What does it take to lead the next generation of a home services business that's been around for nearly 70 years?
In this episode of the To The Point Home Services VIP Room, Chris Yano, Chad Peterman, and Aaron Gaynor sit down with Ben Nalty, General Manager of Environment Masters, to talk about growing a third-generation family business, scaling across multiple trades, and stepping into the leadership role of a company his grandfather helped build.
Ben shares how he went from working around the business as a teenager to running HVAC service and eventually becoming General Manager. He breaks down Environment Masters' evolution from a business heavily focused on commercial construction into a residential service company across HVAC, plumbing, and electrical, and how the company has grown from roughly $25M to pacing $35M.
The conversation also dives into what it's like working alongside his father, navigating succession in a multi-generational business, and the decision to partner with Redwood Services. Ben explains what that partnership has changed, from stronger accountability and coaching to improving memberships, conversion rates, average tickets, and cross-trade opportunities.
Later, Ben turns the questions back on Chad and Aaron to get their advice on two challenges he's working through right now: generating more cross-trade opportunities and finding better ways to market and communicate with customers. Chad shares the cross-selling system that generated 900 additional appointments and roughly $1M in revenue in six months, while Aaron breaks down how contractors can build stronger brand messaging instead of relying solely on offers and lead generation.
It's a conversation about family business, leadership, growth, cross-selling, marketing, and what it takes to carry a decades-old company into its next chapter.
TIMESTAMPS
00:00 – Intro
02:45 – Meet Ben Nalty & Environment Masters
05:30 – Nearly 70 Years & Three Generations in Home Services
08:30 – Growing Up in the Family Business
11:30 – Ben’s Path to Running the Company
15:00 – Transitioning From Commercial to Residential Service
18:30 – Adding Plumbing & Electrical
21:30 – Taking Over Day-to-Day Operations From His Dad
25:00 – The Father-Son Dynamic in a Family Business
28:00 – Why Environment Masters Partnered With Redwood Services
32:00 – Navigating Private Equity as a Family Business
35:30 – What Changed After the Redwood Partnership
39:00 – Scaling From $25M Toward $35M
42:00 – Improving Memberships, Conversion Rates & Average Tickets
45:00 – Creating More Cross-Trade Opportunities
48:00 – Chad’s Cross-Selling Strategy That Generated $1M
51:00 – Marketing Beyond Just Buying Leads
53:30 – Final Takeaways
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