Buyers pay for demand they can keep after you leave: a domain you own with real organic traffic, a Google Business Profile with a deep review history, a customer database you have permission to contact, and documented lead sources with cost per acquisition by channel.
What kills value is a website built inside an agency's account, a Google profile you cannot access, a phone number owned by a lead vendor, and revenue that traces back to the owner's personal relationships. Before a sale, move every account into your own name, pull twelve months of channel-level reporting into one place, and show recurring revenue from maintenance agreements.
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