Marketing is expensive and time-consuming, but it is also essential. Worse, it’s complex and specialized. Is there a way to simplify it or make it easier?

There is one primary consideration when it comes to marketing and advertising your agency’s offerings to get leads: Whether the marketing is passive or active.

Passive marketing, waiting for someone like you do with referral relationships, is cheap and high-quality, but it’s outcome is largely outside of your control and dependent on a multitude of external factors.

Active marketing is where you’re going out and drumming up leads like direct mailings. Because it’s dependent on your effort, you can control how much of it you get so it isn’t feast-or-famine for your producers.