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

Show Information Episode Number: 95Date: July 7, 2025Duration: 43:45Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: Stephanie PostellCompany: Anchor Heating & AirWebsite: https://anchorheatingandair.comTikTok: @anchorheatingandairLLCFacebook: Anchor Heating and Air LLCPersonal Contact: spostell@anchorheatingandair.comSummaryIn this inspiring episode of the Freedom Blueprint podcast, host Justin Deese sits down with Stephanie Postell, co-founder of Anchor Heating & Air in Charleston, SC. From being fired days before Christmas to building a multi-million-dollar HVAC business, Stephanie and her husband David’s journey is a story of faith, perseverance, and unapologetic community-driven growth.Stephanie Postell shares how personal branding, authentic leadership, and creative social media strategy helped them build a $9M business in under four years—all while keeping their values front and center. Learn how their focus on culture, community, and connection helped them recruit top talent, grow a loyal customer base, and inspire others in the home services industry.TakeawaysOrigin Story: How losing a job (twice) became the catalyst for starting Anchor Heating & Air.Building a Brand on Trust: Stephanie’s unique take on why authenticity beats paid ads every time.Community Marketing: Creative, low-cost ways to build loyalty and generate leads.Social media for Recruiting: How TikTok and Facebook have become hiring tools—not just ad platforms.Culture that Converts: What makes Anchor a place top techs want to work—and stay.Faith & Resilience: The deeper purpose behind their business and the role of faith in their journey.Freedom in Business: What it really means to work on your business, not just in it.Chapters00:00 – Welcome & Introduction Justin introduces Stephanie Postell, co-founder of Anchor Heating & Air, and sets the stage for a high-impact conversation.01:00 – Launching Anchor Heating & Air Stephanie shares how she and David were unexpectedly fired and used that turning point to build their own HVAC company.04:30 – Starting a Business… Two Weeks Before COVID From honeymoon to hustle—how Anchor’s early days were shaped by a pandemic and unexpected adversity.06:00 – Scaling Fast: From $2K to $9M in Under 4 Years The key moves and mindset shifts that helped Anchor Heating & Air grow rapidly and profitably.11:00 – Marketing on a Shoestring Budget Why community engagement beats paid ads—and the real ROI behind birthday cakes, PTA meetings, and local sponsorships.16:30 – Rejecting Google PPC & Outmarketing with Authenticity Stephanie breaks down why Anchor has spent less than $7K on Google ads—and doesn’t regret it.20:00 – TikTok for Recruiting? Yes, Really. How a creative approach to social media became Anchor’s secret weapon for hiring top techs.27:00 – Social Branding = Culture Amplified Showing the human side of the business through fun, authentic content—and how it drives team loyalty and local awareness.34:00 – Life Outside the Business From bourbon collecting to off-road adventures—how Stephanie and David stay connected and grounded as married co-owners.38:45 – The Freedom Fast Five Rapid-fire insights on leadership, freedom, growth strategies, and one powerful lesson every business owner needs to hear.43:45 – Final Thoughts: Culture Before Content Why the foundation of culture must come before you ever pick up the phone to film a TikTok.KeywordsHVAC business growth, Plumbing and HVAC leadership, Starting an HVAC company, Anchor Heating and Air Charleston, Stephanie Postell podcast, Justin Deese Freedom Blueprint, Home service business success, HVAC marketing strategies, HVAC recruitment tactics, Community-driven HVAC marketing, Culture in the trades industryHow to grow a service business, Low-budget HVAC marketing ideas, Social media,  recruiting HVAC, TikTok for home services, HVAC company branding, Building a trades business from scratch, Business growth after setback, Creating HVAC company culture, Woman-owned HVAC business, HVAC business startup story, HVAC owners on TikTok, HVAC entrepreneur story, HVAC business using social media, Anchor Heating & Air, Freedom Blueprint Podcast, High Proof Offroad, Pearl Promise, David and Stephanie Postell, HVAC business in Charleston SC, HVAC founders podcast interview

