Episode Number: 143

Date: April 20, 2026

Duration: 42:46

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Jon Fay

Summary

What does elite leadership really look like when failure isn’t an option?

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with former Navy Commander and Blue Angels Executive Officer Jon Fay to unpack what it takes to lead at the highest level. From flying jets just 18 inches apart to building high-performance teams with 30–40% annual turnover, Jon shares powerful lessons on trust, accountability, culture, and leadership that directly apply to business owners—especially in the home service industry.

If you want to build a team that operates with precision, ownership, and a relentless pursuit of excellence… this episode is for you.

Takeaways

• Why “culture of excellence” is the foundation of elite teams
• How the Blue Angels maintain performance with massive annual turnover
• The power of individual accountability in team success
• Why trust is non-negotiable in high-performing organizations
• How small mistakes—if handled correctly—create massive improvement
• The real meaning of leadership when the margin for error is near zero
• Why hiring for attitude beats hiring for skill
• How to implement debrief-style feedback in your business
• What business owners can learn from military precision and discipline
• The importance of servant leadership in both business and life

Chapters

00:00 – Introduction to Jon Fay & Blue Angels background

03:00 – Journey to the Naval Academy

05:00 – Lessons from 24 years in the Navy

08:00 – The moment that changed everything (Hawaii experience)

11:30 – What the Blue Angels really do

14:00 – Flying 18 inches apart (trust & precision)

19:30 – Building elite teams with constant turnover

23:00 – Hiring for attitude vs skill

25:30 – Inside the Blue Angels debrief process

29:00 – Applying elite performance to home service businesses

31:00 – Transitioning from military to civilian leadership

34:00 – Culture, performance pay, and leadership in business

36:00 – Jon’s next mission: serving the community

40:00 – Home Service Hoorah Event preview

Keywords

#Leadership #BlueAngels #Teamwork #CultureOfExcellence #Accountability #ServantLeadership #HomeServiceBusiness #HVAC #Plumbing #Electrical #BusinessGrowth #Entrepreneurship #HighPerformanceTeams #Hiring #ScalingBusiness #Discipline #MilitaryLeadership #Trust #FreedomBlueprintPodcast

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 142

Date: April 13, 2026

Duration: 01:07:35

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Jonathan Whistman

Company: WhoHire / The Sales Boss

Guest Website: https://thesalesboss.com

Gift to listeners: Free resources + hiring frameworks (via website)

🎯 Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Jonathan Whistman—author of The Sales Boss and co-author of Unrecruitable—to break down one of the biggest lies in business: “there are no good people.”

Jonathan shares why most companies don’t actually have a people problem—they have a system and leadership problem. From his unique background studying human behavior to building predictive hiring technology, he explains how top-performing companies consistently hire A-players while others stay stuck with churn, underperformance, and frustration.

You’ll learn how to think differently about hiring, leadership, and culture—and how to build a team your competitors can’t steal.

💡 Takeaways

• Most businesses don’t have a hiring problem—they have an environment problem
• The best companies don’t find great people… they build systems that create them
• Your business is always sending signals—whether you realize it or not
• Hiring mistakes can cost your business millions in lost revenue
• A-player teams aren’t luck—they’re the result of intentional hiring processes
• Identity drives performance more than motivation or training
• If your team isn’t performing, it’s time to look in the mirror—not blame the market

🧭 Chapters

00:00 – Introduction & how Justin met Jonathan

02:00 – The story behind The Sales Boss

04:00 – The 4 levers of performance (B.O.S.S. framework)

06:30 – Jonathan’s background & understanding human behavior

10:00 – The danger of unconscious beliefs in business

12:30 – Why “people problems” exist in every company

15:00 – Building a team that competitors can’t steal

19:00 – The Think, Feel, Act framework explained

23:00 – Why most businesses fail at culture and hiring

27:00 – Real-world example of fixing a broken hiring system

31:00 – The truth: “People don’t want to work for YOU”

33:00 – The hidden cost of bad hires (58% revenue gap)

39:00 – How WhoHire uses AI to predict top performers

45:00 – Data-driven hiring vs gut-based hiring

52:00 – Why hiring should always be happening

59:00 – Hiring in groups vs one-off hiring

1:03:00 – Treat every hire like a $500K decision

1:05:00 – Final thoughts & how to connect with Jonathan

🔑 Keywords

#Hiring #Leadership #HomeServiceBusiness #HVAC #PlumbingBusiness #Electricians #BusinessGrowth #TeamBuilding #APlayers #Recruiting #Entrepreneurship #SalesLeadership #CompanyCulture #FreedomBlueprint #JustinDeese #WhoHire #SalesBoss #Unrecruitable #BusinessCoaching #ScalingBusiness

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 141

Date: April 06, 2026

Duration: 13:06

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Jarrod Scott

Company: Aeroseal

Guest Website: https://aeroseal.com/

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down live at ACCA with Jarrod Scott, National Director of Sales & Business Development at Aeroseal, to unpack one of the most overlooked profit leaks in the HVAC industry—ductwork.

While most contractors focus on selling high-efficiency systems, they often ignore the fact that leaky ducts can destroy performance, comfort, and efficiency. Jarrod breaks down how Aeroseal technology helps contractors recover lost system capacity, improve homeowner comfort, and unlock new revenue streams.

Justin also shares a powerful real-world sales breakthrough: why simply calling Aeroseal “duct repair” transformed their ability to sell the service and skyrocketed results.

If you’re an HVAC, plumbing, or home service business owner looking to increase ticket size, improve customer satisfaction, and stand out in your market—this is a must-listen.

Takeaways

• Most HVAC systems lose significant efficiency due to leaky ductwork
• Even the best installs fail when connected to poor duct systems
• Aeroseal helps recover system capacity and improve comfort instantly
• Simplicity sells: calling it “duct repair” dramatically increases close rates
• Contractors are sitting on untapped revenue inside existing homes
• Membership customers create the perfect opportunity to introduce this service
• Companies with strong sales processes benefit most from adding Aeroseal
• The best contractors focus on total home comfort—not just equipment installs

Chapters

00:00 – Introduction from ACCA Live Event

00:45 – What is Aeroseal and Why It Matters

02:00 – The Hidden Problem: Leaky Duct Systems

03:00 – Why Contractors Struggle to Sell It

03:30 – The Breakthrough: “Duct Repair” Simplicity

04:30 – The Origin Story of Aeroseal

06:30 – Real Contractor Story: Stolen Equipment & Dealer Support

07:30 – The Power of the Aeroseal Contractor Community

08:45 – How to Get Started with Aeroseal

09:00 – Who This Is Right For (Ideal Contractor Size)

10:30 – Final Thoughts + YouTube Demo Callout

Keywords

#HVAC #HVACBusiness #HomeServices #ContractorLife #HVACSales #DuctRepair #Aeroseal #IndoorComfort #HVACMarketing #ServiceBusiness #Entrepreneurship #BlueCollarBusiness #HVACProfit #HomeComfort #ACCA #FreedomBlueprintPodcast

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 140

Date: March 30, 2026

Duration: 44:55

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Joe Strittmatter

Company: Rite NOW

Guest Website: https://callritenow.com/

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with returning guest Joe Strittmatter, a second-generation HVAC entrepreneur who previously built and sold a successful home service company before launching a brand-new one from scratch.

Broadcasting from Denton, Texas during Justin’s RV podcast road show, Joe shares the lessons he learned from building, selling, and now rebuilding a home service business with his son. The conversation dives deep into profitability vs. revenue, private equity in the trades, marketing strategy, operational efficiency, and how innovation can create a competitive advantage in the HVAC and plumbing industry.

Joe explains why he focuses heavily on net profit instead of vanity revenue numbers, why many contractors struggle with labor and material costs, and how thinking differently about service areas, marketing, and maintenance plans can transform a company’s profitability.

They also explore the power of branding, creative customer experience, and breaking traditional industry rules, including Joe’s unconventional ideas for maintenance plans and customer retention strategies.

If you’re a home service entrepreneur trying to grow your HVAC, plumbing, electrical, or garage door company, this episode delivers practical insights on leadership, profitability, and building a smarter business model.

Takeaways

• Why focusing on net profit instead of revenue can dramatically change your business strategy.
• What happens when contractors chase $10M revenue but ignore margins.
• Lessons learned from selling a home service company to private equity.
• Why service area management can dramatically improve billable efficiency.
• The difference between running a construction-based HVAC company vs. a service company.
• How branding and marketing investment early can accelerate growth.
• Why Joe’s company is targeting 30% net profit.
• The power of thinking differently about maintenance plans and customer experience.
• How innovation, not size, often creates the biggest competitive advantage.
• Why entrepreneurs should challenge industry assumptions and “color outside the lines.”

Chapters

00:00 – Introduction and the Freedom Blueprint road show

01:25 – Joe’s background as a second-generation HVAC entrepreneur

03:00 – Selling his HVAC company to private equity

05:30 – Why he decided to start another home service company

07:00 – Revenue vs. profit in the trades industry

10:00 – The impact of social media “revenue bragging” in business

11:00 – Launching a new HVAC & plumbing company with his son

12:20 – Marketing strategy and making a big brand splash

13:30 – Why knowing your numbers is critical

17:00 – Structuring a company for efficiency from day one

20:00 – Acquisition vs. starting new locations

23:00 – The real cost structure behind HVAC installs

26:00 – Increasing customer lifetime value through service

29:30 – Training the next generation of trades leaders

32:20 – Advice for contractors struggling in today’s market

34:30 – Thinking differently about maintenance plans

37:00 – Innovation and building a unique customer experience

39:00 – The “cost pricing” business experiment

41:00 – Using strategy to win more customers in a competitive market

Keywords

#FreedomBlueprintPodcast #JustinDeese #JoeStrittmatter #HVACBusiness #HomeServiceBusiness #HVACEntrepreneur #TradesBusiness #ServiceBusiness #HVACContractor #PlumbingBusiness #BusinessLeadership #Entrepreneurship #SmallBusinessGrowth #ServiceIndustry #HomeServices #HVACSales #PrivateEquityInTrades #TradesLeadership #ContractorBusiness #HVACSuccess #HVACMarketing #TradesEntrepreneur

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 139

Date: March 23, 2026

Duration: 54:27

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Jered Williams

Company: Wahoo Plumbing / Wealthy Plumber

Guest Website: https://wealthyplumber.com

Tickets to HomeService Hoorah homeservicehoorah.com

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with entrepreneur Jered Williams, founder of Wealthy Plumber and the newly launched Wahoo Plumbing.

Jered shares the real story behind launching his new plumbing company—from selling previous businesses to starting again from scratch with a smarter strategy. Within two days of launching ads, Wahoo Plumbing was already booked out a week and a half, forcing them to shut off marketing while they hired technicians.

Justin and Jered dive deep into the realities of building a home service company, including marketing strategies for contractors, the importance of core values and hiring the right people, and how understanding your numbers can completely change the trajectory of your business.

They also discuss practical strategies any contractor can use today to generate more calls—from Facebook marketing and PPC campaigns to leveraging local community groups and video content.

If you're a plumbing, HVAC, or electrical contractor trying to grow from one truck to multiple trucks, this episode is packed with tactical advice you can implement immediately.

Takeaways

1. Why Jered started another plumbing company after selling previous businesses
2. The biggest mistake contractors make when launching marketing campaigns
3. How Wahoo Plumbing booked a week and a half of calls in just two days
4. The difference between demand capture, demand creation, and brand awareness
5. Why most contractors misunderstand their marketing math
6. How to calculate the number of calls you actually need to hit revenue goals
7. The power of Google reviews and how to generate them quickly
8. Simple Facebook strategies that can generate calls for free
9. Why understanding your numbers is the key to growing from 1–3 trucks to a scalable company

Chapters

00:00 Introduction and the Freedom Blueprint road show

01:10 Why Jered launched Wahoo Plumbing

03:00 The real reason entrepreneurs start another business

06:00 Lessons learned from scaling a $5M plumbing company

08:00 Why core values and hiring matter more than SOPs

12:30 The difference between tactical vs strategic business growth

15:20 Marketing strategies that generated calls immediately

19:00 How Wahoo Plumbing booked a week of calls in two days

21:00 Demand capture vs demand creation marketing

24:00 How reviews impact Google rankings

27:30 Choosing the right marketing partners

31:00 Why contractors must track booking rates and marketing metrics

34:30 The future of AI search and contractor marketing

41:30 Free marketing strategies using Facebook groups

45:00 Video marketing ideas contractors can start today

49:00 The Home Service Hoorah event announcement

Keywords

#FreedomBlueprintPodcast #HomeServiceBusiness #PlumbingBusiness #HVACBusiness #ContractorMarketing #ServiceBusinessGrowth #HomeServiceMarketing #PlumbingMarketing #Entrepreneurship #SmallBusinessGrowth #LeadGeneration #FacebookMarketing #LocalSEO #GoogleReviews #HomeServiceLeadership #ServiceBusinessOwners #TradeBusiness #ContractorSuccess #WealthyPlumber #WahooPlumbing

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 138

Date: March 16, 2026

Duration: 35:32

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Josh Martin

Company: FieldSpark (Powered by 34Labs)

Guest Website: www.3fourlabs.com

Gift to listeners: Free Demo of FieldSpark AI

Summary

Are your technicians truly bad at sales… or are they just undertrained?

In this episode of the Freedom Blueprint Podcast, Justin sits down with Josh Martin from FieldSpark to talk about one of the biggest challenges in the home service industry: consistency in the field.

Most companies train once a week… then release technicians into the wild and hope for the best. The result? As many brands as you have trucks.

Josh explains how FieldSpark is using AI-powered role play and real-time coaching to help HVAC, plumbing, roofing, and electrical companies:

1. Reinforce consultative selling
2. Improve closing conversations
3. Increase average tickets
4. Build consistency across teams
5. Scale without losing control

If you're growing from $2M to $10M and struggling with trust, performance management, or technician confidence — this conversation will hit home.

Takeaways

1. Sales isn’t manipulation — it’s education.
2. Most technicians struggle with the transition from problem to price.
3. Repetition is the mother of skill — practice matters.
4. AI role play allows techs to practice without pressure.
5. Consistency is critical when scaling.
6. Transparency beats micromanagement.
7. Reinforcement creates better results than correction.
8. A-players want feedback and tools to improve.
9. Technology doesn’t replace people — it empowers them.
10. The companies embracing AI will grow faster than those resisting it.

Chapters

00:00 – Welcome & Why This Conversation Matters

02:00 – What Is FieldSpark?

04:45 – Why Technicians Struggle With Sales

06:30 – AI Role Play: The Game-Changing Feature

10:00 – The Problem With Traditional Sales Training

13:30 – Scaling, Trust, and Brand Consistency

16:30 – Coaching vs. Micromanaging

19:00 – Reinforcing Winning Behaviors

21:00 – Helping A-Players Level Up

24:00 – Custom Scripts & Process Control

27:00 – What’s Coming Next for FieldSpark

29:00 – The Vision Behind 34Labs

32:00 – AI in the Home Service Industry

34:00 – Final Thoughts on Embracing Technology

Keywords

#FreedomBlueprintPodcast #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalContractor #RoofingContractor #ServiceBusinessGrowth #FieldServiceManagement #TechnicianTraining #SalesTraining #AIinBusiness #FieldSpark #34Labs #ConsultativeSelling #HomeServiceLeadership #ScalingYourBusiness #ServiceManager #CloseMoreDeals #IncreaseAverageTicket #BusinessSystems

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 137

Date: March 9, 2026

Duration: 10:31

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Summary

In this solo episode of the Freedom Blueprint Podcast, Justin Deese shares a powerful lesson about what real freedom looks like for business owners, and why most entrepreneurs accidentally build businesses that trap them instead of serving them.

As Justin prepares for a three-week RV road trip with his wife Kristen, traveling from Florida to Las Vegas for the ACCA Conference and across the Southwest, he reflects on a six-month RV journey his family took nearly a decade ago. That trip became a real-world test of whether their businesses were built to operate independently or if everything depended on them.

What they discovered changed how Justin thinks about leadership, systems, and business ownership. The companies didn’t just survive while they were gone, they thrived. That experience reinforced a powerful principle: freedom in business doesn’t happen by accident. It is engineered.

Justin breaks down the three essential elements required to build a company that allows owners to step away without chaos: strong leadership, clear systems, and personal clarity about what freedom actually means.

Whether you want to scale your home service company, create more margin in your life, or simply stop being the bottleneck in your business, this episode will challenge you to rethink how your company is structured and what kind of freedom you are truly building.

