
What is PRAXIS S-10?

What is PRAXIS S-10?
PRAXIS S-10® is the fastest growing Success College For Contractors in history, founded by HVAC industry legends and innovation pioneers Jim Abrams and Terry Nicholson, in conjunction with one of the nation’s most successful residential contractors, Jimmy Hiller. This organization is the culmination of four decades of industry innovation, trailblazing leadership and world-class contracting knowledge.
PRAXIS S-10® is the fastest growing Success College For Contractors in history, founded by HVAC industry legends and innovation pioneers Jim Abrams and Terry Nicholson, in conjunction with one of the nation’s most successful residential contractors, Jimmy Hiller. This organization is the culmination of four decades of industry innovation, trailblazing leadership and world-class contracting knowledge.
> Or call us at 941.724.8655
IGNITE AGENDA 2025
TUESDAY
REGISTRATION
AFTERNOON BREAKOUTS
COCKTAIL RECEPTION
Tuesday | 1:00 pm - 4:00 pm
Main Lobby
Registration
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Tuesday | 4:00 pm - 8:00 pm
Coral Bay
Registration
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Tuesday | 5:30 pm - 7:00 pm
6th Floor / Pre-Function
Cocktail Reception and Strategic Vendor Partners Show
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TUESDAY PM BREAKOUTS
Tuesday | 4:00 pm - 5:00 pm
Sea Star A
BREAKOUT SESSION: Dynamic Air Quality Solutions
Getting Serious About IAQ, It's Not a Fad!
................ This session will cover the 3 critical concepts that will make IAQ a profit center for any HVAC contractor and not just another add-on sale. How to get your team to believe in IAQ products and the value that it brings to homeowners, how to transfer this belief in layman’s terms on every call, and how to reward your team member for doing so. Getting serious about IAQ means building an all-hands-on deck IAQ culture involving everyone from service to sales to CSRs, and your office team.
Tuesday | 4:00 pm - 5:00 pm
Sea Star B
BREAKOUT SESSION: Searchlight
75% of Leads Don't Buy Anything.
................ How to measure return on ad spend; identify what campaigns are driving the most revenue; booking rate by campaign.
Tuesday | 4:00 pm - 5:00 pm
Tides A
BREAKOUT SESSION: JB Warranties
Streamline Your Operations with JB360! - ServiceTitan + JB Warranties Integration.
................ JB360 is a groundbreaking two-way integration between JB Warranties & ServiceTitan. JB360 is free to use, compliments of JB Warranties. • Access warranty plans and claims data directly from ServiceTitan • 2-click plan purchasing and claim filing • Reduce administrative burden • Use your warranty program as a strategic growth driver • Close more deals, create a recurring revenue stream with plan renewals • Keep your whole team updated with accurate plan info and status
Tuesday | 4:00 pm - 5:00 pm
Tides B
BREAKOUT SESSION: Plumbers Choice
Finding New Opportunities in Your Existing Customer Database.
................ With the current cost of customer acquisition sky-rocketing its more important than ever to look for opportunities to capitalize on the leads you already generated. Join us to discuss how to analyze the purchases your clients already made in order to provide them offers for options they are most likely interested in receiving.
WEDNESDAY
PRE-FUNCTION
BREAKFAST
AM BREAKOUTS
IGNITE DAY ONE
PM BREAKOUTS
Wednesday | 7:00 am - 8:00 am
Pre-Function
Continental Breakfast
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Wednesday | 8:00 am - 8:30 am
Triton Ballroom
(Doors Open at 8:00 am)
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WEDNESDAY AM BREAKOUTS
Wednesday | 7:00 am - 8:00 am
Sea Star A
BREAKOUT SESSION: RGX (RegEx)
Extracting the Most ROI Out of SEO, PPC, and Social Media.
................ Today’s marketing challenges are very complex. The days of double-truck Yellow Page ads and dominating the three local television networks with ads are long gone. Today’s consumers are more scattered and diluted than ever. Join this immersive breakout session, bring all your questions, and you’ll discover how to gain more “organic” traffic to your website – by building and deploying an effective SEO plan, analyzing and implementing keyword strategies and building a website that ranks higher on Google searches. You’ll also discover proven strategies that decode the complex world of pay-per-click (PPC) advertising. Learn how to measure the effectiveness of your digital marketing assets and see real-world “before and after” results of an effective global digital strategy marketing system and how to implement it.
