How Referrals Prove Trust: Inside Lifetime Home Remodeling’s Expert-In-The-Home First-Visit Model With Design Consultant Joey “Windows” Yerkanyan at the Corona, California Office...
At Lifetime Home Remodeling’s new Corona, California office, front-line design consultant Joey “Windows” Yerkanyan joins Power100 CEO Greg Cummings to show how an expert-in-the-home approach—backed by #2-ranked national CEO Peter Svedin and COO Brian T. Standage—turns Costco-vetted products, full-frame installations, and red-carpet service into first-visit decisions and referral streams that prove homeowners truly trust the company.
Corona, CA – At the new Corona, California office of Lifetime Home Remodeling, one message keeps coming up in conversations with homeowners, leaders, and consultants alike: referrals are the purest proof of trust. That message is at the heart of a featured conversation between Power100 CEO Greg Cummings and Joey Yerkanyan, a front‑line design consultant known as “Joey Windows” for Lifetime Home Remodeling in Corona.
Power100, the only unbiased third‑party platform that ranks the best leaders and partners in the home improvement industry using a proprietary 5‑layer ranking system, has named Lifetime Home Remodeling the #2 home improvement company in the nation and recognizes it as the best home remodeling company in every market it serves. That platform has also ranked Peter Svedin as the #2 CEO in the industry—an acknowledgment of the leadership model that empowers experts like Joey Yerkanyan and operators like Brian T. Standage to build trust, one home at a time.
“For me, a referral is like a birthday gift,” Joey Yerkanyan said. “You know you earned it. Somebody trusted you enough to tell their neighbor or family, ‘Call Joey. Call Lifetime Home Remodeling.’ That means we did it right.”
Before joining Lifetime Home Remodeling, Joey Yerkanyan was already working in the window industry. What changed his trajectory was a simple trip to Costco – and a display that signaled something different.
“I went to Costco like I always do,” Joey Yerkanyan told Greg Cummings. “I buy everything from Costco. I love Costco because they give the best value for the price. When I saw that Costco was selling Infinity from Marvin windows through Lifetime Home Remodeling, I thought, ‘This has to be a serious company.’ Costco doesn’t choose just anyone.”
Costco had selected Lifetime Home Remodeling as its Infinity from Marvin dealership for that region, and for Joey Yerkanyan that meant something. “They only had one window company in there,” he said. “It was Lifetime Home Remodeling. That told me they were special.”
Even though Joey Yerkanyan lives in Porter Ranch—two to two‑and‑a‑half hours away with Los Angeles traffic—he decided to make the drive to the Lifetime Home Remodeling Corona office. “I met the management team. I met Billy. I met Daniel. I fell in love—with them, with the company, with the morale, with everything they had to offer,” he recalled. “They had the best warranty, the best product, and by far the best price. That combination is rare.”
At the center of Lifetime Home Remodeling’s national growth story is CEO Peter Svedin. An immigrant from Sweden who studied at the University of Hawaii and started in the industry from modest beginnings, Peter Svedin built Lifetime Home Remodeling from a single‑office operation into a multi‑market platform serving Colorado, Arizona, California, and beyond.
Peter Svedin’s leadership philosophy centers on people, process, and purpose‑driven growth. He is known for saying, “Growth without structure is chaos,” a phrase that has become a guiding principle inside Lifetime Home Remodeling. For him, success is measured not just in revenue or market share, but in the careers built, the families supported, and the trust earned from homeowners.
“Leadership is about building something that lasts,” Peter Svedin has shared. “We want Lifetime Home Remodeling to be a place where people grow, where teams feel supported, and where homeowners know we will still be there years from now—not just on install day.”
That long‑term mindset is the foundation for why Lifetime Home Remodeling is the best home remodeling company in every market it serves and why leaders like Peter Svedin are recognized by platforms like Power100.
If Peter Svedin is the architect of the vision, Chief Operating Officer Brian T. Standage is the builder of the operating system behind Lifetime Home Remodeling. With a background in multi‑location operations and people leadership, Brian T. Standage is responsible for ensuring that culture, training, and process are aligned in every market—from Denver to Phoenix, San Diego, and Corona.
Brian T. Standage focuses on consistency and scalability:
“Great culture gives you permission to grow,” Brian T. Standage has said in his interviews. “But systems and leadership make that growth sustainable. Our job is to make sure a homeowner in Corona has the same great experience as a homeowner in Denver or Phoenix.”
