Podcast
Freedom Blueprint for Home Services | HVAC, Plumbing, Electrical, Leadership, Business Growth
Hosted by Justin Deese | Home Service Industries · EN
Welcome to the Freedom Blueprint Podcast! Host Justin Deese delivers practical advice from his decades in the home service industry. Each week, discover strategies for success, avoid pitfalls, and hear real-life stories. Join our community to learn and grow together. Featuring guests like Tommy Mello from Home Service Experts, Tersh Blissett and Josh Crouch from Service Business Mastery, Jerod Williams from Wealthy Plumbers and Ara Mahdessian CEO of Service Titan.
Visit www.FreedomBlueprintPodcast.com for more. Empowering leaders, fostering growth and a positive mindset. Your journey to success in plumbing, HVAC, and electrical starts here!
46episodes
Episodes
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162 | The "Home Field Advantage" Sales Process: How a 14-Person HVAC Shop Sells $25K Systems
2w ago00:35:40Tap to summarizeWhat if the secret to higher HVAC tickets wasn't a better pitch, but a better room? Justin Deese sits down with Ryan St. Michel of Grove Mechanical to break down the showroom sales process that tripled revenue in a town of just 7,200 people.In this Freedom Blueprint Podcast episode, Ryan shares how desperation pushed him away from bottom-of-the-barrel pricing and into a top-down selling system — five options, premium-first, every time. Then he walks through the purpose-built showroom that closes the deal: dual TVs, a wall of Google reviews, working equipment customers can touch and hear, and fresh chocolate chip cookies. Whether you run a small shop or think "that won't work in my market," this is a blueprint for differentiating on experience instead of price.⏱️ VIDEO CHAPTERS0:00 - Meet Ryan St. Michel & "Motivational Bullying"2:30 - Buying the Family Business & Tripling Revenue4:13 - Where the Unique Sales Process Came From6:30 - The Shift to Top-Down Selling & Five-Option Quotes9:06 - Why More Options Beats One Bottom-of-the-Barrel System10:05 - Top-Down Pricing and Beating Sticker Shock12:17 - Walking Through the Full Lead-to-Sale Process13:50 - Inside the Showroom: TVs, Reviews & Live Equipment16:00 - The Chocolate Chip Cookie Strategy17:00 - Home-Field Advantage & Building Trust20:09 - Why 95% of Customers Come In to Buy23:00 - "That Won't Work in My Market" — Debunked24:34 - Shop Tours, Pack-Outs & Efficiency Wins27:00 - KPIs, One-on-Ones & Coaching Techs to Sell30:03 - Future Goals: Profit, People & Buying Back Time🎯 IN THIS EPISODE YOU'LL LEARN:✅ Why Ryan switched from one-option, bottom-up quotes to five-option, top-down selling✅ The "leave your mother in the truck" rule for recommending premium systems✅ How to build a distraction-free showroom that does the selling for you (TVs, reviews, live equipment — and cookies)✅ How ~95% of customers agree to come in for the in-person presentation✅ Why the "that won't work in my small market" excuse is costing you money✅ KPI tracking and one-on-ones that uncover the real reason techs aren't selling✅ Pack-out systems that cut a furnace install from 8 hours to 3.5"If you don't know you can have it, how would you ever buy it?" — Ryan St. MichelIf you own or run a home service business and you've been competing on price instead of experience, this episode will change how you think about your sales process.🎧 Welcome to The Freedom Blueprint Podcast — real conversations with home service business owners who are leading better, growing faster, and building businesses that work for them.👉 Subscribe so you don't miss the next episode👉 Share this with a contractor who needs to stop competing on price👤 ABOUT THE GUESTRyan St. Michel is the third-generation owner of Grove Mechanical, an HVAC company in Crookston, Minnesota.🔗 RESOURCES & LINKSGrove MechanicalConnect with Ryan: Instagram📣 ENJOYED THIS EPISODE?Follow Freedom Blueprint Podcast and leave a rating & review — it helps more contractors find the show. Share this episode with an owner who needs to hear it.#HomeServiceBusiness #HVACBusiness #ContractorMarketing #FreedomBlueprint #JustinDeese #HVACSales #ServiceBusinessGrowth #SalesProcess #ContractorTips #BusinessGrowth #Showroom #TopDownSelling #SmallBusinessGrowth #TechnicianTraining #CustomerExperienceMentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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161 | My #1 Rule in Business and it’s the most profitable rule.
