Episoder
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What if your customers could buy a fully installed HVAC system, water heater, or generator directly from your website — at 2 a.m. — without ever talking to a salesperson?
In this episode, Justin Deese sits down with Paul Redman, Co-Founder of Contractor Commerce, the home services industry's first true e-commerce platform for HVAC, plumbing, and electrical contractors. After 10 years working inside a major manufacturer, Paul saw how broken the buying process was for homeowners — and built the solution.
We dig into why putting pricing on your website is no longer optional, how AI is replacing the in-home sales visit, and why contractors who resist this shift are losing leads to ChatGPT, Claude, Angi, and Thumbtack before the phone ever rings.
🔑 What You'll Learn:- Why "competitors will steal my pricing" is a myth (and what the auto industry already proved)
- How online pricing actually INCREASES close rates above 80% on in-home appointments
- The real reason homeowners want pricing upfront — and it's not what you think
- How Contractor Commerce customers are selling water heaters with zero sales involvement
- Why $3M–$5M+ contractors hit "escape velocity" and get the most from e-commerce
- The sales and marketing cost savings (20%+ of revenue) hiding in plain sight
- What's coming next: AI salespeople that work 24/7 on your website
💡 Key Quote:"There's no going back. You've got to have pricing online. It is non-negotiable." — Paul Redman
👤 About the Guest:Paul Redman is the Co-Founder of Contractor Commerce, the platform powering online transactions for thousands of HVAC, plumbing, and electrical contractors — from scrappy startups to billion-dollar private equity platforms.
🔗 Connect with Paul & Contractor Commerce:
- Website: ContractorCommerce.com
- Book a demo: ContractorCommerce.com (click "Talk to Sales" or "Watch Demo on Demand")
- LinkedIn: Search "Paul Redman Contractor Commerce"
⏱️ Chapters:00:00 – Intro: Meet Paul Redman
01:06 – The moment Paul realized contractor sales were broken
03:04 – What Contractor Commerce actually does
05:01 – The ideal contractor size for e-commerce success
07:34 – Why contractors fear posting prices online (and why they shouldn't)
10:50 – The car dealership lesson every contractor needs to hear
13:05 – How online pricing pushed close rates above 80%
15:00 – The Amazon experience… for a water heater
16:31 – Knowing who your customer is (and isn't)
17:29 – The real ROI: sales, marketing, and labor savings
20:00 – Why AI may replace the in-home salesperson
22:07 – What's next for Contractor Commerce
23:09 – How to connect with Paul
24:01 – Final thoughts: the future of contractor sales
🎯 Who This Episode is For:HVAC contractors, plumbing company owners, electrical contractors, home services business owners, private equity operators in the trades, and anyone running a $3M+ contracting business looking to modernize their sales process and reduce customer acquisition costs.
#HVAC #Plumbing #HomeServices #ContractorBusiness #HVACContractor #PlumbingBusiness #ContractorCommerce #HomeServicesMarketing #AIinHomeServices #ContractorPodcast
Mentioned in this episode:
Homeservicehoorah.com
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Authority might get compliance, but trust gets commitment. In this episode of Freedom Fuel, Justin Deese breaks down why trust is the real currency of leadership — and the small daily actions that build it (or quietly destroy it).
If your team had the choice between following your title or following you, which would they pick?
In this episode of Freedom Fuel, Justin Deese tackles the one thing that quietly impacts everything in your business — your culture, your retention, your results, your growth. It's not your pay plan. It's not your marketing. It's not your systems.
It's trust.
Justin walks through why trust moves faster than authority, the three habits that are silently eroding trust on your team right now, and the simple daily actions great leaders use to build it back. If you've been blaming turnover and low morale on a "pay issue," this episode will challenge you to look one layer deeper — because once trust gets fixed, everything changes.
Short. Powerful. Practical. Press play and let's go.
Key TakeawaysAuthority gets compliance. Trust gets commitment. Authority might drive short-term action, but trust drives long-term buy-in, ownership, and momentum.Trust slips quietly. Most leaders don't realize trust is gone until it shows up as missed expectations, turnover, and disengagement.Three things destroy trust: inconsistency, avoiding hard conversations, and lack of follow-through.Every broken promise is a withdrawal from the trust account. Small follow-throughs are how the account gets refilled.Trust is built in tough moments, not easy ones. Predictable standards and hard conversations are where credibility is earned.Same people, same business — different relationships. Fix trust and the entire operation shifts.Leadership isn't about control. It's about credibility.
Episode Timestamps(00:00) — The question every leader should ask: title or you?(00:30) — Why trust impacts everything — culture, retention, results(01:15) — Trust moves faster than authority(02:00) — The 3 things that destroy trust on your team(03:15) — Simple ways to build trust daily(04:00) — Real story: when "pay problems" were really trust problems(05:00) — Your challenge this week + final takeaways
Pull Quotes"Authority might get compliance, but trust gets commitment."
