Every growing home service company eventually hits the same wall. The systems that got you to $2 million will not get you to $20 million.

In this episode of Owned and Operated, John Wilson sits down with Brady Jolly and Scott Sharrock of Jolly Heating, Air, Plumbing & Electric to break down what it actually takes to scale a second-generation home service business. They discuss moving from commercial to residential, building a leadership team, using acquisitions to accelerate growth, creating a culture people want to stay in, and the management systems that help businesses continue growing without relying on the owner.

The conversation also dives into scorecards, leadership development, AI, private equity, and why investing in people often creates a bigger return than investing anywhere else.

In This Episode

• Growing a second-generation plumbing company into a multi-trade business

• Why residential service changed the trajectory of the company

• Lessons from acquisitions, launching roofing, and adding new trades

• Building leaders before you need them

• Creating a culture that people actually want to be part of

• How scorecards and KPIs improve decision making

• AI, private equity, and where home service businesses are headed next

Connect

John Wilson
https://www.linkedin.com/in/johnbwilson1/

Brady Jolly + Scott Sharrock
https://justcalljolly.com/

Reimagining Home Services Podcast
https://www.youtube.com/@ReimaginingHomeServices
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Sponsors
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Yelp

Looking for more qualified leads beyond Google? See how contractors are using Yelp to reach homeowners who are ready to book and diversify their lead generation. Learn more: https://business.yelp.com/campaign/ownedandoperated/

The Military Veteran (TMV)

Hiring a VP, GM, or C-suite leader? The Military Veteran (TMV) specializes in executive search for home service businesses, connecting you with proven veteran leaders who know how to execute, build teams, and drive growth. Select Owned and Operated as your referral source when you schedule a consultation: https://themilvet.typeform.com/to/BDwkmCU0?typeform-source=www.themilvet.org

Big Reputation

Get more from your Google Business Profile with Big Reputation. Automate reviews, improve local visibility, and turn more Google searches into inbound calls. Learn more: https://www.bigreputation.ai/oao?utm_source=oao&utm_medium=paid

Send Us Mail!

More Ways To Connect with O&O

• John's Podcast YouTube Channel
• Owned and Operated Newsletter
• Bonus Videos From John

Leave a Review

John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Home service marketing strategy isn't one-size-fits-all. In this Owned and Operated compilation, John Wilson sits down with Lisa Appleby and Ethan Wright of Service Scalers to break down the marketing systems, lead generation strategies, SEO, Google Ads, Local Services Ads, reviews, AI, and growth playbooks that help contractors scale from $1M to $10M+.

Whether you own an HVAC, plumbing, electrical, roofing, or other home service business, this episode explains where your next marketing dollar should go, how to generate higher-quality leads, improve conversion rates, and build a marketing engine that scales with your company.

In This Episode

• The marketing roadmap from $1M to $10M in revenue
• Where to invest your next marketing dollar
• When to use Local Services Ads, PPC, SEO, and aggregators
• Why speed-to-lead dramatically increases booked jobs
• How online reviews impact rankings and revenue
• The biggest marketing mistakes growing contractors make
• How AI is changing SEO, Google Search, and digital marketing
• The KPIs every contractor should actually be tracking

Connect

John Wilson
https://www.linkedin.com/in/johnbwilson1/

Lisa Appleby
https://www.linkedin.com/in/lisa-appleby/?originalSubdomain=uk

Ethan Wright
https://www.linkedin.com/in/ethanwrighttx

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Sponsors
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Comfort Connect

Turn one installation into years of repeat business with Comfort Connect. Give homeowners flexible payment options, stay connected after the job, and create new recurring revenue opportunities. Learn more: https://bit.ly/4wGXqSX

Yelp

Looking for more qualified leads beyond Google? See how contractors are using Yelp to reach homeowners who are ready to book and diversify their lead generation. Learn more: https://business.yelp.com/campaign/ownedandoperated/

Profit & Grit

Running a $3M–$15M home service business? Profit & Grit helps contractors improve cash flow, pricing, forecasting, and profitability with guidance from an operator who's built and sold a $25M service business. Book your free 20-minute strategy call: https://www.profitandgrit.com

Send Us Mail!

