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

Show InformationEpisode Number: 123 Date: 12/15/25 Duration: 31:55Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.comGuest Contact InformationGuest: Richard Kohberger (“Blue Collar Nerd”) Company: Blue Collar Nerd / ServiceTitan Guest Website: BlueCollarNerd.comSummaryIn 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.TakeawaysYou 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.ServiceTitan is constantly evolving, and staying current is essential if you want to stay competitive as marketing, technology, and customer expectations change.Video-based learning (like Blue Collar Nerd’s release note breakdowns) helps owners and teams understand new features without slogging through long technical documents.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.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.Dynamic pricing combined with configurable services helps keep your pricebook cleaner, more accurate, and easier for techs to use—while still protecting margins.Eliminating opportunities for human error with better systems isn’t about blaming people, it’s about designing a business that supports them.Chapters00:00 – Welcome & Reunion Justin welcomes Richard “Blue Collar Nerd” Kohberger back and sets the stage for the conversation.01:00 – Born into the Trades (But Not the “Typical Tech”) 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.03:30 – From Ride-Alongs to Realizations 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.06:00 – Moving into the Office & Finding His Lane Richard describes transitioning into operations, taking over inventory, organizing the warehouse, and digging into ServiceTitan, reporting, and payroll.08:00 – Feeling Like an Outsider in the Industry 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.11:00 – Enter the Blue Collar Nerd The origin story of the YouTube channel, combining contracting knowledge, acting skills, and tech fluency to help contractors understand complex software.13:30 – Critiquing ServiceTitan… Then Working With Them 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.16:00 – Why Release Notes Need a Translator Why so many owners ignore release emails and instead rely on video breakdowns and visual examples to understand what actually matters in each update.17:30 – The Ultimate ServiceTitan Guide 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.21:30 – Searchability, AI, and Fast Answers for Teams 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.23:30 – How Real Contractors Are Using the Guide 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.25:30 – Underused Features That Help Technicians 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.28:30 – Dynamic Pricing + Configurable Services How combining dynamic pricing with configurable services keeps pricing accurate while keeping the pricebook lean and more user-friendly for techs.29:30 – Final Thoughts & How to Connect 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 #YouTubeForContractorsMentioned in this episode:SERVICE MANAGER ACADEMY 2026WWW.SERVICEMANAGERTRAINING.COM

Show InformationEpisode Number: 122 Date: December 8, 2026 Duration: 36:19Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.comGuest Contact InformationGuest: Scott Irwin Company: Network Plumbing, Electrical and Air ConditioningEmail: scott@blueskynetwork.com.au Guest Website: https://networkplumbing.com.au/ SummaryIn 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.TakeawaysProcrastination kills growth – pick one thing, implement it, and move; stagnation is the silent business killer.Believe in your worth and price accordingly – many trade owners undercharge for decades and have nothing to show when it’s time to sell.Your existing database is your gold mine – adding trades (like electrical or aircon) to current customers is far cheaper than acquiring new ones.Repeat business is everything – Scott’s company runs on ~72% repeat clientele, dramatically lowering marketing costs and boosting profitability.Software isn’t a magic bullet – ServiceTitan (or any platform) only works if you already have solid processes and a commitment to implementation.AI will hit white-collar first, not the trades – but tech-enabled trades will win; the human relationship still matters most.Take care of your team so they take care of your customers – culture, belief, and genuine care create a place people love to work.Surround yourself with winners, not whiners – top operators in the trades are usually happy to help… if you actually execute on their advice.Chapters00:02 – Meet Scott Irwin: From “Down Under” to the Freedom Blueprint01:02 – Starting in 1987: One Truck, Pagers, and Public Pay Phones02:39 – Growing to 80+ Trucks in Sydney and 40 in Melbourne03:25 – Single-Trade vs Multi-Trade: Why Aussies Are Finally Combining Trades04:44 – Customer Acquisition Costs and the Power of Repeat Clients05:31 – AI, White-Collar Risk, and Why Trades Are Safer (for Now)07:49 – From Yellow Pages to iPhones: How Tech Changed Everything10:06 – ServiceTitan, Reporting, and Letting Data (Not Emotion) Drive Dispatch16:08 – How Scott Helped Bring ServiceTitan to Australia20:22 – Building Community: The Rise of ServiceTitan Events in Australia23:29 – Scott’s Advice to 3–5 Year Owners: Stop Procrastinating & Charge More31:18 – 72% Repeat Clients and Educating Customers for Life32:19 – Culture, Young Techs, and Why Scott Loves Coming to Work35:05 – Empty Nesters, Travel, and an Open Invitation to AustraliaKeywords#FreedomBlueprintPodcast #PlumbingBusiness #HVACBusiness #ElectricalContractor #HomeServices #TradeBusiness #ServiceTitan #FieldServiceSoftware #BusinessGrowth #PricingStrategy #HomeServiceEntrepreneur #AustralianTrades #PlumbingCompany #HVACCompany #DispatchOptimization #CustomerExperience #RepeatBusiness #BlueCollarBusiness #TradeBusinessOwner #SmallBusinessGrowthMentioned in this episode:SERVICE MANAGER ACADEMY 2026WWW.SERVICEMANAGERTRAINING.COM

