How do you build a home service business that thrives today and is ready for a profitable exit tomorrow? In this episode of Catalyst for the Trades, Gregg Schonhorn of SF&P Advisors joins Jennifer Bagley to share proven strategies for maximizing business value, preparing to sell, and staying ahead with AI and tech adoption.

Gregg combines 20+ years of Wall Street experience with deep knowledge of HVAC, plumbing, electrical, and roofing industries. He breaks down financial skills contractors need, the right time to sell, and common myths about industry multiples.

This episode also covers how AI will impact websites, marketing, and lead generation—plus what business owners can do now to stay competitive.

If you’re thinking about selling your contracting business or want to build a more valuable company, this conversation is packed with clear, actionable advice.

Key Topics & Timestamps

• 00:00 – Introduction: Meet Gregg and the story behind the episode.
• 02:48 – Career Path: From Wall Street to trades advisor.
• 07:24 – What SF&P Advisors Does: M&A and exit planning for contractors.
• 09:37 – Industry Multiples & Market Timing: When to sell your business.
• 13:03 – Building to Sell: What separates high-value companies.
• 17:15 – AI in Home Services: How tech is reshaping marketing.
• 26:13 – The Future of Websites: AI training data and agentic tools.
• 33:23 – New Business Models: Lead gen companies and tech-driven contractors.
• 35:13 – Marketing Mindset: Why every trades business needs a CMO.
• 36:44 – Cutting Through the Noise: Avoiding bad advice.
• 41:07 – Personal Moments: Golf, family, and friendship.
• 44:50 – When to Talk to Gregg: Preparing for valuation and due diligence.
• 47:18 – Fractional CFOs: Why they’re critical for scaling.
• 49:52 – Final Takeaways: Build relationships. Take action.

Guest Details

Guest: Gregg Schonhorn
Title: Senior Advisor, SF&P Advisors

Gregg Schonhorn has more than two decades of Wall Street experience and now helps HVAC, plumbing, electrical, and roofing companies plan and execute successful exits. As a senior advisor at SF&P Advisors—an M&A firm with over $3.7B in closed deals—he’s known for straightforward guidance, deep industry knowledge, and helping contractors make smart, strategic decisions about selling, scaling, or staying independent.

Relevant Links

• SF&P Advisors
• Connect with Gregg Schonhorn on Facebook
• Catalyst for the Trades Podcast
• The Opus & Golds Group
• CI Web Group

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