The Home Service Expert Podcast

🚀 FREEDOM 2026 Get your Tickets Today! https://homeservicefreedom.com/

💎 Top 5 Takes for this Episode! There are two types of business owners — those who build for cash flow, and those who build enterprise value to sell. 

Know which one you are before you start. More marketing never fixes a broken operation. Fix your booking rate, cancellation rate, and conversion rate first. Then scale spend. A players today can become C players in two years.

The business grows, the people don't always grow with it. Watch for it. Never take on work outside your lane just because it's a big dollar. Scope creep creates liability, inflates AR, and distracts the whole team. 

"Everybody wants the views, but very few people are willing to take the hike." — the one quote that defines the cost of real success.

-- 🕐 TIMESTAMPS 🕐 --
00:00 - Introducing Jordan White and Seek One Roofing
01:13 - The hardest thing in business right now
03:13 - Building a business as an asset vs. a cash flow machine
04:50 - Year by year: $2.5M to $28M in four years
07:32 - What salespeople don't know when they start a company
09:57 - Why some industries are impossible to scale
12:37 - Building trust and credibility before you have a brand
13:25 - What happens at $28M — private equity, roll equity, or rebuild
17:52 - How faith shows up in real business decisions
20:49 - Protecting integrity while training salespeople to win
22:20 - The marketing formula nobody talks about
23:30 - Why adding more marketing spend right now is a mistake
24:44 - Building a real-time data dashboard with custom metrics
26:58 - Why you should own a market before you enter a new one
29:47 - When to walk away from a market (we pulled out of 7)
31:35 - The hardest leadership lesson Jordan learned
33:17 - Turning down an $8.3M commercial job and why
36:31 - Aaron Stokes tribute — the plane accident and what it meant
38:53 - What loss teaches you about enjoying the journey
41:47 - If you don't enjoy the journey, the destination won't change it
43:01 - Don't tie your identity to your business
43:12 - What changes as a leader when the company outgrows you
45:57 - The CFO who sees around corners
1:04:30 - Colin's story: from Tractor Supply at 19 to $273K in year one

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My other podcast: Tommy Mello Millionaire ⟶ https://www.youtube.com/@officialtommymello
Live Q&A submission form: https://homeserviceexpert.com/questions

Learn more about Lace.ai here: https://lace.ai

Boris Valkov is a seasoned software engineer and entrepreneur with a track record of building and scaling products at some of the world's most influential tech companies. He previously worked at Facebook and Slack, where he contributed to high-impact systems used by millions of users globally.

He is the co-founder of Lace.ai, an AI-driven platform focused on helping businesses unlock insights from their data and improve performance through automation and smarter decision-making.

With deep expertise in artificial intelligence, machine learning, and scalable systems, Boris brings a practical, builder-focused perspective on how technology is reshaping modern businesses. His work sits at the intersection of AI, operations, and the future of work, helping companies move faster and operate more efficiently in an increasingly automated world.

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My other podcast:
Home Service Expert ⟶ https://open.spotify.com/show/4WHQ3ldGThHsP1cfzNF33G

Live Q&A submission form:
https://homeserviceexpert.com/questions

David Peterson is Senior Vice President of Sales at Annuity, a powerhouse in the home improvement industry. With over 15 years of experience, David has scaled multi-brand platforms to nearly 1,000 sales representatives and helped grow Mad City Windows from a regional player to a $300 million+ powerhouse before its acquisition.

David is a proven expert in in-home selling, KPI-driven management, and building repeatable sales systems that deliver consistent results. From overcoming early career challenges to leading a billion-dollar company's sales strategy, David shares insights on leadership, sales culture, financing in home improvement, and the power of humility in success.

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My other podcast: Home Service Expert ⟶ https://open.spotify.com/show/4WHQ3ldGThHsP1cfzNF33G

Live Q&A submission form: https://homeserviceexpert.com/questions

Josey Parks is a CEO, venture entrepreneur, and one of the most forward-thinking voices at the intersection of blue-collar industry and technology. As the founder of multiple companies spanning roofing, construction, and AI—including Total Home Roofing, RFX, Roofix, Think Unlimited, and Cognitive Contractor—Josey has built a reputation as a true category creator in the trades.

A former Inc. 5000 honoree and one of the youngest leaders to make a major impact in roofing, Josey has been featured on CNBC's Blue-Collar Millionaires and This Old House and was named "Roofing's Fearless Visionary" by industry leaders. Today, through Outlaw Ventures, he's focused on something even bigger: building the infrastructure behind AI, including energy, data systems, and scalable intelligence platforms.

Josey is also the force behind initiatives like Win The Storm Conference and SVG University, designed to equip contractors with the tools, technology, and community needed to compete and win in a rapidly evolving industry.

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My other podcast: Home Service Expert ⟶ https://open.spotify.com/show/4WHQ3ldGThHsP1cfzNF33G

Live Q&A submission form: https://homeserviceexpert.com/questions

Shawn and Kaitlin Feurer are the founders of Shawn Feurer Consulting, a mindset and performance coaching company based in Draper, Utah, helping business owners across the U.S. and Canada unlock higher levels of execution, leadership, and growth. Together, they've built a reputation for blending mindset mastery with real-world business strategy—helping entrepreneurs break through internal limitations and scale companies that actually last.

Shawn, known as The Universal Mindset Disruptor, is the creator of The Inner Blueprint™ and brings over two decades of entrepreneurial experience, including building, losing, and rebuilding success multiple times. His journey—from rags to riches, back to rock bottom, and rising again—has shaped his no-nonsense approach to leadership, resilience, and sustainable growth.

Kaitlin, a mindset coach and former competitive cheer coach, specializes in helping individuals develop confidence, discipline, and belief through action. With years of experience coaching high performers, she plays a critical role in helping business owners close the gap between what they know and what they actually execute.

Through consulting, coaching, and live experiences, the Feurers work with contractors and business leaders to reprogram subconscious patterns, eliminate self-imposed ceilings, and lead with clarity, control, and consistency. Their frameworks—like the Knowing–Doing Gap and E + R = O—have helped countless entrepreneurs transform not just their businesses but their entire approach to life and leadership.

FOR MORE GREAT EPISODES:
The Mello Millionaire - https://open.spotify.com/show/1jsZaiMgWe0EGaPfLtelDW?si=3de6091af58d41b4

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