"Every time you don't follow through, you make a withdrawal from the trust account."
"Trust is built in the small daily actions, not big speeches."
"Leadership isn't about control. It's about credibility."
"Same people, same business, different relationships."
Your Challenge This WeekIdentify one area where you're inconsistent.Name one conversation you've been avoiding.Follow through on one commitment today.Start there. Build momentum.
Call to ActionIf this episode hit home, do three things:
Subscribe so you don't miss future Freedom Fuel episodesShare this with a fellow leader who needs to hear itLeave a rating or review — it helps more leaders find the showUntil next time — keep leading, keep growing, and as always, keep crushing it.
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Freedom Blueprint Podcast Hosts: Justin Deese
Guest: Ryan Fenn, Founder & CEO of Chiirp
Episode SummaryJustin Deese sits down with Ryan Fenn, the founder of Chiirp, to break down what actually separates home service companies that convert leads from the ones that burn marketing dollars. Ryan traces his journey from selling windshield repair at gas stations to running a SaaS pushing $1M a month — and explains why the real game has always been the same thing: bridging the gap between a lead and a sale.
Inside the conversation: the 1-minute speed-to-lead rule and the conversion cliff that follows, why "the leads suck" is almost always a follow-up problem, the 12 to 18 touch points it takes to hit max conversion, the texting style that outperforms polished marketing copy, what AI is now revealing after analyzing half a billion messages sent through Chiirp, and why Facebook is about to overtake Google in ad spend — and what that means for contractors.
Why This Episode MattersIf you're spending money on leads — Angi, LSA, Facebook, Google, Thumbtack, anywhere — and your close rate isn't where you want it, the problem usually isn't the lead source. It's the minute after the lead comes in, and the 14 days after that. Ryan lays out, in plain terms, the specific gaps where home service owners leak money and the exact framework Chiirp uses to plug them.
About the GuestRyan Fenn is the founder and CEO of Chiirp, a communication and automation platform built specifically for home service businesses. Before Chiirp, Ryan started his entrepreneurial career selling windshield repair door-to-door, then at gas stations, then built a 7-figure online course teaching others to do the same — all driven through SMS follow-up. He launched Chiirp in 2018, narrowed in on home services around 2021, and has since grown it into a platform integrated with ServiceTitan, Housecall Pro, Jobber, i360, FieldPulse and more, used by operators like Tommy Mello.
Key TakeawaysA lead is a moment in time, not a contact record. When that moment passes, you no longer have a lead — you have a contact. The whole game is reaching them while their brain is still on the problem.One minute is the conversion cliff. After 60 seconds, conversion drops by roughly half. By 3–5 minutes, you've lost half again. By 5–30 minutes, you're close to zero.Maximum conversion sits at 12–18 touch points. Three calls and a shrug isn't follow-up — it's a head start for your competitor.Words matter more than effort. Ryan went from 1-in-10 yeses to 9-in-10 by changing four words at the gas station. The same precision applies to your text scripts.Sound like a friend, not an ad. The highest-converting text messages read like you're texting a buddy, not running a promo. Conversational beats clever.Eternal drip > giving up. Long-tail follow-up at 3, 6, 9, 12 months turns dead leads into hot leads you didn't have to pay for again.AI should make you superhuman, not replace the human. Use it to spark conversations and surface the leads bubbling to the top — then let your sales team close them.Facebook is about to surpass Google in total ad dollars. Intent-based search is getting crowded by private equity money. Demand creation on social is the contractor's escape hatch — if you have a bridge that converts.
Episode Timestamps(00:01) The question every owner should be able to answer: how fast does your team respond to a new lead?(01:07) Ryan's origin story — selling windshield repair door-to-door, then at the gas station(02:28) The big idea: bridging the gap between a lead and a sale(03:34) The 2014 windshield repair course, $2M in sales — all driven through text messaging(05:24) Chiirp's MVP and the three years of struggle before niching down to home services(06:50) How home service owners reshaped the product (ServiceTitan, Housecall Pro, Jobber integrations)(08:40) $30K/mo to $100K/mo from a bedroom during COVID — and the climb to ~$1M/mo(09:30) The customer journey framework: every gap is a place leads die(10:11) A lead is a moment in time, not a contact record(11:59) The 1-minute rule — the conversion cliff backed by Salesforce data(12:50) The DEXA scan story: how one competitor lost a booking by 2 minutes(15:42) Justin's take: speed-to-lead in their own contracting business(17:05) "They tried Angi and the leads sucked" — why the leads aren't actually the problem(18:00) The four-word change at the gas station: 1-in-10 to 9-in-10(20:16) Follow-up as a skill: the 12–18 touch point standard(21:30) The 7–14 day aggressive cadence and the long-tail eternal drip(23:31) Justin's barn story — a year-old lead that closed on a single text(24:49) Chiirp as partner, not just software — taking marketing off the contractor's plate(25:50) Half a billion text messages + AI: what the data is starting to reveal(27:22) The biggest follow-up mistake contractors make on their own(29:24) Why texts that sound human outperform texts that sound like marketing(31:23) The math on manual follow-up — why it breaks at 10 leads a day(33:00) Social media as a lead source: Facebook surpassing Google in ad spend(34:30) Intent-based vs. interrupt-based leads, and how to bridge the second kind(36:42) Home Service Hoorah event mention — VIP sold out, GA running low(37:24) Where to find Ryan and Chiirp
Memorable Quotes"A lead is a moment in time. Once that moment passes, you don't have a lead anymore, you just have a contact."
