Freelance to Founder Are You Charging Enough to be an Agency?
Mar 23, 2026
Austin Church, founder of Freelance Cake and author of Free Money, is a pricing and money-mindset expert for freelancers and small agencies. He tackles why fear keeps people undercharging. He explores how pricing signals authority, when to move from hourly to flat or value fees, and how positioning and niching attract higher-value clients.
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Clients Care About More Than Price
- Many clients are motivated by factors beyond price, like speed, trust, and long-term outcomes.
- Austin argues assuming all clients only want the cheapest option is false and prevents building an agency with sustainable clients.
Fire Price-Obsessed Clients And Find Investors
- If current clients prioritize price, intentionally seek different clients who value investment and results.
- Preston warns commodity-seeking clients aren't ideal for scaling to an agency and advises targeting confident buyers instead.
Sell Outcomes Over Hours
- Sell the outcome not the task by framing work as solving urgent or long-term problems.
- Austin uses plumbing and stove examples to show clients will pay more to remove headaches or invest long-term.
