Owned and Operated

Live from Pantheon, John sits down with RJ Magee (Sierra) and Tyson Chen (Avoca AI) to talk about the future of technology in home service — from AI call centers to multi-location growth and ServiceTitan integration.RJ shares how Sierra grew to 6 companies across 5 states through strategic acquisitions, while Tyson explains how Avoca's AI agents are transforming call centers — booking jobs, handling overflow, and integrating directly with CRMs.They unpack what it really takes to expand across geographies, standardize technology stacks, manage ServiceTitan instances, and build a culture that embraces change. If you're scaling locations, integrating new tech, or curious about how AI can actually work in the trades — this one's a playbook.

Over the last five years, Steve Carroll scaled Kelso Industries from zero to $1.1–$1.2B top line with 3,500+ employees across mechanical, electrical, and plumbing (MEP) — powered by 29 acquisitions and an “empowered, decentralized” operating model. In this wide-ranging conversation, Steve and John unpack the Kelso flywheel (construction ➜ retrofit ➜ maintenance ➜ service), how to choose what to centralize vs. decentralize, why leadership pipelines matter more than playbooks, and the realities of integrating owner-led companies at scale. We also dig into data center demand, non-union strategy, and the “survival mode” moments that nearly derailed the journey.If you're thinking about multi-location expansion, commercial/industrial MEP, or acquiring while operating, this one's a blueprint.What You'll Learn-The Kelso flywheel: use construction as an entry point, expand into retrofit, sell maintenance, earn lifetime service-29 acquisitions without breaking culture: partnering with operators, light-touch integrations, and when to standardize-Centralize vs. decentralize: cash & risk centralization; empower branches on P&L, customers, and ops-Building leadership pipelines (trades & military) to keep growth from stalling-Data centers & industrial demand: where the growth is and what capabilities matter- How a billion-dollar platform still treats growth like survival

In this episode of Owned and Operated, John Wilson sits down with his good friend and fellow operator, Rich Jordan, to unpack how he scaled from $700K to over $30M in just five years — across three branches and two states.Rich shares the unfiltered lessons from going multi-location, from the chaos of centralizing call centers too early, to re-decentralizing and finally recentralizing with the right infrastructure. He and John dive into the cultural challenges of acquisitions, how to win buy-in with frontline techs, why leadership development is the true bottleneck, and how “force of will” integrations differ from slow-play rollouts.Rich also reveals how his team pushed margins up 10 points in just 60 days, why he cut a top producer to save culture, and what it takes to prepare for a Greenfield launch while still buying and integrating new branches.Together, they unpack:The jump from $700K → $30M in five years through multi-location growthCentralize vs. decentralize — when to share services and when to splitDriving culture post-acquisition with rapid feedback loops and frontline winsLeadership pipelines from the trades and the militaryIntegration style: high-touch, high-speed, “bear hug” takeoversPreparing for Greenfielding — recruiting, training, and marketing from scratch

In this episode of Owned and Operated, John Wilson is joined by Jack Carr (Jackquisitions) to break down the 4 steps to train your sales team and raise revenue fast.From building a repeatable process to setting metrics, John and Jack share how to treat sales like an order of operations—diagnosing problems step by step so your team can fix weaknesses and improve call over call. They discuss why consistency beats ad-hoc training, how to gamify scoreboards so techs know exactly where they stand, and why “inspect what you expect” is the ultimate accountability layer.John shares how his $30M HVAC, plumbing & electric company used sales training to drive 50% year-over-year growth, while Jack explains how bringing on a salesperson as his third hire fueled 100% growth three years in a row.Together, they unpack:Step 1 – Have a process: Scripts, SOPs, and the scientific method of diagnosing sales gapsStep 2 – Be consistent: Regular training, skills practice, peer feedback, and role playStep 3 – Install metrics: Scoreboards, targets, gamification, and making numbers visible dailyStep 4 – Inspect what you expect: Ride-alongs, monitoring calls, coaching, and accountability loops

