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The agency invites all female clients to participate in "socials" though usually only ladies from the same city attend the events; most of women cannot afford to travel.The agency places advertisements in local media announcing the forthcoming gathering to ensure enough attendants.The more men join it, the more letters the girls receive. On the downside of joining bigger agencies is the high competition between male clients in winning hearts of female members.
Thus you will be able to contact ladies who have just started their search, and are not yet involved in correspondence or relationship, so they are more likely to be attentive to your letters/emails/phone calls.
The more eager they are in recommending the agency to their friends, the more new profiles the agency receives.
The more profiles the agency has, the more men join it.
Western agencies usually start by placing ads in local Russian newspapers that promise to help women in search of a partner abroad. Usually a lady will send applications to 5-15 agencies that placed ads in the same newspaper.
When an agency has enough profiles to start from, they launch a website, and offer the women's information to men.