Freedom Blueprint for Home Services | HVAC, Plumbing, Electrical, Leadership, Business Growth – Details, episodes & analysis

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Episode Number: 99

Date: August 4, 2025

Duration: 40:06

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest: McKena Harless

Company: True North Strategies

Guest Website: PickTrueNorth.com

Summary

In 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.

• Why home service companies struggle with marketing and how to fix it
• The six marketing pillars every contractor must focus on
• How to move from reactive to proactive marketing
• Building vision and culture for your team
• Why True North Strategies is designed to be a CMO and COO solution for growing businesses

1. Growing up in the trades with Daffin Cooling & Heating
2. Lessons learned from Service Nation and Lemon Seed Marketing
3. The birth of True North Strategies
4. Marketing mistakes contractors make
5. Diagnosing your business for true growth
6. How McKena and her father Tom are helping businesses as a dynamic team

#FreedomBlueprintPodcast #HomeServiceBusiness #HVACMarketing #PlumbingBusiness #ElectricalBusiness #TrueNorthStrategies #McKenaHarless #JustinDeese #BusinessGrowth #MarketingStrategy #ContractorSuccess

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Episode Number: 98

Date: July 28, 2025

Duration: 28:12

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest 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.

Takeaways

• Building 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 Clubs

Keywords

#ElectricalBusiness #ResidentialService #CompanyCulture #LeadershipLessons #BusinessGrowth #EmpowerYourTeam #FreedomInBusiness #CustomerExperience #HomeServices #AstroWatt #TradesLeadership #JustinDeese #FreedomBlueprintPodcast #TomJameson

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Episode Number: 89

Date: May 26, 2025

Duration: 28:09

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Kristen Deese

Company: Virtual CFO

Guest Website: www.KristenDeese.com

Guest Co-Host Email: Kristen@KristenDeese.com

GlassHouse 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/about

Trades AI https://www.skool.com/automation-foundation/about

Summary

In 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.

Takeaways

• The 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.

Chapters

00:00 Workshop Reflections and Insights

12:45 Networking and Collaboration in Home Services

27:53 Future Events and Community Engagement

Keywords

Virtual CFO, PowerProfitWorkshop.com, workshop, networking, home services, AI, automation, leadership, business growth, KPIs, collaboration, event planning

Episode Number: 88

Date: May 19, 2025

Duration: 26:40

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Contact: Sam@ServiceScalers.com 

Website: www.ServiceScalers.com

In 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.

• Service 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.

• 00:00 Introduction to Service Scalers
• 01:04 The Journey into Home Services
• 03:57 Understanding Digital Marketing ROI
• 06:50 Identifying Conversion Issues
• 09:55 Leveraging AI in Marketing
• 12:29 The Importance of Customer Acquisition
• 14:50 Mastering Marketing Channels
• 18:41 Geographical Marketing Strategies
• 21:30 Social Media Marketing Insights
• 23:43 Closing Thoughts and Wisdom

Show Information 

Episode Number: 87

Date: May 12, 2025

Duration: 36:24

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Rory Krueger

Company: Krueger Heating Cooling and Geothermal 

Guest Website: www.callkrueger.com

Summary

In 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.

Takeaways

• Start 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.

Chapters

00:00 Introduction and Background

03:04 Insights from the Boston Summit

06:01 Networking and Learning from Others

08:56 The Importance of Implementation

12:09 Customer Service and the Phone Process

14:59 Preparing for the Busy Season

18:01 Understanding Customer Needs

20:52 Creating a Positive Customer Experience

23:46 The Role of Networking in Business

27:12 Closing Thoughts and Advice

Keywords

HVAC, busy season, customer service, networking, Service Nation, business growth, industry insights, operational efficiency, customer experience, training

Episode Number: 86

Date: May 5, 2025

Duration: 

Host: Justin Deese

Website: www.JustinDeese.com

Contact: Justin@JustinDeese.com

Guest: James Hattfield

Company: LiveSwitch 

Website: LiveSwitch.com

https://www.linkedin.com/in/james-hatfield/

https://book-a-demo.referral-factory.com/ugFihtnc

LiveSwitch, home services, technology, entrepreneurship, customer experience, video communication, staffing solutions, emergency response, business growth, networking

Justin Deese, Freedom Blueprint Podcast, When Your Business Partner is Your Spouse, Kristen Deese 

Mentioned in this episode:

