The Remodeler Digital Playbook Podcast is dedicated to helping remodeling professionals sharpen their marketing and business strategies. In this episode, host Rathna Ramakrishnan sat down with Michael Hoy, the CEO of Great Day Improvements, one of the top remodeling companies in the country. With over 70,000 projects completed annually and more than a billion dollars in revenue, Great Day Improvements has become a leader in the home improvement industry. In this episode, Michael shares his journey, his approach to acquisitions, and his insights on scaling a remodeling business while maintaining a strong company culture.
From the Lumber Yard to CEO: Michael Hoy’s Path to Leadership
Unlike many CEOs who envision leadership roles from a young age, Michael Hoy’s journey began in a lumber yard. With an entrepreneurial upbringing, Michael developed a love for home improvement early on. Starting in sales and marketing, he worked his way up in the industry, eventually taking on leadership roles at Pella Corporation and Renewal by Andersen before joining Great Day Improvements. Today, under his leadership, the company has expanded to 288 locations and counting.
Scaling Through Acquisitions While Maintaining Brand Identity
Many remodeling businesses focus on niche services, but Great Day Improvements has taken a different approach—acquiring and integrating multiple home improvement brands under one umbrella. With 12 brands offering services ranging from roofing and siding to sunrooms and baths, the company has built a one-stop-shop for homeowners.
One of the keys to their success is allowing each brand to maintain its unique identity while benefiting from Great Day’s resources and national presence. Hoy explains, “We don’t disrupt the brand when we acquire it. We integrate them into our umbrella, but we let them do what they do best.”
Creating a Customer for Life
Michael emphasizes the importance of creating lifelong customers by delivering exceptional service. Rather than focusing on one-time projects, Great Day Improvements aims to be the go-to provider for multiple home improvement needs. Their cross-brand referral system ensures that a homeowner who had a great experience with a sunroom installation might come back for windows, roofing, or gutters. “Our goal is to be the most referable home improvement company in the country,” Hoy says.
Leveraging Technology for a Better Customer Experience
Technology is playing a massive role in Great Day’s growth. From AI-powered sales tools to a custom-built project tracker similar to Domino’s Pizza Tracker, the company is investing in innovation to improve customer experience. By ensuring transparency in project timelines and expectations, they are setting a new standard for home improvement services.
Key Marketing Insights for Remodelers
For remodeling businesses looking to scale, Michael shares valuable marketing advice:
- Invest in marketing, not overhead. Avoid unnecessary expenses like fancy offices and flashy trucks—redirect that money into sales and marketing.
- Prioritize digital marketing. As Michael notes, “Digital is the primary starting point for most homeowners today.” If you’re not optimizing your online presence, you’re missing out on potential leads.
- Build strong referral systems. Happy customers are your best salespeople. By delivering great experiences, you’ll naturally generate word-of-mouth business.
The Future of the Remodeling Industry
Despite economic uncertainties, Michael remains optimistic about the future of home remodeling. With many homes reaching the prime age for renovations and homeowners hesitant to move due to high mortgage rates, demand for remodeling services is expected to rise. Great Day Improvements is positioning itself for long-term growth, proving that strategic acquisitions, a strong culture, and a customer-first approach are key to dominating the industry.
Watch the Full Podcast Episode
Ready to dive deeper into Michael Hoy’s insights and learn how to transform your remodeling business? Watch the full episode of The Remodeler Digital Playbook Podcast to explore his proven strategies, real-life examples, and actionable advice tailored for remodeling contractors.
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