— Ryan Fenn
"They go, 'I tried Angi, those leads suck.' Well, actually, you suck. People are successful with them for a reason."
— Ryan Fenn
"Text messaging lets you put your arm around the guy, pull him out of the room, shut the door on the thousand other people yelling at him, and have his attention for a few seconds. Don't waste that on an ad."
— Ryan Fenn (paraphrased)
"Use AI to turn you into a superhuman, not to eliminate you from the process."
— Ryan Fenn
Resources & LinksChiirp (book a demo): chiirp.com (note the two i's — C-H-I-I-R-P)Ryan's Skool community on Facebook ads for home services: skool.com/RyanFennConnect with Ryan: Add him as a friend on FacebookHome Service Hoorah event: Tickets at the Freedom Up Blueprint site (VIP sold out at recording)
Action Items for the ListenerTime how long it actually takes your team to respond to a new lead — today, not in theory. If it's over a minute, that's where to start.Audit your follow-up cadence. Count the touch points. If it's under 12, you're leaving money on the table.Read your last 10 outbound texts to leads. If they sound like an ad, rewrite one to sound like you're texting a friend, and A/B it.Build (or turn on) a long-tail drip — 3, 6, 9, 12 months. Year-old leads close. They just need a reason to remember you.Pick one source where you've blamed the lead quality. Now look at your conversion process for that source instead.
Subscribe to Freedom BlueprintBuilt for home service owners who are done playing small ball. Subscribe wherever you get your podcasts so you don't miss the next episode.
Mentioned in this episode:
Homeservicehoorah.com
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When's the last time you actually experienced your business the way your customer does?
In this Freedom Fuel episode, Justin shares the gut-punch moment he had after buying a restaurant and suddenly finding himself on the OTHER side of the counter — dealing with vendors whose systems felt built for them, not for him. And it forced him to ask the hard question: are we doing the same thing to our customers?
This short, focused episode walks you through a 4-Step Be Your Own Customer Audit you can run this week to uncover the invisible gaps that are quietly costing you trust, jobs, and repeat business.
What you'll learn:
Why what feels “normal” inside your business can feel overwhelming to your customerThe 60-second phone call that exposes more than most performance reviewsHow to audit your website, your follow-up, and the full customer journeyThe one question that separates businesses that scale from businesses that stallA simple weekly habit: one honest look, one fixThis episode is for you if:
You run a home service business (HVAC, plumbing, electrical, roofing, remodeling, etc.)You feel like marketing is working but conversions aren't matching upYou want to grow without adding more trucks, ads, or chaos🎯 GRAB THE FREE “Be Your Own Customer Audit” worksheet.
👉 Subscribe so you don't miss future Freedom Fuel episodes.
👉 Share this with a fellow leader who needs to hear it.
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Freedom Blueprint Podcast Hosts: Justin Deese (with Kristen Deese & guest Levi Torres) Recorded: On top of Camelback Mountain, Scottsdale, AZ
This isn't a normal episode. It can't be.Episode 150 marks a milestone Justin never put on a vision board: over one million downloads of the Freedom Blueprint Podcast. To put that in context — 90% of podcasts never make it past episode 3, and roughly 99% of those that do never reach episode 20. Episode 150 with a million listens isn't supposed to happen.
So to mark it, Justin did something stupid and meaningful: he carried his podcast equipment up Camelback Mountain in Scottsdale, Arizona — 1,200 feet of elevation gain in about a mile of scrambling over boulders — and recorded the back half of this episode from the summit alongside his wife Kristen and good friend Levi Torres.
The climb became the metaphor. The plan he had at the trailhead got punched in the face by mile one (as Mike Tyson would say), and what came out at the top was more raw and more useful than what he'd scripted on the way up.
