Freedom Blueprint for Home Services | HVAC, Plumbing, Electrical, Leadership, Business Growth

Justin Deese | Home Service Industries
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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!

  1. 124 | Nobody Wants to Work? Let’s Talk About the Real Leadership Problem

    3D AGO

    124 | Nobody Wants to Work? Let’s Talk About the Real Leadership Problem

    Show InformationEpisode Number: 124 Date: December 22, 2025 Duration: 18:07 Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.com Guest Contact InformationGuest: Kate Hendrickson Contact: kate@justindeese.com Website: kate-hendrickson.com Additional Co-Host: Kristen Deese Contact: kristen@kristendeese.com Website: kristendeese.com SummaryIn this episode of the Freedom Blueprint Podcast, Justin Deese is joined by Kristen Deese and Kate Hendrickson for a behind-the-scenes conversation recorded while scouting the venue for Freedom Blueprint Live in Pensacola Beach. The trio dives into one of the most common frustrations in the home service industry — the belief that “nobody wants to work anymore.” Justin challenges that mindset and breaks down why hiring and retention issues are almost always leadership and culture problems, not labor shortages. They also preview what makes Freedom Blueprint Live different from typical conferences, explore leadership lessons inspired by the Blue Angels, and share a practical (and fun) discussion on how DISC personality styles can help leaders recognize and appreciate their teams in ways that actually matter — even down to gift-giving. Takeaways“Nobody wants to work” is a myth — strong leadership and clear expectations attract the right peopleCulture and retention are built intentionally, not by accidentMilitary leadership principles (like those used by the Blue Angels) translate directly to businessFreedom Blueprint Live is a working session, not a sit-and-listen eventUsing DISC helps leaders communicate, recognize, and reward team members more effectivelyAppreciation lands better when it matches the personality style of the person receiving it Chapters00:00 – Introduction and co-hosts 01:15 – Kate’s new Christmas novel Christmas Switch 03:17 – Recording on location and venue scouting 04:06 – Freedom Blueprint Live event overview 04:51 – Blue Angels leadership inspiration 07:00 – Busting the “nobody wants to work” myth 08:48 – Military leadership lessons and guest speakers 11:00 – DISC personality overview 13:28 – DISC-based recognition and gift-giving examples 16:00 – Final thoughts and event details Keywords#FreedomBlueprintPodcast #JustinDeese #KristenDeese #KateHendrickson #Leadership #Hiring #Retention #CompanyCulture #DISC #EmployeeRecognition #HomeServiceBusiness #HVAC #Plumbing #Electrical #ContractorLife #BusinessLeadership #FreedomBlueprintLive #BlueAngels #MilitaryLeadership #PensacolaBeach Mentioned in this episode: SERVICE MANAGER ACADEMY 2026 WWW.SERVICEMANAGERTRAINING.COM

    19 min
  2. 123 | From Theater Kid to ServiceTitan Genius: The Blue Collar Nerd’s Ultimate Guide for Contractors

    DEC 15

    123 | From Theater Kid to ServiceTitan Genius: The Blue Collar Nerd’s Ultimate Guide for Contractors

    Show InformationEpisode Number: 123 Date: 12/15/25 Duration: 31:55 Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.com Guest Contact InformationGuest: Richard Kohberger (“Blue Collar Nerd”) Company: Blue Collar Nerd / ServiceTitan Guest Website: BlueCollarNerd.com SummaryIn this episode of the Freedom Blueprint Podcast, Justin reconnects with longtime friend and industry standout Richard Kohberger, better known as the Blue Collar Nerd. Richard shares how he went from being a self-described theater kid and tech geek to becoming a key voice in the home services space and a full-time ServiceTitan “genius.” He walks through his early days riding along as a tech in his dad’s HVAC company, the realization that field work wasn’t his long-term path, and how he transitioned into operations, inventory, and eventually deep technical and software roles inside the business. Richard also talks about feeling like an outsider at best-practice groups—and how being encouraged by Justin and others helped him embrace his different perspective and lean into content creation. Justin and Richard break down the origin story of the Blue Collar Nerd YouTube channel, how honest ServiceTitan critique videos led to a partnership and then a role at ServiceTitan, and why video is such a powerful medium for contractors who hate reading long release notes. Richard also introduces the Ultimate ServiceTitan Guide—a searchable, ever-evolving library designed to help everyone from new users to advanced operators get more out of the platform, faster. They wrap up with practical advice on underused ServiceTitan features that make technicians’ lives easier, reduce errors, and help owners build more scalable, modern home service businesses. TakeawaysYou don’t have to fit the “traditional contractor mold” to build a big impact in the trades—leaning into your unique strengths (tech, acting, content, systems) can create an entirely new role or business.ServiceTitan is constantly evolving, and staying current is essential if you want to stay competitive as marketing, technology, and customer expectations change.Video-based learning (like Blue Collar Nerd’s release note breakdowns) helps owners and teams understand new features without slogging through long technical documents.The Ultimate ServiceTitan Guide serves as a living library instead of a one-time course—everything is searchable and transcribed so teams can quickly find answers in the moment.Technicians often get the short end of the stick with software; smart setup and features like conditional logic in forms and configurable services dramatically reduce clutter and mistakes in the field.Dynamic pricing combined with configurable services helps keep your pricebook cleaner, more accurate, and easier for techs to use—while still protecting margins.Eliminating opportunities for human error with better systems isn’t about blaming people, it’s about designing a business that supports them. Chapters00:00 – Welcome & Reunion Justin welcomes Richard “Blue Collar Nerd” Kohberger back and sets the stage for the conversation.01:00 – Born into the Trades (But Not the “Typical Tech”) Richard talks about growing up around his dad’s HVAC company, being a theater/film kid, and why he never thought the trades would be his path.03:30 – From Ride-Alongs to Realizations How riding with techs turned into a full-time technician role—and the...

