Podcast Summary: The Home Service Expert Podcast

Episode: Unlocking the Blue Collar Economy with Benji Carlson
Host: Tommy Mello, $200 Million Founder
Guest: Benji Carlson, EVP, Leanscaper
Date: September 8, 2025

Episode Overview

This episode explores the massive opportunities and evolving landscape within the blue collar economy, especially as technology like AI, automation, and wearable tech reshape the trades. Tommy Mello and guest Benji Carlson discuss why now is a "generational opportunity" for home service entrepreneurs, the challenges and solutions around recruiting and retaining talent, and the powerful role of leadership, branding, and personal development in scaling successful blue collar businesses.

Key Discussion Points & Insights

1. The Bullish Case for Blue Collar Businesses

• Benji opens with a strong prediction about the sector:

  "If they made a stock index like an ETF on the blue collar economy, I would sell my house, sell my boat, sell my assets and I would put it all in on that stock. That's how bullish I am on this, if we get it right." (00:00)

• The industry is at a crossroads: Record demand for skilled services meets a dramatic labor shortage, setting the stage for enormous opportunity—but only for those willing to adapt and innovate.

2. The Resilience and Opportunity of the Trades in the AI Era (03:00-07:00)

• Unlike many white-collar jobs, skilled trade roles are largely AI-resistant.
• Benji explains:

  "Our techs and our employees and our teams in the landscaping space, our installers and our maintenance crews... this is literally the most AI resilient part of the economy in the world right now. Congratulations. It's like the plot twist that no one saw coming." (03:30)

• AI will both remove overhead and enhance frontline pay and job quality.

3. Understanding the Talent Shortage—How We Got Here (07:35-16:40)

• Five main forces driving the crisis:
  1. Demographic Shift: "Silver tsunami" of retiring baby boomers versus too few Gen Z replacements.
  2. Defunded Shop Classes: Loss of high school trade programs.
  3. College-First Narrative: Social pressure to choose university over trades.
  4. Economic Shocks: 2008 crash, COVID-19, and others caused trade exodus.
  5. Remote Work Allure: Perception of white-collar "freedom" versus blue-collar effort.
• Benji:

  "We didn't get here overnight. We're not going to fix this by accident." (15:53)

4. Demand Surge and the Wealth Transfer (19:23-25:10)

• The convergence of factors is creating the largest wealth transfer in a generation:
  • Aging business owners whose heirs aren’t interested
  • AI-driven displacement of entry-level white-collar workers, pushing talent back towards trades
  • Technological advancements making trade businesses more scalable and lucrative
• Tommy’s observations:

  "If you've had a business that hasn't grown dramatically in the last few years, you better change quickly... recruiting's not hard at all... most people are like, 'man, those kids don't want to listen.' Well, they're not like the baby boomers that just work to work. They got to be involved." (16:40)

5. The Power of Leadership, Branding & Personal Development (25:52-35:25)

• Tommy credits his success attracting talent to relentless personal and company branding (28:40):

  "The difference between a CEO who shows up online and who does not can be millions in talent, attraction, customer trust and deal flow."

• Benji agrees:

  "Sophisticated business leaders don't do anything without ROI... people want to work with people." (29:46)

• Personal development is not optional:

  "You need to...give your people access to growth that they won't get elsewhere...our educators certainly aren't doing it...it has fallen on the plate of small business owners." (35:25)

Memorable Quotes & Notable Segments

| Timestamp | Speaker | Quote | |--------------|-------------|-----------| | 00:00 | Benji | "If they made a stock index like an ETF on the blue collar economy, I would...put it all in on that stock." | | 03:30 | Benji | "This is the most AI resilient part of the economy in the world right now. Congratulations. It's like the plot twist that no one saw coming." | | 16:40 | Tommy | "These guys that aren't going to change their mindset are going to get ran over...You gotta win on technology, but you gotta win on recruiting and training." | | 28:40 | Tommy | "PayPal is not putting money behind the idea. The question is, when will other leaders follow? Visibility is no longer a nice to have for leaders. It is part of the business strategy." | | 35:25 | Benji | "Whether you want to accept this or not, you have inherited the responsibility of being a growth engine for people." | | 54:10 | Benji | "The more dopamine loops you can create, the more reward circuitry you can lean into in your comp, the better people play better when you keep score." | | 60:43 | Benji | "Curiosity, deep and profound curiosity. Why are those really important things right now? Because in the age of AI, the only thing that you need to know is what you don't know." | | 71:24 | Benji | "There is a gold mine sitting underneath your feet that I want you to drill into...The wealth creation you’re going to make for you, your techs, your family is generational." |

Six Keys to Winning the Next Decade in Blue Collar Business (32:16)

Benji lists six "situation critical" skills and philosophies for blue collar leaders:

1. Attract & Keep Young Talent (27 and under or "young mindset")
2. Invest in Brand (Owner/leadership personal branding matters)
3. Be Tech Progressive (Adopt, don’t fear, new tools and systems)
4. Invest Heavily in Performance-Based Pay (Move beyond hourly/salary)
5. Lead with Personal Development & Mindset (Create a growth-focused workplace)
6. Own Your Craft & Elevate the Standard (Promote pride and meaning in blue-collar careers)

"You need to own your craft and elevate the standard... I hate that language-- 'I'm just a landscaper, I'm just a plumber.'"

Actionable Recruiting & Compensation Advice

Branding for Recruitment:

• Instagram and social platforms are recruiting tools for the next generation.
• Highlight team wins, career opportunities, training, and advancement.

Performance-Based Pay:

• Should be simple, transparent, and directly tied to behaviors that drive business outcomes.
• Implementation advice: pilot with top performers, guarantee “whichever is more” for initial period (50:52).
• Gamify progress: “People play better when you keep score...one of the ways we keep score is with comp.” (54:10)

What Great Operators Do Differently (62:00)

• Play at the highest level, understand the "rules of the game."
• Relentless learners: “Leaders are readers.”
• Invest in community, relationships, and maximize personal as well as professional growth.
• Remain humble and curious, never get complacent.

Book Recommendations

• Principles by Ray Dalio
• Upstream: How to Solve Problems Before They Happen by Dan Heath

Final Takeaways (71:24)

Benji’s closing encouragement:

"Take what you're doing very seriously. There is a gold mine sitting underneath your feet that I want you to drill into...the wealth creation you’re going to make for you, your techs, your family is generational...be incredibly proud of the path that you’ve chosen." (71:24)

Connect with Benji Carlson & Leanscaper

• LinkedIn: Benji Carlson
• Leanscaper AI: leanscaper.ai

For ambitious home service entrepreneurs and leaders in the blue collar space, this episode delivers a roadmap to not just survive, but thrive in the most dynamic period the trades have ever seen.