3w ago00:10:35Tap to summarizeMy number one rule in business isn't money, freedom, or anything the gurus are screaming at you to chase; and half of you are going to roll your eyes when I tell you what it is.It's fun. And in this episode I'm making the case that fun isn't soft or fluffy, it's the most powerful, most profitable, most underrated weapon you've got in your home service business. Energy is contagious, and your customers can feel the difference between a tech who's grinding through a miserable day and one who actually loves where he works.I'll hand you a three-letter game plan you can run starting tomorrow: Forget the widget, Uplift your people, Never kill the vibe. Do those three things consistently and you build a place people don't want to leave — easier recruiting, loyal customers, and a culture no comp plan or software can buy.Pick one letter and make one move this week. New episodes every week, hit follow so you don't miss what's coming next.🎧 Freedom Blueprint Podcast — keep having fun, keep enjoying your people, and as always, keep crushing it.Justin reveals the one rule he's built every company around, and it isn't money, freedom, or anything the business gurus push. It's fun: building a place with so much good energy that your team and your customers want to be part of it.He makes the case that fun isn't soft or fluffy, it's the most powerful and underrated weapon in a home service business, because energy is contagious and customers can feel the difference between a tech who's grinding through a miserable day and one who loves where he works. Then he hands you a three-letter game plan you can run starting tomorrow:F — Forget the Widget: The unit, the part, the service was never the point. It's just the vehicle. Do great work, but don't let the widget become the whole business or you suck the soul out of it and everything goes transactional.U — Uplift Your People: Energy starts with the owner. You're the thermostat, not the thermometer — you set the temperature. Know your people's kids' names, catch them doing things right, celebrate wins, and have their backs. Most of it costs nothing, and when people feel poured into, they pour back.N — Never Kill the Vibe: Once the energy is building, protect it. The fastest way to lose it is tolerating one toxic person — and nobody is too good to lose if they're killing the vibe. Sometimes the vibe-killer is you, so guard your own energy too and leave the bad day in the truck.The payoff: a place people don't want to leave, easier recruiting, loyal referring customers, and a badass culture that no comp plan or software can buy.Key TakeawaysFun is a profit strategy, not a perk. Good energy is contagious and shows up in how your team performs and how customers respond.People buy from energy and stay loyal to it. A homeowner can feel the difference between a tech who's grinding and one who loves his job.The widget is the vehicle, not the point. Quality matters, but a business built only around the unit and the numbers goes transactional — and transactional businesses are miserable to work in and easy to leave.You're the thermostat, not the thermometer. As the owner, you set the temperature. Your people watch what you do far more than they listen to what you say.Uplifting people is mostly free. A shout-out in the huddle, a ride-along to connect, remembering a new baby — small things compound into loyalty you can't buy with a raise.Nobody is too good to keep if they're killing the vibe. Your A-players are watching what you tolerate; tolerate one bad attitude and you start losing the people you most want to keep.Guard your own energy too. The vibe-killer is sometimes the owner. Leave the bad day in the truck and walk in ready to set the right temperature.Pick one letter and make one move this week. A huddle shout-out, a ride-along, or the hard conversation with your vibe-killer — just one.Timestamps00:00 — Cold open: my #1 rule isn't what you think01:52 — Welcome back + the big reveal: "Have fun and enjoy the people you're doing it with"03:00 — Why fun is the most underrated weapon in your business04:01 — The three-letter game plan you can run tomorrow04:19 — Energy is contagious: the two-shop comparison07:04 — Customers feel the energy too — people buy from it and stay loyal to it08:05 — F — Forget the Widget: the widget was never the point09:50 — U — Uplift Your People: you're the thermostat, not the thermometer12:35 — Why uplifting people costs almost nothing and compounds12:59 — N — Never Kill the Vibe: protect the energy, deal with the toxic person14:21 — Your A-players watch what you tolerate14:21 — Sometimes the vibe-killer is you: guard your own energy15:18 — Put it together: a place people don't want to leave16:30 — This week's challenge: pick one letter, make one move17:18 — Close: fun builds the energy, energy builds the cultureMentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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160 | The Two Words Quietly Driving Your A-Players Out the Door
