Zach’s Take: Most people spend their whole lives climbing a corporate ladder only to realize it’s leaning against the wrong building. Dan Tresslar spent 14 years at Xerox and American Express—the "suit and tie" world—before he realized that true freedom isn't found in a cubicle; it’s found on a roof in Holland, Michigan. Dan didn’t just start a roofing company; he’s engineering a $20 Million machine. If you think "the trades" are just for guys who couldn't make it in tech, put your ego aside. We’re about to show you how Dan is reverse-engineering a massive goal using the same "GPS" logic we live by.

The "Politeness Code" vs. The High-Pressure Pitch

Dan’s father ran an auto shop in Indiana, and he taught Dan a lesson most "modern" entrepreneurs have forgotten: Trust is the only currency that matters. In the corporate world, Dan was a shark. But in the roofing world? He leads with a "Politeness Code." He’s not there to "close" you; he’s there to solve a problem. He’s the guy who shows up on "New Roof Day" not to sit in a truck, but to pick up nails and protect your wife’s flower beds. It’s the "Green Pen" activity that actually builds a brand—showing the customer that you give a damn about their property more than your profit margin.

📺 Watch the Coastline Session

We’re breaking down the "Magic Wand" goal and the exact math Dan is using to scale Coastline Roofing to the moon. Watch the full episode here:

Part 1:

Part 2:

The $20 Million Math: No More Guessing

We talk about the GPS (Goal, Priorities, Strategy) all the time. Dan is living it. He didn’t just say, "I want to be big." He waved a "magic wand" and set a target: $20 Million in annual revenue.

But a goal without math is just a wish. We sat down and reverse-engineered the "Roofing GPS" for him. To hit that $20M mark, here is the terrain Dan has to navigate:

• The Goal: $20,000,000 Revenue.

• The Volume: ~1,333 roofs per year.

• The Weekly Grind: 53 leads, 42 estimates, and 26 roofs installed every single week.

When you see the numbers laid out like that, "busy work" dies. You don't have time to organize your desk when you need to find 53 leads by Friday.

Stop Playing "Small Ball" with Your Marketing ✍️

If you’re still waiting for the phone to ring, you’re a hostage to luck. Dan is using a "Digital GPS" to hunt:

1. Lead Scout: He’s dropping pins on houses with old roofs while he drives, syncing them to Google Maps, and attacking the neighborhood with intention.

2. The "Striker" Strategy: Coastline is already a "striker" in Holland, MI—meaning he’s close to the top—but he needs to dominate the "Local Pack" (Google Maps) to own the city.

3. LSA (Local Service Ads): This is the "Traffic You Pay For" strategy. It’s not about clicks; it’s about calls. If you aren't using LSAs, you’re basically trying to navigate the Atlantic with a paper map from 1994.

It’s Personal: Building a Legacy for the Kids

Dan didn't leave American Express because he hated money. He left because he wanted his kids to see him build something tangible. He wanted to go from selling "financial air" to building roofs that protect families for 30 years.

Just like we say: If your business isn't serving your life, your priorities are backwards. Dan is building a $20M engine so he can have the freedom to be a father, a leader in Holland, and a guy who treats his crew like partners, not line items.

Don't Just Work Hard. Work Right.

Clarity is power. Dan has the vision, now he has the GPS. Are you still driving in circles in your "corporate Jeep," or are you ready to get some dirt under your fingernails and build an empire?

Watch the videos above to see exactly how we’re helping Dan bridge the gap from "New Business" to "Market Leader."

Let’s get to work.