• Episode Number: 105
• Date: September 8, 2025
• Duration: 30:26

Host Contact Information

• Host: Justin Deese
• Website: JustinDeese.com
• Contact: Justin@JustinDeese.com

Guest Contact Information

• Guests: Stephanie & David Postell
• Company: Anchor Heating & Air | She Means Business | We Mean Business Conference
• Guest Website: WeMeanBusinessCHS.com
• Gift to listeners: Use code WMB150 to save $150 on registration

In this episode of the Freedom Blueprint Podcast, Justin sits down with husband-and-wife duo Stephanie and David Postell of Anchor Heating & Air to talk about their upcoming contractor-led conference, We Mean Business. Unlike traditional industry events, this conference is designed specifically for couples in the trades—providing an authentic, no-sales-pitch environment where contractors can connect, learn, and grow together.

From planning a Southern-style welcome party to creating space for real conversations about marriage and business, Stephanie and David share how their vision is helping entrepreneurs unplug, connect, and gain practical tools for long-term success.

• Why many industry conferences feel like sales pitches—and how We Mean Business is different.
• The unique challenges and strengths of running a home service business as a husband-and-wife team.
• The importance of “example therapy” over “talk therapy” when learning from successful couples in the trades.
• How unplugging from the daily grind often sparks the biggest breakthroughs.
• Why authenticity, networking, and shared experiences make this conference one-of-a-kind.

00:02 – Welcome back with Stephanie & David Postell

01:07 – Off-road adventures & unplugging as business owners

04:22 – The vision behind a contractor-led conference

07:57 – Why no one is focusing on husband-and-wife teams in the trades

12:29 – The inspiration for creating the We Mean Business event

16:11 – Respecting each partner’s role in the business

20:38 – Why timing matters: November slowdown & planning for 2025

22:25 – Unique experiences: Low Country boil & secret speakeasy party

24:07 – Conference details: dates, location, and registration info

27:35 – Speaker lineup & special guest couples

28:41 – Only 60 couples: Why this event is intentionally intimate

#WeMeanBusiness #AnchorHeatingAndAir #HomeServiceSuccess #ContractorLife #TradesBusiness #HusbandWifeBusiness #BusinessSpouse #HVACBusiness #PlumbingBusiness #ElectricalBusiness #EntrepreneurCouples #FreedomBlueprintPodcast

Episode Number: 104

Date: September 1, 2025

Duration: 49:02

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest: Josh Crouch (Relentless), Tersh (Service Business Mastery Podcast; Trade Automation Pros)

Company: Relentless; Service Business Mastery; Trade Automation Pros

Justin sits down with Josh and Tersh to dig into practical automation for home service companies—think Trello-based install workflows, warranty tracking, AI-assisted review replies, and turning your “external brain” into daily to-dos. They preview their Tap Into the Future conference in Savannah (Oct 3–5) with a Savannah Bananas game and hands-on “speed-dating” build sessions where attendees implement real automations before Monday. The trio tackles pricing turbulence, bloated tech stacks, and why optimizing processes before automating is the only way to win.

• Optimize → Automate → Delegate: Don’t automate broken processes; fix them first, then layer in automation and handoff.
• Hands-on beats hype: Their event features interactive build tables (e.g., Trello job flow from “sold” to “permit/equipment ordered”) so you leave with working systems.
• Control overhead with connectivity: Too many disconnected apps drive up costs and complexity—map data flow end-to-end.
• Review engine flywheel: Automate empathetic Google review replies and spin those into cross-platform social posts.
• Build an “external brain”: Capture ideas in a single place (e.g., Google Sheet) and auto-convert them into prioritized daily tasks.
• AI ≠ set-and-forget: Models change; prompts and workflows need periodic tuning to stay sharp.