Wednesday | 7:00 am - 8:00 am
Sea Star B
BREAKOUT SESSION: Rooks Advertising
5 Key Steps to Building Your Brand...Fast!
................ 1. Why Brand? 2. Defining Your Brand 3. Brand Identity 4. Brand Consistency 5. Customer Acquisition
Wednesday | 7:00 am - 8:00 am
Tides A
BREAKOUT SESSION: Total Tech
A2L: How to Boost Technician Productivity on Maintenance Calls.
................ In today’s fast-paced service industry, your technicians need the right tools, knowledge, and processes to work efficiently while delivering top-tier maintenance to homeowners. Attend this breakout session to discover how to: • Increase Technician Efficiency & Productivity – Equip your team with cutting-edge diagnostic techniques and proven workflows to complete jobs with greater accuracy. • Meet Manufacturer Specs & Customer Expectations – Keep equipment operating as designed, improving reliability, energy efficiency, and overall satisfaction. • Prevent Breakdowns During Peak Season – Avoid costly emergency calls and downtime with proactive maintenance strategies designed to keep systems running when they’re needed most. • Extend Equipment Lifespan – Ensure your customers’ equipment runs at peak performance, reducing wear and tear while maximizing their investment. • Exclusive Insight: The Don Miller Proprietary Diagram Gain access to a revolutionary diagnostic method that helps technicians pinpoint component failures with precision—saving time, reducing repeat visits, and increasing first-time fix rates. Don’t let inefficiencies and unexpected failures slow your business down. Optimize your service operations today by transforming your service technicians!
Wednesday | 7:00 am - 8:00 am
Tides B
BREAKOUT SESSION: Dynamic
Getting Serious About IAQ, It's Not a Fad!
................ This session will cover the 3 critical concepts that will make IAQ a profit center for any HVAC contractor and not just another add-on sale. How to get your team to believe in IAQ products and the value that it brings to homeowners, how to transfer this belief in layman’s terms on every call, and how to reward your team member for doing so. Getting serious about IAQ means building an all-hands-on deck IAQ culture involving everyone from service to sales to CSRs, and your office team.
Wednesday | 7:00 am - 8:00 am
Tides C
BREAKOUT SESSION: JB Warranties
Streamline Your Operations with JB360! - ServiceTitan + JB Warranties Integration.
................ JB360 is a groundbreaking two-way integration between JB Warranties & ServiceTitan. JB360 is free to use, compliments of JB Warranties. • Access warranty plans and claims data directly from ServiceTitan • 2-click plan purchasing and claim filing • Reduce administrative burden • Use your warranty program as a strategic growth driver • Close more deals, create a recurring revenue stream with plan renewals • Keep your whole team updated with accurate plan info and status
WEDNESDAY IGNITE AGENDA
TRITON BALLROOM
Wednesday | 8:30 am - 8:45 am
Failure to Legacy: Your Choice. Your Outcome.
Jimmy Hiller
................ There are only four choices in your business journey. Which path you choose is entirely up to you. In this intensely focused presentation, Jimmy will reveal the one life-changing trait every successful business owner shares. Is it in you? The choice is yours. If you master it, you’ll blow open the doors to unshakeable confidence. Your leadership skills will sharpen, your vision will expand, and your personal performance will skyrocket. And, along the way, you’ll experience a stratospheric level of success that only a few achieve. Choose your path wisely. Your journey starts today.
Wednesday | 8:45 am - 9:15 am
The Maximum Yield Mindset: Elevate Your Mind. Elevate Your Success.
Terry Nicholson
................ Ready to unlock greatness in your business? This high-impact session is designed for leaders who are done settling for average results. You’ll discover how to gain crystal-clear clarity, unshakable confidence, and relentless execution power — all by mastering the one thing that shapes everything else: your mindset. When you upgrade your mind, everything follows — your leadership sharpens, your vision expands, your performance skyrockets. This isn’t just another leadership talk — it’s a mindset reset for business owners ready to maximize clarity, confidence, and execution. You’ll discover how to: • Bulletproof your company. • Lead your team to victory. • Inspire continuous improvement. • Build a culture of excellence. • Eliminate complacency. • Turn urgency into an advantage. • And so much more to help you lead, scale, and win with purpose. If you’re ready to shift from pressure to performance and from chaos to clarity — it starts here. Upgrade your mind. Elevate your success. Unlock your legacy.
