Show Information

Episode Number: 102

Date: August 18, 2025

Duration: 30:39

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Nicole Forbes

Company: Forbes HVAC & Refrigeration

Guest Website: ForbesRefrigeration.com

Summary

In this episode, Justin sits down with Nicole Forbes of Forbes Refrigeration & Air Conditioning in Scottsdale, Arizona, to discuss how she transitioned from a luxury private club career into co-owning a thriving HVAC and refrigeration business with her husband. Nicole shares the story of building a niche-focused company that serves high-end homeowners, private clubs, and wine refrigeration clients. She opens up about the lessons learned from adopting ServiceTitan early, joining best-practice groups, and the importance of building strong team culture. Listeners will take away insights on defining your ideal customer, the power of word-of-mouth marketing, and why leadership growth never stops.

Takeaways

• The power of focusing on a niche market and speaking your customer’s language.
• Why early adoption of the right software can fuel growth.
• Leveraging best-practice groups and coaching programs to accelerate success.
• Building a team culture rooted in integrity and customer care.
• The role of books like E-Myth and Raving Fans in shaping leadership and service excellence.

Chapters

00:00 – Introduction and welcome

01:45 – Nicole’s transition into the family business

03:29 – Adopting ServiceTitan from day one

06:53 – Joining BDR coaching and Rival Digital marketing

08:44 – From competition to collaboration in the trades

10:50 – Professionalizing the HVAC industry

12:28 – Partnering with your spouse in business

15:13 – Serving Scottsdale’s luxury market and wine refrigeration niche

17:55 – The importance of defining your target market

19:32 – Doubling revenue through team culture and integrity

21:27 – Word-of-mouth marketing on the golf course

22:08 – Favorite business books and team reading

26:46 – Leadership lessons learned

28:34 – How to connect with Nicole

Keywords

#FreedomBlueprintPodcast #JustinDeese #NicoleForbes #HVACBusiness #Refrigeration #ServiceTitan #BDR #RivalDigital #HomeServices #BusinessGrowth #TradeBusiness #CustomerExperience #WineRefrigeration #LuxuryHomeServices #LeadershipDevelopment #SmallBusinessSuccess #NicheMarketing #EMyth #RavingFans #WordOfMouthMarketing