Freedom Blueprint for Home Services | HVAC, Plumbing, Electrical, Leadership, Business Growth

Show Information Episode Number: 106 Date: September 15, 2025 Duration: 26:50Host Contact Information Host: Justin Deese Website: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact Information Guest: Billy Gregus Company: Integrity Refrigeration & HVAC Guest Website: https://www.integrityrefrigerationandac.com/ SummaryIn 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.TakeawaysHow refrigeration work differs from HVAC and why it can be more profitableThe importance of protecting your team’s time and avoiding burnoutWhy focusing on your local community can build a stronger, more loyal customer baseLeadership lessons from the trenches: leading by example and rotating on-call shiftsWhy “being present” is one of the most valuable skills for a business ownerBook recommendation: Buy Back Your Time by Dan MartellChapters 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 LessonsKeywords #FreedomBlueprintPodcast #JustinDeese #BillyGregus #HVAC #Refrigeration #Leadership #BusinessCulture #WorkLifeBalance #BuyBackYourTime #DanMartell #LocalBusiness #EntrepreneurJourney #TeamBuilding #ContractorLife #HVACBusiness #TradesBusiness

Episode Number: 105Date: September 8, 2025Duration: 30:26Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: Justin@JustinDeese.comGuest Contact InformationGuests: Stephanie & David PostellCompany: Anchor Heating & Air | She Means Business | We Mean Business ConferenceGuest Website: WeMeanBusinessCHS.comGift to listeners: Use code WMB150 to save $150 on registrationSummaryIn 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.TakeawaysWhy 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.Chapters00:02 – 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 intimateKeywords#WeMeanBusiness #AnchorHeatingAndAir #HomeServiceSuccess #ContractorLife #TradesBusiness #HusbandWifeBusiness #BusinessSpouse #HVACBusiness #PlumbingBusiness #ElectricalBusiness #EntrepreneurCouples #FreedomBlueprintPodcast

Episode Number: 104 Date: September 1, 2025 Duration: 49:02Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: Justin@JustinDeese.comGuest Contact InformationGuest: Josh Crouch (Relentless), Tersh (Service Business Mastery Podcast; Trade Automation Pros) Company: Relentless; Service Business Mastery; Trade Automation ProsSummaryJustin 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.TakeawaysOptimize → 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.Chapters00:00 — Welcome, Service Business Mastery & Trade Automation Pros, Savannah Bananas love01:18 — The Bananas effect: from pushback to sellouts06:26 — 2025 market weirdness: costs up, conversions down; why efficiency wins08:36 — Why run an event in October (and how the Bananas inspired it)10:50 — Format: mixer, ghost tours, interactive Saturday, automation speed-dating Sunday11:58 — Build-live demo: Trello job/permit/equipment workflow12:49 — Warranty claims automation (order → return → credit tracking)16:38 — Humans + automation: free people from low-value data entry21:05 — Prompt engineering today: still helpful, less mystical26:31 — Search is shifting; AI browsers, agents, and what’s next32:49 — Toward agentic, connected companies by decade’s end34:12 — Centralizing comms vs. scattered texts/emails38:51 — The “external brain” system & scheduled daily tasks43:30 — Skool community for step-by-step Zapier/CRM templates 46:23 — Event info & speaker lineup; where to learn more 47:12 — Closing thoughtsKeywords#HomeService #HVAC #Plumbing #Electrical #TradeAutomation #Zapier #ServiceTitan #HousecallPro #Trello #AIWorkflows #GoogleReviews #CustomerExperience #Operations #ProcessOptimization #MarketingAutomation #Relentless #ServiceBusinessMastery #TradeAutomationPros #SavannahBananas #TapIntoTheFuture

Show InformationEpisode Number: 103 Date: August 25, 2025 Duration: 38:41Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: Ryan Chute Company: Wizard of Ads Guest Website: RyanChute.com, WizardOfAds.Services, WizardOfAds.com SummaryIn 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.TakeawaysWhy 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.Chapters00:00 – 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 ThoughtsKeywords#FreedomBlueprintPodcast #HomeServiceMarketing #WizardOfAds #RyanChute #HVACBusiness #PlumbingBusiness #ElectricalBusiness #MarketingStrategy #BrandBuilding #BusinessGrowth #StorytellingMarketing #RadioAdvertising #CustomerTrust #BusinessValues #Entrepreneurship