More Ways To Connect with O&O

• John's Podcast YouTube Channel
• Owned and Operated Newsletter
• Bonus Videos From John

Leave a Review

John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Google is changing Local Services Ads again, and this one actually matters.

In this episode of Owned and Operated, John Wilson sits down with Sam Preston of Service Scalers to break down Google's biggest LSA update yet. With Local Services Ads moving into Google Ads and Performance Max, contractors could see major changes to how budgets are spent, campaigns are managed, and leads are generated.

John and Sam walk through what's changing, what could go wrong, and the simple checklist every contractor should work through before the rollout. If Google is an important lead source for your business, this is an episode you'll want to hear before the switch happens.

In This Episode:

• Why Google is moving LSAs into Google Ads
• What Performance Max means for contractors
• The biggest risks during the migration
• How to think about budgets and campaign structure
• What data you need to save before it's gone
• Why your Google Business Profile matters more than ever
• What to watch for if your lead volume changes overnight

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John Wilson → https://www.linkedin.com/in/johnbwilson1/
Sam Preston → https://www.linkedin.com/in/sampreston/
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💰 SPONSORS
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Breaking $5M Workshop

Join John Wilson and Jack Carr in Akron, OH for a hands on workshop built for home service owners ready to scale past $5M. Get the proven playbook, tour Wilson's operation, and connect with other growth minded contractors. Register here: https://www.ownedandoperated.com/upcoming-events/oao-workshop-breaking-5-million

Yelp

Looking for more qualified leads beyond Google? See how contractors are using Yelp to reach homeowners who are ready to book and diversify their lead generation. Learn more: https://business.yelp.com/campaign/ownedandoperated/

The Military Veteran (TMV)

Hiring a VP, GM, or C-suite leader? The Military Veteran (TMV) specializes in executive search for home service businesses, connecting you with proven veteran leaders who know how to execute, build teams, and drive growth. Select Owned and Operated as your referral source when you schedule a consultation: https://themilvet.typeform.com/to/BDwkmCU0?typeform-source=www.themilvet.org

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CHAPTERS
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00:00 LSA Shakeup Preview
01:02 Migration to Google Ads PMax
09:20 What Stays Same vs Changes
14:27 Budget Risks and Action Checklist
26:31 Stats, Prep, and Final Thoughts

Send Us Mail!

More Ways To Connect with O&O

• John's Podcast YouTube Channel
• Owned and Operated Newsletter
• Bonus Videos From John

Leave a Review

John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

The fastest-growing home service companies don't scale by spending more. They scale by making smarter operational decisions.

In this special compilation episode of Owned and Operated, John Wilson and Jack Carr break down one of the biggest hidden expenses in home services: your fleet. They explain why they're moving away from expensive service vans, why the Ford Maverick has become their vehicle of choice, and how rethinking truck stock, inventory, and install trailers can save hundreds of thousands of dollars while making technicians more efficient.

They also dive into the future of fleet strategy, from modular trailer systems and simplified inventory to why most branded truck wraps no longer create a competitive advantage. If you're looking for practical ways to lower costs without sacrificing growth, this episode is packed with ideas you can apply immediately.

In This Episode:
• Why expensive service vans may be hurting your business
• How Ford Mavericks reduce fleet costs and fuel spend
• Rethinking truck stock to improve inventory control
• The trailer system that could replace traditional install trucks
• How fleet decisions impact profitability and cash flow
• Why most truck wraps no longer stand out
• Building a brand that actually differentiates your company

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🔗 CONNECT
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John Wilson → https://www.linkedin.com/in/johnbwilson1/

Jack Carr → https://x.com/thehvacjack

Breaking $5M Workshop → https://www.ownedandoperated.com/upcoming-events/oao-workshop-breaking-5-million

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💰 SPONSORS
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QuickStaffers

Hire trained HVAC and plumbing CSRs without the overhead of traditional hiring. Save $500 on your first placement with Quick Staffers: https://www.quickstaffers.com/

