The Home Services Marketing Podcast Growth To Acquisition

Adam Loveridge
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The Home Services Marketing: From Growth to Acquisition Podcast is designed for home service contractors looking to grow their businesses and position themselves for acquisition. Hosted by Adam Loveridge, founder of Blue Forge Marketing, this podcast shares practical strategies for heating, air conditioning, plumbing, and remodeling contractors to scale their operations through Search Engine Optimization (SEO), Website Design, and digital marketing.

  1. Jun 22

    Slow and Steady Wins the HVAC Race | Kyle Kelch, North Star Heating and Air

    I brought Kyle Kelch of North Star Heating and Air onto the podcast for one reason: he runs a 26-year-old family business that has done almost everything backward compared to what the industry tells you to do and it is working better than most. No aggressive scaling. No chasing private equity. No high-pressure sales tactics on service calls. Just a slow, deliberate build anchored in treating every customer like family, and every technician like one too. Kyle took over from his father, Terry Senior, who started North Star with two unmarked trucks and no marketing budget. Today they run nine trucks, they are tracking toward $5 million in revenue, and their customers are inviting their technicians to weddings and birthday parties. That is not a line in a mission statement. That is what actually happens when you get the culture right. In this episode, Kyle and I go deep on how they built it, what they refused to do along the way, and what their free tune-up-for-life program actually generates in long-term revenue. We also get into the private equity wave hitting the HVAC space right now, and why Kyle sees it as an opportunity rather than a threat. If you are running a home services company and you are trying to build something you can pass down instead of something you can cash out, this one is for you. CHAPTERS Chapters: 00:05 - The Impact of Private Equity on Customer Dynamics00:57 - The Importance of Sustainable Growth10:28 - The Impact of SEO on Business Growth24:15 - Building Relationships Through Customer Service31:10 - Transitioning to Digital Marketing Strategies43:16 - The Importance of Customer Relationships in Business53:43 - Starting a Business in Home Services: Insights and Advice01:00:05 - Expansion Plans for North Star Heating and Air COMPANIES MENTIONED North Star Heating and Air Family-owned HVAC company based in Utah, founded by Terry Kelch Sr. and currently led by Kyle Kelch as second-generation owner. They serve the Salt Lake Valley, Utah County, West Jordan, Sandy, Lehigh, and Park City areas. Known for free lifetime tune-ups, commissioned technicians who operate with a service-first mindset, and a zero-debt growth philosophy. Blue Forge Marketing Home services marketing agency owned by Adam Loveridge, specializing in heating and air conditioning, plumbing, remodeling, and garage door contractors. Blue Forge has managed North Star's SEO, Google Business Profile, social media, and Connected TV advertising for over 12 years. WEBSITES MENTIONED Blue Forge Marketing: https://www.blueforgemarketing.com North Star Heating and Air: Search North Star Heating and Air on Google to find their current site and business profile GUEST INFORMATION Kyle Kelch Kyle is the second-generation owner of North Star Heating and Air, a family-run HVAC company in Utah founded by his parents roughly 26 years ago. He came up as a technician, spent time working for a larger company specifically to study their operations, then brought those systems back to his family's business and rebuilt it from the ground up. Under Kyle's leadership, North Star grew from two unmarked trucks doing under $700,000 a year to nine trucks on track to hit $5 million. He manages a straight-commission technician team, personally reviews every invoice, and follows up with customers after every service call. He also dedicates a set number of hours per week to in-person networking, which he credits as a meaningful driver of organic growth. Kyle is also the on-camera spokesperson for North Star's Instagram Reels and Connected TV ad content, where he focuses on homeowner education rather than promotional messaging. He is actively planning a plumbing service line expansion and is raising the business with the intention of passing it to the next generation. To reach Kyle or schedule a service in the Salt Lake Valley area, call North Star directly or find them on Google.