What you'll hear in this episode:The honest truth about what 150 episodes of showing up actually feels like — and the weeks Justin almost quitWhy the listener (yes, you) saved this podcast more times than anyone realizesThe 80-year-old couple who passed them on the trail — twice — and the business lesson hiding in itKristen on discipline: why the people who seem to "have it together" usually just have a different focus and a longer runway of repsLevi on the comparison trap: why pushing your pace to match someone else's costs you the joy of the workThe "you're in a race against yourself" principle and why it applies to every home service business owner listeningWhy you can't just grind harder — you have to grind differently — to get a different resultA live view from the top of Camelback (head to YouTube for the visuals)This one is a love letter to every operator in the trenches, a thank-you to every listener who kept showing up, and a reminder that the climb is the point.
Key TakeawaysShow up before you know it's working. Justin hit publish for months wondering if anyone was listening. Every time he was ready to quit, a DM or a hallway conversation at a trade show pulled him back. Consistency compounds — but only if you're still there when it does.You're in a race against yourself. The 80-year-old couple lapping you on the trail isn't your competition. The version of you from six months ago is.Comparison steals the work. When you push your pace to match someone faster, you stop enjoying what you're doing — and you usually break before they do. Slow down enough to actually live the climb.Discipline is invisible from the outside. When someone seems to be growing faster than you, you're not seeing their reps, their shoes, their elevation training, their 5 a.m. starts. Stop measuring yourself against a highlight reel.Repetition teaches, but only if you adapt. Doing the same hike (or running the same playbook) the same way every time produces the same result. The improvement comes from what you change between attempts.Mind over critter brain. Halfway up, your body will tell you to quit and go to Waffle House. The job is to override that voice with the part of you that already knows you can finish.The plan changes at the top. Mike Tyson was right — everybody has a plan until they get punched in the face. The message Justin planned for the summit wasn't the message he delivered. Trust the moment.
Memorable Quotes"You saved this podcast more times than you will ever know."
"Every time I think I have it figured out, the mountain humbles me."
"It stops being a hobby and starts becoming something else."
"You have to do things different. If you keep doing the same thing every day, it doesn't get better."
"The mountain is the metaphor — for this podcast, for your business, for anything in your life that's actually worth doing."
Show Notes & Timestamps(00:00) Cold open: when's the last time you did something genuinely uncomfortable?(01:00) Celebrating episode 150 — and crossing one million downloads(02:30) The brutal podcast stats (and why most shows die before episode 20)(04:00) "You saved this podcast more times than you'll ever know" — the listener thank-you(06:00) Why a mountain? Introducing Camelback and the metaphor(09:00) Carrying the podcast rig up the trail — and the message Justin planned vs. what actually came out(10:50) Recording from the summit with Kristen and Levi(11:40) The 80-year-old couple, the kid in Crocs, and the comparison trap(13:30) Justin on the "struggle bus" — sitting at a desk and eating wings doesn't make you hike-ready(14:47) Kristen on discipline: what you don't see behind the scenes(17:13) Mind over critter brain — and why "listen to your body" is sometimes a lie(17:47) You have to do things differently to get a different result(20:00) What repetition actually teaches you (and why you need a water backpack)(22:00) Levi's takeaway: slow down and enjoy the journey(22:30) Wrapping up at the summit — head down the mountain
Resources & LinksWatch the full episode with summit footage on YouTube — the view at the top doesn't translate to audioPhotos from the climb on Instagram and FacebookCamelback Mountain, Scottsdale, AZ — Echo Canyon trailGuest: Levi Torres (Colorado — and yes, the altitude training shows)
Call to ActionIf episode 150 hit at the right moment, do the thing Justin built this show on:
Send it to one other operator who needs to hear it this weekLeave a review on Apple Podcasts or Spotify — that's what keeps the show finding new operatorsDM Justin and tell him which episode hit hardest. He reads every one.Here's to the next 150. See you Monday.
Mentioned in this episode:
Homeservicehoorah.com
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Show Information
Episode Number: 149
Duration: 07:35
Date: May 15, 2026
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
SummaryEvery home service business owner makes sacrifices — late nights, missed dinners, weekends on call — but not all sacrifices are created equal.
In this Freedom Fuel episode, Justin breaks down the difference between the sacrifices that build your future and the ones that quietly break your health, your family, and your leadership. When you’re deep in the grind, it’s easy to blur the line between discipline and destruction — and most owners never stop to question it.
You’ll learn why “always grinding” without a finish line isn’t success, how your team mirrors your behavior more than your words, and the two simple filters every decision should pass before you say yes to the next sacrifice.
If you’re building an HVAC, plumbing, electrical, or home service business and feeling the weight of constant grind with no real freedom — this episode will challenge how you define success.
TakeawaysNot all sacrifices are equal — some build your future, others quietly destroy itGrinding without a finish line is not discipline — it’s a dangerous habitYour team mirrors your behavior more than your intentionsHiring, investing, and letting go can create long-term freedomEvery decision should pass two filters: your why and your foundationSuccess without fulfillment is not real successAwareness is what separates growth-driven leaders from burnout-driven operators
Chapters00:00 – The Badge of Honor We Wear
00:45 – The Truth Most Owners Don’t Want to Hear
01:30 – Sacrifices That BUILD You
03:00 – Sacrifices That BREAK You
05:00 – Your Team Mirrors Your Grind
06:15 – Filter #1: Does It Serve Your Why?