Breaking $5M Workshop

Join John Wilson and Jack Carr in Akron, OH for a hands on workshop built for home service owners ready to scale past $5M. Get the proven playbook, tour Wilson's operation, and connect with other growth minded contractors. Register here: https://www.ownedandoperated.com/upcoming-events/oao-workshop-breaking-5-million

Yelp

Looking for more qualified leads beyond Google? See how contractors are using Yelp to reach homeowners who are ready to book and diversify their lead generation. Learn more: https://business.yelp.com/campaign/ownedandoperated/

Send Us Mail!

More Ways To Connect with O&O

• John's Podcast YouTube Channel
• Owned and Operated Newsletter
• Bonus Videos From John

Leave a Review

John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

The fastest-growing home service companies don't fail because they run out of demand. They fail because they run out of leaders.

In this episode of Owned and Operated, John Wilson sits down with Jim Lose of The Military Veteran to discuss what separates great operators from average managers. They cover how to hire executive talent, build a structured interview process, identify red flags before making an offer, and create leadership systems that scale with your business.

From scorecards and reference checks to compensation, coaching, and military leadership, this episode is a practical guide to building the team that takes your business from operator-led to professionally managed.

In This Episode:
• Why leadership becomes the biggest growth constraint
• How to identify and hire A-player operators
• The interview mistakes most owners make
• Building scorecards that drive accountability
• Coaching vs. replacing underperforming leaders
• Compensation, incentives, and equity for key hires
• The next executive hire growing businesses should make

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🔗 CONNECT
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John Wilson → https://www.linkedin.com/in/johnbwilson1/

Jim Lose → https://www.linkedin.com/in/jameslose/

The Military Veteran → https://themilvet.org/

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💰 SPONSORS
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Breaking $5M Workshop

Join John Wilson and Jack Carr in Akron, OH for a hands on workshop built for home service owners ready to scale past $5M. Get the proven playbook, tour Wilson's operation, and connect with other growth minded contractors. Register here: https://www.ownedandoperated.com/upcoming-events/oao-workshop-breaking-5-million

FieldPulse

Ready to ditch the whiteboard and spreadsheets? See how FieldPulse helps home service companies simplify scheduling, dispatching, invoicing, and more. Book a free demo: https://landing.fieldpulse.com/owned_and_operated

Quick Staffers

Hire trained HVAC and plumbing CSRs without the overhead of traditional hiring. Save $500 on your first placement with Quick Staffers: https://www.quickstaffers.com/

Send Us Mail!

More Ways To Connect with O&O

• John's Podcast YouTube Channel
• Owned and Operated Newsletter
• Bonus Videos From John

Leave a Review

John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Septic may be one of the most overlooked businesses in home services, but it might also be one of the best.

In this special compilation episode of Owned and Operated, John Wilson brings together two of the biggest conversations we've had on the septic industry, featuring Chad and Kyle from Epic Septic alongside Micah of Homefield. Together, they break down why septic has become one of the most compelling opportunities in home services and what it really takes to build a scalable business in the space.

From pumping and repairs to installations, route density, marketing, and franchising, they share the economics behind the business, the operational challenges unique to septic, and the systems they're using to grow across multiple markets. Whether you're looking to buy a septic company or simply want to understand why so many operators are bullish on the industry, this episode is a complete deep dive.

In This Episode:
• Why septic is one of the most attractive home service businesses
• The economics of pumping, repairs, and installations
• How pumping creates long-term customer value
• Why modern marketing is a competitive advantage in septic
• Pricing, route density, and improving profitability
• Scaling across multiple markets and states
• The infrastructure challenges every septic operator faces
• What buyers should know before acquiring a septic business

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🔗 CONNECT
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John Wilson → https://www.linkedin.com/in/johnbwilson1/

Chad & Kyle (Epic Septic) → https://epicseptic.com/

Micah Findley (Homefield) → https://www.homefieldonsite.com/

Breaking $5M Workshop → https://www.ownedandoperated.com/upcoming-events/oao-workshop-breaking-5-million

