From humble beginnings, watching his mother work three jobs to put food on the table, Tommy built A-One Garage Doors into an industry powerhouse, generating $250 million in annual revenue with over 700 employees across 40+ locations. His journey offers valuable insights into building and scaling a successful service business.
The Foundation of Success
Tommy’s upbringing shaped his entrepreneurial mindset. Coming from a lower-middle-class background, his father instilled competitiveness while his mother provided unconditional support. This combination created the perfect foundation for his future success.
Starting with minimal resources in 2006-2007, Tommy worked multiple jobs, including painting garage doors, selling houses, flipping cars, landscaping, and bartending. He strongly advises against using debt to start a business, emphasizing the importance of saving money and working harder.
Strategic Growth and Financial Management
The company’s growth trajectory was methodical. In the first four years, revenue reached $5.5 million. After finding the right integrator, growth accelerated dramatically:
- Current annual revenue: $250 million
- Operating margin target: Over 20%
- Monthly job volume: 20,000 service calls
- Average ticket size: $1,300 (blended service and sales)
Tommy emphasizes profitability over revenue, stating, “Revenue is for vanity, and profit is for sanity.” This approach ensures sustainable growth and the ability to provide quality service.
Four Critical Business Metrics
Tommy identifies four essential numbers every service business should track:
- Average ticket size: What customers typically spend
- Booking rate: Phone call conversion to appointments (A-One achieves 89.2%)
- Conversion rate: Lead to client conversion (65-66% for new door sales, 90%+ for service)
- Cost per lead: Marketing expense to generate each lead ($80-150 depending on market)
Marketing and Customer Acquisition
The company invests approximately 10% of its revenue in marketing, spending over $2 million monthly. Their strategy focuses on four key Google algorithms:
- Local search ads
- Pay-per-click advertising
- Organic search optimization
- Google My Business optimization
For businesses with limited budgets, Tommy recommends focusing on relationship-building with realtors, securing Google reviews with photos, and implementing targeted neighborhood marketing strategies.
Leadership and Team Building
Tommy’s leadership philosophy evolved from trying to do everything himself to empowering specialists and recognizing team achievements. He emphasizes the importance of performance-based compensation, stating, “Hourly is for losers” and advocating for incentive-based pay structures.
The company invests heavily in training, maintaining a national training center with 15 mock garages where technicians learn proper installation and service techniques. This commitment to training ensures consistent quality across all locations.
In its first phase, the business has created 25 millionaires among its employees, demonstrating its commitment to sharing success with its team members.
Personal Development and Growth
Tommy invests over $2 million annually in personal development through seminars, coaching, and training. He emphasizes the importance of continuous learning and maintaining balance across the “5 F’s”: Family, Finance, Fitness, Faith, and Future self.
Frequently Asked Questions
Q: What is the most critical first step for someone wanting to start a service business?
The most critical first step is preparation and planning. Tommy recommends interning with successful businesses in your chosen industry to learn both the positive and negative aspects before starting your own venture.
Q: How can a new business compete with established companies?
Focus on quality service and building your own brand rather than competing on price. Invest in proper training, equipment, and customer service to differentiate yourself.
Q: What is the most effective way to grow a service business with a limited marketing budget?
Start by building relationships with realtors and community leaders, collecting customer reviews, and implementing targeted neighborhood marketing strategies. Focus on providing exceptional service to generate word-of-mouth referrals.
Q: How important is company culture in growing a successful business?
Company culture is crucial for long-term success. Invest in your team through training, recognition, and creating growth opportunities. Show genuine care for employees and their families to build loyalty and commitment.