4w ago00:13:42Tap to summarizeWe've all been Marcus's boss. A great employee takes the time to think about the business, writes up an idea, and hands it to you — and nine days later it's still sitting in your inbox. So you give him the line: "I got too busy." He nods, says no worries, and walks to his truck. And you tell yourself it's fine. You were busy. It's been a crazy week.Here's the blunt truth Justin lays out in this episode: that's a lie. Not a malicious one, but a lie all the same — and the worst part is your best people know it's a lie too. They just won't say it to your face.Because here's the thing. When a $40,000 install went sideways, you found time. When your biggest referral partner wanted lunch, you found time. When a truck broke down and a job was on the line, you found time. You are a master at finding time for the things you decide are important. "Too busy" was never about the clock. It's the costume we put on to dodge the harder, less comfortable thing without anybody getting upset with us.And it's costing you more than you think. Every "too busy" is a tiny deposit in an account in your employee's head labeled "Does this place actually care about me?" Your C players don't bring you ideas, so they never get told no. But your A players are testing you — and every time they stick their neck out and get "too busy" back, you're teaching your best people to go quiet, and eventually to go somewhere else.This episode is the wake-up call, and it comes with the fix.What you'll hear in this episode:The Marcus-in-the-parking-lot moment every owner has lived — and what your tech actually hears when you say "I got too busy"Justin's own gym confession, and why "too busy" is almost never about timeHow small, repeated "I'll get to it" moments quietly push your best people out the doorWhy busy became a badge of honor — and the brutal difference between busy and effectiveThe three reasons owners default to "too busy," including the deep one nobody wants to admitThe 5 moves to kill the habit for goodWhy closing the loop is the gym all over again: less time, better resultsKey TakeawaysYou're never too busy — you just decided something else matters more. Be honest about that and you take your power back."Too busy" is a costume, not a reason. It's how we dodge the harder, less comfortable thing without anybody pushing back on us.Your team doesn't hear "I'm slammed." They hear "you don't matter." When you say too busy, the signal that lands is: you and your idea weren't important enough to make my list.Your A-players are the ones who notice. C players don't bring ideas, so they never get told no. Your best people are testing you — and "too busy" teaches them to go quiet, then to go elsewhere.Busy and effective are not the same thing. A hamster on a wheel is extremely busy and getting nowhere. Activity is not achievement; motion is not progress.You're the author of your calendar, not the victim of it. Nobody puts things there but you. Own that, and there's nobody left to blame — which is exactly the point.You don't have to solve it in 24 hours. You have to acknowledge it in 24 hours. The silence is what kills trust, not the wait.You earn loyalty 15 seconds at a time. Closing the loop is the smaller, harder thing that produces the bigger result — every single time.The 5 Moves to Kill "Too Busy"Ban the phrase. "I got too busy" is dead in your vocabulary. Replace it with the truth: "I didn't make that a priority this week, and that's on me." It's so uncomfortable you'll start doing the thing just to avoid saying it.Audit your calendar. Pull up last week. Look at where the hours actually went, not where you think they went. If your people are your number one asset but there's zero time blocked for them, your calendar just called your bluff.Schedule the people first. Stop squeezing your team into the cracks left over after fires and customers — there are no cracks. Block the one-to-ones and development time first, and protect it like a $50K customer appointment.If it's truly not a priority, say so. "Marcus, I read it. Solid idea — it's not where we're focused this quarter, but here's what I want to do with it." That closes the loop and treats him like he matters, even when the answer is not right now.Close every loop within 24 hours. "Got it. I'll have an answer for you by Thursday." That's it. A closed loop says you matter. An open loop says too busy.Memorable Quotes"You're never too busy. You just decide something else matters more.""Too busy is really just the costume that we use without anybody getting upset with us.""People don't quit jobs. They quit feeling like they don't matter.""Busy and effective are not the same thing. They're not even third cousins.""You're not a victim of your calendar. You're the author of your calendar.""The silence is what kills trust, not the wait.""You earn it 15 seconds at a time."Show Notes & Timestamps(00:00) Picture this: Marcus catches you in the parking lot about the idea he sent nine days ago(00:40) "I got too busy" — the line every one of us uses(01:15) The blunt truth: it's a lie, and Marcus knows it too(01:45) The whole episode in one sentence: you're never too busy(02:20) Proof — the $40K install, the referral partner lunch, the broken-down truck. You always find time for what matters(03:15) Justin's gym confession vs. the beer with a buddy(04:30) "Too busy" is a costume for dodging the harder thing(05:30) Back to Marcus — what he actually heard(06:30) The hidden account in your employee's head: "Does this place care about me?"