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The Authority Engine

The Home Services Marketing Podcast, from Growth to Acquisition

Strategies That Turn Clicks Into Calls and Calls Into Revenue.

We don’t do fluff. We do booked jobs. Join us as we dissect the strategies that actually scale home service businesses—from the first truck to the final exit.

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Real Numbers No Vanity Metrics
Real Guests Proven Operators
Real Tactics Actionable SEO/PPC
Real Growth Startup to Exit

From Growth to Acquisition

The Home Services Marketing Podcast provides a blueprint for operators tired of guessing. Hosted by Adam Loveridge, founder of Blue Forge Marketing and former owner of Allied Contractors, the show draws from his experience scaling a contracting business to over $4 million in revenue in under 3 years.

We go deep into the mechanics of growth for HVAC, Plumbing, Electrical, and Remodeling contractors. Whether you are trying to break your first million or positioning your company for a private equity buyout, we cover the tactical steps to get you there.

Real Numbers

Revenue milestones, ad spend efficiency, and profit margins.

Real Guests

Contractors who have scaled to $15M+, sold to PE firms, or dominated markets.

Real Tactics

No "brand awareness" jargon. Just SEO, PPC, and systems that fill the schedule.

Adam Loveridge, host of the Blue Forge Marketing podcast
Adam Loveridge Host & Founder
YouTube Video UExPck45LXppeWpic0JmYmhKSUp6d1QzN25IYktjTDREeS40QTA3NTU2RkM1QzlCMzYx I brought Kel Kelsch of North Star Heating and Air onto the podcast for one reason: he runs a 26-year-old family business that has done almost everything backward compared to what the industry tells you to do and it is working better than most. No aggressive scaling. No chasing private equity. No high-pressure sales tactics on service calls. Just a slow, deliberate build anchored in treating every customer like family, and every technician like one too. Kel took over from his father, Terry Senior, who started North Star with two unmarked trucks and no marketing budget. Today they run nine trucks, they are tracking toward $5 million in revenue, and their customers are inviting their technicians to weddings and birthday parties. That is not a line in a mission statement. That is what actually happens when you get the culture right. In this episode, Kel and I go deep on how they built it, what they refused to do along the way, and what their free tune-up-for-life program actually generates in long-term revenue. We also get into the private equity wave hitting the HVAC space right now, and why Kyle sees it as an opportunity rather than a threat. If you are running a home services company and you are trying to build something you can pass down instead of something you can cash out, this one is for you. CHAPTERS [timestamp] 0:00 - Kel Kelsch and North Star's Origin [timestamp] 6:31 - Two Trucks, No Marketing, Word of Mouth [timestamp] 8:27 - Truck Wraps and the Branding Shift [timestamp] 10:24 - When SEO Turned the Phone On [timestamp] 19:31 - Free Tune-Ups for Life Strategy [timestamp] 26:00 - BNI, Networking, and Referral Growth [timestamp] 44:09 - Private Equity as a Customer Source [timestamp] 51:55 - Advice for New Contractors and What's Next COMPANIES MENTIONED North Star Heating and Air Family-owned HVAC company based in Utah, founded by Terry Kelch Sr. and currently led by Kel Kelsch as second-generation owner. They serve the Salt Lake Valley, Utah County, West Jordan, Sandy, Lehi, and Park City areas. Known for free lifetime tune-ups, commissioned technicians who operate with a service-first mindset, and a zero-debt growth philosophy. Blue Forge Marketing https://blueforgemarketing.com/podcast Home services marketing agency owned by Adam Loveridge, specializing in heating and air conditioning, plumbing, remodeling, and garage door contractors. Blue Forge has managed North Star's SEO, Google Business Profile, social media, and Connected TV advertising for over 12 years. WEBSITES MENTIONED Blue Forge Marketing: https://www.blueforgemarketing.com North Star Heating and Air: https://northstarheatingandairutah.com GUEST INFORMATION Terry (Kel) Kelsch Kel is the second-generation owner of North Star Heating and Air, a family-run HVAC company in Utah founded by his parents roughly 26 years ago. He came up as a technician, spent time working for a larger company specifically to study their operations, then brought those systems back to his family's business and rebuilt it from the ground up. Under Kel's leadership, North Star grew from two unmarked trucks doing under $700,000 a year to nine trucks on track to hit $5 million. He manages a straight-commission technician team, personally reviews every invoice, and follows up with customers after every service call. He also dedicates a set number of hours per week to in-person networking, which he credits as a meaningful driver of organic growth. Kel is also the on-camera spokesperson for North Star's Instagram Reels and Connected TV ad content, where he focuses on homeowner education rather than promotional messaging. He is actively planning a plumbing service line expansion and is raising the business with the intention of passing it to the next generation. To reach Kel or schedule a service in the Salt Lake Valley area, call North Star directly or find them on Google.
Slow and Steady Wins the HVAC Race | Kel Kelsch, North Star Heating and Air
June 23, 2026 1:28 am
I brought Kel Kelsch of North Star Heating and Air onto the podcast for one reason: he runs a 26-year-old family business that has done almost everything backward compared to what the industry tells you to do and it is working better than most. No aggressive scaling. No chasing private equity. No high-pressure sales tactics on service calls. Just a slow, deliberate build anchored in treating every customer like family, and every technician like one too. Kel took over from his father, Terry Senior, who started North Star with two unmarked trucks and no marketing budget. Today they run nine trucks, they are tracking toward $5 million in revenue, and their customers are inviting their technicians to weddings and birthday parties. That is not a line in a mission statement. That is what actually happens when you get the culture right. In this episode, Kel and I go deep on how they built it, what they refused to do along the way, and what their free tune-up-for-life program actually generates in long-term revenue. We also get into the private equity wave hitting the HVAC space right now, and why Kyle sees it as an opportunity rather than a threat. If you are running a home services company and you are trying to build something you can pass down instead of something you can cash out, this one is for you. CHAPTERS [timestamp] 0:00 - Kel Kelsch and North Star's Origin [timestamp] 6:31 - Two Trucks, No Marketing, Word of Mouth [timestamp] 8:27 - Truck Wraps and the Branding Shift [timestamp] 10:24 - When SEO Turned the Phone On [timestamp] 19:31 - Free Tune-Ups for Life Strategy [timestamp] 26:00 - BNI, Networking, and Referral Growth [timestamp] 44:09 - Private Equity as a Customer Source [timestamp] 51:55 - Advice for New Contractors and What's Next COMPANIES MENTIONED North Star Heating and Air Family-owned HVAC company based in Utah, founded by Terry Kelch Sr. and currently led by Kel Kelsch as second-generation owner. They serve the Salt Lake Valley, Utah County, West Jordan, Sandy, Lehi, and Park City areas. Known for free lifetime tune-ups, commissioned technicians who operate with a service-first mindset, and a zero-debt growth philosophy. Blue Forge Marketing https://blueforgemarketing.com/podcast Home services marketing agency owned by Adam Loveridge, specializing in heating and air conditioning, plumbing, remodeling, and garage door contractors. Blue Forge has managed North Star's SEO, Google Business Profile, social media, and Connected TV advertising for over 12 years. WEBSITES MENTIONED Blue Forge Marketing: https://www.blueforgemarketing.com North Star Heating and Air: https://northstarheatingandairutah.com GUEST INFORMATION Terry (Kel) Kelsch Kel is the second-generation owner of North Star Heating and Air, a family-run HVAC company in Utah founded by his parents roughly 26 years ago. He came up as a technician, spent time working for a larger company specifically to study their operations, then brought those systems back to his family's business and rebuilt it from the ground up. Under Kel's leadership, North Star grew from two unmarked trucks doing under $700,000 a year to nine trucks on track to hit $5 million. He manages a straight-commission technician team, personally reviews every invoice, and follows up with customers after every service call. He also dedicates a set number of hours per week to in-person networking, which he credits as a meaningful driver of organic growth. Kel is also the on-camera spokesperson for North Star's Instagram Reels and Connected TV ad content, where he focuses on homeowner education rather than promotional messaging. He is actively planning a plumbing service line expansion and is raising the business with the intention of passing it to the next generation. To reach Kel or schedule a service in the Salt Lake Valley area, call North Star directly or find them on Google.
