The Social Media Pros, a digital marketing agency with a tight focus on the home services sector, has been acquired by Medalist Holdings Group. This marks the first official acquisition under Medalist’s operating entity, Gray Street, LLC.
Founded in 2019 by Sean Houchins, The Social Media Pros (often referred to as SMPs) carved out a national client base helping small and midsize businesses get more leads through smart web design, SEO (Search Engine Optimization), PPC (Pay-Per-Click) advertising, and Google Business Profile management.
SMPs stood out for combining creative digital strategy with platform-specific expertise—especially in the home improvement space where many agencies struggle to bridge the gap between visual content and service-based conversions.
Leadership Change and Strategic Vision
New owner Derek Detenber brings more than 20 years of senior marketing experience to the table. His resume includes executive roles with recognizable brands like Wendy’s, Batteries Plus, and Massage Envy. In 2024, Detenber founded Medalist Holdings Group to acquire and scale founder-led companies that had hit a growth ceiling.
This acquisition is the group’s first, and Detenber is betting on SMPs to become a cornerstone business under Gray Street. He shared his enthusiasm in a LinkedIn announcement, calling the company “poised for accelerated growth” and praising the team for its potential. He credited founder Sean Houchins for building a strong foundation and expressed gratitude for being entrusted with the next phase.
Founder Exit and Broker Support
Houchins, who built SMPs over six years, wanted to move on to new projects and enlisted Viking Mergers & Acquisitions to help him find the right buyer. He connected with Viking advisors Andrew Hakkarainen and Tom Murphy, and according to Houchins, it didn’t take long for deals to come in above his expectations.
“After our first call, I knew they were the right team,” Houchins said. “Within weeks, I had multiple offers. If you’re on the fence about hiring Viking, just do it.”
Detenber agreed. “Andrew was a steady hand throughout the process,” he said. “I hope this won’t be our last deal together.”
What the Acquisition Means for Clients
The agency’s existing client relationships and team structure are expected to remain in place. Detenber’s vision is less about overhauling and more about expanding what’s already working. He brings operational discipline, brand-building experience, and a focus on scaling without sacrificing quality.
With his corporate background, Detenber is well-positioned to bring in systems and growth strategies that can help SMPs push into adjacent service areas or even new verticals over time.
About Viking Mergers & Acquisitions
Viking Mergers & Acquisitions has been advising business owners since 1996. With a footprint across the Southeastern U.S., Viking has closed over 900 transactions with a success rate of 85%. Their typical deal closes at 96% of the target price, a figure that reflects the firm’s vetting and valuation process. Business owners can visit their site to request a confidential valuation or to learn more about preparing a company for sale.
Looking Ahead
This isn’t just a handoff—it’s a reboot. As SMPs moves into its next phase, the combination of Houchins’ original vision and Detenber’s structured playbook could produce big results. For clients, that means more consistency. For the industry, it may signal a broader trend of experienced marketers snapping up niche agencies and scaling them into national players.
The deal closed with little fanfare but sets the tone for what Medalist Holdings is likely to do next: find promising service businesses, acquire them, and build them out under seasoned leadership.
Let’s just say—this probably won’t be their last headline.
