A marketing agency in McHenry is priced on adjusted seller’s discretionary earnings after a buyer compares this book to Crystal Lake — not on a statewide rumor multiple. Illinois CBS-1 (10 business days). No Chicago 45-day city notice unless the business also operates in Chicago. The statewide marketing agencies playbook is on the industry hub; this page is the McHenry file. Confidential sale. No upfront listing fee.
Confidential • No upfront fees • Illinois statewide
McHenry market
Selling a marketing agency in McHenry
A marketing agency in McHenry is priced on adjusted seller’s discretionary earnings after a buyer compares this book to Crystal Lake — not on a statewide rumor multiple. Illinois CBS-1 (10 business days). No Chicago 45-day city notice unless the business also operates in Chicago. The statewide marketing agencies playbook is on the industry hub; this page is the McHenry file.
McHenry is a Fox River and Chain O’Lakes city in McHenry County — waterfront recreation plus a working downtown, not Crystal Lake’s larger commercial core.
Boating-season hospitality needs a winter story. Route density thins toward the Wisconsin line. Owner-operators from Crystal Lake and Wisconsin-border towns are more likely than Chicago PE. Seller financing is more common here than on the North Shore.
McHenry has about 26,992 residents in McHenry County, inside the Chicago-Naperville-Elgin area. Nearby markets buyers already compare this book to include Crystal Lake, Algonquin, Woodstock. That comparison changes who shows up: a buyer who will drive from Crystal Lake is not the same buyer who will fly in from a coastal platform.
Planning facts
Typical multiple
3x–6x SDE
Typical timeline
6–12 months
SBA eligible
Often — confirm
County
McHenry County
Population
26,992
Metro
Chicago-Naperville-Elgin
Nearby comps
Crystal Lake, Algonquin, Woodstock
Closing clock
Illinois CBS-1 (10 business days). No Chicago 45-day city notice unless the business also operates in Chicago
DuPage, Lake, Kane, Will, McHenry, Kendall, and neighboring collar shops sell on household density and the I-88, I-90, I-94, and I-55 corridors.
There is no Chicago 45-day city notice unless the business also operates in Chicago. Buyers still compare this suburb to the next one on the same highway.
McHenry demand for marketing agencies is the customer list and the license path — not the Census population figure. About 26,992 residents is context for who already lives in the trade area. It is not a sale price.
Marketing Agency in McHenry
What a McHenry buyer will underwrite on this marketing agency
Buyers comparing a marketing agency in McHenry to shops in Crystal Lake, Algonquin, Woodstock will underwrite the customer list, the lease, and who holds the license — not a shared McHenry County multiple.
Marketing Agencies statewide typically plan around 3x–6x SDE and a 6–12 months process when books and the lease are ready. That is a planning range, not a price for this McHenry shop. Buyers here usually argue recurring retainer revenue, client concentration, team retention, proprietary capabilities.
Closing clock for this McHenry file: Illinois CBS-1 (10 business days). No Chicago 45-day city notice unless the business also operates in Chicago. License path: No statewide marketing license. The industry hub teaches the statewide rule. This URL is the McHenry application of it.
In a suburb like McHenry, larger agencies, strategic acquirers, pe-backed platforms are the names that usually appear on the NDA list. A buyer who will drive from Crystal Lake is not the same buyer who will fly in from a coastal platform.
Buyer pool
Who buys a marketing agency in McHenry
Owner-operators and neighboring DuPage/Lake strategics. PE is selective — they want enough EBITDA to justify the drive from the city. Seller financing is more common than on the North Shore.
Illustration: a 12-person B2B agency in Chicago with eight retainer clients, the founder still on every weekly, and 30 percent of revenue in one SaaS account. Not a closed sale.
A marketing agency whose customers already sit in Crystal Lake, Algonquin, Woodstock is a larger business than one that stops at the McHenry city limit. Tell the truth about the route. Buyers will map it.
SDE recast
How a buyer will read the books on this McHenry marketing agency
Agency recasts on retainer MRR after a market-rate account lead, not a single campaign year. Add back owner-rainmaker compensation, then pull pass-through media and any contractor farm that is really 1099 friends. Client concentration above ~25 percent is a haircut, not a logo slide. A 3x–6x SDE band is for contracted retainers that survive the founder leaving lunch.
Illustration only — not a quote for any McHenry shop. A marketing agency whose tax return shows $189,000 of net profit is not worth $189,000 × a rumor multiple.
Add back the owner’s $118,000 W-2 and payroll tax, $27,500 of discretionary benefits, $16,500 of accepted one-time cost, and $7,500 of personal expenses that a buyer will not run. Then subtract $68,000 of replacement labor if the owner still diagnoses, sells, or closes the books.
Adjusted seller’s discretionary earnings are $290,000. At the planning range 3.0x–6.0x, enterprise value is $870,000 to $1,740,000. Mid-range 4.50x is $1,305,000 before debt, working capital, holdback, and tax. A McHenry buyer will argue the multiple after they ride with the staff and read the lease.
At 4.50 times $290,000 of seller’s discretionary earnings, enterprise value is $1,305,000 before debt, working capital, holdback, and tax. That is the planning conversation. It is not a listing-site guess.
SDE line items
Reported net profit (tax return, not the marketing P&L)
+ Interest expense
+ Income taxes (not payroll, sales, or property tax)
+ Depreciation and amortization
+ Owner W-2, bonuses, and payroll taxes on the owner
+ Discretionary owner benefits that a buyer will not keep (auto, personal travel, family on payroll with no role)
+ Accepted one-time or non-recurring expenses
− Market-rate replacement labor for owner work that will not transfer
= Seller’s Discretionary Earnings (SDE)
Illustration recast for a McHenry marketing agency — not a quote
Net profit
$189,000
Owner W-2
$118,000
Benefits
$27,500
One-time
$16,500
Personal
$7,500
Replacement labor (subtract)
−$68,000
Recast SDE
$290,000
Planning EV at 4.50x
$1,305,000
Recast Seller’s Discretionary Earnings, then apply a planning multiple for marketing agencies.
