Agencies, Associates & The Awkward Truth About Rates
Hot off the press! Straight from the social media chat forums and business networking groups! A subject that’s been quietly simmering in the virtual assistant/freelancer world – associate rates, agency profits, and the general sniffiness that sometimes arises when people see what agencies charge compared to what they pay their associates.
Now, before we dive in – this isn’t a whinge, nor is it a “how dare you question my pricing” moment. It’s a peek behind the curtain for anyone working as an associate (or thinking about it), and a bit of solidarity for agency owners who are out here doing the graft. Because if we’re being honest – if we were doing all this for fun, we’d call it a hobby and go for a long lunch instead!
So, Why do agencies charge what they charge, and why is it more than what they pay their associates?
1. Business Development Isn’t a Side Job – It’s a Full-Time Hustle
Starting with the biggie. If you’re an associate, chances are you haven’t had to do the hard yards to find the work. That’s because the agency has already done it. We’ve spent hours – no, years – building relationships, showing up, proving our worth, networking, following up, and nurturing those connections so the client not only comes to us, but stays with us.
And let me tell you – keeping a client is as much work as getting them. We check in with our clients regularly, keep communication strong, and ensure standards are upheld. We’re not just a middleman passing on a task – we’re part of the quality control, the trust-building, and the reputation maintenance.
Our time isn’t “admin fluff” – it’s the engine room. Without it, there’s no work to pass on in the first place.
2. Marketing Doesn’t Pay for Itself (And It’s Never Just a Facebook Post)
Marketing – the bit no one wants to pay for, but everyone wants the results from!
If you think agencies just pop a post on LinkedIn and the work rolls in, you’ve missed the memo. Behind every “new client signed!” post is hours of strategy, design, lead magnets, newsletters, videos, analytics, social proof, SEO, and oh yes, actual money spent. Ads, platforms, email systems, CRMs – they all cost, and not just a few quid!
Staying top of mind in a sea of talented service providers isn’t easy. It takes real expertise and serious consistency. Marketing is how we stay relevant, visible, and attractive – which ultimately means more work for everyone on our books.
3. Responsibility & Risk: It’s All on Us
One of the best parts of being an associate? You don’t have to worry about much beyond doing a great job. That’s no small thing, of course, but let’s talk about what the agency is carrying:
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The client contract? We’ve negotiated that.
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The expectations and deliverables? We manage those.
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The client’s crisis when someone’s on holiday, sick, or decides to leave? That’s ours to fix – fast.
And when things don’t go to plan? Guess who’s on the line. Yep, us. The agency carries the brand, the liability, the emergency contacts, the backups and the bridge-building when needed.
We’re not just project managers – we’re peacekeepers, fire extinguishers, and solution-finders. And that comes at a cost.
4. Coordination Isn’t Just “Organising Stuff” – It’s Culture, Compliance, and Chaos Control
Coordinating contracts isn’t just ticking boxes. It’s scheduling work, reviewing timesheets, sorting out payments, managing workloads, and ensuring every moving part ticks along nicely – without anyone feeling micromanaged or undervalued.
And beyond that, we’re building something bigger – a culture. A way of working where associates feel supported, clients feel looked after, and the values of the business are upheld even when the agency founder isn’t in the room.
Culture doesn’t just happen. It’s designed, communicated, and lived. And if you’re doing it right – it takes time, heart, and serious intention.
So, What’s the Point?
The point is this: when agencies charge a certain rate and pay their associates less than that figure, it’s not greed. It’s business. A business that carries cost, risk, investment, and a whole lot of unseen legwork.
Of course, the relationship between an agency and an associate should always be fair. Associates should be paid a good rate, treated with respect, and never feel like they’re being short-changed or ghosted.
But fairness goes both ways.
If you want to work independently and earn 100% of the client fee – go for it (seriously, I did – and I applaud anyone who does!). But if you want the benefits of agency life – the steady work, the reduced pressure, the support – then understand what you’re buying into. The agency earns its cut – and if they don’t, they won’t be in business long.
Final Thoughts (And a Bit of Heart)
At Flo Right, we care deeply about people – associates, clients, colleagues, everyone. We’re not in the business of exploitation. We’re in the business of sustainability. For everyone involved.
That means healthy profits and healthy partnerships. Because let’s be honest – none of us are out here to scrape by. We’re building lives, not just jobs.
So if you’re an associate reading this – thank you. Your work matters, your standards matter, and we see you. And if you’re an agency owner nodding along – keep going. You don’t have to justify your worth to everyone. But it’s good to know why you charge what you do – and to stand tall in it.
Because the truth is: if we weren’t doing it for profit, we’d be doing it for free. And that just wouldn’t work – not for any of us.
If you’d like to work with the Flo Right team, where you are treated as a valuable contributor the business’ success with great pay, mentoring and training support, then get in touch. Similarly, if you are thinking about branching out and taking on associates but aren’t sure where to start, get in touch too! I’d be delighted to support you.
With appreciation
Kayleigh
