Most agencies make the same mistake when expanding into a new market.
They see an opportunity, think, “We should be in there,” and start throwing spaghetti at the wall.
Here’s what happens next:
❌ They spread themselves too thin and lose traction where they were already winning.
❌ They go after everyone, instead of focusing on the most profitable segment.
❌ They jump into sales before the market trusts them—leading to resistance, objections, and ghosting.
Expanding into a new market isn’t about chasing more—it’s about choosing the right opportunities, building trust first, and entering with authority.
Let’s break it down.
Step 1: Don’t Just “Expand”—Find the 20% That Moves the Needle
Most markets aren’t worth your time.
80% of potential clients will be:
🚫 Price shoppers who nickel-and-dime.
🚫 Bad fits who drain time and energy.
🚫 Indecisive buyers who will “think about it” forever.
That leaves the 20% who are ready, willing, and able to buy.
Your job isn’t to chase everyone. It’s to identify and own the most valuable slice of the market.
Ask yourself:
✔ Who is actively searching for what we do? (Not just “could use us,” but actually looking.)
✔ Who has money and urgency? (If they don’t have both, they’re not real buyers.)
✔ Who already values what we offer? (So you don’t have to “convince” them.)
Instead of casting a wide net, focus on a small, high-value segment and become the obvious choice.
Market Expansion Mistake to Avoid:
Chasing “opportunities” instead of strategically claiming the most valuable 20%.
Step 2: Enter With Authority—Not With an Empty Pitch
Most agencies enter a new market and start pitching:
🚫 “We’re the best at [service].”
🚫 “We’ve worked with [big name clients].”
🚫 “Want to hop on a quick call?”
That’s why they get ignored.
A smarter way: Enter as the expert who deeply understands their challenges—before you ever sell them anything.
Market leaders don’t show up with a pitch—they show up with insights.
✔ Write LinkedIn posts about the hidden problems they’re facing (that they haven’t even named yet).
✔ Publish a “State of the Market” report that gives them insights they can’t get anywhere else.
✔ Speak at events where they already trust the stage.
The moment prospects feel like they’re being “sold to,” they resist. But when you become a trusted source of insight, they lean in.
Market Expansion Mistake to Avoid:
Trying to “pitch” before you’ve earned the right to be listened to.
Step 3: Build Demand Before You Sell
People don’t buy when you want them to. They buy when they’re ready.
Most agencies approach new markets like this:
• “Let’s start booking calls now.”
• “We’ll pitch them into a conversation.”
• “If they say no, we’ll move on.”
This is why their outbound efforts feel like rejection-heavy grunt work.
A smarter way: Build demand before you sell.
✔ Capture curiosity. Start conversations around problems they’re experiencing (without asking for a meeting).
✔ Create a waitlist. Make them feel like your agency is an exclusive opportunity.
✔ Deliver insights first. If they see you as an expert, they’ll come to you—without needing to be convinced.
Instead of pushing for a sale, give them a powerful “aha” moment—and let them step forward when they’re ready.
Market Expansion Mistake to Avoid:
Thinking outreach = selling instead of outreach = positioning.
Step 4: Test Before You Scale
Most agencies enter a market and:
🚫 Spend months on a content plan before seeing if anyone cares.
🚫 Invest in ads before testing their messaging.
🚫 Hire a sales team before knowing if their positioning lands.
A smarter way: Run micro-tests before committing.
✅ Pilot Offer Test → Can you sell a small version of your offer to this market?
✅ Outbound Message Test → Are they responding to your emails and LinkedIn?
✅ Webinar or Roundtable → Will they engage in a conversation?
Instead of committing to one big strategy, test multiple angles at once, see what works, then double down.
Market Expansion Mistake to Avoid:
Assuming a new market will work just because it looks good on paper.
Final Thought: Don’t Just Enter a Market—Engineer Your Way In
Most agencies expand the wrong way:
❌ They chase too many opportunities at once.
❌ They pitch before they’ve built trust.
❌ They expect instant results instead of compounding wins.
A smarter approach:
✔ Identify the highest-value 20% of the market (not everyone).
✔ Lead with authority, insights, and education (not pitching).
✔ Build demand before trying to close deals.
✔ Test before committing full-scale resources.
Next step: Before you expand, make sure your positioning is airtight.
If your message doesn’t land instantly, your market expansion will stall before it starts.