What Could Codie Sanchez Possibly Teach a Veteran in the Trades? Turns Out, Plenty.

In the world of (small) construction business, particularly in the trades, it’s rare to find fresh, practical advice that’s actionable. Recently, I came across Codie Sanchez on X.com, where she’s gathered an impressive 542,000 followers with her business insights. I read the following tweet:

I’ll admit, I was initially skeptical—she’s from a younger generation, Gen-Z, while I’ve been in this field for close to 20 years. At first glance, there’s nothing “wrong” with her tweet; in fact, it’s exactly what I’d say, just clearer and more to the point. 🙈

But the more I read of her content, the more I saw that Codie brings something real to the table. Her message of “Main Street” ownership—building, growing, and flipping small businesses—isn’t just talk; it’s practical, tactical, and resonates deeply with what I’ve done over the past two decades.

In this article, I’ll expand on each of her seven points above and give you a firsthand look at how you I’ve applied them.

In her content, Codie highlights three trends driving the change: a retiring generation, younger people stepping back from ownership, and big corporations absorbing the market. This is 100% accurate. My partner, Joe and I are talking more and more with fund managers looking to gobble up the inventory of blue-collar companies.

If you believe, like Codie and me, that local ownership beats big-box monopolies, her approach is worth a look.

Here’s how I’ve applied her seven-step plan, with lessons from the field:

1. Buy a Small Business

Starting from scratch isn’t always the best path. Codie suggests buying an existing business, which lets you hit the ground running. I’ve done this with companies like Liebo Builders (liebobuilders.com) and Tyree Customs (tyreecustoms.com).

Here’s what I’d add to Codie advice: the real trick is knowing whether you’re the “worker” or the “operator” in the partnership. I’m an operator—I’m best in the office at a desk. So I partner with talent like Joe Liebowitz and Matt Tyree. They’re not just skilled at what they do—they’re artists who bring their craft to life. This dynamic lets me focus on scaling the business while they focus on the art.

If you’re the artist, find an operator. It might be your spouse, or a capital partner. But trade businesses are not easy. Get help.

2. Use Outside Financing

Outside financing is essential. Joe and I recently created a small investment fund using our own capital and contributions from friends and family. This fund allows us to move quickly when opportunities arise.

I like to structure loans with friends and family until we can secure long-term options like SBA loans. This dividend recap strategy enables flexibility and speed—a huge advantage when you’re ready to act fast in this industry. Soon, we’ll be launching a free course on our TrueBuilder community (members.truebuilder.com), covering these funding strategies in detail.

3. Add a Website, Social, and Reviews

A business’s online presence is non-negotiable. Codie advises adding a website, social media, and reviews, and I couldn’t agree more. Joe and Matt, my partners, are naturals at organic social media, which brings in credibility and interest without a dollar spent.

As for the website, I use Squarespace and handle most of the work myself, which gives me flexibility to make updates in real time. This hands-on approach has given us an edge in the market. I like testimonial.to for reviews. Check it out. (They don’t pay us for recommendations, but they should).

4. Raise Your Prices (Or, Let the Market Guide You)

Codie’s advice to raise prices is good, but perhaps too general. In my experience, you need to let the market guide you. For example, if I owned an electrical trade contractor in LA, I would create a landing page focused solely on EV charger installations, a high-demand service in California. Side note, Joe and I are trying to buy (or launch) an electrical trade operation.

EV charges represent a template. I.e. quick, one or two-day jobs that get us into homes and provide an opening for upsells. Identify what your region needs, let that determine your offerings, and adjust your pricing based on the added value you provide.

5. Add a Subscription Option

Subscriptions are powerful for certain trades. Years ago, I built a $42 million solar company, which I eventually sold. A game-changer was offering a subscription-based service for cleaning and maintaining the solar panels every few months.

While it took almost a year to break even, the recurring revenue was solid gold after that. Think about maintenance or follow-up services that provide value to your clients and keep your revenue steady.

6. Upsell by Solving Your Own Costs

Upselling is a natural growth tactic, but here’s a twist: find something you’re spending money on and bring it in-house. When my last remodeling company hit $12 million in revenue, I noticed we were spending around $40,000 monthly on dumpsters. So, I bought containers, started a dumpster rental business, and turned a cost center into a profitable venture. I eventually sold this part of the operation for a profit.

Don’t be afraid to think outside the box when it comes to services you could provide internally. Look over your P&L, identify the biggest cost areas and think about bringing them in house and offering those services to other contractors.

7. Buy a Competitor and Repeat

Codie’s final tip, to buy competitors and scale, aligns perfectly with where I am now. Joe and I are actively seeking trade and service businesses to acquire. Codie figured out in her 20s what took me years to understand: the real way to grow in this business is through consolidation.

By merging with or acquiring competitors, you can streamline operations, increase market share, and boost profit margins—all without reinventing the wheel.

Empowering Gen Z and Women to Lead

One last note: I applaud Codie not just for her savvy business sense but for breaking into a male-dominated industry. In my experience, some of the best project and company managers I’ve worked with were women—they bring a level of organization, resilience, and vision that’s invaluable. To all Gen Z women considering entrepreneurship, Codie’s path is proof you can succeed and lead in this industry.

And make no mistake, you are the disruptors this industry needs. 

In Summary: Codie Sanchez’s formula for building and flipping small businesses isn’t just a theory—it’s a playbook. And it’s one I believe in so strongly that I preordered her book, Main Street Millionaire, which drops December 27. Until then, take these steps and put them into action. Own your community, create value, and let’s make Main Street stronger together.