(07:15) A-players vs. C-players, and why your best people go quiet then leave(08:30) Why we do it — Reason #1: too busy feels productive(09:15) Reason #2: busy as a badge of honor (and the busy ≠ effective trap)(10:30) Reason #3: too busy lets you off the hook — author vs. victim of your calendar(11:45) The fix — Move 1: ban the phrase(12:30) Move 2: audit your calendar(13:15) Move 3: schedule the people first(14:00) Move 4: if it's not a priority, say so honestly(14:45) Move 5: close every loop within 24 hours(15:30) Why this wins twice — in the business and with the team(16:30) Your challenge for the week: catch it, freeze, tell the truth(17:15) One person is waiting on something from you. Go close that loop todayCall to ActionGo close a loop today. Think of one person on your team who's waiting on something from you. You already know who it is. Don't wait until tomorrow.Share it with another owner who needs to hear it — you've probably already got somebody in mind.Leave a five-star review so other owners can find the show.The owners who win don't have more time than you. They just stop lying about how they spend it. Keep prioritizing what matters — and as always, keep crushing it.Mentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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159 | Stop Avoiding Hard Conversations — It's Costing You More Than You Think : Freedom Fuel
4w ago00:07:56Tap to summarizeYour best technicians aren't quitting over money or a difficult coworker — they're quitting because of the hard conversations you keep avoiding.In this Freedom Fuel episode, Justin Deese breaks down why dodging tough conversations is quietly bleeding money out of your home service business, and shares a simple 5-step framework you can put to work in the next 2 days.In This Episode You'll Learn:✅ The real reason leaders avoid hard conversations (it's not weakness)✅ The 4 hidden costs of staying silent with an underperformer✅ Why your top performers really quit — and what actually keeps them✅ The mindset shift that turns hard conversations into gifts for your team✅ A simple 5-step framework to have any hard conversation with confidenceEpisode Chapters0:00 – The conversation that's costing you money0:35 – Welcome to Freedom Fuel1:00 – Why we avoid hard conversations2:05 – Cost #1: Performance2:40 – Cost #2: Your A-players3:20 – Cost #3: Your culture4:00 – Cost #4: You, the leader4:40 – The shift: hard conversations are gifts5:45 – The 5-step framework7:30 – Your challenge before the end of the weekKey TakeawayWhatever you tolerate becomes your standard. Your silence sounds like permission — and your best people are watching what you allow. Have the conversation you've been putting off. Use the framework, lead with care, be specific, and set a clear expectation. Every day you wait, your business pays the price.Listen & Subscribe🎧 Apple Podcasts: https://podcasts.apple.com/us/podcast/freedom-blueprint-for-home-services-hvac-plumbing-electrical/id1689795253🎧 Spotify: https://open.spotify.com/show/7bU3lSPtMoBdIEDoRuI9rX🌐 Website: www.FreedomBlueprintPodcast.comConnect with Justin Deese📺 YouTube: @freedomblueprintpodcast📘 Facebook: https://www.facebook.com/FreedomBlueprintPodcast💼 LinkedIn: www.linkedin.com/in/justin-deese-freedomblueprint/🌐 JustinDeese.com📩 podcast@JustinDeese.com#HomeServiceBusiness #HVACBusiness #LeadershipTips #EmployeeRetention #FreedomBlueprintPodcastMentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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158 | How to Increase Your Booking Rate: CSR Secrets for HVAC, Plumbing & Home Service Businesses with Michelle Myers of Pink Callers
Jun 1500:27:14Tap to summarizeMost home service business owners think their CSRs are booking 80% of incoming calls. The real number? Closer to 25–45%.In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Michelle Myers, founder of Pink Callers, to expose the gap between what owners think is happening on their phones — and what's actually happening. Michelle has spent 10+ years placing fractional, dedicated CSRs inside HVAC, plumbing, electrical, and other home service businesses across the country. Her team members are trained, ServiceTitan- and Housecall Pro-experienced, and embedded directly into your business — answering phones, booking jobs, and closing calls as if they were sitting in your office.This isn't about outsourcing. It's about getting the right person in the right seat — and finally fixing your booking rate.