Niche Pursuits Podcast: Find Your Next "Niche" Business Idea! How Frey Chu Built Directory Sites that Generate $2,500/mo+ in Passive Income
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Aug 27, 2025 
Frey Chu, a directory builder and SEO expert, shares his insights on creating profitable directory sites that generate over $2,500 a month in passive income. He dives into effective niche selection and site structure strategies, highlighting the scalability of directory websites. Frey reveals his tech stack, SEO techniques, and innovative monetization methods, including display ads and digital products. With his journey from e-commerce to directory success, he emphasizes the importance of understanding user intent and community building in this lucrative niche.
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From E‑commerce To Directory Proof
- Frey started as an e‑commerce footwear founder, flipped stuff, then learned SEO and built his first directory.
- That site made about $1,200/mo quickly and proved directories were a repeatable asset for him.
Two Directory Business Models
- Frey splits directories into two types: evergreen display‑ad lists and lead‑gen/data‑enriched directories.
- Evergreen sites favor volume and low maintenance while lead‑gen requires deeper data and higher involvement.
Choose Monetization First
- Decide your monetization before niche research because it shapes keyword targets, site structure, and costs.
- For display ads, prioritize high search volume and many location queries; for lead gen, prioritize buyer intent and ticket size.