Show Information Episode Number: 102 Date: August 18, 2025 Duration: 30:39Host Contact Information Host: Justin Deese Website: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact Information Guest: Nicole Forbes Company: Forbes HVAC & Refrigeration Guest Website: ForbesRefrigeration.comSummary 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.TakeawaysThe 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 NicoleKeywords #FreedomBlueprintPodcast #JustinDeese #NicoleForbes #HVACBusiness #Refrigeration #ServiceTitan #BDR #RivalDigital #HomeServices #BusinessGrowth #TradeBusiness #CustomerExperience #WineRefrigeration #LuxuryHomeServices #LeadershipDevelopment #SmallBusinessSuccess #NicheMarketing #EMyth #RavingFans #WordOfMouthMarketing

Show Information Episode Number: 101 Date: August 15, 2025 Duration: 35:47Host Contact Information Host: Justin Deese Website: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact Information Guest: Cyndi Warren Company: Warren Averett Guest Website: WarrenAverett.com Guest Email: Cyndi.warren@warrenaverett.comSummary 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.TakeawaysQualified 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 WarrenKeywords #FreedomBlueprintPodcast #JustinDeese #CyndiWarren #WarrenAveritt #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalBusiness #TaxPlanning #BonusDepreciation #Section179 #OvertimeDeduction #RAndDExpense #CleanEnergyCredits #BusinessTaxTips #SmallBusinessFinance #QBIDeduction #ERTC #HomeServiceGrowth

Show InformationEpisode Number: 100Date: August 11, 2025Duration: 37:04Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: Justin@JustinDeese.comGuest Contact InformationGuest: Kristen DeeseCompany: Virtual CFO for the TradesGuest Website: KristenDeese.comSummaryIn 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.TakeawaysConsistency 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.Chapters00:00 – 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 ComingKeywords#FreedomBlueprint #KristenDeese #JustinDeese #HomeServicePodcast #Episode100 #ServiceTitan #BusinessPodcast #TradesBusiness #ImplementationMatters #PodcastJourney #CFOForTheTrades #MindsetShift #HomeServices #EntrepreneurJourney #PodcastLaunch #PlumbingBusiness #HVACSuccess #ElectricalBusiness #BusinessBlueprint #WomenInTrades

Show Information Episode Number: 99Date: August 4, 2025Duration: 40:06Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: McKena Harless Company: True North Strategies Guest Website: PickTrueNorth.com SummaryIn 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.TakeawaysWhy home service companies struggle with marketing and how to fix itThe six marketing pillars every contractor must focus onHow to move from reactive to proactive marketingBuilding vision and culture for your teamWhy True North Strategies is designed to be a CMO and COO solution for growing businessesChaptersGrowing up in the trades with Daffin Cooling & HeatingLessons learned from Service Nation and Lemon Seed MarketingThe birth of True North StrategiesMarketing mistakes contractors makeDiagnosing your business for true growthHow McKena and her father Tom are helping businesses as a dynamic teamKeywords#FreedomBlueprintPodcast #HomeServiceBusiness #HVACMarketing #PlumbingBusiness #ElectricalBusiness #TrueNorthStrategies #McKenaHarless #JustinDeese #BusinessGrowth #MarketingStrategy #ContractorSuccess

Show Information Episode Number: 98 Date: July 28, 2025 Duration: 28:12Host Contact Information Host: Justin Deese Website: JustinDeese.com Contact: Justin@JustinDeese.comGuest 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.TakeawaysBuilding 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 ClubsKeywords #ElectricalBusiness #ResidentialService #CompanyCulture #LeadershipLessons #BusinessGrowth #EmpowerYourTeam #FreedomInBusiness #CustomerExperience #HomeServices #AstroWatt #TradesLeadership #JustinDeese #FreedomBlueprintPodcast #TomJameson

Show Information Episode Number: 97Date: July 21, 2025Duration: 39:21Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: Kristen Deese Company: Virtual CFO for the TradesGuest Website: KristenDeese.comSummaryIn 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 ScrogginsTakeawaysWhy delegation without authority sets your team up to failHow to empower managers to lead effectively — even if they’re not “in charge”The 80% rule: why “perfect” execution isn’t the goalHow to support team leaders without micromanagingA book recommendation that every leader should read: How to Lead When You’re Not in Charge by Clay ScrogginsPlus: How one family turned a boot camp milestone into a meaningful tradition of supportChapters00:00 – Welcome + Red Friday Tradition02:00 – The Story Behind the 8-Mile Ruck March05:30 – Honking for Support & Community Impact07:30 – Training for the Grand Canyon Hike09:00 – Storms, Lightning, and Studio Setbacks10:00 – The Leadership Topic: Delegation & Authority11:45 – Why Leaders Struggle to Let Go13:00 – The Problem with Responsibility Without Power15:00 – Empowering Managers: Clear Goals and Team Commitments16:30 – Book Recommendation: How to Lead When You're Not in Charge18:00 – What to Do When a Manager Asks to Fire Someone20:00 – Final Thoughts: Trust, Ownership, and True LeadershipKeywordsempowering 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