The Builder’s Edge - Mastering the Business Side of Building

If you’re a contractor or service pro tired of competing on price, chasing low-quality leads, and feeling stuck in feast-or-famine… this episode will flip the way you think about growth. Veteran drywall repair specialist and business leader Daniel Osborne built a premium trades business by obsessing over craftsmanship, communication, and excellence—and by targeting the right client instead of trying to win everyone.

In this Builders Edge Podcast conversation, Daniel breaks down what it really takes to build a high-standard contracting business: charging what you’re worth, delivering a “hand them the keys” experience, and building a reputation so strong people call you for precision—not discounts. But this isn’t just business talk. Daniel shares his personal transformation through faith, leadership, and relationships, how he went from anger and fractured seasons to purpose and stability, and why “don’t talk about it—be about it” is the real blueprint for legacy.

If you want better clients, stronger referrals, higher profit, and a business that supports your life (not steals it), take notes—this episode is packed with real-world contractor mindset, pricing strategy, and leadership lessons.

What You’ll Learn / Highlights


How to charge premium prices without racing to the bottom


The difference between being hardheaded vs determined in business


Why the right client beats “more leads” every time


The “hunter vs farmer” mindset shift for relationship marketing


How to build a reputation for precision, communication, and timeliness


Lessons on faith, marriage, leadership, and personal growth that translate to business


How Daniel turned expertise into continuing education + passive income


A simple way to raise your standard and create better referrals

Learn more about Deanna Lucas through the following links:

DND Website

Facebook Group

Facebook

Builders Visibility Blueprint

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If you’ve been watching Airbnb / short-term rental videos that make success look instant, this episode will save you years (and expensive mistakes). Josh Hatter—CEO in the hospitality space and founder of Keys Collective—explains how he went from a corporate layoff to building real wealth by “playing Monopoly in real life,” scaling from short-term rentals into boutique hotels in Charleston, SC and Savannah, GA.

You’ll hear what most influencers skip: why STR is not a “light switch,” how long-term compounding actually works, how to evaluate deals when inflation and returns don’t match, and why banks increasingly look at STR like a business (not just a house).

Josh also shares the systems that keep everything from collapsing, the painful leadership lesson about giving away equity too early, and how he built Keys Collective as a nonprofit alternative to “course culture.” If you want cash flow, hospitality investing, and a real-world blueprint for scaling with purpose—this one’s for you.

2) What You’ll Learn / Highlights

Why STR success is not instant (and what “long term” really means)
The deal filter pros use: cash-on-cash return vs inflation reality check
How boutique hotels change the game (density, staffing, operations)
The systems principle: “If you don’t have systems, everything collapses”
The leadership lesson: incentivize great people—don’t rush equity
Why banks value STR based on income/business performance
How Keys Collective is built to mentor without becoming a “course business”

3) Chapters (timestamps)

00:00 Intro + “Monopoly in real life” + $30K → $10M story
01:46 The layoff that started it + first Vrbo attempt
06:15 How Covid shifted the strategy (mid-term stays)
07:21 Why boutique hotels were the next evolution
08:41 $800K renovation + 1852 historic property play
09:13 Hotel names + where they are (Charleston + Savannah)
16:12 Systems or collapse + “Buy Back Your Time” approach
19:54 The abundance mindset (from $1M → $10M thinking)
24:42 Deal analysis: cash-on-cash vs inflation example
25:51 Leadership lesson: giving away equity too early
30:15 Biggest misconception: STR isn’t a light switch
33:14 STR as a business + taxes + bank valuation shift
38:29 Keys Collective: mentoring from 1 property → VC scale
40:12 Building Keys as a 501(c)(3) + why it matters
47:21 Final takeaway: play Monopoly with purpose + strategy

#ShortTermRentals #AirbnbBusiness #RealEstateInvesting #BoutiqueHotel #PassiveIncome
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If you’re a contractor or builder wearing every hat in your business, this episode will feel like a wake-up call—in the best way. You didn’t start a contracting business to live inside email, scheduling, DMs, invoicing, recruiting, and admin… but that’s where most owners get trapped. In today’s Builder’s Edge episode, Philip Sessions (founder of Refine VA and host of Unfiltered Sessions) breaks down the leadership shift that helps contractors stop drowning in $10/hour tasks so you can finally operate in your $1,000/hour owner role.

You’ll learn why delegation isn’t “letting go,” it’s scaling with systems—and why communication is leadership when you’re managing a virtual assistant (VA) team. Philip shares the real reason owners hold onto the wrong tasks (hint: ego + unclear expectations), plus practical ways to delegate without losing control. If you want to grow your construction or home service company, free up your schedule, and build a team that executes, this is your step-by-step conversation to get started this week. 