    33 min
  3. 122 | From One Truck to 120+: How Scott Irwin Built a Multi-Trade Machine (and Why You Must Raise Your Prices)

    DEC 8

    122 | From One Truck to 120+: How Scott Irwin Built a Multi-Trade Machine (and Why You Must Raise Your Prices)

    Show InformationEpisode Number: 122 Date: December 8, 2026 Duration: 36:19 Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.com Guest Contact InformationGuest: Scott Irwin Company: Network Plumbing, Electrical and Air Conditioning Email: scott@blueskynetwork.com.au Guest Website: https://networkplumbing.com.au/ Summary In this episode, Justin sits down with Australian trade veteran Scott Irwin, who has grown his company from one truck in 1987 to more than 120 trucks and 100+ team members across Sydney and Melbourne. Scott shares how the business evolved from single trade to multi-trade (plumbing, air conditioning, electrical, and handyman), and why leveraging an existing customer database is the fastest way to expand services without exploding marketing costs. They unpack the real impact of AI on the trades, the shift from pagers and Yellow Pages to iPhones and ServiceTitan, and how software has completely changed dispatching, reporting, and scalability. Scott also tells the story of how he helped bring ServiceTitan to Australia, what that rollout looked like, and why software is a “Ferrari” that only works if you know how to drive it and actually implement. Scott closes with hard-earned advice for owners 3–5 years into business: stop procrastinating, believe in your worth, and charge properly. He’s bought multiple businesses where owners underpriced themselves into a broke retirement, and he’s on a mission to change that mindset. You’ll also hear how he’s built a culture where young techs are lined up at 5:45 a.m. with a smile, why your team is more important than your customers, and how to create customers “for life” by first taking care of your people. TakeawaysProcrastination kills growth – pick one thing, implement it, and move; stagnation is the silent business killer.Believe in your worth and price accordingly – many trade owners undercharge for decades and have nothing to show when it’s time to sell.Your existing database is your gold mine – adding trades (like electrical or aircon) to current customers is far cheaper than acquiring new ones.Repeat business is everything – Scott’s company runs on ~72% repeat clientele, dramatically lowering marketing costs and boosting profitability.Software isn’t a magic bullet – ServiceTitan (or any platform) only works if you already have solid processes and a commitment to implementation.AI will hit white-collar first, not the trades – but tech-enabled trades will win; the human relationship still matters most.Take care of your team so they take care of your customers – culture, belief, and genuine care create a place people love to work.Surround yourself with winners, not whiners – top operators in the trades are usually happy to help… if you actually execute on their advice. Chapters00:02 – Meet Scott Irwin: From “Down Under” to the Freedom Blueprint01:02 – Starting in 1987: One Truck, Pagers, and Public Pay...

