No Degree. No Cash. Just a Toilet Brush and Rent Due.
My Story — And Why it Matters to Your Success
My Story — And Why it Matters to Your Success
Lessons From the Trenches — And the System That Came Out of Them
Lessons From the Trenches — And the System That Came Out of Them
I didn’t start in real estate. I started by cleaning toilets. That’s not a metaphor. My first business was a janitorial and house cleaning company I started from scratch.
I was flat broke at the time. After pounding the pavement doing cold calls, I finally landed my first commercial account — but I didn’t even have the equipment to service it. I’ll never forget walking into the local janitorial supply shop, explaining my situation to the owner, and him giving me my first set of gear on 30-day credit. He took a chance on me.
I was flat broke at the time. After pounding the pavement doing cold calls, I finally landed my first commercial account — but I didn’t even have the equipment to service it. I’ll never forget walking into the local janitorial supply shop, explaining my situation to the owner, and him giving me my first set of gear on 30-day credit. He took a chance on me.
That’s how it began. Back in 1991. And I’ve been involved in home service businesses ever since, right down there in the trenches with you — in the mud and blood.
I built that first company until I had a full crew working for me. Then I sold it and launched a carpet cleaning business. I had a young family to support, and failure wasn’t an option. So I went all in.
I devoured everything I could find on sales, marketing, and business development. This was back in the days of cassette tapes. I was reading books, listening to recordings in my truck between jobs, attending seminars, and studying what actually worked to get business. I wasn’t just learning — I was applying it fast, and it paid off.
The business grew quickly. We hit six figures, and I sold it.
Next, I got my real estate license and started doing residential mortgage loans. Within a year, I was clearing six figures in commissions. This was 2004 — and I was doing it without working nights, weekends, or cold-calling strangers.
I built that first company until I had a full crew working for me. Then I sold it and launched a carpet cleaning business. I had a young family to support, and failure wasn’t an option. So I went all in.
I devoured everything I could find on sales, marketing, and business development. This was back in the days of cassette tapes. I was reading books, listening to recordings in my truck between jobs, attending seminars, and studying what actually worked to get business. I wasn’t just learning — I was applying it fast, and it paid off.
The business grew quickly. We hit six figures, and I sold it.
Next, I got my real estate license and started doing residential mortgage loans. Within a year, I was clearing six figures in commissions. This was 2004 — and I was doing it without working nights, weekends, or cold-calling strangers.
I Stood In Front of 100 Realtors at an MLS Meeting and Said...
“You’ll notice I don’t have a phone strapped to my belt. I don’t work nights. I don’t work weekends. I don’t cold call. I don’t farm neighborhoods. I don’t do ANY of the things your broker tells you to do. Yet within a year of getting started, I’m making six figures and my nights and weekends are free. If you want to learn how to do the same, I’m holding a free training this week.”
A lot of agents showed up.
I launched a coaching program for Realtors right alongside my mortgage business — and it worked. I wasn’t teaching fluff. I was showing them a system that attracted quality clients, earned trust, and produced real freedom.
Eventually, I realized this was what I wanted to do full-time. Help home pros win — without burning themselves to the ground. So in 2007, I launched Flooring Success Systems.
A lot of agents showed up.
I launched a coaching program for Realtors right alongside my mortgage business — and it worked. I wasn’t teaching fluff. I was showing them a system that attracted quality clients, earned trust, and produced real freedom.
Eventually, I realized this was what I wanted to do full-time. Help home pros win — without burning themselves to the ground. So in 2007, I launched Flooring Success Systems.
3,500+ Floor Dealers. Zero Bullshit.
For over 17 years, I’ve helped independent flooring retailers build businesses that work. Businesses that give them their time back. That let them take real vacations. That attract ideal clients instead of price-shoppers and headaches.
Since 2013, I’ve been the Marketing Mastery columnist for Floor Covering News — the largest trade publication in the industry. I co-host the FCNews Marketing Mastery webinars. I’ve spoken at every major event in the space — TISE, Coverings, Domotex.
I’ve had the privilege of partnering for years with the World Floor Covering Association and their CEO, Scott Humphrey, helping champion initiatives that matter to the dealers who actually keep this industry running. The WFCA is the largest flooring trade association in North America, representing over 10,000 dealers, manufacturers, suppliers, and service professionals.
I’ve personally coached hundreds of floor dealers to grow their businesses in ways that actually improve their lifestyle — not just inflate their revenue and stress levels. I’ve written three books specifically for dealers. (Fun fact: as far as I know, I’m the ONLY person on the planet who’s done that.)