Wednesday | 9:15 am - 10:00 am
Artificial Intelligence (AI)
Unveiling the Future of Success: The PRAXIS S-10 AI Assistant.
Terry Nicholson & Collin Schlemmer
................ AI isn’t just the future—it’s the here and now, transforming industries, lives, and the way we work. From personalized Netflix recommendations to smart homes that know your preferences, AI makes life easier and more efficient. In the HVAC world, AI is already a game-changer: predicting component failures, customizing energy use, and improving air quality management. Now, PRAXIS S-10 takes this innovation to the next level with our AI-Driven Assistant, designed specifically for HVAC professionals like you. Imagine having instant, 24/7 access to the vast knowledge and insights of the PRAXIS S-10 Chronicles—no digging, no waiting, just actionable answers when you need them most. In this exclusive session, we’ll reveal how our AI Assistant is revolutionizing the way contractors operate, offering: • Instant Knowledge Access: Tap into the Chronicles’ deep reservoir of insights with lightning speed. • Contextual Understanding: Receive personalized responses tailored to your challenges and goals. • Productivity Amplified: Stop wasting time searching and start focusing on what drives success. • AI as a Catalyst for Growth: Learn how to leverage this cutting-edge technology to increase revenue, cut costs, and delight clients. This is more than a tool—it’s your competitive edge in an ever-evolving industry. Discover how PRAXIS S-10’s AI Assistant can empower you to achieve unprecedented levels of efficiency, customer satisfaction, and profitability. Don’t just keep up—lead the way. Join us and see the future in action.
Wednesday | 10:00 am - 10:30 am
Break
Wednesday | 10:30 am - 12:00 pm
The Legend - Jim Abrams Live
A Once-in-a-Lifetime Opportunity to Learn from the Prophet of Profit in Retail Home Services. The Greatest Residential Service Contractor of all time!
Jim Abrams, Terry Nicholson & Jimmy Hiller
................ “He didn’t just build companies—he built empires. And along the way, he built people.” Jim Abrams. The name is legendary in the HVAC and home services world. From humble beginnings to building billion-dollar brands like Service Experts, Clockwork Home Services, One Hour Heating & Air Conditioning, Benjamin Franklin Plumbing, and Mister Sparky Electric, Jim changed the game forever. Now, in what may be his final public appearance, you have the chance to experience the wisdom, insight, and fire of the man who redefined an entire industry. Why You Can't Miss This Event: Unfiltered Stories from the Frontlines of Business. From bootstrapping a start-up company to building national brands, Jim will share real stories, raw lessons, and the pivotal decisions that shaped his journey. Unlock the Systems that Scale. Learn the operational secrets, marketing psychology, and team-building tactics that created industry-leading businesses—tools you can take home and apply immediately. Once-in-a-Lifetime Q&A . Pick the brain of the man who’s educated and mentored some of the most successful entrepreneurs in the trades. Be in the Room Where It Happens . Don't miss your chance to witness HVAC legend Jim Abrams live—this could be your last opportunity to learn from the master himself.
Wednesday | 12:00 pm - 1:00 pm
Lunch – EVOQ Terrace
If the weather is not favorable, lunch will be served in breakout rooms.
Wednesday | 1:00 pm - 2:30 pm
QR Revolution
Unlock Hidden Profits with Smart Asset-Tracking for Your Fleet.
Jimmy Hiller
................ Your vehicles are rolling goldmines packed with valuable parts, supplies, equipment, and tools. Unlike the Wells Fargo fleet with its armed guards and vault-like security, your vehicles don’t have those safeguards—but their contents are just as critical. Your growth, profits, and customer satisfaction all rely on what’s on board. What if the secret to driving revenue and delighting clients lies in how you manage your fleet’s inventory? The biggest hurdle in inventory control is getting technicians to accurately document part usage. When parts go unrecorded, restocking stalls, productivity drops, labor costs soar, and customer satisfaction plummets. The solution? Make it easy for technicians to log parts with the power of QR coding. Simple. Efficient. Effective. You need to see it to believe it! In this powerful session you will discover: • How Hiller PHCE is leading the QR Revolution. • How to transform your fleet into a profit-boosting, customer-pleasing powerhouse. • How to reduce inventory lost. • How to reduce inventory theft. • How to use QR coding for warranty recovery. • How to speed up inventory tasks. • How to reduce human error. • How to set-up custom inventory alerts. • How to see your inventory stock in real-time.