🎯 IN THIS EPISODE YOU'LL LEARN:✅ The real story behind the name "Pink Callers" — and why it goes back to a 1930s typing pool✅ Why combining the CSR and dispatcher roles into one seat almost always fails (Michelle's restaurant analogy is a game-changer)✅ The #1 goal every CSR should be driving toward: getting the technician to the door✅ Why most owners believe they're booking 80% of calls — but the real number is 25–45%✅ How to use AI as an assistant (not a replacement) — including a smart ringback workflow using Go High Level✅ Why running 24/7 service calls is quietly destroying your culture, your techs, and your recruiting pipeline✅ The clarity-break strategy Michelle uses to retain top CSR talent✅ How to handle the new wave of "over-educated" ChatGPT customers calling your officeConnect with Michelle Myers & Pink Callers: 📧 michelle@pinkcallers.com 📱 703-945-9565 🌐 pinkcallers.com — Fractional CSR placement for home service businessesConnect with Justin Deese & Freedom Blueprint: 🌐 JustinDeese.com 📧 podcast@JustinDeese.com 🎧 FreedomBlueprintPodcast.com👉 Subscribe so you never miss an episode 👉 Know a contractor struggling with call booking or CSR turnover? Share this episode with them.#HomeServiceBusiness #HVACBusiness #PlumbingBusiness #CSRTraining #CallBookingRate #ServiceTitan #HousecallPro #FractionalCSR #ContractorGrowth #FreedomBlueprintPodcast #JustinDeese #HomeServiceMarketing #BusinessGrowth #AIForBusiness #CustomerServiceExcellenceMentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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157 | AI Is a Tool, Not a Strategy: Stop Collecting and Start Rolling Out : Freedom Fuel
Jun 1200:08:42Tap to summarizeEvery home service owner is talking about AI. Most of them are doing absolutely nothing with it.In this Freedom Fuel episode, Justin Deese calls out the pattern that's quietly killing momentum in home service businesses — using AI to feel productive instead of using it to be productive. If you've got a folder full of AI-generated scripts, templates, and ideas that have never touched your business, this episode is for you.Justin breaks down exactly why AI is an amplifier, not an operator — and lays out five simple steps to stop collecting tools and start rolling them out. The owners who figure this out in the next twelve months are going to dominate their markets. The ones who don't will still be sitting on a desktop full of brilliant ideas with nothing to show for it.What You'll LearnWhy AI feels productive but often produces zero real resultsThe critical difference between knowing things and doing things — and which one wins in this industryWhy AI is no different than a torque wrench or a CRM: it amplifies the operator, not the other way aroundThe #1 mistake owners make when using AI (letting it decide instead of you)Five simple steps to actually implement AI in your business this weekWhy imperfect rollouts beat perfect ideas sitting in a window tabTimestamps(00:00) — Cold open: The AI trap — a folder full of ideas, a business that looks the same as last year(00:45) — Welcome to Freedom Fuel: short, powerful, built for home service owners(01:30) — Introduction: the conversation Justin keeps having with owners about AI(02:00) — The real problem: owners excited about AI, but nothing has changed in their business(02:30) — "Nine times out of ten it's still sitting in a browser tab" — the productive-feeling trap(03:00) — AI exposes the gap between people who know things and people who do things(03:30) — AI is a tool — the same as a torque wrench or the wrap on your truck(04:00) — The right question isn't "how do I get better with AI?" — it's "am I actually putting it to work?"(04:15) — The 5 steps to stop collecting and start rolling out(04:30) — Step 1: Pick ONE thing — not five, not three, just one(04:45) — Step 2: Set a date — not someday, not when it's perfect, this week or next(05:00) — Step 3: Let AI draft, but YOU decide — don't outsource your judgment to a robot(05:30) — Step 4: Put it in front of a real human — a customer, a tech, a CSR(06:00) — Step 5: Measure the result and repeat(06:15) — The challenge: roll out one thing before next Friday(06:45) — AI is not your employee, not your operator — it's a tool in your toolbox(07:00) — The owners who act in the next 12 months will dominate their markets(07:30) — Closing: share, subscribe, and keep crushing itKey Quotes"AI didn't give your business a strategy. It gave you a thousand new ways to procrastinate dressed up in a really smart-sounding package.""AI is intoxicating. You feel productive. You feel smart. You feel like a CEO architecting something massive. And you need to hear this: that feeling is the trap.""AI exposes the gap between people who know things and people who actually do things. And in this industry, the doers eat everybody else alive.""A tool does not run your business. A tool amplifies whoever is holding it. A bad operator with AI produces bad results faster. A good operator with AI? That's an unfair advantage.""Let AI draft. But YOU decide. Don't outsource your judgment to a robot.""Roll out. Not perfect. Not polished. Roll out. Get it into your business. Let it touch a real person.""AI is not your employee. AI is not your operator. AI is a tool in your toolbox — and you still have to do the work."Action Steps This WeekPick one thing — a follow-up text, a CSR script, a review request, an email template. Just one.Set a date — this week or next week. Put it on the calendar. If it's not on the calendar, it's not real.Let AI draft, then you decide — is it good enough to go live? You make that call.Put it in front of a real person — a customer, a tech, a CSR. That's implementation.Measure and repeat — did call volume go up? Close rate move? Double down on what works, adjust what doesn't.