Takeaways

• Freedom in business must be intentionally designed, not hoped for

• If your company cannot operate without you, you don’t own a business—you own a job

• Leadership depth is the first step toward real freedom

• Clear roles, scorecards, and expectations allow leaders to succeed without constant oversight

• Systems create stability and allow businesses to operate consistently

• Owners must define what freedom personally means to them

• Trying to build someone else’s version of success leads to frustration

• Identifying and removing bottlenecks is key to scaling your business

Chapters

00:00 Introduction and upcoming RV adventure

02:10 What freedom really means for business owners

04:10 The danger of accidentally building a business that owns you

06:00 The six-month RV trip that tested the business model

08:30 The moment Justin realized freedom is engineered

10:20 Building leadership instead of dependency

13:00 Why systems create freedom and scalability

15:20 Getting clarity on your version of freedom

17:30 The three keys to designing a freedom-based business

19:00 Action step: Identify your biggest bottleneck

Keywords

#FreedomBlueprintPodcast #JustinDeese #HomeServiceBusiness #ServiceBusinessGrowth #LeadershipDevelopment #BusinessSystems #EntrepreneurFreedom #ServiceCompanyLeadership #HVACBusiness #PlumbingBusiness #ElectricalContractor #SmallBusinessLeadership #ScaleYourBusiness #BusinessOwnership #EntrepreneurMindset

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 136

Date: March 02, 2026

Duration: 41:35

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Jimmy Speyer

Company: Glasshouse

Guest Website: https://glasshouse.biz

Gift to listeners: Free live demo of Glasshouse platform

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with returning guest Jimmy Speyer, Founder & CEO of Glasshouse, to talk about one of the biggest challenges facing home service businesses in 2026 — rising customer acquisition costs.

Jimmy explains why relying solely on Google and paid ads is becoming more expensive every year (what he calls the “digital Yellow Pages problem”) and how contractors can shift from reactive marketing to proactive neighborhood-level outreach.

But this episode goes deeper than marketing.

Jimmy also shares powerful leadership lessons from growing Glasshouse from 1 employee to 18 in just two years, including:

1. How to hire for alignment, not just skill
2. Why most companies hire wrong
3. The importance of core values and mission clarity
4. How to manage rapid growth without breaking culture
5. Why transparency and weekly team communication matter

If you’re a plumbing, HVAC, electrical, or home service business owner looking to grow smarter in 2026, this episode is packed with practical strategy and leadership insights.

Takeaways

1. Customer acquisition through Google Ads continues to get more expensive every year.
2. Waiting for homeowners to search is reactive marketing.
3. Proactive outbound neighborhood outreach creates demand instead of waiting for it.
4. Speed to lead isn’t enough — speed to creating the lead matters.
5. Hiring mistakes are expensive financially and culturally.
6. Involve your team in defining core values.
7. Growth requires constant communication and transparency.
8. Meet with your team weekly to maintain alignment during change.
9. Define your culture clearly — and hire only people who match it.
10. Leadership is repetition. Say the mission until you're tired of hearing it.

Chapters

00:00 – Welcome Back Jimmy Speyer

03:00 – The “Google Tax” and Rising Ad Costs

06:00 – Proactive vs Reactive Customer Acquisition

10:00 – Why Homeowners Aren’t Thinking About Your Business

12:30 – Growing Glasshouse from 1 to 18 Employees

15:00 – Hiring for Alignment (The Right Way)

18:00 – Interview Questions That Reveal Character

23:00 – Why Consensus Hiring Doesn’t Work

27:00 – Managing Rapid Growth & Team Communication

31:00 – Building Mission, Vision & Core Values

35:00 – Leadership Lessons from Scaling Fast

38:30 – Final Thoughts & How to Connect with Glasshouse

Keywords

#FreedomBlueprintPodcast #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalContractor #ContractorMarketing #CustomerAcquisition #OutboundMarketing #LeadershipDevelopment #CompanyCulture #HiringRight #CoreValues #BusinessGrowth #EntrepreneurLeadership #GlasshouseSoftware #JustinDeese #JimmySpeyer

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 135

Date: February 23, 2026

Duration: 55:21

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Joe Cunningham

Company: TAC – Technical & Sales Training | Home Service Checklist

Guest Website: www.homeservicechecklist.com

Gift to listeners: Scholarship certificates for TAC technician training (details in episode)

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with industry legend Joe Cunningham, a veteran with over 40 years in plumbing, HVAC, training, and business development.

Joe shares his journey from digging ditches as a young apprentice to helping build the first publicly traded HVAC roll-up, training over 35,000 technicians, and creating some of the highest-producing selling techs in the industry.

The conversation dives deep into why fundamentals still matter, how contractors scaled long before CRMs and software, and why checklists—not more tech—are often the missing link to higher tickets, fewer callbacks, and happier customers.

Joe also breaks down:

1. The philosophy behind TAC technician training
2. Why most tech training fails
3. How the Home Service Checklist app forces consistency, accountability, and profitability
4. Why slowing techs down actually increases revenue
5. How call-by-call management changes everything

This episode is packed with timeless lessons for plumbing, HVAC, and electrical contractors looking to scale without losing quality.

Key Takeaways

1. The most successful service businesses still win by mastering the basics
2. Checklists prevent missed opportunities, callbacks, and lost customers
3. Training techs how to think beats training them what to replace
4. Door-to-door hustle built million-dollar businesses long before Google Ads
5. Fewer calls per day can lead to higher tickets and less burnout
6. Systems create freedom—software just supports them
7. Declined repairs are future revenue if documented correctly

Chapters

1. 00:00 – Welcome & Joe’s 40+ year journey
2. 03:00 – Learning the trades the hard way
3. 08:30 – Selling HVAC door-to-door
4. 11:45 – Financing collapse & pivot to training
5. 15:30 – Contractor Success Group & Service Experts
6. 20:30 – Why technology doesn’t replace fundamentals
7. 25:45 – The problem with traditional technician training
8. 31:00 – Inside TAC’s 10-day technician bootcamp
9. 37:30 – Why most checklists fail
10. 41:00 – Home Service Checklist app explained
11. 47:00 – Call-by-call management & higher tickets
12. 52:00 – Final lessons from a lifetime in the trades

Keywords

#FreedomBlueprintPodcast #JoeCunningham #HVACBusiness #PlumbingBusiness #HomeServiceGrowth #ServiceBusinessSystems #TechnicianTraining #SellingTechs #HomeServiceChecklist #ContractorLeadership #TradesEntrepreneur #HVACSales #PlumbingSuccess #ServiceNation #ServiceRoundtable #TACTraining

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 134

Date: February 20, 2026

Duration: 13:27

Recorded Live: PHCC Conference – San Diego, CA

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Jeff Mudd

Company: The Trades Podcast

Guest Website: https://thetradespodcast.com/

Podcast: The Trades Podcast

Podcast Link: https://podcasts.apple.com/us/podcast/the-trades-podcast/id1574731261

Summary

Recorded live at the PHCC Conference in San Diego, this episode of the Freedom Blueprint Podcast features a candid conversation with Jeff Mudd, host of The Trades Podcast and longtime advocate for skilled trades careers.

Jeff shares his journey from hands-on repair work and termite inspections to business ownership—and eventually to podcasting as a way to promote the trades to younger generations. Together, Justin and Jeff unpack the skilled labor shortage, the stigma that’s surrounded the trades for decades, and why that narrative is finally starting to change.

The conversation dives deep into career paths vs. jobs, building culture inside service businesses, financial freedom through trades ownership, and why intentional leadership matters more than ever. Jeff also explains how podcasting became an unexpected but powerful platform to recruit, educate, and elevate the trades nationwide.

Takeaways

1. Why the skilled trades offer financial and time freedom most careers don’t
2. How stigma pushed generations away from trades—and why it’s reversing
3. The difference between giving someone a job and building a career path
4. Why owners must be intentional about training, raises, and advancement
5. The real economics behind service businesses (and common misconceptions)
6. How podcasting became a powerful advocacy tool for the trades

Chapters

00:00 – Live from PHCC San Diego

01:15 – Jeff’s background in the trades

02:10 – Why he started The Trades Podcast

03:00 – Changing perceptions of trades careers

03:55 – Financial freedom in the trades

05:00 – Owner vs. employee perspectives

06:15 – Building culture and career paths

07:30 – Training people even if they may leave

08:45 – Helping people grow beyond your business

09:35 – Moving from San Diego to Tennessee

10:45 – Podcasting, semi-retirement, and impact

11:45 – Final thoughts from PHCC

Keywords

#FreedomBlueprintPodcast #TheTradesPodcast #SkilledTrades #TradesCareers #TradeLeadership #PHCC #HomeServiceBusiness #TradesIndustry #BlueCollarCareers #WorkforceDevelopment #TradeCulture #ServiceBusiness #ContractorLife #TradesEducation

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 133

Date: February 18, 2026

Duration: 14:42

Recorded Live: PHCC Conference – San Diego, CA

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Rachel Evans

Company: Evans HVAC

Instagram: @MissMiniSplit

Summary

In this live episode of the Freedom Blueprint Podcast, Justin Deese sits down with Rachel Evans, founder of Evans HVAC and the voice behind the Instagram brand Miss Mini Split, recorded on-site at the PHCC Conference in San Diego.

Rachel shares her unconventional path into the HVAC industry—learning electrical theory hands-on, earning her California contractor’s license in record time, and launching her business while raising young children. She opens up about what it’s really like to be a female HVAC business owner in a male-dominated industry, including taking her baby to job sites and building credibility through technical excellence rather than sales tactics.

This conversation dives into grit, motherhood, mentorship, and why Rachel is committed to building an HVAC company rooted in quality, integrity, and long-term customer relationships—not high-pressure sales models.

Takeaways

1. Why mastering electrical theory and fundamentals creates better technicians and owners
2. How Rachel earned her California contractor’s license faster than most
3. What it’s like building an HVAC business while being a hands-on mom
4. The reality of being a female leader in the trades
5. How “Miss Mini Split” grew organically on Instagram
6. Why quality-focused contractors stand out in a PE-driven market

Chapters

00:00 – Recording live from PHCC San Diego

01:15 – Rachel’s approach to quality over sales

02:40 – What “new” really means in the trades

03:45 – Why she chose HVAC

04:30 – Early mentorship and learning electrical theory

05:50 – Getting licensed in California

07:15 – Starting the business as a mom

08:25 – Being a female HVAC owner

10:05 – The birth of “Miss Mini Split”

11:40 – Vision for the future of Evans HVAC

12:55 – Where to follow Rachel

Keywords

#FreedomBlueprintPodcast #MissMiniSplit #WomenInTrades #HVACBusiness #HVACLife #FemaleEntrepreneur #TradesIndustry #PHCC #HomeServiceBusiness #HVACOwner #ContractorLife #SkilledTrades #BlueCollarSuccess #HVACCalifornia #TradeLeadership

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Episode Number: 132

Date: February 16, 2026

Duration: 09:54

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Cody McLeod

Company: Utility Plumbing Services

Guest Website: https://utilityplumbingservices.com/

Summary

In this live episode of the Freedom Blueprint Podcast, Justin Deese sits down with Cody McLeod, owner of Utility Plumbing Services, recorded on-site at PHCC San Diego & Del Mar.

Cody shares his journey as a second-generation plumber, growing up in the trades, partnering with his father, and eventually stepping out to build his own modern plumbing company. The conversation dives into blending old-school business principles with new-school technology, including automation, AI, and service software—without losing the fundamentals that built the trades.

They also discuss Cody’s growing leadership role in the industry, including his upcoming appointment to the PHCC California State Board, and his passion for giving back through high school career days to change the narrative around skilled trades.

This episode is packed with real-world insight for plumbing, HVAC, and home service business owners navigating growth, technology, and leadership in today’s market.

Key Takeaways

1. Why old-school business values still matter in a tech-driven service industry
2. How Cody transitioned from a family partnership to sole ownership
3. Practical ways automation and AI are improving customer experience
4. Why empowering employees matters more as a 100% owner
5. How trade careers offer opportunity without massive student debt
6. The importance of industry involvement through PHCC leadership

Chapters

1. 00:00 Live from PHCC San Diego & Del Mar
2. 01:00 Cody’s background as a second-generation plumber
3. 02:00 Leaving the family business and starting fresh
4. 03:00 Old-school business mindset meets modern technology
5. 04:00 Automation vs. AI in service businesses
6. 05:30 Joining the PHCC California State Board
7. 06:30 Giving back through high school career days
8. 08:00 Why the trades are a powerful career path today

Keywords

#FreedomBlueprintPodcast #JustinDeese #CodyMcLeod #UtilityPlumbingServices #PHCC #PHCCSanDiego #PlumbingBusiness #HomeServiceBusiness #Trades #SkilledTrades #ServiceIndustry #PlumbingLife #SecondGenerationContractor #TradeLeadership #ServiceBusinessGrowth #Automation #AIInTrades

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Episode Number: 131

Date: February 09, 2026

Duration: 36:27

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Kristen Deese

Company: Virtual CFO for the Trades

Guest Website: JustinDeese.com

Gift to listeners: N/A

Summary

Six weeks into 2026, Justin and Kristen Deese sit down to unpack a whirlwind start to the year—conference travel, frozen pipes, live podcasting at PHCC San Diego, and a major family decision they never saw coming.

On December 31st, just hours before the new year, they officially purchased East Hill Pizza in Pensacola—alongside their kids. In this episode, they pull back the curtain on why they said yes, how leadership transitions really affect teams, and what happens when you apply home service business principles to an entirely different industry.

From DISC profiles and team psychology to scorecards, food cost controls, and why vocabulary matters more than you think—this conversation is packed with lessons for any business owner thinking about growth, legacy, or acquisitions.

Key Takeaways

1. Why involving your team early builds trust during ownership transitions
2. The power of giving people the numbers they control
3. How small operational tweaks can drive massive financial impact
4. Why most employees fear change—and how language can reduce resistance
5. What restaurant ownership revealed about leadership across industries
6. How to build a business your kids can grow into—not inherit as a mess

Chapters

1. 00:00 – Welcome & why 2026 already feels wild
2. 02:30 – PHCC San Diego: live podcasts, chaos, and air horns
3. 08:20 – Handling distractions and pressure as a leader
4. 11:50 – Frozen pipes, Florida problems, and real life
5. 12:40 – The “family business” conversation with the kids
6. 14:30 – Why East Hill Pizza caught their attention
7. 18:20 – Buying a business fast (and what that really means)
8. 21:30 – Leading a team through an ownership transition
9. 24:45 – Scorecards, transparency, and immediate results
10. 27:30 – Applying home service principles to restaurants
11. 31:45 – What’s next for the business and the family

Keywords

#FreedomBlueprintPodcast #FamilyBusiness #BusinessAcquisition #LeadershipDevelopment #RestaurantOwnership #TradesLeadership #EntrepreneurLife #BusinessWithFamily #Scorecards #TeamCulture #DISCProfile #LegacyBuilding #SmallBusinessGrowth #JustinDeese #KristenDeese #WhenYourBusinessPartnerIsYourSpouse

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Episode Number: 130

Date: February 02, 2026

Duration: 10:50

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Summary

Too many business owners are busy, exhausted, and frustrated—yet still falling short of their goals. In this episode of the Freedom Blueprint Podcast, Justin Deese breaks down a critical leadership mistake: confusing goals with priorities.

Justin explains why comparing your numbers to other businesses is dangerous, how different accounting methods skew benchmarks, and why progress—not comparison—is the true measure of success. Using simple sports analogies and real-world business examples, he shows how championship teams win by protecting priorities, not just dreaming about outcomes.

If you want clarity, focus, and real momentum in your business, this episode will help you stop chasing noise and start executing the plays that actually move the scoreboard.

Key Takeaways

1. Goals define the destination, but priorities determine daily execution
2. Most owners fail not because of bad goals—but unclear priorities
3. Business KPIs are rarely measured the same way across companies
4. Comparison without context leads to distraction and poor decisions
5. Consistency in the right actions beats chasing the latest tactic
6. Progress against your own metrics matters more than outside benchmarks

Chapters

00:00 – Why comparing numbers is misleading

02:30 – Goals vs. priorities explained with sports analogies

06:15 – Why being busy doesn’t equal progress

09:40 – The danger of KPI comparison in business

13:10 – Average ticket, labor, and margin misunderstandings

18:45 – Why you’re only competing against yourself

22:30 – How to align goals with real priorities

26:00 – The true “silver bullet” for business growth

29:10 – Action steps to regain clarity and focus

32:00 – Final takeaway: change priorities to change results

Keywords

#FreedomBlueprintPodcast #BusinessLeadership #GoalsVsPriorities #HomeServiceBusiness #BusinessClarity #LeadershipDevelopment #EntrepreneurMindset #ServiceBusinessGrowth #BusinessExecution #LeadershipFocus #ConsistencyWins #StopComparing #WinningTheDay #JustinDeese

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Episode Number: 129

Date: January 26, 2026

Duration: 16:56

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Zach Smith

Company: Easy Peazy Plumbing

Summary

In this episode of the Freedom Blueprint Podcast, Justin sits down with Zach Smith, owner of Easy Peazy Plumbing, to unpack what it really takes to transition from new construction to a profitable, scalable residential service business.

Zack shares his journey from managing large construction crews and chasing slow-paying contracts to building a fully branded plumbing and septic service company serving rural and underserved markets in Florida and Alabama. Together, they dive into why busy doesn’t always mean profitable, the mindset shift required to leave construction behind, and why residential service is an entirely different business — not just a different job.