Wednesday | 2:30 pm - 3:00 pm
Break
Wednesday | 3:00 pm - 3:45 pm
Productivity Excellence
Push-button Productivity: Fast, Easy, Automatic.
Terry Nicholson
................ The PRAXIS S-10 productivity reports empower you to celebrate high-performing areas and address underperforming ones. These actionable insights boost client satisfaction, elevate employee performance, and strengthen your business's financial health. With tools this powerful, what’s stopping you from using productivity reports daily? For most, it’s the time-consuming process of extracting data from their software. If this sounds familiar, jump up and down. Scream and shout. Dance like there’s no tomorrow. Because it’s finally here … a game changer that will drive your business to stratospheric levels of success. ServiceTitan has taken the Top 10, most important PRAXIS S-10 productivity reports, and automated them into the ServiceTitan platform to provide you with the insights you need to ignite growth and drive unparalleled success. In this session you will discover: • How maximum yield company’s use productivity reports to elevate their success. • The top 10 most powerful PRAXIS S-10 productivity reports and why ignoring them is costing you hundreds, if not thousands of dollars a day. • The one most powerful report that virtually guarantees you are making money daily. • How to use real-time data to instantly make accurate decisions.
Wednesday | 4:00 pm - 5:00 pm
Breakouts
WEDNESDAY PM BREAKOUTS
Wednesday | 4:00 pm - 5:00 pm
Sea Star A
BREAKOUT SESSION: Chiirp
How AI and Automation Are Changing The Business Landscape.
................ Members will learn how to implement AI and automation techniques that are proven to convert more leads, win more deals, and simplify both the customer journey and a business’s back end. We will cover what should be automated, what should be handled by humans, and just how much of a roll AI should play in your business.
Wednesday | 4:00 pm - 5:00 pm
Sea Star B
BREAKOUT SESSION: Goodleap
What's in Your Wallet?
................ If you have yet to take the “good leap” and join the Goodleap financing platform, this session is for you! We will explore the differences that make Goodleap unique, along with giving you an inside peek at how offering financing can be as easy as 1-2-3!
Wednesday | 4:00 pm - 5:00 pm
Coral Bay
BREAKOUT SESSION: Home Sweet Software
Are You Making These Three Big Mistakes with ServiceTitan? How to Maximize the Benefits while Reducing the Frustration of Your Dispatch Software.
................ This session will include information on how the setup of ServiceTitan can impact a member’s operation – in a positive way, or a negative one if done incorrectly. I will cover call screen settings, tracking opportunities and communication with accounting software, and how these three major components make it easier to track and report so owners and managers can spend more time with their employees and customers.
Wednesday | 4:00 pm - 5:00 pm
Tides A
BREAKOUT SESSION: Blue Cardinal Group
What I Wish I Knew Before Selling My Business: Revealing Lessons from Both Sides of the Deal — and What a Business Broker or Advisor Either WON’T Tell You — Or, DOESN’T Know.
................ You’ve made that life changing decision to sell your business. What’s next? Trey McWilliams will provide you with a unique “insider’s” firsthand view of selling his own business and working with Mergers and Acquisitions. You’ll get insights and lessons from both sides of the sale and what you won’t hear from a typical business broker or advisor. Join Trey as he takes you on a wild rollercoaster ride that comes with the beginning, middle, and end of the deal. Discover the “pop-up costs” of hidden financial and legal fees that can arise during and after the sale — even though you thought you sealed the deal. Trey will cover important topics such as building value before you sell, aligning expectations and avoiding miscommunication, and the impact of selling with your team members. You will also learn negotiation tactics and how to structure the deal to benefit the business, and much more. He’ll also reveal a candid “open book” reflection of his own experience — what he would have done differently — and key takeaways to know before selling your business. This is a MUST-ATTEND session for anyone considering or actively selling their business. You’ll get a unique insider’s view of: • Trey’s firsthand experience of selling his business. • Things he’s learned during the process and how to avoid costly mistakes. • The emotional and financial realities of selling. • The hidden pitfalls you didn’t see coming. • How to build value before you sell. • Aligning expectations with the buyer(s). • Choosing the right buyer for your business. • The impact of selling with your team members. • Negotiation tactics and structuring the deal. • What happens after the deal.