07:30 – Filter #2: Does It Protect Your Foundation?
08:45 – The Ten-Second Decision Rule
09:30 – Success Without Fulfillment
Keywords#FreedomBlueprintPodcast #FreedomFuel #JustinDeese #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalContractor #BusinessOwner #Leadership #EntrepreneurMindset #WorkLifeBalance #BurnoutPrevention #BusinessGrowth #HiringStrategy #Delegation #SmallBusinessLeadership #ServiceBusiness #LeadershipDevelopment #MindsetShift
Mentioned in this episode:
Homeservicehoorah.com
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Show Information
Episode Number: 148
Date: May 11, 2026
Duration: 38:33
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: Dan Antonelli
Company: KickCharge Creative
Guest Website: https://www.kickcharge.com/
Gift to listeners: Family-owned letter template and branding resources available at KickCharge.com
SummaryIn this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Dan Antonelli, founder of KickCharge Creative and author of Branded Not Blended, to unpack why branding is one of the most overlooked growth drivers in the home service industry.
With over 31 years of experience and more than 3,000 home service brands developed, Dan explains why branding isn’t just about logos and colors — it directly impacts booking rates, close rates, average ticket size, recruiting, and customer trust. He introduces the concept of becoming “five-mile famous,” showing why community visibility and grassroots marketing outperform blindly throwing money at Google ads and LSAs.
Justin and Dan also dive into how smaller operators can compete against private equity-backed companies without matching their ad spend, why consistency across every customer touchpoint matters, and the hidden ROI of rebranding: improved culture, stronger team morale, and attracting better talent.
If you’re an HVAC, plumbing, electrical, or home service business owner looking to stand out in a crowded market, this episode is packed with practical branding and marketing insights that can reshape how customers — and employees — perceive your company.
TakeawaysBranding directly impacts booking rate, close rate, average ticket, and marketing efficiency“Five-mile famous” community visibility beats relying solely on Google and paid adsFanatical consistency across trucks, uniforms, websites, and signage builds trustFamily-owned businesses have a competitive advantage — if they communicate it clearlyThe best time to invest in branding was yesterday; the second best time is todayStrong branding improves recruitment, morale, and company cultureCustomers often decide they trust you before they ever contact your companyPrivate equity can outspend you online, but they can’t out-community you locally
Chapters00:00 – Intro & Welcome
00:50 – Dan’s 31-Year Journey in Branding
02:23 – What KickCharge Actually Does
03:51 – Why Consistency Builds Trust
06:00 – The Science Behind Brand Impressions
07:33 – The Story Behind the Gettle Brand
10:32 – The Average Size of KickCharge Clients
12:25 – Visibility & “Your Trucks Are Everywhere”
14:00 – Fanatical Consistency Explained
16:46 – Why Consistency Signals Reliability
18:36 – When Should You Invest in Branding?
21:01 – Why Branding Compounds Over Time
22:00 – Becoming “Five-Mile Famous”
24:06 – Grassroots Marketing vs. Expensive LSAs
25:30 – The $35K Sponsorship Strategy
26:54 – Childhood Brand Recognition Story
27:51 – Competing Against Private Equity
30:23 – The CHIRP Message & Family-Owned Advantage
31:00 – The Hidden ROI of Branding
34:39 – Where to Find Dan & His Book
36:41 – Outro
Keywords#FreedomBlueprintPodcast #JustinDeese #DanAntonelli #KickCharge #Branding #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalContractor #MarketingStrategy #BrandStrategy #Leadership #BusinessGrowth #CustomerTrust #CompanyCulture #Recruitment #SmallBusinessMarketing #Entrepreneurship #BrandedNotBlended #ContractorMarketing
Mentioned in this episode:
Homeservicehoorah.com
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Show Information
Episode Number: 147
Date: May 08, 2026
Duration: 06:31
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
SummaryMost home service companies completely overlook one of the easiest revenue opportunities sitting right in front of them—new construction neighborhoods. In this Freedom Fuel episode, Justin breaks down why “new” doesn’t mean “complete” and how homeowners in brand-new homes are actually primed for upgrades.
If you’ve been driving past new developments thinking there’s no opportunity, this episode will shift your mindset. Justin explains the critical 6–24 month window where homeowners are most likely to invest in upgrades—and how your team can position themselves to capture that revenue.
