How We Replaced Agency Retainers With Value-Based Fees

Episode 28 of The Agency Owner Podcast. Lucas and Luna dig into the real mechanics of moving a marketing agency off hourly retainers and onto value-based pricing. They walk through the three-phase transition one 12-person agency made over 18 months: how they calculated baseline project value, redesigned their scoping process to focus on outcomes rather than outputs, and what happened to client retention when the conversation shifted from hours to impact. The hosts unpack the specific pricing framework the agency used, the objections they got from long-term clients, and the surprising effect on profit margins. If you've ever wondered whether value-based fees actually work outside of consulting firms, this episode gives you the playbook. #ValueBasedPricing #AgencyPricing #MarketingAgency #ServiceBusiness #ClientRetention #ProfitMargins #AgencyGrowth #PricingStrategy #BusinessModel #Consulting #Scaling #Revenue #ClientRelationships #Entrepreneurship #BusinessStrategy #FexingoBusiness #BusinessPodcast #AgencyOwner Keep every episode free: buymeacoffee.com/fexingo