In this episode of The Builder’s Ladder, Owen is joined by Coach Shane to spotlight one of TPB’s members, Rudy Marroquin of Atlas Custom Homes. Rudy’s story is a blueprint for transformation: from 80-hour weeks and razor-thin margins to securing $75M projects with 32% profit margins — all while working fewer hours than ever.

You’ll hear how Rudy tackled the five core dominoes of growth — financial visibility, marketing, sales, operations, and strategic expansion — and how his relentless mindset turned ambitious goals into reality.

Discover the modules and tools Rudy used to systemize his business, why mindset is the hidden multiplier for success, and how builders can break free from being the bottleneck to finally owning a business that runs without them.

Key Points

• 00:00:00 Introduction: Why sales become easy when marketing does the heavy lifting
• 00:02:15 Meet Coach Shane: Specializing in contracts, client management, and compliance
• 00:06:30 Spotlight on Rudy Marroquin — from $4.8M in revenue with negative margins to $75M in secured projects
• 00:09:45 The bottleneck problem: Why owners must decentralize command to grow
• 00:13:20 Step 1 — Financial systems: Back-costing, chart of accounts, and the Plan for Profit calculator
• 00:18:00 From -5% to +32% margins in under 2 months
• 00:20:10 Step 2 — Marketing pillars: Clarity, consistency, and creating a lookbook that wins trust
• 00:25:15 Step 3 — Sales process overhaul: Converting with SPACE (safety, performance, appearance, comfort, economy)
• 00:29:40 Hiring a VP of Sales and building systems that remove the owner from selling
• 00:34:00 Step 4 — Operations: Empowering staff, reducing bottlenecks, and installing site systems
• 00:38:15 Step 5 — Strategic growth: Launching Atlas Custom Cabinets and multi-home developments
• 00:42:10 Lifestyle shift: From 80-hour weeks to 5-hour days while achieving more
• 00:45:00 Key lesson: It’s not about doing more — it’s about doing the right things in the right order

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