TakeawaysNew construction homes are built to sell, not to optimize comfort or performanceHomeowners don’t know what they want—they only know what they’ve been shownThe biggest opportunity window is between 6–24 months after move-inUpgrades like thermostats, water filtration, and smart tech are easy winsGreat companies don’t wait for calls—they create opportunitiesMissing this window means losing both revenue AND long-term customer relationships
Chapters00:00 – Why new construction is a missed opportunity
01:10 – The mindset that’s costing you money
02:00 – “New” doesn’t mean complete
03:00 – Why homeowners don’t ask for upgrades
04:30 – The 6–24 month opportunity window
06:00 – Simple upgrades that create big value
07:15 – Stop waiting for the phone to ring
08:15 – Action steps: how to target new neighborhoods
09:15 – Final challenge: see new construction differently
Keywords#HomeServiceBusiness #HVAC #Plumbing #Electrical #GarageDoor #ContractorMarketing #ServiceBusinessGrowth #NewConstruction #HomeUpgrades #SmartHome #TechnicianTraining #ServiceManager #BusinessCoaching #LeadGeneration #CustomerExperience #Entrepreneurship #FreedomBlueprintPodcast
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Show Information
Episode Number: 146
Date: May 04, 2026
Duration: 30:16
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: Spencer Pope
Company: Bradford White
Guest Website: https://forthepro.bradfordwhite.com/
Gift to listeners: Free training resources, live support, and access to the For The Pro App
SummaryIn this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Spencer Pope, Manager of Technical Support and Training at Bradford White, to unpack one of the biggest challenges facing the trades today: the growing plumber shortage.
With a projected gap of 500,000 plumbers by 2027 and an aging workforce, Spencer shares what this means for contractors—and more importantly, what to do about it. From hands-on training at Bradford White’s ITEC facility to the shift away from traditional on-the-job training, this conversation highlights how businesses must rethink hiring, training, and retention.
They also dive into culture and leadership, exploring why Spencer has stayed at one company for over 15 years and how a simple mindset shift—investing in your team’s long-term success—can dramatically improve retention. If you’re serious about building a stronger, more resilient team, this episode delivers practical insights you can apply immediately.
TakeawaysThe plumber shortage is accelerating, with a projected 500,000 gap by 2027Hire for soft skills and train for technical abilityTraditional on-the-job training is no longer enough on its ownHands-on, focused training dramatically improves technician performanceInvesting in your team’s growth increases retention—not turnoverStrong company culture is a key driver of long-term employee loyaltyEmpowering employees to contribute ideas strengthens engagementTraining ROI shows up in confidence, speed, and customer experience
Chapters00:00 – Welcome & Spencer’s Background
03:12 – Why He Stayed 15+ Years at One Company
05:58 – Inside Bradford White’s Training Programs
08:33 – The Value of Hands-On Lab Training
10:04 – Why New Talent Isn’t Entering the Trades
11:39 – The 500,000 Plumber Shortage Explained
13:07 – Soft Skills vs. Mechanical Skills
14:43 – Why OJT Alone Falls Short
17:00 – Training Philosophy & Industry Impact
18:14 – Training Length & ROI for Contractors
22:43 – The #1 Culture Tip for Retention
26:35 – The Shift in Today’s Workforce
27:29 – How to Connect with Bradford White
Keywords#FreedomBlueprintPodcast #JustinDeese #SpencerPope #BradfordWhite #PlumbingIndustry #SkilledTrades #LaborShortage #WorkforceDevelopment #BusinessGrowth #Leadership #CompanyCulture #HiringStrategy #EmployeeRetention #TrainingAndDevelopment #ContractorLife #HVAC #PlumbingBusiness #ServiceBusiness #TradeTraining #BlueCollarBusiness
Mentioned in this episode:
Homeservicehoorah.com
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Show Information
Episode Number: 145
Date: May 01, 2026
Duration: 06:55
Host Contact Information
Host: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
SummaryIn this first episode of the new Freedom Fuel series, Justin Deese delivers a powerful leadership truth most business owners avoid: your team is a reflection of you.
If your team lacks accountability, energy, or ownership, the issue may not be them—it may be what you're modeling as a leader. Justin breaks down how culture is created through daily actions, not words, and why leaders must take full ownership if they want their business to grow.
This short, high-impact episode is designed to help home service business owners reset their leadership approach and build stronger, more accountable teams.
TakeawaysYour team mirrors your attitude—positive or negativeWhat you tolerate becomes the standardLeadership habits shape team behaviorAccountability starts at the topCulture problems are usually leadership problems in disguiseReal change starts when the leader changes first
Chapters00:00 – The uncomfortable truth about your team
01:00 – Introducing the Freedom Fuel series
02:00 – The leadership mirror explained
03:00 – Your attitude sets the tone
04:30 – Your habits become the standard
06:00 – Accountability starts with you
07:30 – Why culture problems aren’t what you think
09:00 – Real-world leadership example
11:00 – Action steps for leaders this week
13:00 – Final challenge and call to action
Keywords#Leadership #HomeServiceBusiness #BusinessGrowth #Accountability #CompanyCulture #LeadershipDevelopment #Entrepreneurship #HVACBusiness #PlumbingBusiness #Electricians #ServiceBusiness #TeamLeadership #BusinessCoaching #FreedomBlueprint #MomentumMeetings
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Show Information
Episode Number: 144
Date: April 27, 2026
Duration: 39:52
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: Chris Yano
Company: Yano Group / Prolific Brand Design
Contact Info: theyanogroup.com
SummaryIn this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Chris Yano for a raw and insightful conversation about entrepreneurship, private equity, and life after exit. Chris shares the behind-the-scenes reality of selling his business, the unexpected challenges that followed, and the one critical question he wishes he had asked before signing the deal.