In this episode of Owned and Operated, John Wilson is joined by Jack Carr from Jackquisitions to break down how to hire the perfect employee—the true A-player who moves your business forward. From defining success to matching personality to role, John and Jack share a 4-step playbook to build an offer A-players want, market the job like a product, scope roles tightly with clear KPIs, and screen for the right behavioral fit.They dive into why you should treat hiring like marketing & sales, how to position your Indeed post (lead with “No On-Call,” Guaranteed 40 Hours, etc.), why unrealistic comp bands repel talent, and how scenario-based interviews reveal coaching temperament. John shares real examples from running a $30M HVAC, plumbing & electric company and the QA Tech role that slashed callbacks.Together, they unpack: • Offer first: Would you choose you? Comp, benefits, trucks, safety, facility • Market the job: Indeed ≈ GMB—headline your differentiators to get seen • Tight scope + KPIs: Roles people actually want, with success metrics in the post • Personality-to-seat fit: Coach vs. closer; stress tests & scenario questions (QA Tech example)

In this episode of Owned and Operated, John Wilson is joined by Jen Laughlin from WeSupplyTrades to break down how contractors can cut material costs without sacrificing quality. From OEM parts to exclusive brands, John and Jen dig into real-world ways to protect margin, get parts fast (even if you're rural), and build supplier partnerships that actually help you scale.They dive into shipping realities (UPS vs. LTL), why exclusives like Stream33/Breeze33/Bright33 can be margin game-changers, how to handle fraudulent tool orders, and what trust + open communication with your wholesaler should look like. John shares how swapping SKUs and auditing his top 500 items unlocked big savings inside a $30M home service company. Together, they unpack:Being the “lifeline” for hard-to-find OEM parts (and why that wins lifetime customers)The SKU audit playbook: start with your top 500 and swap line by linePartnering with wholesalers in 2025: trust, feedback loops, and clear expectationsFacility maintenance & rural logistics: stocking strategy without bloating inventory

In this episode of Owned and Operated, John Wilson is joined by Jack Carr from Jackquisitions to break down the four steps every business owner must take to truly become a CEO. From leaving the tools behind to managing senior leaders, John and Jack share the exact progression operators go through—and the pitfalls at each stage.They dive into the messy middle stages (what Jack calls “owner's hell”), where infrastructure costs skyrocket and leaders struggle to let go. John opens up about his own journey scaling a $30M home service company and when he finally felt like a real CEO. Together, they unpack:Why “founder” and “CEO” aren't the same thingThe hardest stage to escape and how to move past itWhy adding managers can both unlock growth and squeeze cash flowWhat it takes to lead through layers of leadership without losing speedThe looming leap from single-location to multi-location leadershipThis is a must-listen for any contractor or entrepreneur who wants to move beyond being “just the owner” and step fully into the CEO role.

In this episode of Owned and Operated, John Wilson is joined once again by Ethan Wright from Service Scalers to answer a big question: what would you do with a million-dollar marketing budget?Together, they unpack how $1M breaks down between demand capture (LSAs, PPC, SEO, lead partners) and demand generation (TV, radio, social, branding) — and why the first priority is always the lead. John and Ethan talk about beating proven channels until they're maxed, why operators get in trouble by spreading budgets too thin, and how the fastest-growing companies scale one or two channels to $100k+ a month.You'll also hear their frameworks for deciding budget allocation, the hidden crossover between capture and brand, and the real numbers John looks at daily to keep the board full. Whether you're running $2M or $20M, this conversation shows how the principles of lead generation never change — only the scale does.

In this episode of Owned and Operated, John Wilson is joined by Ethan Wright from Service Scalers to tackle the three biggest marketing mistakes that keep service companies from scaling. Together, they break down why most owners get lost chasing leads, how spreading budgets too thin kills ROI, and why neglecting your Google Business Profile can cost you serious growth.John and Ethan dig into the numbers that actually matter—booking rates, cost per lead, demo rates, and ROI—and explain how knowing your funnel from start to finish separates winning operators from those stuck blaming “bad leads.” They share practical frameworks for testing new channels, talk through the right time to double down versus diversify, and reveal why reviews and review velocity are a hidden superpower in local SEO.