00:00 — Welcome, Service Business Mastery & Trade Automation Pros, Savannah Bananas love

01:18 — The Bananas effect: from pushback to sellouts

06:26 — 2025 market weirdness: costs up, conversions down; why efficiency wins

08:36 — Why run an event in October (and how the Bananas inspired it)

10:50 — Format: mixer, ghost tours, interactive Saturday, automation speed-dating Sunday

11:58 — Build-live demo: Trello job/permit/equipment workflow

12:49 — Warranty claims automation (order → return → credit tracking)

16:38 — Humans + automation: free people from low-value data entry

21:05 — Prompt engineering today: still helpful, less mystical

26:31 — Search is shifting; AI browsers, agents, and what’s next

32:49 — Toward agentic, connected companies by decade’s end

34:12 — Centralizing comms vs. scattered texts/emails

38:51 — The “external brain” system & scheduled daily tasks

43:30 — Skool community for step-by-step Zapier/CRM templates

46:23 — Event info & speaker lineup; where to learn more

47:12 — Closing thoughts

#HomeService #HVAC #Plumbing #Electrical #TradeAutomation #Zapier #ServiceTitan #HousecallPro #Trello #AIWorkflows #GoogleReviews #CustomerExperience #Operations #ProcessOptimization #MarketingAutomation #Relentless #ServiceBusinessMastery #TradeAutomationPros #SavannahBananas #TapIntoTheFuture

Episode Number: 103

Date: August 25, 2025

Duration: 38:41

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest: Ryan Chute

Company: Wizard of Ads

Guest Website: RyanChute.com, WizardOfAds.Services, WizardOfAds.com

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Ryan Chute of Wizard of Ads to uncover how home service businesses can move from “invisible” to unforgettable. Ryan shares his journey from the grind of retail to running an eight-figure agency, shaped by his mentorship with Roy H. Williams and the Wizard Academy.

Ryan reveals why most marketing messages fail, how storytelling and entertainment drive customer trust, and why values—not just ads—determine long-term success. From the hidden power of radio to building memorable brandable chunks that stick in customers’ minds, Ryan gives a masterclass in transforming your marketing and your business.

If you want to stop blending in and start standing out, this episode is packed with strategies to help your business go from local to legendary.

• Why traditional “me-too” marketing makes your business invisible.
• How entertainment and storytelling build trust and memorability.
• The difference between values and beliefs—and why your brand needs the former.
• Why radio remains one of the most cost-effective and powerful advertising tools.
• How to use brandable chunks (jingles, slogans, hooks) that customers will sing back to your team.
• Why operations must deliver before marketing can accelerate growth.

00:00 – Welcome & Introduction to Ryan Chute

02:00 – Ryan’s Journey into Marketing & Wizard Academy

06:00 – Why Most Digital Marketing Misses the Mark

10:00 – How Wizard of Ads Creates Memorable Brands

14:00 – The Power of Entertainment in Marketing

19:30 – Spending Less on Marketing by Playing the Long Game

21:30 – What Business Owners Must Fix Before Budgeting Ads

24:00 – Values vs. Beliefs: The True Core of Branding

27:30 – Marketing as More Than Ads: Operations & Delivery Matter

29:00 – The Surprising Power of Radio Advertising

33:00 – A Marketing Challenge for Listeners

36:00 – How to Connect with Ryan Chute

37:15 – Closing Thoughts

#FreedomBlueprintPodcast #HomeServiceMarketing #WizardOfAds #RyanChute #HVACBusiness #PlumbingBusiness #ElectricalBusiness #MarketingStrategy #BrandBuilding #BusinessGrowth #StorytellingMarketing #RadioAdvertising #CustomerTrust #BusinessValues #Entrepreneurship

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

Show Information

Episode Number: 101

Date: August 15, 2025

Duration: 35:47

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest Contact Information

Guest: Cyndi Warren

Company: Warren Averett

Guest Website: WarrenAverett.com

Guest Email: Cyndi.warren@warrenaverett.com

Summary

In this episode, Justin and guest co-host Kristen welcome Cyndi Warren, Partner at Warren Averitt, to break down the recent sweeping tax legislation and what it means for home service business owners. From bonus depreciation to overtime deductions, R&D expensing to the elimination of certain meal deductions, Cyndi shares practical insights to help you prepare, adapt, and maximize the benefits available. Whether you run a plumbing, HVAC, or electrical business, you’ll walk away with actionable tips to stay compliant and profitable under the new tax landscape.

Takeaways

• Qualified Business Income Deduction extended, potentially saving business owners thousands.
• Bonus depreciation reinstated—100% write-off for equipment placed in service.
• Section 179 vs. bonus depreciation—when to choose one over the other.
• New overtime deduction rules and W-2 reporting changes for 2025.
• Many clean energy credits expiring—plan now if you rely on them.
• R&D expenses can be fully expensed again starting in 2025.
• Employer-provided meals will no longer be deductible after 2025 (with some exceptions).
• 1099 reporting threshold increasing to $2,000 in 2026.