This conversation is packed with real-world lessons on branding, market selection, customer avatars, team transitions, and how married business partners can thrive when they lean into their strengths. If you’re stuck in the construction grind or wondering if service is the next move for your trade business, this episode is a must-listen.

Takeaways

1. Why construction work can drain cash flow even when revenue looks strong
2. The brutal reality of losing most of your team when transitioning to service
3. Why residential service plumbing requires a completely different mindset and skill set
4. How branding can instantly separate you from “chuck-in-a-truck” competitors
5. The power of choosing underserved markets instead of saturated metros
6. Why not every customer is your customer — and why that’s a good thing
7. How married business partners can balance visionary vs. integrator roles

Chapters

00:00 — Welcome & Meet Zack from Easy Peazy Plumbing

01:30 — Why Rural Markets Can Be a Hidden Goldmine

04:00 — Leaving Construction: When Busy Isn’t Profitable

05:45 — The Cash Flow Nightmare of New Construction

08:55 — Losing 15 Employees During the Transition

10:20 — Why Service Plumbing Is a Different Trade

12:55 — Branding, Customer Experience & Market Positioning

14:50 — What’s Next for Easy Peazy Plumbing

Keywords

#EasyPeazyPlumbing #PlumbingBusiness #HomeServiceBusiness #ConstructionToService #TradeBusinessGrowth #PlumbingEntrepreneur #ServiceBusiness #BrandingInTrades #FreedomBlueprintPodcast #MarriedBusinessOwners

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Episode Number: 128

Date: January 19, 2026

Duration: 08:13

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Summary

When was the last time owning your business was actually fun?

In this solo episode of the Freedom Blueprint Podcast, Justin Deese kicks off 2026 with an honest conversation most business owners avoid — burnout. Not the kind caused by laziness or failure, but the kind that comes from being strong for too long.

Justin challenges the idea that “more” is always better and reframes success around clarity, simplicity, alignment, and joy. Drawing from personal experience and real conversations with business owners, he outlines three practical steps every owner must take if they want to enjoy owning their business again — without quitting, selling, or burning everything down.

If your business feels heavy, draining, or misaligned, this episode will help you reset and refocus on why you started in the first place.

Takeaways

1. Burnout doesn’t mean you’re weak — it means you’ve been carrying too much for too long
2. If it’s not fun anymore, it’s not sustainable
3. Complexity kills joy and simplicity creates space
4. Burnout is usually a misalignment problem, not a workload problem
5. Reconnecting with your real why changes everything
6. Strong leadership means calling out what’s broken — starting with yourself
7. Small changes can create massive shifts in energy, clarity, and results

Chapters

1. 00:00 – When Did Owning Your Business Stop Being Fun?
2. 02:10 – Why “More” Isn’t the Answer in 2026
3. 05:30 – Burnout Isn’t Weakness — It’s Misalignment
4. 08:40 – Step 1: Call It Out
5. 11:45 – Step 2: Simplify Everything
6. 15:30 – Step 3: Reconnect With Your Why
7. 19:20 – A Personal Story on Burnout and Realignment
8. 25:10 – Start, Stop, Continue: A Simple Reset Exercise
9. 28:40 – The 2026 Challenge: Build a Business You Enjoy Owning Again

Keywords

#FreedomBlueprintPodcast #BusinessOwnerBurnout #LeadershipDevelopment #EntrepreneurMindset #ServiceBusinessOwner #BusinessClarity #AvoidBurnout #BusinessGrowth #HomeServiceBusiness #OwnerFreedom #SimplifyYourBusiness #StrongLeadership #JustinDeese

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Episode Number: 127

Date: January 12, 2026

Duration: 35:37

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Jane Sidebottom

Company: Women in HVACR

Guest Website: https://www.womeninhvacr.org

Summary

In this episode of the Freedom Blueprint Podcast, host Justin Deese sits down with Jane Sidebottom, incoming President of Women in HVACR, to discuss her journey through the trades, her leadership path, and the future of women in the HVACR industry.

Jane shares how early exposure to facilities management shaped her career, her experience working with industry giants like Trane and Carrier, and how she and her husband built a successful consulting firm impacting nearly $1 billion in industry revenue.

The conversation dives deep into the mission and growth of Women in HVACR, including mentorship, leadership development, scholarships, and how the organization is helping contractors and companies attract, develop, and retain women across all roles — from technicians to executives.

Jane also outlines the organization’s five-year vision, leadership strategy, and why creating clear career pathways is essential for the future of the skilled trades.

Key Takeaways

1. Why Women in HVACR has seen explosive growth over the last five years
2. The real challenges companies face when recruiting and retaining women in the trades
3. How mentorship is accelerating confidence, leadership, and career growth
4. Why leadership vision matters more than ever in industry associations
5. How contractors can better support women technicians and leaders
6. The massive opportunity for women entering HVACR today

Chapters

00:00 – Welcome & Introduction to Jane Sidebottom

01:10 – Jane’s Early Exposure to the Trades

03:50 – Building a Consulting Business in HVACR

06:00 – What Is Women in HVACR?

09:00 – Why the Organization Has Grown So Rapidly

12:20 – Jane’s Path to Becoming President

13:45 – Leadership Vision & Five-Year Strategy

16:30 – Retaining Women in the Trades

19:00 – The Power of Mentorship

22:15 – Real Stories from Scholarship Recipients

26:30 – Opportunities for Women in HVACR Careers

28:10 – How to Get Involved with Women in HVACR

30:00 – Events, Conferences & What’s Next

Keywords

#FreedomBlueprintPodcast #JaneSidebottom #WomenInHVACR #HVACLeadership #WomenInTheTrades #HVACIndustry #TradeCareers #HVACMentorship #SkilledTrades #ContractorLeadership #HVACR #IndustryLeadership #TradesEducation #WomenInBusiness

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Episode Number: 126

Date: January 05, 2026

Duration: 26:00

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Michael De Silva

Company: Plumbing Plus

Location: San Diego, California

PHCC San Diego Trades Expo- https://www.phccsd.org/trades-expo

January 31, 2026- Del Mar Fairgrounds- Bing Crosby Hall

Summary

What if answering a simple help-wanted ad changed the entire trajectory of your life?

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Michael De Silva, owner of Plumbing Plus in San Diego, to unpack an incredible journey — from teenage apprentice to owner of a $3M residential plumbing company.

Michael shares how he entered the trades at just 19 years old, purchased the business at 28, and navigated the challenge of leading technicians old enough to be his parents. Together, they dive into leadership growth, technology adoption, industry community, and why staying put instead of chasing an extra dollar an hour changed everything.

If you’re a home service business owner — or someone considering the trades — this episode is packed with real-world insight, humility, and hard-earned wisdom.

Takeaways

1. How long-term loyalty can outperform short-term pay increases
2. The mindset shift required to move from technician to owner
3. Why PHCC and industry communities accelerate growth
4. Lessons learned leading experienced technicians as a young owner
5. How ServiceTitan and AI improved both customer and technician experience
6. Why community involvement still beats “just running Google ads”
7. What aspiring tradespeople should look for in a company
8. Why the trades offer one of the strongest career paths today

Chapters

00:00 – Welcome to the Freedom Blueprint Podcast

01:00 – Michael’s start as a teenage apprentice

02:45 – Buying the business at 28 years old

04:30 – Standing out in a competitive San Diego market

06:00 – Transitioning from tech to owner

08:00 – Embracing ServiceTitan and new technology

11:00 – The power of PHCC and industry relationships

14:30 – What to expect at the PHCC San Diego Trade Show

17:00 – How AI is impacting the trades

19:30 – Advice for young professionals entering the trades

22:30 – Why staying loyal changed everything

Keywords

#FreedomBlueprintPodcast #PlumbingBusiness #TradesEntrepreneur #ServiceTitan #PHCC #HomeServiceBusiness #PlumbingLife #TradeSuccess #BlueCollarSuccess #ApprenticeToOwner #SanDiegoPlumber #ResidentialService #TradeLeadership #SkilledTrades #SmallBusinessGrowth

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Episode Number: 125

Date: December 29, 2025

Duration: 21:01

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

eBook: FreedomBlueprintPodcast.com/ebook

Upcoming LIVE Event: FreedomBlueprintLIVE.com

Virtual CFO for the trades: KristenDeese.com

Summary

In this special year-end solo episode of the Freedom Blueprint Podcast, Justin slows things down and gets real about the wins, losses, and lessons that shaped his year as a leader, husband, dad, and business owner. Instead of just talking highlights, he opens up about overcommitting, losing momentum in his routines, and walking through the grief of losing his mom—and how those moments reshaped his perspective on leadership and life.

Justin shares five powerful lessons he’s taking into 2026: how your past can shape you without limiting you, why people are more than their struggles, how presence beats productivity, why independence is good but connection is better, and how gratitude can anchor you even in the hardest seasons. He also talks about the shift from trying to “hang your crap at the door” as a leader to becoming a true servant leader who pays attention to the human being behind the performance.

On the win side, Justin celebrates his daughter’s move to college and the new empty-nester chapter with Kristen, a year packed with industry events and client visits, and the unexpected growth of the podcast from passion project to momentum engine. He shares the story behind hosting his own sold-out live event and previews Freedom Blueprint Live 2026 in Pensacola Beach—complete with Blue Angels energy. He also highlights the explosive growth of Kristen’s company, The Virtual CFO for the Trades, and how customer demand forced the business to grow in the best possible way.

Justin closes with a simple but powerful assignment: take 10 minutes to write down your wins, losses, and lessons from the year. It’s not just an exercise—it’s a clarity tool that can reset your focus and fuel your leadership momentum going into 2026 and beyond.

Takeaways

1. Losses—like overcommitting, losing routines, and even losing a loved one—can become the most valuable part of your leadership journey if you let them shape you instead of define you.
2. Your past can build your leadership “muscles”: independence, grit, determination, problem-solving, and adaptability often come from hard early experiences.
3. People are more than their struggles; as leaders, empathy is a superpower and we need to see the whole person, not just their hardest chapter.
4. Presence beats productivity—small, intentional moments with your team create more impact than another item checked off your to-do list.
5. Scorecards and Momentum Meetings (one-to-ones) aren’t “corporate,” they’re tools to reveal patterns and open human conversations with your team.
6. Independence is great, but connection is greater—you don’t win alone; leadership is built on relationships and shared energy (yes, even high-fives).
7. Gratitude doesn’t erase the hard stuff, but it gives you a stronger place to stand when life hits you with big challenges.
8. Hosting live events, building a podcast, or growing a new company all come down to consistent action, listening to feedback, and letting customers “demand” your growth.
9. A simple year-end reflection—wins, losses, and lessons—can bring surprising clarity and momentum for the year ahead.

Chapters

1. Opening: Why Reflection Creates Clarity and Momentum
2. Owning the Losses: Overcommitment, Lost Routines, and Losing Mom
3. Gifts from a Hard Childhood: Independence, Grit, and Problem-Solving
4. Lesson 1: Your Past Can Shape You Without Limiting You
5. Lesson 2: People Are More Than Their Struggles (Leading with Empathy)
6. Lesson 3: Presence Beats Productivity—Small Moments, Big Impact
7. Lesson 4: Independence vs. Connection and the Power of Shared Energy
8. Lesson 5: Gratitude as an Anchor in a Hard Year
9. Family Wins: Daughter’s College Transition and the Empty-Nest Chapter
10. Travel, Events, and Reconnecting with Leaders Across the Country
11. Shifting Focus: From Leap Service Partners to Serving More Contractors
12. Podcast Momentum: From Vision Board to Real-World Impact
13. Freedom Blueprint Live: Behind the Sold-Out Event and 2026 Preview
14. Kristen’s Win: The Virtual CFO for the Trades Takes Off
15. Your Assignment: Wins, Losses, and Lessons for Your Own Year-End Reset

Keywords

#FreedomBlueprintPodcast #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalContractor #TradesBusiness #GarageDoorBusiness #LeadershipLessons #YearEndReview #WinsAndLosses #ServantLeadership #EntrepreneurMindset #BusinessReflection #GratitudeInLeadership #MomentumMeetings #TeamScorecards #EmptyNestLife #VirtualCFOForTheTrades #FreedomBlueprintLive #PensacolaBeachEvent #PipeDreamsToPayday #SellMyContractingBusiness #HomeServiceLeadership #BusinessOwnerGrowth

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Episode Number: 124

Date: December 22, 2025

Duration: 18:07

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Kate Hendrickson

Contact: kate@justindeese.com

Website: kate-hendrickson.com

Additional Co-Host: Kristen Deese

Contact: kristen@kristendeese.com

Website: kristendeese.com

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese is joined by Kristen Deese and Kate Hendrickson for a behind-the-scenes conversation recorded while scouting the venue for Freedom Blueprint Live in Pensacola Beach.

The trio dives into one of the most common frustrations in the home service industry — the belief that “nobody wants to work anymore.” Justin challenges that mindset and breaks down why hiring and retention issues are almost always leadership and culture problems, not labor shortages.

They also preview what makes Freedom Blueprint Live different from typical conferences, explore leadership lessons inspired by the Blue Angels, and share a practical (and fun) discussion on how DISC personality styles can help leaders recognize and appreciate their teams in ways that actually matter — even down to gift-giving.

Takeaways

1. “Nobody wants to work” is a myth — strong leadership and clear expectations attract the right people
2. Culture and retention are built intentionally, not by accident
3. Military leadership principles (like those used by the Blue Angels) translate directly to business
4. Freedom Blueprint Live is a working session, not a sit-and-listen event
5. Using DISC helps leaders communicate, recognize, and reward team members more effectively
6. Appreciation lands better when it matches the personality style of the person receiving it

Chapters

00:00 – Introduction and co-hosts

01:15 – Kate’s new Christmas novel Christmas Switch

03:17 – Recording on location and venue scouting

04:06 – Freedom Blueprint Live event overview

04:51 – Blue Angels leadership inspiration

07:00 – Busting the “nobody wants to work” myth

08:48 – Military leadership lessons and guest speakers

11:00 – DISC personality overview

13:28 – DISC-based recognition and gift-giving examples

16:00 – Final thoughts and event details

Keywords

#FreedomBlueprintPodcast #JustinDeese #KristenDeese #KateHendrickson #Leadership #Hiring #Retention #CompanyCulture #DISC #EmployeeRecognition #HomeServiceBusiness #HVAC #Plumbing #Electrical #ContractorLife #BusinessLeadership #FreedomBlueprintLive #BlueAngels #MilitaryLeadership #PensacolaBeach

Mentioned in this episode:

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Episode Number: 123

Date: 12/15/25

Duration: 31:55

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Richard Kohberger (“Blue Collar Nerd”)

Company: Blue Collar Nerd / ServiceTitan

Guest Website: BlueCollarNerd.com

Summary

In this episode of the Freedom Blueprint Podcast, Justin reconnects with longtime friend and industry standout Richard Kohberger, better known as the Blue Collar Nerd. Richard shares how he went from being a self-described theater kid and tech geek to becoming a key voice in the home services space and a full-time ServiceTitan “genius.”

He walks through his early days riding along as a tech in his dad’s HVAC company, the realization that field work wasn’t his long-term path, and how he transitioned into operations, inventory, and eventually deep technical and software roles inside the business. Richard also talks about feeling like an outsider at best-practice groups—and how being encouraged by Justin and others helped him embrace his different perspective and lean into content creation.

Justin and Richard break down the origin story of the Blue Collar Nerd YouTube channel, how honest ServiceTitan critique videos led to a partnership and then a role at ServiceTitan, and why video is such a powerful medium for contractors who hate reading long release notes. Richard also introduces the Ultimate ServiceTitan Guide—a searchable, ever-evolving library designed to help everyone from new users to advanced operators get more out of the platform, faster.

They wrap up with practical advice on underused ServiceTitan features that make technicians’ lives easier, reduce errors, and help owners build more scalable, modern home service businesses.

Takeaways

1. You don’t have to fit the “traditional contractor mold” to build a big impact in the trades—leaning into your unique strengths (tech, acting, content, systems) can create an entirely new role or business.
2. ServiceTitan is constantly evolving, and staying current is essential if you want to stay competitive as marketing, technology, and customer expectations change.
3. Video-based learning (like Blue Collar Nerd’s release note breakdowns) helps owners and teams understand new features without slogging through long technical documents.
4. The Ultimate ServiceTitan Guide serves as a living library instead of a one-time course—everything is searchable and transcribed so teams can quickly find answers in the moment.
5. Technicians often get the short end of the stick with software; smart setup and features like conditional logic in forms and configurable services dramatically reduce clutter and mistakes in the field.
6. Dynamic pricing combined with configurable services helps keep your pricebook cleaner, more accurate, and easier for techs to use—while still protecting margins.
7. Eliminating opportunities for human error with better systems isn’t about blaming people, it’s about designing a business that supports them.