Show Information Episode Number: 94 Date: June 30, 2025 Duration: 41:14Host Contact Information Host: Justin Deese Website: JustinDeese.com Contact: Justin@JustinDeese.comGuest Co-Host Contact Information Guest Co-Host : Kristen Deese Company: Virtual CFO Guest Co-Host Website: www.KristenDeese.com Guest Co-Host Email: Kristen@KristenDeese.comSow The Land: https://www.youtube.com/c/SowtheLandSummary In this episode, Justin and Kristen Deese reflect on their first experience raising 50 meat chickens on their property—and the surprising number of business lessons that came with it. From the importance of planning and systems to knowing when to ask for help, they share insights that every home service business owner can relate to. Whether or not you care about chickens, you'll walk away with practical, grounded strategies for building a better business—one stage at a time.TakeawaysStart with the end in mind. Like raising chickens, business success requires a clear outcome and a roadmap to get there.Systems must evolve. What works in the early stages won’t scale—know when to upgrade.Research matters—but execution matters more. Get educated, but don’t wait forever to act.Ask for help. Hiring coaches or experts can shortcut costly trial and error.Measure what matters. The results—just like chicken weights—are worth tracking.Don’t let emotion block tough decisions. Business leaders must learn to separate care from sentimentality.Many hands make light work. Delegation and teamwork dramatically increase efficiency.Chapters 00:00 – Welcome to the Chicken Episode 02:00 – Why We Started Homesteading 07:15 – Choosing Meat Chickens: A Short-Term Farm Project 13:30 – Business Begins with Research and a Plan 18:45 – Phase One: The Brooder Stage 24:10 – First Losses and Learning from Mistakes 27:30 – Upgrading Systems as the Business (and Birds) Grow 34:00 – The Power of Routine and Team Buy-In 38:15 – Processing Day: Planning for the Final Step 45:00 – Coaching, Courses, and Outsourcing in Business 53:45 – Emotions vs. Leadership: Making Hard Decisions 59:10 – The Final Product: ROI on 275 Pounds of Chicken 66:00 – Lessons Learned and What We’d Do Differently 72:00 – Applying the Chicken Process to Business GrowthKeywords #BusinessSystems #LeadershipLessons #HomeServiceSuccess #EntrepreneurMindset #FarmToFreezer #SmallBusinessGrowth #OutsourceWisely #TeamEfficiency #EmotionalDiscipline #ChickensAndBusiness #FreedomBlueprint #JustinDeese #KristenDeese #HomesteadingBusiness #BusinessPlanning #KnowYourWhy

Show Information Episode Number: 93Date: July 23, 2025Duration: 27:29Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: Chris GistCompany: Paradise Home ServicesGuest Website: www.ParadiseHomeServices.comGuest Email: Chris.Gist@ParadiseHomeServices.comSummaryIn this episode of the Freedom Blueprint Podcast, host Justin Deese and his business partner Chris Gist discuss their journey in entrepreneurship, touching on personal insights, the importance of freedom, leadership lessons, and the significance of creating a positive company culture. They also delve into their experiences in the HVAC industry and share valuable wisdom on maintaining happiness within a growing business.TakeawaysWhy they value fun as a core business principleWhat freedom really looks like after a business saleHow brisket, breakfast, and team culture helped build loyaltyThe role of HVAC in their growth (and why variable speed systems are game changers)The importance of creating a business that supports happiness, not just profitabilityChapters00:00 Welcome to the Freedom Blueprint Podcast03:01 Rapid Fire Questions with Chris05:08 Defining Freedom as a Business Owner08:15 Lessons from Selling to Private Equity10:32 Creating a Positive Company Culture19:04 Navigating Seasonal Business Trends23:50 Final Thoughts on Culture and HappinessKeywords#FreedomBlueprintPodcast #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #PrivateEquityExit #BusinessGrowth #CompanyCulture #LeadershipLessons #Entrepreneurship #BusinessFreedom #HVACMarketing #ChrisGist #JustinDeese #ChrisGist#ServiceBusinessSuccess #BuildToSell #FunAtWork

