Case Study: How a 46-Year-Old Home Remodeler Doubled Sales by Fixing Their Marketing Strategy

What happens when a successful, long-standing Home Services business hits a wall? For many, growth flattens, new competitors emerge, and the old marketing playbook stops working. This is the exact situation the largest family-owned home remodeler in New York State, found itself in.

Despite being a 46-year-old company with a strong reputation, they faced significant challenges that were preventing them from reaching their next level of growth. This is the story of how they went from feeling stuck at $39 million in net sales to over $87 million in just six years—a staggering 221% increase.

The Challenge: A Successful Business Facing a Strategic Gap

This remodeler had a solid foundation, but they were struggling with several key issues that are common in the Home Services industry:

• Inconsistent Branding: Their brand was strong in some markets but weak in others, making it difficult to expand.

• Stagnant Product Sales: Although window and door sales were steady, the company struggled to expand its other service lines, such as bathroom remodeling, siding, and roofing.

• A Non-Existent Digital Footprint: Their marketing was still heavily traditional, and they were losing ground online to newer, more digitally-savvy competitors.

• Lack of a Strategic Plan: Without a clear marketing roadmap, their efforts were reactive, and they were seeing an increase in negative online reviews due to poor communication processes.

  
  

They didn't have a marketing problem; they had a strategic leadership problem. They needed a new approach to grow and survive.

The Solution: Implementing a Top-Down Marketing Strategy

Instead of just throwing more money at ads, we partnered with this New York State home improvement company to implement a comprehensive, top-down strategy focused on fixing the foundation.

1. Strengthening the Core Brand Narrative: We started by helping them tell their company story more effectively, both in their advertising and during in-home consultations, to rebuild and strengthen their brand identity.

2. Strategic Budget Re-allocation: We re-developed their marketing budgets to invest more heavily in their larger, high-potential markets instead of continuing to overspend in their smallest (but historically comfortable) market.

3. Launching a Niche Brand: To stimulate bathroom remodel sales, we created a new, dedicated brand that piggybacked off their current brand. This allowed them to market this service with a focused message, leading to explosive growth in that category.

4. Embracing Digital Marketing: We allocated a larger portion of their budget to paid search and social media PPC campaigns, allowing them to compete effectively online for the first time.

5. Systematizing Reputation Management: We implemented a new strategy for review generation and a new communication structure to address customer feedback, turning negative sentiment into a positive driver for their brand.

6. Optimizing the Sales Funnel: We strengthened their sales team with better reps and sales enablement tools, and redesigned their website and call center processes to improve lead conversion rates.

The Result: Explosive and Predictable Growth

The results of this strategic shift were transformative. By moving from reactive tactics to a cohesive, data-driven plan, this home services business saw incredible growth across the board.

• Overall Net Sales: Grew from $39 million to over $87 million in six years.

• Strategy grew more multi-product sales, which in turn increased their average ticket by 168% from just over $5k to just under $9K.

• Bathroom Remodeling Sales: The new, focused brand grew from $3.9 million to over $12.8 million.

• Branch Significant Growth: The Albany branch experienced a 300% growth, increasing from $5.1 million to over $15.4 million.

• Enabled them to shift their focus to growing sales in shorter lead time siding and roofing projects, generating quicker sales completions while improving cash flow.

• Roofing Replacement Sales: experienced a 695% growth, increasing from $720K to over $5 million.

• Siding Sales: experienced a 225% growth, increasing from $5.7 million to $12.9 million.

  
  

This wasn't an accident. It was the direct result of having a clear strategy and the leadership to execute it effectively.

The Takeaway for Your Business

The story of this home improvement company shows that even the most established businesses can break through growth plateaus. The key isn't just to spend more on marketing—it's to have a clear, well-defined strategy that aligns your brand, budget, and sales process toward a single goal.

If you're facing similar challenges in your Home Services business, it may be time to bridge your own "Strategic Leadership Gap."

Ready to build your own path to predictable growth? Schedule a free, no-obligation Discovery Session with us today to learn how these same principles can be applied to your business.