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Ever thought about niching down, then bailed because it sounded too painful? Or maybe you tried, but ditched it when things got awkward? Today’s guest proves why sticking it out is worth the initial pain — not just to find your niche, but to find the perfect business partner too.
Meet Daniel Moscovitch, founder of Flooring Pros Marketing, a digital marketing agency focused on helping established flooring businesses throughout the US & Canada cement their position as the best in their market. He started as a generalist - doing SEO for pretty much anyone with a website and a pulse. However, unsatisfied staying just another “me too” shop competing on price and freebies he doubled down on a single, very specific industry.
If you’re thinking “That sounds brutally hard…” you’re right. And that’s exactly why his story is worth paying attention to.
In this episode, we’ll discuss:
Moving beyond simple SEO to offer comprehensive solutions.
How clarity helped him find perfect alignment with his second business partner.
Leveraging AI for strategic decision-making and process improvement.
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E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
Daniel didn’t just decide to niche down overnight. He did what most agency owners do: listened to advice on the matter, got inspired, and then slammed into reality.
The first big obstacle he did not expect was letting go of “easy money” and legacy clients to go all-in on a focused market. He knew it was the right call but dropping old accounts and income streams wasn’t fun.
Next, it was building trust in a market that didn’t trust marketers.
Turns out, flooring companies aren’t like your typical trades. They’re often run more like retail stores than contractors. Multiple locations. Bigger payroll. Savvier buyers. And they’ve been burned by bad marketing agencies before.
So just ranking them on page one of Google was not enough. Daniel learned fast that his new niche didn’t just want leads they wanted the whole system: branding, follow-up, sales process, outreach, repeat business.
In other words: the actual solution not just SEO. Because the real lesson here is about getting under the hood of your client’s real pain points, not just selling your “service of the month.”
If you’re wondering why Daniel didn’t quit (although he did consider it many times), it wasn’t because niching was easy.
He stuck with it because he saw the momentum stacking up:
A podcast appearance got him in front of flooring pros.
A trade show speaking gig landed him more eyes.
He sponsored a Facebook group.
He kept learning exactly what flooring clients actually needed and then built the solutions, piece by piece.
One client turned into two. Then five. Then fifteen.
Today Daniel’s agency is firmly planted as the go-to marketer for flooring pros. He now has the authority, pricing power, and clarity he didn’t have as a generalist.
Daniel didn’t win because flooring was “easy money.” He won because he stuck with it long enough to know more about flooring marketing than any other agency out there.
Most agency owners quit when it gets awkward - or flip niches too fast.
Bottom line: the best niche isn’t the easiest — it’s the one you hang with long enough to become the undeniable authority.
When he started his SEO agency, Daniel was living in Tel Aviv, working at an SEO agency. Since not a lot of people knew about Search Engine Optimization there, it seemed like an opportunity to go on business on his own, which he did alongside another American friend who also wanted to start his own business.
That partnership worked fine for the first couple of years, until it didn’t. After Daniel moved back to the US, the relationship felt like playing Tug-of-War. They lived on different time zones, had competing interests and visions and the best call was for each to continue on their own path. It wasn’t easy. Daniel has spent the last two years picking up the pieces and setting a new vision for his business.
Who are we?
Who should we not serve?
What kind of agency do we actually want to be?
That search for a new stage attracted a new partner — someone who brought the exact pieces Daniel needed, at a moment when he finally had the clarity that’s so hard (and so damn profitable) to get right.
Only after that did he attract a new partner - someone who brought missing business expertise and industry knowledge. That alignment supercharged sales and positioned them to charge more and work with better clients.
Daniel admits: he’s a strategist, not a “numbers guy.” But instead of hiring an expensive consultant, he leaned heavily on AI tools like ChatGPT to interrogate his processes, nail down his goals, and even fix onboarding gaps that caused early-client headaches.
Great owners use AI not to replace people, but to think better and move faster - especially when you can’t see your own blind spots.
Pro tip: Have AI interview you about your agency goals. It forces clarity you might avoid on your own.
With ChatGPT as a voice he can bounce business ideas off of, Daniel has been working on developing clearer processes. While he used to shy away from these conversations, afraid to uncover huge flaws in the business, he now happily dives into deep strategy work to improve client communication and expectations.
For instance, the first 100 days with a new client can feel like a ghost town and that can spook even the best-fit clients. Daniel’s fix? Using AI and team workshops to tighten internal and external communication, so clients stay engaged while you work. This is crucial for avoiding churn and turning strategy into execution faster.
Daniel’s advice for agency owners is to avoid comparing themselves to peers at all cost. Everyone is on their own path and success is better defined individually. Had he followed common advice, he would’ve never gotten into a second partnership, which has really helped the agency’s growth. Furthermore, his growth was slower by choice, but deeper because he focused on getting the right clients and the right team before chasing pure revenue.
As Jason says: “There’s no silver bullet - only silver pieces you combine into your own version of success.”
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