6 REAL Reasons Why You Need A Mobile-Optimized Website
We’ve all heard the saying, “If you build it, they will come.” But what about that other saying: “If you build it right, they&...
Most contractors dream of scaling their business to seven figures and beyond. For many, that milestone is the ultimate sign of success. But for Greg Wilkes, reaching multi-million-pound revenue was just the beginning of a nightmare. After years of growth, his construction company collapsed almost overnight… exposing the hidden dangers of rapid expansion without the right systems, people, and financial controls.
Greg’s journey is a masterclass in what not to do, and more importantly, how to rebuild stronger. From disastrous hires and profit-killing pricing mistakes to the power of targeting the right clients and building a resilient team, his story is packed with hard-won lessons and practical frameworks for any contractor who wants to scale the right way.
This show is sponsored by Blue Crocus Solutions, a web design and SEO agency focused on helping home service companies grow.
• Scaling without systems creates chaos and exposes cracks in hiring, delivery, and financial controls
• Hiring mistakes are the most expensive, and the wrong people can destroy your business from the inside
• Margin and markup are not the same, and misunderstanding this can cost you tens of thousands
• Outbound marketing and human connection are essential, do not just wait for leads
• Level up project value, not just volume, bigger projects are easier to manage than endless small ones
Many contractors believe that more work and more people will automatically lead to more profit. The reality is that growth without systems creates chaos. When you are scrambling to fill roles, chasing new projects just to keep the lights on, and losing track of your pipeline, cracks start to appear everywhere. Mistakes on site, reputation damage, and legal battles become the norm. If you do not have a system for hiring, delivery, and financial controls, you are building on sand.
The most dangerous part is that these cracks often go unnoticed until it is too late. You might be hitting record revenue, but if you are constantly firefighting, losing sleep, and feeling like you are one bad month away from disaster, you are not really scaling—you are just running faster on a treadmill. When the economy turns or projects dry up, the whole thing can collapse overnight. The emotional toll is immense, and you can find yourself losing not just your business, but your sense of self and your team’s trust.
The lesson is simple: growth is only good if your systems, people, and pipeline can keep up. Otherwise, it is a ticking time bomb. The collapse is not just about money—it is about losing a sense of self, letting down employees, and facing the reality that “success” can disappear overnight if you do not build on a solid foundation.
“It was like this perfect storm of foundations cracking around me because I hadn’t built the business the right way.” – Greg Wilkes
Hiring in a hurry is one of the most expensive mistakes you can make. When you bring people on just to get projects over the line, you risk destroying your business from the inside. The wrong hire can tank a project, poison your culture, or even steal your clients. One construction company learned this the hard way. A marketing executive who seemed perfect in interviews turned out to be an alcoholic, and a project manager with a big-company pedigree secretly coached a client on how to break their contract and take a half-million-pound project.
The real danger is that these people often look great on paper and can even impress in interviews. But without a system for hiring, onboarding, or vetting people, you are gambling with your future. If you do not have a process for screening, reference checks, and onboarding with clear KPIs, you are setting yourself up for disaster. The right people, in the right seats, with the right expectations, are the only way to scale safely.
A strong hiring process is not just about avoiding disasters. It is about building a culture where people want to stay, grow, and contribute. This means using structured interviews, checking references, and having a clear onboarding plan. It also means being honest about your culture and expectations from day one. When you get this right, you do not just avoid bad hires—you attract the kind of people who will help you build a business that lasts.
“Out of all the things that went wrong, one of the biggest problems was we didn’t have a system in place for hiring the right people, onboarding them the right way. They weren’t coming in and fitting our culture.” – Greg Wilkes
Many contractors lose tens of thousands simply because they do not understand the difference between margin and markup. If your project costs one hundred thousand pounds and you add a thirty percent markup, you price it at one hundred thirty thousand pounds. But your actual margin is only about twenty-three percent, not thirty percent. This mistake can wipe out your profits, especially on large projects.
Financial literacy is not optional for business owners or their teams. Everyone responsible for pricing must understand the math, and all pricing should be double-checked before it goes out the door. Training your team on this one concept can save your business from disaster. It is not enough to know your numbers as the owner. You need to make sure your team understands them too, especially if they are responsible for quoting or managing projects.
The difference between margin and markup is not just a technicality. It is the difference between a profitable business and one that is always struggling to make ends meet. Make it a priority to train your team, review your pricing systems, and never assume that everyone is on the same page when it comes to the numbers.
“A lot of businesses don’t actually understand the difference between margin and markup, and it can cost you tens of thousands of pounds in lost income.” – Greg Wilkes
If you have hit a wall or lost everything, the path back is not about working harder. It is about building smarter. The most resilient construction businesses are built on five pillars. First, plan by setting clear KPIs, targets, and a strategy for the year. Map out what you want in your business and life. Second, attract by developing a marketing system to bring in the right clients, do not just wait for the phone to ring. Third, convert by mastering sales psychology and the sales cycle to turn prospects into high-paying customers. Fourth, deliver by building systems for delivering projects right, both onsite and offsite. Fifth, scale by bringing on the right people, implementing the right processes, and leveling up your project values.
