Mervin Wickey

Building a $100M portfolio of service businesses. Co-founder, TruChoice Roofing. ServiceTitan expert. Teaching sales, recruiting & ops systems. Amish. Dad of 3.

[Mervin Wickey @mervwickey]

Building a $100M portfolio of service businesses.
Co-founder of @TruChoiceRoof .

@ServiceTitan expert.

I focus on the sales, recruiting, and operations systems that actually scale trades and home-service companies.

I also volunteer with @neighborlink , connecting neighbors who need practical help around their homes with people willing to serve.

Amish entrepreneur. Dad of 3. Documenting what I’m learning as I build.

If you’re running or scaling a service business, follow along.

[Mervin Wickey @mervwickey]

"Nothing in life is easy or hard. It's either familiar or unfamiliar."

Charlie Rocket

[Mervin Wickey @mervwickey]

Master these skills:

Consistency
Curiosity
Communication
Connection

With great Communication, and your constant Consistency and Curiosity,
you will attract the correct Connections.

Master these things, and you can’t fail.

[Mervin Wickey @mervwickey]

@danellisona Master these skills:

Consistency
Curiosity
Communication
Connection

With great Communication, and your constant Consistency and Curiosity,
you will attract the correct Connections.

Master these things, and you can’t fail.

[Mervin Wickey @mervwickey]

@Codie_Sanchez For a service business I'd add one: a process on paper.
Referrals and reviews come from the job going right every time, not just the jobs you're on.
If it only goes right when you're there, you don't have a business yet.

[Mervin Wickey @mervwickey]

@noahiglerSEO The lead source one is what gets me.
If one person owns every inbound call, logging where it came from is part of the job. Written in the process, not whatever they heard.
You can't double your marketing if you don't know which half is working.

[Mervin Wickey @mervwickey]

@brianbeers This is the part most trade owners skip.
They treat the business account like their personal account, then wonder why there's never cash for the next move.
Pay yourself a modest salary. Keep 3–6 months of expenses in the bank. Reserves give you options.

[Mervin Wickey @mervwickey]

@human_drew This is why I tell owners to write the process down before they hire, even if it's not perfect.
You can fix a process that's on paper. You can't fix a guy winging it.
"Can't find good closers" was never the real problem.

[Mervin Wickey @mervwickey]

@WilsonCompanies I'd add that the order matters.
Someone answering the phone before you turn up marketing.
A written process before you hire reps.
Cash in the bank before you chase scale.
Get the order wrong and scale just makes the leaks bigger.

[Mervin Wickey @mervwickey]

How you perceive reality is negotiable.

[Mervin Wickey @mervwickey]

“Have the courage to play the fool today so you can be the genius tomorrow.”

[Mervin Wickey @mervwickey]

There are only 4 blocks you should spend your time on:

Faith, Health, Family, and Wealth, in that order.

Everything else is a total waste of your time.

[Mervin Wickey @mervwickey]

@DannyMagazu Getting them to the table is half. The other half is a closer who owns that appointment and doesn't leave with a soft maybe. 14 out of 17 means the sales side is doing its job.

[Mervin Wickey @mervwickey]

@HVACSEO That's a speed to lead miss dressed up as a scheduling problem. High value call comes in late, somebody drops what they're doing and gets out there. If your CSR is protecting the calendar instead of the lead, the calendar is running the company.

[Mervin Wickey @mervwickey]

@HVACSEO I'd quit trying to outspend them dollar for dollar. Beat them on the phone and on the appointment. First honest person in the door still wins a lot of those jobs, PE money or not.

[Mervin Wickey @mervwickey]

@elonmusk Defeating the laws of physics!
Setting a new benchmark!
This is the 4-minute mile.

[Mervin Wickey @mervwickey]

@RoshelPere15695 @Codie_Sanchez Majority of the appointments were after hours.

[Mervin Wickey @mervwickey]

The #1 rule on personal growth.

You can never rise above the opinion of yourself.

[Mervin Wickey @mervwickey]

@markfzhuk Why do businesses get stuck at 5 million per year ?

[Mervin Wickey @mervwickey]

@itsmarcosruiz Interesting fact. How are you getting those stats?

[Mervin Wickey @mervwickey]

@RoshelPere15695 @Codie_Sanchez The industry I’m in (Roofing)