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Transform Your Expertise into a Profitable Online Coaching Business with Jon Penberthy

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Transforming your expertise into a successful coaching business requires a strategic approach to monetizing your knowledge, with a strong emphasis on client satisfaction and adaptability to their evolving needs. By prioritizing these factors, you can build a coaching practice that flourishes, provides long-term value to your clients, and supports sustained growth for your business.

The potential for this growth is underscored by the global online coaching market, which was valued at $3.2 billion in 2022 and is projected to reach $11.7 billion by 2032, reflecting a compound annual growth rate (CAGR) of 14% from 2023 to 2032.

Jon Penberthy, founder of AdClients and a leader in online coaching, highlights the significance of the knowledge economy in today’s marketplace. He notes, “The knowledge economy is now worth over half a trillion dollars a year. That means every year, people like you and me are paying others—not for physical products, but for the exchange of knowledge.” This shift presents a compelling opportunity for those willing to leverage their expertise in this evolving market.

Penberthy’s philosophy emphasizes the power of positive thinking and challenges traditional views on credentialism and rigid professional roles. He asserts, “Nowadays you only need to be one step ahead of someone else for them to be willing to hand back some money to learn from you.” His success as a how-to coach exemplifies this approach, showing that with the right mindset, anyone can turn their knowledge into a flourishing business.

Essential Steps to Starting Your Online Business

At the heart of any business plan is the decision about what type of product you will provide in the online marketplace. Jon Penberthy explores various possibilities, from relationship counseling to pet care, ultimately settling on a widely sought-after internet offering: personal health and fitness.

“Let’s say you do not have a personal trainer certificate, but you have figured out a specific nutrition and exercise regime that works,” he states. “There are people out there who want to look how you look and are willing to pay you for your knowledge … the opportunities are endless – you just have to ask yourself what you know that is a little bit more than those around you. That’s the starting point for your own training program.”

The next step involves packaging your training for an online audience, and Penberthy recommends creating a series of recorded videos as an effective approach. This leads to the question of how much to cover in the initial video and the order of presentation.

He suggests finding friends and family who are interested in your topic and willing to learn more. By selecting a few volunteers and teaching them over several weeks for free, while taking diligent notes on what works and what doesn’t, the teaching process will gradually reveal itself.

Build a Sales Funnel

Regardless of how your business attracts customers, potential buyers often follow a similar path, asking common questions and taking comparable steps when deciding whether to make a purchase. A sales funnel is an effective way to visualize this journey, offering valuable insights into the customer experience. It helps you see the sales process through their perspective while also serving as a practical training tool for your sales team.

Penberthy highlights the importance of this approach, “A sales funnel helps transition potential customers from being strangers to ready-to-buy clients,” he explains. By breaking the process into a series of steps, the sales funnel gradually informs and engages potential customers, guiding them toward a purchase decision without overwhelming them with information.

Attracting Attention—The ‘Eyeball’ Factor

Once you’ve understood the initial steps for setting up your online coaching or course, the next challenge is attracting people to your funnel, often referred to as the “eyeball” factor. “Bringing traffic to your site involves content creation and deciding between organic (unpaid) traffic through various social media channels or, if your budget allows, paid traffic,” Penberthy explains.

Penberthy explains that with organic traffic, individuals will be active on social media, creating content designed to build an audience interested in their topic. He adds that if one can invest some funds, paid advertising—especially on YouTube—can be an excellent starting point, as it delivers instant traffic compared to the uncertain outcomes of organic posts.

Once the advertising strategy is established, the next step is to continually refine and enhance the course, making it more concise, message-rich, and easier for potential customers to understand what is being offered.

He emphasizes that this process isn’t just about feeling good about one’s work; it’s about boosting conversions. The more effective the campaign, the more referrals satisfied customers will provide when recommending the program. A stronger program also allows for higher pricing for the services offered.

After refining your online advertising strategies and advancing your course or coaching development, the next step is to scale up. Penberthy suggests that this may initially involve what he refers to as “the pop-up offer” or one-on-one coaching, enabling you to start selling your course in 48 hours or less.

He notes that this phase requires a significant investment of time but is crucial for growing your business with clients who will not only pay for your expertise but also recommend your courses to a broader audience. However, he emphasizes the need to leverage your time effectively, as there are only so many hours in a day.