In this episode of Owned and Operated, John Wilson sits down with Jack Carr from Jack Acquisitions, who also runs Rapid Response Plumbing, Heating & Cooling in Nashville, TN. Together, they break down the four most important pillars to scaling a home service company past $10 million a year: leads, people, sales, and infrastructure.John and Jack dig into what separates $1M businesses from $10M+ operators, from locked-in marketing strategies to strong recruiting pipelines and dedicated sales teams. They highlight why incentives drive performance, how to attract money-hungry talent in today's labor market, and why infrastructure supports growth but doesn't replace the fundamentals.Jack shares practical insights from his own company and acquisition experience—covering recruiting structures, incentive plans, sales processes, and the mindset shift it takes to scale. From driving consistent demand to building a rock-solid backbone for growth, this episode is packed with actionable strategies for contractors ready to break through the $10M ceiling.

In this episode of Owned and Operated, John Wilson sits down with Tony from Wanamaker to break down one of the biggest challenges contractors are facing in 2025: leads are tougher for everyone.John and Tony dig into why this year has been so unusual for home service businesses, from cooler summers and unpredictable weather to rising digital costs and shifting media consumption. They unpack how operators can protect market share in a down year, why consistency beats quick creative changes, and the three questions every ad should answer: Why you? Why now? How can I afford you?Tony shares practical insights on cost-shifting budgets, leveraging the Zero Moment of Truth, and keeping brand messaging dialed in—even when the industry feels shaky. From media buying advantages in non-political years to the impact of ChatGPT, SEO, and the decline of cookies, this conversation is packed with actionable pro tips to help contractors navigate 2025 and set up strong for 2026.

Welcome to Day 30 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today's topic is one of the biggest levers you have in scaling your company: Cut Overhead Like a Maniac.

Welcome to Day 29 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today's lesson might surprise you because it runs counter to the current industry hype: Don't Overinvest in Technology.

Welcome to Day 28 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today's lesson is simple, bold, and direct: Outspend Your Competitors in Sales & Marketing.

 In this episode of Owned and Operated, John Wilson sits down with Tony Castellucci from Wanamaker to break down how home service companies should think about marketing spend at three different levels: $100K, $500K, and $1M.Tony and John dig into what works (and what doesn't) as your budget scales. From avoiding white noise and wasted spend, to maximizing digital safety nets like SEO, PPC, LSAs, and Google My Business, the conversation highlights how to build consistent lead flow and a strong brand presence without diluting your dollars.They cover why seasonality matters for small budgets, when to shift toward year-round brand building, and how traditional media like TV, streaming, and selective billboards can play a role as you grow. Tony also shares agency-side lessons on attribution, cost per lead, and why marketing dilution is one of the most common pitfalls for home service owners.If you're looking to understand how to strategically allocate your marketing dollars — whether you're running a $5M shop or pushing past $15M — this is a must-listen episode.

Welcome to Day 27 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs. Today we're diving into a powerful framework for spending money wisely: Strategic vs. Non-Strategic Costs.

Welcome to Day 26 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs. Today's lesson is the natural follow-up to yesterday's topic of Cut Complexity. Once you trim what doesn't work, the next step is simple: Multiply Your Winners. Why Multiplying Winners MattersToo often, owners keep dragging along departments or services that look big on top-line revenue but secretly ruin margins. The real growth hack is cutting what's unproductive and doubling down on what's already winning.In other words: do less, but do way more of the less.

#236 — AI Sales Engines for Home Services: Tal Shub on Craft & Closing More Deals In this episode of Owned and Operated, John Wilson sits down with Tal Shub, CEO of Craft, to dive into how AI is transforming sales in the home service industry.Tal shares how Craft built an AI-powered sales engine that listens to customer conversations, provides real-time coaching, and helps service teams recover lost revenue. From boosting average tickets with better financing conversations to coaching technicians on open-ended questions and process-driven sales, Craft is creating a playbook for the next era of home service growth.The conversation goes deep into why team adoption matters more than features, how to overcome technician resistance to recording calls, and what separates top performers from the rest. John also shares firsthand results from rolling out Craft across his $30M company — including higher tickets, improved training, and stronger close rates.This episode isn't just about AI tools. It's about how technology, leadership, and process come together to drive real performance in the field. If you're serious about building a stronger sales culture in your HVAC, plumbing, or electrical business, this conversation is a must-listen.

