Thoughts on Buying a Marketing Agency vs. Home Services

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January 24, 2026

by a searcher from Thomas A. Edison State College in Tampa, Florida, USA

I am looking to move back to rural Missouri, near Springfield. I have a varied background. My wife and I previously owned and operated a small motel in this same area of Missouri. We also own and manage a few rental properties--and I have done most of the remodeling/maintenance work myself. I have years of building maintenance experience (painting, carpentry, plumbing, electrical and some HVAC). I also have years of management/supervision experience, including supervising###-###-#### people. I have also spent years working in libraries. I could lean into my background and look at trades businesses or real estate based businesses (property management for instance). In this case, due to the geographic limitation, I would likely be looking at fewer deals and smaller deals. I have also been learning a lot and seriously considering looking at marketing agencies that can be run remotely. I am less interested in ecommerce due to the huge cost of inventory and what I perceive as higher risk in either DTC or Amazon ecomm. I have a business degree and enjoyed marketing classes, but don't have a ton of marketing experience. My wife has some experience with content marketing/SEO. I understand that AI is changing so much of everything, but particularly some industries more than others. Marketing seems to be on the front line of AI-induced changes. That certainly seems to bring risk with it. So...pursue buying a home services/property management business in a limited region which means probably lower SDE... ...or go after a remote marketing agency that would likely have higher SDE, with the risks inherent with AI and my lack of industry experience? For what it's worth, I am curious and a fast learner. I am confident I can learn what it takes with any business and I have proved it before. My wife and I took over our motel with zero motel experience and zero training. We were trained on the job by a wonderful employee and got some limited info from the seller. We ground through it when the margins were tight, I took no salary most of the time and we had to do most of the things ourselves (with two or three employees) as the business was really too small. I am not afraid to ask for help and have the benefit of an uncle in real estate and my dad who has worked for like 24 years as VP of finance for a small private equity firm. Would love to hear people's thoughts--esp. people with experience owning marketing agencies and smaller home services/ property management companies. Thanks.
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Reply by a searcher
from University of Toronto in Toronto, ON, Canada
I would personally stay away from marketing agencies because of the AI threat. It depends which part of marketing you choose, but AI seems to be eating any and all copywriting, content creation, video production, SEO, ad management, and many other areas. This is coming from someone that has owned an animated video marketing agency for 10+ years and am shifting my focus entirely because I'm seeing what's coming.
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Reply by a professional
from University of Idaho in Boise, ID, USA
I own a marketing agency, and I will say, it's not a great place right now. I think home services, especially HVAC or something with high revenue is much more future proof. Given your experience and the fact that you're going to a 'rural' area, I would start one up rather than acquire. It's much easier to start and gain some footing in rural areas, in my opinion. The agency space is kind of a race to the bottom right now, unless you're very well-positioned.
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