Wednesday | 4:00 pm - 5:00 pm
Tides B
BREAKOUT SESSION: Searchlight
75% of Leads Don't Buy Anything.
................ How to measure return on ad spend; identify what campaigns are driving the most revenue; booking rate by campaign.
Wednesday | 4:00 pm - 5:00 pm
Tides C
BREAKOUT SESSION: Plumbers Choice
Finding New Opportunities in Your Existing Customer Database.
................ With the current cost of customer acquisition sky-rocketing its more important than ever to look for opportunities to capitalize on the leads you already generated. Join us to discuss how to analyze the purchases your clients already made in order to provide them offers for options they are most likely interested in receiving.
THURSDAY
PRE-FUNCTION
BREAKFAST
AM BREAKOUTS
IGNITE DAY TWO
Thursday | 7:00 am - 8:00 am
Pre-Function
Continental Breakfast
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Thursday | 8:00 am - 8:30 am
Triton Ballroom
(Doors Open at 8:00 am)
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THURSDAY AM BREAKOUTS
Thursday | 7:00 am - 8:00 am
Sea Star A
BREAKOUT SESSION: ServiceTitan
Technology in the Contact Center: Today and Tomorrow
................ AI has revolutionized the call center. Learn how Contact Center Pro—with fully AI-powered virtual agents and features to assist existing agents and managers—and Second Chance Leads help to deliver a world class customer experience and boost revenue by finding lost leads faster.
Thursday | 7:00 am - 8:00 am
Sea Star B
BREAKOUT SESSION: RGX (RegEx)
Extracting the Most ROI Out of SEO, PPC, and Social Media.
................ Today’s marketing challenges are very complex. The days of double-truck Yellow Page ads and dominating the three local television networks with ads are long gone. Today’s consumers are more scattered and diluted than ever. Join this immersive breakout session, bring all your questions, and you’ll discover how to gain more “organic” traffic to your website – by building and deploying an effective SEO plan, analyzing and implementing keyword strategies and building a website that ranks higher on Google searches. You’ll also discover proven strategies that decode the complex world of pay-per-click (PPC) advertising. Learn how to measure the effectiveness of your digital marketing assets and see real-world “before and after” results of an effective global digital strategy marketing system and how to implement it.
Thursday | 7:00 am - 8:00 am
Coral Bay
BREAKOUT SESSION: Total Tech
A2L: How to Boost Technician Productivity on Maintenance Calls.
................ In today’s fast-paced service industry, your technicians need the right tools, knowledge, and processes to work efficiently while delivering top-tier maintenance to homeowners. Attend this breakout session to discover how to: • Increase Technician Efficiency & Productivity – Equip your team with cutting-edge diagnostic techniques and proven workflows to complete jobs with greater accuracy. • Meet Manufacturer Specs & Customer Expectations – Keep equipment operating as designed, improving reliability, energy efficiency, and overall satisfaction. • Prevent Breakdowns During Peak Season – Avoid costly emergency calls and downtime with proactive maintenance strategies designed to keep systems running when they’re needed most. • Extend Equipment Lifespan – Ensure your customers’ equipment runs at peak performance, reducing wear and tear while maximizing their investment. • Exclusive Insight: The Don Miller Proprietary Diagram Gain access to a revolutionary diagnostic method that helps technicians pinpoint component failures with precision—saving time, reducing repeat visits, and increasing first-time fix rates. Don’t let inefficiencies and unexpected failures slow your business down. Optimize your service operations today by transforming your service technicians!
Thursday | 7:00 am - 8:00 am
Tides A
BREAKOUT SESSION: Goodleap
What's in Your Wallet?
................ If you are an existing Goodleap user, this session is for you! Learn how to strategize, optimize, and grow with financing. There are so many tips and tricks, in’s and outs, of how to make the most out of offering affordability to your customers through Goodleap. Want to know how to make the most of your loan offerings and payment solutions? Join us here!
Thursday | 7:00 am - 8:00 am
Tides B
BREAKOUT SESSION: Blue Cardinal Group
What I Wish I Knew Before Taking on a Partner: Revealing Lessons from Both Sides of the Deal — and What a Business Broker or Advisor Either WON’T Tell You — Or, DOESN’T Know.