They dive deep into private equity myths, the real impact on the home service industry, and why smaller operators have a massive opportunity right now. Chris also unpacks how he’s building and scaling new ventures with a completely different mindset—focusing on strategy over grind.
From reputation vs. revenue to building businesses that truly serve people, this episode is packed with hard-earned lessons every business owner needs to hear.
TakeawaysThe one question you MUST ask before entering a private equity dealWhy selling your business doesn’t always mean “freedom”The difference between minority vs. majority ownership—and why it mattersHow private equity is actually creating opportunity for smaller businessesWhy “reputation over revenue” is a long-term growth strategyThe power of community, culture, and employee buy-inHow to scale faster by focusing on strategy instead of tacticsWhy owning a small geographic market can outperform broad expansionThe real reason most businesses struggle with churn and hiringHow Chris is building new companies with minimal day-to-day involvement
Chapters00:00 – Welcome & Catching Up with Chris Yano
01:00 – The Private Equity Experience Explained
03:40 – The ONE Question He Didn’t Ask (Costly Lesson)
08:00 – Would He Do the Deal Again?
10:30 – Private Equity: Threat or Opportunity?
15:00 – Why Smaller Businesses Can Win Big Right Now
18:30 – Life After Exit & New Ventures
22:30 – Scaling a Roofing Company from Scratch
25:00 – The “5-Mile Radius” Growth Strategy
27:30 – Rapid Fire Questions (Cars, Life & More)
31:30 – Best Advice Ever: Reputation Over Revenue
36:30 – Building Culture That Actually Retains People
38:00 – Final Thoughts & Where to Find Chris
Keywords#FreedomBlueprintPodcast #JustinDeese #ChrisYano #PrivateEquity #BusinessExit #Entrepreneurship #HomeServiceBusiness #ScalingBusiness #BusinessGrowth #Leadership #ReputationOverRevenue #CompanyCulture #SmallBusinessStrategy #MarketingStrategy #ServiceBusiness #HVAC #PlumbingBusiness #RoofingBusiness #BusinessCoaching #AIinBusiness
Mentioned in this episode:
Homeservicehoorah.com
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Show Information
Episode Number: 143
Date: April 20, 2026
Duration: 42:46
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: Jon Fay
SummaryWhat 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.
TakeawaysWhy “culture of excellence” is the foundation of elite teamsHow the Blue Angels maintain performance with massive annual turnoverThe power of individual accountability in team successWhy trust is non-negotiable in high-performing organizationsHow small mistakes—if handled correctly—create massive improvementThe real meaning of leadership when the margin for error is near zeroWhy hiring for attitude beats hiring for skillHow to implement debrief-style feedback in your businessWhat business owners can learn from military precision and disciplineThe importance of servant leadership in both business and life
Chapters00:00 – 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
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Show Information
Episode Number: 142
Date: April 13, 2026
Duration: 01:07:35
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: Jonathan Whistman
Company: WhoHire / The Sales Boss
Guest Website: https://thesalesboss.com
Gift to listeners: Free resources + hiring frameworks (via website)
🎯 SummaryIn 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.
💡 TakeawaysMost businesses don’t have a hiring problem—they have an environment problemThe best companies don’t find great people… they build systems that create themYour business is always sending signals—whether you realize it or notHiring mistakes can cost your business millions in lost revenueA-player teams aren’t luck—they’re the result of intentional hiring processesIdentity drives performance more than motivation or trainingIf your team isn’t performing, it’s time to look in the mirror—not blame the market
🧭 Chapters00:00 – 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
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Show Information
Episode Number: 141
Date: April 06, 2026
Duration: 13:06
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: Jarrod Scott
Company: Aeroseal
Guest Website: https://aeroseal.com/
SummaryIn 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.
TakeawaysMost HVAC systems lose significant efficiency due to leaky ductworkEven the best installs fail when connected to poor duct systemsAeroseal helps recover system capacity and improve comfort instantlySimplicity sells: calling it “duct repair” dramatically increases close ratesContractors are sitting on untapped revenue inside existing homesMembership customers create the perfect opportunity to introduce this serviceCompanies with strong sales processes benefit most from adding AerosealThe best contractors focus on total home comfort—not just equipment installs
Chapters00:00 – 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
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Show Information
Episode Number: 140
Date: March 30, 2026
Duration: 44:55
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: Joe Strittmatter
Company: Rite NOW
Guest Website: https://callritenow.com/
SummaryIn 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.