Show InformationEpisode Number: 121 Date: December 1, 2025 Duration: 15:22Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.comServiceManagerTraining.comSummaryIn 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.TakeawaysThe technician-to-leader transition is the #1 place service managers fail — and it’s predictable.Tough conversations aren’t a personality trait; they’re a teachable leadership skill.Most service managers make decisions on gut, not data, because nobody taught them KPIs.Without documented systems, your service manager becomes the bottleneck that limits growth.Burnout isn’t a badge of honor — it’s a culture problem that destroys great managers.Every challenge is a skill gap, not a character flaw — and skill gaps can be trained.Chapters00:00 — 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 AcademyKeywords#ServiceManager #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalBusiness #LeadershipDevelopment #TechnicianToLeader #BusinessGrowth #ServiceManagerTraining #TradeBusinessSuccess #FreedomBlueprintPodcastMentioned in this episode:SERVICE MANAGER ACADEMY 2026WWW.SERVICEMANAGERTRAINING.COM

Show InformationEpisode Number: 120 Date: Nov 28, 2025 Duration: 32:16Host Contact InformationHost: Justin Deese Website: JustinDeese.com Email: podcast@JustinDeese.comGuest Co-Host: Kristen DeeseWebsite: KristenDeese.comGuest Contact InformationGuests: Justin & Janeen Norquist Company: Just In Time Heating, Air Conditioning & Plumbing Website: www.JustInTimeHeroes.com Emails: • Justin – Justin@JustInTimeHeroes.com • Janeen – Janeen@JustInTimeHeroes.comEpisode DescriptionThe 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.SummaryBuilding 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.TakeawaysExperience ≠ Alignment: A tech with 20 years in the field might still do things the wrong way. Hire for character and train the skill.Six-week ramps are the new norm: Modern tools have drastically shortened the path to productivity for new technicians.Tech unlocks consistency: ServiceTitan forms, digital proposals, and structured processes ensure every customer gets the same quality experience.AI is a force-multiplier: Use it as a thinking partner to refine communication, draft documentation, anticipate team questions, and coach technicians.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.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.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.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.Leaders go first: Personal habits radiate through the entire organization—your team will follow what you model, not just what you say.ChaptersOpening – Live at Service World Expo 2025Just In Time’s journey: launching in 2010 & growing to 24+ employeesWhy hiring for “experience” backfires & culture-first hiring winsFaster training: from year-long apprenticeships to six-week programsHow ServiceTitan created consistency across the teamThe shift to tech-enabled selling: Conduit, smart proposals & digital optionsAI in the trades: writing, coaching, thought-partnering, and leadership supportGenerational differences & evolving leadership stylesSaying goodbye to 24/7 service without losing customersRedefining emergencies & using qualifying questionsDISC as a communication tool & posting profiles for team awarenessThe power of peer support & accountabilityJustin’s daily mile + reading habit and the ripple effect across the teamClosing thoughts & gratitude from the live audienceKeywords#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 #TreadmillAndBooksMentioned in this episode:SERVICE MANAGER ACADEMY 2026WWW.SERVICEMANAGERTRAINING.COM

Show InformationEpisode Number: 119 Date: November 27, 2025 Duration: 29:29Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.comGuest Contact InformationGuest: Julian Crawford Company: APE Services Guest Website: Julian.APEServices@gmail.com SummaryIn 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🌟 Age is just a number when your mindset is growth-driven.💡 Take risks when you have “nothing to lose” — use your season of freedom to learn and build.⚙️ Technology (like AI and smart glasses) can transform the trades.📈 “Hustle like you’re broke” — effort and consistency beat excuses.🧠 Surround yourself with the right people; your circle defines your trajectory.💬 The “magic sauce” for business success: implementation.Chapters00:00 – 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 OpportunityKeywords#FreedomBlueprint #HVAC #Entrepreneurship #YoungEntrepreneur #HomeServices #Plumbing #AI #ServiceWorldExpo #Trades #BusinessGrowth #JustinDeese #JulianCrawford #APEservices #Mindset #Implementation #Leadership #TechnologyInTrades #SmallBusiness #Inspiration #ServiceNationMentioned in this episode:SERVICE MANAGER ACADEMY 2026WWW.SERVICEMANAGERTRAINING.COM