    39 min
  4. 121 | The 5 Leadership Challenges Crippling Your Service Manager (and How to Fix Them Fast)

    DEC 1

    121 | The 5 Leadership Challenges Crippling Your Service Manager (and How to Fix Them Fast)

    Show InformationEpisode Number: 121 Date: December 1, 2025 Duration: 15:22 Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.com ServiceManagerTraining.com SummaryIn this solo episode, Justin breaks down the five biggest leadership challenges every service manager faces—and more importantly, how home service business owners can help their managers overcome them. Whether your service manager is drowning in technician drama, struggling to hold people accountable, afraid of KPIs, buried in chaos, or burning out… this episode shows you exactly where the gaps are and how to close them. Justin shares real stories from 20 years in the trades, the hard lessons he learned from promoting great technicians into leadership without proper training, and a clear roadmap to transform your service manager into the leader your business desperately needs. If you’re ready for better performance, stronger culture, predictable revenue, and a business that can finally scale without you — this episode is your blueprint. TakeawaysThe technician-to-leader transition is the #1 place service managers fail — and it’s predictable.Tough conversations aren’t a personality trait; they’re a teachable leadership skill.Most service managers make decisions on gut, not data, because nobody taught them KPIs.Without documented systems, your service manager becomes the bottleneck that limits growth.Burnout isn’t a badge of honor — it’s a culture problem that destroys great managers.Every challenge is a skill gap, not a character flaw — and skill gaps can be trained. Chapters00:00 — Welcome & Why This Episode Matters 01:22 — The Technician-to-Leader Trap 05:41 — Why Difficult Conversations Don’t Happen 10:06 — KPIs: The Missing Link in Daily Leadership 14:42 — Systems That Scale (and Set Managers Free) 18:38 — Leading Without Burnout 21:55 — Why Training Your Service Manager Changes Everything 22:45 — Learn More About Service Manager Academy Keywords#ServiceManager #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalBusiness #LeadershipDevelopment #TechnicianToLeader #BusinessGrowth #ServiceManagerTraining #TradeBusinessSuccess #FreedomBlueprintPodcast Mentioned in this episode: SERVICE MANAGER ACADEMY 2026 WWW.SERVICEMANAGERTRAINING.COM

    16 min
  5. 120 | Then vs. Now: The Shift in Contractor Mindset with Justin and Janeen Norquist (Live at Service World Expo 2025)

    NOV 28

    120 | Then vs. Now: The Shift in Contractor Mindset with Justin and Janeen Norquist (Live at Service World Expo 2025)

    Show InformationEpisode Number: 120 Date: Nov 28, 2025 Duration: 32:16 Host Contact InformationHost: Justin Deese Website: JustinDeese.com Email: podcast@JustinDeese.com Guest Co-Host: Kristen Deese Website: KristenDeese.com Guest Contact InformationGuests: Justin & Janeen Norquist Company: Just In Time Heating, Air Conditioning & Plumbing Website: www.JustInTimeHeroes.com Emails: • Justin – Justin@JustInTimeHeroes.com • Janeen – Janeen@JustInTimeHeroes.com Episode DescriptionThe contracting world has changed — fast. In this episode, we explore how leadership, technology, team culture, and customer expectations have reshaped the plumbing and HVAC industry. Recorded live at Service World Expo 2025, Justin and Kristen sit down with Justin and Janeen Norquist of Just In Time to unpack what the industry looked like 10–15 years ago versus today. From hiring for culture instead of résumés, to leveraging AI and modern training tools, to redefining emergency service and building a workplace where people want to stay—this conversation is a masterclass in evolving your business without losing your values. SummaryBuilding a sustainable contracting business today looks nothing like it did a decade ago—and the Norquists have lived the shift firsthand. Over 15 years, they grew Just In Time from a two-person 24/7 operation to a 24+ employee, culture-first organization anchored in core values, structure, and modernized training. They share how the expectation of “years of experience” has been replaced by hiring for attitude, work ethic, and alignment. Technology like Service Titan, Conduit, and Interplay has shortened training timelines from years to weeks, created consistency across the team, and helped them compete with underpriced one-truck operators in rural markets. The conversation digs into how AI is already becoming a powerful support tool for communication, leadership, and coaching—and why it should supplement thinking, not replace it. The group also explores generational changes in the workforce, the shift away from 24/7 emergency service, and how DISC profiles and value-driven leadership create stronger teams. It all wraps with a powerful leadership example: Justin’s year-long daily habit of walking a mile and reading every morning, which quietly transformed their entire company as the team joined in. TakeawaysExperience ≠ Alignment: A tech with 20 years in the field might still do things the wrong way. Hire for character and train the skill.Six-week ramps are the new norm: Modern tools have drastically shortened the path to productivity for new technicians.Tech unlocks consistency: ServiceTitan forms, digital proposals, and structured processes ensure every customer gets the same quality experience.AI is a force-multiplier: Use it as a thinking partner to refine communication, draft documentation, anticipate team questions, and coach technicians.Customers aren’t looking for the cheapest—just the clearest value: Tools like Conduit help simplify complex choices and separate your...