................ You’ve made the decision to take on a partner in your business. What’s next? A partnership can be like a marriage, it can initially seem that both parties will live happily ever after. A match made in business heaven. But, just like many marriages, differences in personalities, goals, ambitions, finances, work ethics – and even political philosophies – can alter that blissful high and fade over time. Join Trey McWilliams as he walks you through a unique “insider’s” firsthand view of the A-to-Z process of taking on a partner in your business. You’ll get insights and lessons from both the owner and partner side of the deal and what you won’t hear from a typical business broker or advisor. Embark with Trey as he takes you on a wild rollercoaster ride that comes with the beginning, middle, and end of the process. Discover the “pop-up costs” of hidden financial and legal fees that can arise during and after the deal is made — and how to prevent the issues that can often come with a new partner in your business. You’ll also learn how to manage the impact with your team members, negotiation tactics, structuring the partnership deal, and much more. Trey will cover important topics such as personality assessment, aligning expectations, avoiding miscommunication, and mapping out partner roles and responsibilities. How to jointly review, build, or revise your five – and ten-year business plan so that both parties have a clear understanding of the roadmap to success. Trey will also discuss income and compensation expectations and how the company will dedicate resources towards the growth of the business. He’ll also reveal a candid “open book” reflection of his own experience — what he would have done differently — and key takeaways to know before you take on a new partner. This is a MUST-ATTEND session for anyone considering or actively in discussion with a new business partner. You’ll get a unique insider’s view of: • Trey’s firsthand experience of taking on a new partner. • Things he’s learned during the process. • How to avoid costly mistakes. • The number one pitfall that ends most partnerships. • Aligning expectations with your new partner(s). • The emotional and financial realities of the deal. • The hidden pitfalls you didn’t see coming. • How to build value before you enter an agreement. • Choosing the right partner for your business. • The impact of change and leadership roles with your team members. • Negotiation tactics and structuring the deal. • What happens after the deal.
Thursday | 7:00 am - 8:00 am
Tides C
BREAKOUT SESSION: Home Sweet Software
Are You Making These Three Big Mistakes with ServiceTitan? How to Maximize the Benefits while Reducing the Frustration of Your Dispatch Software.
................ This session will include information on how the setup of ServiceTitan can impact a member’s operation – in a positive way, or a negative one if done incorrectly. I will cover call screen settings, tracking opportunities and communication with accounting software, and how these three major components make it easier to track and report so owners and managers can spend more time with their employees and customers.
THURSDAY IGNITE AGENDA
TRITON BALLROOM
Thursday | 8:30 am - 8:45 am
Installation Perfection
First Time Install: Right from the Start-up.
Jimmy Hiller
................ In the evolving HVAC industry, the installation department serves as the cornerstone of your company’s success. With new refrigerant regulations transforming installation requirements, it’s crucial to ask: What are you doing to protect your most valuable asset—your installation reputation? Your installation reputation is your most significant competitive advantage. It not only impacts your company’s growth but also directly influences customer satisfaction, referrals, and long-term profitability. Protecting and enhancing this reputation is vital because installations account for a significant portion of your company’s revenue. The quality of your installations determines how satisfied your customers are and whether they will recommend your services to others. Simply put, your success hinges on the technical skill and professionalism of your installation team. While installations can generate substantial revenue and apparent profits, callbacks from poorly executed jobs can drain those profits rapidly. These preventable issues not only hurt your bottom line but also damage your reputation. Your installation department is more than just a revenue generator—it’s the heart of your business’s success. Protect it, nurture it, and prioritize its quality to secure your company’s future. In this profit packed session, you will discover: • Why a keen focus on quality installations is a prerequisite. • How to avoid the profit pitfalls of callbacks. • How to leverage new tools to ensure regulatory compliance. • The ultimate key to building homeowner trust and loyalty. • The essential strategies to maximize your profits in 2025.
Thursday | 8:45 am - 9:30 am
Compliance Update
NextGen Refrigerant Protocols.
Don Miller
................ With the EPA enforcing the phase-out of R-410A, businesses must transition to environmentally friendlier alternatives such as R-32 and R-454B. While these next-generation refrigerants offer numerous benefits, they also come with unique properties and risks that require proper handling. Classified as mildly flammable, these chemicals demand a thorough understanding to ensure safety and compliance. Improper handling or the use of incompatible equipment not only increases safety hazards but also exposes your company to significant legal and regulatory risks. To navigate this transition effectively, it is essential to update your technicians on critical topics such as safety protocols, regulatory compliance, and service procedures tailored to R-32 and R-454B. This is must-know knowledge to keep your operations safe, efficient, and fully compliant with EPA regulations. Don’t let outdated practices put your business at risk—equip your team today with the expertise they need for the future of refrigerant servicing. In this important and timely session, you will discover: • Essential Service Protocols. • Team Safety Strategies. • Equipment Compatibility. • Safe Handling Practices. • Proper Storage Guidelines.