Welcome to Day 25 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today's topic is one of the most important lessons I've learned in scaling a business: Cut Complexity. Or, as I like to say: Simple is Scalable.

Welcome to Day 24 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today we're diving into one of the most important — and often most confusing — financial topics in business: Cash Flow.It's the reason so many owners scratch their heads at year-end when their accountant says, “Congrats, you made a profit,” but the checking account feels empty. That gap? That's cash flow.

Welcome to Day 23 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today, we're talking about a trap that many business owners fall into as they grow: Over-Delegation.Yes, you should delegate. Yes, you should make yourself replaceable in the day-to-day. But there's a critical line you cannot cross: abdication.

Welcome to Day 22 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs. Today, we're diving into one of the fastest ways to improve margins without cutting jobs, service quality, or growth: Vendor Negotiations. If you had to find 10% savings in your business today, where would you look first?That's right — your vendors.

Welcome to Day 21 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today, we're tackling a silent bottleneck of growth: Over-qualifying what you already know.The truth is simple: speed wins. Most businesses don't fail because they made a wrong call — they fail because they got stuck waiting for the perfect call. Analysis paralysis keeps you stuck while competitors take action.

In this episode of Owned and Operated, John Wilson sits down with Chad Peterman, president of Peterman Brothers, to dive deep into what it takes to scale a home service company to nine figures.Chad shares how he and his team grew Peterman Brothers from $20M to $100M, expanding across multiple Midwest markets while navigating the challenges of recruitment, infrastructure, and market entry. From pooling install labor to centralizing processes and managing service lines, Chad breaks down the systems that allowed Peterman Brothers to scale while maintaining operational excellence.The conversation also explores leadership and communication tools, staff training and licensing programs, and the advantages of launching new locations strategically. Chad even offers a look at what's next — including potential ancillary service expansions and how AI could shape the future of home service operations.If you're serious about scaling your HVAC or home service business, this episode is packed with playbook-level insights.

Welcome to Day 20 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today, we're digging into one of the toughest — and most important — topics in business: Improving Employee Productivity.It's tempting to think the secret is cloning your best performer. But here's the reality: if you average your top performer with your lowest performer, their combined output often falls below the team average.That's why low performers don't just under-deliver — they drag down your best people too. The key isn't creating more “10x” employees. It's raising the performance of your average team member.

Welcome to Day 19 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today, we're diving into one of the most profitable levers in your business: Raising Your Conversion Rate.Conversion rate is simply how many potential customers you turn into paying customers. And here's the beautiful part: you don't need more leads to grow your business — you just need to get better at handling the ones you already have.

In this episode of Owned and Operated, John Wilson sits down with Ismael Valdez, founder of NextGen and Nuva Thermostats, to unpack how he built one of the fastest-growing home service businesses in the country.Valdez shares how he scaled NextGen from his garage to a $100M+ powerhouse with multiple locations, breaking down the exact strategies that fueled his growth. From high-ROI marketing plays to perfecting tech turnover processes and managing gross profit like a hawk, you'll learn the playbook that took him from startup to industry leader.For the first time, Valdez also dives into his latest venture: Nuva Thermostats — a game-changing tool for HVAC contractors that brands the thermostat with your logo, turning every home into a lead-gen engine.This episode isn't just about tactics. Valdez gets real about the personal sacrifices behind scaling to $100M, how to leverage social media for future growth, and what it takes to keep winning at the highest level.If you're serious about scaling your HVAC or home service business, this conversation is a must-listen.

Welcome to Day 18 of the Double Your Profit SeriesThe go-to series for contractors, home service owners, and small business entrepreneurs.Today, we're talking about one of the most overlooked but powerful levers in your business: Reviewing and ruthlessly cutting recurring costs.I call this the “F** It Up List”* (we'll bleep it for YouTube

Welcome to Day 17 of the Double Your Profit Series — the go-to series for contractors, home service owners, and small business entrepreneurs. Today's topic is a little spicy but absolutely essential: Firing Bad Clients.

