In this episode, we were joined by Aleks Krylov, a serial entrepreneur and owner of Stern Exteriors, a home services business specializing in rainwater management. Aleks has a unique and impressive background, having worked on Wall Street, served as a fractional CFO for various companies, and even taken a company public on NASDAQ. He’s now applying his high-level financial and operational expertise to the traditionally fragmented world of home services.
Aleks’s journey into the home services sector was born from a personal frustration. He recounted a story of trying to find a contractor to fix a leaking gutter on his home in Northern New Jersey. Out of 15 contractors he contacted, only two showed up, and only one gave him a quote—on a torn-out notepad. The experience was an “aha!” moment for him. He realized that a massive opportunity existed if a business could bring a “white-glove service” and a high level of professionalism, bolstered by technology, to a market where the customer experience was often subpar.
Quality Over Price: The Stern Exteriors Philosophy
Aleks made it clear that Stern Exteriors does not compete on price. He observed that the lowest price often correlates with the lowest quality, leading to future problems for the homeowner. Instead, his business focuses on offering peace of mind. This means using premium materials, providing long warranty periods, and promising quick follow-up times. As he put it, the best customer relationship is one where a homeowner hires Stern and then “doesn’t even think about the gutters anymore.”
When asked about his competitors, Aleks drew a distinction between different types of services. For major projects like new gutter installations—which require specialized equipment, materials, and a high level of skill—he doesn’t view do-it-yourself homeowners as a significant competitor. His focus is on competing with other contractors by offering a premium, relationship-focused service.
On the other hand, for a simpler service like gutter cleaning, he does see homeowners and part-time contractors as part of the competitive landscape. However, even here, he differentiates his business by providing a service that is both convenient and professional, reassuring customers that they can rely on his crew to do the job safely and properly.
Building Relationships: The Engine of Growth
Aleks shared some key strategies for how Stern Exteriors generates business in a crowded market. Unlike many contractors who rely on a traditional sales process, Aleks’s team has integrated technology to streamline the customer experience. They provide quotes quickly, often based on Google Earth/Maps, to minimize friction and immediately start the relationship.
Their marketing and business development efforts are also centered on community and trust. They maintain an active online presence with a website and social media, but they also rely heavily on local networking and thought leadership. They offer free inspections to new homeowners in the area, a strategy that helps them build trust with local real estate professionals and positions them as knowledgeable experts. This approach is particularly effective for new homeowners who may be surprised by the responsibilities of homeownership.
Aleks also pointed out that his business has carved out a niche by taking on more challenging and complex jobs—like installing exotic half-round or copper gutters, and restoring legacy Yankee gutters built into century-old homes. By handling projects that most other contractors are unwilling or unable to do, Stern Exteriors naturally attracts a segment of the market that values expertise and quality over a low price.
The Vision: From Gutters to a Full-Service Home Brand
Looking ahead, Aleks has a clear vision for the next three to five years. While he plans to continue growing the core gutter installation business, he also has aspirations for both vertical and geographic expansion.
He’s already started moving into the underground drain space, helping homeowners manage rainwater away from their foundations—a logical extension of his gutter services. Simultaneously, he’s expanding into roof replacements, a move that leverages his team’s new expertise in roofing. His goal is to make these new product lines feed into the core gutter business, creating a comprehensive “rainwater management solution” under the Stern brand.
Geographically, he plans to stay hyper-local in New Jersey for the immediate future. But if his business model proves to be scalable, he’s considering a wider expansion into the broader tri-state area and beyond.
Ultimately, Aleks’s journey from a high-stakes finance world to a hands-on home services business is a testament to the power of a simple, foundational principle: the best engine for growth is a happy, satisfied customer. He knows that no matter the aspiration, the immediate job is to keep every homeowner happy, as that’s the most cost-effective and powerful way to build a brand and generate referrals.
About the Host, Navin Shetty
I’m Navin Shetty, a B2B business leader, entrepreneur, and the host of The PowerTalk Show, where I unpack the strategies that fuel business success. I specialize in crafting data-driven strategies that supercharge lead generation, elevate brand awareness, and drive customer acquisition for both startups and established businesses.
As the founder of Business Talks Weekly, my online publication, I curate actionable insights and trends that empower business leaders and innovators to stay ahead of the curve. It’s more than just content—it’s a community where ideas spark and sustainable growth takes root. If you’re ready to take your B2B growth to the next level or explore innovative investment opportunities, let’s connect and turn your ideas into impactful success stories.
If you’re interested in featuring as a guest on The PowerTalk Show and spreading your product/service or brand across our audience, please reach out to us on press@businesstalksweekly.com.
