How the Eso Brothers Built a North Carolina Excavation Powerhouse - Rosebrook Land & Home + Morganton Pond & Hardscapes

The excavation industry isn’t just about dirt, machines, and manpower—it’s about strategy, consistency, and the courage to build something that lasts. Every successful excavation business starts with one decision: to dig deeper, not just in the ground but into their goals, systems, and mindset.

That’s exactly what the Excavation Profits Podcast is all about. Hosted by Scott Andreasen, the show dives into the real stories of excavation and septic business owners who’ve done the hard work and come out stronger. In a recent episode, Scott sat down with Jack and Zach Eso, founders of Rose Brook Land & Home and Morganton Pond and Hardscapes, whose excavation and septic business recently signed over $4 million in contracts in a single month.

Their story is one of grit, humility, and smart marketing—a perfect roadmap for any excavation entrepreneur looking to scale faster with less frustration.

Starting from Scratch: The Leap of Faith That Started It All

The Eso brothers (Jack, Zach and Mike) didn’t inherit a family business. They built one from the ground up.

After leaving New York—where one brother worked in heavy civil construction—they took a leap of faith and decided to start fresh in North Carolina. There was no established brand, no large client list, and no big financial backing. Just a vision and a willingness to outwork everyone around them.

Their first big move? Jack buying a skid steer.

From there, Jack hit the pavement—literally—knocking on doors, handing out cards, and introducing themselves to anyone who would listen. They used Angie’s List and local directories to get in front of homeowners who needed driveways, grading, and small septic work.

It wasn’t glamorous. But it worked.

The brothers’ story shows a truth many overlook: in the beginning, your biggest advantage isn’t a perfect website or a million-dollar ad campaign—it’s hustle and human connection. They understood that if they could get in front of enough people and make a good impression, the rest would follow.

The Power of Networking and Real Relationships

One of the biggest takeaways from the Eso brothers’ success story is the power of networking.

Too many contractors rely on word of mouth alone and wonder why their business plateaus. The Esos made networking a discipline. They joined local business groups, connected with builders and realtors, and intentionally built relationships with general contractors who could send them work.

They also learned the value of stepping outside their comfort zone—showing up at events where their ideal clients gathered and making introductions that would later turn into six-figure projects.

Networking, in their view, isn’t just about “getting your name out there.” It’s about listening, learning, and adding value. Whether that means helping another contractor with a quote or showing up to support a community project, the Eso brothers treat every interaction like a long-term investment.

“You can’t just sit back and hope someone finds you,” they shared. “You’ve got to shake hands, make calls, and get involved.”

That mindset built trust—and trust is the true currency of the excavation business.

Marketing Like It’s 2025: How They Used Digital Tools to Scale

Beyond traditional networking, the Eso brothers recognized something most small contractors still ignore: the power of digital marketing.

While many excavation companies rely solely on referrals or yard signs, the Esos used social media as a showcase for their craftsmanship. They consistently posted before-and-after photos, pond projects, septic installs, and behind-the-scenes videos of their crews in action.

These posts weren’t flashy—they were real. And that authenticity built a loyal following.

They also understood that marketing is a marathon, not a sprint. By pairing social media visibility with an optimized website and Google presence, they positioned themselves as the go-to contractor in their market.

In fact, their online exposure led to opportunities that snowballed into millions in booked work.

If there’s one lesson contractors can take away from their story, it’s this: the days of waiting for the phone to ring are over. Visibility wins. Whether through consistent Facebook posts, YouTube videos, or Google reviews, showing your work online builds the credibility buyers need before they ever pick up the phone.

Facing Challenges Head-On: The Business Side of Excavation

Running a successful excavation business isn’t all sunshine and big paydays. The Eso brothers were transparent about the tough parts too—especially when it comes to managing money and people.

They talked about how early on, they made the mistake of not keeping a close enough eye on financial metrics. Like many small contractors, they were focused on getting jobs done and didn’t always track profitability by job type, equipment cost, or cash flow timing.

That changed fast.

Today, they run their business like a true company—with budgets, key performance indicators, and accountability. They emphasized that every business owner should know their numbers cold: what it costs to run the business daily, what margin each service brings in, and how much cash buffer they need each month.

They also touched on one of the hardest lessons of leadership: having uncomfortable conversations. Whether it’s letting go of an underperforming employee, addressing a late payment, or resetting expectations with a subcontractor—those moments define a company’s long-term health.