Welcome to Day 16 of the Double Your Profit Series — the go-to series for contractors, home service owners, and small business entrepreneurs. Today, we're diving into one of the most powerful performance drivers in your business: Creating a Culture of Accountability.

Welcome to Day 15 of the Double Your Profit Series — the go-to profit series for contractors, home service owners, and small business entrepreneurs. Today, we're talking about one of the most important — and most overlooked — levers in your business: Tightening Your Standards.

Welcome to Day 14 of the Double Your Profit Series — the go-to profit series for contractors, home service owners, and small business entrepreneurs. Today, we're diving into one of the simplest, most powerful habits you can build: Making Your P&L a Daily Tool.

If you're building a home service business in a rural market, the playbook looks a little different — and this episode shows exactly why. In this episode of Owned and Operated, John Wilson, CEO of Wilson Plumbing in Ohio, sits down with Laura and Brian Beltz, founders of Beltz, to unpack how they've grown from a one-truck startup in 2001 to a 49-person team — all while staying true to their community roots.If you're thinking about expanding into multiple markets, growing in a rural area, or taking the leap into acquisitions, this conversation is a masterclass in building a durable trades business from the ground up.

Welcome to Day 13 of the Double Your Profit Series — the go-to profit series for contractors, home service owners, and small business entrepreneurs. Today's lesson is short on purpose—because that's the point: Cut Your Meetings in Half.

Welcome to Day 12 of the Double Your Profit Series — the go-to profit series for contractors, home service owners, and small business entrepreneurs. Today's topic is one of the fastest, easiest, and most effective ways to increase your bottom line: Using Scarcity to Raise Prices.

If you're trying to grow a home service business, your marketing budget is one of your biggest bets — and biggest risks. In this episode of Owned and Operated, John Wilson and Sam Preston host a no-fluff Q&A tackling real contractor questions on lead generation, paid ads, and when to actually bring in an agency.They break down how to allocate marketing spend at every stage — from $1K/month up to $200K — and what it really takes to get traction with LSA, GMB, and PPC. You'll learn how to play offense with your best-performing lead sources, why spreading your budget too thin kills momentum, and how to ride your winning channels like you stole it.If you're struggling to get leads from PPC or Google Ads, they also cover how to fix campaign waste, when landing pages are the problem, and how top operators manage their media vs lead-gen mix to scale past $10M.Whether you're just getting started or dialing in a multi-location growth strategy, this episode is a tactical deep dive into what's actually working right now.

Welcome to Day 11 of the Double Your Profit Series — the go-to profit series for contractors, home service owners, and small business entrepreneurs. Today we're unlocking one of the most powerful, overlooked profit drivers in your business: Optimizing Your Schedule for Profit.

Welcome to Day 10 of the Double Your Profit Series — the go-to profit series for contractors, home service owners, and small business entrepreneurs. Today, we're tackling something that's as obvious as it is underused: Tying Compensation to What Actually Matters.

Welcome to Day 9 of the Double Your Profit Series — the go-to profit series for contractors, home service owners, and small business entrepreneurs. Today, we're diving into one of the most overlooked drivers of bottom-line success: Training for Profit Awareness.

Welcome to Day 8 of the Double Your Profit Series —the go-to profit series for contractors, home service owners, and small business entrepreneurs. Today's topic might feel uncomfortable, but it's a game changer: Fire Your Worst Customers. We're talking about freeing your team, protecting your profit, and finally saying goodbye to the clients who drain your time, energy, and resources.

Welcome to Day 7 of the Double Your Profit Series —the go-to profit series for contractors, home service owners, and small business entrepreneurs. Today we break down the Profit First Pricing method, a mindset shift that guarantees you pay yourself first by building profit directly into your prices.