📣 Justin's Challenge: Before next Friday, roll out ONE thing you've been sitting on. Then tag Justin or drop a comment wherever you're listening or watching — tell him what you rolled out and what moved.Connect & Keep Growing🎧 Subscribe to Freedom Blueprint Podcast on Apple Podcasts and Spotify so you never miss an episode.📣 Share this episode with another home service owner or manager who's been collecting AI tools without rolling them out — they need to hear this.⭐ Leave a review — it helps other home service business owners find the show.Until next time, keep leading, keep growing, and keep crushing it.Mentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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156 | From Top Tech to Service Manager: The Mistake Almost Every Owner Makes
Jun 800:12:21Tap to summarizeEver promoted your best technician to service manager and then watched him struggle? In this solo episode, Justin shares the real story behind Service Manager Academy — how he made the same mistake most home service owners make, what it cost him, and the single question from a frustrated employee that changed everything.Justin walks through promoting his top-producing tech with a one-line onboarding plan ("just teach everyone to do what you do"), watching that plan fall apart, and realizing the struggle wasn't a leadership flaw in his employee — it was a training gap he'd created as the owner. The turning point came when his service manager asked a deceptively simple question: what do you actually want me to focus on?That question forced Justin to cut a mental list of 15–20 priorities down to three numbers that matter most: revenue, average ticket, and callbacks. From there, a repeatable rhythm emerged — question, pattern, training, repeat — that compounded over five years into a full system: five core KPIs, a daily scorecard, a meeting cadence, and a coaching framework. The payoff wasn't just better field numbers. It was freedom: the space to open a second location, buy another business, and stop being the answer to every question.This episode is the origin story of Service Manager Academy and the announcement that it's now available on demand and self-paced.What You'll LearnWhy promoting your best technician rarely produces your best service managerThe difference between skills that "come naturally" and leadership skills that have to be taughtWhy 15–20 priorities is the same as zero priorities — and the three numbers to focus on insteadThe "question → pattern → training → repeat" loop for coaching a teamHow a good-better-best options framework drives average ticketThe mindset shift from "Why isn't he getting this?" to "Have I given him the tools to win?"What changes for the owner once a service manager can truly leadKey MomentsThe common mistake — Promoting a top tech with "just teach everyone to do what you do" as the whole onboarding plan.The disappointment — Six months in, the new manager isn't performing — and Justin owns it as a leadership failure, not a personal one.The training gap — Techs, CSRs, and product training exist everywhere; leadership training built specifically for service managers in the trades did not.The question that changed everything — "What are the things you want me to focus on?"Getting simple — Narrowing to three numbers: revenue, average ticket, and callbacks.The coaching rhythm — Digging into recent calls, spotting the pattern (no good-better-best options), and building training around it.The compounding system — Five years of evolution into five core KPIs, a scorecard, a meeting system, and a coaching framework.The freedom — Space to think and plan, a second location, and acquiring another business.The launch — Service Manager Academy is now on demand and self-paced.Notable Quotes"He probably wasn't struggling. You were.""I put him in the deep end with no life jacket.""Fifteen or twenty things is useless. Nobody can focus on that many things.""Have I given him the tools and the training he needs to actually win? Nine times out of ten, the answer is no.""That's not a them problem. That's a you problem. And the good news is it's fixable."The Three NumbersRevenueAverage ticketCallbacksMaster those three and everything else follows.Resources & LinksService Manager Academy — now available on demand and self-paced: servicemanageracademy.comThe ChallengeAsk yourself: Am I giving the people I lead the tools and training they need to actually win? If the answer is no, that's fixable.Enjoyed this episode?Share it with one other home service owner who needs to hear it. New episodes drop every Monday and Friday.Mentioned in this episode:Homeservicehoorah.com
