Fix these 18 things to get to $5M

Reaching $1 million in revenue is a huge milestone for any home service business, but scaling from $1M to $5M requires a different mindset, strategy, and operational structure. The typical path to $1M is straightforward: generate leads, get more work, hire technicians, and step out of the field. However, to reach $5M, you need to focus on systematization, sales optimization, and performance marketing. Here’s how you can make the jump.

Step 1: Optimize Your CRM for Growth

Your CRM (ServiceTitan, Jobber, Housecall Pro, Workiz, etc.) is the backbone of your operations. If your data isn’t clean and organized, you won’t be able to make informed decisions. Here’s what you need to fix inside your CRM:

1. Clean Data – Ensure all leads, job details, and customer information are accurate and up to date.
2. Monthly Reporting – Track key metrics like lead count, job count, estimate close rate, and average ticket size.
3. KPIs (Key Performance Indicators) – Establish benchmarks to measure progress and drive growth.
4. Automations – Leverage CRM automations and tools like Zapier to set up lead nurturing, estimate follow-ups, and customer retention workflows.
5. Lead & Estimate Nurturing – Implement automated follow-ups to increase conversions and reduce lost opportunities.

By treating your business like an investor rather than an operator, you’ll make data-driven decisions that accelerate growth.

Step 2: Strengthen Your Sales Process

At $1M, you are likely the best salesperson in your company. However, to scale, you need to build a sales team that can operate independently.

Key Fixes in Your Sales Process:

1. Train CSRs as Sales Reps – Transition from order-taking CSRs to inside sales reps who actively qualify and close leads.
2. Use Call Scripts & Training Programs – Standardize your phone sales process with scripts and call recordings.
3. Incentivize Technicians for Upsells – Implement a commission structure to encourage techs to identify and close sales opportunities.
4. Tighten Your Price Book & Estimates – Ensure your pricing is profitable and aligned with business growth.
5. Implement Sales Leadership – Shift from being the primary salesperson to leading and coaching a sales team.

If you don’t refine your sales structure, opportunities will slip through the cracks as your volume increases.

Step 3: Improve Performance Marketing

Many businesses struggle with marketing because they run ads but don’t track results. To fix this, you need to focus on measurable performance marketing.

The Four Marketing Fixes:

1. Track Return on Ad Spend (ROAS) – Know how much revenue each marketing dollar generates.
2. Measure Customer Acquisition Cost (CAC) – Calculate how much you spend on marketing per new customer.
3. Retarget Your Audience – Implement email and SMS marketing to nurture leads and past customers.
4. Ditch Cookie-Cutter Marketing – Move beyond generic SEO and paid ads. Develop a unique, high-impact marketing strategy that aligns with your business goals.

By optimizing your marketing, you’ll stop guessing and start scaling effectively.

Step 4: Strengthen Internal Structure

As you grow, you must transition from doing everything yourself to building a leadership team. The biggest hiring priorities at this stage are:

1. Sales & Operations Managers – Delegate field operations and sales leadership so you can focus on strategy.
2. Systems & SOPs – Develop clear workflows for lead handling, job execution, and sales follow-ups.
3. Buy Back Your Time – Follow Dan Martell’s framework:
   • Hire an admin to manage calls and emails.
   • Build a solid field team.
   • Delegate marketing to a specialized team.
   • Scale a sales team.
   • Develop management layers to oversee operations.
4. Audit Your Time – Stop spending time on low-value tasks and focus on high-impact business growth activities.

Scaling Your Home Service Business from $1M to $5M in Revenue

Scaling to $5M isn’t just about doing more—it’s about doing things smarter. By cleaning up your CRM, optimizing your sales process, focusing on performance marketing, and building an internal structure, you can grow your home service business sustainably and profitably.

If you’re looking for help with performance marketing to scale your home service business, let’s talk. My company specializes in helping businesses like yours generate more leads, increase sales, and maximize ROI through data-driven marketing strategies.