What am I doing wrong?
Hello everyone, I’m feeling pretty deflated and could really use some advice.
Around a year ago, I started a nanny agency. I’ve worked as a nanny myself for years, and owning an agency is something I’ve always wanted to do. I’m based in London, but I cover the whole UK and also work internationally. I built everything from scratch myself - the website, terms and conditions, business model, systems, all the technical side of things, etc.
I also invested in a business coach who specialises in nanny agencies and joined her programme, which includes ongoing support. At the time, I felt really excited and optimistic.
Her strategies mainly focus on organic marketing, personal branding, and building connections through platforms like Facebook and Instagram. At first, I was really uncomfortable putting my face and name out there because ideally I just wanted to hide behind the business LOL. But eventually I pushed myself to do it. I branded my personal accounts, shared my story, explained why I started the agency, and really committed to showing up online.
That was 9 months ago.
In that time, I haven’t closed a single sale. I’ve only had around 3 serious enquiries, and they all eventually ghosted me. Part of that could absolutely be down to my inexperience with sales calls, which my coach is helping me improve, and I know that’s something I need to work on. But honestly, the bigger issue is that I’m barely getting enquiries or calls in the first place.
I know London, and honestly the entire UK/world, is saturated with nanny agencies. My coach keeps telling me oversaturation isn’t the issue, but it’s hard not to feel like I’m competing against large, established agencies with hundreds of reviews, years of word-of-mouth referrals, and strong industry connections.
I’ve tried positioning myself as more of a smaller, boutique-style agency because I know some parents prefer that more personal experience, but it still doesn’t seem to be landing.
I’ve stayed consistent for 9 months. I’ve poured hours and hours into this business, and every month I’m continuing to lose money with nothing coming back from it. I don’t want to give up because I care about this so much, but mentally it’s becoming harder and harder to keep going.
Things I’m already doing:
- My website is professional, informative, and easy to navigate/contact.
- I write blog posts with relevant and relatable content and share them across social media.
- I create informative/relatable posts, carousels, and occasional reels.
- I actively engage with accounts relevant to my industry.
- I post on LinkedIn and connect with people who work with similar clientele.
- I post in parenting Facebook groups and comment on childcare-related posts.
- I add/connect with parents from mums groups.
- I use the Nextdoor app and reach out to parents looking for childcare.
I’ve also tried expanding my services. I launched a babysitting service in the hope that it would help build trust with families, generate reviews, and eventually lead to full-time placements through word of mouth. I also introduced consultation calls for parents needing help with the hiring process and still nothing.
At this point, I genuinely don’t know whether I’m missing something obvious, whether this industry is just incredibly difficult to break into, or whether I’ve simply been going about things the wrong way.
Please be honest with me. I’m exhausted and feeling really stuck. Any advice, insight, or even tough love would honestly be appreciated.
TL;DR: Started a nanny agency 9 months ago after investing heavily in branding, organic marketing, content creation, networking, and additional services. Despite consistent effort, I haven’t closed a single sale and have only had a few enquiries that ghosted. Feeling burnt out and wondering what I’m doing wrong.