Slow and Steady Wins the HVAC Race | Kel Kelsch, North Star Heating and Air
YouTube Video UExPck45LXppeWpic0JmYmhKSUp6d1QzN25IYktjTDREeS40QTA3NTU2RkM1QzlCMzYx
I sat down with Olga de la Cruz, co-founder of HQ Painting in Salt Lake City, Utah, to talk about what it genuinely takes to build a high-end painting company from the ground up. Olga and her husband launched HQ Painting in 2012 with a few hundred dollars, a Vistaprint order, and a clear idea of who they wanted to serve. Today they run eight crews, focus on custom detail work for high-end homeowners and general contractors, and are targeting $2.2 million in revenue this year. Olga shares the real playbook behind their growth: how they hire painters who have less experience on purpose, how they train from the ground up, how they keep turnover low by treating their team with respect and paying them first, and how nearly all of their business comes through networking and referrals. She also talks about brand building, staying top of mind with past clients, and what the $7 million mark actually means for her life beyond the business. This is a conversation about building something with intention, serving the right client, and knowing exactly what kind of company you want to be. Chapters 0:00 - Opening and HQ Painting intro 1:22 - Building the company from scratch 6:43 - How they hire and train painters 9:20 - Retaining crews for the long term 11:00 - Referrals and networking as the growth engine 18:11 - Newsletters and staying top of mind 22:29 - Brand identity and consistency 28:50 - The $7M vision and giving back Companies Mentioned HQ Painting Blue Forge Marketing Vistaprint Sherwin-Williams Websites Mentioned http://hqpaintingutah.com http://blueforgemarketing.com Guest Information Olga de la Cruz is the co-founder and public face of HQ Painting, a residential and commercial painting company based in Salt Lake City, Utah. She entered the painting industry after her husband, a skilled painter, decided to leave his employer and start something of their own. Olga handled the business registration, the branding foundation, and the early groundwork while her husband led the crews on site. Today she manages sales, business development, and marketing while her husband oversees operations and the painters directly. HQ Painting specializes in high-end custom work for homeowners, general contractors, and builders who value attention to detail and expect the job done right the first time. Olga can be found on Facebook under her name, Olga de la Cruz, where she posts regularly and has built a following of over 3,000 people as the face of the brand. Phone: (435) 772-9426 Website: [hqpaintingutah.com](http://hqpaintingutah.com) Facebook: Olga de la Cruz
This is how Olga Started a $2 Million Painting Company With Only $500
YouTube Video UExPck45LXppeWpic0JmYmhKSUp6d1QzN25IYktjTDREeS45RjNFMDhGQ0Q2RkFCQTc1
I sit down with John Jauvenaux from BB Septic in Northwest Arkansas to talk about how a septic and portable sanitation company can grow on purpose instead of by accident. We walk through his story from early jobs and failed ventures to buying into BB Septic, and how he used integrity, clear processes, and the right people to move from always in the truck to running a stronger business. From my side as an agency owner, I share how this connects to the way we help home service contractors grow. We talk through old-school tactics like Yellow Pages and door hangers, how online directories and NAP consistency still affect rankings, why reviews matter so much, and how tools like EOS and an integrator help an owner step out of day-to-day work without losing control of the company. Chapters [00:00] - Welcome and episode setup [02:20] - John’s path into septic work [09:35] - Yellow Pages and early marketing [18:10] - Directories, NAP, and citations [28:45] - Learning SEO and building a team [40:30] - Monthly marketing meetings and roles [54:20] - Target customers and integrity in business [60:25] - Growth goals, exit options, and freedom Companies Mentioned - Blue Forge Marketing - BB Septic - Dex - Manta - Yext - TripAdvisor - Google Website Mentioned - https://www.blueforgemarketing.com/ - https://ip.com/ - https://www.manta.com/ - https://www.yext.com/ - https://www.tripadvisor.com/ - https://www.google.com/business/ Guest Information John owns and leads BB Septic in Northwest Arkansas. He has spent more than thirty years in septic and portable sanitation, growing from a small local operation into a multi million dollar business. John focuses on integrity, education-based marketing, and clear processes that allow his team to run daily operations while he works on new wastewater projects, including a clean water farm and a patented receiving station for treatment plants.
