Surviving Google's major algorithm shocks

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Natalie Henley, CEO of Volume Nine, is here to unpack how she bought out her agency's founder. Not through PE, not through M&A, but as a trusted insider who built her path from employee to owner. Natalie shares the behind-the-scenes story of how she structured the deal without needing an SBA loan, the mindset shifts she had to make, and how the agency survived both Google's algorithm changes and COVID-19 cratering their top clients.

In this episode, we'll discuss:

• Grooming your #2 to become your successor, or become the one buying.

• Avoiding mistakes that slow down or kill an internal exit.

• Using creative financing (HELOCs, owner carry notes, balloon payments) to structure the deal.

• Knowing when an employee has what it takes to run the agency.

• Preserving trust and team stability during a leadership transition.

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Sponsors and Resources

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Links:

• Natalie's free AI and SEO grader tool: geo.v9digital.com

• Want to know what your agency is worth? Check out the Agency Valuation Calculator

The overlooked exit strategy: selling your agency to a team member…

Natalie started as an employee in a boutique digital firm. When it got acquired by Volume Nine, she climbed the ranks the old-school way: by taking on every problem no one else would. Over time, she ran the company. Then COVID hit.

The agency's revenue cratered. Clients disappeared. The founder wanted out.

But instead of flipping to a stranger, he turned to Natalie.

The "Oh Shit" Moment and the Deal That Followed

When the founder came to Natalie with the offer to buy, he already had the groundwork laid. He'd called the bank, scoped out an SBA loan, and gave her a number. Natalie didn't have a pile of cash sitting around, but she did have grit, resourcefulness, and inside knowledge of the business.

She didn't take the SBA route.

Instead, she pieced together a creative financing stack:

• A HELOC for the down payment

• An owner-carry note

• A balloon payment at the end

The company is paying for itself over time. No brokers. No middlemen. Just a fair, fast, founder-to-founder deal.

Why This Worked (And Why Most Don't)

Natalie had already been:

• Running the company

• Exposed to the numbers

• Made a co-owner years earlier

This wasn't a random promotion. It was a trust-built, stress-tested evolution. And it mattered. Because when the deal closed, the culture didn't collapse. The clients stayed. The team believed.

What if the best buyer for your agency is already on your team?

If you're feeling done, but still care about your agency, selling to a team member might be the cleanest win.

Here's how to set it up:

• Start grooming your #2 now. VP → President → Co-owner → Buyer.

• Expose them to EBITDA, profitability, client churn…. everything.

• Stress-test them: give scary responsibilities and see how they show up.

• Be fair. Don't squeeze every dime. The goal is continuity and peace of mind.

• Don't wait until you're burned out. Move before it's a fire drill.

Agency ownership is a wild ride. If you're looking for a graceful exit that doesn't torch your legacy, this might be it. And if you're the #2? Start acting like the owner today. You never know when the keys will be offered.

As Natalie said, "If you care about your team and the agency's legacy, you owe it to yourself to consider your employees as potential buyers. Even if they say no, at least you gave them a shot."

Do You Want to Transform Your Agency from a Liability to an Asset?

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.