Residential Service and Installs is the backbone of any successful home services business looking to scale from a small family operation to a multi-million dollar enterprise. In a recent webinar, James Wisler, owner of Wisler Plumbing, Heating, Cooling, and Electric, shared how his company achieved over $20 million in annual revenue while serving a relatively small market of just 240,000 people. By transitioning away from broad services like new construction and focusing strictly on specialized niches, the Wisler team has built a double-digit profitable powerhouse in Roanoke, Virginia.
The Power of Focus: Residential Service and Installs
For decades, many home service companies have tried to be everything to everyone, often juggling new construction, commercial projects, and residential work simultaneously. Wisler’s journey illustrates that the path to high profitability often involves doing less, but doing it better. In 2008, the company made the difficult but pivotal decision to shut down its new construction division. While this was a major shift, it allowed them to reallocate overhead and focus entirely on the more lucrative model of Residential Service and Installs.
This transition required a fundamental change in mindset. Unlike new construction, which focuses on high volume and lower margins, a service-based model demands a different type of technician and a higher level of customer care. By leaning into Residential Service and Installs, the company was able to build a recurring revenue stream through service agreements and premium customer experiences that “positively surprise” the homeowner.
Strategies for Scaling Residential Service and Installs in Small Markets
Operating in a market like Roanoke and Franklin County presents unique challenges compared to major metropolitan areas. With a smaller population pool, maximizing the value of every customer becomes essential. One way Wisler has mastered this is by departmentalizing and adding trades strategically to ensure they are the premier provider for all local home needs.
1. Departmentalization and Specialization
A key takeaway from the webinar is the importance of specialization within Residential Service and Installs. Instead of having “jacks of all trades,” Wisler has built dedicated departments for:
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Plumbing: The original core of the business that continues to grow north of 15% annually.
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HVAC: A division added in 2019 that grew by 100-150% in its early years.
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Electrical: A newer addition that saw 30% growth last year alone.
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Water Treatment: A specialized niche that generates leads differently by focusing on customers who explicitly want a system rather than just a repair.
2. The Sales-Install Model
One of the most effective strategies for growing Residential Service and Installs revenue is the sales-install model. This approach separates the diagnostic and sales process from the actual installation. By having highly technical “cornerstone” field leaders and a dedicated sales team, a company can maintain high quality while scaling the number of installations performed each week. This allows the technicians to focus on their craft while the sales team focuses on providing the best options for the homeowner.
3. Investing in Leadership
James Wisler emphasizes that the most important investment for a growing company is leadership. As you scale your Residential Service and Installs business, you cannot be the one managing every detail. Finding a “culture fit” in management is non-negotiable. If the leadership team isn’t unanimous on a hire or a strategy, it’s often best to wait until everyone is aligned with the company’s vision.
Overcoming Hardships and Ensuring Resiliency
Growth is rarely a straight line. Last year, Wisler saw an 8% overall growth rate, which, while positive, was lower than their typical 15%+ goal due to some operational hurdles in the HVAC department. However, the resiliency built into a specialized Residential Service and Installs model allows a business to weather these “off years” and come back stronger. By focusing on the “residential” side, the business avoids the massive fluctuations often seen in the commercial or industrial sectors.
The webinar highlights that the “vacuum” of operations can be real, and it is difficult to manage the day-to-day work while also trying to grow. This is why systems, accountability, and coaching are critical. By stepping back from the field and focusing on the business’s “vision,” owners can identify new opportunities—like the expansion into water treatment—that keep the company ahead of the competition and maintain their status as the market leader.
Final Thoughts: Building a $20 Million Legacy
Success in a small market isn’t about having the most customers; it’s about having the best relationship with the customers you do have. By committing to Residential Service and Installs and refusing to settle for low-margin work, Wisler has proven that a local company can dominate its region and achieve massive financial success. Their story is a roadmap for any contractor who feels “stuck” in a small town.
Whether you are just starting or looking to transition your existing trade business, focusing on specialized residential work and investing heavily in your team will provide the “runway” you need to reach your revenue goals. The shift from a “family-run” feel to a “professionally managed” organization is the key to unlocking the next level of growth. This is exactly why many contractors choose to partner with CertainPath; by providing the systems, coaching, and community needed to streamline operations, CertainPath helps business owners navigate this transition and achieve world-class profitability.
For more insights on how the Wisler team dominates their market, watch the full webinar here.