Chapters

1. 00:00 – Welcome & Reunion
2. Justin welcomes Richard “Blue Collar Nerd” Kohberger back and sets the stage for the conversation.
3. 01:00 – Born into the Trades (But Not the “Typical Tech”)
4. Richard talks about growing up around his dad’s HVAC company, being a theater/film kid, and why he never thought the trades would be his path.
5. 03:30 – From Ride-Alongs to Realizations
6. How riding with techs turned into a full-time technician role—and the honest realization that solo field work wasn’t his long-term fit.
7. 06:00 – Moving into the Office & Finding His Lane
8. Richard describes transitioning into operations, taking over inventory, organizing the warehouse, and digging into ServiceTitan, reporting, and payroll.
9. 08:00 – Feeling Like an Outsider in the Industry
10. Best-practice groups, rooms full of older owners, and why he felt like an alien—plus how Justin and the Blue Collar Success Group helped validate his different perspective.
11. 11:00 – Enter the Blue Collar Nerd
12. The origin story of the YouTube channel, combining contracting knowledge, acting skills, and tech fluency to help contractors understand complex software.
13. 13:30 – Critiquing ServiceTitan… Then Working With Them
14. How honest critique videos on ServiceTitan’s releases caught the company’s attention and eventually led to a partnership and a role creating official content.
15. 16:00 – Why Release Notes Need a Translator
16. Why so many owners ignore release emails and instead rely on video breakdowns and visual examples to understand what actually matters in each update.
17. 17:30 – The Ultimate ServiceTitan Guide
18. Richard explains what the guide is, how it’s structured (modules by function), who it’s for (from beginners to advanced users), and why it’s designed as a searchable library rather than a linear course.
19. 21:30 – Searchability, AI, and Fast Answers for Teams
20. How full-text search and an embedded AI assistant make it easy for team members to find specific features, workflows, and how-tos without wasting time.
21. 23:30 – How Real Contractors Are Using the Guide
22. Justin shares how his team uses the guide to train new team members in accounting and reporting without overwhelming them with dispatch or other modules.
23. 25:30 – Underused Features That Help Technicians
24. Richard breaks down conditional logic in forms and configurable services—two features that reduce clutter, simplify choices in the field, and cut down on errors.
25. 28:30 – Dynamic Pricing + Configurable Services
26. How combining dynamic pricing with configurable services keeps pricing accurate while keeping the pricebook lean and more user-friendly for techs.
27. 29:30 – Final Thoughts & How to Connect
28. Richard shares how to learn more about the Ultimate ServiceTitan Guide and the best ways to reach him online.

Keywords

#FreedomBlueprintPodcast #BlueCollarNerd #RichardKohberger #ServiceTitan #UltimateServiceTitanGuide #HomeServiceBusiness #HVACBusiness #ContractorGrowth #TradeBusiness #FieldServiceSoftware #HomeServices #Dispatching #Pricebook #DynamicPricing #TechnicianTools #BusinessSystems #SmallBusinessGrowth #ServiceTitanTips #ServiceTitanTraining #YouTubeForContractors

Mentioned in this episode:

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Episode Number: 122

Date: December 8, 2026

Duration: 36:19

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Scott Irwin

Company: Network Plumbing, Electrical and Air Conditioning

Email: scott@blueskynetwork.com.au

Guest Website: https://networkplumbing.com.au/

Summary

In this episode, Justin sits down with Australian trade veteran Scott Irwin, who has grown his company from one truck in 1987 to more than 120 trucks and 100+ team members across Sydney and Melbourne. Scott shares how the business evolved from single trade to multi-trade (plumbing, air conditioning, electrical, and handyman), and why leveraging an existing customer database is the fastest way to expand services without exploding marketing costs.

They unpack the real impact of AI on the trades, the shift from pagers and Yellow Pages to iPhones and ServiceTitan, and how software has completely changed dispatching, reporting, and scalability. Scott also tells the story of how he helped bring ServiceTitan to Australia, what that rollout looked like, and why software is a “Ferrari” that only works if you know how to drive it and actually implement.

Scott closes with hard-earned advice for owners 3–5 years into business: stop procrastinating, believe in your worth, and charge properly. He’s bought multiple businesses where owners underpriced themselves into a broke retirement, and he’s on a mission to change that mindset. You’ll also hear how he’s built a culture where young techs are lined up at 5:45 a.m. with a smile, why your team is more important than your customers, and how to create customers “for life” by first taking care of your people.

Takeaways

1. Procrastination kills growth – pick one thing, implement it, and move; stagnation is the silent business killer.
2. Believe in your worth and price accordingly – many trade owners undercharge for decades and have nothing to show when it’s time to sell.
3. Your existing database is your gold mine – adding trades (like electrical or aircon) to current customers is far cheaper than acquiring new ones.
4. Repeat business is everything – Scott’s company runs on ~72% repeat clientele, dramatically lowering marketing costs and boosting profitability.
5. Software isn’t a magic bullet – ServiceTitan (or any platform) only works if you already have solid processes and a commitment to implementation.
6. AI will hit white-collar first, not the trades – but tech-enabled trades will win; the human relationship still matters most.
7. Take care of your team so they take care of your customers – culture, belief, and genuine care create a place people love to work.
8. Surround yourself with winners, not whiners – top operators in the trades are usually happy to help… if you actually execute on their advice.

Chapters

1. 00:02 – Meet Scott Irwin: From “Down Under” to the Freedom Blueprint
2. 01:02 – Starting in 1987: One Truck, Pagers, and Public Pay Phones
3. 02:39 – Growing to 80+ Trucks in Sydney and 40 in Melbourne
4. 03:25 – Single-Trade vs Multi-Trade: Why Aussies Are Finally Combining Trades
5. 04:44 – Customer Acquisition Costs and the Power of Repeat Clients
6. 05:31 – AI, White-Collar Risk, and Why Trades Are Safer (for Now)
7. 07:49 – From Yellow Pages to iPhones: How Tech Changed Everything
8. 10:06 – ServiceTitan, Reporting, and Letting Data (Not Emotion) Drive Dispatch
9. 16:08 – How Scott Helped Bring ServiceTitan to Australia
10. 20:22 – Building Community: The Rise of ServiceTitan Events in Australia
11. 23:29 – Scott’s Advice to 3–5 Year Owners: Stop Procrastinating & Charge More
12. 31:18 – 72% Repeat Clients and Educating Customers for Life
13. 32:19 – Culture, Young Techs, and Why Scott Loves Coming to Work
14. 35:05 – Empty Nesters, Travel, and an Open Invitation to Australia

Keywords

#FreedomBlueprintPodcast #PlumbingBusiness #HVACBusiness #ElectricalContractor #HomeServices #TradeBusiness #ServiceTitan #FieldServiceSoftware #BusinessGrowth #PricingStrategy #HomeServiceEntrepreneur #AustralianTrades #PlumbingCompany #HVACCompany #DispatchOptimization #CustomerExperience #RepeatBusiness #BlueCollarBusiness #TradeBusinessOwner #SmallBusinessGrowth

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 121

Date: December 1, 2025

Duration: 15:22

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

ServiceManagerTraining.com

Summary

In this solo episode, Justin breaks down the five biggest leadership challenges every service manager faces—and more importantly, how home service business owners can help their managers overcome them.

Whether your service manager is drowning in technician drama, struggling to hold people accountable, afraid of KPIs, buried in chaos, or burning out… this episode shows you exactly where the gaps are and how to close them.

Justin shares real stories from 20 years in the trades, the hard lessons he learned from promoting great technicians into leadership without proper training, and a clear roadmap to transform your service manager into the leader your business desperately needs.

If you’re ready for better performance, stronger culture, predictable revenue, and a business that can finally scale without you — this episode is your blueprint.

Takeaways

1. The technician-to-leader transition is the #1 place service managers fail — and it’s predictable.
2. Tough conversations aren’t a personality trait; they’re a teachable leadership skill.
3. Most service managers make decisions on gut, not data, because nobody taught them KPIs.
4. Without documented systems, your service manager becomes the bottleneck that limits growth.
5. Burnout isn’t a badge of honor — it’s a culture problem that destroys great managers.
6. Every challenge is a skill gap, not a character flaw — and skill gaps can be trained.

Chapters

00:00 — Welcome & Why This Episode Matters

01:22 — The Technician-to-Leader Trap

05:41 — Why Difficult Conversations Don’t Happen

10:06 — KPIs: The Missing Link in Daily Leadership

14:42 — Systems That Scale (and Set Managers Free)

18:38 — Leading Without Burnout

21:55 — Why Training Your Service Manager Changes Everything

22:45 — Learn More About Service Manager Academy

Keywords

#ServiceManager #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalBusiness #LeadershipDevelopment #TechnicianToLeader #BusinessGrowth #ServiceManagerTraining #TradeBusinessSuccess #FreedomBlueprintPodcast

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 120

Date: Nov 28, 2025

Duration: 32:16

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Email: podcast@JustinDeese.com

Guest Co-Host: Kristen Deese

Website: KristenDeese.com

Guest Contact Information

Guests: Justin & Janeen Norquist

Company: Just In Time Heating, Air Conditioning & Plumbing

Website: www.JustInTimeHeroes.com

Emails:

• Justin – Justin@JustInTimeHeroes.com

• Janeen – Janeen@JustInTimeHeroes.com

Episode Description

The contracting world has changed — fast. In this episode, we explore how leadership, technology, team culture, and customer expectations have reshaped the plumbing and HVAC industry. Recorded live at Service World Expo 2025, Justin and Kristen sit down with Justin and Janeen Norquist of Just In Time to unpack what the industry looked like 10–15 years ago versus today.

From hiring for culture instead of résumés, to leveraging AI and modern training tools, to redefining emergency service and building a workplace where people want to stay—this conversation is a masterclass in evolving your business without losing your values.

Summary

Building a sustainable contracting business today looks nothing like it did a decade ago—and the Norquists have lived the shift firsthand. Over 15 years, they grew Just In Time from a two-person 24/7 operation to a 24+ employee, culture-first organization anchored in core values, structure, and modernized training.

They share how the expectation of “years of experience” has been replaced by hiring for attitude, work ethic, and alignment. Technology like Service Titan, Conduit, and Interplay has shortened training timelines from years to weeks, created consistency across the team, and helped them compete with underpriced one-truck operators in rural markets.

The conversation digs into how AI is already becoming a powerful support tool for communication, leadership, and coaching—and why it should supplement thinking, not replace it. The group also explores generational changes in the workforce, the shift away from 24/7 emergency service, and how DISC profiles and value-driven leadership create stronger teams.

It all wraps with a powerful leadership example: Justin’s year-long daily habit of walking a mile and reading every morning, which quietly transformed their entire company as the team joined in.

Takeaways

1. Experience ≠ Alignment: A tech with 20 years in the field might still do things the wrong way. Hire for character and train the skill.
2. Six-week ramps are the new norm: Modern tools have drastically shortened the path to productivity for new technicians.
3. Tech unlocks consistency: ServiceTitan forms, digital proposals, and structured processes ensure every customer gets the same quality experience.
4. AI is a force-multiplier: Use it as a thinking partner to refine communication, draft documentation, anticipate team questions, and coach technicians.
5. Customers aren’t looking for the cheapest—just the clearest value: Tools like Conduit help simplify complex choices and separate your company from mispriced competitors.
6. The workforce has changed—leadership must too: Today’s team members need vision, purpose, and healthy boundaries. Command-and-control is out; clarity and connection are in.
7. 24/7 is no longer required: With smart communication and a values-led approach, you can reduce burnout, protect your team, and still keep customers happy.
8. Culture must be visible: From interviews to team meetings to training rooms (with DISC profiles on the wall), values have to be lived, not laminated.
9. Leaders go first: Personal habits radiate through the entire organization—your team will follow what you model, not just what you say.

Chapters

1. Opening – Live at Service World Expo 2025
2. Just In Time’s journey: launching in 2010 & growing to 24+ employees
3. Why hiring for “experience” backfires & culture-first hiring wins
4. Faster training: from year-long apprenticeships to six-week programs
5. How ServiceTitan created consistency across the team
6. The shift to tech-enabled selling: Conduit, smart proposals & digital options
7. AI in the trades: writing, coaching, thought-partnering, and leadership support
8. Generational differences & evolving leadership styles
9. Saying goodbye to 24/7 service without losing customers
10. Redefining emergencies & using qualifying questions
11. DISC as a communication tool & posting profiles for team awareness
12. The power of peer support & accountability
13. Justin’s daily mile + reading habit and the ripple effect across the team
14. Closing thoughts & gratitude from the live audience

Keywords

#FreedomBlueprintPodcast #JustInTime #JustinNorquist #JaneenNorquist #JustinDeese #ServiceWorldExpo #HVAC #Plumbing #Contractors #Leadership #CompanyCulture #HiringForCulture #ServiceTitan #Conduit #AIInTrades #TechnicianTraining #HomeServices #ModernContractor #BusinessGrowth #ThenVsNow #GenerationalWorkforce #CoreValues #DISC #EmergencyService #IndustryEvolution #TreadmillAndBooks

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 119

Date: November 27, 2025

Duration: 29:29

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Julian Crawford

Company: APE Services

Guest Website: Julian.APEServices@gmail.com

Summary

In this inspiring live episode from Service World Expo 2025 in Las Vegas, Justin Deese sits down with Julian Crawford, the 20-year-old entrepreneur behind APE Services, an HVAC and plumbing company shaking up the home service industry in Central Florida. Joined by Tom Peregrino, former Service Nation president, the group dives deep into Julian’s journey — from graduating high school and rolling up his first line set to building a thriving business in less than two years.

Julian shares how curiosity, courage, and calculated risk-taking helped him move from employee to entrepreneur before most people even start their careers. He also reveals how technology and AI have become game changers in his operations — from troubleshooting jobs to recording with Meta smart glasses. This episode is a masterclass in hustle, mindset, and modern leadership for the next generation of tradespeople.

Takeaways

1. 🌟 Age is just a number when your mindset is growth-driven.
2. 💡 Take risks when you have “nothing to lose” — use your season of freedom to learn and build.
3. ⚙️ Technology (like AI and smart glasses) can transform the trades.
4. 📈 “Hustle like you’re broke” — effort and consistency beat excuses.
5. 🧠 Surround yourself with the right people; your circle defines your trajectory.
6. 💬 The “magic sauce” for business success: implementation.

Chapters

00:00 – Live from Service World Expo 2025

01:00 – Meet Julian Crawford: 20-Year-Old Contractor and Entrepreneur

03:00 – From Graduation to HVAC Startup

06:00 – The Power of Taking Action and Meeting Mentors

10:00 – Risks, Rewards, and the Mindset of a Young Business Owner

14:00 – Using AI and Tech to Grow in the Trades

18:00 – Sacrifice, Discipline, and Focus on the Bigger Picture

22:00 – Lessons from Mentors and Early Entrepreneurship

25:00 – “Luck” is Just Preparation Meeting Opportunity

Keywords

#FreedomBlueprint #HVAC #Entrepreneurship #YoungEntrepreneur #HomeServices #Plumbing #AI #ServiceWorldExpo #Trades #BusinessGrowth #JustinDeese #JulianCrawford #APEservices #Mindset #Implementation #Leadership #TechnologyInTrades #SmallBusiness #Inspiration #ServiceNation

Mentioned in this episode:

HomeServiceHoorah.com/ Get your tickets before they SELLOUT!

Episode Number: 118

Date: November 26, 2025

Duration: 24:10

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Matthew Abbott

Company: Abbott Family Insurance

Guest Website: Abbottfamilyagency.com

Guest email: matthew@abbottfamilyagency.com

Summary

Live from Service World 2025 in Las Vegas, Justin and guest co-host/Virtual CFO Kristen Deese sit down with Matthew Abbott of Abbott Family Insurance to unpack a turnkey way contractors can legally lower taxable wages, reduce FICA/FUTA/SUTA, and still make employees whole—often putting ~$600 net back per employee per year. You’ll hear how a Self-Insured Medical Reimbursement Plan working alongside Section 125/105 cafeteria and medical reimbursement rules can be implemented without disrupting payroll, why it doesn’t tank Social Security earnings history, and how MEC options help smaller shops finally offer benefits that recruit and retain. Matthew also previews a no-sales-call, secure online pricing tool for employer benefits.

Takeaways

• CFO vs. Tax Pro: Same numbers, different goals—valuation vs. tax minimization can (and should) work together.
• Strategy basics: Pair Section 125 cafeteria plans with Section 105 medical reimbursements to lower taxable income while reimbursing employees to keep take-home whole.
• Contractor impact: Roughly $14,000 reduction in taxable wages per employee can net ~$600/year to the business per employee (on average).
• Compliance confidence: Matthew’s team backs implementations with audit support and experience working with audited public-sector groups.
• W-2 & Social Security: Taxable income drops, but reported gross for things like loans and long-run Social Security calculations remains intact.
• Benefits mix: Combine MEC (Minimum Essential Coverage) for affordability with buy-up major medical options to boost enrollment and retention.
• Coming soon: A secure, contactless employer-benefits pricing tool to compare plans without the sales-call gauntlet.