The key to success in online courses lies in combining “low-ticket” (mass appeal) content with “high-ticket” one-on-one training. “I take the stand-alone low-ticket coaching and wrap it around the one-on-ones to create the concept of “high-ticket” group coaching, which is a limited-subscriber webinar-based training pitched at high-end clients who are willing to pay a premium to overcome their seeming lack of success in the online marketplace,” Penberthy says. 

By implementing this strategy, he adds, you can not only maximize your time in the business space and free up energy for friends and family but also potentially increase your monthly income to four or five figures, ultimately leading to an annual income of six to seven figures.

Jon Penberthy’s insights provide a clear roadmap, emphasizing the importance of understanding your audience, leveraging effective marketing strategies, and continually refining your offerings. By combining low-ticket and high-ticket training approaches, you can maximize your reach while delivering exceptional value to your clients.

As you embark on this path, remember that your knowledge and passion can not only lead to financial success but also empower others to achieve their goals. Embrace the opportunities ahead, and watch as you build a thriving coaching business that makes a lasting impact.

The idea of Bigtime Daily landed this engineer cum journalist from a multi-national company to the digital avenue. Matthew brought life to this idea and rendered all that was necessary to create an interactive and attractive platform for the readers. Apart from managing the platform, he also contributes his expertise in business niche.

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Business

Royal York Property Management And Nathan Levinson On Building Stable Rental Portfolios In A Volatile Market

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Across North America, Europe, and much of the world, rental housing is caught between two pressures. On one side are tenants facing record affordability challenges. On the other side are landlords seeing operating costs, interest payments, and regulatory complexity move in the opposite direction.

Recent analysis from Canada’s national housing agency shows how tight conditions still are. The average vacancy rate for purpose-built rentals in major Canadian centres rose to about 2.2 percent in 2024, up from 1.5 percent a year earlier, but still below the 10-year average despite the strongest growth in rental supply in more than three decades. 

At the same time, higher interest rates have pushed up the cost of acquiring and financing rental buildings, which has slowed transactions and made many projects harder to pencil out.

In this environment, the question for landlords and investors is less about chasing maximum rent and more about building stability. That is where Royal York Property Management and its founder, president, and CEO Nathan Levinson have drawn attention.

From a base in Toronto, Royal York Property Management manages more than 25,000 rental properties, representing over 10 billion dollars in real estate value, and operates across Canada, the United States, and parts of Europe. Levinson also sits on a Bank of Canada policy panel focused on the rental market, where he provides data and on-the-ground insights about rent trends and landlord stress. 

For many smaller property owners, his model has become a reference point for how to treat rental housing as a structured financial asset rather than a side project.

Rental housing under pressure from both sides of the balance sheet

In many countries, the basic rental story is the same. Construction of new rental housing has climbed, yet demand still runs ahead of supply in most major cities. In Canada, overall rental supply grew by more than 4 percent in 2024, the strongest increase in over thirty years, while vacancy rose only modestly. 

At the same time, borrowing costs have moved sharply higher compared with the pre-pandemic period. Research shows that elevated interest rates have reduced the profitability of new multifamily deals and slowed investment activity, even as structural demand for rental housing stays strong.

For small and mid-sized landlords, that tension shows up in a simple way. Mortgage payments, taxes, insurance, and maintenance rarely move down. Rents move up more slowly, and in many jurisdictions they are constrained by regulation or market realities.

Levinson’s view is that this gap will not close on its own. Landlords who want to stay in the market need more predictable income, tighter control of costs, and clearer systems for dealing with risk.

A property management model built for volatility

Royal York Property Management did not start as an institutional platform. Levinson’s early clients were owners of single condominiums, duplexes, or small buildings who were struggling with irregular rent payments, surprise repairs, and complex rental rules.

Instead of handling each property ad hoc, he built a standardized operating model that treats every door as part of a wider portfolio. Each unit sits on a centralized platform that records rent, arrears, lease expiries, maintenance tickets, and legal actions. Owners see real-time statements and performance metrics rather than waiting for year-end reports.

That structure, combined with an internal maintenance and legal team, is designed to handle stress rather than avoid it. When markets are calm, the system may look conservative. When conditions worsen, it is what keeps owners in the black.

“Execution is everything” is how Levinson often frames it in interviews. 

