How a Third-Generation Home Services Business Is Scaling to $35M

Formalize cross-trade lead generation with incentives: Implement a structured program to encourage technicians to book appointments for other trades while in a customer's home, offering a clear incentive structure (e.g., $25 per booked appointment and incremental dollars from sales).

Track and scoreboard cross-trade referrals: Use a system to track leads generated by technicians for other trades and display a scoreboard to foster healthy competition and show the real financial impact of their efforts.

Educate customers on products, not just services: Shift marketing focus to highlight the benefits of specific products (e.g., tankless water heaters, UV lights) rather than just general services, to generate interest and estimates for product sales.

Personalize email/text messaging: Avoid generic promotional messages by using CRM data to understand customer needs and send timely, relevant information (e.g., sump pump information during heavy rain for customers without one).

Define your brand's 'why': Clearly articulate what your business stands for and against, and be willing to communicate this message boldly in marketing to differentiate yourself in the marketplace.

Prioritize relational marketing over solely offer-driven: While deals are important, invest in building a brand story and consistent relational messaging to cultivate long-term customer trust and loyalty, rather than constantly relying on discounts.

Embrace coaching and networking for growth: Actively seek out and engage with business coaches and industry networks to gain new perspectives, implement best practices, and accelerate business growth, even for established companies.