How Garage Door Businesses Can Thrive in a Downshift — Insights from Ryan Lucia & Markinuity
On this week’s episode of Torsion Talk, Ryan Lucia shared a grounded, data-backed message for garage door companies facing a slowdown. With economic shifts hitting many industries, including manufacturing and construction, now is the time to refocus—not retreat.
Ryan, who runs Aaron Overhead Doors and helps other contractors grow through Markinuity, laid out specific steps that any garage door business can take to stay lean, profitable, and positioned for growth.
Start With Your Numbers
“I want you to be able to set aside three, four hours to deep dive into your data,” Ryan said.
He recommends reviewing your credit card and bank statements monthly. Look for subscriptions you forgot about or tools that don’t add value. This small step often frees up real cash you can reinvest in marketing or automation.
Evaluate Marketing That’s Actually Working
Ryan was honest about a failed marketing experiment:
“We went pretty big into radio this year… and I have to admit it probably wasn’t my brightest or best decision.”
Despite consistent ad creative and even a well-known endorsement, the results didn’t hold. Few customers mentioned hearing the ad, and brand search volume didn’t increase.
So Ryan and his team made a data-driven call to pull out.
If you’re investing in marketing that isn’t trackable or scalable, Markinuity offers help with local SEO and paid strategies built for home service businesses. Instead of guessing, you’ll know what’s driving leads.
Automate What You Can
Ryan breaks it down simply: if you’re doing something manually more than twice a week, it’s a candidate for automation.
“Automate scheduling, follow-ups, estimates, collections—anything that can run off a trigger, do it.”
Whether it’s sending reminders to customers or tracking estimates that haven’t closed, systems save you time and improve consistency. He recommends tools that connect directly to your CRM and scheduling platforms.
If you’re unsure what tech stack fits your size and budget, Markinuity’s solutions include automation plans customized to your business model.
Switch to Commercial for Stability
Ryan noted a shift in consumer demand:
“Joseph Roberts told me… 71% of homeowners are postponing home projects.”
With fewer residential jobs, many garage door businesses are shifting their focus to commercial clients. Ryan is actively hiring for his commercial sales team and believes it’s a smart pivot for others too.
“Any small losses in residential can be made up by commercial.”
Commercial contracts often bring more predictability and volume, making it a strategic long-term move.
Do the Basics Better
Ryan reminded listeners to get back to the small things that drive results:
- Follow up quickly—on site if possible, or within 24 hours
- Track every lead and quote
- Ask for reviews on completed jobs
- Leave yard signs and door hangers for neighbors
“These are all things that compound and make it better.”
Lead with Culture and Clarity
Your team mirrors your energy.
“If you have a bad attitude or you’re angry or frustrated when you get into work every day, it’s going to impact your people.”
Ryan emphasized creating a 90-day sprint plan, organizing weekly cadences, and tracking cash flow daily if needed. The business owner sets the tone. That tone should be calm, clear, and focused.
What to Do Next
Garage door businesses that are thriving right now are not pulling back—they’re adapting smarter. If you’re unsure what changes to make or where to start, get expert support from a team that builds real campaigns for real home service companies.
You’re not alone—and you don’t have to guess.
