How Would You Add Another $1 Million to Your Outdoor Lighting Business?

What would you do if your goal were to add another $1 million in revenue to your outdoor lighting business?

It's a question Ryan Lee has been hearing from business owners who want to scale their companies and reach the next level.

When Ryan started his own outdoor lighting business, he had no experience designing, installing, or selling lighting. His background was in window cleaning, and his early marketing efforts included everything from flyers and door knocking to direct mail and Valpak advertising.

He didn't know who his ideal customer was, so he treated almost anyone willing to pay as a potential client.

Over time, he learned from his mistakes, identified what worked, and discovered how to generate business more effectively.

For lighting contractors who want to grow, the lesson is simple: you don't need to try every marketing tactic. You need to invest in the right strategies, follow up consistently, and build a business that can scale.

Here are four strategies Ryan would prioritize to add another seven figures to an outdoor lighting business.

1. Maximize Google Pay-Per-Click Advertising

Google pay-per-click (PPC) advertising is one of the first strategies Ryan would prioritize because it targets people who are already searching for services like yours.

When someone searches for terms such as "outdoor lighting installer near me," they may already be looking for a contractor to hire. That makes search advertising a valuable opportunity to connect with high-intent prospects.

During his time operating a lighting business, Ryan's company generated approximately $450,000 per year from Google PPC with a $2,000 monthly advertising budget.

Based on that experience, he would consider starting with an advertising investment of around $3,000 per month when pursuing significant growth.

However, spending more money does not automatically produce better results.

If you have tried Google Ads and they did not work, do not immediately conclude that the platform is ineffective. Review your campaign strategy and identify where the problem occurred.

Consider evaluating:

• Keyword selection and search intent.

• Geographic targeting and service areas.

• Ad copy and messaging.

• Landing page quality and conversion rates.

• Lead quality and cost per qualified lead.

• Revenue generated relative to advertising costs.

The goal is not simply to generate clicks. It is to generate profitable projects.

Key takeaway: Invest in Google PPC strategically, measure the results, and improve the campaign before increasing your budget.

2. Make Direct Mail a Consistent Marketing Strategy

Direct mail can be more effective when it targets the right homeowners consistently instead of reaching a massive audience only once.

Ryan recommends identifying approximately 10,000 homes that match your ideal customer profile and marketing to those households repeatedly.

Rather than sending one postcard to 100,000 random homes, consider sending postcards to the same targeted 10,000 homes every month.

Why?

Because repeated exposure can help homeowners recognize your company, become familiar with your work, and remember your business when they are ready to invest in outdoor lighting.

Your first postcard might not generate a single lead. That does not necessarily mean the campaign has failed.

Some homeowners may need to see your message several times before taking action.

This is why consistency matters.

Once your business can financially support the strategy, Ryan suggests considering a direct mail budget of approximately $5,000 per month.

Before committing to that amount, evaluate your margins, target market, mailing costs, response rates, and expected return.

How to Improve Your Direct Mail Campaign

• Target neighborhoods with homeowners who fit your ideal customer profile.

• Use high-quality images that demonstrate the transformation created by professional lighting.

• Communicate a clear value proposition.

• Include a straightforward way to contact your company.

• Track calls, inquiries, consultations, and sales generated by each campaign.

• Maintain a consistent schedule long enough to evaluate its performance.

Key takeaway: Targeted, repeated marketing can build recognition and trust more effectively than sending a single message to a broad, untargeted audience.

3. Combine Social Media Advertising With Strong Follow-Up

Google and social media serve different purposes in the customer journey.

People searching on Google may already want outdoor lighting. On Facebook and Instagram, however, homeowners may not be actively looking for a lighting contractor.

An impressive before-and-after transformation can introduce them to the possibility of upgrading their properties.

A well-executed landscape lighting project can inspire homeowners to imagine how their own homes might look with professionally designed lighting.

Ryan recommends investing a couple of thousand dollars per month in social media marketing as part of a broader lead-generation strategy.

But generating leads is only the beginning.

The Follow-Up Problem That Costs Businesses Sales

One common mistake is contacting a lead once, receiving no response, and immediately deciding that social media advertising does not work.

Potential customers may be busy, distracted, or simply not ready to make a purchasing decision.

Without a structured follow-up process, your business may lose opportunities that your marketing budget already paid to generate.

Instead, develop a system that includes:

• Email follow-up sequences.

• Consistent lead contact procedures.

• A process for tracking inquiries and sales conversations.

• Retargeting campaigns for eligible website visitors.

• Clear next steps for prospects who are not ready to buy immediately.

Retargeting can help keep your business visible to people who have previously interacted with your website or advertising, subject to the relevant platform's requirements and privacy rules.

The objective is to remain visible and helpful until a prospect is ready to move forward.

Key takeaway: Lead generation and lead conversion must work together. Marketing brings prospects into your pipeline, but follow-up helps turn those prospects into paying customers.

4. Knock on Doors and Build Referral Partnerships

Not every effective marketing strategy requires a large advertising budget.