What It Really Takes to Grow a Home Service Business on Purpose
YouTube Video UExPck45LXppeWpic0JmYmhKSUp6d1QzN25IYktjTDREeS42MTI4Njc2QjM1RjU1MjlG
In this episode, I sit down with Jessica Chase, founder of Get Above the Fold, to talk about programmatic advertising and connected TV for home service contractors. Jessica has 20 years of experience in marketing and she breaks down how contractors at every stage of growth can use these ad formats to find new customers and get more out of the marketing budget they already have. We cover how to start with the data you already own, what budget makes sense before adding CTV, and how layering programmatic into an existing marketing mix raises conversion rates across every channel. Jessica shares real client results, including a case where programmatic CTV brought cost per lead down to $150 compared to $1,500 from branded Google search. If you work with a home service contractor or you are one, this conversation gives you a real, practical path to growing your marketing spend without wasting it. ───────────────────────────── CHAPTERS ───────────────────────────── 0:00 - Welcome and show overview 2:28 - Jessica's 20 years of experience 6:27 - What programmatic advertising means 9:59 - When to add CTV to your mix 17:09 - Every programmatic ad format covered 23:28 - Budget strategy at every revenue level 31:38 - First party data and CRM targeting 46:18 - Building lookalike audiences from your CRM ───────────────────────────── COMPANIES MENTIONED ───────────────────────────── Blue Forge Marketing Get Above the Fold 1-800 Contacts Rakuten The Trade Desk Service Titan Hulu Peacock Spotify ───────────────────────────── WEBSITES MENTIONED ───────────────────────────── Blue Forge Marketing: https://www.blueforgemarketing.com Get Above the Fold: https://www.getabovethefold.com ───────────────────────────── GUEST INFORMATION ───────────────────────────── Jessica Chase is the founder and lead strategist at Get Above the Fold, a programmatic advertising agency built to give smaller advertisers access to premium inventory on platforms like Hulu and Peacock. She spent the early part of her career at 1-800 Contacts managing more than 3,500 affiliates and overseeing a $1.5 million traditional TV budget. She later worked at Rakuten, a full-service international marketing agency with offices around the world, where she worked closely with multi-touch attribution tools and developed a deep focus on programmatic advertising. Today she helps home service contractors, HVAC companies, plumbers, and other trades businesses build targeted ad strategies that raise results across every channel in their marketing mix. Find her on LinkedIn: Jessica Chase MBA Website: https://www.getabovethefold.com
The CTV Strategy That Cut One Contractor's Cost Per Lead by 90%
YouTube Video UExPck45LXppeWpic0JmYmhKSUp6d1QzN25IYktjTDREeS5CMEQ2Mjk5NTc3NDZFRUNB
I sat down with Carrie Kelsch, CEO of A Plus Garage Doors, to talk about her remarkable journey from mortgage broker to leading the largest garage door company in Utah. Carrie shared how she survived the 2008 housing crisis, built scalable systems from the ground up, and grew from six employees doing 1.5 million in revenue to 96 vehicles on the road pushing for 50 million annually. We talked about the importance of hiring intentionally, creating a strong company culture, and why she chose Service Titan as the foundation for her operations. Carrie also opened up about her decision to join Guild Garage Group in 2022 and how that partnership has accelerated her expansion into Las Vegas. What I loved most about this conversation was Carrie's genuine passion for blue collar workers. She runs a Youth in the Trades program that gives teenagers hands on experience in the garage door industry, helping them see the trades as a viable career path. She also shared her strategies for getting customer reviews, tracking marketing ROI, and why specialization matters when you are competing against larger companies. If you are in the home services space and looking to scale, this episode is packed with actionable advice from someone who has done it successfully. *Chapters* [0:00] Introduction and Carrie's background [3:21] Opening a garage door company [8:37] Getting systems and processes in place [13:35] Building the right executive team [16:34] Why Service Titan was transformative [23:04] Shifting from print ads to digital [31:39] Strategies for getting customer