Chapters

• Meet Matthew Abbott & why taxes ≠ growth: setting CFO vs. CPA expectations
• What is a Self-Insured Medical Reimbursement Plan (and why big companies already use it)
• How the plan flows through payroll: pre-tax reduction + after-tax reimbursement
• The math for contractors: shrinking FICA/FUTA/SUTA and capturing ~$600/employee/year
• Audit posture & why public-sector experience matters
• Tech-forward enrollments: simple portals and mainstream carrier networks/TPAs
• MEC plans for small teams: affordable entry + optional buy-ups
• W-2 box details, mortgages, and Social Security averages clarified
• Pricing pressure, retention, and avoiding “set it & forget it” benefits
• Announcement: contactless online pricing tool & how to reach Matthew

Keywords

#ContractorTaxSavings #Section125 #Section105 #CafeteriaPlan #MedicalReimbursement #SIMRP #SelfInsuredBenefits #FICA #FUTA #SUTA #MECPlans #EmployeeBenefits #HomeServiceContractors #VirtualCFO #Valuation #EBITDA #Recruiting #Retention #PayrollStrategy #ServiceWorld2025

Mentioned in this episode:

SERVICE MANAGER ACADEMY 2026

WWW.SERVICEMANAGERTRAINING.COM

Episode Number: 117

Recorded at Service World Expo (October 2025)

Date: November 11, 2025

Duration: 23:52

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: “The Hiking Tribe” (3 of the 9 women) — Kim Martin, Kristen Deese, and

Company: Various (women from the trades)

Summary

Recorded live at Service World Expo 2025, Justin and guest co-host Kristin Deese sit down with three members of a nine-woman “Hiking Tribe” who tackled the Grand Canyon’s Hermit Trail: 32 rugged miles over four days with ~35-40 lb packs, cliff-hugging traverses, and a brutal first day dropping ~5,000 feet. They share how permits pushed them from a planned rim-to-rim into an even gnarlier route, why trekking poles saved their knees, what camp life really looked like, and the surreal moment a supermoon lit the canyon like daylight. Most powerful of all: the solidarity—nine women from the trades choosing a hard thing, supporting each other through fear, tears, and triumph, and proving they can do it again.

Takeaways

• Hard resets matter: four days off-grid (no music/speakers per leave-no-trace) brought unexpected calm and clarity.
• Downhill is the destroyer: 5,000 feet down over “Grand Canyon miles” taxed arms, triceps, and balance more than the climb out. Trekking poles made a huge difference.
• Team > terrain: nine women rotated help—tent setup, foot care, morale (yes, trail songs!)—so everyone got through the sketchy spots.
• Guides matter: smart food logistics and first-aid (especially feet) turned a suffer-fest into a safe, epic push.
• Choose hard things: testing limits builds personal strength at any age—then makes you hungry for the next challenge.

Chapters

00:00 — Live from Service World Expo 2025 + intros (Justin & guest co-host Kristin)

03:00 — The “crazy idea” is born: bucket lists → Grand Canyon plan (permits derail rim-to-rim)

05:30 — Hermit Trail reality: bouldering with 35–40 lb packs + cliffside single-track

08:15 — Day 1: 7 GC miles, 5,000 ft down, and the helicopter daydreams

10:40 — Why downhill hurt more than uphill + the magic of trekking poles

12:10 — Camp life: tents, food logistics, and surprisingly great fajitas

13:50 — Silence, serenity, and the post-trip aversion to background noise

15:20 — Leave-no-trace: even music is a no-go; embracing the quiet

16:40 — Supermoon over the canyon: a wordless, teary, unforgettable night

18:05 — Support systems: fear spikes, trail songs, and looking out for each other

19:30 — The deeper win: confidence, age-defying grit, and planning the next one

21:10 — Justin’s closing: pride, perspective, and why choosing “hard” matters

Keywords

#GrandCanyon #HermitTrail #ServiceWorldExpo #WomenInTrades #Backpacking #HikingTribe #OutdoorAdventure #RimToRim #Resilience #Mindset #Leadership #Teamwork #Supermoon #LeaveNoTrace #PersonalGrowth #FreedomBlueprintPodcast

Mentioned in this episode:

SERVICE MANAGER ACADEMY 2026

WWW.SERVICEMANAGERTRAINING.COM

Episode Number: 116

Date: Recorded live at Service World Expo (Oct 2025)

Duration: 30:38

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Doug Wyatt

Company: Synergy Learning Systems

Guest Website: SynergyLearningSystems.net

Guest Email: info@synergylearningsystems.net

Gift to listeners: Free access to “Foundation 3: The Wordsmith” (42 micro-learnings / ~6 hours). Use the Contact form and choose the option for Justin’s podcast. Plus: entry for a $40,000 year-long training package giveaway (details via Doug’s team).

Summary

Live from Service World Expo 2025, Justin sits down with sales trainer and contractor advocate Doug Wyatt to unpack “closing without conflict.” Doug shares his “grandmother rule,” the seven foundations of effective communication, and why technicians should always present options (good/better/best) without projecting their own wallets onto the customer. He role-plays a simple framework for the #1 stall—“I need to think about it”—by sorting it into three buckets (questions, wrong recommendation, price) and then “reducing to the ridiculous” to reframe value. Doug also digs into mindset, the Pareto principle in your shop, recruiting A players (and curing/cutting culture cancers), and his 52-week path to mastery that ties call center, field, sales, install, and leadership into one continuous implementation rhythm.

Takeaways

• Present real options: many customers will choose premium when they understand value—don’t remove their choice.
• Handle “I need to think about it” with the 3 buckets: more questions, wrong fit, or price—then address the true issue.
• Use “rare listening”: reflect, relate, and keep resistance low—never dismiss concerns.
• Reframe price: “reduce to the ridiculous” (e.g., weekly cost over system life) to connect investment to everyday value.
• Master the third head: ops and technical matter, but communication is the multiplier.
• Build culture intentionally: recruit A players, grow hungry B’s, and address persistent problems decisively.

Chapters

• Opening & why technicians “aren’t salespeople” (and why they actually are)
• The Grandmother Rule & values from the trades
• Options selling: good/better/best without bias
• Role-play: Defusing “I need to think about it”
• Price psychology: get to the real objection, then reframe value
• The three-headed monster: ops, technical, communication
• Pareto in your shop: focus on high-leverage people and activities
• Recruiting & culture: A players, standards, and steady improvement
• 52-week path to mastery & weekly role-plays
• How to claim the free Wordsmith training + giveaway

Keywords

#ServiceWorldExpo #FreedomBlueprintPodcast #DougWyatt #SynergyLearningSystems #HVAC #HomeServices #Contractors #SalesTraining #Communication #OptionsSelling #ObjectionHandling #PriceObjections #GoodBetterBest #Mindset #CallCenter #Technicians #Leadership #Recruiting #ParetoPrinciple #GrandmotherRule #Roleplay #TheWordsmith #52WeekProgram #ClosingWithoutConflict #PremiumPricing #CustomerExperience #Microlearning #LivePodcast #JustinDeese 

Mentioned in this episode:

SERVICE MANAGER ACADEMY 2026

WWW.SERVICEMANAGERTRAINING.COM

Episode Number: 115

Date: November 17, 2025

Duration: 30:10

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Kristin Deese

Company: Virtual CFO for the Trades

Guest Website: kristendeese.com

Summary

In this episode, Justin and Kristin recap a jam-packed travel season as new empty nesters, hitting major industry events like Pantheon, The Wealthy Plumber Hurrah, Vertical Track, Resideo, and Service World Expo. They share real-world stories from the road, from bleeding toenails at Vertical Track to people-watching in Venice Beach and Halloween in Vegas.

Justin walks through their experiment with semi-private flying on JSX and compares the experience to traditional commercial airlines, explaining why time, stress, and flexibility matter more than legroom. The conversation then shifts into business mode as they introduce the upcoming Service Manager Academy and the Freedom Blueprint Live event, talking about why developing strong service managers is such a crucial lever for owners and what they’re seeing in the 2025–2026 revenue climate for the trades.

Whether you’re a home-service owner, a service manager in training, or a contractor couple trying to design a life you love, this episode gives you a behind-the-scenes look at how Justin and Kristin think about travel, events, leadership, and the future of the trades.

Takeaways

• Trade show season is intense—but strategic. Pantheon, Wealthy Plumber, Vertical Track, Resideo, and Service World Expo each serve a different purpose, from networking to deep client work to staying ahead of industry trends.
• Partnerships are basically business marriages. Kristin compares taking on a partner to getting married—you’d better be okay being “married” to that person, because it’s a major, long-term commitment that requires intentionality, not just feelings.
• Semi-private travel (JSX) can be a game-changer. Skipping traditional terminals, security lines, and chaos gave them more time in LA and dramatically reduced travel stress—and in this case, at a fare that was less than a first-class commercial ticket.
• Relationships are the real ROI of events. Reconnecting with long-time friends, clients, and industry partners—and finally meeting Zoom-only clients in person—was a major highlight of Vertical Track and Service World Expo.
• Service managers need real training, not just a new title. Most service managers are promoted technicians who’ve never been taught leadership, coaching, or how to drive ROI—hence the launch of the 12-week Service Manager Academy.
• Freedom Blueprint Live is back in 2026. Justin and Kristin tease their next live event in Pensacola Beach and talk about why timing, location, and industry cycles matter when planning events for contractors.
• The revenue climate is shifting. Many contractors struggled to hit 2025 revenue goals, and Justin and Kristin are watching closely to see how 2026 plays out—and what owners need to do now in budgeting and planning.

Chapters

• 00:00 – Welcome back & crazy fall travel season
• 02:00 – Partnerships vs. marriage: why bringing on a partner is a huge commitment
• 04:00 – Pantheon recap: massive show, great keynotes, and getting lost in the crowd
• 05:30 – The Wealthy Plumber Hurrah & Kristin’s Grand Canyon backpacking detour
• 06:30 – Vertical Track & Garage Door Freedom: finally meeting Zoom clients in person
• 07:30 – Resideo show, alarm vs. HVAC split, and their thoughts on LA vs. “Lower Alabama”
• 08:45 – Venice Beach, Muscle Beach, and world-class people watching
• 10:00 – Why Justin went hunting for alternatives to commercial airlines
• 11:15 – Discovering JSX: what semi-private flying is actually like
• 13:30 – Heading into Vegas, Halloween weirdness, and hiking Red Rock with expo friends
• 16:30 – Service World Expo recap & live podcast stage with Justin and Janeen Norquist
• 20:10 – Bonus podcast episodes dropping Thanksgiving week
• 22:00 – Launching the 12-Week Service Manager Academy: why it matters for owners
• 26:30 – Freedom Blueprint Live 2026 in Pensacola Beach
• 27:30 – Budgets, projections, and curiosity about the 2026 revenue climate
• 29:00 – Gratitude for the trades and closing thoughts

Keywords

#FreedomBlueprintPodcast #JustinDeese #KristinDeese #VirtualCFOForTheTrades #HomeService #TradesBusiness #HVAC #Plumbing #GarageDoor #ContractorCouples #BusinessPartnerships #Pantheon #WealthyPlumber #VerticalTrack #Resideo #ServiceWorldExpo #WeMeanBusiness #JSX #SemiPrivateTravel #BusinessTravel #ServiceManagerAcademy #ServiceManagerTraining #LeadershipDevelopment #OnsiteConsulting #FreedomBlueprintLive #PensacolaBeach #EmptyNestLife #EntrepreneurLife #ContractorLife

Mentioned in this episode:

SERVICE MANAGER ACADEMY 2026

WWW.SERVICEMANAGERTRAINING.COM

Episode Number: 114

Date: November 6, 2025

Duration: 45:24

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Tyler Williams

Company: Mammoth Marketing

Guest Website: — https://tylerwilliams.net/

Summary

From ripping windshields in Alaska to running a 75–80-client marketing agency for plumbers, Tyler Williams shares how niching down, building unforgettable brands (think “cereal box” vans), and focusing on tight service areas can beat deep-pocket competitors. We unpack the evolution from SEO/PPC to LSAs, why consistency and frequency matter more than hacks, and how AI is stripping away ad “placement” complexity—putting creative taste and storytelling back on top. We close with the operational linchpin: answer the phone, script your CSRs, and protect your ad ROI.

Takeaways

• Niche wins: specialize in one trade to go deeper, move faster, and communicate clearer.
• Brand loud: distinctive wraps + consistent presence = familiarity that lowers paid search costs.
• Consistency > spikes: treat marketing as a fixed percentage and multi-channel project, not a month-to-month switch.
• Stack digital + physical: reviews, PPC/LSA, and social work better when paired with community events and sponsorships you actually show up for.
• Win small, expand: dominate a few neighborhoods before chasing the whole metro. “Empires of influence” beat thin spend everywhere.
• AI’s shift: ad placement is commoditizing; creative taste and story are the new edge.
• Protect the spend: scripted, coached CSRs convert marketing into booked jobs.

Chapters

00:00 — Alaska to Florida: Meet Tyler & the Wealthy Plumber event

01:46 — Why Mammoth niched into plumbing (and loves it)

03:40 — Systems: from chaos to scalable ops inside an agency

06:11 — From TV ads to digital: Tyler’s start in advertising

09:30 — The “cereal box” brand approach & Prospector Plumbing origin story

13:00 — Budget by percentage, not vibes: momentum comes from consistency

15:17 — SEO→PPC→LSA: how competition and Google changed the game

20:20 — Digital + physical: events, yard signs, sponsorships that you show up for

24:28 — Don’t “serve Atlanta” with 2 techs: focus your service area

29:45 — AI’s impact: placement commoditized, creativity & curation matter

38:34 — Story sells: testimonials, reviews, and narrative ads

42:20 — Final advice: market more (and better), then answer the phone

Keywords

#PlumbingMarketing #HomeService #Branding #CerealBoxVans #LSA #PPC #SEO #GoogleReviews #CommunityEvents #ServiceAreaStrategy #NichingDown #ProspectorPlumbing #MammothMarketing #AIinMarketing #Storytelling #CSRTraining #PhoneScripts #TradesGrowth #HVAC #Plumbing #Electrical

Date: November 3, 2025

Duration: 40:58

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Brigham Dickinson

Company: Power Selling Pros

Guest Website: powersellingpros.com

Summary

Brigham Dickinson returns for his third appearance to tackle the big question on every owner’s mind: how does AI reshape customer service in the trades? He argues AI is a tool—not the boss—and the companies that win will double down on human connection while using technology to create more presence, speed, and consistency. We compare “McDonald’s vs. Chick-fil-A” service models, talk PE expectations and margins, and walk through concrete ways CSRs and techs can use AI to be more human (not less). You’ll hear Brigham’s Australia story about prepping contractors for tech adoption, why fear of AI is mostly noise, and a 5-part framework (Faith, Forgive, Founder, Feel, Finish) to strengthen body, mind, and spirit so you can lead with clarity in an AI world.

Takeaways

• AI is a lever, not a leader. Use it to coach, prep, and speed up work—but keep people front-and-center on the phones and in homes.
• Pick your model on purpose. “Endless sameness” call centers race to the bottom; a Chick-fil-A-style, human-first approach protects margins and loyalty.
• Presence sells. Great CSRs ask, listen, and surface unspoken needs—turning $200 service calls into comprehensive solutions.
• Technicians: let customers shop. Don’t wallet-judge. Offer modern options (e.g., comfort, IAQ, zoning alternatives) and let the homeowner decide.
• Adopt, don’t abdicate. Test tools, learn from peers, and integrate AI where it makes sense—without surrendering your standards or culture.
• Lead the whole person. Brigham’s “5 F’s”—Faith, Forgive, Founder, Feel, Finish—keep leaders grounded amid rapid change.

Chapters

• Why AI Anxiety Is Overblown (and What to Do Instead)
• McDonald’s vs. Chick-fil-A: Two Service Models, Two Outcomes
• The CSR Advantage: Turning Needs Into Solutions
• Techs: Stop Wallet-Judging, Start Option-Building
• Adopting AI Without Losing Your Soul (or Margins)
• The 5 F’s: Faith, Forgive, Founder, Feel, Finish
• Action Plan for Owners: Train Humans, Let AI Assist

Keywords

#FreedomBlueprintPodcast #BrighamDickinson #PowerSellingPros #HomeService #HVAC #Plumbing #Electrical #CSR #CallCenter #CustomerExperience #AIInTrades #ServiceTitan #ChickFilAModel #McDonaldsModel #SalesProcess #TechnicianTraining #UpsellEthically #PrivateEquity #BusinessLeadership #Mindset #FaithAndWork #SmallBusinessGrowth

Episode Number: 112

Date: October 27, 2025

Duration: — 52:00

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Kristen Deese (Virtual CFO for the Trades)

Company: Virtual CFO for the Trades

Guest Website: — kristendeese.com

Summary

Justin and Kristen break down a practical, no-pressure sales process for home services—from the first CSR touch to in-home presentation, financing, objections, and follow-up. The throughline: educate first, be intentional, and always set the next step. They also hit conference ROI (Pantheon!), why options beat one-price quotes, and how CSRs can “happy call” their way into more booked installs.