This framework is not just for those starting over. It is for any contractor who wants to build a business that is profitable, resilient, and gives you your life back. Each pillar supports the others. If you skip one, the whole thing wobbles. Take the time to map out your plan, build your marketing and sales systems, and focus on delivery and scaling only after you have the first three pillars in place.
“If you can get those five things right, you can build a business that gives you freedom, profit, and a life you actually want.” – Greg Wilkes
The best people do not just show up, they are attracted by companies with a clear vision, strong culture, and a reputation for growth. If you want to hire top talent, start by making your company look like a place people want to work. Use video testimonials from your team, write job ads that focus on the candidate’s growth, and leverage AI to streamline the hiring process. AI can help you write job descriptions, analyze CVs, generate interview questions, and even transcribe and score interviews. But do not forget the basics, always check references, and onboard every new hire with a clear thirty, sixty, ninety day plan and regular calibration sessions. The right onboarding process can turn a good hire into a great team member.
A strong onboarding process is not just about paperwork. It is about setting expectations, building relationships, and giving new hires the tools they need to succeed. Regular check-ins, clear KPIs, and honest feedback help new team members feel supported and accountable. When you invest in your people from day one, you build a team that is loyal, productive, and aligned with your vision.
“You’ve got to make sure that you are looking right online, your adverts are looking different, and you have a proper onboarding process. That’s the bit most miss.” – Greg Wilkes
KPIs are essential for accountability, but do not overload new hires with too many responsibilities. Use calibration sessions, where both the manager and employee rate performance and expectations, then meet to align and discuss gaps. This approach turns performance reviews into collaborative, growth-focused conversations. Be realistic about what one person can handle, and make sure every role has clear, achievable KPIs. Transparency is key. By having both sides fill out the calibration form, you can spot misalignments early and fix them before they become big problems. This process is not just about accountability, it is about building trust and helping your team grow.
KPIs should be specific, measurable, and tied to the outcomes that matter most for your business. Avoid the temptation to create a laundry list of responsibilities for each role. Focus on the few key metrics that drive results, and use regular calibration sessions to keep everyone aligned and moving in the right direction.
“You’ve got to be realistic in what you’re expecting of people and make sure you’re not expecting a unicorn to come in and do it all.” – Greg Wilkes
Most contractors make the mistake of targeting homeowners, but the real decision-makers for high-value projects are architects. Build relationships with architects by warming them up on social media, reaching out directly, and following up with value, not just a sales pitch. Some of the most successful builders have built their entire business by dropping off donuts or gin hampers to architects, creating relationships that led to a steady stream of high-value projects. The process is simple, identify the real decision-makers, build relationships, and offer value. Focus on architects, and you will find yourself picking the cream jobs you want, not just taking whatever comes your way.
This strategy is not just about getting more work. It is about getting better work. When you build relationships with architects, you position yourself as a trusted partner, not just another contractor. This leads to bigger projects, better clients, and more predictable revenue. It also allows you to be more selective about the work you take on, so you can focus on the projects that are most profitable and rewarding.
“The human connection is the most powerful marketing you can have. Go to the source, build relationships, and the work will follow.” – Greg Wilkes
Scaling is not about doing more of the same work, it is about doing better work. Instead of adding more and more small projects, focus on landing bigger, higher-value projects with fewer clients. This approach reduces headaches, increases profit, and makes your business easier to manage. The most successful contractors target larger projects and build relationships with the people who control them. Work smarter, not harder. Scaling is about quality, not just quantity. By focusing on bigger projects and better clients, you can grow your business without sacrificing your sanity.
Bigger projects also mean fewer clients to manage, which reduces the complexity of your business. You can spend more time on each project, deliver better results, and build stronger relationships with your clients. This leads to more referrals, repeat business, and a reputation for excellence in your market.
“You’ve got to level up the value and the type of projects just to make your scaling easier.” – Greg Wilkes
Continuous learning is the key to long-term success. Mix business books with autobiographies and podcasts for fresh perspectives. Stay current on tech and industry trends, especially AI. Some of the best resources for contractors include Buy Back Your Time by Dan Martel, Unleash the Power Within by Tony Robbins, Delivering Happiness by Tony Hsieh, Good to Great by Jim Collins, and Traction by Gino Wickman. Podcasts are also a great way to stay up to date, especially on fast-moving topics like AI.
Learning should not stop with you. Encourage your team to read, listen, and share what they learn. Make learning a part of your culture, and you will build a business that is always improving and adapting to change.
“The best podcast I’ll say, the one I’m obsessed with, is Peter Diamandis. If you’re into AI and the future of tech and health, that’s the one I watch.” – Greg Wilkes
If you take nothing else from this guide, remember this, have a real plan. Set aside time every year to plan your goals and strategy. Write them down and keep them visible. Review and adjust as you go. Most people drift through business and life without a concrete plan or goal, and that is why they never achieve what they want. Planning is the first pillar for a reason, it is the foundation of everything else.
A plan is not just a document. It is a living roadmap that guides your decisions, keeps you focused, and helps you measure progress. Make planning a habit, and you will be amazed at what you can achieve.
“Take your time, map it out. Have a plan and go for it.” – Greg Wilkes
Want to learn more or get Greg’s free book, “Building Your Future”?
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.
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