    33 min
  6. 119 | From High School to HVAC CEO: How 20-Year-Old Julian Crawford is Redefining Success

    NOV 27

    119 | From High School to HVAC CEO: How 20-Year-Old Julian Crawford is Redefining Success

    Show InformationEpisode Number: 119 Date: November 27, 2025 Duration: 29:29 Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.com Guest Contact InformationGuest: Julian Crawford Company: APE Services Guest Website: Julian.APEServices@gmail.com  Summary In this inspiring live episode from Service World Expo 2025 in Las Vegas, Justin Deese sits down with Julian Crawford, the 20-year-old entrepreneur behind APE Services, an HVAC and plumbing company shaking up the home service industry in Central Florida. Joined by Tom Peregrino, former Service Nation president, the group dives deep into Julian’s journey — from graduating high school and rolling up his first line set to building a thriving business in less than two years. Julian shares how curiosity, courage, and calculated risk-taking helped him move from employee to entrepreneur before most people even start their careers. He also reveals how technology and AI have become game changers in his operations — from troubleshooting jobs to recording with Meta smart glasses. This episode is a masterclass in hustle, mindset, and modern leadership for the next generation of tradespeople. Takeaways🌟 Age is just a number when your mindset is growth-driven.💡 Take risks when you have “nothing to lose” — use your season of freedom to learn and build.⚙️ Technology (like AI and smart glasses) can transform the trades.📈 “Hustle like you’re broke” — effort and consistency beat excuses.🧠 Surround yourself with the right people; your circle defines your trajectory.💬 The “magic sauce” for business success: implementation. Chapters00:00 – Live from Service World Expo 2025 01:00 – Meet Julian Crawford: 20-Year-Old Contractor and Entrepreneur 03:00 – From Graduation to HVAC Startup 06:00 – The Power of Taking Action and Meeting Mentors 10:00 – Risks, Rewards, and the Mindset of a Young Business Owner 14:00 – Using AI and Tech to Grow in the Trades 18:00 – Sacrifice, Discipline, and Focus on the Bigger Picture 22:00 – Lessons from Mentors and Early Entrepreneurship 25:00 – “Luck” is Just Preparation Meeting Opportunity Keywords#FreedomBlueprint #HVAC #Entrepreneurship #YoungEntrepreneur #HomeServices #Plumbing #AI #ServiceWorldExpo #Trades #BusinessGrowth #JustinDeese #JulianCrawford #APEservices #Mindset #Implementation #Leadership #TechnologyInTrades #SmallBusiness #Inspiration #ServiceNation Mentioned in this episode: SERVICE MANAGER ACADEMY 2026 WWW.SERVICEMANAGERTRAINING.COM

    30 min
  7. 118 | How Contractors Cut Taxes with Smarter Benefits: $600/Employee Back with Matthew Abbott (Live from Service World 2025)

    NOV 26

    118 | How Contractors Cut Taxes with Smarter Benefits: $600/Employee Back with Matthew Abbott (Live from Service World 2025)

    Show InformationEpisode Number: 118 Date: November 26, 2025 Duration: 24:10 Host Contact InformationHost: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.com Guest Contact InformationGuest: Matthew Abbott Company: Abbott Family Insurance Guest Website: Abbottfamilyagency.com Guest email: matthew@abbottfamilyagency.com Summary Live from Service World 2025 in Las Vegas, Justin and guest co-host/Virtual CFO Kristen Deese sit down with Matthew Abbott of Abbott Family Insurance to unpack a turnkey way contractors can legally lower taxable wages, reduce FICA/FUTA/SUTA, and still make employees whole—often putting ~$600 net back per employee per year. You’ll hear how a Self-Insured Medical Reimbursement Plan working alongside Section 125/105 cafeteria and medical reimbursement rules can be implemented without disrupting payroll, why it doesn’t tank Social Security earnings history, and how MEC options help smaller shops finally offer benefits that recruit and retain. Matthew also previews a no-sales-call, secure online pricing tool for employer benefits. TakeawaysCFO vs. Tax Pro: Same numbers, different goals—valuation vs. tax minimization can (and should) work together.Strategy basics: Pair Section 125 cafeteria plans with Section 105 medical reimbursements to lower taxable income while reimbursing employees to keep take-home whole.Contractor impact: Roughly $14,000 reduction in taxable wages per employee can net ~$600/year to the business per employee (on average).Compliance confidence: Matthew’s team backs implementations with audit support and experience working with audited public-sector groups.W-2 & Social Security: Taxable income drops, but reported gross for things like loans and long-run Social Security calculations remains intact.Benefits mix: Combine MEC (Minimum Essential Coverage) for affordability with buy-up major medical options to boost enrollment and retention.Coming soon: A secure, contactless employer-benefits pricing tool to compare plans without the sales-call gauntlet. ChaptersMeet Matthew Abbott & why taxes ≠ growth: setting CFO vs. CPA expectationsWhat is a Self-Insured Medical Reimbursement Plan (and why big companies already use it)How the plan flows through payroll: pre-tax reduction + after-tax reimbursementThe math for contractors: shrinking FICA/FUTA/SUTA and capturing ~$600/employee/yearAudit posture & why public-sector experience mattersTech-forward enrollments: simple portals and mainstream carrier networks/TPAsMEC plans for small teams: affordable entry + optional buy-upsW-2 box details, mortgages, and Social Security averages clarifiedPricing pressure, retention, and avoiding “set it & forget it” benefitsAnnouncement: contactless online pricing tool & how to reach Matthew Keywords#ContractorTaxSavings #Section125 #Section105 #CafeteriaPlan #MedicalReimbursement #SIMRP #SelfInsuredBenefits #FICA #FUTA #SUTA #MECPlans #EmployeeBenefits #HomeServiceContractors #VirtualCFO #Valuation #EBITDA #Recruiting #Retention #PayrollStrategy #ServiceWorld2025 Mentioned in this...