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155 | Your Team Doesn't Need a Boss — They Need This Instead : Freedom Fuel
Jun 500:09:32Tap to summarizeA boss tells people what to do. A leader shows them where to go. In this Freedom Fuel episode, Justin Deese unpacks why so many home service business owners are stuck managing through pressure and control — and what it actually takes to build a team that takes ownership, steps up, and helps move the business forward.If your team only performs when you're watching, only moves when pressure is high, or only does the minimum to stay out of trouble, this episode is for you. Justin breaks down three truths that separate bosses from leaders, and gives you practical action steps you can apply this week to start raising your leadership — without lowering your standards.What You'll LearnWhy authority and leadership are not the same thingThe difference between supervision and real leadershipWhy fear-based performance has a ceiling — and what beats it every timeHow to inspire ownership instead of demanding complianceThe shift from leading with irritation to leading with intentionWhy pressure alone will never fix a leadership gapTimestamps(00:00) — Cold open: Your team doesn't need a boss, they need a leader(00:30) — Welcome to Freedom Fuel: leading from stress vs. leading from intention(01:15) — The way you lead shapes everything: culture, morale, accountability, retention, performance(01:45) — Supervision vs. leadership / fear-based performance vs. real ownership(02:30) — Truth #1: Authority and leadership are not the same thing(03:30) — Why short-term compliance doesn't equal long-term commitment(04:00) — The mindset shift: from "Why don't they do better?" to "How can I lead better?"(04:30) — Truth #2: Respect beats fear every time(05:15) — What fear-based cultures actually cost you(06:00) — Strong but steady, direct but not demeaning: holding the line while building people up(06:45) — Truth #3: Great leaders inspire ownership(07:30) — Communicate the why, give clarity, coach instead of criticize, model what you expect(08:15) — Why most leaders say they want ownership but don't actually allow it(09:00) — Real-world example: the leader who pushed harder and got tighter, quieter teams(10:00) — The shift: better conversations, clear expectations, leading from intention(10:45) — Your Freedom Fuel Action Steps This Week:Ask: Am I leading with authority, or earning trust and respect?Identify one area where you're managing through control instead of developing ownershipHave one intentional conversation with a team member focused on development, not direction(11:30) — Closing thought: Your team doesn't need to be managed harder — they need to be led betterKey Quote"If your team only responds when you're watching, that's not leadership — that's supervision. If your team only moves when pressure is high, that's not ownership — that's fear-based performance."Connect & Keep Growing🎧 Subscribe to Freedom Fuel on Apple Podcasts and Spotify so you never miss an episode.📣 Share this episode with a fellow owner, manager, or service leader who needs to hear it — leadership grows when we pass it on.⭐ Leave a review — it helps other home service leaders find the show.Until next time, keep leading, keep growing, and keep crushing it.Mentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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154 | Why Pricing on Your Website is Non-Negotiable in 2026 | Paul Redman of Contractor Commerce
Jun 100:27:24Tap to summarizeWhat if your customers could buy a fully installed HVAC system, water heater, or generator directly from your website — at 2 a.m. — without ever talking to a salesperson?In this episode, Justin Deese sits down with Paul Redman, Co-Founder of Contractor Commerce, the home services industry's first true e-commerce platform for HVAC, plumbing, and electrical contractors. After 10 years working inside a major manufacturer, Paul saw how broken the buying process was for homeowners — and built the solution.We dig into why putting pricing on your website is no longer optional, how AI is replacing the in-home sales visit, and why contractors who resist this shift are losing leads to ChatGPT, Claude, Angi, and Thumbtack before the phone ever rings.🔑 What You'll Learn:- Why "competitors will steal my pricing" is a myth (and what the auto industry already proved)- How online pricing actually INCREASES close rates above 80% on in-home appointments- The real reason homeowners want pricing upfront — and it's not what you think- How Contractor Commerce customers are selling water heaters with zero sales involvement- Why $3M–$5M+ contractors hit "escape velocity" and get the most from e-commerce- The sales and marketing cost savings (20%+ of revenue) hiding in plain sight- What's coming next: AI salespeople that work 24/7 on your website💡 Key Quote:"There's no going back. You've got to have pricing online. It is non-negotiable." — Paul Redman👤 About the Guest:Paul Redman is the Co-Founder of Contractor Commerce, the platform powering online transactions for thousands of HVAC, plumbing, and electrical contractors — from scrappy startups to billion-dollar private equity platforms.