reviews [38:03] Joining Guild Garage Group in 2022 *Companies Mentioned* A Plus Garage Doors - The largest garage door company in Utah, founded by Carrie Kelsch in 2005. The company has grown from six employees to 96 vehicles on the road, with operations in Utah and Las Vegas, pushing for 50 million in annual revenue. Blue Forge Marketing - A home services marketing agency owned by Adam Loveridge that specializes in heating and air conditioning, plumbing, remodeling, and garage door contractors. Blue Forge works with A Plus Garage Doors on their digital marketing strategy. Guild Garage Group - A private equity group that acquires and supports garage door companies across different markets. Carrie joined Guild in 2022, allowing her to maintain her brand identity while gaining access to buying power, best practices, and expansion support. Expert Garage Doors - A second garage door company opened by Carrie and her husband Ryan to capture additional market share. The company had different branding and vehicles but was eventually closed due to internal competition challenges. Goldman Sachs 10,000 Small Businesses - An education program that provides business training and support to small business owners. Carrie credits this program with teaching her how to build systems, create organizational charts, and replace herself in day to day operations. Service Titan - A field management software platform that A Plus Garage Doors implemented in 2018. The system provides real time transparency across operations, customer data management, and marketing attribution tracking that enabled the company to scale. Lehman Brothers - A major financial institution that went bankrupt during the 2008 housing crisis, causing many of Carrie's mortgage loans to fall through and prompting her transition into the garage door business full time. Countrywide - Another large mortgage company that collapsed during the 2008 financial crisis, affecting Carrie's mortgage brokerage business and contributing to her pivot into garage doors. *Websites Mentioned* [blueforgemarketing.com](http://blueforgemarketing.com) - The website for Blue Forge Marketing, a home services marketing agency that specializes in working with heating and air conditioning, plumbing, remodeling, and garage door contractors. *Guest Information* Carrie Kelsch is the CEO and founder of A Plus Garage Doors, which she started in 2005 after working as a mortgage broker. She grew the company from 1.5 million in revenue with six employees to 96 vehicles on the road, pushing for 50 million in annual revenue. In 2022, Carrie partnered with Guild Garage Group and expanded operations into Las Vegas. She is passionate about supporting blue collar workers and runs a Youth in the Trades program that gives teenagers exposure to careers in the garage door industry. Carrie is married to Ryan Kelsch, who previously helped run operations at A Plus Garage Doors.
From 6 Employees to 96 Vehicles: How to Scale a Home Services Business Without Losing Your Culture
YouTube Video UExPck45LXppeWpic0JmYmhKSUp6d1QzN25IYktjTDREeS4zRDBDOEZDOUM0MDY5NEEz
In this episode, I sit down with Tom Rand, Member Marketing and Implementation Manager at Climate Care, to talk about what actually works in HVAC marketing. Tom oversees marketing for 30 independently owned HVAC companies across Canada, and he brings a wealth of knowledge about building sustainable marketing plans that drive real results. We get into the details of creating marketing strategies that go beyond the spray and pray approach. Tom shares his perspective on why mining your existing customer database should come before chasing strangers on Google, how to know when your marketing campaigns are actually working, and what to look for when hiring an SEO company or bringing a marketing manager onto your team. This conversation is packed with actionable advice for HVAC contractors who are ready to grow their businesses with intention. Tom talks about the importance of meeting customers where they are, building brand recognition through multiple channels, and why courage might be the most important value when it comes to business growth. If you are working to scale your HVAC business and want to understand how marketing fits into your operations, this episode will give you a clear roadmap. **Chapter Notes:** [00:00] Tom Rand Joins the Show [02:00] Understanding Climate Care Cooperative Model [11:00] Building Your First Marketing Plan [22:00] Attribution Models and Customer Journeys [32:00] SEO Strategy for HVAC Companies [42:00] Evaluating SEO Agencies and Partners [59:00] When to Hire Marketing Manager [01:16:00] Meeting Customers Where