Growing a Family Owned Window and Door Company to Multi 7 Figures with Justin & Rose Reif

From Family Business to Scalable Enterprise: How We Built a Growth Machine from the Ground Up

My parents started the business. It was small, local, family-run. Over the years, it became something more, but not by accident.

I joined to help scale what they had built. I didn’t know what I didn’t know. We were getting jobs, doing good work, and money was coming in. That felt like growth.

It wasn’t.

It was just motion.

Real growth started when we realized: If you want to scale, you have to stop owning a job and start building a company.

The Shift Point: Building a Real Team

In the early days, it was just me and my dad doing sales. My mom helped where she could. But as the business grew, the bottlenecks became obvious.

We needed systems. We needed structure. We needed people.

Today, we have:

• A dedicated sales team (with more hires on the way)
• Installation crews and a project manager
• Admin staff handling scheduling, payroll, and day-to-day ops
• A marketing and brand manager (who also happens to be my wife, Rose and a brilliant strategist)
• A fractional CFO
• A fantastic marketing partner in Flash

Every hire wasn’t just a seat filled. It was a step toward buying back our time and increasing the company’s enterprise value not just its cash flow.

Hiring Salespeople Was a Game-Changer

We used to think more jobs = more growth. But more sales without process just means more chaos.

Hiring salespeople forced us to build a system:

• Who are they selling to? (Homeowners vs. builders = different playbooks)
• What are we tracking? (Margins, close rate, average ticket size)
• How do we train them? (Deep product knowledge without overwhelm)
• What motivates them? (Incentives matter, but culture does too)

We learned the hard way: A good salesperson for B2C isn’t the same as one for B2B. You need both but you need to define what success looks like for each.

The CFO’s Wake-Up Call

One of our most pivotal moments came when our CFO asked: Where’s your ad spend?

We didn’t have one. We had grown entirely on word-of-mouth.

That changed fast.

We started working with phlash We got serious about marketing, tracking ROI, and fueling growth intentionally not accidentally.

That one question revealed the gap between working hard and working smart.

The Power of KPIs (and a Good CRM)

If you want to scale, you have to measure.

We focus on:

• Gross profit margins (non-negotiable)
• Average ticket size (which increased significantly once we started offering financing)
• Sales cycle length (we reduced this by closing in-home with the right tools)
• Conversion rates by lead source and rep

The foundation of it all: A rock-solid CRM.

For the first 14 years, we didn’t have one. Now, it’s the center of our business. It ties together sales, marketing, project management, customer communication, and reporting.

AI, Automation, and Working Smarter

We’re not a tech company but tech is helping us scale.

We’re using AI for:

• Writing SOPs in minutes, not hours
• Screening and analyzing job applicants (shoutout to Hire Bus)
• Transcribing and analyzing sales calls for coaching
• Improving our own interview skills (yes, AI critiques us too)

And we just started using Company Cam to streamline job site communication and subcontractor coordination photos, checklists, accountability.

None of this replaces people. It frees them to do their best work.

Customer Delight as a Strategy

Growth isn’t just metrics.

It’s moments.

We’ve implemented a simple but powerful policy: Every employee has a $500 quarterly budget to spend on customer delight.

Dog treats. Coffee. Custom gifts. Unexpected thank-yous.

One customer lost a child’s tricycle to a service truck accident. We didn’t just replace it, we built a care package. Helmet, Spider-Man gear, a personal note.

The dad called. Not to complain. To say thank you.

These moments are part of our operating system now. Tracked in the CRM. Embedded in the culture.

The Next Chapter

Our growth goals?

Refinement. Elevation. Scalability with soul.

We want to be known not just for our products but for how we make people feel. Windows and doors are expensive. The experience should feel premium. Human. Seamless.

And most importantly, local.

Because as private equity rolls into every home service vertical, we’re doubling down on what made us different to begin with.

Care.

Not as a tagline. As a business strategy.