How an Agency Grew 20% During an Industry Downturn
How an agency founder used strategic coaching to grow his agency—despite an industry slump.
In 2022, agency founder Nick Ilev faced a major crossroads. His agency, ProperExpression, was shifting from offering broad marketing services to specializing in a specific niche.
Nick knew this move promised long-term growth, but it also introduced risk and uncertainty. He recognized that without a clear strategy, the agency could struggle to gain traction in its new niche. As an agency owner, he couldn’t afford to waste time or money.
ProperExpression needed to attract high-value clients and optimize internal operations to sustain growth. With many factors at play, Nick recognized that expert guidance was essential for making smart, strategic decisions.
Little did he know that—for most agencies—2023 would be the worst year in over a decade. But Nick was about to enlist a secret weapon for his growth: Karl Sakas.
Choosing the right agency advisor
Nick had worked with generalist consultants before, but he needed more than generic advice—he needed a specialist who understood the challenges of agency transformation.
After evaluating several options, Nick chose Karl Sakas at Sakas & Company. He later recalled:
“What truly set Karl apart was his ability to listen and understand the unique challenges we faced.”
Nick noticed Karl’s track record in guiding agencies through transitions. References from other agency owners confirmed the impact of Karl’s strategic direction, strengthening Nick’s confidence in moving forward.
“Every conversation with Karl was packed with insights we could apply immediately. His advice wasn’t theoretical—it was practical, actionable, and exactly what we needed.”
—Nick Ilev, Founder & CEO, ProperExpression
Establishing a strong foundation
In late 2022, ProperExpression hired Karl to do what’s now the Agency Growth Diagnostic (AGD). The structured consulting project analyzed the agency’s strengths, weaknesses, and opportunities. Over the next five months, Karl provided further support, helping Nick and his leadership team refine sales processes, adjust hiring strategies, and strengthen client retention efforts.
Some results took longer than others, but the shift in strategic perspective was clear. “It took time to frame the problem and start thinking through solutions,” Nick explained. “Karl’s structured approach helped us clarify our ideal client profile and refine our offerings.” This helped Nick find the right solutions instead of shiny objects.
Nick’s team had a breakthrough in the sales process. ProperExpression had been spending too much time on unqualified leads, resulting in a 20-30% win rate. That was good in a tough market, but it meant wasting time on leads who’d never buy. Karl’s guidance on the sales process helped improve lead qualification methods and refine the pricing strategy. This positioned the agency for higher client retention and profitability.
Driving measurable growth
Despite a challenging year for agencies in 2023, ProperExpression saw a 20%+ increase in revenue. Karl has noted that the year was the worst in a decade for most agencies. Yet, when many agencies shrank (or even closed), Nick’s agency grew year-over-year.
The niching shift strengthened client relationships. Nick said:
“Focusing on a specialized niche made us better at servicing our clients. We became true experts, instead of trying to be everything to everyone.”
Another major improvement? Pricing strategy and optimization. Previously, ProperExpression had underpriced its services despite delivering outstanding results. Karl helped the agency raise prices, which increased profitability and helped attract higher-value clients who recognized the agency’s expertise.
Karl’s coaching also helped streamline internal processes, reducing inefficiencies and workload without sacrificing quality. The team was happy they could focus more on strategic growth rather than reactive problem-solving.
Lessons in acting decisively
Reflecting on his experience, Nick’s advice to other agency owners is clear: don’t wait to get help. He noted:
“This is the help you call on when you need to solve your most important challenges. And the most important challenges can’t wait 3-6 months. If you can afford it, invest in it.”
Nick particularly valued Karl’s ongoing support, including VIP client benefits. “Having quick, high-value conversations when needed made a huge difference,” Nick shared.
Nick also emphasized how Karl’s guidance reshaped the agency’s trajectory:
“Every conversation with Karl was packed with insights we could apply immediately. His advice wasn’t theoretical—it was practical, actionable, and exactly what we needed.”
Ready for the future
Today, ProperExpression operates with greater focus, stronger positioning, and a scalable growth strategy. Karl recently recommended trusted advisors to help Nick continue optimizing the agency.
When a savvy agency owner enlists expert guidance, everything is easier. By embracing strategic specialization and operational refinements, Nick successfully navigated a critical transformation. And he’s ready for whatever happens next in our fast-moving industry.
Is your agency facing a big transition? Don’t rely on trial-and-error.
→ Get expert insights and a clear path forward, with the Agency Growth Diagnostic.
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