“Leadership isn’t just about giving orders,” they said. “It’s about making hard calls and taking responsibility for what happens next.”

Building a Winning Team: Character Over Credentials

Ask any successful contractor what their biggest struggle is, and most will say: finding good help.

The Eso brothers have cracked part of that code by focusing less on résumés and more on character. They believe that while skills can be taught, attitude can’t. They look for people who are dependable, willing to learn, and take pride in their work—even if they’ve never operated a dozer before.

That mindset has allowed them to build a strong, loyal crew that reflects their company’s values.

They also make a point of treating their employees like partners. They celebrate wins together, involve them in planning, and make sure everyone understands the “why” behind each project.

This approach not only improves morale but also retention—a critical advantage in an industry where turnover can cripple productivity.

For new business owners, this is a reminder that culture eats strategy for breakfast. You can have the best systems in the world, but if your people don’t care, it won’t matter.

Diversifying with Purpose: New Ventures and Products

As Rose Brook Land & Home grew, the Eso brothers didn’t settle. They looked for ways to diversify strategically—ways that aligned with their brand and skills.

They launched Morganton Pond and Hardscapes, offering everything from large-scale pond construction to outdoor living spaces. This expansion allowed them to serve a wider range of clients while keeping operations efficient and profitable.

But what really stands out is their creativity in product development.

They partnered with local Amish furniture makers to sell premium outdoor furniture with 20-year guarantees, adding a retail element to their brand. This not only created a new income stream but also strengthened their ties to the community and local artisans.

They even developed pre-cut fire pit kits—beautifully designed, easy-to-install products that give homeowners a custom look without custom pricing. These innovations demonstrate how thinking outside the box can open entirely new markets.

For excavation business owners, it’s a reminder that growth doesn’t always mean more equipment—it can mean smarter offers. Look for ways to solve more problems for your customers, and the revenue will follow.

Lessons Learned: What Success Really Looks Like

So what can excavation contractors learn from the Eso brothers’ journey?

1. Start before you’re ready. You’ll never have all the answers. Buy the equipment, start knocking on doors, and figure the rest out along the way.
   
   

2. Network with intention. The relationships you build today become the referrals and partnerships of tomorrow.
   
   

3. Market like a pro. Treat your digital presence as seriously as your equipment. Visibility equals opportunity.
   
   

4. Know your numbers. The best operators in the field are often the worst bookkeepers. Fix that, and your profits will follow.
   
   

5. Hire for heart, not just hands. Skills can be trained; work ethic can’t.
   
   

6. Stay curious. Learn new techniques, tools, and technologies. The industry evolves fast.
   
   

7. Diversify smartly. Look for side ventures or complementary products that fit your brand.
   
   

The Eso brothers’ journey is proof that in the excavation industry, success isn’t reserved for the lucky—it’s built through persistence, learning, and smart marketing.

A New Era of Opportunity for Excavation Contractors

What makes this story even more inspiring is that it’s happening now—in an era where digital tools, automation, and AI-driven marketing are leveling the playing field for small contractors.

Today, with the right strategy, a local excavation business can reach thousands of homeowners through Facebook, YouTube, and Google, showcase their work professionally, and generate consistent high-value leads year-round. That’s the very mission behind Excavation Marketing Pros—to help contractors build predictable growth systems without relying on luck or referrals alone.

The Eso brothers’ story is living proof that when hard work meets smart marketing, the results can be transformational.

Conclusion: Your Next Chapter Starts Here

The Excavation Profits Podcast continues to highlight stories like this—real contractors, real challenges, and real wins. The Eso brothers’ success isn’t just a case study; it’s a playbook for anyone ready to take their excavation or septic business to the next level.

From starting with a skid steer to closing $4 million in contracts in a month, their journey embodies what’s possible when passion, systems, and marketing align.

If you’re an excavation or septic business owner ready to grow, take a page from their book:

• Build relationships like your business depends on it (because it does).
  
  

• Leverage digital marketing to amplify your visibility.
  
  

• Keep learning, keep adapting, and never lose sight of your “why.”
  
  

To hear the full conversation with the Eso brothers and tour their stunning new showroom, watch the episode on YouTube or listen to the Excavation Profits Podcast wherever you get your podcasts.

About the Author:
Scott Andreasen is the founder of Excavation Marketing Pros and host of the Excavation Profits Podcast. He helps excavation and septic contractors dominate their local markets through proven digital marketing systems that generate qualified leads and long-term growth.