    Slow and Steady Wins the HVAC Race | Kyle Kelch, North Star Heating and Air

  2. May 28

    This is How Olga Started a $2 Million Painting Company With Only $500

    I sat down with Olga de la Cruz, co-founder of HQ Painting in Salt Lake City, Utah, to talk about what it takes to build a high-end painting company from scratch. Starting in 2012 with $500 in their first month, Olga and her husband have grown HQ Painting to target $2.2 million in revenue this year, with a team of eight crews dedicated to custom, detail-oriented work. Olga breaks down how they hire, train, and retain painters, why referrals and networking drive the bulk of their business, and how they built a brand that homeowners and contractors remember. She also gets personal about what the $7 million goal really means to her and what comes after. Timestamps Chapters: 00:21 - Finding Your Niche in Business02:03 - Starting a Business in the Painting Industry10:29 - Transitioning to Marketing Strategies22:31 - Establishing a Brand Identity28:40 - The Future Vision: Growth and Giving Back Guest Information Olga de la Cruz is the co-founder and spokesperson of HQ Painting, a high-end residential and commercial painting company based in Salt Lake City, Utah. She and her husband launched the business in 2012 and have grown it by focusing on detail-driven work, low employee turnover, and strong community relationships. Olga is also passionate about supporting women business owners and giving back in Mexico. Companies Mentioned HQ PaintingBlue Forge MarketingVistaprintSherwin-Williams Websites Mentioned HQ Painting UtahBlue Forge Marketing Key Takeaways Find your niche early and build your processes around it.Hire for attitude, train for skill.Pay your people first. Respect keeps them around.Referrals and networking can carry a business to $2M.Brand consistency across every touchpoint builds recognition.

    This is How Olga Started a $2 Million Painting Company With Only $500

  3. Mar 16

    The CTV Strategy That Cut One Contractor's Cost Per Lead by 90%

    In this episode, I sit down with Jessica Chase from Get Above the Fold to talk about programmatic advertising and connected TV for home service contractors. She walks me through how these ad formats work, when to start using them, and how they lift results across your other marketing channels. We get into building a strategy around your first-party data, CRM lists, and event geofencing. Jessica shares real client numbers, including cost-per-lead results that most contractors have not seen from Google alone. She also breaks down budget ranges that make sense at different stages of business growth. Chapters: 00:04 - Scaling Marketing Spend and Testing Strategies06:00 - Introduction to Programmatic Advertising20:47 - Starting a New Marketing Strategy31:39 - Understanding Programmatic Advertising for Contractors43:16 - Understanding Customer Personas in Marketing48:03 - Understanding Customer Data for Business Growth Guest Information Jessica Chase is the founder of Get Above the Fold, a programmatic advertising agency. She has 20 years of marketing experience, including time at 1-800 Contacts, Rakuten, and a cash back marketing company. She helps home service contractors reach the right audience through CTV, audio, display, and native advertising. Companies Mentioned Blue Forge MarketingGet Above the Fold1-800 ContactsRakutenThe Trade DeskService TitanHuluPeacockSpotify Websites Mentioned Blue Forge MarketingGet Above the Fold Take Aways Start programmatic with your CRM and site retargeting data before broad prospecting.Layer CTV into your marketing mix once you have at least $3,000 to $5,000 per month to test.Knowing your customer data, zip code, gender, and home age, makes targeting more precise.Running multiple ad formats across channels raises conversion rates on average by about 20%.At higher spend levels, moving budget into programmatic can reduce cost per lead well below what Google Ads delivers on its own.

  4. Jan 13

    What It Really Takes to Grow a Home Service Business on Purpose

    I sit down with John Jauvenaux from BB Septic in Northwest Arkansas to talk about what it really takes to build a stable, profitable home services company. We get into his early jobs, failed ventures, and how he turned a small septic outfit into a growing business by focusing on integrity, systems, and the right people instead of shortcuts. From my side as an agency owner, I share how this lines up with the way we help contractors grow from survival into serious scale. We talk through old-school marketing like Yellow Pages and door hangers, how online listings and NAP consistency changed the game, why reviews matter so much, and how EOS, integrators, and clear processes let an owner step out of the truck without losing control. Chapters: 00:07 - Taking Ownership of Success02:07 - Transition to Digital Marketing and Business Strategies12:21 - The Importance of NAP Consistency in Digital Marketing21:34 - The Journey of Learning and Self-Discovery25:22 - Transitioning to Ownership and Leadership31:29 - Identifying and Solving Business Problems44:33 - Transitioning to Marketing Strategies52:14 - The Power of Local Marketing and Networking56:32 - Taking Action in Business: The Importance of Implementation58:55 - Navigating Success: Lessons from a Lifelong Entrepreneur01:06:38 - Building a Business: Growth, Acquisition, and Legacy Companies MentionedBlue Forge MarketingBB SepticDexMantaYextTripAdvisorGoogle Websites Mentionedhttps://www.blueforgemarketing.com/https://ip.com/https://www.manta.com/https://www.yext.com/https://www.tripadvisor.com/https://www.google.com/business/ Guest InformationJohn owns and leads BB Septic in Northwest Arkansas. He has worked in septic and portable sanitation for more than thirty years, growing from a two-truck outfit into a multi‑million dollar operation. John focuses on clear processes, education-based marketing, and building a team that can run the day-to-day while he works on new projects in wastewater and speaks at industry events.