Chapters

00:00 – Welcome & Introductions

02:00 – How fast the new bill became law

05:00 – Qualified Business Income Deduction extended

06:30 – Bonus depreciation vs. Section 179 explained

10:00 – Lessons from selling a business with depreciated assets

11:00 – New overtime deduction rules for employees

15:00 – The end of certain clean energy credits

16:45 – Interest expense deduction changes

18:00 – R&D expenses fully deductible again in 2025

22:00 – Employer-provided meals deduction ending

26:00 – 1099 reporting threshold increase

28:00 – ERTC audits and lessons learned

30:15 – About Warren Averitt and Cyndi’s ideal clients

33:45 – How to connect with Cyndi Warren

Keywords

#FreedomBlueprintPodcast #JustinDeese #CyndiWarren #WarrenAveritt #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalBusiness #TaxPlanning #BonusDepreciation #Section179 #OvertimeDeduction #RAndDExpense #CleanEnergyCredits #BusinessTaxTips #SmallBusinessFinance #QBIDeduction #ERTC #HomeServiceGrowth

Episode Number: 100

Date: August 11, 2025

Duration: 37:04

Host: Justin Deese

Website: JustinDeese.com

Contact: Justin@JustinDeese.com

Guest: Kristen Deese

Company: Virtual CFO for the Trades

Guest Website: KristenDeese.com

In this special 100th episode celebration, Justin flips the mic on Kristen, the powerhouse behind the Freedom Blueprint Podcast. They reflect on the journey from concept to consistent weekly content, sharing honest insights about the wins, the setbacks (hello, tech fails), and the lessons learned along the way.

Kristen pulls back the curtain on what it really takes to start and grow a podcast in the home service space — including the mindset hurdles, scheduling chaos, evolving tech, and the importance of just starting. Whether you’ve listened to all 100 episodes or this is your first, you’ll walk away inspired to implement and stay consistent in your own business journey.

• Consistency beats perfection. Most podcasts never make it past 10 episodes. Kristen pushed through the doubt and kept going.
• Mindset is everything. The biggest barrier to launching wasn’t gear — it was belief.
• Implementation separates successful business owners from the rest. Ideas are easy. Execution is rare.
• Technology will fail you — prepare anyway. From failed recordings to redundant internet providers, the podcast journey is full of pivots.
• Freedom + Blueprint = Purpose. Kristen explains how the show’s name was chosen to reflect what so many home service business owners lose — and how to reclaim it.

00:00 – It’s a Big Dill… I Mean, Deal

01:56 – Why Episode 100 Matters

03:49 – The Break, the Sale, and the Pivot

05:26 – Flipping the Script: Kristen Gets Interviewed

06:08 – Tech Fails and Starting Over

08:51 – Humble Beginnings: A USB Mic and a Window

09:28 – Best Advice from a Podcasting Coach

11:05 – How Guests Were Chosen (Then vs. Now)

12:10 – Guests or Solo Shows? Kristen’s Take

14:03 – Most Impactful Guest: Ara from ServiceTitan

16:10 – The Biggest Challenge: Mindset

18:20 – Why One Episode a Week Was the Right Call

19:03 – Behind-the-Scenes Work and Early Morning Recordings

20:28 – The #1 Thread Among Successful Guests

23:03 – The Value of Runway and Planning Ahead

24:11 – The Story Behind the Name: Freedom Blueprint

26:16 – 10 Years in the Truck? Why Time Flies and Change Matters

28:00 – No More Excuses: Learning the Business

29:12 – What’s Next for the Podcast

30:11 – Kristen’s Thank You to the Listeners

31:41 – Getting Recognized at the Piggly Wiggly?!

32:40 – Got a Topic Request? Let Us Know!

34:46 – Final Thoughts and What’s Coming

#FreedomBlueprint #KristenDeese #JustinDeese #HomeServicePodcast #Episode100 #ServiceTitan #BusinessPodcast #TradesBusiness #ImplementationMatters #PodcastJourney #CFOForTheTrades #MindsetShift #HomeServices #EntrepreneurJourney #PodcastLaunch #PlumbingBusiness #HVACSuccess #ElectricalBusiness #BusinessBlueprint #WomenInTrades

Show Information

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

Show Information

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