Skip to content
Struggling to get a consistent flow of qualified leads into your agency? You’re not alone. In this powerful mastermind session, Brent Weaver founder of UGURUS and agency growth coach lays out a no-nonsense roadmap to create predictable lead flow, build authority in your niche, and grow your agency like a pro.
Whether you’re doing $0 or $500K in revenue, this session is packed with practical steps that work without fancy funnels or gimmicks. It’s about doing the boring work consistently and focusing on activities that actually move the needle.
Let’s dive into Brent’s high-impact framework for launching and scaling your agency.
Own a Market: The Secret to Sustainable Lead Generation
Brent’s core message is simple: outbound alone isn’t sustainable for solopreneurs.
“Most early-stage agency owners are wearing all the hats. You’re the marketer, salesperson, project manager, and bookkeeper. That’s why outbound fails because when you get busy, you stop doing it.”
The fix?
1. Get out of project management / service delivery – Hint – this is why most people white label with That Company who handles not just the service deliverables, but interacts directly with the client so you don’t have to be project manager.
2. Inbound and authority-based marketing.
Rather than cold outreach every time you need a client, you need leads to come to you. That only happens when you own a niche when you become the go-to expert in a specific market.
Why Niching Works:
- Even huge markets (like home services) can support thousands of agencies.
- You only need 20–30 great clients to build a seven-figure business.
- Niche-specific content builds trust and visibility.
“If I get on five podcasts in a specific niche, those episodes live forever and keep bringing me leads rain or shine.”
Build Awareness Before You Sell
No one buys from you if they don’t know you exist. Brent emphasizes that most agencies don’t have a lead problem they have an awareness problem.
“It’s not your client’s job to keep you top of mind it’s your job.”
How to Stay Top of Mind:
- Keep active clients engaged they refer more when you’re in front of them.
- Send regular nurture emails (just like That Company provides their partners).
- Show up consistently with content in the spaces your niche already hangs out.
If you’re relying on referrals but not staying visible to past clients, you’re missing out on your most qualified opportunities.
Consistency Beats Cleverness
Forget fancy funnels or overcomplicated CRM systems. Lead generation is about showing up daily, consistently executing a few simple plays that work.
Brent’s three go-to lead gen plays:
- Warm Outbound – Scripts and message templates for leveraging personal relationships.
- Associations and Groups – Join and participate with state-level associations or niche Facebook groups.
- Cold List to Warm Conversations – Multi-touch persistence campaigns to convert scraped or purchased leads into conversations.
“Most agencies don’t have a lead gen tactic problem. They have an execution problem.”
He’s blunt: if you’re not generating leads, show your calendar. If your outreach, content, or events aren’t on there, you don’t have a lead problem you have an activity problem.
Appointments Are the Only Metric That Matters
Vanity metrics like impressions, email opens, or even website visits can be deceiving. Brent is crystal clear:
“The gold standard is scheduled appointments. That’s the only metric that matters.”
He urges agency owners to track how many SQLs (Sales Qualified Leads) a.k.a. booked calls they’re getting each week.
Your lead generation only works if:
- You’re putting your content in front of real prospects (not just peers or other agency owners).
- You’re converting visibility into appointments with decision-makers.
Facebook Groups Done Right: The Two-Step Play
One of the most actionable segments in this mastermind is when Brent audits a live Facebook group and shares how he’s turned his own group into a lead machine.
Key takeaways:
- Run Two-Step Posts: Offer a high-value lead magnet (e.g. proposal pack, referral guide) in a post and ask members to comment “Yes” to get it. Then DM them to start a conversation.
- Collect Phone Numbers: Ask for phone numbers in group entry questions and call new members. Yes, actually call them.
- Limit Member Promotions: Keep group quality high. Disallow links and spammy self-promotion.
- Recycle Two-Steps Often: Don’t reinvent the wheel. Reuse your best-performing content every 10–15 days.
“We’ve posted the same proposal two-step over 10 times and it still gets hundreds of comments and leads.”
Lead Gen Never Ends But It Can Be Easier
Brent closes with a reminder that’s both sobering and encouraging:
“Marketing is like cleaning your house. Every day, the dust comes back and every day, you’ve got to sweep.”
Yes, lead generation is forever. But it gets easier with systems. Use content, ads, and partnerships to get leverage. When you’re too busy to prospect, your content should still be working for you.
Connect with Brent Weaver
- LinkedIn: LinkedIn – Brent Weaver
- Podcast: UGURUS Podcast with guest Michael Knorr from That Company
- Book: Get Rich in the Deep End
Final Thoughts
Whether you’re just launching or already scaling your agency, Brent’s message is clear: lead gen is about showing up consistently in front of the right people with the right message.
You don’t need complex funnels or huge ad budgets. You need clarity, commitment, and conversations.
At That Company, we’ve helped over 700 agencies in the last 18 years grow their client base and scale operations. When your lead gen starts working and the clients pour in, we’re here to help you deliver at scale under your brand.
Want more insights like this? Subscribe to our YouTube channel or contact us for white-label support to power your growth.
