Why Going ‘Niche or Die’ Paid Off Big for Daniel Moscovitch | Ep #810

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Ever thought about niching down, then bailed because it sounded too painful? Or maybe you tried, but ditched it when things got awkward? Today’s guest proves why sticking it out is worth the initial pain — not just to find your niche, but to find the perfect business partner too.

Meet Daniel Moscovitch, founder of Flooring Pros Marketing, a digital marketing agency focused on helping established flooring businesses throughout the US & Canada cement their position as the best in their market. He started as a generalist - doing SEO for pretty much anyone with a website and a pulse. However, unsatisfied staying just another “me too” shop competing on price and freebies he doubled down on a single, very specific industry.

If you’re thinking “That sounds brutally hard…” you’re right. And that’s exactly why his story is worth paying attention to.

In this episode, we’ll discuss:

• Moving beyond simple SEO to offer comprehensive solutions.

• How clarity helped him find perfect alignment with his second business partner.

• Leveraging AI for strategic decision-making and process improvement.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Picking a Hard Niche is One Thing. Surviving It is Another.

Daniel didn’t just decide to niche down overnight. He did what most agency owners do: listened to advice on the matter, got inspired, and then slammed into reality.

The first big obstacle he did not expect was letting go of “easy money” and legacy clients to go all-in on a focused market. He knew it was the right call but dropping old accounts and income streams wasn’t fun.

Next, it was building trust in a market that didn’t trust marketers.

Turns out, flooring companies aren’t like your typical trades. They’re often run more like retail stores than contractors. Multiple locations. Bigger payroll. Savvier buyers. And they’ve been burned by bad marketing agencies before.

So just ranking them on page one of Google was not enough. Daniel learned fast that his new niche didn’t just want leads they wanted the whole system: branding, follow-up, sales process, outreach, repeat business.

In other words: the actual solution not just