More Important Than Money, A Discussion With Agency Owner Robert Lee | Ep #676
Would your agency keep running and growing if you had to take a month off tomorrow? Or would it all fall apart? Which systems could you start implementing right now to keep this from happening? Today’s guest went through difficult times last year and his focus wasn’t fully in the business. These struggles proved to be too much for a recent purchase, which he had admittedly rushed; as that acquisition started falling apart and becoming a burden, it started to take a toll on his mental health. In the end, he had to sell. Now he thinks carefully about the processes and systems that must be in place in case of an emergency. Tune in to learn how he navigates his agency to allow himself time to focus on the things that are more important than money.
Robert Lee is the owner of Lesix Agency, a real estate-focused agency that thrives on doubling clients’ productivity, sales, and marketing through innovative frameworks. Robert discusses his experience buying and transforming an agency that now focuses on helping real estate professionals, commercial roofers, political candidates, and organizations. He shares insights on finding a consistent path to growth and how setting up the right systems will allow you to take care of your mental health.
In this episode, we’ll discuss:
How to use direct email to leave a lasting impression.
Avoid regret by trusting your gut.
More important than money: prioritizing mental health.
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Sponsors and Resources
Copper: Today's episode of the Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or your sales process. Head over to Copper.com/agencies to learn more and get a free trial.
From Young Freelancer to Entrepreneur Needing the Structure of an Agency
Robert has been working with political candidates and organizations for around fifteen years. Starting as a freelancer who thought he could do it all, his understanding of what an agency was grew with experience. The more he learned, the more he appreciated the structure and organization needed to truly succeed. This wish to become a more formal and organized business was the idea behind his plan of buying into a direct mail agency. It was a natural transition after fifteen years in the business to grow a team and have a business he could grow.
In the end, he didn’t just buy into an agency but outright purchased one. They were one of his vendors around 2017 and it was actually a long process to complete. He already had the political marketing business and had plans to transition that business from just fulfilling mail projects to becoming a full-service agency.
Using Direct Mail to Leave a Lasting Impression
His agency currently focuses on helping political candidates and organizations spread their message. However, up until six months ago they were all about direct mail and were responsible for a lot of junk mail for real estate agents and commercial roofers. For Robert, direct mail may get a lot of hate but it can be impactful in a variety of ways. “You don’t have to use direct mail for everything, but don’t count it out,” he argues.
Personally, he favors sending obnoxiously large pieces because there are a lot ways to make it really creative and get people’s attention. It’s important to think outside the box when it comes to designing and executing direct mail pieces and there’s a lot of space for impactful designs, such as die-cut pieces and pop-up elements that leave a lasting impression.
Avoiding Regret in Your Agency by Trusting Your Gut
Looking back, there are many things Robert would do differently in that process to purchase and transition the agency’s services but the biggest one is to trust his gut. The company he acquired was a mom & pop shop with no sales processes in place. Despite having reservations about this, Robert chose to move forward with the purchase.
Instead of waiting until they created the necessary sales process and revisit the acquisition after a year, he argued against himself and went ahead with the purchase. As a result, he faced challenges and struggles that could have been avoided.
Basically, their sales process revolved entirely around the owners and referrals. There was no lead generation. Under these conditions, it wasn’t really a business so much as a job these owners built for themselves and were now trying to sell.
For his part, Robert had been planning this acquisition for a long time and was nervous he would lose the opportunity if he asked for more time for them to resolve the issues.
It was a valuable lesson in business. With those problems, the agency became more of a burden that needed his constant attention. It was not structured in a way that allowed Robert space to face these challenges and soon became an issue that took over his life.
In the end, he was forced to sell that business and, even though it was the right choice, he recognizes that if he’d listened to himself from the beginning, he could have avoid the headaches. In the quest for growth and success, it is essential to trust your instincts and listen to that inner voice that may be warning you to slow down and reconsider your actions.
More Important Than Money: Prioritizing Mental Health
Robert’s experience can be a great lesson for agency owners thinking about selling their business in the future and who are too involved in sales, marketing, or operations. If you’re too involved in any of these aspects and haven’t created a plan for someone else to take over, then you’ve created a great job but not an asset that you can sell one day.
Personally, Robert believes it’s important for agency owners to have those systems in place to prioritize mental health and rest whenever necessary. Last year he experienced two losses that left him lost and affected his ability to focus on the business. These times of personal crisis really underscore the importance of having a business set up to give you the time to handle a crisis. Without the proper time to grieve, he knows this grief would have eventually bled into his decisions and magnified the agency’s issues.
It was a reminder that running a business is not just about making money and achieving success, but also about taking care of oneself and prioritizing mental and emotional well-being.
Build a Machine, Not a Job: Structuring Your Agency for Sustainability
Reflecting on his experience, Robert realizes he should have invested more time upfront in developing structured processes and aligning his team towards shared goals. Though he had begun implementing some procedural tweaks, more robust and documented systems would have better prepared the agency when crises hit.
Many agency owners assume that building a business will automatically grant them freedom. However, in those critical early years, it often feels more like a noose around your neck. The end goal should be constructing an agency that runs smoothly without you, liberating you to focus on other pursuits.
In Robert's case, while his team was already taking ownership of their responsibilities, he still lacked a clear structure for making pivotal financial decisions. This resulted in undue financial risks, like retaining employees who did not align with the overarching vision. Though difficult, removing these individuals would have saved time and money over retaining them.
All in all, thoroughly systematizing processes and instilling a unified sense of purpose across your team early on is necessary so your agency can persevere in your absence. With a robust infrastructure in place, you’ll be able to focus less on maintaining day-to-day operations, and more on innovating and guiding your agency into the future.
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