Don’t Overcomplicate the Path to $10M

Hello home service operators,

You dream of taking your home service company to $10M in revenue and beyond, but soon realize that you are bogged down with information overload.

This is common.

The solution is simple. Don’t overcomplicate the process, but instead create a strong foundation to build upon.

Today’s Resources

• Here’s some proof that the HVAC industry isn’t cooling

• Search HVAC businesses for sale across the country

• Learn how to hire global talent without breaking the bank

• The one overlooked secret to growing your business FAST

• "We have found 6-digit opportunities thanks to Raul not missing any phone calls when we are in the field.” Sound like something you need?

• Affiliated Distributors announced that it has reached an agreement to merge with plumbing, waterworks and HVAC buying group the Commonwealth Group.

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Need another reason to give them a try? My readers get their setup fee waived and first month free.

Foundation First

Everyone wants to talk about tech stacks, software, and processes. Operators love showing off their new office or the cleanest warehouse in town (I totally get that).

But here’s the truth. None of that matters until you nail the basics.

The companies that push past $10 million don’t start with infrastructure. They start with the things that actually drive growth: leads, people, and sales. Everything else comes after.

It’s All About Leads

Without leads, nothing else matters. Trucks, techs, and training are all irrelevant if the phone isn’t ringing.

As Jack Carr pointed out, the difference between the $1 million operator and the $10 million operator is simple. The smaller business is still guessing. The bigger one knows exactly which channels drive demand and fills the board every day.

It only takes one or two reliable channels. A third, maybe, if you want to push harder. But you have to know where the demand is coming from, or you won’t get far.

But Don’t Forget About People

Once the board is full, someone has to run the calls and close the jobs. That’s where people come in.

The best operators build incentive structures so their team grows the business for them. Commission, bonuses, flat-rate pay. Whatever the model, top performers know how to win. That clarity attracts money-driven, competitive people who want to sell and install.

Recruiting becomes a sales process of its own. You have to show candidates why your company is the best place to work, not beg them to come on board. That flip is what separates companies stuck at $3 million from the ones racing to $10 million and beyond.

Sales People = Revenue

A salesperson’s only job is to sell. And when you hire one, revenue follows.

It sounds obvious, but it’s a shift many operators resist. They don’t want to be “pushy.” But if nobody sells, nothing grows.

At scale, sales isn’t optional. It’s structured, trained, and measured. The best companies adopt proven processes so every conversation leads toward revenue. That’s how one good salesperson can add millions in sales volume in a single year.

Infrastructure Can Wait

Infrastructure still matters. Payroll, HR, systems, and software eventually support everything else. But if you put them first, you stall out.

So stop building for what you think you’ll need at $100 million. Build for the next 24 months. Let revenue fund the rest.

The Best Path Forward

The path to $10 million is straightforward:

• Lock in reliable lead channels

• Incentivize and recruit money-driven people

• Bring on salespeople who only sell

• Support those pillars with infrastructure as you grow

Put first things first. Leads, people, and sales. Then let infrastructure follow.

That’s how you scale past $10 million while everyone else is still polishing their tech stack and wondering why the phones aren’t ringing.

For more on this, watch my recent podcast episode.

Repair Your Broken Lead Gen System

You’re great at fixing broken sh*t, so fix your lead flow next.

Modernize was built for founders who have exhausted their current channels and are ready for their next lever to pull.

🔧 Predictable leads, not one-hit wonders
💥 Tap into new markets without a $50K LSA gamble
👊 Ditch the feast-and-famine cycle once and for all

This isn’t some B.S. pitch. It’s a machine that delivers for founders like myself and Jack Carr.

Over $4 billion in homeowner jobs started here in the last 12 months.

There’s no reason to complicate the path to $10M and beyond. Start with a solid foundation (see above) and grow from there. Everything else is just a distraction.

👊 John

Disclosure: Some of the content and links in this newsletter are sponsored or affiliate links, which means we may receive payment or earn a commission if you click through or purchase. However, all opinions expressed are entirely my own.

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