How Systems, Referrals, and Risk Built a $6M Agency: Tim Brown

Jan 27, 2025

If you’ve ever wondered what it takes to grow a home-services marketing agency from a scrappy basement office to a multi-million-dollar powerhouse, you’re in for a treat. Tim Brown, founder and CEO of Hook Agency, is living proof that with relentless hustle, clarity of focus, and a healthy dose of risk-taking, you can build something extraordinary—even in the “notoriously unsexy” realm of roofing and HVAC marketing.

I recently had the pleasure of chatting with Tim, and in our conversation, we covered everything from the early days of freelancing to the nitty-gritty of turning a small local business into a multi-million-dollar industry leader. Below, I’ve broken down the highlights of our conversation and the lessons you can take away—whether you’re a local business owner, a fellow marketer, or simply someone who loves an underdog story.

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From Scrappy Freelancer to Full-On Agency

Tim’s journey started with a simple principle: take massive action.

In the earliest days, Tim was juggling a full-time job at another agency while building up freelance clientele on the side.
He and a friend literally competed over how much recurring revenue they could generate before going solo.
Once Tim’s side gig revenue started outpacing his salary, he took the leap into full-time entrepreneurship.

“Once you have 40 extra hours a week to dedicate to your own business, it’s amazing how quickly you can grow.” – Tim Brown

Tim’s story is a reminder that you don’t have to jump blindfolded into entrepreneurship. If you’re building a service-based business, overlap is your friend: build up clients slowly, prove the model, then commit when the money’s consistent enough.

Narrowing the Focus: Why Niching Matters

In Tim’s early agency days, Hook Agency was everything to everyone—e-commerce, general web design, random SEO gigs, you name it. That broad approach gave Tim great experience, but it also left him feeling scattered.

Early on, 3 of his first 5 clients happened to be contractors, which nudged him toward a specialty in home services.
Over time, Tim realized the power of niching—especially in roofing and HVAC.
In 2021, Hook Agency made the official pivot to focus squarely on these industries, and the results have been spectacular.

Lesson: If you’re looking to scale, get hyper-specific about who you serve. It makes your marketing more targeted, your processes more efficient, and your sales approach crystal-clear.

Building a High-Performance Team and Culture

Hook Agency wasn’t built by Tim alone. Over the years, he’s grown his staff to 30+ people, all sharing a common set of values (and a thirst for performance).

Tim takes Traction (EOS) and E-Myth principles seriously—developing systems, hiring the right people, and gradually offloading responsibilities.
He invests in coaches and outside consultants to level up not just himself but also his team members.
Many of his employees are on performance-based pay, which aligns incentives and rewards those who push the company forward.

“I’d rather pay someone $20k in performance bonuses if it means I make more, too. It’s a win-win.” – Tim Brown

Takeaway: If you can’t find senior people, train the people you already have. Lean into specialized coaches and get your team to mastery faster. And be ready to share in the upside for top performers.

Partnering, Networking, and Referrals: The Secret Sauce

One of the most remarkable feats Hook Agency has pulled off is its 150+ five-star Google reviews and a river of referral business that’s scaled roofing companies from under $1 million to over $15 million in revenue.

Tim’s approach to networking is next-level. He’s got a personal brand presence on LinkedIn and Facebook (with two separate personal accounts for HVAC and roofing).
A team member helps him connect with potential clients, industry vendors, and strategic partners—constantly.
They also highlight referral partners on social media and in their content. By amplifying others, Tim sets himself apart as a trusted hub in the industry.

What this means for you: Even if you’re not as hardcore about personal branding, being a relentless connector pays off. Look for ways to promote your partners, feature them on your website, or include them in your content. The more you shine a light on them, the more likely they’ll do the same for you.

Why Charitable Giving and Community Involvement Pay Off

Tim spoke at length about how contributing to your local community can elevate your brand, improve team morale, and add depth to your company’s story.

Hook Agency donates money (shooting for $30K this year and $100K in the next decade), but more importantly, they get involved.
They highlight clients’ charitable efforts in local areas, shining a light on how roofing or HVAC companies give back.
Tim believes it’s important that local businesses extrovert themselves into their community—sponsoring events, participating in charities, or even just showing up for volunteer opportunities.

Bottom line: Doing good is not just the “right thing”; it’s also a word-of-mouth marketing engine. If you become known as the generous local business, people will remember you.

The Power of Sales Over Marketing (Yes, You Read That Right)

You’d think a marketer like Tim would swear marketing is everything. But guess what? He’s convinced sales is even more vital.

“Sales is more important than marketing. Once you nail sales, your marketing gets way easier because you’re not desperate for leads.” – Tim Brown

As an example, Tim took a quarter off from sales to focus on marketing—and felt it. As soon as he jumped back into direct selling, Hook Agency rebounded quickly.
His philosophy: Be nice, be clear, and actually ask for the sale.
Complexity doesn’t close deals—true expertise, authenticity, and follow-through do.

If you’re looking to grow, yes, brand-building is huge, but don’t neglect the immediate, face-to-face (or Zoom-to-Zoom) aspect of simply closing deals.

Danny’s Takeaways You Can Put into Action Right Now

Systemize Early: If you’re wearing all the hats in your business, write down each role you occupy, then start handing off tasks.
Niche Down: It’s scary, but focusing on a few ideal client types grows revenue and your reputation faster.
Be a Connector: Leverage social media not just to self-promote but to highlight others. Partners and referrals are gold.
Don’t Fear Coaching: Want to learn from someone who sold a roofing marketing agency for $10 million? Pay them for their time.
Give Back: Whether you sponsor a local high school team or donate to a cause, it’s a rewarding way to connect with your community.
Elevate Sales: Whether you like it or not, sales is oxygen. Master it, or find someone in your company who can.

Looking Ahead: Tim’s Vision for 2025

Tim’s main goal this year is to buy a larger office building where he can continue to foster an in-person culture and host industry events. He also has some personal ambitions (getting super fit, meditating on a mountaintop, you name it). But business-wise, he’s locked in on:

Hitting 6M+ in Revenue
Maintaining 10% Profit Margins
Scaling Partnerships even further

Hook Agency is committed to making home services “cool” again, and Tim’s all about shining a spotlight on roofing and HVAC companies that serve their communities. If you’re in that space—and especially if you’re looking for a marketing partner to help you break the million-dollar mark—Tim’s your guy.

Final Thoughts

Tim Brown’s story resonates with me because it’s the classic entrepreneurial tale done the right way—combining passion, service to clients, and a knack for risk-taking (without losing sight of what truly matters). If you’re a home service business ready to blast past stagnation, put some of Tim’s wisdom to work.

Oh, and if you’re a roofing business or HVAC company looking for that next-level digital marketing partner, Hook Agency has my stamp of approval. Trust me, Tim and his team have proven results that are hard to beat.