How Fetch scaled to $70M ARR with relationship-driven marketing to property managers | Michael Patton

Fetch Package Delivery has revolutionized apartment package management through an innovative off-site warehouse model, serving over 400,000 units and approaching $70 million in ARR. In this episode, we sat down with Michael Patton, Founder & CEO of Fetch, to explore how he built a logistics-heavy business that bridges the gap between traditional property management and modern e-commerce demands. Michael's journey from corporate finance to PropTech pioneer offers unique insights into scaling physical service businesses in markets that weren't traditionally venture-backable.

Topics Discussed:

• Fetch's origin as a solution to apartment building package management problems


• The company's evolution from bootstrapped Dallas startup to national platform


• Building MVP in logistics-heavy businesses versus traditional SaaS


• Early customer acquisition strategies in relationship-driven industries


• Navigating the PropTech market before it became mainstream


• Scaling operations while maintaining service quality during hypergrowth


• Expanding from core package delivery to adjacent services

GTM Lessons For B2B Founders:

• Master relationship-based selling in traditional industries: Michael succeeded in the apartment industry through personal relationship building rather than digital marketing funnels. He spent months visiting properties, forming relationships with regional managers, and even secured his first customer through a handwritten card campaign that resonated with a VP who loved dog rescue. B2B founders entering traditional industries should prioritize face-to-face relationship building and understand that decision-makers often value personal connections over polished presentations.


• Take calculated risks to capture market timing: Fetch grew from $1M to $40M ARR in just 18 months during 2019-2021, despite not being fully operationally ready for that scale. Michael explains: "The thing that we did right was take advantage of really intense market demand when it came, even though we weren't always quite ready for it." Founders should be prepared to scale aggressively when market conditions align, even if it means accumulating technical debt or operational challenges that can be addressed later.


• Physical service businesses require different MVP strategies: Unlike SaaS companies that can iterate with software alone, Fetch's MVP required Michael to personally deliver packages for 18 months while building operational knowledge. This hands-on approach provided invaluable insights: "It was so valuable looking back, to be able to see every side of the business and literally four or five, six hours a day, be the last mile delivery partner." Founders building physical service businesses should expect to be deeply involved in operations during early stages to understand every aspect of their value chain.


• Hire ahead of immediate needs during growth phases: During Fetch's hypergrowth period, Michael deliberately over-hired on skill level, bringing in leaders who were arguably overqualified for immediate needs but would be essential as the company scaled. This strategy of "trusting leaders and bringing in the right people to lead some of the most critical ops" allowed them to maintain quality during rapid expansion. Founders should consider investing in talent that can grow into roles rather than just filling current gaps.


• Build platform infrastructure for adjacent service expansion: Fetch's long-term strategy always focused on establishing the "rails" between warehouses and buildings, then adding services that utilize existing trips and infrastructure. Michael describes: "We've sort of done the dirty work of building up a labor intensive business and we have sort of underlying tech to make that a lot easier now." This approach of building core infrastructure first, then layering additional services, creates significant competitive advantages and higher margins over time.

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

www.GlobalTalent.co

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