Takeaways

• Your sales call starts before the doorbell. Make it easy to do business (online booking/chat) and lead with empathy on the phone.
• CSRs are part of sales. Welcome new customers, ask how they heard about you, and gather “why now?” context.
• Educate first, then present. Use the customer’s own words (hot/cold rooms, pets, air quality) to tailor options.
• Offer options, not ultimatums. Good/Better/Best with clear benefits prevents a 50/50 yes/no trap. Start at “Best,” work down.
• Lead with financing. Present monthly payments on every job; it removes embarrassment and increases close rates.
• Handle “getting other bids” gracefully. Schedule a compare-and-decide visit with all decision makers. Make it a we decision.
• Never leave without a next step. Book a return visit, schedule the install, or set a precise follow-up time.
• Implementation is the silver bullet. Conferences pay when you apply one thing—immediately.

Chapters

• Setting the Stage: Event Season & ROI (Pantheon takeaways)
• Make It Easy to Buy: CSR’s role before the phone even rings
• New Caller Playbook: Welcoming, source tracking, and “why now?”
• In-Home Flow: Intentional first minutes, reading the room, and educating
• Options that Win: Good/Better/Best without overwhelm
• Financing First: Present monthly payments and approvals smartly
• Objections 101: “I’m getting other quotes” → schedule the compare meeting
• Follow-Up that Converts: “Happy call” into a sales call, without the pressure
• Culture Fit: Customer-first vs. revenue-first selling
• Close the Loop: Always leave with a scheduled next action

Keywords

#FreedomBlueprintPodcast #HomeService #HVAC #Plumbing #Electrical #SalesTraining #CSR #ComfortAdvisor #Financing #GoodBetterBest #EducateFirst #FieldSales #ObjectionHandling #FollowUp #Pantheon #ServiceTitan #Implementation #CustomerExperience #KristenDeese #BusinessSpouse #WhenYourBusinessPartnerIsYourSpouse

Episode Number: 111

Date: October 13, 2025

Duration: 43:37

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Josh Crouch

Company: Relentless Digital & Trade Automation Pros

Guest Website:

• Relentless Digital: https://relentless-digital.com
• Trade Automation Pros: https://tradeautomationpros.com

Summary

In this episode of the Freedom Blueprint Podcast, Justin sits down with Josh Crouch—founder of Relentless Digital, co-host of the Service Business Mastery Podcast, and co-creator of Trade Automation Pros. Josh shares his journey from working full-time in HVAC to building an Inc. 5000 company, creating award-winning workplace culture, and helping trades businesses unlock new levels of efficiency with automation and leadership systems.

From the power of one-on-ones and EOS implementation to automating repetitive tasks with tools like Zapier, Josh dives deep into actionable strategies that business owners can use today to grow their companies, retain top talent, and save hours of wasted time. He also offers a practical challenge for listeners to perform a time audit and start thinking strategically about marketing, speed-to-lead, and delegation.

Takeaways

• Why building leadership skills is the ultimate long-term growth strategy.
• How EOS and regular one-on-ones can radically improve team performance and retention.
• The difference between automation, delegation, and optimization—and why the order matters.
• How trades businesses can use AI and Zapier to cut wasted admin hours.
• The importance of "speed to lead" in converting more customers.
• Why culture-focused companies attract and keep A-player employees.

Chapters

00:00 – Meet Josh Crouch: Founder, Podcaster, & Automation Expert

04:00 – From HVAC to Relentless Digital: The Accidental Entrepreneur Story

06:30 – Building an Inc. 5000 Company & Winning Best Places to Work

09:20 – Leadership, Culture, and the Power of One-on-Ones

20:30 – Training, Roleplay, and Building Consistent Processes

25:00 – Tech, Tools & Avoiding the “Silver Bullet” Trap

27:30 – Automation, Delegation & The Zapier Advantage

33:00 – Josh’s Challenge: Time Audit & Marketing Response Speed

38:30 – TAP Into the Future: Upcoming Event in Savannah, GA

41:00 – Why Leadership Skills Can’t Be Automated

Keywords

#FreedomBlueprintPodcast #JustinDeese #JoshCrouch #RelentlessDigital #TradeAutomationPros #Leadership #BusinessGrowth #HomeServiceBusiness #HVACMarketing #Automation #Delegation #EOS #BusinessCulture #EmployeeRetention #SpeedToLead #Zapier #AIInTrades #CustomerExperience #ServiceBusinessMast

Episode Number: 110

Date: October 13, 2025

Duration: 35:02

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Angie Snow

Company: ServiceTitan (Industry Advisor); Co-founder, Snow Business Coaching

Guest Website: ServiceTitan.com | (YouTube) ServiceTitan channel for CSR training

Gift to listeners: Save on the CSR Academy Live (Oct 16–17, Utah) with code FRIEND at CSRAcademy.com

Summary

Angie Snow shares the real story behind her 2007 leap into HVAC, growing a husband-and-wife shop with four techs into a valuable, sellable company—then moving into coaching and her role as an Industry Advisor at ServiceTitan. We dig into the playbook: peer groups (Service Nation), hiring targeted coaches, embracing data (and why switching to ServiceTitan was a revenue inflection point), branding for exit, and implementing relentlessly. Angie also breaks down today’s hot topics—voice agents, AI-assisted dispatching, and practical ways owners can upskill CSRs and dispatchers to boost booking rates and revenue without losing the human touch.

Takeaways

• Implementation beats information: There’s no silver bullet—do the work you learn at events and from mentors.
• Invest in data: Moving to robust reporting changed decisions and growth trajectory.
• Train the front line: CSRs/dispatchers are the first impression; equip them and turnover drops while booking rate rises.
• Brand for the future: Build an asset that’s transferable (not personality-dependent) to maximize exit value.
• Adopt AI as a tool: AI can supercharge routing, reporting, and call support—freeing humans for higher-value work.
• Find your people: Best-practice groups and coaches accelerate every phase of growth.

Chapters

00:00 Welcome + why Angie’s story matters

02:35 Angie’s start in the trades & early realities of ownership

06:39 Building teams: service, install, maintenance—plus early mistakes

09:33 Mentors, Alliance groups, and hiring specialty coaches

14:21 Implementation > information (how to actually execute)

15:29 Pivot to coaching; launching Snow Business Coaching

19:20 Selling the company & life after exit

22:41 Data as rocket fuel: reporting, reviews, and why they switched software

25:49 Servant leadership & the ServiceTitan IPO moment

26:31 CSR/Dispatcher community: monthly Lunch & Learns + free resources

33:00 AI in the trades: dispatching, voice agents, and practical adoption

34:08 CSR Academy Live (Oct 16–17): what attendees will learn

34:48 Final advice: stay on the edge of innovation

Keywords

#FreedomBlueprintPodcast #JustinDeese #AngieSnow #HomeService #HVAC #Plumbing #Electrical #GarageDoor #ServiceTitan #CSRTraining #Dispatcher #CallCenter #BookingRate #BusinessGrowth #WomenInHVAC #AI #VoiceAgents #Implementation #ServiceNation #Pantheon #Entrepreneurship #Leadership #Branding #ExitPlanning #Reviews #DataDrivenTrades

Episode Number: 109

Date: October 6, 2025

Duration: 24:10

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Summary

Justin gets tactical and breaks down the six must-have tools that keep home service owners out of firefighting mode and firmly in control: professional email, a real calendar system, a to-do/task manager, a CRM, cloud storage, and an AI assistant. You’ll hear practical examples (from ditching AOL/iCloud emails to connecting your CRM for automated follow-ups), favorite tools he personally uses (Google Workspace, Todoist, Trello), and why #6—AI—becomes your trainable digital assistant rather than a copy-paste end product. If you want fewer dropped balls, tighter operations, and more proactive days, this episode is your checklist.

Takeaways

• Brand your communication: Use a domain-based professional email to boost trust, consistency, and CRM integrations.
• Own your day with a calendar: One source of truth prevents double-booking, protects focus blocks, and actually makes vacations happen.
• Make progress visible: A to-do list/task manager helps prioritize, capture follow-ups, and rack up quick wins that build momentum.
• Don’t let money slip through cracks: A CRM tracks leads, jobs, follow-ups, and repeat business; choose the right fit (e.g., ServiceTitan, Housecall Pro, Jobber).
• Centralize knowledge: Cloud storage (Google Drive, Dropbox, OneDrive) prevents “lost SOPs” and makes team sharing simple.
• Train your AI, don’t copy/paste it: Use AI (e.g., ChatGPT) as an organized, context-aware assistant for drafts, analysis, and automation—feed it your MVV, avatar, and offers.

Chapters

• Why today’s episode gets tactical
• Tool #1: Professional Email—credibility and consistency
• Tool #2: Calendar—blocking, reminders, and balance
• Tool #3: To-Do/Task Manager—priorities and wins
• Tool #4: CRM—tracking leads, jobs, and revenue
• Tool #5: Cloud Storage—SOPs and docs, all in one place
• Tool #6: AI—how to prompt and “train” your assistant
• Wrap Up: Start/Stop/Continue exercise to implement fast

Keywords

#HomeService #HVAC #Plumbing #Electrical #GarageDoor #ContractorTips #SmallBusiness #BusinessOwner #CRM #ServiceTitan #HousecallPro #Jobber #GoogleWorkspace #ProfessionalEmail #Calendar #TaskManagement #Todoist #Trello #CloudStorage #GoogleDrive #Dropbox #OneDrive #AI #ChatGPT #Operations #Productivity #Leadership #FreedomBlueprintPodcast #JustinDeese

Episode Number: — 108

Date: September 29, 2025

Duration: 36:57

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Bo Rogers

Company: Resideo / Honeywell Home

Guest Website: — Resideo Pro | Professional Support For Contractors & Experts

Gift to listeners: Conference registration fee is $0 for Connect 2025 (you cover travel & hotel).

Summary

Bo Rogers traces a lifetime in the trades—from learning HVAC as a teenager to leading contractor programs at Resideo. He shares the moment sales clicked after a Tempe bootcamp, how implementing a real process changed his business, and why he’s stayed 15 years post-Honeywell spinout. Then we dig into Connect 2025 (Oct 22–25, JW Marriott L.A. LIVE): separate HVAC general session and breakouts, the high-energy Innovation Showcase, new launches like Elite Pro powered by Pro IQ and a dehumidifier, plus a unified First Alert app experience for the smart/connected home. Bo explains why the event is free to attend (sponsors + Resideo pick up on-site costs) and how the real ROI comes from community, networking, and—above all—implementation.

Takeaways

• Implementation beats information. Training only pays off when you put it to work in your pricing, sales steps, and follow-through.
• Connect 2025 is built for HVAC. Dedicated general session, HVAC-specific breakouts, and a hands-on Innovation Showcase.
• New Resideo launches. Elite Pro (powered by Pro IQ) and a dehumidifier debuting at Connect; distributors will have stock by showtime.
• One-app smart home. The First Alert app aims to unify comfort, security, locks (Schlage/Yale), and Genie garage control.
• Cost to attend. Registration is free; meals/events covered on-site. Attendees handle airfare and hotel.

Chapters

00:01 – Welcome + why Bo’s story matters

00:52 – Family roots: octopus furnaces to blower kits

03:30 – Teen installer, pride in the trades, and why AI can’t replace field work (yet)

05:24 – Tempe sales bootcamp: discovering a real process

08:57 – Implementing fast: sales spike and pricing up

11:00 – Selling the business; moving to Arizona; working for others

14:31 – Joining Honeywell (2010) → Resideo spin (2018); roles serving contractors nationally

19:35 – What makes Connect different; community across security & HVAC

26:22 – Innovation Showcase: hands-on demos + product sneak peeks

27:18 – First Alert app: unified smart-home control

29:27 – How to register; what to expect on-site (meals, exec access)

31:59 – Dates & venue recap (Oct 22–25, JW Marriott L.A. LIVE)

33:43 – Why it’s free + the power of community

35:24 – Wrap-up & see you in L.A.

Keywords

#HVAC #HomeService #Resideo #HoneywellHome #Connect2025 #LosAngeles #J WMarriott #LALIVE #SalesProcess #Implementation #SmartHome #FirstAlertApp #Dehumidifier #ElitePro #ProIQ #PremierProPartner #ServiceNation #CertainPath #Nexstar #Trades #Contractors #Arizona #Wisconsin #Tempe #Phoenix #Leadership #Networking #IndustryEvent #FreeRegistration

Episode Number: 107

Date: September 22, 2025

Duration: 32:50

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: podcast@JustinDeese.com

Guest Contact Information

Guest: Chris Michel

Company: Service Nation

Guest Website: ServiceNation.com | ServiceWorldExpo.com (event)

Gift to listeners: Use promo code FREEDOM100 at ServiceWorldExpo.com for a special discount.

Summary

Training Director Chris Michel returns to dig into Service Nation’s newly revamped Boot Camp built around the Seven Pillars—Business Design, HR, Financials, Operations, Sales, Marketing, and Leadership. We unpack how the pillars map to every stage of growth (from startup to scale), why DISC and “working in your genius” accelerates results, and how to apply the 80/20 rule so you stop drowning in to-do’s and start compounding wins. Chris also gives a Service World Expo preview (Las Vegas, Oct 26–30), including front-end workshops, coaching sessions, and what to prioritize so you leave with a focused 30/60-day action plan. Plus: how to leverage the Service Nation network, and a listener discount code: FREEDOM100.

Takeaways

• Seven Pillars = business blueprint: Everything you do fits under Business Design, HR, Financials, Operations, Sales, Marketing, Leadership. Use them to spot gaps fast.
• Stage-based tracks: Whether you’re laying a foundation or maintaining scale, there’s a defined path and classes for each stage.
• Work in your genius: Double down on your strengths; delegate what drains you (e.g., financials vs. sales/leadership).
• Networking is ROI: The Service Nation community gives you mentors, shop tours, and on-call peers who’ve solved your problem before.
• Service World action plan: Don’t chase shiny tools; pick the 1–2 moves that move the needle in 30–60 days. Coaching on the last day helps you commit.
• Bonus: FREEDOM100 discount for Service World Expo registration.

Chapters

• Welcome back, Chris + what’s new at Service Nation
• Why the Seven Pillars framework (and what each one covers)
• Stage-based growth: from startup to maintain/optimize
• DISC in the trades: communicate better, lead better
• “Work in your genius” vs. trying to do it all
• Boot Camp makeover: what to expect in 3 focused days
• Service World Expo preview: workshops, classes, coaching
• Turning events into execution: your 30/60-day plan
• Networking that pays: leveraging the Service Nation family
• Discount details + how to register for Service World

Keywords

#FreedomBlueprintPodcast #ServiceNation #ServiceWorldExpo #BootCamp #SevenPillars #BusinessDesign #HR #Financials #Operations #Sales #Marketing #Leadership #DISCAssessment #HomeService #HVAC #Plumbing #Electrical #GarageDoor #ContractorSuccess #BusinessGrowth #Coaching #Networking #Entrepreneurship #Trades

Episode Number: 106

Date: September 15, 2025

Duration: 26:50

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Billy Gregus

Company: Integrity Refrigeration & HVAC

Guest Website: https://www.integrityrefrigerationandac.com/

 Summary

In this episode of the Freedom Blueprint Podcast, Justin sits down with Billy Gregus, owner of Integrity in Winter Haven, Florida. Billy shares his inspiring journey from helping a friend with HVAC installs to becoming a licensed refrigeration expert and business owner. He opens up about building a company culture that prioritizes family time, mental well-being, and customer service over chasing revenue at all costs.

Billy explains why he avoids the 24/7 grind, how specializing in refrigeration sets his business apart, and why dominating your local market is often more powerful than expanding too quickly. He also reflects on the lessons he’s learned about leadership, work-life balance, and being present—plus, he recommends a book that’s been a game-changer for his personal and professional growth.

