Jesse Yans didn’t plan on running a garage door company when he joined the Marine Corps Reserves right out of high school. But today, he helps lead Star City Garage Doors in Virginia—and what he’s built is a model other garage door dealers can learn from.
He joined Ryan Lucia, founder of Markinuity and successful garage door business owner, on the Torsion Talk podcast to talk about how he went from an installer to operations manager, how to train your team so you can step back, and why premium work is better for your margins and sanity.
Jesse’s Journey to Running a Garage Door Company
- Started as an installer in Richmond on both new construction and retrofit jobs.
- Briefly left the industry to build houses—gaining helpful skills.
- Moved to Georgia to do service work for a well-known company.
- Returned to Virginia through his contact Kevin Cameron and joined Star City Garage Doors.
Now the operations manager, Jesse wears many hats: installs, service, truck outfitting, parts ordering, and training new techs.
What Happens When You Step Away from Your Garage Door Business?
Jesse had a major test run recently: an emergency appendectomy. His ability to step away without issues reflects the principles shared in this guide to internal communication for garage door companies. His team kept the business running smoothly.
Here’s how they made it work:
- Defined roles — Micah, his brother, handles installs and steps up daily.
- Operational backup — Kristen, inside the office, managed scheduling and calls flawlessly.
- Cross-trained techs — New technician Austin knows who to reach out to when issues pop up.
“I was out for a week and the guys handled it. When the baby comes, I feel confident turning the phone off.”
Building a Team That Owns Their Work
How Jesse leads:
- Micah shadowed him for a year and now manages full installs.
- Jesse teaches but hands off control and accountability.
- Working with family can be tricky, but they rely on trust and communication.
“We’ve thrown hands before—but at the end of the day, we’ve got each other’s backs.”
Garage Door Marketing That Converts
On the same episode, Ryan Lucia shared tactical updates:
1. Virtual Door Dealer Conference is Back
- December 13
- Free for Markinuity and GDU clients
- Short, interactive, built to help you grow
2. The Summit is Nearly Sold Out
- Scheduled for March
- Includes Willie Robertson among top speakers
- Ideal for a “workation”—bring your spouse and recharge
3. Pay‑per‑call beats Pay‑per‑click
- Only pay when a lead calls
- Clearer attribution and cost per booked job
- Better ROI on ad spend
“AdWords has changed. You need to manage it differently or you’re burning cash.”
Star City’s Operations: Premium Over Volume
Jesse’s strategy emphasizes quality and customer trust:
- Residential installs with higher-end hardware and specs
- Fewer callbacks thanks to premium rollers, high-cycle springs, and sturdier openers
- Focus on experience, not just low price
- Commercial work only when it aligns with their standards
“We want the door to run so well that we don’t hear from the customer again for 10 years.”
Even though the area is rural, Jesse has carved out a lane by focusing on lasting quality and strong customer relationships.
Leadership Without Formal Training
Jesse builds his leadership muscle through experiences and habits similar to what we outline in 10 strategies that helped grow a garage door business:
- Marine Corps experience
- Online business management courses from Liberty University
- Regular learning from leadership podcasts, including Torsion Talk
Need help getting your team leadership-ready? This post highlights Ryan’s proven methods on building a stronger team.
Quick Wins for Garage Door Dealers
- Switch your AdWords to pay‑per‑call for better lead conversion.
- Start cross-training team members so you can step away confidently.
- Invest in premium installs to reduce callbacks.
- Improve communication with your team
Want Help Applying These Garage Door Tactics?
If you want to:
- Build a team that runs independently
- Create marketing that drives booked jobs—not just clicks
- Join events designed to help your business grow
We can help.
Reach out to Markinuity and let’s grow your garage door business the smart way.