Today, I have over 3,500 flooring pros who follow my work — about one-third of all independent dealers in the U.S.
Why does that matter?
Because I’ve seen what works. Not in theory. In real-world, Main Street, paycheck-to-paycheck businesses. I’ve worked with solopreneurs, husband-and-wife teams, multi-location operations, and everything in between.
And through all of it, I’ve learned something critical:
Since 2013, I’ve been the Marketing Mastery columnist for Floor Covering News — the largest trade publication in the industry. I co-host the FCNews Marketing Mastery webinars. I’ve spoken at every major event in the space — TISE, Coverings, Domotex.
I’ve had the privilege of partnering for years with the World Floor Covering Association and their CEO, Scott Humphrey, helping champion initiatives that matter to the dealers who actually keep this industry running. The WFCA is the largest flooring trade association in North America, representing over 10,000 dealers, manufacturers, suppliers, and service professionals.
I’ve personally coached hundreds of floor dealers to grow their businesses in ways that actually improve their lifestyle — not just inflate their revenue and stress levels. I’ve written three books specifically for dealers. (Fun fact: as far as I know, I’m the ONLY person on the planet who’s done that.)
Today, I have over 3,500 flooring pros who follow my work — about one-third of all independent dealers in the U.S.
Why does that matter?
Because I’ve seen what works. Not in theory. In real-world, Main Street, paycheck-to-paycheck businesses. I’ve worked with solopreneurs, husband-and-wife teams, multi-location operations, and everything in between.
And through all of it, I’ve learned something critical:
If You Want Real Success — Stop Playing the Wrong Game
The ones who thrive aren’t always the smartest or most talented. They’re the ones who stop chasing advertising gimmicks and silver bullets. They stop dumping money into “latest trend” platforms that deliver cold, skeptical, price-shopping leads. They stop treating their business like a race they can never win.
And instead, they start building something smarter. Something that grows with less stress. That protects their time. That actually feels good to run.
And the people who make that shift? They don’t just make more money. They get their time back. Their confidence. Their joy. Because there’s a different way to grow your business. One that feels completely different from the hamster wheel you’re running on now.
"Jim, You Saved My Life"
I was leading a mastermind in Las Vegas with some of my top coaching clients. One of them, Craig, had joined me two years earlier when he was running himself into the ground.
He was working 6–7 days a week, dark to dark. Stressed out. Burned out. His marriage was under strain. He told me he wasn’t sure if taking over the family business had been the biggest mistake of his life.
We started working together. Over the next 12 months, Craig cut his work hours in half. He was down to 35 hours a week, Monday through Thursday only — and his revenue had increased by 50%. Over the following 12 months, it increased by another 50%.
At that mastermind in Vegas, Craig came up to me with tears in his eyes, gave me a hug, and said, “Jim, you saved my life.”
I had to excuse myself and duck into the restroom so nobody would see me crying.
That’s why I do what I do.
And Home Experts Alliance? It’s about helping you make that same kind of shift — one that lets you stop chasing, start leading, and build a business that finally gives back more than it takes.
Click the "Apply Now" button to get started on your business and life change today.
He was working 6–7 days a week, dark to dark. Stressed out. Burned out. His marriage was under strain. He told me he wasn’t sure if taking over the family business had been the biggest mistake of his life.
We started working together. Over the next 12 months, Craig cut his work hours in half. He was down to 35 hours a week, Monday through Thursday only — and his revenue had increased by 50%. Over the following 12 months, it increased by another 50%.
At that mastermind in Vegas, Craig came up to me with tears in his eyes, gave me a hug, and said, “Jim, you saved my life.”
I had to excuse myself and duck into the restroom so nobody would see me crying.
That’s why I do what I do.
And Home Experts Alliance? It’s about helping you make that same kind of shift — one that lets you stop chasing, start leading, and build a business that finally gives back more than it takes.
Click the "Apply Now" button to get started on your business and life change today.
About Me
When I'm not working with home service pros, you'll find me jumping out of airplanes—literally. I'm a licensed skydiver with over 500 jumps. I’m also an avid fly fisherman, rock guitarist, backpacker, and writer. My personal mission is to help business owners live extraordinary lives filled with passion, purpose, and plenty of adventure. HEA is how I fulfill that mission.
Ready to join me? Click the “Apply Now” button and let's build something extraordinary together.