    What It Really Takes to Grow a Home Service Business on Purpose

  5. 12/19/2025

    From 6 Employees to 96 Vehicles: How to Scale a Home Services Business Without Losing Your Culture

    I had the pleasure of sitting down with Carrie Kelsch, CEO of A Plus Garage Doors, to talk about her incredible journey from mortgage broker to running the largest garage door company in Utah. We covered everything from surviving the 2008 housing crisis to building systems and processes that took her from six employees to 96 vehicles on the road. Carrie shared her strategies for creating a strong company culture, implementing Service Titan to gain transparency across operations, and the decision to join Guild Garage Group in 2022. This conversation is packed with practical advice for any home services contractor looking to scale their business. What stood out most to me was Carrie's focus on the blue collar worker and her Youth in the Trades program that gives teenagers exposure to careers in the trades. She also emphasized the importance of making sure your technicians take ownership of customer reviews and creating a five star experience at every job. If you're in the home services space and want to grow, this episode is a must listen. Chapters: 00:09 - The Value of Blue Collar Workers06:41 - Transition to the Garage Door Industry07:34 - Implementing Systems for Business Growth21:10 - Transitioning to Effective Marketing Strategies23:30 - The Shift to Digital Marketing37:09 - Transitioning to Guild Garage Group49:04 - Strategies for Success in Home Services Companies Mentioned A Plus Garage Doors Blue Forge Marketing Guild Garage Group Expert Garage Doors Goldman Sachs 10,000 Small Businesses Service Titan Lehman Brothers Countrywide Websites Mentioned blueforgemarketing.com Guest Information Carrie Kelsch is the CEO and founder of A Plus Garage Doors, which she started in 2005. She grew the company from six employees doing 1.5 million in revenue to 96 vehicles on the road pushing for 50 million in annual revenue. In 2022, she joined Guild Garage Group and expanded operations into Las Vegas.

    From 6 Employees to 96 Vehicles: How to Scale a Home Services Business Without Losing Your Culture

  6. 12/09/2025

    How to Build an HVAC Marketing Plan That Actually Drives Calls

    In this episode, I sit down with Tom Rand from Climate Care to discuss practical HVAC marketing strategies that work. Tom oversees marketing for 30 independently owned HVAC companies and shares what he's learned about attribution, SEO, building marketing plans, and knowing when to hire help. We talk about the shift from reactive marketing to strategic planning, why organic search matters more than ever, and how AI is changing the game. If you're an HVAC contractor looking to grow past the word-of-mouth stage, this conversation covers the foundations you need. Tom breaks down how to measure what's working, when to bring in specialists, and why treating marketing like any other business process will set you apart from competitors who are still throwing money at problems. Chapters: 00:04 - The Importance of Details in Branding03:41 - Transitioning into HVAC Marketing09:37 - The Navigator Program and Its Importance13:28 - The Importance of a Marketing Plan21:51 - Understanding Customer Attribution in Marketing27:08 - Understanding Customer Engagement and Marketing Attribution31:08 - The Importance of SEO in Marketing39:58 - Lead Generation vs. Brand Awareness41:56 - Starting with SEO Companies47:41 - The Importance of Active SEO Involvement55:00 - Core Values Alignment in Business Partnerships59:10 - Identifying When to Hire a Marketing Manager01:07:31 - Understanding the Role of Marketing Managers in HVAC Businesses01:10:14 - Meeting Customers Where They Are: Marketing Flexibility01:18:41 - Embracing Courage and Differentiation in Business01:20:03 - Strategic Planning for Business Growth Companies Mentioned Climate Care Blue Forge Marketing Searchlight ServiceTitan Nexstar Network Guild Websites Mentioned blueforgemarketing.com joinclimatecare.com Guest Information Tom Rand is the Member Marketing and Implementation Manager at Climate Care, a cooperative of 30 independently owned HVAC companies across Canada. He started in HVAC in 2021 after a background in retail management and operations, bringing a fresh perspective to the industry. You can connect with Tom on LinkedIn. Key Takeaways Start with your existing customer database before spending money on strangers. A strong referral program and regular outreach to past customers costs less and converts better than paid advertising alone. SEO and organic search results build credibility that paid ads cannot replace. People still skip ads and trust organic rankings, so showing up naturally in search results should be a priority Marketing needs a plan with clear goals and measurements agreed upon before you start spending money. Treat marketing like any other business operation with systems, accountability, and regular reviews. Hire marketing help when you're ready to scale past organic growth. Look for specialists who understand HVAC specifically and can prove their expertise with examples and transparent reporting. Meet customers where they are by offering multiple contact methods. Not everyone wants to call, so provide text, online booking, forms, and chat options to capture all opportunities.