AI isn't coming — it's here. And the way people find your business is already changing.In this episode of Owned and Operated, John sits down with Sam Preston, CEO of Service Scalers, for a deep-dive on how AI is reshaping local search and why HVAC, plumbing, and home service operators need to evolve fast — or risk being left behind.They explore what it means to “rank” in a world of LLMs, how showing up in ChatGPT, Perplexity, and Google's AI Overview actually works, and why your SEO and Google Business Profile (GMB) are more valuable than ever. From review mining to AI-mode discovery to early signs of AI agents booking jobs, this episode lays out a real-world, contractor-first roadmap to dominate in the AI-driven search era.You'll also hear how Wilson's early investment in SEO and programmatic content is now paying off — and why operators of every size should focus on backlinks, FAQs, and review quality today to future-proof their lead flow.Whether you're doing $1M or $50M, if you want to stay visible and competitive as AI search becomes the new front door to your business, this one's essential.

Double Your Profit Day 5: Zero-Based Budgeting for Home Service Businesses, Contractors, and Small Business OwnersWelcome to Day 5 of the "Double Your Profit" 30-Day Challenge — your go-to business growth series for home service business owners, contractors, and small business entrepreneurs looking to boost profit margins fast.Today's strategy? Zero-based budgeting — one of the most powerful financial tools for HVAC companies, plumbing businesses, electrical contractors, cleaning service operators, and anyone in the trades or service-based industries.

Boomers aren't your best bet anymore. While everyone's still chasing the so-called Silver Tsunami, the truth is most aging-out home service businesses won't sell — and the ones that do often aren't worth buying. In this episode of Owned and Operated, John and Jack explain why smart operators are ditching the outdated playbook and going all-in on modern growth strategies.They unpack why 2026 is their multi-market year and how they're expanding beyond Ohio through greenfield launches, tuck-in acquisitions, and strategic partnerships. From leadership infrastructure to population-driven market selection, they share what it actually takes to scale a home service company past a single location. You'll hear hard-earned lessons from failed multi-location attempts, the red flags of unscalable markets, and why buying a business isn't always the best move — especially if the fundamentals aren't there.If you're a plumbing, HVAC, or electrical operator looking to grow into new markets, this is your real-time roadmap — not the recycled Silver Tsunami narrative. John even teases behind-the-scenes strategies they're using for greenfielding (the stuff he's not ready to fully reveal… yet).This is the episode that separates yesterday's growth myths from today's $100M playbook.

Welcome to Day 4 of the "Double Your Profit" 30-Day Series!If you're running a home service business, small business, or a contractor company, this series is here to help you double your profit in 30 days—one smart move at a time.Today, we're talking about strict, non-negotiable budgets—the kind that bounce credit cards if someone goes over. Sound intense? It is—and it works. This approach fosters real accountability, forces smarter decisions, and helps smaller businesses stay lean and agile.

Welcome to Day 3 of the "Double Your Profit" 30-Day Series!If you're running a home service business, small business, or a contractor company, this series is designed to help you double your profit in just 30 days.Today's episode dives into how to cut costs fast—without hurting your operations—and how to foster a lean, profit-minded culture in your company. We'll walk through how to trim unnecessary expenses, empower managers to make smarter budget decisions, and align your entire team around cost-conscious growth.

Welcome back to Day 2 of the "Double Your Profit" 30-Day Series!In today's episode, we're breaking down how to cut business costs like a CFO—without compromising growth. If you want to double your profit, mastering the art of cost control is essential. These strategies will help you streamline spending, boost margins, and create a more efficient, profitable operation.This episode is packed with real-world examples and practical cost-cutting techniques you can implement immediately in your home service business, contractor company, or small business.

Welcome to Day 1 of the "Double Your Profit" 30-Day Series!If you're running a home service business, small business, or a contractor company, this series is built to help you increase profit in 30 days—starting today.In this video, we kick things off by shifting your mindset from revenue-focused to profit-first strategy. Understanding the difference between profit vs revenue is crucial for any business owner aiming to maximize business value and scale sustainably.

In this episode of Owned and Operated, John sits down with Ethan from New York to explore his rapid journey into the world of home services and franchising. From cold calls to private equity to launching a local newsletter — Ethan shares the real story behind building momentum as a new business owner.