I was introduced to them via a friend. I know the market well enough to recognize that there was potential to find clients and take a "scrape" off the new business. I know the qualms customers have with their existing service providers so whenever there are any concerns I curate very specific messages during the sales process to reel them in. Once they are signed up, getting it right 100% of the time is impossible, so I also step in on the "support" side and help solve issues, provide proposed solutions to challenges, etc. I do agree with you. Many other types of "sticky" and "unsexy" businesses out-there that are very easy to rank highly in SEO locally in dense urban environments.