Replacement labor is subtracted. This is a planning tool, not an appraisal.
Recast SDE—
Planning enterprise value—
Before debt, working-capital peg, holdback, and tax. Educational only.
Enter your annual Seller's Discretionary Earnings (SDE) — your net profit plus owner's salary and any personal expenses run through the business — to estimate a range.
$
1x3.0x8x
Estimated Value Range—to—
This is an estimate for planning purposes only. Actual value depends on lease terms, asset quality, customer concentration, and current market conditions. Request a professional valuation for a precise number.
McHenry County uses state CBS-1 and municipal licenses in Crystal Lake, McHenry, Woodstock, and Algonquin. Rural and village zoning can restrict contractor yards and outdoor storage. No Chicago/Cook 45-day local bulk sale.
No statewide marketing license. If they place insurance, mortgage, or healthcare advertising, those verticals add their own claim rules. Illinois does not transfer client contracts by logo change — assignment clauses and personal guarantees sit in the MSAs. The “book” is the contracts and the team, not the Instagram.
Labor and lease
What has to keep working on Monday after close in McHenry
For a marketing agency in McHenry, the first labor question is: Written retainers with assignment paths.
Route density drops north and west of Crystal Lake. Winter home-services volume is real; summer landscaping books need snow or other off-season work or buyers will haircut. Huntley and Algonquin lean toward Kane/Cook overflow.
Northwest exurb: growing rooftops, still a farm-and-lake county in the western townships. Do not assume Chicagoland PE interest on a two-truck shop.
Diligence
What a serious marketing agency buyer will open
Levers that move the multiple in this vertical: Written retainers with assignment paths; Account leads who stay and already own the weekly; Low client concentration; Revenue that is fees, not pass-through media; IP and ad-account control the buyer can keep Monday.
Have these ready before anyone hears the name of the McHenry business: Retainer versus project mix and remaining MSA term; Client concentration and who holds the relationship; W-2 team versus 1099 farm and utilization; Pass-through media as a share of revenue; IP ownership of creative, pixels, and ad accounts; Non-solicits that Illinois will actually enforce.
Buyer tool
SBA payment sketch for a McHenry marketing agency buyer
Most Illinois owner-operator acquisitions use SBA 7(a). This is a payment sketch, not an approval.
SBA 7(a) loans are the most common financing for business acquisitions. Estimate your monthly payment and required down payment based on the purchase price.
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yrs
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Loan Amount—
Est. Monthly Payment—
This calculator provides estimates for planning purposes only. Actual SBA loan terms depend on your credit profile, the specific lender, and current market conditions. Contact us to connect with SBA-approved lenders in Illinois.
Sale steps
How to prepare a McHenry marketing agency for sale
Recast this McHenry marketing agency. Start with the tax return. Add owner pay. Subtract replacement labor if the seller still does the work a McHenry buyer must hire. Do not treat a spike year as the new normal.
Name who can operate on Monday. List every credential that lets this marketing agency pull a permit or see a patient in McHenry, and whether that person stays. Personal licenses do not transfer with the assets.
Tell the truth about the McHenry trade area. Map customers against neighboring towns. Buyers will. A book that already covers those towns is larger than a book that stops at the McHenry limit.
Open the lease and the labor file. Remaining term and assignment in McHenry County. Whether the crew can run without the seller living eight minutes away.
Calendar the notices that apply here. Illinois CBS-1 (10 business days). No Chicago 45-day city notice unless the business also operates in Chicago. Start them at letter of intent, not the week of funding.
Read the statewide playbook, then talk. The Illinois marketing agencies hub is the statute and recast teaching. This page is the McHenry file. Confidential consult — no upfront listing fee.
Answers for owners and buyers in McHenry County, including local closing steps.
Illinois marketing agencies typically sell for 3x–6x SDE. Recurring retainer revenue, client concentration, team retention, and proprietary capabilities or methodologies are the primary value drivers.
Buyers discount agencies heavily if a single client represents more than 25–30% of revenue. Diversifying your client base before selling — even over 12–18 months — can meaningfully increase your multiple.
Recurring retainer revenue, a strong team with client relationships, proprietary processes or technology, industry specialization, and clean, well-documented financials all add value. Buyers are acquiring a revenue stream, not just a client list.
Key employee retention bonuses, employment agreements, and in some cases equity participation are used to retain critical team members. We structure transitions to protect the people that make the agency valuable.
Most Illinois marketing agency sales close within 6–12 months. Agencies with recurring revenue and organized financials attract buyers more quickly.
Most McHenry asset sales file Illinois Form CBS-1 at least 10 business days before closing. McHenry County does not use Chicago’s 45-day city notice unless the business also operates there. Municipal licenses and the lease still need their own calendar.
Buyers in McHenry are often SBA owner-operators and neighboring operators along the same corridor. Larger recurring books can draw a platform. They will compare this suburb to the next town in McHenry County.
No. The planning multiple for marketing agencies is a statewide starting point, not a McHenry appraisal. Buyers in McHenry County still adjust seller’s discretionary earnings, then argue the lease, licenses, labor, and owner dependency.
Service Area
Marketing Agency Brokerage Near McHenry
We serve marketing agencies owners and buyers across McHenry County and the surrounding region.