Paul Baluch doesn’t speak in theory. That's because he has 14 years of experience scaling home services brands like Shack Shine, 1-800-GOT-JUNK, and more.
In a recent Strategy Session hosted by Big Star Lights, Paul broke down exactly what separates the businesses scraping by at $200K from those confidently scaling to seven figures.
He's helped grow lighting divisions across North America and now runs Holiday Lights Academy, where real installers are hitting $1M+, some in their first year. These aren’t abstract ideas. They’re steps anyone can apply this season. Read on to learn how 👇
"If you can walk away with just 3 tactics from today and implement them this season, you'll see real growth." — Paul Baluch
Table of Contents
- Build a Plan That Guides Your Entire Season
- Systematize to Save Time and Margin
- Turn Marketing into a Machine
- Start Earlier Than Feels Comfortable
- Staff Like Growth Depends on It (Because It Does)
- Engineer Repeat Business Through Better Experience
- Simplify Everything You Can
1. Build a Plan That Guides Your Entire Season
If you're still setting revenue goals on gut instinct or writing expenses on napkins, you're flying blind. Paul stressed that successful installers spend 20–30 hours pre-season building a full plan—because without one, you end up reacting instead of scaling.
What your plan should include:
- Monthly install targets (based on crew capacity)
- Sales forecast with close rates factored in
- Expense budget, especially for marketing and labor
- P&L projection: what’s your actual take-home if you hit goal?
💡 Pro Tip: Grab Paul’s business plan template through Holiday Lights Academy or check out BSL’s pricing strategies blog to reverse-engineer your target margins.
2. Systematize to Save Time and Margin
High-performing installers aren’t smarter. They repeat the processes that work best. Paul’s standout point: standardization makes your business teachable, trainable, and scalable.
What top operators have in place:
- Clear SOPs for install, takedown, and rehangs
- Sales playbooks and estimate scripts
- Job site checklists that reduce callbacks
- Shared calendars and CRM-based dispatching
BSL’s Ultimate Multitools and Ultimate Wire Cutters aren't just nice tools—they save minutes per job, per crew. Multiply that over 100+ installs, and you’re gaining days.
Key benchmarks to track:
- First-year install gross profit: 60–65%
- Reinstall margin target: 80–85%
- Conversion rate: aim for 40–50% (track by lead source)
3. Turn Marketing into a Machine
If you're “waiting for referrals” and wondering why your calendar is empty, this is your fix. Paul recommends reinvesting 10–15% of your projected revenue back into marketing. Yes, even in year one.
Baseline marketing toolkit:
- Google PPC for demand capture
- Facebook/Instagram ads for awareness
- SEO + GMB reviews (goal: 100+ reviews)
- Yard signs and door hangers (50 signs up, 1,000 hangers/week)
Want high-ROI brand awareness? Install 5 free jobs on high-traffic corners—only requirement: you run a lit yard sign all season. Those jobs will pay you back 3–5x.
4. Start Earlier Than Feels Comfortable
Waiting until November to ramp up means missing the most profitable window. Paul’s best operators are finishing all re-installs by October 15—October 31 at the absolute latest.
What early start actually means:
- Reinstall calls in August
- September = upsells + free installs for visibility
- Ground marketing and ads running by mid-September
Why? Because once peak season hits, your calendar fills fast. Without freed-up time slots, new leads just fall through.
5. Staff Like Growth Depends on It (Because It Does)
Scaling means growing beyond your own ladder. But hiring only works if your techs feel invested. Paul emphasized not just hiring well—but retaining with purpose.
Proven incentive ideas:
- $10 bonus for each 5-star review that names them
- 5% commission on upsells
- Weekly team leaderboard for revenue
- Spontaneous gas/coffee cards for small wins
Your best hire this season might be working for a local roofer, painter, or landscaper about to go seasonal. Build those partnerships now.
6. Engineer Repeat Business Through Better Experience
Repeat work is the lifeblood of scale. Paul made it clear: 90% of this year’s installs should return next year.
5 ways to drive that:
- Branded uniforms (use affordable custom tees)
- Tidy vehicles (no boxes, clear layout)
- Label every take-down for reinstall accuracy
- Use SMS/email + CRM to stay in touch
- Resolve issues same-day when possible
A great install isn’t enough. You’re judged on speed, cleanliness, and how you fix things when something breaks.
7. Simplify Everything You Can
Complexity stalls momentum. Paul observed that many owners stuck at $150K-$300K are bogged down by too many SKUs, pricing models, or marketing messages.
What simplification looks like:
- Offer 2–3 core packages instead of custom quoting every job
- Use only warm white C9 and 5mm mini lights in year one
- Provide preset pricing for common add-ons (e.g. patio lights, wreaths)
Paul shared a case study of one of his clients who hit $1M in year one by focusing 90% of their installs on two light types and leaning into speed, consistency, and marketing visibility.
💡 Pro Tip: Test this: could a new hire understand your sales and install process in 30 minutes? If not, keep simplifying.
Scaling Tools Cheat Sheet
| Area | Good | Better | Best (BSL-Recommended) |
|---|---|---|---|
| Planning | Google Sheets | Basic template | Holiday Lights Academy Full Planner |
| Install Tools | Amazon bundle | Branded light gear | BSL Pro Tools |
| Lighting | Hardware store LED | Entry-level C9s | Commercial-grade BSL LEDs |
| Tech Stack | None | Jobber, Housecall Pro | CRM + SOPs tailored for installs |
Ready to Get After It?
Growth isn’t about luck—it’s about execution. Whether you're aiming to double revenue or break the $1M mark, the seven steps above will help you focus on what matters most: planning better, hiring smarter, marketing louder, and keeping it simple.
Explore the Big Star Lights Community to get even more resources or join Holiday Lights Academy for the coaching that fast-tracks results.
Frequently Asked Questions
The Q&A was buzzing during the Strategy Session. Some of the top questions installers asked included:
Q: How do I hire quality seasonal help fast?
A: Use Indeed + local trade business partnerships. Give new hires structure with SOPs and quick-start guides.
Q: Is $1M in Year 1 realistic?
A: Yes—Paul has seen it. But only with a focused plan, dedicated crew, and aggressive marketing.
Q: Should I offer permanent lighting?
A: Yes, if you’re ready. BSL’s Chromaglow Pro is the industry standout.
Q: What’s the most important number to watch?
A: Gross profit. Don’t just grow—grow profitably. Target 65%+.
Summary
- Create a real business plan (not in your head)
- Systematize everything you repeat
- Reinvest 10–15% in solid marketing
- Finish re-installs by late October
- Hire well and reward generously
- Build experience that creates loyalty
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Trim the fat—simplicity fuels scale