Sacrifices: selling the dream home

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In this episode of To The Point, Chris sits down with Alyssa Rogers, Vice President of Rogers Heating & Cooling, to talk about explosive growth in a tiny market, navigating doubters, scaling to multiple locations, and the bold vision of building a $100M home services company out of South Boston, Virginia (population <10k).

Alyssa shares how she and her husband Joey took the business from $600K to $10M, why they turned down a life-changing private equity offer, how they opened their second location, and the real sacrifices behind building a generational company including selling their dream home and living above their office.

If you’ve ever questioned your market size, your potential, or whether big goals are possible for small-town companies… this episode will change your mindset.

🔑 Key Points Covered

• How Rogers Heating & Cooling scaled from $600K → $10M in a rural market
• The vision behind their $100M BHAG and what sparked it
• Why Alyssa and Joey walked away from a multi-million-dollar acquisition deal
• Their plan to expand into new markets across VA & NC
• How they turned a service technician into a branch manager
• Grassroots community strategies that drove growth before digital marketing
• The realities, sacrifices, and mindset of building a legacy business
• What it’s like running a company—and a marriage—as visionary & integrator

⏱️ Timecodes

00:00 – Intro & Chris roasting Chad

00:24 – Meet Alyssa: VP of Rogers Heating & Cooling

01:00 – How their story started and early challenges

03:00 – Grassroots marketing + building community equity

05:12 – Taking over a 1996 family business

06:12 – Revenue at takeover: $600K → scaling years

10:00 – When the vision changed

15:00 – Attending 10X GrowthCon & expanding their thinking

17:00 – The $100M goal revealed

20:00 – Turning down the private equity offer

24:00 – Sacrifices: selling the dream home + living above the office

32:00 – Regional expansion strategy & new markets

38:00 – Leadership development + grooming future branch managers

41:00 – Lessons from launching their 2nd location

45:00 – Community involvement & why consistency matters

50:00 – Alyssa’s mindset: stepping into who she’s becoming

55:00 – Final thoughts & motivation

🔗 Resources Mentioned

Rogers Heating & Cooling

Website: https://www.callrogers.com

Podcast “Hello Hello”: Search on YouTube or your favorite podcast app

📢 Call to Action

If you found value in this episode, hit that LIKE button, drop a comment, and subscribe for more real conversations with the leaders shaping home services.

Share this episode with someone chasing big goals, they need to hear this one.