Show Information Episode Number: 92Date: June 16, 2025Duration: 33:25Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: Jimmy Speyer Company: Glass HouseGuest Website: GlassHouse.bizSummaryIn this episode, Justin Deese and Jimmy Speyer discuss the current economic climate and its implications for home service businesses. They explore the concept of recession preparedness, emphasizing the importance of measuring key performance indicators, understanding customer acquisition costs, and the potential benefits of subscription models. The conversation also highlights innovative strategies for maintaining customer relationships and educating them about new technologies. Finally, they provide an overview of Glass House, a company dedicated to helping home service businesses enhance their outreach and profitability.TakeawaysPreparedness is key in uncertain economic times.Understanding your cost of revenue versus lead cost is crucial.Subscription models can smooth out cash flow for businesses.Educating customers can lead to increased sales opportunities.Proactive outreach is more effective than reactive strategies.Measuring performance metrics helps identify underperforming channels.Maintaining customer relationships is essential during slowdowns.Innovative services can create additional revenue streams.Understanding capital costs is vital for business sustainability.Glass House offers tools for effective customer outreach.Chapters00:00 Introduction and Context Setting02:19 Understanding Economic Uncertainty05:23 Preparing for Recession: Key Strategies08:25 Measuring Performance and ROI11:29 Innovative Business Models: Subscription Services14:23 Leveraging Customer Relationships for Growth17:26 Staying Ahead with Technology and Trends20:45 The Power of Customer Referrals24:06 Educating Customers vs. Selling25:44 Subscription Models in Home Services27:46 Preparing for Economic Changes29:10 Introduction to Glasshouse31:40 Proactive Outreach StrategiesKeywordsrecession preparedness, home service businesses, subscription models, economic uncertainty, customer education, capital management, business strategies

Show Information Episode Number: 91Date: June 9, 2025Duration: 20:15Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comSummaryIn this episode of the Freedom Blueprint podcast, Justin Deese discusses the complexities of leadership, emphasizing the importance of understanding different leadership styles. He explores the four core styles: visionary, democratic, coaching, and commanding, detailing their strengths and weaknesses. Justin encourages leaders to identify their own style and adapt it to meet the needs of their teams, highlighting the significance of aligning personal and team motivations for effective leadership.TakeawaysLeadership is a learned behavior, not just innate.Understanding your leadership style can transform team performance.There are four core leadership styles: visionary, democratic, coaching, and commanding.Effective leadership involves inspiring and clearing obstacles for your team.Aligning your 'why' with your team's 'why' is crucial.A good culture encourages team loyalty and reduces turnover.Self-evaluation and feedback from your team are essential for growth.Flexibility in leadership style is important based on team needs.Great leaders are aware and willing to adapt their approach.Consistent presence and growth as a leader lead to company growth.Chapters00:00 Introduction to Leadership Challenges00:31 Understanding Leadership Styles02:07 The Importance of Aligning Team and Leader Why04:20 Exploring the Four Leadership Styles06:47 Self-Evaluation and Feedback in Leadership09:29 Adapting Leadership Styles to Team Needs12:04 The Essence of Effective Leadership14:21 Conclusion and Call to ActionKeywordsleadership, leadership styles, team motivation, coaching, commanding, democratic, visionary, business growth, team culture, self-evaluation

Show Information Episode Number: 90Date: June 2, 2025Duration:  13:31Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: Jeff GabelsbergCompany: Jolly Goat Garage DoorsGuest Website: https://jollygoatgaragedoors.com/SummaryIn this episode of the Freedom Blueprint podcast, Justin Deese interviews Jeff, the owner of Jolly Goat Garage Doors, discussing the evolution of the garage door industry, the importance of branding, and the unique market opportunities in smaller towns. Jeff shares insights from his 30 years in the industry, the challenges of rebranding, and how community engagement through their mascot, a goat, has positively impacted their business. The conversation highlights the significance of quality service and the potential for growth in the garage door market.TakeawaysThe garage door industry has seen significant growth in recent years.Rebranding can transform a business's market presence and customer recognition.Community engagement through unique branding can attract customers.Smaller towns often have unmet needs for quality garage door services.Quality service and customer relationships are key to business success.Technology is playing a larger role in the garage door industry.The importance of having a memorable brand name cannot be overstated.Higher-end products can lead to better customer satisfaction and loyalty.Understanding market demands in rural areas can lead to business expansion.The journey of entrepreneurship involves continuous learning and adaptation.Chapters00:00 Introduction to the Garage Door Industry03:03 The Evolution of Jolly Goat Garage Doors05:59 Branding and Community Engagement08:49 Market Opportunities in Smaller Towns11:50 Conclusion and Future AspirationsKeywordsgarage doors, Jolly Goat, branding, community engagement, market opportunities, service industry, technology, business growth, customer service, home improvement

