It’s a question I get all the time. My clients usually come in at one of three stages: they’re either fresh start-ups, established but finally ready to go all-in on growth, or embarking on a second venture. The answer? It’s not what they’re expecting.

Years ago, a boss told me, “If you dig 50 wells, you’ll never hit oil.” Naturally, I decided to be the exception and dug 50 wells, striking oil in each. But here’s the catch: I didn’t plan for the maintenance of those wells. I thought I’d hacked the system, but really, I’d just made a mess of my precious oil. It reminds me of a local charity called Neverthirst. They don’t just build wells; they maintain them so they keep providing water without fail. They focus on one mission, offering clean water and sharing the gospel in areas of need, and that makes all the difference. I’m learning that the first phase of entrepreneurship should work the same way: pick one initiative and give it everything  before moving to the next. Otherwise, half measures lead to half results and a never ending need to redo what was supposed to be done.

Early on, my approach to entrepreneurship was a lot like tossing a handful of darts and seeing what hit bullseye. I was overflowing with ideas, each one capable of bringing real value—if I could actually follow through. But the reality? Each service (revsales, revops, revbranding, & revrecruiting) required a level of commitment and undivided attention I just couldn’t give all at once. Even with a team of 35 (fully bootstrapped, by the way), my expertise couldn’t cover every fulfillment need that cropped up post-sale. The hustle was real, but so was the burnout. My health and well-being took a hit.

If I could rewind and start again, I’d focus on offering revbranding first. I see this all the time: companies assume they can rely on a decent website, no social media and strong ops background and expect growth to just *happen.* But in property management, a strong digital presence is the first driver, creating the reputation and confidence that makes selling even possible. A visible, engaging brand is what pulls people in and makes them want to trust you. Even with an overflow of salespeople, consumers need to easily understand what you do and how you add value to their lives without overwhelm. Imagine, I had every offering launched at once—how could I lead the horse to water when we couldn't decide which drinking pool to travel to first? Now that I know, I’m here to share.

With the right design, messaging, and intentional presence, you will solidify your brand and generate quality leads—then it’s time to build out sales with intention. Once the marketing engine was fully running, I’d hire an appointment setter, then a closer, and complete my sales suite piece by piece, respecting that every role in each department deserves the same attention. I see too many companies skewed toward operations, lacking fully formed marketing or sales teams, and it costs them. Each department needs balance in headcount. Despite what anyone says, the invisible weight will come to life, unraveling in ways we least expect as owners.

Another vital factor: does your marketing convert? Traffic may be great, but are visitors turning into clients? Is your message truly clear, or are you a master of all, like I was? Does your go-to-market strategy connect with the people you actually want to reach, or are you casting a wider net out of fear rather than faith that your ideal customer is out there? Building a solid foundation means ensuring that when people find you, they’re driven to take action. If you’re looking for a partner to help make that happen, let’s talk.

 Author: Maya Madden