Ryan recommends a simple tactic for every completed lighting installation: knock on the 20 closest doors.

Consider the advantages.

Your crew is already working in the neighborhood. Nearby homeowners can see the installation, and your business has an immediate example of its work in the area.

This creates a natural opportunity to introduce your company to potential customers.

Approach neighbors professionally, respect their privacy, and follow applicable local rules. The goal is to start conversations, not pressure people into buying.

Build Relationships With Businesses That Serve Your Ideal Customers

Door knocking is only one part of the strategy. Ryan also recommends developing relationships with referral partners, including:

• Pool builders.

• Home builders.

• Landscape architects.

• Landscapers.

• Realtors.

• Other professionals who work with homeowners investing in their properties.

These professionals may already have relationships with the exact customers you want to reach.

Instead of relying entirely on advertising, build mutually beneficial relationships that create opportunities for referrals.

Start by introducing your business, demonstrating the quality of your work, and learning how your services might complement theirs.

Then maintain those relationships through consistent communication and reliable service.

Key takeaway: Every completed project can create opportunities beyond the original customer, especially when you actively build local visibility and referral relationships.

Invest Like the Business You Want to Build

At this point, you might be thinking that these marketing strategies require a significant investment.

That's true.

A company generating $600,000 in annual revenue may not need to implement every strategy immediately. Its marketing budget should reflect its financial position, operational capacity, and growth goals.

However, if you want to build a $2 million, $3 million, or $5 million business, you need to think carefully about the investments required to reach that level.

Marketing should not be treated as spending without a purpose. It should be evaluated as an investment expected to generate a measurable return.

Before increasing your budget, make sure you understand your numbers.

Track your cost per lead, lead-to-sale conversion rate, average project value, gross profit margin, and customer acquisition cost. These metrics help you determine which strategies deserve more investment and which need improvement.

Growth becomes more sustainable when decisions are based on measurable performance rather than assumptions.

Getting the Customer Is Only Half the Game

Acquiring a new customer is important, but the relationship should not end when the installation is complete.

Imagine spending money on marketing to secure a $10,000 outdoor lighting project.

After completing the installation, you could collect the payment and immediately focus on finding another customer.

Or you could continue building the relationship.

That might include offering maintenance plans, asking for referrals, identifying opportunities for additional lighting, and staying in touch with the homeowner over the years.

A customer who initially spends $10,000 could eventually spend $20,000, $30,000, or more through additional projects and services.

This is the principle of customer lifetime value (CLV): the total value a customer generates over the course of the relationship.

Increasing customer lifetime value can help your business generate more revenue from customers you have already acquired, rather than relying exclusively on a constant stream of new leads.

Ways to Increase Customer Lifetime Value

Offer maintenance services. Keep lighting systems performing well and give customers a reason to maintain an ongoing relationship with your company.

Ask for referrals. Satisfied customers may be willing to recommend your services to friends, family, and neighbors.

Identify expansion opportunities. A homeowner who initially lights the front yard may later want to illuminate trees, gardens, patios, or pool areas.

Stay in touch. Regular, helpful communication keeps your business familiar to customers when new needs arise.

Deliver a consistent customer experience. Reliable service and professional workmanship help strengthen trust and encourage repeat business.

The objective is to build a business where existing customers continue to create value long after the initial project is completed.

Schedule One Day to Work on Your Business

One of Ryan's most important recommendations is to schedule a dedicated day to operate as a business owner rather than spending every day working as an installer, salesperson, or problem-solver.

Use that time to evaluate the parts of your business that directly influence growth.

Review your marketing campaigns. Examine your follow-up systems. Assess your referral partnerships. Reconnect with existing customers. Identify opportunities to improve profitability and operational efficiency.

Ask yourself three questions:

• Where am I leaving money on the table?

• What investments do I need to make to reach the next level?

• What am I doing today to build the business I want tomorrow?

These questions can help you identify the gap between your current operations and your long-term goals.

You do not need to implement every strategy at once. Choose the highest-impact opportunity, establish a measurable objective, and build a process for executing it consistently.

The important thing is to move from reacting to daily problems toward deliberately building the company you want to own.

Final Thoughts: Take Action to Reach the Next Million

Adding another $1 million in revenue to your outdoor lighting business will not happen simply because you spend more on advertising or try a new marketing tactic.

It requires a coordinated approach to customer acquisition, lead follow-up, referral generation, customer retention, and business management.

Start by strengthening the marketing channels that attract qualified prospects. Develop a reliable follow-up process so leads do not disappear. Build relationships with professionals who can refer customers. Then maximize the value of every customer through ongoing service, referrals, and additional projects.

Most importantly, measure the results and adjust your strategy based on what the numbers tell you.

What got you here may not get you to the next level.

If your goal is to build a larger, more profitable outdoor lighting company, you must be intentional about where you invest your time, money, and resources.

The opportunity is there. The next step is to create the systems that help you capture it.

Set aside time to work on your business, identify where growth is possible, make the necessary investments, and take action.

Keep Moving Forward!

— Ryan Lee

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