Who Won in 2025?

Was it you?

John Wilson
January 02, 2026

Hello home service operators,

With 2025 officially in the books, it’s time to focus on the year ahead. But before you do, it’s worth looking at the type of operators who actually won last year.

Before that, some interesting links…

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Did you enjoy the Owned and Operated podcast this year? A quick review on Apple or Spotify really helps

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Everything lives in one place, so your team can work together and deliver a consistent experience every time a customer reaches out.

Discipline Beat the Market in 2025

Most operators will tell you 2025 was hard because of the market.

Weather was mild. HVAC shipments collapsed. Financing got tighter. Costs moved faster than pricing. It is an easy story to tell, and a comfortable one.

But the real divide this year was not market conditions. It was operational discipline.

The businesses that held up were not the ones with the best forecasts or the most aggressive growth plans. They were the ones that had built systems that could absorb shock without spiraling.

What Actually Broke This Year

Demand did not disappear. Capacity did.

In multiple markets, leads were available, but companies could not fulfill them. Recruiting lagged. Pricing stayed too soft. Cost structures were too fixed to adapt when volume slowed.

That combination exposed a simple truth. Growth covers up a lot of problems. Slowdowns reveal all of them.

The operators who struggled most were not reckless. They were rigid.

Recruiting Was the Real Constraint

Marketing was not the bottleneck in 2025. People were.

Shops that paused recruiting once seats were filled paid for it later. When techs left or demand spiked, there was no bench. Capacity vanished overnight.

The teams that stayed ahead treated recruiting as a permanent system, not a seasonal task.

That meant:

Always interviewing, even when fully staffed
Maintaining relationships with recruiters year-round
Viewing hiring as risk management, not headcount growth

When demand shifted, they adjusted without panic. Everyone else scrambled.

Margin Was the Lever That Mattered

Revenue trends told part of the story. Gross margin told the real one.

Operators who lived inside their margin numbers made faster, cleaner decisions. Pricing adjustments happened sooner. Cost leaks were spotted earlier. Incentives aligned with reality instead of volume.

Gross margin did three things at once:

Created room to absorb slowdowns
Clarified which departments were actually performing
Turned decision-making from emotional to mechanical

When margin improved, everything else became easier. When it did not, every choice felt urgent and reactive.

Transparency Changed How Teams Operated

One of the biggest shifts this year had nothing to do with software or marketing.

It was opening the books.

Teams that shared real financials removed guesswork from leadership. Managers stopped debating anecdotes and started solving actual problems. Hard decisions became easier because everyone understood the score.

Transparency unlocked:

Faster alignment when budgets were missed
Better conversations about pricing and callbacks
More ownership from frontline leaders

Once people understood how thin the margin really was, behavior changed without constant enforcement.

Fixed Costs Were the Silent Killer

Many of the biggest misses this year came from decisions made months earlier.

Budgets assumed growth. Costs were locked in. When revenue slowed, flexibility disappeared.

The operators who stayed upright prioritized variable structures over perfect plans.

They asked different questions:

Can this cost flex if volume drops?
Does this role produce revenue or support complexity?
Are we buying assets ahead of need or in response to demand?

The lesson was not to stop investing. It was to stop committing too early.

Systems Compounded Faster Than Strategy

Daily huddles. Simple scoreboards. Clear accountability.

None of it was new. But the businesses that treated these as non-negotiable habits outperformed those chasing the next initiative.

Execution did not come from better ideas. It came from tighter feedback loops.

The compounding effect showed up as:

Faster issue detection
Shorter response times
Less emotional decision-making under pressure

Over time, discipline replaced heroics.

The Big Lesson From 2025

The market exposed fragility, not incompetence.

The winners were not the loudest or the fastest-growing. They were the ones who built businesses that could slow down without breaking.

Recruiting stayed on.
Margins stayed visible.
Costs stayed flexible.
Decisions stayed grounded in data.

That is not exciting. It is effective.

And in years like 2025, effectiveness beats everything else.

3x Lead Conversions Today

Most companies chase more leads. The smarter move is converting the ones you already earned.

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Take a hard look at 2025. Learn from the wins and losses, then apply those lessons to come out ahead this year.

How do you feel about today's newsletter?

👊 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.