How a Third-Generation Home Services Business Is Scaling to $35M
Episode 333 · 55 min · August 4, 2026

How a Third-Generation Home Services Business Is Scaling to $35M

A third-generation GM explains how Environment Masters scaled toward $35M through trade expansion, a private equity partnership, and a cross-selling system built on existing customers.

Guest Ben Nalty
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About this episode

Ben Nalty, General Manager of Environment Masters, joined Chris Yano, Chad Peterman, and Aaron Gaynor to discuss how a nearly 70-year-old, third-generation family business has grown from roughly $25 million to pacing $35 million by expanding from commercial construction into residential HVAC, plumbing, and electrical service.

Ben described his path from working around the business as a teenager to eventually taking over day-to-day operations, including the dynamics of working alongside his father during a leadership transition. He also explained the decision to partner with Redwood Services and what changed as a result, including stronger accountability, coaching, and measurable improvements in memberships, conversion rates, average tickets, and cross-trade opportunities.

Chad shared the cross-selling system Environment Masters is working to implement, the same approach that generated 900 additional appointments and roughly $1 million in revenue in six months at another operation. Aaron addressed how contractors can move beyond buying leads by building stronger brand messaging that connects with customers over time rather than relying solely on offers and lead generation.

The conversation covers the practical challenges of multi-generational succession, the role private equity partnerships can play in a family business, and concrete strategies for growing revenue through the customer base a company already has.

Key takeaways

  • A structured cross-selling system focused on existing customers can generate hundreds of additional appointments and significant revenue within just a few months.
  • Transitioning from commercial to residential service requires deliberate operational changes but can open a more stable and recurring revenue base.
  • Partnering with a private equity or management services group can introduce accountability, coaching, and systems that a family business may struggle to build independently.
  • Brand messaging built around trust and consistent communication can reduce a company's dependence on paid lead generation over time.
  • Multi-generational succession works better when leadership roles and responsibilities are clearly defined between family members before the transition happens.
  • Adding trades such as plumbing and electrical to an existing HVAC operation creates natural cross-trade opportunities that increase customer lifetime value.

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