    25 min
  8. 117 | Nine Women, One Canyon: The Hiking Tribe’s 32-Mile Grand Canyon Gauntlet (Live at Service World Expo 2025)

    NOV 25

    117 | Nine Women, One Canyon: The Hiking Tribe’s 32-Mile Grand Canyon Gauntlet (Live at Service World Expo 2025)

    Show Information Episode Number: 117 Recorded at Service World Expo (October 2025) Date: November 11, 2025 Duration: 23:52 Host Contact Information Host: Justin Deese Website: JustinDeese.com Contact: podcast@JustinDeese.com Guest Contact Information Guest: “The Hiking Tribe” (3 of the 9 women) — Kim Martin, Kristen Deese, and Company: Various (women from the trades) Summary Recorded live at Service World Expo 2025, Justin and guest co-host Kristin Deese sit down with three members of a nine-woman “Hiking Tribe” who tackled the Grand Canyon’s Hermit Trail: 32 rugged miles over four days with ~35-40 lb packs, cliff-hugging traverses, and a brutal first day dropping ~5,000 feet. They share how permits pushed them from a planned rim-to-rim into an even gnarlier route, why trekking poles saved their knees, what camp life really looked like, and the surreal moment a supermoon lit the canyon like daylight. Most powerful of all: the solidarity—nine women from the trades choosing a hard thing, supporting each other through fear, tears, and triumph, and proving they can do it again. Takeaways Hard resets matter: four days off-grid (no music/speakers per leave-no-trace) brought unexpected calm and clarity.Downhill is the destroyer: 5,000 feet down over “Grand Canyon miles” taxed arms, triceps, and balance more than the climb out. Trekking poles made a huge difference.Team > terrain: nine women rotated help—tent setup, foot care, morale (yes, trail songs!)—so everyone got through the sketchy spots.Guides matter: smart food logistics and first-aid (especially feet) turned a suffer-fest into a safe, epic push.Choose hard things: testing limits builds personal strength at any age—then makes you hungry for the next challenge. Chapters 00:00 — Live from Service World Expo 2025 + intros (Justin & guest co-host Kristin) 03:00 — The “crazy idea” is born: bucket lists → Grand Canyon plan (permits derail rim-to-rim) 05:30 — Hermit Trail reality: bouldering with 35–40 lb packs + cliffside single-track 08:15 — Day 1: 7 GC miles, 5,000 ft down, and the helicopter daydreams 10:40 — Why downhill hurt more than uphill + the magic of trekking poles 12:10 — Camp life: tents, food logistics, and surprisingly great fajitas 13:50 — Silence, serenity, and the post-trip aversion to background noise 15:20 — Leave-no-trace: even music is a no-go; embracing the quiet 16:40 — Supermoon over the canyon: a wordless, teary, unforgettable night 18:05 — Support systems: fear spikes, trail songs, and looking out for each other 19:30 — The deeper win: confidence, age-defying grit, and planning the next one 21:10 — Justin’s closing: pride, perspective, and why choosing “hard” matters Keywords #GrandCanyon #HermitTrail #ServiceWorldExpo #WomenInTrades #Backpacking #HikingTribe #OutdoorAdventure #RimToRim #Resilience #Mindset #Leadership #Teamwork #Supermoon #LeaveNoTrace #PersonalGrowth #FreedomBlueprintPodcast Mentioned in this episode: SERVICE MANAGER ACADEMY 2026 WWW.SERVICEMANAGERTRAINING.COM

    25 min
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About

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!

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