New business is simply customers that have NOT called him YET.
1. There would be new homes/businesses that have been built and have not needed anybody to do service/installs YET.
2. There are customers that have been using his competitors and may be willing to call someone different.
What else is there for NEW customers???
You could follow his competitors trucks arround for a day or two, then contact THOSE customers to see if they are willing to switch.
You could contact the "welcome wagon" service who will do what you are trying to do for MOVE IN's.
Those who dance, appear insane to those who do not hear the music.
Those who believe, appear ignorant to those who do not know God.