The #1 mindset shift contractors need to scale with a VA


The first tasks to delegate (email, calendar, social, screening calls)


Why VAs aren’t “plug-and-play” and how to onboard correctly


How to communicate priorities, deadlines, and what “done” means


The hidden bottleneck: trying to do recruiting/screening yourself


Philip’s simple “delegation muscle” method you can use this week


Tools Philip uses daily: GoHighLevel + Asana

00:00 Intro: Stop drowning in $10/hr tasks01:15 Philip’s background (engineering → business)02:04 How he got into virtual assistants04:44 Reinventing yourself as an owner06:54 The first “real” delegation move (process + recruiting)10:38 Why owners hold onto the wrong tasks (ego)13:03 First tasks to hand off to a VA15:40 Communication tips for virtual teams17:55 Personal growth → business growth19:35 3 steps to start delegating this week21:31 Tools contractors should use (GoHighLevel, Asana)22:43 VA mistakes that kill results (expectations + onboarding)24:13 Philip’s personal edge25:17 Where to find Philip26:14 AI visibility scorecard mention + close

#ContractorBusiness #VirtualAssistant #Delegation #ConstructionBusiness #Leadership
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If you’re winning on paper but feeling empty, stressed, or burned out, this conversation is for you. In this episode of The Builders Edge, host Deanna Lucas sits down with Zachary Roberts, a certified Christian coach and founder of CJR Coaching, to unpack what it really means to build a business that aligns with your God-given purpose. We talk about why so many entrepreneurs, contractors, builders, and real estate professionals achieve the “wrong” goals—and how clarity of vision changes everything. You’ll learn practical coaching frameworks like The 5 Whys, why clarity comes by reducing (not adding), and how to integrate faith and business without forcing it or sounding fake. Zach also shares real-world business strategy—systems, operations, and performance—so you can grow with integrity and peace. If you want purpose-driven leadership, better decision-making, and a business that creates impact (not just profit), this is your step-by-step mindset + strategy reset.2) What You’ll Learn / HighlightsHow to know you’re chasing the wrong goals (even if you’re “successful”)The 5 Whys clarity exercise to find your real motivation“Audio has to match your video” (alignment that builds trust + authenticity)The difference between a salesperson and a true business ownerHow to integrate faith into business in a way that feels naturalThe 5x5 discipleship model (who you learn from + who you teach)“Performance = Potential − Interference” (what’s blocking you)The POP model: People → Operations → PerformanceZach’s twist on SMART goals: making goals Altar-WorthyThe 3-part burnout reset: vision check, schedule audit, leverage3) Chapters (timestamps)00:00 Intro01:10 Chasing the wrong goals + defining “achievement”02:40 The 5 Whys: clarity comes from reducing04:20 Audio must match video (alignment + authenticity)07:05 Salesperson vs business owner mindset09:10 Integrating faith + business (inner work first)10:30 The 5x5 discipleship model12:40 Performance = Potential − Interference13:45 POP model: People, Operations, Performance14:20 Bank account + calendar audit (time/money systems)15:40 “Altar-worthy” goals (faith-aligned SMART)17:50 Friendships + your personal board of advisors20:10 Transformation stories + map & mirror25:20 Burnout reset: vision, schedule creep, leverage27:55 When faith-based entrepreneurship feels lonely30:00 Zach’s long-term vision + kingdom impact33:15 No is a complete sentence34:55 How to connect with Zach + outro#ChristianEntrepreneur #FaithBasedBusiness #PurposeDrivenLeadership #BusinessCoaching #BuildersEdgePodcast

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If you’re a builder trying to stay steady in an uncertain market, this episode is for you. In this Christmas solo episode of The Builder’s Edge, we talk about the business side of building, and why mastering visibility, systems, and marketing can help you build a business that supports your family, faith, and future.What You’ll LearnWhy builders often struggle with marketing (and why it’s not your fault)What the housing market crash taught me about sustainabilityThe shift from “just doing great work” to building systems that support youHow local contractors can improve visibility and communicate value clearlyWhy community matters when you’re building through hard seasonsA Christmas encouragement: what you build matters—and you matterChapters 00:00 Intro + Christmas message00:58 Why I started The Builder’s Edge01:05 Growing up in construction + early career01:30 When the housing market crashed02:28 Learning the business side: marketing + systems02:56 Why this show is for builders + local service pros04:06 Faith + why builders matter05:19 Share this with a builder + stay connected05:44 Merry Christmas + closing

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