Power Profit Workshop 2025- PowerProfitWorkshop.com

Episode Number: 85

Date:  April 28, 2025

Duration: 32:22

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest: Aaron Ruddick

Contact: Aaron@reliablecomfort.com

In this episode of the Freedom Blueprint podcast, Justin Deese interviews Aaron Ruddock, who shares his journey from starting in the HVAC industry to venturing into garage solutions. Aaron discusses the challenges and growth of his family-run HVAC business, the importance of leadership and strategic growth, and his new venture, Kyko Garage Solutions. He emphasizes the significance of continuous learning, networking, and the need for clear boundaries in family businesses. Aaron's story is one of resilience, transformation, and the pursuit of excellence in entrepreneurship.

• Aaron Ruddock's journey in HVAC began with a trade school after high school.
• He emphasizes the importance of family in his business, employing relatives and maintaining a family-oriented culture.
• Leadership in a family business requires clear boundaries and expectations for family members.
• Joining a best practice group was a pivotal decision for Aaron's business growth.
• The transition from a small to a larger business requires different leadership skills and strategies.
• Aaron's HVAC company faced stagnation before joining Service Nation Alliance, which helped them grow significantly.
• He learned the importance of controlling labor and material costs in business operations.
• Aaron's new venture, Kyko Garage Solutions, focuses on garage doors, floors, and cabinets.
• Rebranding and establishing systems were crucial for the success of Kyko Garage Solutions.
• Continuous learning and networking are essential for personal and professional growth.

00:00 Introduction to Aaron Ruddock's Journey

01:52 The HVAC Business Beginnings

08:16 Growth and Challenges in HVAC

12:10 Leadership Lessons and Strategic Growth

19:13 Venturing into Garage Solutions

24:15 Rebranding and Business Transformation

28:19 Continuous Learning and Networking

HVAC, garage solutions, business growth, leadership, family business, entrepreneurship, rebranding, networking, best practices, strategic planning

Mentioned in this episode:

Power Profit Workshop 2025- PowerProfitWorkshop.com

Show Information 

Episode Number: 84

Date:  April 21, 2025

Duration: 42:19

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Brigham Dickinson

Company: Power Selling Pros

Guest Website: PowerSellingPros.com

Gift to listeners: Download a FREE Happy Call Script text the word HAPPY to 385-247-3714

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese speaks with Brigham Dickinson, CEO and founder of Power Selling Pros. They discuss the importance of maximizing call center efficiency, creating a fun work environment, building a culture of training, and utilizing technology for performance monitoring. Brigham emphasizes the need for contractors to recognize blind spots in their operations and the significance of coaching and consistency in call centers. The conversation also touches on legacy building in business and the importance of having fun in the workplace to drive performance.

Takeaways

• Most contractors overlook the importance of their call center.
• Improving call conversion can significantly impact revenue.
• Creating a fun work environment boosts team performance.
• Training and role-playing should be integral to hiring.
• CSRs should have the ability to earn commissions based on performance.
• Utilizing technology can enhance monitoring and performance tracking.
• Coaching should be consistent and supportive, not punitive.
• Legacy building is essential for long-term business success.
• Every department should be an incubator for leadership.
• Fun should be a core value in the workplace. 

Chapters

00:00 Introduction to Power Selling Pros

01:13 Blind Spots in Call Centers

05:01 The Impact of Call Conversion Rates

09:11 Creating a Positive Call Center Culture

12:59 Training and Compensation Strategies

17:06 Utilizing Technology for Performance Monitoring

21:42 The Importance of Call Center Engagement

24:09 Delegating Tasks for Business Growth

25:44 Understanding Business Cycles

29:05 Cultivating Leadership in Your Team

31:43 Finding Freedom in Business

32:23 Proactive Customer Engagement Strategies

35:08 Creating a Fun Work Environment

Keywords

call center, business tips, customer service, training, leadership, contractor success, fun workplace, performance monitoring, coaching, legacy building

Mentioned in this episode:

Power Profit Workshop 2025- PowerProfitWorkshop.com

Episode Number: 83

Title: New Ventures: Partnerships and Growth with Joe Strittmatter

Date: April 14, 2025

Duration: 41:58

Host: Justin Deese

Website: www.JustinDeese.com

Contact: Justin@JustinDeese.com

Guest: Joe Strittmatter

Contact: joestrittmatter1301@gmail.com

In this episode of the Freedom Blueprint Podcast, host Justin Deese interviews Joe Strittmatter, who shares his journey from growing up in the plumbing and HVAC industry to successfully transitioning his business through various challenges, including the 2009 housing crisis. Joe discusses the importance of profitability over revenue, the role of mentorship, and the necessity of effective leadership and systems in scaling a business. He emphasizes the hard work required to succeed and the lessons learned from his experiences in the service industry. In this conversation, Justin Deese and Joe Strittmatter discuss the evolution of leadership, the challenges of transitioning from business ownership to retirement, and the importance of finding purpose and setting goals. They explore new ventures in the home services industry, the significance of partnerships, and the preparation required for launching a new business. The discussion also touches on the anticipated challenges in the market and the need for strategic planning in the face of potential economic downturns.

• Joe Strittmatter's journey began as a second-generation owner in the plumbing and HVAC industry.
• He transitioned from construction to service due to the 2009 housing crisis.
• Profitability is more important than revenue; focus on net profits.
• Mentorship played a crucial role in Joe's business success.
• There is no 'silver bullet' for success; hard work is essential.
• Developing systems and processes is key to business growth.
• Leadership skills must evolve as the business scales.
• Allowing employees to make decisions is vital for their growth.
• Failure is a part of learning; it should be embraced.
• Traditional methods can still be used to achieve effective marketing. You have to manage the outcome, not the minutia.
• Trust your team to handle tasks effectively.
• Finding better people to hire is crucial for growth.
• Transitioning to retirement can be challenging without goals.
• Boredom can lead to unhealthy habits post-retirement.
• Helping others grow is a fulfilling aspect of business.
• A bored entrepreneur can struggle with motivation.
• Partnerships can expedite business growth and success.
• The home services market may face challenges in the coming years.
• Running lean is essential for navigating economic downturns.

00:00 Introduction to Joe Strittmatter's Journey

02:52 Transitioning from Construction to Service

06:11 Navigating the 2009 Housing Crisis

08:53 Growth and Profitability in Business

12:04 The Importance of Leadership and Systems

14:53 Lessons Learned from Mentorship

18:02 Scaling and Managing Growth

22:07 Leadership and Trust in Business

23:05 Navigating Life After Business

27:01 The Importance of Purpose and Goals

30:07 New Ventures and Partnerships

34:35 Preparing for Market Launch

38:57 Future Challenges in Home Services

plumbing, HVAC, business growth, entrepreneurship, leadership, service industry, profitability, mentorship, marketing, construction, leadership, business growth, retirement, entrepreneurship, partnerships, market launch, home services, purpose, goals, challenges, Justin Deese, Freedom Blueprint Podcast, When Your...

Show Title:  The Profit Blind Spot: What’s Really Killing Your Bottom Line

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Episode Number: 82

Date: April 7, 2025

Duration: 37:56

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Kristen Deese

Company: Virtual CFO

Guest Website: KristenDeese.com

Gift to listeners: Cost of A New Hire Calculator- Email Kristen@KristenDeese.com

PowerProfitWorkshop.com

Summary

In this episode of the Freedom Blueprint podcast, Justin and Kristen Deese discuss the importance of understanding profitability in business, the impact of cash flow, and the upcoming Power Profit Workshop. They emphasize the need for intentional systems, the role of AI, and the significance of evaluating marketing spend. The conversation also touches on the challenges of hiring and the necessity of having a clear plan for revenue generation. The episode concludes with details about the workshop designed to provide in-depth learning and actionable strategies for business owners.

Takeaways

• More sales do not equal more profitability.
• Busy does not always mean productive or profitable.
• Intentional systems are crucial for business success.
• Understanding gross profit margin is essential for profitability.
• Cash flow is different from profitability and must be managed separately.
• Marketing spend should be evaluated carefully for ROI.
• Hiring new staff requires a clear plan for revenue generation.
• AI can enhance business operations if used correctly.
• Workshops provide deeper learning opportunities than large conferences.
• You need to hold your marketing accountable for performance.

Chapters

00:00 Introduction to Profitability Challenges

08:09 Understanding Profit Margins and Sales

15:49 Identifying Overhead and Administrative Costs

25:12 The Impact of Debt and Advertising on Profitability

29:43 Upcoming Power Profit Workshop Overview

Keywords

business, profitability, cash flow, virtual CFO, workshop, AI, marketing, financial management, event planning, entrepreneurship

Mentioned in this episode:

Power Profit Workshop 2025- PowerProfitWorkshop.com