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💰 SPONSORS
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Service Scalers

Get more high quality leads with marketing built for home service companies. Book a free strategy call with Service Scalers and see what's driving real jobs: https://os.servicescalers.com/go/oao_podcast/referral/podcast

Big Reputation

Get more from your Google Business Profile with Big Reputation. Automate reviews, improve local visibility, and turn more Google searches into inbound calls. Learn more: https://www.bigreputation.ai/oao?utm_source=oao&utm_medium=paid

FieldPulse

Ready to ditch the whiteboard and spreadsheets? See how FieldPulse helps home service companies simplify scheduling, dispatching, invoicing, and more. Book a free demo: https://landing.fieldpulse.com/owned_and_operated

Send Us Mail!

More Ways To Connect with O&O

• John's Podcast YouTube Channel
• Owned and Operated Newsletter
• Bonus Videos From John

Leave a Review

John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Not every acquisition is worth making.

In this episode of Owned and Operated, John Wilson shares the story of one of the biggest acquisitions he chose to walk away from, even though it had the potential to double the size of his business. What looked like an incredible opportunity on paper quickly unraveled as the due diligence process exposed problems with customer concentration, company culture, cash flow, and the financials.

John explains the acquisition framework he uses to evaluate plumbing, HVAC, and electrical businesses, why revenue and EBITDA rarely tell the whole story, and the common mistakes first-time buyers make when they become emotionally attached to a deal.

Sometimes the best acquisition is the one you don't make.

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In this episode, John covers:

→ The acquisition that looked perfect—but wasn't

→ The biggest red flags uncovered during due diligence

→ Why customer mix and company culture matter as much as financials

→ How to avoid becoming emotionally invested in a deal

→ What every first-time acquisition entrepreneur should know

→ Lessons learned from the deals John decided not to buy
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Watch this episode early on the John Wilson YouTube channel:
https://www.youtube.com/@JohnWilsonOAO

Send Us Mail!

More Ways To Connect with O&O

• John's Podcast YouTube Channel
• Owned and Operated Newsletter
• Bonus Videos From John

Leave a Review

John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

Most home service companies think they're tracking marketing. They're actually tracking the wrong metrics.

In this episode of Owned and Operated, John Wilson and Jack Carr break down how to measure marketing ROI the right way. They explain why cost per lead is often a misleading metric, how to build a marketing scorecard that actually helps you make better decisions, and the attribution systems they use to understand what's driving revenue across a growing home service business.

They also discuss why blended marketing ROI matters more than individual lead costs, how to separate new customer revenue from recurring customers, the importance of clean CRM data, and why every owner—not their agency—is ultimately responsible for marketing performance.

In This Episode:

• Why cost per lead can lead you to the wrong decisions
• The marketing KPIs every home service business should track
• How to measure true ROI across every marketing channel
• Building an attribution system that actually works
• Why clean CRM data is the foundation of good marketing
• How to separate new customer revenue from repeat business
• The pitfalls of using lifetime value (LTV) to justify marketing spend
• Why every owner should own their company's marketing scorecard

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🔗 CONNECT

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John Wilson → https://www.linkedin.com/in/johnbwilson1/

Jack Carr → https://www.linkedin.com/in/jack-carr-770b84117/

Breaking $5M Workshop → https://www.ownedandoperated.com/upcoming-events/oao-workshop-breaking-5-million

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💰 SPONSORS

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Big Reputation

Get more from your Google Business Profile with Big Reputation. Automate reviews, improve local visibility, and turn more Google searches into inbound calls. Learn more: https://www.bigreputation.ai/oao?utm_source=oao&utm_medium=paid

Service Scalers

Get more high quality leads with marketing built for home service companies. Book a free strategy call with Service Scalers and see what's driving real jobs: https://os.servicescalers.com/go/oao_podcast/referral/podcast

Send Us Mail!

More Ways To Connect with O&O

• John's Podcast YouTube Channel
• Owned and Operated Newsletter
• Bonus Videos From John

Leave a Review

John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.