TakeawaysWhy 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.”
Chapters00:00 – 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
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Show Information
Episode Number: 139
Date: March 23, 2026
Duration: 54:27
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: Jered Williams
Company: Wahoo Plumbing / Wealthy Plumber
Guest Website: https://wealthyplumber.com
Tickets to HomeService Hoorah homeservicehoorah.com
SummaryIn 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.
TakeawaysWhy Jered started another plumbing company after selling previous businessesThe biggest mistake contractors make when launching marketing campaignsHow Wahoo Plumbing booked a week and a half of calls in just two daysThe difference between demand capture, demand creation, and brand awarenessWhy most contractors misunderstand their marketing mathHow to calculate the number of calls you actually need to hit revenue goalsThe power of Google reviews and how to generate them quicklySimple Facebook strategies that can generate calls for freeWhy understanding your numbers is the key to growing from 1–3 trucks to a scalable company
Chapters00:00 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
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Show Information
Episode Number: 138
Date: March 16, 2026
Duration: 35:32
Host Contact Information
Host: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact Information
Guest: Josh Martin
Company: FieldSpark (Powered by 34Labs)
Guest Website: www.3fourlabs.com
Gift to listeners: Free Demo of FieldSpark AI
SummaryAre 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:
Reinforce consultative sellingImprove closing conversationsIncrease average ticketsBuild consistency across teamsScale without losing controlIf you're growing from $2M to $10M and struggling with trust, performance management, or technician confidence — this conversation will hit home.
TakeawaysSales isn’t manipulation — it’s education.Most technicians struggle with the transition from problem to price.Repetition is the mother of skill — practice matters.AI role play allows techs to practice without pressure.Consistency is critical when scaling.Transparency beats micromanagement.Reinforcement creates better results than correction.A-players want feedback and tools to improve.Technology doesn’t replace people — it empowers them.The companies embracing AI will grow faster than those resisting it.
Chapters00:00 – 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
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Show Information
Episode Number: 137
Date: March 9, 2026
Duration: 10:31
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
SummaryIn 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
Chapters00:00 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
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Show Information
Episode Number: 136
Date: March 02, 2026
Duration: 41:35
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: Jimmy Speyer
Company: Glasshouse
Guest Website: https://glasshouse.biz
Gift to listeners: Free live demo of Glasshouse platform
SummaryIn 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:
How to hire for alignment, not just skillWhy most companies hire wrongThe importance of core values and mission clarityHow to manage rapid growth without breaking cultureWhy transparency and weekly team communication matterIf 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.
TakeawaysCustomer acquisition through Google Ads continues to get more expensive every year.Waiting for homeowners to search is reactive marketing.Proactive outbound neighborhood outreach creates demand instead of waiting for it.Speed to lead isn’t enough — speed to creating the lead matters.Hiring mistakes are expensive financially and culturally.Involve your team in defining core values.Growth requires constant communication and transparency.Meet with your team weekly to maintain alignment during change.Define your culture clearly — and hire only people who match it.Leadership is repetition. Say the mission until you're tired of hearing it.
Chapters00:00 – 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
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Show Information
Episode Number: 135
Date: February 23, 2026
Duration: 55:21
Host Contact InformationHost: Justin Deese
Website: JustinDeese.com
Contact: [email protected]
Guest Contact InformationGuest: 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)
SummaryIn 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:
The philosophy behind TAC technician trainingWhy most tech training failsHow the Home Service Checklist app forces consistency, accountability, and profitabilityWhy slowing techs down actually increases revenueHow call-by-call management changes everythingThis episode is packed with timeless lessons for plumbing, HVAC, and electrical contractors looking to scale without losing quality.
Key TakeawaysThe most successful service businesses still win by mastering the basicsChecklists prevent missed opportunities, callbacks, and lost customersTraining techs how to think beats training them what to replaceDoor-to-door hustle built million-dollar businesses long before Google AdsFewer calls per day can lead to higher tickets and less burnoutSystems create freedom—software just supports themDeclined repairs are future revenue if documented correctly
Chapters00:00 – Welcome & Joe’s 40+ year journey03:00 – Learning the trades the hard way08:30 – Selling HVAC door-to-door11:45 – Financing collapse & pivot to training15:30 – Contractor Success Group & Service Experts20:30 – Why technology doesn’t replace fundamentals25:45 – The problem with traditional technician training31:00 – Inside TAC’s 10-day technician bootcamp37:30 – Why most checklists fail41:00 – Home Service Checklist app explained47:00 – Call-by-call management & higher tickets52:00 – 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
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