How Strata Lawyer Amanda Farmer Built a Highly Leveraged Business Model in a Traditional Industry

When people think of lawyers, they don’t usually think of memberships, webinars, podcasts, or leveraged online education. But Amanda Farmer has built a business that challenges the traditional legal model — and proves what’s possible when you design a business around leverage, freedom, and intentional growth.

In a recent episode of the HerBusiness – Your Business, Your Rules podcast, I sat down with Amanda Farmer, founder of Your Strata Property, to unpack how she’s grown a multi-layered business with recurring revenue, strong retention, and a marketing system that works year after year.

This conversation is a masterclass for any established business owner — especially those in professional services — who wants to stop trading time for money and start building a business that truly works for them.

From Traditional Law Practice to Leveraged Business Model

Amanda still runs a successful legal practice, but it’s no longer her primary source of income. Years ago, she made a deliberate decision: she wanted at least 30% of her revenue to come from non–client-facing work. Today, more than 50% of her income comes from leveraged offers.

Her Business Now Includes:

• An online membership for apartment owners and strata managers
• Professional development (CPD) events
• VIP boardroom-style training days
• Speaking and paid training engagements
• Ongoing legal services, without the need to actively market them

Each offer complements the others. Members naturally progress from entry-level access to deeper, higher-value ways of working with Amanda — without aggressive selling or constant promotion.

The Marketing Mountains: Structuring Offers That Flow

Inside HerBusiness, we teach a framework called Marketing Mountains (a way of thinking about your funnels developed by content strategist Michelle Falzon) — these are distinct revenue streams intentionally designed to work together.

Amanda’s “Mountains” Include:

• Membership (her most leveraged and profitable offer)
• Events and CPD training
• Speaking and private training

Membership is the cornerstone. Once someone joins, they’re far more likely to attend events, upgrade to professional tiers, or engage Amanda for additional services. This creates a natural customer journey — and eliminates the pressure to “sell everything all the time.”

Why Membership Comes First

Amanda’s membership is always open, but she runs two focused launch campaigns each year. Why?

• It allows people to join anytime when they need help now
• The launch periods create momentum, urgency, and list growth
• The same high-converting webinar has been used for years — because it works

This is a powerful reminder: you don’t need endless new content. Often, the issue isn’t that your offer doesn’t work — it’s that not enough people have seen it yet.

Attraction That Compounds Over Time

Amanda’s lead generation strategy is consistent, visible, and deeply aligned with how her audience consumes content.

Her Main Attraction Channels Include:

• A podcast she’s been running for almost 10 years
• A highly active Facebook presence, including fortnightly live sessions
• Facebook ads to evergreen lead magnets
• Weekly email marketing
• Extensive PR and media appearances

The result? Strong recency and frequency. Her audience hears from her regularly — without feeling overwhelmed.

Conversion Without Reinventing the Wheel

One of Amanda’s biggest conversion lessons is simple:
If something works, keep using it.

She runs the same core webinar year after year because:

• The data shows it converts
• The topic remains highly relevant
• Different audiences hear it at different stages — and “click” at different times

Instead of constantly creating new assets, she focuses on:

• Improving delivery
• Warming the audience beforehand
• Giving herself enough runway before campaigns

Preparation, not pressure, is what drives results.

Retention: Why Members Stay Year After Year

Amanda’s membership retention is exceptional — and it’s not accidental.

Key Strategies Include:

• Direct access to Amanda, including recorded 1:1 calls
• Clear positioning of value (a $1,000/hour lawyer for $97/month)
• Grandfathered pricing — members keep their original rate for life
• Regular delivery of timely, practical support

Members don’t just consume content — they get outcomes. And that’s what keeps them coming back.

Leverage in the Next Season: Team

For Amanda, the next big lever is people.

She’s invested heavily in systems, products, and marketing — and now it’s time to grow the team so she can stay focused on the work that matters most.

True leverage isn’t just about technology. It’s about having the right people around you.

“Your Business, Your Rules” in Action

For Amanda, this philosophy comes down to freedom of choice.

Freedom to:

• Design her days intentionally
• Say no to the traditional model of her industry
• Build a business that supports her life — not the other way around

As she shared, some of her best days look nothing like hustle. They look like space, autonomy, and doing work she genuinely enjoys.

And that’s the point.

If this story resonated, and you’re ready to stop overworking and start building a more leveraged, intentional business — we’d love to support you.

Explore the HerBusiness Network and discover how to design your business, your way.

Listen to our HerBusiness podcast interview with Amanda