Turning rent into a more predictable income stream

The feature that first drew many investors to Royal York Property Management is its rental guarantee program in Ontario. Under this model, landlords receive their rent even if a tenant stops paying. RYPM takes responsibility for legal proceedings, arrears recovery, and re-leasing the unit, while the owner continues to receive income.

Independent profiles of the company describe this as one of the first large-scale rental guarantee frameworks in the Canadian market, and note that the firm manages tens of thousands of units under this structure. 

The guarantee itself is closely tied to local law and does not transfer directly into every jurisdiction. The underlying logic, however, is straightforward:

  • Treat unpaid rent as a recurring and manageable risk rather than an occasional shock.
  • Price that risk into a clear product instead of handling each case informally.
  • Use scale, legal expertise, and data to keep default rates low and resolution times shorter.

For landlords who are facing mortgage renewals at higher interest rates, having a more stable rent stream can be the difference between holding a property and being forced to sell. That is one reason rental guarantee models have started to attract interest from investors outside Canada who are watching RYPM’s approach.

Using technology to see risk earlier

Behind the guarantee and the day-to-day operations is a technology stack that tries to surface problems before they become crises. Royal York Property Management’s internal platform uses data from payments, maintenance, and tenant behavior to flag risk signals and operational bottlenecks. 

Examples include:

  • Tenants who move from on-time payments to repeated short delays.
  • Units where small repair tickets point to a larger capital issue ahead.
  • Buildings where complaint volumes suggest service gaps or staffing problems.

Rather than treating these as isolated events, the system aggregates patterns across thousands of units. That allows management to decide whether a problem is individual, building-specific, or systemic.

Levinson has also pushed this data outward. As a member of the Bank of Canada’s rental policy panel, he provides anonymized information on rent collection, defaults, and renewal behavior, which feeds into broader discussions about financial stability and housing policy. 

The same data that protects a landlord’s cash flow in one building helps central bankers understand how higher rates are affecting thousands of households.

Why the Canadian case matters for global landlords

Several recent reports underline how closely rental markets are now tied to national economic performance. Tight rental supply and high rents are feeding inflation in many economies. At the same time, higher borrowing costs are discouraging new construction, which risks prolonging shortages. 

This feedback loop is especially hard on small landlords. Many own only one or two properties and have limited room to absorb higher mortgage payments or extended vacancies. Analysts in Canada and abroad have warned that some owners are at risk of default as their loans reset at higher rates. 

In that context, the Royal York Property Management model offers three lessons that travel across borders:

  1. Standardization protects both sides. Clear processes for screening, rent collection, maintenance, and legal steps reduce surprises for owners and tenants at the same time.
  2. Risk pooling is more efficient than one-off crises. Handling arrears, legal disputes, and vacancies inside a structured system is less costly than improvising each time.
  3. Operational data belongs in policy conversations. When policymakers have access to real rental data rather than only mortgage statistics, interventions can be better targeted.

It is not an accident that Levinson’s work now sits at the intersection of private property management and public financial policy.

What everyday landlords can borrow from the Royal York playbook

Most landlords will not build a 25,000-unit management platform. Many will never interact with a central bank. The core ideas behind Nathan Levinson’s approach are still accessible to smaller owners that manage a handful of properties.

Three practices stand out.

First, treat every rental unit as part of a simple portfolio. That means using a consistent template to track rent, arrears, expenses, and vacancy days for each property, then reviewing it on a schedule instead of only when something goes wrong.

Second, write down the rules for risk in advance. Late-payment steps, repayment plans, documentation standards, and maintenance response times should exist on paper, not only in memory. Royal York’s experience suggests that clear rules reduce conflict, because everyone knows what will happen next. 

Third, invest in service as a protective layer. Multiple independent profiles of RYPM point out that faster response times and transparent communication reduce tenant turnover and protect building condition, which in turn supports long-term returns. 

For landlords and investors trying to navigate today’s volatile rental markets, the message from Royal York Property Management and Nathan Levinson is surprisingly simple. You cannot control interest rates or national housing policy. You can control how organized your portfolio is, how clearly you manage risk, and how consistent your operations feel to the people who live in your buildings.

For many, that shift from improvisation to structure is what will decide whether their rental properties remain a source of wealth or turn into a source of stress.

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