Agency owners should build networks with peer agencies to refer prospects that aren't a fit. When you pass business to another agency, they'll look for ways to send work back. Even competitors in the same niche benefit from this two-way flow.
I think you definitely want to have a network of other agencies that you can refer business to because not everyone's going to be a fit. Like, maybe you offer exclusivity and you're just going to be a closed market and you can hand business to them. And of course, as you hand business to another agency, they're going to be like, well, I got to figure out how I can hand business back. So you definitely want to try and tap into a network of other agencies, even if they're competitive to you in a very similar industry, because there's lots of upside to collaborating versus competing.
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