Thursday | 9:30 am - 10:00 am
Leadership
The Three C's of Leadership: A Business Owner’s Regret and the Lesson You Can’t Afford to Ignore.
Trey McWilliams
................ Join Trey McWilliams as he reveals his biggest regret as a Leader of a $87,000,000 home services business — and more importantly, how you can avoid making the same mistake in your company. Trey will walk you through the real-world lessons he’s learned and how he’s instilled the Three C’s of Leadership that every business owner must deploy across your entire leadership team — and company culture. You’ll discover how each of the three apex of leadership skills are equally important and why most business owners routinely fail to recognize one of them. Trey will drill down on each aspect of a successful leadership culture – how he implemented it in his company — and how to teach your leadership team to take full responsibility for every part of the business. When you master the Three C’s of Leadership you’ll create a company-wide culture of success and secure your company’s future. Learn and discover as Trey walks you through: • How not teaching leaders about the financial health of the company shatters your profitability. • The real-world consequences of abandoning the financial side of your business. • The three apex of leadership skills and why most business owners routinely fail to recognize one of them. • How mastering the Three C’s of Leadership will create a company-wide culture of success. • How to successfully balance the Three C's—satisfying customers, supporting coworkers, and running a profitable company. • Why owners must instill financial understanding and accountability in their leadership teams. • The critical lessons that must be shared to run a sustainable, profitable business, and create a legacy that lasts. • The painful reality of “Retiring” without leaving a strong legacy.
Thursday | 10:00 am - 10:30 am
Break
Thursday | 10:30 am - 11:00 am
Member Success
It Works for Me! Member Success Stories and Real-World Results.
Ben Tibbs & Collin Schlemmer
................ Discover wisdom from fellow PRAXIS S-10 members as they share their personal stories of success and triumph. Hear, in their own words, how using the tools and systems of PRAXIS S-10 have contributed to their business, and even personal success. You’ll be inspired and amazed as each member walks you through what they did, how they implemented systems, and the direct results of those changes in their business. How gaining the knowledge, and putting it to use, has impacted their business, secured a bright future for the owners, and empowered their employees. If you ever wondered “how does he do it” — this is how — in their own words.
Thursday | 11:00 am - 12:00 pm
Keynote
Unstoppable: The Powerful and Inspiring Story of an All-American Wrestler Who Defied the Odds!
Now an original movie produced by Ben Affleck and Matt Damon, starring Jennifer Lopez, Jharrel Jerome, Don Cheadle, Michael Peña and Bobby Cannavale!
Anthony Robles
................ Anthony Robles is a three-time all-American wrestler, the 2011 NCAA National Wrestling Champion, and a Nike-sponsored athlete. He was also born without his right leg. Doctors could not explain to his mother, Judy, what led to the birth defect, but at the age of five, the one-legged toddler scaled a fifty-foot pole unassisted. From that moment on, Judy knew that her son would be unstoppable. Anthony first began wrestling in high school; he was the smallest kid on the team and finished the year in last place. But he completed his junior and senior years with a 96–0 record to become a two-time Arizona State champion. In college, he faced personal hardships which almost forced him to drop out. But Anthony remained focused on his goals and won the NCAA National Championship in March 2011. Unstoppable is the story of one man whose spirit and unyielding resolve remind us all that we have the power to conquer adversity—in whatever form.
Thursday | 12:00 pm - 1:00 pm
Lunch – EVOQ Terrace
If the weather is not favorable, lunch will be served in breakout rooms.
Thursday | 1:00 pm - 1:45 pm
Search Engine Success
Google Doesn’t Care About You: Here’s How to Win Anyway.
