Noticing common threads
At some point within my second year of business, I took a step back and noticed a common thread — not only in the industry I work in, but literally everywhere. What we were offering was just not quite what it could be and I needed something to connect the dots between the common thread and my offer.
The Common Thread: MRR, or Monthly Recurring Revenue — what our clients call “cash-flowing assets.”
Clients that we work with purchase manufactured home communities and rent the lot the home sits on to the tenant. That’s mailbox money every single month for them. Now of course there’s a lot more to it than just that, but that was the theme I was surrounded by.
I had notions of somehow purchasing my own community at some point, but as business was scaling rapidly, I wasn’t 100% sure I’d even have the time to own or operate a park. I was still figuring out how to keep up with ParkWeb’s rapid growth.
I knew what “Other Agencies” were doing. They were hosting and securing their clients’ websites, doing backups — you know, the normal stuff. Then it hit me. I was praying about what to do, and the Lord gave me the name “ParkWeb.” I knew it pointed toward creating a predictable revenue stream — guaranteed monthly income that would sustain us even in a slow month.
At first, ParkWeb was just a product of Rodesi Co. Later it become the DBA, simply because of the industry we serviced: Mobile Home Parks. People knew instantly what we did instead of always asking what Rodesi Co. meant.
So I quickly sat down and decided we needed to put packages together that would be more than just “build a website” and “we’ll host it.”
I saw another recurring theme, and that was that these operators needed ongoing updates to their site. Boom. There it was. For a nominal monthly cost, we’ll not only host, secure, back up, and maintain the site, but we’ll make sure any updates you need are taken care of.
Think of it like this: all the benefits of an in-house web development team at a fraction of the cost.
Differentiating ourselves from other agencies
Deep down, I knew this wasn’t enough, but I knew it was enough to move us forward in the direction we’d ultimately end up in. That direction, in short, was transforming into a company that created revenue systems. We connect the dots for you, maintain, and generate leads. So what this created was an offer that was so irresistible it would be stupid not to say yes.
Our value prop was this:
- We’ll build it
- We’ll maintain it
- We’ll secure it
- We’ll integrate your apps/systems
- We’ll make sure it’s conversion-rate optimized
- We’ll make sure your SEO is on point
- We’ll generate Leads
All of a sudden, the ROI for the client made sense. The investment they were making wasn’t just a pretty website. It was a way to continuously generate revenue, leads, new tenants — all of it.
The offer was working. I just couldn’t explain why — until I picked up a book that gave me the language.
I recently read Alex Hormozi’s $100M Offers, and the way he explained everything was like I finally had language for what I’d been doing by instinct.
If you haven’t read it, the core idea is simple: build an offer so valuable that people feel stupid saying no. Not through pressure. Not through clever sales tricks. Through stacking so much real value that the price becomes irrelevant.
When I look back at how ParkWeb took shape, the three concepts from that book were already baked into how I was building:
- Niching down — picking one lane and staying in it
- Premium pricing — charging what the work is worth
- Stacking value — the Grand Slam Offer
I just didn’t have the vocabulary for them yet.
I picked one lane and stayed in it.
Hormozi talks about niching down — becoming “the guy” for one specific type of person with one specific problem. When I started, I could’ve been a generic web design agency. There’s no shortage of those. Instead, I went all in on manufactured housing and RV park operators.
That decision felt risky at the time. It’s a narrow market. But narrow is exactly the point. When an operator Googles “mobile home park website design,” I don’t want to be one of fifty options. I want to be the only one that actually understands their world — Rent Manager, MHVillage, lot availability, tenant portals, all of it.
You can’t be that if you’re also building websites for dentists and coffee shops. The niche is what made us indispensable.
I charged like I meant it.
Early on, I had a choice. I could compete on price with every freelancer on Upwork and Fiverr, or I could charge what the work was actually worth and back it up with results.
I chose the second one. And it changed everything.
Here’s what Hormozi gets right about premium pricing: when you charge more, you attract better clients. Clients who value the work. Clients who show up prepared. Clients who actually implement what you build for them instead of letting the site collect dust. Cheap clients don’t just pay less — they cost more. More revisions, more hand-holding, more scope creep, more headaches. I learned that the hard way before I ever read a book about it.
Raising my prices didn’t shrink my pipeline. It filtered it. And the clients who stayed were the ones I actually wanted to work with.
I stacked value until the offer sold itself.
This is the one that clicked the hardest when I read it. Hormozi calls it the Grand Slam Offer — instead of selling one thing, you stack so much value into the package that comparing it to a competitor’s quote feels impossible.
At ParkWeb, we don’t just hand someone a website and wish them luck. The offer includes design, development, hosting, maintenance, listing management, integrations with their existing tools, branding if they need it, and ongoing support so the site doesn’t rot six months after launch. It’s not a website — it’s an operating system for their online presence.
I didn’t build that offer because I read a framework. I built it because operators kept telling me what they actually needed, and I kept saying yes until the package made sense. But when I read Hormozi break down the math behind why that works — why stacking value increases perceived worth without increasing price proportionally — it confirmed what I was feeling in the field.
The lesson isn’t complicated: solve more of the problem, and the price stops being the conversation.
The takeaway
You don’t need to read $100M Offers to build a great business. But if you’re already doing the work — niching down, charging what you’re worth, stacking value — reading it will show you why it’s working. And more importantly, it’ll show you where you’re leaving money and leverage on the table.
And honestly, recognizing that I was already doing it — that’s the win. I write more about that mindset: measuring your success against where you started, not where you think you should be.”