Show Information Episode Number: 89Date: May 26, 2025Duration: 28:09Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: Kristen DeeseCompany: Virtual CFOGuest Website: www.KristenDeese.comGuest Co-Host Email: Kristen@KristenDeese.comGlassHouse https://www.glasshouse.biz/NorthStar Marketing https://www.picktruenorth.com/CES https://www.trustces.com/PowerSelling Pros https://powersellingpros.com/Wealthy Plumber https://www.skool.com/wealthyplumber/aboutTrades AI https://www.skool.com/automation-foundation/aboutSummaryIn this episode of the Freedom Blueprint podcast, Justin and Kristen Deese reflect on their recent workshop event, discussing the insights gained, the importance of networking, and the role of AI in home services. They share their experiences with attendees, the value of collaboration, and the excitement for future events, emphasizing the community aspect of their work.TakeawaysThe workshop exceeded expectations in terms of engagement and learning.Networking opportunities were abundant and beneficial for attendees.The event focused on building knowledge progressively over two days.AI and automation can significantly enhance efficiency in home services.Collaboration among different industries led to valuable insights.The importance of going back to basics in business practices was highlighted.Attendees appreciated the structured flow of the workshop content.The event fostered a sense of community among participants.Future events are already being anticipated by attendees.Celebrating milestones, like anniversaries, adds a personal touch to events.Chapters00:00 Workshop Reflections and Insights12:45 Networking and Collaboration in Home Services27:53 Future Events and Community EngagementKeywordsVirtual CFO, PowerProfitWorkshop.com, workshop, networking, home services, AI, automation, leadership, business growth, KPIs, collaboration, event planning

Show InformationEpisode Number: 88Date: May 19, 2025Duration: 26:40Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuestSam PrestonContact: Sam@ServiceScalers.com Website: www.ServiceScalers.comSummaryIn this episode of the Freedom Blueprint podcast, Justin Deese speaks with Sam Preston from Service Scalers about the intricacies of digital marketing in the home service industry. They discuss the importance of customer acquisition, the role of AI in marketing, and the need for businesses to understand their conversion rates. Sam shares insights on how to effectively manage marketing channels and the significance of geographical strategies. The conversation emphasizes the necessity of mastering customer acquisition and the impact of social media marketing.TakeawaysService Scalers focuses on high-converting websites for home services.Niche marketing can lead to significant growth opportunities.Understanding ROI in digital marketing is crucial for success.Conversion rates often reveal deeper issues in business operations.AI can enhance marketing strategies and efficiency.Customer acquisition should be the primary focus of service businesses.Master one marketing channel before expanding to others.Geographical targeting is essential for effective marketing.Social media can be leveraged differently based on the service type.Enjoying life while growing a business is important.Chapters00:00 Introduction to Service Scalers01:04 The Journey into Home Services03:57 Understanding Digital Marketing ROI06:50 Identifying Conversion Issues09:55 Leveraging AI in Marketing12:29 The Importance of Customer Acquisition14:50 Mastering Marketing Channels18:41 Geographical Marketing Strategies21:30 Social Media Marketing Insights23:43 Closing Thoughts and WisdomKeywordsService Scalers, digital marketing, home services, customer acquisition, AI in marketing, marketing strategies, conversion rates, social media marketing, ROI, home service industry

