Garage door businesses often chase topline revenue. But that doesn’t build freedom; profit does. Ryan Lucia, founder of Aaron Overhead Doors and Markinuity founder, shares real strategies for operational clarity, marketing that converts, and how to avoid costly mistakes in your growth journey.
Revenue Looks Good on Paper — But Profit Pays the Bills
“Revenue looks sexy, but profit pays the bills and builds freedom,” Ryan said on a recent episode of Torsion Talk.
When Ryan started Aaron Overhead Doors, he hit $700,000 in the first year, despite having just one week of training and no experience in the trades. But that early growth hid problems.
“I was selling, selling, selling… then I had to jump in and do installs. The sales crashed because I wasn’t in front of people.”
He was stuck in a loop: sell, install, repeat, and cash flow suffered. That’s when he realized real freedom comes from systems, not just pushing revenue.
How Better Systems Saved $4,000 a Month
Ryan was paying nearly $5,000 per month for ServiceTitan, yet it couldn’t meet all his company’s needs.
He switched to FieldPulse, which offers an open API that lets him send and pull data as needed. The tradeoff?
“No one has a better UI than ServiceTitan. But if I can save $4,000 and still get what I need, I’m okay with a little clunky.”
With developers on hand, his team is now automating internal workflows across just two platforms, down from four. That shift is saving thousands every month, a move many garage door businesses should consider.
Split Brands to Make Messages Clearer
Ryan split his brand into Aaron Overhead Doors (residential) and Aaron Dock and Door (commercial), building two websites and separating messaging.
“It doesn’t look like we’re a residential company doing commercial stuff anymore.”
By clarifying who each website serves, he saw a spike in commercial leads. It also helped him get around Google’s advanced verification requirements for garage door ads.
Check out Markinuity’s website solutions to see how separating brands helps increase conversions and reduce ad restrictions.
Markinuity Helps Garage Door Companies Get Found — and Stay Found
Ryan uses Facebook and Instagram ads strategically, targeting precise messages to the right audience. He reports some of the best ad performance he’s ever seen.
For companies without that expertise, Markinuity’s local SEO services are purpose-built for garage door businesses.
- Clear targeting for residential or commercial
- Website copy that matches customer intent
- Smart ad strategies for better return on spend
Markinuity also protects against fake map listings and SEO penalties. Learn how Ryan and Markinuity prevent competitors from cheating the system.
Mastermind Planning: $10K That Pays for Itself
Ryan runs an intensive event for garage door company owners, featuring Joseph Roberts, a fractional CFO who works only with door companies.
For $10,000, attendees get:
- 3 days in a luxury Airbnb with pool
- 1-on-1 financial planning with Joseph
- Marketing and operations coaching with Ryan
- Accountability meetings post-event
- Room, breakfast, and lunch included
“There’s no better feeling than going into the year with a plan you can execute.”
Ryan is already planning 2026 for Aaron Overhead Doors, and recommends all companies start in Q4, not December.
Final Word: Would You Trade Revenue for Profit?
Here’s a question Ryan posed:
“If you’re doing $6 million and 5% net, that’s $300K. What if you dropped to $5 million but doubled your net to 10%, now it’s $500K. Would you trade that million in revenue for $200K more in profit?”
For smart garage door companies, the answer is yes.
Ryan aims for 15–20% net profit, but says 10% should be the floor. That’s how you build freedom, with real profit, not vanity numbers.
If you need assistance scaling your business, we’re here to help! Here’s what a recent client of Markinuity had to say about our services: “Hands down the best in the business!
Their abilities and attention to detail set them apart from everyone in their field. They are honest and extremely communicative. Trust me when I say that Ryan, owner, Ashley, manager and everyone else on the Such n Such team have your back when it comes to doing the correct things for your business and getting results. We have used them for 3+ years and the ROI has been substantial. Be patient and allow the process, that they set in place , work for you.”