Show InformationEpisode Number: 118 Date: November 26, 2025 Duration: 24:10Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.comGuest Contact InformationGuest: Matthew AbbottCompany: Abbott Family InsuranceGuest Website: Abbottfamilyagency.comGuest email: matthew@abbottfamilyagency.comSummaryLive 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.TakeawaysCFO 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.ChaptersMeet Matthew Abbott & why taxes ≠ growth: setting CFO vs. CPA expectationsWhat 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 reimbursementThe math for contractors: shrinking FICA/FUTA/SUTA and capturing ~$600/employee/yearAudit posture & why public-sector experience mattersTech-forward enrollments: simple portals and mainstream carrier networks/TPAsMEC plans for small teams: affordable entry + optional buy-upsW-2 box details, mortgages, and Social Security averages clarifiedPricing pressure, retention, and avoiding “set it & forget it” benefitsAnnouncement: contactless online pricing tool & how to reach MatthewKeywords#ContractorTaxSavings #Section125 #Section105 #CafeteriaPlan #MedicalReimbursement #SIMRP #SelfInsuredBenefits #FICA #FUTA #SUTA #MECPlans #EmployeeBenefits #HomeServiceContractors #VirtualCFO #Valuation #EBITDA #Recruiting #Retention #PayrollStrategy #ServiceWorld2025Mentioned in this episode:SERVICE MANAGER ACADEMY 2026WWW.SERVICEMANAGERTRAINING.COM

Show Information Episode Number: 117Recorded at Service World Expo (October 2025) Date: November 11, 2025 Duration: 23:52Host Contact Information Host: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.comGuest 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.TakeawaysHard 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” mattersKeywords #GrandCanyon #HermitTrail #ServiceWorldExpo #WomenInTrades #Backpacking #HikingTribe #OutdoorAdventure #RimToRim #Resilience #Mindset #Leadership #Teamwork #Supermoon #LeaveNoTrace #PersonalGrowth #FreedomBlueprintPodcastMentioned in this episode:SERVICE MANAGER ACADEMY 2026WWW.SERVICEMANAGERTRAINING.COM

Show InformationEpisode Number: 116Date: Recorded live at Service World Expo (Oct 2025) Duration: 30:38Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: podcast@JustinDeese.comGuest Contact InformationGuest: Doug WyattCompany: Synergy Learning SystemsGuest Website: SynergyLearningSystems.netGuest Email: info@synergylearningsystems.netGift 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).SummaryLive 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.TakeawaysPresent 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.ChaptersOpening & why technicians “aren’t salespeople” (and why they actually are)The Grandmother Rule & values from the tradesOptions selling: good/better/best without biasRole-play: Defusing “I need to think about it”Price psychology: get to the real objection, then reframe valueThe three-headed monster: ops, technical, communicationPareto in your shop: focus on high-leverage people and activitiesRecruiting & culture: A players, standards, and steady improvement52-week path to mastery & weekly role-playsHow to claim the free Wordsmith training + giveawayKeywords #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 2026WWW.SERVICEMANAGERTRAINING.COM

Show Information Episode Number: 115 Date: November 17, 2025 Duration: 30:10Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.comGuest Contact InformationGuest: Kristin Deese Company: Virtual CFO for the Trades Guest Website: kristendeese.comSummaryIn 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.TakeawaysTrade 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.Chapters00:00 – Welcome back & crazy fall travel season02:00 – Partnerships vs. marriage: why bringing on a partner is a huge commitment04:00 – Pantheon recap: massive show, great keynotes, and getting lost in the crowd05:30 – The Wealthy Plumber Hurrah & Kristin’s Grand Canyon backpacking detour06:30 – Vertical Track & Garage Door Freedom: finally meeting Zoom clients in person07:30 – Resideo show, alarm vs. HVAC split, and their thoughts on LA vs. “Lower Alabama”08:45 – Venice Beach, Muscle Beach, and world-class people watching10:00 – Why Justin went hunting for alternatives to commercial airlines11:15 – Discovering JSX: what semi-private flying is actually like13:30 – Heading into Vegas, Halloween weirdness, and hiking Red Rock with expo friends16:30 – Service World Expo recap & live podcast stage with Justin and Janeen Norquist20:10 – Bonus podcast episodes dropping Thanksgiving week22:00 – Launching the 12-Week Service Manager Academy: why it matters for owners26:30 – Freedom Blueprint Live 2026 in Pensacola Beach27:30 – Budgets, projections, and curiosity about the 2026 revenue climate29:00 – Gratitude for the trades and closing thoughtsKeywords#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 #ContractorLifeMentioned in this episode:SERVICE MANAGER ACADEMY 2026WWW.SERVICEMANAGERTRAINING.COM

Show InformationEpisode Number: 114 Date: November 6, 2025 Duration: 45:24Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.comGuest Contact InformationGuest: Tyler Williams Company: Mammoth Marketing Guest Website: — https://tylerwilliams.net/ SummaryFrom 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.TakeawaysNiche 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.Chapters00:00 — 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 phoneKeywords#PlumbingMarketing #HomeService #Branding #CerealBoxVans #LSA #PPC #SEO #GoogleReviews #CommunityEvents #ServiceAreaStrategy #NichingDown #ProspectorPlumbing #MammothMarketing #AIinMarketing #Storytelling #CSRTraining #PhoneScripts #TradesGrowth #HVAC #Plumbing #Electrical