Show Information Episode Number: 87Date: May 12, 2025Duration: 36:24Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: Rory KruegerCompany: Krueger Heating Cooling and Geothermal Guest Website: www.callkrueger.comSummaryIn this episode of the Freedom Blueprint podcast, Justin Deese welcomes back Rory Krueger to discuss insights from the recent Service Nation Boston Summit and strategies for preparing HVAC businesses for the busy season. Rory emphasizes the importance of customer service, particularly how calls are answered, and the need for effective networking within the industry. He shares actionable tips for improving customer interactions and highlights the significance of collaboration among contractors to elevate the entire industry.TakeawaysStart with the way you answer the phone.Nothing happens until the phone rings.Develop a customer intake delivery system.Focus on the homeowner's experience, not just the broken item.The words we choose to use matter.Networking can elevate the entire industry.Training for CSRs is as important as for technicians.Implementing systems can improve customer satisfaction.Rising tides lift all boats in business.Be proactive in reaching out and collaborating with peers.Chapters00:00 Introduction and Background03:04 Insights from the Boston Summit06:01 Networking and Learning from Others08:56 The Importance of Implementation12:09 Customer Service and the Phone Process14:59 Preparing for the Busy Season18:01 Understanding Customer Needs20:52 Creating a Positive Customer Experience23:46 The Role of Networking in Business27:12 Closing Thoughts and AdviceKeywordsHVAC, busy season, customer service, networking, Service Nation, business growth, industry insights, operational efficiency, customer experience, training

In this episode of the Freedom Blueprint podcast, Justin Deese interviews James Hatfield from LiveSwitch, exploring his journey from home services to technology innovation. James shares insights on how LiveSwitch is revolutionizing the home services industry with live video technology, enhancing customer experience, and improving operational efficiency. He discusses the importance of philanthropy, entrepreneurship programs for incarcerated individuals, and the future of staffing solutions in the industry. The conversation emphasizes the significance of building trust through video communication and networking on platforms like LinkedIn.TakeawaysJames Hatfield transitioned from home services to technology by educating himself in accounting and business.LiveSwitch started as a way to improve emergency response through live video technology.The company has developed a program to help incarcerated individuals become entrepreneurs.Live video technology is transforming the home services industry by enhancing customer experience and operational efficiency.Using live video can help businesses save time and resources by reducing unnecessary site visits.The technology allows for better communication and trust-building with customers during emergencies.Virtual assistants can provide staffing solutions for home service companies, reducing costs and improving service.Networking on LinkedIn can lead to valuable connections and business opportunities.LiveSwitch's technology can help document customer interactions and improve accountability.The future of home services may involve more virtual communication and less reliance on in-person visits.Episode Number: 86Date: May 5, 2025Duration: Host: Justin DeeseWebsite: www.JustinDeese.comContact: Justin@JustinDeese.comGuest: James HattfieldCompany: LiveSwitch Website: LiveSwitch.comhttps://www.linkedin.com/in/james-hatfield/Live Demo: https://book-a-demo.referral-factory.com/ugFihtncChapters00:00 From Home Services to Tech Innovator03:01 Philanthropy and Entrepreneurship05:54 Revolutionizing Emergency Response08:57 Transforming Home Services with Live Video11:48 Enhancing Customer Experience14:47 Leveraging Technology for Business Growth20:42 Revolutionizing Sales Calls with Technology21:36 The Customer Journey: From Inquiry to Engagement23:57 Enhancing Customer Trust Through Visual Communication25:29 Streamlining Technician Operations for Better Service27:52 Leveraging Technology for Emergency Situations29:29 Building Trust in High-Stress Scenarios30:36 Exploring Global Talent for Local Businesses33:34 Networking and Building Relationships for GrowthKeywordsLiveSwitch, home services, technology, entrepreneurship, customer experience, video communication, staffing solutions, emergency response, business growth, networkingJustin Deese, Freedom Blueprint Podcast, When Your Business Partner is Your Spouse, Kristen Deese Mentioned in this episode:Power Profit Workshop 2025- PowerProfitWorkshop.com