OM DETTA AVSNITT
STOP CHASING. START SPECIALIZING.
Jason Jewison of Personal Pride Porches & Decks shares how niching down from general remodeling to porch and deck specialist changed their leads, revenue, and operations in six months.
THE NUMBERS:
→ Revenue up from $2.5M to projected $3M in one year
→ Average project size: $20K → $27K
→ Mix shift from 50/50 to 60/40 decks and porches in six months
→ Backlog now sitting at six weeks out
WHAT CHANGED WITH THE WEBSITE:
- Wrong-fit leads stopped submitting forms
- Price-shoppers self-qualified out
- Conversion rate climbed without increasing ad spend
- The brand now signals quality before anyone picks up the phone
SALES PROCESS UPDATES:
→ 15-minute qualifying call replaces the kitchen table pitch
→ Investment ranges discussed on call one
→ Design and estimating agreement on complex projects
→ Goal: land within 10% of final price before contract
OPERATIONS SHIFT:
✓ Moved from in-house carpenters to trained subcontractor crews
✓ Lead carpenter promoted to job superintendent
✓ Projects now run five days a week, every single week
✓ No more slinky effect between selling and building
GROWTH PLAN:
→ Target: $5M within 3 years
→ 80–90% porches and decks
→ Second office in Medina already open
→ Showroom with in-house designer planned next
THE ADVICE:
Just decide to do it.
It takes time. It is not instant. But the clarity you get after committing to a niche is worth every uncomfortable week in between.
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