Takeaways

• How refrigeration work differs from HVAC and why it can be more profitable
• The importance of protecting your team’s time and avoiding burnout
• Why focusing on your local community can build a stronger, more loyal customer base
• Leadership lessons from the trenches: leading by example and rotating on-call shifts
• Why “being present” is one of the most valuable skills for a business owner
• Book recommendation: Buy Back Your Time by Dan Martell

Chapters

00:00 – Welcome & Introduction

01:40 – Billy’s Start in HVAC and Refrigeration

04:58 – Specializing in Refrigeration and the Profit Potential

06:25 – Protecting Your Team from Burnout

10:28 – Competing in Today’s Gig Economy

11:14 – Focusing on Local Market Dominance

12:27 – Founding Integrity and Taking the Leap

14:47 – Building a Strong Company Culture

16:20 – Redefining Success Beyond Revenue

18:32 – Advice to the 2015 Version of Billy

20:25 – Book Recommendation: Buy Back Your Time

23:26 – Final Leadership and Life Lessons

Keywords

#FreedomBlueprintPodcast #JustinDeese #BillyGregus #HVAC #Refrigeration #Leadership #BusinessCulture #WorkLifeBalance #BuyBackYourTime #DanMartell #LocalBusiness #EntrepreneurJourney #TeamBuilding #ContractorLife #HVACBusiness #TradesBusiness

Host Contact Information

• Host: Justin Deese
• Website: JustinDeese.com
• Contact: Justin@JustinDeese.com

Guest Contact Information

• Guests: Stephanie & David Postell
• Company: Anchor Heating & Air | She Means Business | We Mean Business Conference
• Guest Website: WeMeanBusinessCHS.com
• Gift to listeners: Use code WMB150 to save $150 on registration

Summary

In this episode of the Freedom Blueprint Podcast, Justin sits down with husband-and-wife duo Stephanie and David Postell of Anchor Heating & Air to talk about their upcoming contractor-led conference, We Mean Business. Unlike traditional industry events, this conference is designed specifically for couples in the trades—providing an authentic, no-sales-pitch environment where contractors can connect, learn, and grow together.

From planning a Southern-style welcome party to creating space for real conversations about marriage and business, Stephanie and David share how their vision is helping entrepreneurs unplug, connect, and gain practical tools for long-term success.

Takeaways

• Why many industry conferences feel like sales pitches—and how We Mean Business is different.
• The unique challenges and strengths of running a home service business as a husband-and-wife team.
• The importance of “example therapy” over “talk therapy” when learning from successful couples in the trades.
• How unplugging from the daily grind often sparks the biggest breakthroughs.
• Why authenticity, networking, and shared experiences make this conference one-of-a-kind.

Chapters

00:02 – Welcome back with Stephanie & David Postell

01:07 – Off-road adventures & unplugging as business owners

04:22 – The vision behind a contractor-led conference

07:57 – Why no one is focusing on husband-and-wife teams in the trades

12:29 – The inspiration for creating the We Mean Business event

16:11 – Respecting each partner’s role in the business

20:38 – Why timing matters: November slowdown & planning for 2025

22:25 – Unique experiences: Low Country boil & secret speakeasy party

24:07 – Conference details: dates, location, and registration info

27:35 – Speaker lineup & special guest couples

28:41 – Only 60 couples: Why this event is intentionally intimate

Keywords

#WeMeanBusiness #AnchorHeatingAndAir #HomeServiceSuccess #ContractorLife #TradesBusiness #HusbandWifeBusiness #BusinessSpouse #HVACBusiness #PlumbingBusiness #ElectricalBusiness #EntrepreneurCouples #FreedomBlueprintPodcast

Date: September 1, 2025

Duration: 49:02

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Josh Crouch (Relentless), Tersh (Service Business Mastery Podcast; Trade Automation Pros)

Company: Relentless; Service Business Mastery; Trade Automation Pros

Summary

Justin sits down with Josh and Tersh to dig into practical automation for home service companies—think Trello-based install workflows, warranty tracking, AI-assisted review replies, and turning your “external brain” into daily to-dos. They preview their Tap Into the Future conference in Savannah (Oct 3–5) with a Savannah Bananas game and hands-on “speed-dating” build sessions where attendees implement real automations before Monday. The trio tackles pricing turbulence, bloated tech stacks, and why optimizing processes before automating is the only way to win.

Takeaways

• Optimize → Automate → Delegate: Don’t automate broken processes; fix them first, then layer in automation and handoff.
• Hands-on beats hype: Their event features interactive build tables (e.g., Trello job flow from “sold” to “permit/equipment ordered”) so you leave with working systems.
• Control overhead with connectivity: Too many disconnected apps drive up costs and complexity—map data flow end-to-end.
• Review engine flywheel: Automate empathetic Google review replies and spin those into cross-platform social posts.
• Build an “external brain”: Capture ideas in a single place (e.g., Google Sheet) and auto-convert them into prioritized daily tasks.
• AI ≠ set-and-forget: Models change; prompts and workflows need periodic tuning to stay sharp.

Chapters

00:00 — Welcome, Service Business Mastery & Trade Automation Pros, Savannah Bananas love

01:18 — The Bananas effect: from pushback to sellouts

06:26 — 2025 market weirdness: costs up, conversions down; why efficiency wins

08:36 — Why run an event in October (and how the Bananas inspired it)

10:50 — Format: mixer, ghost tours, interactive Saturday, automation speed-dating Sunday

11:58 — Build-live demo: Trello job/permit/equipment workflow

12:49 — Warranty claims automation (order → return → credit tracking)

16:38 — Humans + automation: free people from low-value data entry

21:05 — Prompt engineering today: still helpful, less mystical

26:31 — Search is shifting; AI browsers, agents, and what’s next

32:49 — Toward agentic, connected companies by decade’s end

34:12 — Centralizing comms vs. scattered texts/emails

38:51 — The “external brain” system & scheduled daily tasks

43:30 — Skool community for step-by-step Zapier/CRM templates

46:23 — Event info & speaker lineup; where to learn more

47:12 — Closing thoughts

Keywords

#HomeService #HVAC #Plumbing #Electrical #TradeAutomation #Zapier #ServiceTitan #HousecallPro #Trello #AIWorkflows #GoogleReviews #CustomerExperience #Operations #ProcessOptimization #MarketingAutomation #Relentless #ServiceBusinessMastery #TradeAutomationPros #SavannahBananas #TapIntoTheFuture

Episode Number: 103

Date: August 25, 2025

Duration: 38:41

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Ryan Chute

Company: Wizard of Ads

Guest Website: RyanChute.com, WizardOfAds.Services, WizardOfAds.com

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Ryan Chute of Wizard of Ads to uncover how home service businesses can move from “invisible” to unforgettable. Ryan shares his journey from the grind of retail to running an eight-figure agency, shaped by his mentorship with Roy H. Williams and the Wizard Academy.

Ryan reveals why most marketing messages fail, how storytelling and entertainment drive customer trust, and why values—not just ads—determine long-term success. From the hidden power of radio to building memorable brandable chunks that stick in customers’ minds, Ryan gives a masterclass in transforming your marketing and your business.

If you want to stop blending in and start standing out, this episode is packed with strategies to help your business go from local to legendary.

Takeaways

• Why traditional “me-too” marketing makes your business invisible.
• How entertainment and storytelling build trust and memorability.
• The difference between values and beliefs—and why your brand needs the former.
• Why radio remains one of the most cost-effective and powerful advertising tools.
• How to use brandable chunks (jingles, slogans, hooks) that customers will sing back to your team.
• Why operations must deliver before marketing can accelerate growth.

Chapters

00:00 – Welcome & Introduction to Ryan Chute

02:00 – Ryan’s Journey into Marketing & Wizard Academy

06:00 – Why Most Digital Marketing Misses the Mark

10:00 – How Wizard of Ads Creates Memorable Brands

14:00 – The Power of Entertainment in Marketing

19:30 – Spending Less on Marketing by Playing the Long Game

21:30 – What Business Owners Must Fix Before Budgeting Ads

24:00 – Values vs. Beliefs: The True Core of Branding

27:30 – Marketing as More Than Ads: Operations & Delivery Matter

29:00 – The Surprising Power of Radio Advertising

33:00 – A Marketing Challenge for Listeners

36:00 – How to Connect with Ryan Chute

37:15 – Closing Thoughts

Keywords

#FreedomBlueprintPodcast #HomeServiceMarketing #WizardOfAds #RyanChute #HVACBusiness #PlumbingBusiness #ElectricalBusiness #MarketingStrategy #BrandBuilding #BusinessGrowth #StorytellingMarketing #RadioAdvertising #CustomerTrust #BusinessValues #Entrepreneurship

Episode Number: 102

Date: August 18, 2025

Duration: 30:39

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Nicole Forbes

Company: Forbes HVAC & Refrigeration

Guest Website: ForbesRefrigeration.com

Summary

In this episode, Justin sits down with Nicole Forbes of Forbes Refrigeration & Air Conditioning in Scottsdale, Arizona, to discuss how she transitioned from a luxury private club career into co-owning a thriving HVAC and refrigeration business with her husband. Nicole shares the story of building a niche-focused company that serves high-end homeowners, private clubs, and wine refrigeration clients. She opens up about the lessons learned from adopting ServiceTitan early, joining best-practice groups, and the importance of building strong team culture. Listeners will take away insights on defining your ideal customer, the power of word-of-mouth marketing, and why leadership growth never stops.

Takeaways

• The power of focusing on a niche market and speaking your customer’s language.
• Why early adoption of the right software can fuel growth.
• Leveraging best-practice groups and coaching programs to accelerate success.
• Building a team culture rooted in integrity and customer care.
• The role of books like E-Myth and Raving Fans in shaping leadership and service excellence.

Chapters

00:00 – Introduction and welcome

01:45 – Nicole’s transition into the family business

03:29 – Adopting ServiceTitan from day one

06:53 – Joining BDR coaching and Rival Digital marketing

08:44 – From competition to collaboration in the trades

10:50 – Professionalizing the HVAC industry

12:28 – Partnering with your spouse in business

15:13 – Serving Scottsdale’s luxury market and wine refrigeration niche

17:55 – The importance of defining your target market

19:32 – Doubling revenue through team culture and integrity

21:27 – Word-of-mouth marketing on the golf course

22:08 – Favorite business books and team reading

26:46 – Leadership lessons learned

28:34 – How to connect with Nicole

Keywords

#FreedomBlueprintPodcast #JustinDeese #NicoleForbes #HVACBusiness #Refrigeration #ServiceTitan #BDR #RivalDigital #HomeServices #BusinessGrowth #TradeBusiness #CustomerExperience #WineRefrigeration #LuxuryHomeServices #LeadershipDevelopment #SmallBusinessSuccess #NicheMarketing #EMyth #RavingFans #WordOfMouthMarketing

Episode Number: 101

Date: August 15, 2025

Duration: 35:47

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Cyndi Warren

Company: Warren Averett

Guest Website: WarrenAverett.com

Guest Email: Cyndi.warren@warrenaverett.com

Summary

In this episode, Justin and guest co-host Kristen welcome Cyndi Warren, Partner at Warren Averitt, to break down the recent sweeping tax legislation and what it means for home service business owners. From bonus depreciation to overtime deductions, R&D expensing to the elimination of certain meal deductions, Cyndi shares practical insights to help you prepare, adapt, and maximize the benefits available. Whether you run a plumbing, HVAC, or electrical business, you’ll walk away with actionable tips to stay compliant and profitable under the new tax landscape.

Takeaways

• Qualified Business Income Deduction extended, potentially saving business owners thousands.
• Bonus depreciation reinstated—100% write-off for equipment placed in service.
• Section 179 vs. bonus depreciation—when to choose one over the other.
• New overtime deduction rules and W-2 reporting changes for 2025.
• Many clean energy credits expiring—plan now if you rely on them.
• R&D expenses can be fully expensed again starting in 2025.
• Employer-provided meals will no longer be deductible after 2025 (with some exceptions).
• 1099 reporting threshold increasing to $2,000 in 2026.

Chapters

00:00 – Welcome & Introductions

02:00 – How fast the new bill became law

05:00 – Qualified Business Income Deduction extended

06:30 – Bonus depreciation vs. Section 179 explained

10:00 – Lessons from selling a business with depreciated assets

11:00 – New overtime deduction rules for employees

15:00 – The end of certain clean energy credits

16:45 – Interest expense deduction changes

18:00 – R&D expenses fully deductible again in 2025

22:00 – Employer-provided meals deduction ending

26:00 – 1099 reporting threshold increase

28:00 – ERTC audits and lessons learned

30:15 – About Warren Averitt and Cyndi’s ideal clients

33:45 – How to connect with Cyndi Warren

Keywords

#FreedomBlueprintPodcast #JustinDeese #CyndiWarren #WarrenAveritt #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalBusiness #TaxPlanning #BonusDepreciation #Section179 #OvertimeDeduction #RAndDExpense #CleanEnergyCredits #BusinessTaxTips #SmallBusinessFinance #QBIDeduction #ERTC #HomeServiceGrowth

Episode Number: 100

Date: August 11, 2025

Duration: 37:04

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Kristen Deese

Company: Virtual CFO for the Trades

Guest Website: KristenDeese.com

Summary

In this special 100th episode celebration, Justin flips the mic on Kristen, the powerhouse behind the Freedom Blueprint Podcast. They reflect on the journey from concept to consistent weekly content, sharing honest insights about the wins, the setbacks (hello, tech fails), and the lessons learned along the way.

Kristen pulls back the curtain on what it really takes to start and grow a podcast in the home service space — including the mindset hurdles, scheduling chaos, evolving tech, and the importance of just starting. Whether you’ve listened to all 100 episodes or this is your first, you’ll walk away inspired to implement and stay consistent in your own business journey.

Takeaways

• Consistency beats perfection. Most podcasts never make it past 10 episodes. Kristen pushed through the doubt and kept going.
• Mindset is everything. The biggest barrier to launching wasn’t gear — it was belief.
• Implementation separates successful business owners from the rest. Ideas are easy. Execution is rare.
• Technology will fail you — prepare anyway. From failed recordings to redundant internet providers, the podcast journey is full of pivots.
• Freedom + Blueprint = Purpose. Kristen explains how the show’s name was chosen to reflect what so many home service business owners lose — and how to reclaim it.

Chapters

00:00 – It’s a Big Dill… I Mean, Deal

01:56 – Why Episode 100 Matters

03:49 – The Break, the Sale, and the Pivot

05:26 – Flipping the Script: Kristen Gets Interviewed

06:08 – Tech Fails and Starting Over

08:51 – Humble Beginnings: A USB Mic and a Window

09:28 – Best Advice from a Podcasting Coach

11:05 – How Guests Were Chosen (Then vs. Now)

12:10 – Guests or Solo Shows? Kristen’s Take

14:03 – Most Impactful Guest: Ara from ServiceTitan

16:10 – The Biggest Challenge: Mindset

18:20 – Why One Episode a Week Was the Right Call

19:03 – Behind-the-Scenes Work and Early Morning Recordings

20:28 – The #1 Thread Among Successful Guests

23:03 – The Value of Runway and Planning Ahead

24:11 – The Story Behind the Name: Freedom Blueprint

26:16 – 10 Years in the Truck? Why Time Flies and Change Matters

28:00 – No More Excuses: Learning the Business

29:12 – What’s Next for the Podcast

30:11 – Kristen’s Thank You to the Listeners

31:41 – Getting Recognized at the Piggly Wiggly?!

32:40 – Got a Topic Request? Let Us Know!

34:46 – Final Thoughts and What’s Coming

Keywords

#FreedomBlueprint #KristenDeese #JustinDeese #HomeServicePodcast #Episode100 #ServiceTitan #BusinessPodcast #TradesBusiness #ImplementationMatters #PodcastJourney #CFOForTheTrades #MindsetShift #HomeServices #EntrepreneurJourney #PodcastLaunch #PlumbingBusiness #HVACSuccess #ElectricalBusiness #BusinessBlueprint #WomenInTrades

Episode Number: 99

Date: August 4, 2025

Duration: 40:06

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: McKena Harless

Company: True North Strategies

Guest Website: PickTrueNorth.com

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese is joined by McKena Harless, founder of True North Strategies. McKena shares her journey of growing up in the trades, learning the family HVAC business from the inside out, and how those experiences shaped her mission to help home service businesses grow through smarter marketing and operational strategies. She dives into the realities of contractor marketing, the importance of building a clear vision for your team, and why every business needs a CMO-style presence—even if they can’t afford one full-time.

Whether you’re a business owner looking to level up your marketing, create stronger operational systems, or simply find more balance in your business, McKena’s story and insights will inspire and equip you for your next stage of growth.

Takeaways

• Why home service companies struggle with marketing and how to fix it
• The six marketing pillars every contractor must focus on
• How to move from reactive to proactive marketing
• Building vision and culture for your team
• Why True North Strategies is designed to be a CMO and COO solution for growing businesses

Chapters

1. Growing up in the trades with Daffin Cooling & Heating
2. Lessons learned from Service Nation and Lemon Seed Marketing
3. The birth of True North Strategies
4. Marketing mistakes contractors make
5. Diagnosing your business for true growth
6. How McKena and her father Tom are helping businesses as a dynamic team

Keywords

#FreedomBlueprintPodcast #HomeServiceBusiness #HVACMarketing #PlumbingBusiness #ElectricalBusiness #TrueNorthStrategies #McKenaHarless #JustinDeese #BusinessGrowth #MarketingStrategy #ContractorSuccess

Episode Number: 98

Date: July 28, 2025

Duration: 28:12

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Tom Jameson

Company: Astro Watt Electrical

Guest Website:  https://www.callastrowatt.com

Summary

In this episode, Justin chats with Tom Jameson, owner of Astro Watt Electrical based in Apex, North Carolina. Since launching in 2019, Tom has grown his business to 14 employees and is on pace for $3M in revenue—all while building a standout company culture rooted in fun, empowerment, and genuine care for both team and customer.