They Are **Companies Mentioned:** Climate Care is a cooperative that supports 30 independently owned HVAC companies across Canada. The organization provides four core pillars of support: marketing, training, purchasing, and peer support. Climate Care helps contractors scale from smaller operations to businesses doing multiple millions in annual revenue while maintaining their independence and local brand recognition. Blue Forge Marketing is a home services marketing agency that specializes in heating and air conditioning, plumbing, remodeling, and garage door contractors. The agency focuses on SEO, lead generation, and comprehensive marketing strategies for home service businesses. ServiceTitan is a business management software platform designed specifically for home service companies. It provides tools for operations, customer relationship management, and detailed analytics that help contractors understand their business performance and marketing return on investment. Searchlight is a marketing attribution and analytics tool created by Kevin Sage that integrates directly with ServiceTitan. It helps HVAC contractors understand which marketing channels are generating the best return by automatically tracking and analyzing customer journey data without requiring manual measurement or guesswork. **Websites Mentioned:** [joinclimatecare.com](http://joinclimatecare.com) is where HVAC contractors can learn about joining the Climate Care cooperative and accessing resources for business growth [blueforgemarketing.com](http://blueforgemarketing.com) is where home service contractors can find information about marketing services specialized for HVAC, plumbing, and related trades **Guest Information:** Tom Rand serves as the Member Marketing and Implementation Manager for Climate Care, a cooperative supporting 30 independent HVAC businesses across Canada. Tom came into the HVAC industry in May 2021 after working as a general manager in consumer electronics. He started as a branch manager at Walker Climate Care in Cornell, Ontario, before moving into his current role overseeing marketing strategy and implementation across the entire Climate Care network. Tom brings a unique perspective to HVAC marketing because he combines operational management experience with deep marketing expertise. He works directly with contractors to help them build sustainable marketing plans, measure campaign performance, and scale their businesses from the two million dollar range to ten million and beyond. His approach focuses on data-driven decision making, customer journey mapping, and building marketing strategies that integrate seamlessly with business operations. At Climate Care, Tom also works extensively with EOS (Entrepreneurial Operating System) implementation, helping member companies build systematic approaches to growth. He is passionate about helping contractors understand that marketing is not a knee-jerk activity but a planned, consistent business process that requires the same level of attention and systemization as any other part of operations. Tom can be found on LinkedIn for contractors interested in learning more about marketing strategy or the Climate Care cooperative model.
How to Build an HVAC Marketing Plan That Actually Drives Calls
YouTube Video UExPck45LXppeWpic0JmYmhKSUp6d1QzN25IYktjTDREeS41QUZGQTY5OTE4QTREQUU4
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Built a system that moved the needle? Scaled past a million? Navigated an acquisition? We want operators with real stories—not theory—from HVAC, plumbing, electrical, remodeling, and the trades.

Tell us what you’d cover in 30–45 minutes. If it’s a fit for the show, Adam and the team will reach out to schedule your episode.

Strong guest pitches usually include:

  • A specific problem you solved (SEO, PPC, hiring, ops, exit, etc.)
  • Real numbers or outcomes listeners can apply
  • Your trade, market, and what makes your angle unique

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Adam Loveridge, host of the Blue Forge Marketing podcast

Meet the Host: Adam Loveridge

Adam Loveridge isn’t just a marketing agency owner. He is a veteran of the digital landscape with over 20 years of experience.

Before founding Blue Forge Marketing, Adam co-founded Allied Contractors, a remodeling company he scaled from startup to over $4 million in revenue in just 2.5 years. He knows the stress of payroll, the chaos of scheduling crews, and the absolute necessity of a phone that keeps ringing.

20+ Years Digital Experience
$0 to $4M Scaled Allied Contractors
Operator First Not Just a Marketer

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