Ryan Lucia is the founder of Aaron Overhead Doors, Such n Such Media, Garage Door Store, and the Torsion Talk Podcast. A former software executive, Ryan decided he wanted to go blue-collar. He started his own business with a wife and two children at 36 years old. He has since become a mentor, sales leader, marketer, philanthropist, and entrepreneur who has started multiple businesses, including a marketing agency. 

In this episode, we talked about leadership, sales management, SEO, B2B, marketing…

Show notes

  • Introducing Ryan Lucia. [1:24]
  • More information about Ryan. [2:50]
  • Why you shouldn’t scale a home service business like a software company. [4:28]
  • Finding great people who show up every day and work hard, as if it’s their own business. [6:20]
  • Thoughts on dispatching. [8:00]
  • Different pricing mentalities. [11:30]
  • Investing in getting reviews. [17:20]
  • Acquiring leads through digital marketing. [20:43]
  • Getting rid of the coupon mentality. [23:00]
  • The steak analogy for pricing. [27:16]
  • Thoughts on branding and getting leads while starting out. [30:40]
  • A great KPI and CRM for startup business owners on a budget. [33:33]
  • Changing your business mentality. [36:03]
  • Changing the negative connotation that “sales is a four-letter word.” [40:06]
  • Taking things to the next level. [47:47]
  • Getting more repair calls from Google organic search. [51:21]
  • Takes on good culture and leadership [53:31]
  • How to get more information about Ryan. [1:01:26]
  • Three books on Ryan’s reading list. [1:02:15]
  • Ryan’s most important piece of advice to home service business owners. [1:04:35]

Resources And People Mentioned:


In my new book, Elevate, I share how I created the right structures and incentives to build a team of A-players, and how that helped me build a $200M Garage Door business in 19 states. Order it now and get access to 5 free amazing bonuses!