    How to Build an HVAC Marketing Plan That Actually Drives Calls

  7. 11/27/2025

    Letting Go to Grow: How Sobriety Built a Successful HVAC Business

    Host Adam Loveridge sits down with Scott Grimes from Grimes Heating and Air out of Oroville, California to discuss recovery, entrepreneurship, and building a successful HVAC business. Scott shares his journey from addiction to 31 years of sobriety, how integrity and financial systems became the foundation of his business growth, and the challenges of scaling from a one-man operation to a $6.5 million company with 16 trucks and 33 employees. This conversation covers everything from managing profitability and hiring staff to the importance of letting go and trusting your team offering valuable contractor business advice for anyone in the home services industry.Scott does not have a specific call to action but welcomes other contractors to reach out through Grimes Heating and Air's office in Oroville, California or via their Facebook page. Chapters: 00:12 - Financial Integrity and Personal Responsibility01:44 - Overcoming Adversity: The Journey to Recovery11:45 - The Journey of Recovery and Business Growth26:53 - The Challenge of Letting Go in Business Management40:24 - Letting Go: Embracing Change in Business44:59 - Navigating Control and Letting Go Takeaways: The journey of recovery is unique for each individual and does not have to conform to societal norms or expectations. A strong emphasis on honesty and integrity forms the foundation of successful business practices in the home services industry. Financial management and understanding labor costs are crucial for the sustainability and profitability of a business. Developing accountability within a team is essential for maintaining operational efficiency and ensuring quality service delivery. The importance of hiring motivated individuals who align with the company's values cannot be overstated, as they contribute significantly to a positive work environment. Letting go of control is a necessary step for growth, allowing trusted team members to take on responsibilities. Links referenced in this episode: blueforgemarketing.comgrimesheatingandair.comfacebook.com/grimesheatingandair Companies mentioned in this episode: Blue Forge Marketing Grimes Heating and Air Alcoholics Anonymous Dave Ramsey

    Letting Go to Grow: How Sobriety Built a Successful HVAC Business

  8. 11/20/2025

    How Faith and Customer Service Built a $2M Plumbing Business

    The episode of Adam Loveridge: Home Service Marketing Podcast, Luis Francisco, owner of Stashluk Plumbing Heating Services, shares his journey from immigrating at age 12 to acquiring the plumbing and HVAC company he worked at for 10 years. Luis discusses growing the business from 1.5 million to over 2 million in revenue through strategic marketing, customer retention, and faith-based principles. He emphasizes the importance of educating customers rather than hard-selling, maintaining strong relationships, and always having faith when facing business challenges. Luis explains his "why" - providing for his family and being a better father - and offers advice to aspiring service technicians about building clientele through hard work, respect, and genuine connections. Chapters: 00:09 - Understanding Customer Retention03:08 - Transitioning to Business Acquisition08:11 - Customer Retention and Education11:28 - The Importance of Understanding Your 'Why' in Business18:00 - The Journey of Faith and Service22:06 - Transitioning to Business Ownership Takeaways: One should never harbor trepidation regarding financial metrics; understanding them is crucial for growth. It is significantly more cost-effective to retain existing customers than to acquire new ones. Fostering long-term customer relationships necessitates an educational approach rather than aggressive sales tactics. Recognizing one's fundamental motivations or 'why' can profoundly influence business success and personal fulfillment. Investing time in educating technicians leads to better customer interactions and service quality. Maintaining a positive outlook and faith in God's provision can motivate perseverance through challenging business phases. Companies mentioned in this episode: Blue Forge Marketing Stash Luck Plumbing Heating and Air Links referenced in this episode: blueforgemarketing.com

    How Faith and Customer Service Built a $2M Plumbing Business
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The Home Services Marketing: From Growth to Acquisition Podcast is designed for home service contractors looking to grow their businesses and position themselves for acquisition. Hosted by Adam Loveridge, founder of Blue Forge Marketing, this podcast shares practical strategies for heating, air conditioning, plumbing, and remodeling contractors to scale their operations through Search Engine Optimization (SEO), Website Design, and digital marketing.

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