Est. MMXXIII — Operator Capital for Home Services Roofing · Solar · HVAC · Electrical · Plumbing · Pest · Lawn

Most home services
businesses stall at $2M.
We're built to take you past it.

Ethos partners with residential services owners doing $1M to $5M — installing the sales orgs, lead engines, and operating systems that break the ceiling. We're paid in equity or fees. Skin in the game either way.

Book an Intro Call → Our Approach
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01 — Approach Operator Capital

You built a real business. Now you're fighting the same battle every month — more leads, better closers, tighter operations — with no bench, no playbook, and no time.

We're not consultants. We're operators who embed with owners, install the systems that compound, and take equity instead of hours. When you grow, we grow. When you stall, so do we.

02 — Capabilities

What we build inside your business.

Six functions. Installed in sequence. Built to operate without us.

01

Sales Organization

Structure, recruit, train, and compensate a revenue team that scales past owner-dependency.

02

Lead Generation

Paid acquisition, SEO, channel partnerships, and referral engines that fill the pipeline predictably.

03

Go-to-Market

Positioning, pricing, ICP definition, and territory strategy that replaces guesswork with leverage.

04

Operating Systems

SOPs, scheduling, quality control, KPIs, and management cadences that make performance repeatable.

05

Technology & AI

CRM, automation, and AI-native workflows that replace headcount and compress response time.

06

Exit Readiness

Clean books, operator-independent ops, and a diligence-ready story for recap, refinancing, or sale.

03 — Engagement

Two ways we work together.

Pick the structure that matches your stage and appetite. We'll help you figure out which one if you're not sure.

Option A

Equity Partnership

We take a meaningful ownership stake and embed as operating partners. Multi-year commitment, full skin in the game, full alignment with your exit.

  • Ownership stake in lieu of (or alongside reduced) fees
  • Embedded operating partner with decision rights
  • Full build-out across all six capabilities
  • Long-term orientation toward recap or exit
Option B

Advisory Engagement

Fixed scope, fixed fee. Surgical help where you need it most — sales, lead gen, or operations — without sharing equity.

  • Defined engagement: 90, 180, or 365 days
  • Project-based fees, clear deliverables
  • Targeted build-out in one or two capabilities
  • Convertible to equity partnership if fit
04 — Partners

Who we work with.

We're selective. A small number of partners, deeply served. If you don't fit, we'll tell you directly.

  1. $1M–$5M in annual revenue
    Enough traction that the model works. Small enough that professional systems move the needle fast.
  2. Owner actively running the business
    You're still the engine. We're here to help you build the rest of the machine around you — or replace yourself.
  3. Real demand, not a product problem
    Customers want what you sell. The bottleneck is scaling delivery and revenue, not inventing the offer.
  4. Willingness to delegate
    Founders who hoard control cap their own ceiling. Ours is not a model for that.
05 — Distinction

Why Ethos.

There's no shortage of people offering to help home services owners. Here's how we're different.

vs. Consultants
Bill by the hour. Hand you a deck. Leave when the retainer ends. Their upside isn't tied to yours.
We get paid when you grow. Equity or fees, we embed and execute — we don't just recommend.
vs. Private Equity
Buy control, install their team, optimize for the exit on their clock. You become an employee in your own business.
You stay in control. We build value with you — then help you run the exit process when it's on your terms.
vs. Agencies
Send you leads. Book you meetings. Cash the retainer. Everything downstream of the lead is still your problem.
We own the whole revenue function — acquisition, sales, operations, retention. One accountable partner, not four vendors.
vs. Coaching Networks
Monthly dues, quarterly conferences, peer groups. Good community. No one actually builds the thing for you.
We're in the business with you — installing systems, hiring people, running plays. Built, not taught.
Start the Conversation

Let's see if the next
chapter is one we build together.

A 30-minute intro call. We'll ask about your business, share how we'd approach it, and tell you honestly whether we're a fit. No pitch deck. No pressure.

Book an Intro Call →