Why we haven’t lost a client in almost two years

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April 26, 2025

10:41

Why we haven’t lost a client in almost two years

We do marketing for solar and renewables companies, and we haven’t lost a client in almost two years.

Not “we lost one two years ago.”
We literally haven’t lost one.

That’s not because everything has been perfect.
It hasn’t.

There have been moments where results weren’t where they needed to be.
There have been mistakes.
There have been uncomfortable conversations.

But there are a few very deliberate decisions we’ve made that explain why clients stay — even when they don’t have to.

We only work with businesses we genuinely believe we can help.
We take responsibility when things don’t go to plan.
We operate on monthly agreements, so clients choose us every single month.

And when campaigns struggle, we don’t shrug and move on — we put more resource in, not less.

This video is an honest explanation of how we think about churn, accountability, and long-term relationships — and why we care far more about clients staying because they want to, not because they’re locked in.

For context, this video was originally recorded on 5 December 2024, views & strategies may have changed since.

Featuring

Jude Cornish

Chief Commercial Officer

Video transcript

We do marketing for solar and renewables companies, and we haven’t lost a client for almost two years since we started. It’s not like we lost a client two years ago—we literally just haven’t lost one. I think there are a few reasons for that. Of course, we’re always striving to be better, and there will be instances where we haven’t performed as well as we should have and clients have stuck with us when they probably didn’t have to. But overall, I’d like to think we do things in a way that warrants the statement that we haven’t lost a client in two years.

The first reason is that we only sign people we fundamentally believe we can get results for. If we don’t think we can achieve the goals you’ve set, or the goals you’ve set for yourself, we’ll tell you. Even if you say, “Look, I get it—you probably won’t hit the goal, but I still want to do it,” we’ll usually push you to make the goal more realistic or align expectations so there is a successful outcome from the engagement. That’s the first big thing: working with people we know we can help, and turning away those we can’t. That’s how you avoid churn. A lot of agencies that churn clients likely know from day one they’re not going to get results, and it doesn’t have to be that way.

We might grow slower as a result, but we prefer it, because when we have a prospect, I can give them the phone number of any one of our clients and they’ll give an honest testimonial about us as people and as a business. Even if they’ve only just started and haven’t necessarily seen full financial ROI yet.

The second reason we haven’t churned clients is that we hold true to values like honesty, integrity, hard work, and fixing things if we mess up—because we do mess up. We’ve made mistakes, and when we do, we focus on fixing them as quickly as possible. For example, we had a pricing model back in 2024 that didn’t work for us at all. It worked for the installers, and some were getting very strong cost per acquisition results, but we were still unprofitable under that model.

So we had to move everyone onto a different pricing structure—one they hadn’t originally agreed to. It was an unideal situation and we took accountability for it. We were naive in how we built the previous pricing model, we got the numbers and forecasts wrong, and it simply wasn’t going to work. We proposed a new structure and moved around six or seven clients onto it, and every single one stayed with us. That required trust and buying into the vision we had, and we’re still incredibly grateful to those clients. Many of them are now getting fantastic results as a result of sticking with us.

The third reason is that we only operate on monthly recurring contracts. There’s a 30-day notice period, which means every single month we have to prove we’re still worth the fee, commission, or whatever structure is in place. We don’t lock anyone in. The only situation where we’d consider a longer agreement is for a client who’s already been with us a long time and where there’s a clear benefit for them. But so far, we’ve only done monthly contracts, and that’s pretty cool because every month clients are choosing to stay with us rather than feeling stuck.

A lot of agencies assume that would increase churn, because people can walk out whenever they want. I’d argue the opposite. If you make someone feel stuck, they want to leave even more. We don’t want to be sticky because of contracts—we want to be sticky because of results. Holding ourselves to that standard keeps us focused on performance, and even if results aren’t perfect, clients can see we’re genuinely putting in the effort to improve them.

And the final point is that not every campaign is going to be a hero case study. For example, AJ Renewables is a hero case study now. They got 11 deals in the first month and closed over six figures in revenue within that first month, not even accounting for deals that closed later from leads generated in that same period. But the first week or so was dire. The first two days were good, then there was about a week or a week and a half where lead costs were too high and progression wasn’t where it needed to be.

It took a lot of work to understand why lead costs were high, invest the time and resources to create and edit new creatives, and iterate on the ad account setup, creative mix, and budget allocation. But we’re not going to onboard someone, see high lead costs, and shrug. It’s our responsibility. We put more resource into that account than into accounts that were already performing strongly, and we managed to reduce the lead cost significantly—by roughly two-thirds. Over the full month, the campaign became incredibly successful.

That’s the type of accountability that matters: taking responsibility for what happens, what’s going on, and the results we generate. That probably sums up why we haven’t lost a client since we started and since we specialised into renewable energy.

Hopefully we can keep that streak going, but what’s more important to us is that clients stay because they want to, not because we’re trying to protect a “two-year no churn” tagline. It’s a nice phrase, but if someone could get better results elsewhere, I’d rather they leave than stay just so we can keep saying we’ve never lost a client.

If you want to put us to the test and see if you’ll be one of those clients that sticks with us for multiple years, then click the book-an-appointment button above this video or drop me a message, and we’ll sort something out. Cool. I’ll catch you in the next one.

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