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 from Service Business Mastery, and Tom Peregrino from Service Nation.
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!
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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.
Takeaways
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
Chapters
Growing up in the trades with Daffin Cooling & Heating
Lessons learned from Service Nation and Lemon Seed Marketing
The birth of True North Strategies
Marketing mistakes contractors make
Diagnosing your business for true growth
How McKena and her father Tom are helping businesses as a dynamic team
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.
89 | Power Profit Workshop Recap and key takeaways with Kristen Deese
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.
Takeaways
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.
ChaptersKeywordsService Scalers, digital marketing, home services, customer acquisition, AI in marketing, marketing strategies, conversion rates, social media marketing, ROI, home service industry
87 | Building Relationships: The Power of Networking and Collaboration in Service Industries: Rory Krueger
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.
86 | Unlocking Success: How Live Video Tech Transforms Home Services with James Hatfield
Episode 86
Monday, May 5, 2025 • Duration 39:51
In this episode of the Freedom Blueprint podcast, Justin Deese interviews James Hatfield from LiveSwitch, exploring his journey from home services to technology innovation. James shares insights on how LiveSwitch is revolutionizing the home services industry with live video technology, enhancing customer experience, and improving operational efficiency. He discusses the importance of philanthropy, entrepreneurship programs for incarcerated individuals, and the future of staffing solutions in the industry. The conversation emphasizes the significance of building trust through video communication and networking on platforms like LinkedIn. TakeawaysJames Hatfield transitioned from home services to technology by educating himself in accounting and business.LiveSwitch started as a way to improve emergency response through live video technology.The company has developed a program to help incarcerated individuals become entrepreneurs.Live video technology is transforming the home services industry by enhancing customer experience and operational efficiency.Using live video can help businesses save time and resources by reducing unnecessary site visits.The technology allows for better communication and trust-building with customers during emergencies.Virtual assistants can provide staffing solutions for home service companies, reducing costs and improving service.Networking on LinkedIn can lead to valuable connections and business opportunities.LiveSwitch's technology can help document customer interactions and improve accountability.The future of home services may involve more virtual communication and less reliance on in-person visits.
Live Demo: Chapters00:00 From Home Services to Tech Innovator03:01 Philanthropy and Entrepreneurship05:54 Revolutionizing Emergency Response08:57 Transforming Home Services with Live Video11:48 Enhancing Customer Experience14:47 Leveraging Technology for Business Growth20:42 Revolutionizing Sales Calls with Technology21:36 The Customer Journey: From Inquiry to Engagement23:57 Enhancing Customer Trust Through Visual Communication25:29 Streamlining Technician Operations for Better Service27:52 Leveraging Technology for Emergency Situations29:29 Building Trust in High-Stress Scenarios30:36 Exploring Global Talent for Local Businesses33:34 Networking and Building Relationships for GrowthKeywords
85 | From Family to Fortune: How We Scaled Our HVAC Business to $9M - The Untold Journey with Aaron Ruddick
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.
Takeaways
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.
84 | Unlock Your Revenue Potential: Secrets from Power Selling Pros for Plumbing & HVAC Success! with Brigham Dickinson
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.
83 | New Ventures: Partnerships and Growth with Joe Strittmatter
Episode 83
Monday, April 14, 2025 • Duration 44:57
Show Information
Episode Number: 83
Title: New Ventures: Partnerships and Growth with Joe Strittmatter
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.
Takeaways
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.
ChaptersKeywords
82 | The Profit Blind Spot: What's Really Killing Your Bottom Line with Kristen Deese
Episode 82
Monday, April 7, 2025 • Duration 39:01
Show Title: The Profit Blind Spot: What’s Really Killing Your Bottom Line
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.
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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
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
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
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
Rebranding and establishing systems were crucial for the success of Kyko Garage Solutions.
Continuous learning and networking are essential for personal and professional growth.
Chapters
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
Keywords
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
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
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...
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
