Welcome back to Operation Agency Freedom! I’m your host, Chris Martinez. In this exciting episode, we had the pleasure of speaking with Sarah Lukemire, the dynamic CEO and founder of Brindle Digital Marketing. Sarah hails from Colorado and brings with her a wealth of knowledge in marketing for the multifamily industry. Besides running a thriving agency, she recently launched an innovative software called Rent Fetch, which integrates seamlessly with property management systems. It’s clear we had a lot to unpack, so let’s dive in!
From Corporate Roots to Agency Inception
We kicked off the episode by taking a stroll down memory lane. Sarah detailed her marketing journey, which began as a one-person marketing department for a corporation. Through this role, she gained hands-on experience in blogging, website development, and design. This foundational experience segued into agency life, where she ultimately decided to branch out and start Brindle Digital Marketing. It’s a common theme for many agency owners to be “accidental entrepreneurs,” stepping into their roles from different career paths, and Sarah is no exception.
The Accidental Entrepreneur and Niche Evolution
During our conversation, Sarah likened her transition from a corporate environment to running her own agency to an organic discovery of her entrepreneurial spirit. She started as a freelancer, and as her client base grew—primarily social media management, Google Ads management, and web design—so did her realization that she was ready to dive into owning an agency full-time. Interestingly, it took about two years for Sarah to narrow her focus to the multifamily industry, realizing that specialization brought not just clarity but also efficiency and better results for her clients.
Scaling and Lead Generation in a Competitive Market
We then shifted gears to discuss the formidable challenge of scaling a digital marketing agency. Sarah discussed her strategies for client acquisition, which included a mix of search engine optimization (SEO), content marketing, and attending multifamily real estate conferences. These efforts included a significant focus on creating industry-specific content, utilizing LinkedIn for outreach, and optimizing her website for targeted keywords.
Conferences: Worth the Investment?
We touched upon the costs and benefits of attending and setting up booths at industry conferences. Sarah provided valuable insights into her experiences, weighing the substantial costs against the long-term benefits. Sarah admitted it was a mixed bag—some conferences offered quicker ROI, while others were costly with delayed returns. She stressed the importance of targeting the right conferences that align with the audience you’re looking to reach.
Introducing Rent Fetch: Bridging the Gap with Technology
One of the highlights of our conversation was Sarah’s introduction of her proprietary software, Rent Fetch. Designed as a WordPress plugin, Rent Fetch aids multifamily properties by integrating with property management systems to display real-time pricing and availability data. It’s a testament to how agencies are increasingly turning to technology to add value and create stickiness with clients. Sarah’s team, particularly her lead developer John, played an instrumental role in bringing this software to life and continuously improving it.
Leadership and Team Management
No journey is without its challenges, and Sarah candidly shared her experiences in scaling her team to ten full-time employees. We delved into the struggles and triumphs of hiring, managing, and trusting a team to run different facets of the agency. Sarah emphasized the continued learning curve involved in transitioning from being a marketer to being a CEO, which includes letting go of control and trusting her team to handle their responsibilities effectively.
Conclusion
To wrap up, our conversation underscored the ongoing evolution required in running a successful agency—from scaling and specializing to adopting innovative technologies and becoming an effective leader. Sarah’s journey is a powerful example of how dedication, focus, and the right strategies can lead to incredible growth and opportunities.
Resources
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