Joe Rocco, 29
Remodeling Consultant, FRED Home Improvement, Case Design Remodeling, DMV region
Rocco began his career with Case 10 years ago as a carpenter, and three years in moved to FRED, a division that focuses on smaller projects. He received the Top Gun Sales Award in 2022 and 2023, and has consistently sold over $2 million for the last three years. He also acts as a project manager for every job he sells.
Managing Expectations: Rocco says that the biggest challenge recently has been managing client expectations in an extremely competitive market. “With so many remodeling options, homeowners are getting pickier, expecting high-quality work on tighter budgets and quicker timelines,” he says. This is especially tough with custom projects where details matter, but the scope and budget aren’t always realistic. “To tackle this, we’ve been focusing on improving the consultation and design stages,” Rocco says. “We’re spending more time upfront, helping clients understand what’s doable within their budget and timeline.”
Rocco notes that clients don’t always understand the details on black and white drawings or elevations, so he’s finding renderings much more helpful. “Seeing a photo realistic color rendering can be so useful,” he says. “I once had a client cry over her excitement about a kitchen remodel.”
For Fun: Rocco and his wife enjoy working on their fixer upper.
Book Recommendation: Extreme Ownership