In this episode, John Wilson and guest Rich Jordan dig into one of the scariest (and most valuable) moves you can make in home service: rebranding multiple companies into a single brand.
Rich runs three acquired companies across New Hampshire and New Jersey…and he’s in the middle of rolling them all into one new identity: High Ground Service Pros. They walk through why he’s willingly tearing down a strong local brand (Sanford), what’s driving the decision, and how he’s trying to avoid losing customers, culture, or SEO in the process.
From “house of brands” vs “branded house” to truck wraps, domains, Google Business Profiles, and core values (“seize the high ground”), this is a tactical conversation for anyone growing through acquisition or multi-market expansion.
What You’ll Learn
- When to keep multiple brands vs. going all-in on one — and how that choice impacts growth, culture, and marketing.
- How to execute a rebrand without losing customers — scripts, GBPs, websites, and call center tactics that actually work.
- Where the real ROI comes from — SEO, media, and operational focus once every truck and trade is under a single name.
🎙️ Hosts & Guest
Host
John Wilson
Guest
Rich Jordan
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💼 Special Thanks to AppleTree Business Services!
One of the most common and expensive mistakes in acquisitions is not getting serious about accounting. Whether you’re buying a business or running one, you need the right financial partner. That’s why we’ve partnered with AppleTree Business Services — a one-stop shop fluent in tools like ServiceTitan and Housecall Pro.
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John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC
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