Welcome to the first episode in our PR Pro Wealth series! 🎉

We’re diving into something I LOVE talking about: money. 💸 Specifically… can you actually sell your PR agency? And if so, how? And if not… what should you be focusing on instead to build wealth and create freedom?

There’ve been a lot of conversations in our community about building a business you can one day sell — creating an asset that supports you long-term and maybe even sets you up for generational wealth.

So let’s get into it. Because what it takes to sell a business like ours? It’s probably not what you think.

First things first: Can you sell your agency?

The short answer? Maybe. But also… probably not in the way you’re imagining.

It’s really tough to sell a service-based business like a PR agency. The big reason why? These businesses — yours, mine, most of ours — are super dependent on us. Your skills, your relationships, your name.

My agency is literally called Jeneration (with a J!) because it’s built on my reputation. A lot of you have your name baked into your business too — and that makes it hard to sell because there isn’t a tangible asset someone else can just step in and take over.

We’re not building software or selling products. We’re offering services. And even if you have a team, the business still probably relies on you in a big way.

That doesn’t mean it’s impossible to sell… it just means it’s less sellable.

Real talk: I’ve had offers

In my 20 years running Jeneration, I’ve had two serious offers to buy my business.

But here’s the catch: neither one was really about buying my company. They were about acqui-hiring me — basically, buying the business as a way to bring me into a bigger firm and have me run a division.

Flattering? Absolutely. But I didn’t start my own business so I could go back to having a boss and reporting for duty.

We never even got to the part where we talked numbers. But my husband does M&A for a living (he literally sells businesses all day long), and what he always says is: your business is worth a multiple of your revenue.

And that multiple? Depends on your industry.

Agencies don’t get the sexy multiples

If you’re in software or something like medical research — low overhead, high profitability, recurring revenue — you could see a 10x, 12x revenue multiple. Sounds dreamy, right?

Agencies? Not so much. If it’s even sellable, you’re looking at maybe 1–2x your annual revenue. Maybe.

And to get there, your business has to be running like a machine without you. That means:

• Your processes are documented.
• Your team knows how to execute without you.
• Your revenue is locked in with long-term retainers.
• You’re not the only one bringing in clients.

Basically, it has to look like the business still works even if you’re not in it.

But let’s pivot…

Because here’s the deal — the agency itself isn’t the real asset.

You are.

Or more specifically, the income and the opportunities you create are.

So instead of hoping you can cash out one day for a big exit, let’s focus on maximizing the value you’re creating right now.

That means:

• Upselling services to current clients.
• Locking in longer retainer contracts.
• Creating systems that make your business run smoother and require less of you.
• Documenting your processes so your business isn’t just in your head.

Even just being able to go away for two weeks without everything falling apart is a huge step. If you can be gone for a month and things still run? Game changer.

Set goals based on your dream future

What do you actually want long-term? Like, really?

For me, my dream is to retire in Santa Barbara. I went to college there, and every time I visit, I feel like I can finally breathe. The ocean, the light, the chill vibe — I’m obsessed.

But guess what? It’s expensive. So I have to plan for that future now.

And it’s not just about retiring. I want to have a purpose forever. That might look like running a nonprofit one day, or maybe teaching a creative class — I’ve actually been obsessed with propagating and arranging succulents lately (nerdy, I know, but they’re beautiful). I’m out in the yard making these custom crystal-infused arrangements and sending pics to my friends like, “LOOK AT THIS WORK OF ART.” 😂

One of my friends told me I should sell them, but honestly? I’d rather teach people how to make them. That’s what lights me up.

And that’s the point — I want to have the freedom to pursue whatever lights me up later in life… without worrying about income.

So… what’s your number?

Remember those old commercials where people carried around their “retirement number”? Giant numbers walking through life?

You need to know your number.

What do you need to live the life you want, when you’re no longer working full-time? What kind of travel do you want to do? What hobbies will you have? Will your partner want to play tennis at a fancy club? Will you want to visit Machu Picchu and climb Huayna Picchu — which, by the way, is no joke and definitely requires being able-bodied (been there, done that 🙌)?

You have to start planning now to fund that future. Because if you wait until you’re 65 to start thinking about it… you might not be able to climb that mountain. Literally or figuratively.

Create your personal wealth strategy

Here’s what I want you to do:

• Start paying yourself first. That means investing in retirement, setting aside savings, and building wealth for the long term.
• Diversify your income. Not just more services — think investments, retirement accounts, real estate, stocks. Income that doesn’t rely on you showing up every day.
• Separate your personal finances from your business growth. Just because your agency is thriving doesn’t mean you’re set personally.

It’s time to get clear on what financial freedom looks like for you — and start mapping out the steps to get there.

Quick recap before we wrap:

• Your agency might not be super sellable — and if it is, the payout likely won’t be life-changing.
• But YOU can create wealth by maximizing the value you’re generating now.
• Automate and document so your business doesn’t rely solely on you.
• Map out your dream life and start working backwards to fund it.
• Diversify. Invest. Plan ahead. Do not wait.

This is how you buy your freedom. And yes, I’m still working — and I love it. But I also don’t want to have to work forever.

I want the option to slow down, follow a new passion, or just… sit in my succulent garden and vibe.

What’s next?

This is part one of our three-part PR Pro Wealth series. In the next episode, we’re talking about your actual profit (not just revenue!) — and how to make sure your business is truly serving you financially.

And hey, if this resonated with you and you’re like YESSS more of this please — join our free weekly newsletter: PR Pro Insider.

It’s where I share exclusive tips, trainings, and resources — all for PR pros and agency owners who are building businesses that actually support the lives they want to live.

Until next time… go out and CRUSH it. And if you want to chat about your dream lifestyle and how to fund it? DM me on IG @jenerationpr. Let’s talk.

Part two coming soon — be there. 😉