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How Redwood Services Is Maximizing the Value of Your Service Business

Welcome to the Service MVP Podcast! Hosted by Joe Crisara, America’s Service Sales Coach, this episode features a powerful conversation with Richard Lewis, founder of Redwood Services—a company redefining how residential HVAC and plumbing businesses grow through equity partnership, operational guidance, and strategic collaboration.

If you’re a home services contractor looking to scale, secure your legacy, or simply reduce stress without sacrificing ownership, this post is for you.

For a more in-depth look, watch the video here: https://www.youtube.com/watch?v=vSmUM-IGLqw

Who Is Richard Lewis and What Is Redwood Services?

Richard Lewis, born and raised in Memphis, Tennessee, spent over a decade at ServiceMaster before launching Redwood Services in 2019. His vision was clear: create a values-based, resource-backed investment firm that partners with top-performing HVAC and plumbing companies—not to strip them of identity, but to support and enhance the legacy they’ve built.

Today, Redwood Services supports 15 partner companies across the U.S., generating $350M+ in revenue and employing over 1,700 team members.

To learn more about Richard Lewis, click here: https://redwoodservices.com/team/

A Different Kind of Investor: Why Redwood Services Stands Out

While many equity firms are focused on fast acquisition and brand centralization, Redwood Services takes a radically different approach:

  • No rebranding

  • No stripping of internal operations

  • No corporate micromanaging

Instead, Redwood invests in strong, pure-play residential service companies and helps them grow responsibly, profitably, and sustainably.

“We don’t do your marketing or accounting for you—we coach you through it. We support. We don’t control.” — Richard Lewis

What Redwood Looks for in a Service Business

If you're wondering whether your company might be a fit for Redwood, here’s what they prioritize:

  • Residential Focus: Companies should primarily serve Mrs. Jones, not commercial projects or new construction.

  • Strong Culture & Leadership: It all starts with good people and good stories.

  • Growth Mindset: Willingness to invest in training, systems, and operational upgrades.

  • Operational Discipline: Usage of platforms like ServiceTitan, Intacct, or QuickBooks; presence of HR, financial controls, and best practices.

Lewis emphasized:

“We’d rather invest in an $8M purely residential business than a $25M one with heavy new construction exposure.”

The Power of Saying “No”

Over four years, Redwood has reviewed thousands of companies—but only said “yes” 15 times. This selectiveness ensures they can fully commit to their partners. If your goal is generational wealth, not just a quick exit, Redwood’s model is a game-changer.

Why Pure-Play Residential Adds More Value

If your business serves 50,000+ consumers with a residential service model, you are far more attractive to investors like Redwood. Not only does this provide recurring revenue, but it also builds long-term customer value—something new construction projects cannot match.

“Every consumer is an opportunity. Pure residential businesses command more value because of their scalability and predictability.” — Joe Cera

Oversight Without Overreach: Resources Redwood Provides

One of Redwood’s biggest value propositions is what happens after the deal. According to Lewis, the money is just the beginning.

1. Business Coaching & Operational Support

Redwood employs over 30 experts—sales coaches, marketing advisors, accounting mentors, and business strategists—to help their partners build smarter, faster, and more profitably.

2. Access to Capital for Growth

Need new vehicles, a bigger facility, or a tuck-in acquisition? Redwood offers its balance sheet to fund expansion that would otherwise drain a contractor’s personal finances.

3. Intra-Family Collaboration

With 15 elite businesses in the Redwood family, peer-to-peer learning is constant. Whether it's a company from Fresno flying to Jackson or Tucson sharing a process with D.C., collaboration is real—and powerful.

“This isn’t like a best-practice group of 2,000 companies. This is a tight-knit family where everyone shares to help each other grow.” — Richard Lewis

Creating the Second Bite: How Equity Grows Over Time

Many business owners think selling means walking away. But Redwood’s model is about taking chips off the table now, while growing your remaining stake into generational wealth.

  • You get upfront liquidity.

  • You remain involved in growing the company.

  • You benefit from the second bite of the apple when the business is recapitalized later.

It's Like Shark Tank, But Better

Joe Cera compared Redwood to a real-world version of Shark Tank:

“Redwood is like having Mark Cuban on your team—not just for the money, but for the expertise, strategy, and commitment to your success.”

Redwood becomes an investor with skin in the game, sharing in both risk and reward.

A Legacy-Driven Partnership

If your goal is to build a company you can be proud of—one that lives beyond you, supports your team, and grows sustainably—Redwood may be your ideal partner.

“Redwood Services: Equity to Support and Enhance the Legacy of Your Service Business.”

How to Get Started

If you're curious—even if you're not actively looking to sell—reach out and explore what Redwood can offer.

“You don’t have to do it all alone. Redwood can help carry the load—and accelerate your growth.” — Joe Cera

Final Thoughts

With over a dozen partner companies and a clear, values-driven approach, Redwood Services is helping service businesses thrive without losing their soul. If you're ready to stop sitting at the kitchen table wondering how to scale, and start building real wealth and legacy, Redwood may be the answer you’ve been waiting for.

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