Working PI
by Jim Nanos, VSM, BS, LPI/Owner, ThePICoach.com
In every profession, there’s a temptation to try to be all things to all people. Private investigators are no different. The range of services offered under the PI banner is wide—surveillance, criminal defense, background checks, accident reconstruction, digital forensics, insurance fraud, intellectual property, skip tracing, executive protection, and more. A newly licensed investigator might assume that in order to succeed, they must check every one of these boxes and be able to deliver every service that any prospective client could possibly request.
In my experience, the “jack of all trades” approach is one of the most common mistakes new investigators make. Instead of building a strong reputation, they stretch themselves too thin, offering too many services and really not excelling at any.
When clients are deciding who to trust with sensitive and high-stakes investigations, they usually want the best—the person who is known for a specific skillset and has a track record to prove it.
That’s why I argue for focus. Choosing one or two disciplines to specialize in—and working to become recognized as the best in that area—is not only more sustainable, it’s also a stronger business model for long-term success.
Why Specialization Wins
Think about how attorneys work. You wouldn’t hire a real estate lawyer to defend you in a criminal case. While both are licensed attorneys, the skills, knowledge, and strategies needed in each discipline are vastly different. The same principle applies in our field.
When you specialize in just one or two disciplines, you gain:
1. Deep Expertise. Repetition breeds mastery. Handling case after case in a specific discipline gives you the opportunity to refine your craft. Over time, you’ll notice details, anticipate challenges, and spot patterns that a generalist might miss.
2. Reputation. When colleagues, attorneys, or clients think of surveillance in your area, is your name the first that comes to mind? If so, you’ve done it right. Specialization builds that type of recognition, which leads to referrals and repeat business. For example, in New Jersey when a PI needs high level remote access surveillance systems—I want them to think of me first.
3. Efficiency. Focus your energy so you can streamline your equipment, training, and processes. You don’t need to own every gadget or software program under the sun. Instead, you invest in what makes you more effective at your chosen discipline.
4. Stronger Marketing. A clear niche makes it easier to brand your business. “We are the go-to firm for high-level surveillance in New Jersey” is a sharper and more compelling message than “We do everything under the PI umbrella.”
5. Premium Rates. Specialists are now seen and compensated at a higher level and are viewed as experts. Clients expect to pay more for someone who is recognized as the best in a given field, and a focused practice often commands a higher hourly rate than a generalist offering a little bit of everything.
6. Professional Confidence. When you know your lane, you project confidence to your clients. They sense they’re hiring someone who is not dabbling, but rather an expert at their craft.
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A Personal Example
In my own practice, I focus on high level surveillance and remote access camera systems, as well as criminal defense work. These are the two disciplines where I’ve invested decades of training, equipment, and real-world experience. Because of that, attorneys and clients know me as someone who can deliver consistently in those areas.
When I’m contacted for other types of cases—say, a motor vehicle accident reconstruction—I don’t turn the work away with a simple “I don’t do that.” Instead, I position myself as the point of contact and project manager. I’ll tell the attorney:
“I have someone who specializes in accident reconstruction. I’ll bring them into the case, oversee the work, and make sure it’s handled to the standard you’re used to when working with me.”
This approach does two things:
1. It preserves the client relationship by assuring them I’ll still be their primary contact.
2. It ensures the work is handled by a true expert, rather than me trying to learn accident reconstruction on the fly.
The attorney gets the best of both worlds: my established trust and oversight, plus the expertise of a specialist. While it may be true that I will not earn or net the same amount on this case because I’ve brought another expert in, I will maintain that level of confidence with my attorney and will continue to be the “go-to” person for him or her. No need to shop around to other PIs—Jim is our man.
Professional Associations
Here’s where relationships matter. None of us can be experts in everything, but all of us can build a network of other investigators who are experts in the areas we don’t cover.
State associations, regional groups, and national organizations provide excellent opportunities to connect with fellow PIs. The investigator you meet at a training day, conference, or monthly meeting might be the exact professional you’ll later call upon for a case outside your lane.
These relationships are not just professional courtesy—they’re business tools. They allow you to expand your service offerings without diluting your brand. You remain the specialist in your discipline, but you also become a connector who can solve broader problems for your clients.
Avoiding Pitfalls of Being a Generalist
Let’s look at what happens when a private investigator tries to be everything to everyone:
• Shallow Knowledge. By spreading yourself across many disciplines, you never get enough repetition in any one area to truly master it.
• Equipment Overload. You end up buying gear for accident recon, computer forensics, executive protection, and more—much of which sits unused. That’s money wasted.
• Diluted Marketing. Your website, business cards, and elevator pitch read like a laundry list, which weakens your professional image. Surveillance, criminal defense, accident reconstruction, backgrounds, computer forensics, taxidermy, small engine repair—where does it stop!
• Client Doubt. If you claim to do everything, clients may wonder if you are truly skilled in the area they are looking to hire for.
It’s far better to be the investigator who says, “I specialize in X,” than the one who says, “I do it all.”
Building Your Niche
For new investigators trying to decide where to specialize, here are some steps:
1. Assess Your Strengths. What did you excel at during training or your early cases? Do you have prior career experience (law enforcement, military, legal, IT) that gives you an edge in a particular area?
2. Look at Market Demand. In your geographic area, what services are consistently in demand? Matrimonial surveillance may dominate in one region, while insurance defense is stronger in another.
3. Invest in Training. Once you pick a discipline, pursue advanced training. Certifications, seminars, and continuing education distinguishes you from competitors.
4. Brand Around It. Make your specialization the central theme of your marketing. Build your website, brochures, and online presence around your core disciplines.
5. Say No (Strategically). Don’t be afraid to decline work that doesn’t fit your niche—but whenever possible, redirect it to someone in your network. Clients will remember that you solved their problem, even if you weren’t the one doing the work.
Long-Term Payoff
Specialization doesn’t limit your business—it expands it. By narrowing your focus, you create a brand that clients can understand and remember. You build depth of expertise that sets you apart from competitors. And through your professional network, you can still say “yes” to a wide range of client needs without stretching yourself too thin.
Over time, this approach builds a reputation of reliability, expertise, and professionalism. Attorneys and clients want to know that when they call you, they’re hiring someone who is among the best in the field—not someone who is trying to cover every possible investigative service at once.
Final Thoughts
The private investigation profession is full of opportunities, but also full of pitfalls for those who try to do too much. By focusing your business on one or two disciplines, you create clarity—for yourself, for your clients, and for your peers.
Your reputation will grow stronger, your work will be more efficient, and your business will stand out in a crowded market. And when those calls come in for services outside your lane, your network of fellow investigators becomes an invaluable resource—allowing you to say “yes” to the client while still delivering work at the highest level.
Specialization is not about doing less—it’s about doing better. And in our line of work, better is what counts.
About the Authors
Jim Nanos is a licensed private investigator in New Jersey and Senior Contributor to Working PI magazine. He offers training on ChatGPT and AI assistance in 2-, 4-, and 8-hour classes, including live use of the tool. Nanos can be contacted for conferences and speaking engagements by visiting The PI Coach website, www.ThePICoach.com, or through his private investigations firm, Apple Investigations, www.AppleInvestigations.com.
We’re always listening. Send your story submission/idea to the Editor: kendra@orep.org.
