Homeless to $3M: A Plumbing Owner’s Comeback
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this powerful podcast episode, Cale Forrester shares his remarkable journey from homelessness and drug addiction to building a $3 million plumbing business in just four years. (00:17) Forrester, who was living under a bridge in Tulsa just a few years ago, transformed his life through rehabilitation and military leadership principles to create Mastin's Plumbing, which has doubled revenue every year since its 2022 launch. Joined by fellow trades leader Dylan Moya, they reveal the systematic approach behind their rapid growth, including comprehensive sales processes, strategic rebranding, and disciplined financial management. (24:48) The conversation explores how Forrester's addiction recovery experience taught him the importance of following proven systems and surrounding himself with successful mentors - principles he directly applied to business growth.
• Main Theme: How personal transformation through systematic processes and mentorship can drive extraordinary business success in the trades industrySpeakers
Cale Forrester
Cale Forrester is a U.S. Army veteran who served in Afghanistan as a gunner and founded Mastin's Plumbing in 2022. After overcoming homelessness and drug addiction through Veterans Treatment Court rehabilitation, he built his plumbing company from a one-man operation doing $500,000 in year one to a projected $3 million operation in 2025. He leads a team of five plumbing crews and has become known for his systematic approach to sales processes and business growth.
Dylan Moya
Dylan Moya is a veteran plumber with 15 years of experience in the trades industry, with 10 years focused on sales. He generates $3 million annually in plumbing revenue and has become a sought-after speaker and mentor in the trades community. Moya specializes in developing systematic sales processes and helping plumbing companies scale their operations through proven methodologies.
Key Takeaways
Follow Proven Systems and Find Mentors
Forrester's transformation began when he learned to "just do whatever they're doing" from successful people in recovery. (19:19) He applied this same principle to business, seeking out Dylan Moya after hearing him speak about generating $3 million in plumbing revenue. The key insight is that successful people leave breadcrumbs - you don't need to reinvent the wheel, just follow their proven methods. This approach allowed Forrester to avoid common startup mistakes and accelerate his growth trajectory by implementing systems that had already been tested and refined.
Develop Comprehensive Sales Processes
Both speakers emphasized creating detailed, step-by-step sales processes that can be replicated by any team member. (27:12) Forrester created three-ring binders assigned to vehicles (not individuals) containing the complete sales flow process, parts lists, and dispatch procedures. Dylan stressed having "a game plan" for every customer interaction, knowing the questions to ask and having prepared responses. This systematic approach allows companies to scale beyond the owner's personal sales ability and ensures consistent results across all technicians.
Strategic Rebranding Creates Confidence and Revenue
Forrester invested in an 18-month comprehensive rebrand that included new vehicles, uniforms, stationery, and marketing materials. (24:52) The rebrand wasn't just cosmetic - it fundamentally changed how both customers and technicians perceived the company. Dylan noted that revenues doubled after the rebrand because technicians became more confident in presenting premium solutions when they looked professional and felt part of a legitimate operation rather than a "chuck in a truck" company.
Maintain Financial Discipline and Reinvest for Growth
Forrester emphasized never using the company "like a piggy bank" and maintaining careful budget discipline. (32:42) He achieves 25% net margins by being strategic about expenditures and consistently reinvesting profits back into business growth rather than personal lifestyle inflation. This approach has enabled sustained growth without outside investment while building a war chest for expansion opportunities.
Track Key Performance Indicators Religiously
Both speakers stressed the importance of knowing your numbers beyond basic bank account balances. (28:24) They track closing rates, lead generation, gross profit margins, and other key metrics that drive business decisions. Forrester compared it to wearing an Oura ring for health tracking - you need constant visibility into the vital signs of your business to make informed decisions and identify problems before they become critical.
Statistics & Facts
- Cale Forrester's plumbing business generated $500,000 in revenue in its first year (2022) as a sole proprietor operation, then doubled revenue each subsequent year to reach a projected $3 million in 2025. (00:07)
- Dylan Moya generates $3 million annually in plumbing revenue and has been selling in the trades for 10 years out of his 15-year career. (24:51)
- Forrester was arrested at least 10-12 times during his addiction period and spent 8 months in county jail across two counties before entering rehabilitation. (15:37)
