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On today’s episode of To The Point, we welcome back the legendary Ken Goodrich to talk about the current market outlook and his exciting new venture, the Kenerator brand. We dive deep into the home services landscape, the evolving generator market, and what he thinks contractors should be thinking about as we head into 2026. Listen or watch now!
Are We In for a Soft Market in 2026?
Ken has been through it all. He’s operated through 9/11, the 2008 recession, and COVID. During all those “down” markets, he’s gone full throttle and taken the business that was to be had. When everyone else is backing down, he sees opportunity. And right now, we’re in the midst of just that type of market.
In Ken’s opinion, 2026 is shaping up to be more of the same. From refrigerant changes and more sophisticated competition, it’s been difficult for a lot of owners. Still, you have to go out and get business like always. This isn’t a time to count your pennies and brace yourself for the storm. Instead, Ken says it’s time to focus on your brand. You have to be connecting with your customers on a personal level, and convince them why you’re the right choice.
Attract your customers, make sure your team is executing on every call, and be a top-rated consultant to the homeowner. You might even need to do a bit more guerilla marketing and avoid going head to head with everyone else, but 2026 can be a great year for your business if you play your cards right.
- Market outlook: 2025–2026 and what contractors should prepare for
- The rise of home energy independence and the generator boom
- Introducing the Kenerator and the personal power plant concept
- How AI, energy insecurity, and the aging power grid are reshaping home services
- Building and executing a thousand-day plan for business success
- Systems, processes, and the “1,000 day plan”
- Retail vs. relationship sales in the trades
- Selling the unseen: how to market products customers don’t know they need
- Passion for the business vs. passion for growing a business
- And more!
Introducing: Kenerator
Naturally, Ken hasn’t been sitting on his hands. Over the last few years, he’s been building something big. He’s identified the generator market as being underserved, and has moved forward with a new company, Generator Partners. His brand of generator? The Kenerator.
Just like with Goettl, Ken assembled his team and drew up a 1,000-day plan. In year one, they bought up $14.5M in revenue, and that’s closing in the mid $40M range this year in a “down” market. There’s already private equity attention in the generator market, and a few build-ups on their way. It’s an exciting place to be, and Ken feels he’s in the right place at the right time.
Defining Success and Looking Ahead
With Generator Partners and the Kenerator brand, Ken is looking at more than just a successful exit at the end of the tunnel. He’s building a family office. He’s taking the experience he has with buying, growing, and selling businesses and involving his children. It’s about providing big opportunities for his team to make a great living. It’s meaning for Ken, his family, and his legacy.
As we head into 2026, Ken advises not to back down. Lean into your branding and culture. Go out and find ways to connect with your customers without going toe-to-toe with all the competition. And most importantly…NO. ZERO. DAYS.
