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

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

Show Information Episode Number: 96Date: July 14, 2025Duration: 34:21Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: Justin@JustinDeese.comGuest Contact InformationGuest: Ara MahdessianCompany: Service TitanGuest Website: www.ServiceTitan.comSummaryIn this episode of the Freedom Blueprint Podcast, host Justin Deese interviews Ara Mahdessian, co-founder and CEO of Service Titan. They discuss the evolution of Service Titan from its inception to becoming a publicly traded company, the importance of leadership and trust in business, and the necessity of focus and prioritization for growth in the home service industry. Ara shares valuable insights on how to lead a team effectively, the significance of customer success, and offers practical advice for business owners looking to grow their operations.TakeawaysService Titan started with a focus on plumbing and expanded based on customer demand.The journey to becoming a publicly traded company was unexpected but rewarding.Leadership requires a high degree of trust among team members.Trust is built on competence, intentions, and commitment.Focusing on one thing at a time leads to better execution and results.Customer success drives business growth and retention.Engagement in critical projects is essential for leaders.Ambition should be balanced with realistic execution capabilities.Prioritization is key to achieving business goals.Using technology like Service Titan can significantly impact business success.Chapters00:00 The Journey of Entrepreneurship00:01 Service Titan's Growth and Industry Impact02:51 Leadership Lessons Learned08:36 The Importance of Trust in Leadership12:55 Prioritization and Bandwidth in Business18:01 Rapid Fire Questions and Personal Insights23:52 Advice for Business GrowthKeywordsService Titan, leadership, home service, business growth, prioritization, customer success, trades, technology, entrepreneurship, trust

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