Tom shares how he transitioned from being in the field to leading the business, the lessons he learned from scaling too fast, and the surprising power of a monthly team book club. If you're a business owner looking to grow without losing your soul—or your weekends—this episode is for you.

Takeaways

• Building a fun and empowering culture leads to sustainable growth.
• 
  
• Clarity and focus on residential service work allowed Astro Watt to scale efficiently.
• 
  
• Letting go of control and empowering your team unlocks freedom and growth.
• 
  
• Even small companies should prioritize reinvestment and leadership development early.
• 
  
• Customer experience trumps sales—sometimes the best solution isn’t doing the job at all.
• 
  
• A great culture builds loyalty, collaboration, and a team that truly cares.
• 
  

Chapters

00:00 – Welcome and Introduction

01:00 – Astro Watt Today: Structure, Team, Revenue Goals

03:00 – Creating a Fun and Close-Knit Culture

05:00 – Early Days and the Journey to Residential Focus

08:00 – Stepping Out of the Field & Building Leaders

13:00 – Bottlenecks, Lessons, and Leadership Growth

16:00 – Empowering the Team and Letting Go

20:00 – Life Outside of Work: Golf, Family, and Perspective

22:00 – Lightning Round: Freedom, Decisions, and Advice

25:00 – Final Thoughts: The Power of Team and Book Clubs

Keywords

#ElectricalBusiness #ResidentialService #CompanyCulture #LeadershipLessons #BusinessGrowth #EmpowerYourTeam #FreedomInBusiness #CustomerExperience #HomeServices #AstroWatt #TradesLeadership #JustinDeese #FreedomBlueprintPodcast #TomJameson

Episode Number: 97

Date: July 21, 2025

Duration: 39:21

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Kristen Deese

Company: Virtual CFO for the Trades

Guest Website: KristenDeese.com

Summary

In this powerful and personal episode, Justin is joined by his wife and guest co-host, Kristen Deese, for a candid conversation about one of the biggest leadership blind spots: assigning responsibility without granting authority.

Drawing from real-life experience as business owners — and parents of a Marine — Justin and Kristen dive into the tension leaders face when trying to grow a business while still holding on too tightly. They explore what happens when managers are expected to perform without being truly empowered, and why letting go is not just necessary — it’s a leadership requirement.

From Red Friday traditions and eight-mile ruck marches to hard business truths, this episode blends heart and strategy in a way that will resonate with leaders at every level.

Resources & Mentions:

• How to Lead When You’re Not in Charge by Clay Scroggins

Takeaways

• Why delegation without authority sets your team up to fail
• How to empower managers to lead effectively — even if they’re not “in charge”
• The 80% rule: why “perfect” execution isn’t the goal
• How to support team leaders without micromanaging
• A book recommendation that every leader should read: How to Lead When You’re Not in Charge by Clay Scroggins
• Plus: How one family turned a boot camp milestone into a meaningful tradition of support

Chapters

00:00 – Welcome + Red Friday Tradition

02:00 – The Story Behind the 8-Mile Ruck March

05:30 – Honking for Support & Community Impact

07:30 – Training for the Grand Canyon Hike

09:00 – Storms, Lightning, and Studio Setbacks

10:00 – The Leadership Topic: Delegation & Authority

11:45 – Why Leaders Struggle to Let Go

13:00 – The Problem with Responsibility Without Power

15:00 – Empowering Managers: Clear Goals and Team Commitments

16:30 – Book Recommendation: How to Lead When You're Not in Charge

18:00 – What to Do When a Manager Asks to Fire Someone

20:00 – Final Thoughts: Trust, Ownership, and True Leadership

Keywords

empowering leaders, delegation and authority, how to lead when you’re not in charge, leadership in HVAC business, plumbing and HVAC leadership, business owner mindset, letting go as a leader, empowering your team, leadership challenges in small business, Team management HVAC, Clay Scroggins leadership, service manager authority, Operations manager leadership, HVAC company growth, freedom blueprint podcast, leadership podcast for business owners, Red Friday military support, family-owned business leadership

Episode Number: 96

Date: July 14, 2025

Duration: 34:21

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Ara Mahdessian

Company: Service Titan

Guest Website: www.ServiceTitan.com

Summary

In this episode of the Freedom Blueprint Podcast, host Justin Deese interviews Ara Mahdessian, co-founder and CEO of Service Titan. They discuss the evolution of Service Titan from its inception to becoming a publicly traded company, the importance of leadership and trust in business, and the necessity of focus and prioritization for growth in the home service industry. Ara shares valuable insights on how to lead a team effectively, the significance of customer success, and offers practical advice for business owners looking to grow their operations.

Takeaways

• Service Titan started with a focus on plumbing and expanded based on customer demand.
• The journey to becoming a publicly traded company was unexpected but rewarding.
• Leadership requires a high degree of trust among team members.
• Trust is built on competence, intentions, and commitment.
• Focusing on one thing at a time leads to better execution and results.
• Customer success drives business growth and retention.
• Engagement in critical projects is essential for leaders.
• Ambition should be balanced with realistic execution capabilities.
• Prioritization is key to achieving business goals.
• Using technology like Service Titan can significantly impact business success.

Chapters

00:00 The Journey of Entrepreneurship

00:01 Service Titan's Growth and Industry Impact

02:51 Leadership Lessons Learned

08:36 The Importance of Trust in Leadership

12:55 Prioritization and Bandwidth in Business

18:01 Rapid Fire Questions and Personal Insights

23:52 Advice for Business Growth

Keywords

Service Titan, leadership, home service, business growth, prioritization, customer success, trades, technology, entrepreneurship, trust

Episode Number: 95

Date: July 7, 2025

Duration: 43:45

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Stephanie Postell

Company: Anchor Heating & Air

Website: https://anchorheatingandair.com

TikTok: @anchorheatingandairLLC

Facebook: Anchor Heating and Air LLC

Personal Contact: spostell@anchorheatingandair.com

Summary

In this inspiring episode of the Freedom Blueprint podcast, host Justin Deese sits down with Stephanie Postell, co-founder of Anchor Heating & Air in Charleston, SC. From being fired days before Christmas to building a multi-million-dollar HVAC business, Stephanie and her husband David’s journey is a story of faith, perseverance, and unapologetic community-driven growth.

Stephanie Postell shares how personal branding, authentic leadership, and creative social media strategy helped them build a $9M business in under four years—all while keeping their values front and center. Learn how their focus on culture, community, and connection helped them recruit top talent, grow a loyal customer base, and inspire others in the home services industry.

Takeaways

• Origin Story: How losing a job (twice) became the catalyst for starting Anchor Heating & Air.
• Building a Brand on Trust: Stephanie’s unique take on why authenticity beats paid ads every time.
• Community Marketing: Creative, low-cost ways to build loyalty and generate leads.
• Social media for Recruiting: How TikTok and Facebook have become hiring tools—not just ad platforms.
• Culture that Converts: What makes Anchor a place top techs want to work—and stay.
• Faith & Resilience: The deeper purpose behind their business and the role of faith in their journey.
• Freedom in Business: What it really means to work on your business, not just in it.

Chapters

00:00 – Welcome & Introduction

Justin introduces Stephanie Postell, co-founder of Anchor Heating & Air, and sets the stage for a high-impact conversation.

01:00 – Launching Anchor Heating & Air

Stephanie shares how she and David were unexpectedly fired and used that turning point to build their own HVAC company.

04:30 – Starting a Business… Two Weeks Before COVID

From honeymoon to hustle—how Anchor’s early days were shaped by a pandemic and unexpected adversity.

06:00 – Scaling Fast: From $2K to $9M in Under 4 Years

The key moves and mindset shifts that helped Anchor Heating & Air grow rapidly and profitably.

11:00 – Marketing on a Shoestring Budget

Why community engagement beats paid ads—and the real ROI behind birthday cakes, PTA meetings, and local sponsorships.

16:30 – Rejecting Google PPC & Outmarketing with Authenticity

Stephanie breaks down why Anchor has spent less than $7K on Google ads—and doesn’t regret it.

20:00 – TikTok for Recruiting? Yes, Really.

How a creative approach to social media became Anchor’s secret weapon for hiring top techs.

27:00 – Social Branding = Culture Amplified

Showing the human side of the business through fun, authentic content—and how it drives team loyalty and local awareness.

34:00 – Life Outside the Business

From bourbon collecting to off-road adventures—how Stephanie and David stay connected and grounded as married co-owners.

38:45 – The Freedom Fast Five

Rapid-fire insights on leadership, freedom, growth strategies, and one powerful lesson every business owner needs to hear.

43:45 – Final Thoughts: Culture Before Content

Why the foundation of culture must come before you ever pick up the phone to film a TikTok.

Keywords

HVAC business growth, Plumbing and HVAC leadership, Starting an HVAC company, Anchor Heating and Air Charleston, Stephanie Postell podcast, Justin Deese Freedom Blueprint, Home service business success, HVAC marketing strategies, HVAC recruitment tactics, Community-driven HVAC marketing, Culture in the trades industryHow to grow a service business, Low-budget HVAC marketing ideas, Social media,  recruiting HVAC, TikTok for home services, HVAC company branding, Building a trades business from scratch, Business growth after setback, Creating HVAC company culture, Woman-owned HVAC business, HVAC business startup story, HVAC owners on TikTok, HVAC entrepreneur story, HVAC business using social media, Anchor Heating & Air, Freedom Blueprint Podcast, High Proof Offroad, Pearl Promise, David and Stephanie Postell, HVAC business in Charleston SC, HVAC founders podcast interview

Episode Number: 94

Date: June 30, 2025

Duration: 41:14

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Co-Host Contact Information

Guest Co-Host : Kristen Deese

Company: Virtual CFO

Guest Co-Host Website: www.KristenDeese.com

Guest Co-Host Email: Kristen@KristenDeese.com

Sow The Land: https://www.youtube.com/c/SowtheLand

Summary

In this episode, Justin and Kristen Deese reflect on their first experience raising 50 meat chickens on their property—and the surprising number of business lessons that came with it. From the importance of planning and systems to knowing when to ask for help, they share insights that every home service business owner can relate to. Whether or not you care about chickens, you'll walk away with practical, grounded strategies for building a better business—one stage at a time.

Takeaways

• Start with the end in mind. Like raising chickens, business success requires a clear outcome and a roadmap to get there.
• 
  
• Systems must evolve. What works in the early stages won’t scale—know when to upgrade.
• 
  
• Research matters—but execution matters more. Get educated, but don’t wait forever to act.
• 
  
• Ask for help. Hiring coaches or experts can shortcut costly trial and error.
• 
  
• Measure what matters. The results—just like chicken weights—are worth tracking.
• 
  
• Don’t let emotion block tough decisions. Business leaders must learn to separate care from sentimentality.
• 
  
• Many hands make light work. Delegation and teamwork dramatically increase efficiency.
• 
  

Chapters

00:00 – Welcome to the Chicken Episode

02:00 – Why We Started Homesteading

07:15 – Choosing Meat Chickens: A Short-Term Farm Project

13:30 – Business Begins with Research and a Plan

18:45 – Phase One: The Brooder Stage

24:10 – First Losses and Learning from Mistakes

27:30 – Upgrading Systems as the Business (and Birds) Grow

34:00 – The Power of Routine and Team Buy-In

38:15 – Processing Day: Planning for the Final Step

45:00 – Coaching, Courses, and Outsourcing in Business

53:45 – Emotions vs. Leadership: Making Hard Decisions

59:10 – The Final Product: ROI on 275 Pounds of Chicken

66:00 – Lessons Learned and What We’d Do Differently

72:00 – Applying the Chicken Process to Business Growth

Keywords

#BusinessSystems #LeadershipLessons #HomeServiceSuccess #EntrepreneurMindset #FarmToFreezer #SmallBusinessGrowth #OutsourceWisely #TeamEfficiency #EmotionalDiscipline #ChickensAndBusiness #FreedomBlueprint #JustinDeese #KristenDeese #HomesteadingBusiness #BusinessPlanning #KnowYourWhy

Episode Number: 93

Date: July 23, 2025

Duration: 27:29

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Chris Gist

Company: Paradise Home Services

Guest Website: www.ParadiseHomeServices.com

Guest Email: Chris.Gist@ParadiseHomeServices.com

Summary

In this episode of the Freedom Blueprint Podcast, host Justin Deese and his business partner Chris Gist discuss their journey in entrepreneurship, touching on personal insights, the importance of freedom, leadership lessons, and the significance of creating a positive company culture. They also delve into their experiences in the HVAC industry and share valuable wisdom on maintaining happiness within a growing business.

Takeaways

• Why they value fun as a core business principle
• What freedom really looks like after a business sale
• How brisket, breakfast, and team culture helped build loyalty
• The role of HVAC in their growth (and why variable speed systems are game changers)
• The importance of creating a business that supports happiness, not just profitability

Chapters

00:00 Welcome to the Freedom Blueprint Podcast

03:01 Rapid Fire Questions with Chris

05:08 Defining Freedom as a Business Owner

08:15 Lessons from Selling to Private Equity

10:32 Creating a Positive Company Culture

19:04 Navigating Seasonal Business Trends

23:50 Final Thoughts on Culture and Happiness

Keywords

#FreedomBlueprintPodcast #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #PrivateEquityExit #BusinessGrowth #CompanyCulture #LeadershipLessons #Entrepreneurship #BusinessFreedom #HVACMarketing #ChrisGist #JustinDeese #ChrisGist#ServiceBusinessSuccess #BuildToSell #FunAtWork

Episode Number: 92

Date: June 16, 2025

Duration: 33:25

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Jimmy Speyer 

Company: Glass House

Guest Website: GlassHouse.biz

Summary

In this episode, Justin Deese and Jimmy Speyer discuss the current economic climate and its implications for home service businesses. They explore the concept of recession preparedness, emphasizing the importance of measuring key performance indicators, understanding customer acquisition costs, and the potential benefits of subscription models. The conversation also highlights innovative strategies for maintaining customer relationships and educating them about new technologies. Finally, they provide an overview of Glass House, a company dedicated to helping home service businesses enhance their outreach and profitability.

Takeaways

• Preparedness is key in uncertain economic times.
• Understanding your cost of revenue versus lead cost is crucial.
• Subscription models can smooth out cash flow for businesses.
• Educating customers can lead to increased sales opportunities.
• Proactive outreach is more effective than reactive strategies.
• Measuring performance metrics helps identify underperforming channels.
• Maintaining customer relationships is essential during slowdowns.
• Innovative services can create additional revenue streams.
• Understanding capital costs is vital for business sustainability.
• Glass House offers tools for effective customer outreach.

Chapters

00:00 Introduction and Context Setting

02:19 Understanding Economic Uncertainty

05:23 Preparing for Recession: Key Strategies

08:25 Measuring Performance and ROI

11:29 Innovative Business Models: Subscription Services

14:23 Leveraging Customer Relationships for Growth

17:26 Staying Ahead with Technology and Trends

20:45 The Power of Customer Referrals

24:06 Educating Customers vs. Selling

25:44 Subscription Models in Home Services

27:46 Preparing for Economic Changes

29:10 Introduction to Glasshouse

31:40 Proactive Outreach Strategies

Keywords

recession preparedness, home service businesses, subscription models, economic uncertainty, customer education, capital management, business strategies

Episode Number: 91

Date: June 9, 2025

Duration: 20:15

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Summary

In this episode of the Freedom Blueprint podcast, Justin Deese discusses the complexities of leadership, emphasizing the importance of understanding different leadership styles. He explores the four core styles: visionary, democratic, coaching, and commanding, detailing their strengths and weaknesses. Justin encourages leaders to identify their own style and adapt it to meet the needs of their teams, highlighting the significance of aligning personal and team motivations for effective leadership.

Takeaways

• Leadership is a learned behavior, not just innate.
• Understanding your leadership style can transform team performance.
• There are four core leadership styles: visionary, democratic, coaching, and commanding.
• Effective leadership involves inspiring and clearing obstacles for your team.
• Aligning your 'why' with your team's 'why' is crucial.
• A good culture encourages team loyalty and reduces turnover.
• Self-evaluation and feedback from your team are essential for growth.
• Flexibility in leadership style is important based on team needs.
• Great leaders are aware and willing to adapt their approach.
• Consistent presence and growth as a leader lead to company growth.

Chapters

• 00:00 Introduction to Leadership Challenges
• 00:31 Understanding Leadership Styles
• 02:07 The Importance of Aligning Team and Leader Why
• 04:20 Exploring the Four Leadership Styles
• 06:47 Self-Evaluation and Feedback in Leadership
• 09:29 Adapting Leadership Styles to Team Needs
• 12:04 The Essence of Effective Leadership
• 14:21 Conclusion and Call to Action

Keywords

leadership, leadership styles, team motivation, coaching, commanding, democratic, visionary, business growth, team culture, self-evaluation