Nick Martin & Dmitrii Kustov
................ Leads are the lifeblood of any business, and Google’s evolving Search Engine Results Page (SERP) is the ultimate gateway to success. Today, organic rankings claim as little as 30% of the visible space, with paid ads, AI summaries, and features like "Discussions and Forums" taking center stage. For small businesses, this might seem like a losing battle—but the data tells a different story. In this session, we’ll demystify Google’s SERP and show you how to turn every component into a lead-generating machine. From dominating organic results to conquering Google Maps, Local Services Ads (GLSA), and overlooked features like "People Also Ask," you’ll learn how to stretch your budget for maximum ROI. In this Session You’ll Discover: • A comprehensive roadmap to dominate the SERP and maximize leads. • Strategies for visibility in high-impact sections like GLSA and Google Maps. • How to leverage emerging trends like AI summaries and community-driven content to grab attention. • Proven methods to balance organic and paid strategies for consistent, cost-effective lead generation. This session is perfect for anyone eager to harness Google’s full potential and turn it into a powerful engine for growth. You’ll leave with actionable strategies and a clear plan to outshine the competition, no matter your business size.
Thursday | 1:45 pm - 2:30 pm
Marketing Metrics
The Marketing Analytics That Fuel Explosive Growth.
Nick Martin
................ Feeling overwhelmed by marketing metrics? You’re not alone. Understanding the numbers behind your marketing strategy doesn’t have to be daunting. In this session, you’ll discover how to simplify the essentials of marketing metrics and KPIs, specifically tailored for your HVAC and plumbing business. You'll discover how to identify and measure the metrics that matter most, from cost per lead to customer acquisition costs, and learn how to use them to evaluate and improve your marketing campaigns. Let’s dive deep into your ROI metrics, how to optimize your budget, and guide data-driven decisions that boost your bottom line. Whether you're running paid ads, managing social media, or investing in TV commercials, you’ll leave with the tools, strategies, and confidence to analyze your results and fuel explosive growth. In this advanced, results-driven marketing session you will discover: • How to identify the key marketing metrics that matter most. • How to measure ROI quickly and effectively—no complicated tools needed. • How to analyze the marketing channels that give you the greatest ROI. • Real-world analytics used by the Hiller marketing team. • How to use data to build confidence in making wise business decisions.
Thursday | 2:30 pm - 3:00 pm
Break
Thursday | 3:00 pm - 3:30 pm
Marketing Tactics
How Guerrilla Marketing Can Fill Your Schedule Without Breaking the Bank.
Nick Martin
................ Keeping your schedule full and driving higher ticket sales doesn’t have to rely on expensive advertising. In this session, you’ll discover creative, low-cost guerrilla marketing tactics that empower your team to promote your business effectively. By utilizing tools like professionally designed brochures, flyers, and strategic branding, your business can stay top-of-mind for homeowner’s long after the job is done. We’ll dive into the concept of “tattooing” the home with your company’s branding—creating lasting impressions and encouraging repeat business. Plus, discover unique ways to leave a professional and memorable touch with your clients. These easy-to-implement strategies are designed to fuel business growth while enhancing the overall homeowner experience. Enhance your marketing proficiency by: • Discovering creative marketing tactics that are easy to implement and cost-effective. • Learning about "tattooing" your brand and how it can foster repeat business. • Equipping your team with professional tools that create a lasting impact. • Exploring strategies that drive higher sales and elevate the customer experience.
Thursday | 3:30 pm - 4:00 pm
Marketing Mastery
Crafting a Killer HVAC Summer Marketing Campaign.
Nick Martin
................ This session reveals proven strategies to attract more leads, close more sales, and boost installations during your peak summer season. Discover how to optimize your marketing efforts with tailored tactics designed to drive real results. You’ll discover the exact playbook used by Hiller Plumbing, Heating, Cooling & Electrical, showcasing creative designs, compelling messaging, and effective offers that work. From attention-grabbing ads to precision audience targeting and seasonal promotions, you’ll walk away with actionable insights and inspiration to supercharge your campaigns this summer. During this power-house marketing session, you will: • Discover the proven strategies behind a summer marketing campaign designed to maximize ROI. • Pinpoint how to make your marketing shine and stand out this summer. • Discover how to steer clear of common seasonal marketing campaign pitfalls. • Walk away with actionable ideas you can customize and implement instantly. • Gain exclusive behind-the-scenes, unfiltered access to the creative elements driving a successful HVAC campaign.
Thursday | 4:00 pm - 4:30 pm
Ignite 2025 Closing
Maximum Yield Action Steps.
Jimmy Hiller & Terry Nicholson
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