Are you tired of the unpredictable “feast or famine” agency cycle? Or maybe your team is running on empty because project work always seems to arrive all at once? If those agency growing pains sound familiar, it might be time to get real about retainer contracts. This blog will break down what retainers actually are (and why agencies love them), how they stack up against project-based agreements, plus practical tips for structuring retainers that make both your clients AND finance team happy.
What Sets a Retainer Apart from Project Work
So, what is a retainer anyway? Let’s break it down for you:
- Retainer contracts mean a client pays your agency a fixed fee, usually monthly, for ongoing work over a set period (think 6 months, a year, etc.). You’re the “go-to” crew for whatever services you’ve agreed upon.
- Project-based agreements are for one-off gigs with a set deliverable and timeline (like a website launch). When it’s done, so is the contract.
Agency Finance Tip: Retainers work best when clients need ongoing marketing support (think content, SEO, campaign management), while project contracts are perfect for website builds or seasonal campaigns.
Challenges of Retainers for Agencies
Retainers might feel like the ultimate agency win…but let’s be real, nothing’s ever 100% perfect. If you’re thinking about retainers, keep these common pitfalls in mind.
The Flexibility Struggle Is Real
Retainer contracts naturally favor stability, but the tradeoff is less flexibility if your client’s needs change. Got a client who wants to pivot mid-contract or suddenly goes into “radio silence” mode? You might wind up negotiating scope, fast.
The Over-service Trap
One flat fee is great. Until it isn’t. If your client asks for “just one more thing” over and over, you risk eating the costs of extra hours. Scope creep is very real in agency land. If you don’t draw a bright line on what’s included, your profit margins might quietly vanish.
Harder Sale for New Clients
Sure, you know your agency is amazing. But for clients used to test-driving agencies with one-off projects, signing a long-term retainer right away is a leap. Rock-solid trust (and possibly a pilot project or “starter retainer”) is usually needed first.
All Your Eggs in One Basket
If a retainer client makes up a big chunk of your revenue, losing that business can hit hard. That’s why a mix of clients and contract types is usually safest.
Time Tracking and Reporting Headaches
Just because you’re not billing per hour doesn’t mean you stop time-keeping. Being transparent about how much work goes into “a month” helps justify the fee, keeps things fair, and builds lasting trust.
Big Wins Agencies Get from Retainers
Even with those potential pitfalls, many agencies (and clients!) swear by retainer models. Here’s why:
Predictable Monthly Cash Flow
Retainers are the finance equivalent of a weighted blanket. Knowing what’s coming in each month helps with team planning, business forecasting, and cutting down that “will we make payroll?” stress.
Deeper, Stickier Client Relationships
Working together month after month means you really get each other. Your agency becomes the expert on the client’s brand, market, and quirks. That insider knowledge leads to better outcomes and upsell opportunities.
Smoother Project Pipeline
Instead of scrambling to win new work every month, the agency can focus on delivering excellent work for steady clients. This predictability reduces burnout and makes it easier to scale.
Strategic Focus
Retainers mean you can plan ahead and play the “long game” with campaigns, branding, or SEO. No more cramming everything into one month and hoping for magic.
Easier (and Friendlier) Billing
No need to chase down invoices for every small deliverable. Set, reliable billing means fewer awkward emails and less admin.
Pro Tips for Building a Rockstar Retainer Contract
Getting the contract right matters more than you think. Here’s how to set your agency and your client up for a smooth, stress-free partnership.
1. Define the Scope, and Then Spell It Out Again
List exactly what’s included in the retainer, from deliverables (“four blog posts/month”) to meetings (“bi-weekly check-ins”). If it’s not in the contract, it’s not in scope. Set expectations early and revisit often.
2. Don’t Forget the “Extra” Policy
What if the client wants more work than the retainer covers? What if something major pops up mid-month? Be super clear on how overflow is billed (by the hour? as a separate project?). Boundaries are healthy for both sides!
3. Set a Fixed Fee… but Track Your Time Anyway
Even if you’re not billing hourly, tracking what it takes to deliver retainer work helps you keep the contract profitable. It also gives you data to renegotiate if scope creeps.
4. Build in Flexibility Where It Matters
Allow for periodic reviews (quarterly or every six months) to adjust the scope or fee as needed. This makes it easier to scale up when things go well or downsize amicably if needs change.
5. Get the Legal Bits Covered
Don’t skip the fine print. Include clear terms for communication, deliverables, renewals, and how the agreement can end (including notice periods for either side to walk away).
6. Make Reporting Transparent
Monthly updates build trust. Share what was delivered, what’s coming up, and where any extra hours landed. When clients SEE the value, they re-sign with confidence.
7. Use Tools to Manage the Chaos
Agency life gets messy. An end-to-end management tool like Deltek WorkBook brings all your invoicing, time logging, and resource planning into a single dashboard so you’re never guessing if the contract is on track. Plus, it keeps transparency with your clients and frees up your time for, you know, actual marketing.
Your Next Step to Smarter Agency Finance
Retainers aren’t a silver bullet, but they are a proven way to build a resilient, profitable agency (AND cut down on that endless new business scramble). The key? Nail the scope, communicate often, and use agency finance tools that scale with you, not against you.
Want less admin and more time for creative work? Get a demo of Deltek WorkBook to see how top agencies track time, manage scope, and keep retainer clients happy, month after month.
