Case Study: How WestPro Home Exteriors Turned Their Customer Base Into a Referral Machine
The Challenge: Realizing They Were Sitting on a Goldmine
WestPro Home Exteriors in Longmont, Colorado, is a well-run, fast-growing contractor — but they had the same problem most established home-service companies run into. They were spending a ton of money on marketing and paid ads to keep their lead flow strong… all while quietly generating over $1,000,000 each year just from referrals and repeat customers. In other words, they were already sitting on a goldmine but weren’t actively nurturing it. When I talked with their team, they admitted they didn’t have a consistent system for staying in front of past customers. People were already referring them and coming back for additional projects, but there was no structured way to stay top-of-mind. They wanted something they could send to customers that: didn’t feel salesy didn’t get thrown away reflected the quality of their brand and actually meant something to the homeowner After brainstorming different options, they landed on a personalized hardwood cutting board. It checked every box: useful, high-quality, personal, and a great fit for the home-improvement industry. Their only issue? They needed someone who could actually make these boards — consistently, personalized, and at scale — and package them in a way that felt premium. That’s where I came in.
The Solution: A Fully Done-For-You Gift Program
WestPro partnered with us at Spencer & Sons to build out a complete, white-glove gifting program that takes zero time off their plate. Their entire process is literally just this: 1. Once a month, they send us a list of customers. 2. We handle everything else. Every customer receives a high-end gift box that includes: A USA-made hardwood cutting board Their name engraved alongside the WestPro logo A branded mailer box A personalized thank-you card Board conditioner Custom tissue, stamps, and stickers for a great unboxing experience Everything is handmade, engraved, packed, and shipped directly to their customer. And because my shop is built around craftsmanship and small-batch production, these boards truly feel special. We intentionally limit the number of large clients we take so we can keep quality high. Even with all the customization and packaging, the fully finished gift box still comes in under $100 — which is insane value compared to traditional client gifting.
The Investment: Turning Appreciation Into a System
For WestPro, the math made sense immediately. If they’re already bringing in over a million a year from referrals and repeat business, investing around $20,000 to strengthen that revenue stream is a no-brainer. And that’s the real secret to this kind of gifting: It’s not about the instant ROI — it’s about building customer appreciation directly into your business model. When you spread the cost across a roofing or siding project, the numbers are tiny. A $5,000 job that includes a $75 gift box is nothing, and in return, you’re keeping your brand in that customer’s kitchen for years. That’s long-term brand presence you can’t replicate with digital ads.
The Results: Three Months In and Already Making a Difference
In the first 90 days, WestPro sent 145 gift boxes. The reaction was almost immediate: Customers called or emailed specifically to say thank you Many mentioned they’d think of the WestPro crew every time they used the board The company saw more engagement from past customers They now have a consistent, automatic retention system that requires zero work And honestly, that last point might be the biggest win. The whole thing runs quietly in the background, strengthening relationships month after month. One customer summed it up perfectly. They told WestPro that every time they grab that board, they’re reminded of the crew that installed their roof. That’s the kind of long-term brand recall money usually can’t buy.
The Bottom Line: Turn Your Customers Into Your Sales Team
This model isn’t just for roofing. It works for any contractor, realtor, or service business that relies on reputation and word-of-mouth: ✓ Zero effort after setup ✓ High-quality gifts people actually keep ✓ Easy to budget with annual retainers ✓ Helps drive more reviews, referrals, and repeat work ✓ Keeps your brand in the home every single day WestPro proved what most businesses overlook: your past customers are your strongest source of new business — you just need a simple, thoughtful way to stay connected.
