How to Scale an Agency by Simplifying Your Offer and Niching Down with Nate Freedman | Ep #826

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What happens when you stop chasing $30K projects and start solving real problems for smaller clients in a way that actually works?

Today’s featured guest had been building $32,000 websites for mid-market companies. On paper, it looked like success. But in reality, he felt stuck—unfulfilled and back in a corporate-style grind that didn’t align with the kind of work or life he truly wanted.

When he took a step back, he realized something important: the clients he really wanted to serve were already reaching out. These were smaller, $300K businesses with many of the same challenges agencies see across the board—but without the bloated complexity.

So he made a bold pivot. He simplified his offer, created a productized service, and returned to his roots—helping people in a way that felt meaningful, scalable, and sustainable. The result? Less stress, more impact, and a business model built around freedom, not friction.

Nate Freedman is the founder of TechPro Marketing and creator of MSP Sites, a productized service built specifically for Managed IT Service Providers. After years of working in high-ticket agency engagements, Nate made a bold pivot—focusing on volume, automation, and scalable coaching for small IT firms. That shift helped him grow from a $20K/month agency to a $2.5M+ business serving over 100 clients with a tight, dialed-in model.

We’ll explore his early missteps, the aha moment that changed everything, and the system he built to serve a niche audience at scale—without losing his soul.

In this episode, we’ll discuss:

• Pivoting to MPSs as the perfect fit.

• Creating a low-ticket offer.

• Productizing with a purpose.

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Sponsors and Resources

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Impostor Syndrome and the Accidental CEO

Nate’s background wasn’t in marketing strategy or enterprise consulting. He was a self-taught internet nerd who cut his teeth writing affiliate articles and selling photo recovery software online.

He studied accounting, not realizing when he picked that career that being an online marketer was an option. Right out of college, his first job was at an accounting firm, an experience he promptly hated. He felt exposed and like a fish out of water.

This is a feeling he recognized years later when, the more his agency took on large, complex clients like Salesforce, the more he felt like a fraud. He was working with large corporations and felt like an impostor. It just wasn’t the right fit for him.

“I was putting on a kind of a facade. Like, I was pretending to be someone I wasn’t… and it just wasn’t me.”

That realization drove Nate back to his roots: helping people who reminded him of himself.

From Big Clients to Bigger Misalignment

Nate didn’t start small. Like many digital agency owners, his early focus was on winning big projects—$10K, $20K, even $32K website and marketing packages. And sure, those checks looked great at first… until a very good client sent him the dreaded email:

“Nate, when are we g