Stop Buying Leads: Build Your Own Lead Generation Machine with Peter Roth

What if the secret to scaling your business isn't spending more on ads, but building your own lead generation machine? In this episode of *What Are You Made Of?*, Mike "C-Roc" sits down with **Peter Roth, CEO of Scalify**, to explore how home service businesses can take control of their lead generation through outbound call centers instead of relying on expensive third-party leads. Peter shares his unconventional entrepreneurial journey, from launching a cigar kiosk with just $5,000 to building businesses in HVAC and solar, eventually discovering the power of cold calling. He opens up about the costly lessons he learned along the way, including losing nearly $250,000 while figuring out how to build a successful call center operation. Together, Mike and Peter discuss the importance of knowing when to pivot, building systems that allow businesses to scale, and why being busy doesn't always mean being productive. Peter also breaks down why traditional advertising often overlooks a massive pool of potential customers and how strategic outbound calling can turn those untapped opportunities into qualified appointments. Whether you're a home service business owner, entrepreneur, or sales professional looking to generate more leads and build a scalable business, this conversation offers valuable insights into persistence, smarter marketing, and creating opportunities instead of waiting for them. Website- www.scalifyco.com Social Media Links/Handles: https://www.facebook.com/officialpeterroth https://www.instagram.com/officialpeterroth/reels/