How We’d Generate Leads If We Started Our Agency Today

In this episode, hosts Peter Kang and Sei-Wook Kim take listeners on a journey back to their agency's origins, sharing hard-won insights about building a business from scratch with limited connections and resources. They explore the strategies that helped them jumpstart Barrel 19 years ago, from leveraging personal networks to building lasting client relationships that compound over time.

The conversation covers everything from their early days doing pro bono work for nonprofits to developing systematic approaches for staying top-of-mind with past clients and building referral networks. They also discuss the importance of treating every client engagement, regardless of budget, as a premium experience that can lead to future opportunities.

Whether you're starting an agency from zero or looking to revitalize your lead generation, this episode offers actionable strategies for building sustainable business growth through relationships and consistent execution.

Key Moments

1. How accepting any paying work helped build their initial portfolio

2. Why treating free work like premium engagements pays dividends

3. Leveraging Korean-American nonprofits and Columbia connections for early opportunities

4. How Silicon Alley networking opened doors to new partnerships

5. Creating mutually beneficial relationships with complementary agencies

6. How one satisfied client can multiply into multiple referrals over time

7. The weekly habit that saved their business during a revenue shortfall

8. Why aligning with growing tech platforms like Shopify creates tailwinds

Real Talk Takeaways

1. Every client is a marketing investment. Deliver premium experiences regardless of budget size.

2. Relationships compound over decades...people you meet today may become major clients years later.

3. In-person connections still matter. Virtual networking can't fully replace face-to-face relationship building.

4. Consistency beats intensity. Regular weekly outreach trumps sporadic burst efforts.

5. Diversify your lead sources…don't put all eggs in one referral basket.

6. Documentation drives visibility. Invest time in case studies and sharing your work.

7. Platform timing matters! Getting in early with growing tech platforms can provide significant advantages.

Timestamps

00:00 – Welcome to Agency Habits

00:26 – The origin story: starting Barrel 19 years ago fresh out of college with no connections

02:18 – Strategic pro bono work: using nonprofit projects to access seasoned professionals

04:24 – Treating low-budget and pro bono clients with premium service as marketing investment

07:46 – The reality check: building networks takes years, not months

09:22 – The irreplaceable value of in-person relationship building

10:46 – Building referral networks with complementary agencies

15:05 – Systematic relationship maintenance: weekly outreach to past connections

19:40 – Platform partnerships: the Shopify success story and partnership team relationships

23:31 – The foundation principle: none of this works without excellent client delivery

Notable Quotes

"Just because somebody is paying you nothing or little doesn't mean you should give them a less than premium experience."

"The best form of marketing is a happy customer."

"If you start doing it when you need it, then it's probably too late at that point."

Links & Resources

Peter Kang on LinkedIn: https://www.linkedin.com/in/peterkang34/

Sei-Wook on LinkedIn: https://www.linkedin.com/in/seiwookkim/

AgencyHabits Website: https://www.agencyhabits.com/

AgencyHabits on LinkedIn: https://www.linkedin.com/company/agencyhabits/

Barrel Holdings Website: https://www.barrel-holdings.com/

Barrel Holdings LinkedIn: https://www.linkedin.com/company/barrel-holdings/