🔗 Connect with Paul & Contractor Commerce:- Website: ContractorCommerce.com- Book a demo: ContractorCommerce.com (click "Talk to Sales" or "Watch Demo on Demand")- LinkedIn: Search "Paul Redman Contractor Commerce"⏱️ Chapters:00:00 – Intro: Meet Paul Redman01:06 – The moment Paul realized contractor sales were broken03:04 – What Contractor Commerce actually does05:01 – The ideal contractor size for e-commerce success07:34 – Why contractors fear posting prices online (and why they shouldn't)10:50 – The car dealership lesson every contractor needs to hear13:05 – How online pricing pushed close rates above 80%15:00 – The Amazon experience… for a water heater16:31 – Knowing who your customer is (and isn't)17:29 – The real ROI: sales, marketing, and labor savings20:00 – Why AI may replace the in-home salesperson22:07 – What's next for Contractor Commerce23:09 – How to connect with Paul24:01 – Final thoughts: the future of contractor sales🎯 Who This Episode is For:HVAC contractors, plumbing company owners, electrical contractors, home services business owners, private equity operators in the trades, and anyone running a $3M+ contracting business looking to modernize their sales process and reduce customer acquisition costs.#HVAC #Plumbing #HomeServices #ContractorBusiness #HVACContractor #PlumbingBusiness #ContractorCommerce #HomeServicesMarketing #AIinHomeServices #ContractorPodcastMentioned in this episode:Homeservicehoorah.com
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153 | Trust - The Real Currency of Leadership : Freedom Fuel
May 2900:06:18Tap to summarizeAuthority might get compliance, but trust gets commitment. In this episode of Freedom Fuel, Justin Deese breaks down why trust is the real currency of leadership — and the small daily actions that build it (or quietly destroy it).If your team had the choice between following your title or following you, which would they pick?In this episode of Freedom Fuel, Justin Deese tackles the one thing that quietly impacts everything in your business — your culture, your retention, your results, your growth. It's not your pay plan. It's not your marketing. It's not your systems.It's trust.Justin walks through why trust moves faster than authority, the three habits that are silently eroding trust on your team right now, and the simple daily actions great leaders use to build it back. If you've been blaming turnover and low morale on a "pay issue," this episode will challenge you to look one layer deeper — because once trust gets fixed, everything changes.Short. Powerful. Practical. Press play and let's go.Key TakeawaysAuthority gets compliance. Trust gets commitment. Authority might drive short-term action, but trust drives long-term buy-in, ownership, and momentum.Trust slips quietly. Most leaders don't realize trust is gone until it shows up as missed expectations, turnover, and disengagement.Three things destroy trust: inconsistency, avoiding hard conversations, and lack of follow-through.Every broken promise is a withdrawal from the trust account. Small follow-throughs are how the account gets refilled.Trust is built in tough moments, not easy ones. Predictable standards and hard conversations are where credibility is earned.Same people, same business — different relationships. Fix trust and the entire operation shifts.Leadership isn't about control. It's about credibility.Episode Timestamps(00:00) — The question every leader should ask: title or you?(00:30) — Why trust impacts everything — culture, retention, results(01:15) — Trust moves faster than authority(02:00) — The 3 things that destroy trust on your team(03:15) — Simple ways to build trust daily(04:00) — Real story: when "pay problems" were really trust problems(05:00) — Your challenge this week + final takeawaysPull Quotes"Authority might get compliance, but trust gets commitment.""Every time you don't follow through, you make a withdrawal from the trust account.""Trust is built in the small daily actions, not big speeches.""Leadership isn't about control. It's about credibility.""Same people, same business, different relationships."Your Challenge This WeekIdentify one area where you're inconsistent.Name one conversation you've been avoiding.Follow through on one commitment today.Start there. Build momentum.Call to ActionIf this episode hit home, do three things:Subscribe so you don't miss future Freedom Fuel episodesShare this with a fellow leader who needs to hear itLeave a rating or review — it helps more leaders find the showUntil next time — keep leading, keep growing, and as always, keep crushing it.Mentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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