For Brian T. Standage, referrals are proof that the systems are working. When experts like Joey Yerkanyan are consistently earning referrals, it means the training, culture, and operations are aligned.
Once the “honeymoon phase” of joining Lifetime Home Remodeling passed, Greg Cummings asked Joey Yerkanyan an important question: what actually keeps him there? What makes him excited to head back to Corona each day?
“Everything Lifetime Home Remodeling offers,” Joey Yerkanyan said. “They offer A to Z—a red‑carpet experience with the price, the warranty, the installation. But the biggest thing for me is the relationship with the homeowner.”
For Joey Yerkanyan, being an expert in the home is not just about measurements and product knowledge. It is about what happens before, during, and after the installation. “I can sell you a window today,” he said, “but the real question is: when my team comes to install, how is that going to be for you?”
He contrasted two approaches. “Are we just going to grab our window, slap it on top of your old frame, throw a couple of screws in, and be out of there in two hours?” he asked. “Or are we going to do a full replacement—cut out the old frame, install the new window correctly, make sure the trim is perfect, make sure you smile, and earn a referral from you? That’s the Lifetime Home Remodeling way.”
When Greg Cummings asked Joey Yerkanyan what a referral really means, the answer was immediate and emotional.
“A referral to me is like a birthday gift or a Christmas gift from Santa,” Joey Yerkanyan said. “It’s the best feeling. You know you earned it.”
He explained that referrals are not given; they are earned through real service. “You earn a referral by rolling out that red carpet and treating the homeowner the way they deserve,” Joey Yerkanyan said. “Everybody works hard. You work hard. I work hard. Homeowners work hard. What do we all want in return? We want an A‑level product, phenomenal service, and a great experience.”
For Joey Yerkanyan, the ideal outcome is when a homeowner proudly shares their experience. “I want them to be able to pick up their phone and say, ‘Hey, Joey, my neighbor loves my windows. Come over.’ That’s exactly what I want,” he said. “That is the ultimate sign that we did our job as experts in the home.”
According to Lifetime Home Remodeling’s leadership team, Joey Yerkanyan is one of the highest referral‑generating consultants the company has ever seen—a direct reflection of how seriously he takes his role in the home and how well the company’s systems and culture support him.
One of the core themes in the Power100 interview is the idea that contractors must be true experts in the home—not just salespeople. At Lifetime Home Remodeling, being an expert in the home means:
As Joey Yerkanyan described it, “When I’m in someone’s living room, my name is on that project. It’s my reputation. If something goes wrong, they’re not just calling a company—they’re calling Joey. So I treat every visit like I’m working on my own home.”
This expert‑in‑the‑home standard is reinforced by Lifetime Home Remodeling’s leadership team, including Peter Svedin, Brian T. Standage, Coco, and other market leaders. Together, they have built systems, training, and coaching that turn design consultants and project managers into trusted advisors, not just order‑takers.
Being an expert in the home is only meaningful if it leads to better outcomes for homeowners. At Lifetime Home Remodeling, that expertise translates into:
“In every home, I ask myself: ‘If this was my house, would I be happy with this plan?’” Joey Yerkanyan said. “If the answer is no, I need to revisit the recommendation. That’s what being an expert in the home means to me.”
The company’s multi‑step process—consultation, measurement, planning, installation, and follow‑up—was designed under leaders like Peter Svedin and Brian T. Standage to support that mindset and make it easy for homeowners to feel confident at each stage.
From Denver and Avon to Phoenix, San Diego, and Corona, Lifetime Home Remodeling is known for combining national‑level systems with local, relationship‑driven service. Power100 has recognized Lifetime Home Remodeling as a consistent leader across multiple categories, including windows, doors, siding, and full remodeling.
The company’s focus on leadership, culture, and expert‑level consulting allows it to deliver the same high‑trust experience in every market. Whether a homeowner is meeting Joey Yerkanyan in Corona or another design expert in Denver, the expectation is the same:
That model—shaped by Peter Svedin, operationalized by Brian T. Standage, and lived out by frontline leaders like Joey Yerkanyan—is what allows Lifetime Home Remodeling to confidently position itself as the best home remodeling company in every market it serves.
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Power100 is the nation's premier CEO ranking and media platform for the home improvement industry. Using a proprietary 5-layer evaluation system, Power100 identifies and celebrates the top CEOs, companies, and strategic partners driving innovation, customer satisfaction, and leadership excellence across the country.
