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How Lance Bachman Builds and Sells Businesses Without Following the Rules
When most people think about success in business, they imagine a straight path: start a company, hustle hard, make some money, sell it someday. But few actually do it. And even fewer do it multiple times—across different industries—with a system that works like clockwork.
Lance Bachman is one of those rare entrepreneurs.
On this episode of Marketing Without Rules, host Lewis Vandervalk sits down with Lance to unpack what it really takes to build a business that scales—and sells. Lance is the founder of LB Capital, a hands-on operator, and a serial entrepreneur who has built and sold multiple 8-figure companies. His “build it to sell it” philosophy is not just a catchy phrase—it’s a repeatable playbook.
This show is sponsored by Blue Crocus Solutions, a web design and SEO agency focused on helping home service companies grow.
Lance doesn’t mince words: “Everything is marketing.”
It doesn’t matter if you’ve never swung a hammer or stepped foot on a roof—Lance has sold not one, but two roofing companies to private equity without ever installing a shingle. Why? Because he understands the one thing most business owners overlook:
“If you’re not marketing, you’re invisible.” – Lance Bachman
To drive the point home, he compares business to dating apps:
Today’s consumers are savvy. They’re choosing who to work with the same way people swipe on dating apps—by what they see. Your website, social profiles, and brand presentation are either converting attention into revenue or turning potential customers away.
It’s not about being flashy—it’s about being visible and compelling. Your brand is either working for you, or against you.
Lance built and sold one of the largest digital marketing agencies in the country. So when he says 90% of agencies are garbage, it’s not an opinion—it’s a diagnosis.
Most agencies talk a big game but don’t have the real-world results to back it up. It’s easy to claim you’re a digital expert when your only proof is a certificate or a few Canva-made reels. But when you’ve actually run a performance-driven agency and helped scale businesses, you know what moves the needle—and what doesn’t.
If your agency can’t show you the data—leads generated, customers closed, revenue driven—they’re not a growth partner. They’re overhead.
“If they can’t prove ROI, they don’t belong on your payroll.” – Lance Bachman
It’s not just bad marketing advice that holds people back. It’s the mindset.
Many new entrepreneurs fall in love with the idea of business—posting motivational quotes, taking selfies with rented cars, announcing LLCs like they’re lottery tickets. But then reality hits: no leads, no cash flow, and no clue why the phone isn’t ringing.
The harsh truth? Filing paperwork doesn’t make you a business owner. Results do.
Lance reminds us that real growth only happens when you bring real value—and that usually starts with hard work, not flashy branding.
“You don’t get paid for trying. You get paid for solving problems.” Lance Bachman
Lance lays out his six foundational pillars for scaling a business:
“You grow by upgrading your habits—and your circle.” – Lance Bachman
On the day Lance closed his latest sale and saw 8-figures hit his bank account, he didn’t celebrate. He was coaching kids’ wrestling and didn’t even check the deposit until his sister sent a screenshot.
That’s because for Lance, the real win isn’t the wire transfer. It’s the journey. It’s being in the office the next morning like nothing happened. It’s about showing up to lead, create, and grow—regardless of what’s in the bank.
For him, work is purpose. He treats the business like a championship season that never ends. Once the trophy is earned, it’s time to prep for the next title run. He doesn’t coast because the mission isn’t finished—it’s evolving.
“The game isn’t over when you get the trophy. That’s just the start of the next season.” – Lance Bachman
Lance’s step-by-step playbook for growing a roofing business fast:
GMB Optimization – Upload daily photos, get 5-star reviews, and connect it with your website. Make sure your schema, site structure, and on-page SEO are dialed in.
Citations + Backlinks – Use tools like BrightLocal, Ahrefs, and SEMrush to fix internal linking, build citations, and acquire local backlinks.
Branding & Presence – Wrap your trucks, put out yard signs, wear collared shirts, and bring energy into every job.
ServiceTitan & Financing – Use the systems the big guys use—even if you’re still small. Start with infrastructure that scales.
Door-to-Door Energy – After every install, knock 20 nearby doors. Leave a card. Offer value.
If you bring that kind of hustle, confidence, and follow-through into your market daily—you don’t stay small for long.
“Massive energy beats mediocre marketing. Every time.” – Lance Bachman
One of the biggest mindset shifts Lance made was realizing that he didn’t need to be the best at everything. In fact, his most successful businesses were run by leaders who were better than him at their specific roles.
Lance built a reputation for attracting top-tier talent—and then getting out of their way. He doesn’t micromanage. He empowers. And when a decision is made, he expects unity across the leadership team—even if it wasn’t the option he would’ve picked.
This level of clarity and accountability is what creates high-performing teams. The right people in the right seats, all rowing in the same direction.
“Great leaders don’t create followers—they create more leaders.” – Lance Bachman
Your P&L isn’t just a spreadsheet—it’s your business scoreboard.
Your Profit & Loss statement tells you:
Too many business owners make decisions based on gut feelings or social media hype. Lance uses data.
The P&L shows where you’re bleeding money, where you’re thriving, and what levers to pull to stay profitable. If you don’t understand your numbers, you’re vulnerable to overhiring, underpricing, or scaling losses instead of profits.
“If you can’t read your P&L, you’re not running a business. You’re running blind.” – Lance Bachman
Lance has built a personal brand so strong that people stop him at Eagles games and airports. But that brand was built intentionally.
He didn’t just slap his name on a logo and hope it caught on. He invested in storytelling, consistency, and reputation. He built credibility by documenting his wins, sharing valuable lessons, and showing people who he is—not just what he does.
His brand has evolved—from “party guy” to family man, operator, and trusted partner. It reflects growth, not gimmicks.
Today, Lance’s brand gives him leverage. It opens doors, attracts talent, and drives deals. It’s not fluff—it’s fuel.
“A great brand doesn’t need to be loud—it needs to be consistent and respected.” – Lance Bachman
If Lance had to rebuild from zero tomorrow, he knows exactly what he’d do.
He wouldn’t overthink. He’d start posting immediately:
He wouldn’t worry about likes or followers. Instead, he’d track views, engagement over time, and consistency. Because he knows the magic doesn’t happen in the first week—it happens in month six, when the seeds you planted start bearing fruit.
He built everything he has today after 25 years of 15-hour days. Most people quit after 90 days of posting. That’s the difference.
“You don’t need followers to start. You need consistency to grow.” – Lance Bachman
Lance’s philosophy is simple:
“Sacrifice. Suffer. Succeed.” – Lance Bachman
Whether it’s family, fitness, or business—those are the stages. No shortcuts. No handouts.
“Marketing Without Rules” isn’t just a podcast title—it’s how Lance lives. He sets his own rules, breaks the ones that don’t serve him, and plays to win.
To learn more about Lance Bachman, visit LanceBachman.com and check out his full playbook for business owners ready to scale and exit.
This Podcast is sponsored by Blue Crocus Solutions, a marketing agency offering website design, branding, AEO (Answer Engine Optimization) and Search Engine Optimization (SEO) services for Home Service businesses.
To see more episodes of the Marketing Without Rules Podcast, visit the podcast here:
