Joseph Lambert went from a Sandy Springs teen doing lawns and construction to building a premium junk-removal company by learning fast from failures, studying proven models, and executing better—scaling from rented trucks to ~$2.8–2.9M revenue with 8 trucks and 30–35 staff. He sold the business in early 2024 with a team-first deal that gave employees life-changing bonuses, later left his VP role in Oct 2024, and now invests in manufactured housing while exploring waste-industry opportunities—his mantra: take imperfect action and keep moving.
$20 AND A U-HAUL: Successful Junk Removal Business Putting Community First
All new business owners have different expectations. For Lucas Lorenzo, of AFFORDABLE JUNK REMOVAL EXPERTS, in Milwaukee, Wisconsin, it was about helping families in need. With just $20 and a rented U-Haul, Lucas shares how he launched his business determined to create something not just for himself, but for the community. During the recent flooding that hit Milwaukee, Lucas and his team stepped up in a big way. For him, it wasn’t just about running a business—it was about being there for his community when they needed it most. Reputation, consistency, and community support remain at the heart of everything he does. In this episode of SWIVL SESSIONS, Lucas talks about the realities of “entrepreneurship”, the importance of community outreach, and how nothing of substance in life can begin until “you stop thinking about…and GET STARTED!”

About the Guest
Lucas Lorenzo
Owner
Lucas Lorenzo is the founder and owner of Affordable Junk Removal Experts, a Milwaukee-based waste management company that has redefined what it means to serve the community through business. After undergoing bariatric surgery and transitioning from 11 years in automotive repair management, Lucas launched his junk removal business with just $20 and a rented U-Haul truck. His innovative approach combines advanced CRM automation, community service, and strategic networking to build a thriving enterprise that has helped over 50 families in need during its first year while generating over 100 five-star reviews.
Connect
Company: Affordable Junk Removal Experts
Location: Milwaukee, Wisconsin
Services: Junk removal, cleanouts, electronics recycling, emergency cleanup
Company Overview
Affordable Junk Removal Experts specializes in trustworthy and cost-effective waste management solutions throughout the Milwaukee metropolitan area. Services include:
Services
- Residential and commercial cleanouts
- Business clearance and office cleanouts
- Electronics recycling and disposal
- Emergency flood and disaster cleanup
- Community-focused donation services
Core Mission
Prioritizing professionalism, efficiency, and community impact by donating usable items directly to families in need rather than traditional donation centers.
Business Model
Combines traditional junk removal services with a strong community service component, setting the company apart from competitors focused solely on profit.
Episode Summary
All new business owners have different expectations. For Lucas Lorenzo, of AFFORDABLE JUNK REMOVAL EXPERTS, in Milwaukee, Wisconsin, it was about helping families in need. With just $20 and a rented U-Haul, Lucas shares how he launched his business determined to create something not just for himself, but for the community. During the recent flooding that hit Milwaukee, Lucas and his team stepped up in a big way. For him, it wasn’t just about running a business—it was about being there for his community when they needed it most. Reputation, consistency, and community support remain at the heart of everything he does. In this episode of SWIVL SESSIONS, Lucas talks about the realities of “entrepreneurship”, the importance of community outreach, and how nothing of substance in life can begin until “you stop thinking about…and GET STARTED!”
On Starting a Business
"Get started. Stop thinking about it. That's all it takes. Make your mistakes and learn from it and grow."
On Overcoming Obstacles
"So many people create these imaginary hurdles that they have to get over like 'I don't own a truck, we can't do this.' Being able to see past that and realizing well I can just go rent one and there's the problem solved."
On Community Service
"We try to focus on donating to families in need versus going to like your Goodwills and your Salvation Armies. That's our main focus."
On Networking Value
"When you're able to make connections and you're getting people referring other people to you because they like you and they know that you're going to do a good job - that's what takes somebody from good to great."
On Automation Impact
"Being able to send a text message to the customer when you're on your way... Being able to text the customer as you're getting closer... automation is very important to build your business."
Getting Started
- Stop overthinking and take action with whatever resources you have
- Don't let equipment or capital requirements become imaginary barriers
- Use your existing network - treat people well before you need their help
- Start part-time if necessary, but be ready to jump full-time when momentum builds
Lead Generation and Growth
- Use pay-after-lead platforms like Thumbtack when starting with limited capital
- Invest in CRM and automation systems early - they're game-changers for scaling
- Focus on networking with other business owners, not just potential customers
- Prioritize Google reviews and reputation building from day one
Operational Excellence
- Implement automation for customer communication and lead management
- Use virtual assistants to handle backend operations while you focus on growth
- Never say no to jobs - rent additional equipment when needed
- Make strategic decisions about renting vs buying equipment based on cash flow
Community and Differentiation
- Find ways to serve your community that align with your business model
- Use community service as a competitive differentiator
- Build genuine relationships in networking groups rather than just collecting contacts
- Consider how your business can have positive social impact beyond profit
Technology and Systems
- Invest in proper CRM systems early, even as a small business
- Set up automation for lead capture, customer communication, and scheduling
- Use AI tools for business planning, naming, and domain research
- Integrate multiple platforms (CRM, lead sources, communication tools) for seamless operations
Resourcefulness and Bootstrapping
The episode showcases how entrepreneurs can start businesses with minimal capital by being creative with resources, using rental equipment, and leveraging pay-after-service lead platforms.
Community-Driven Business Models
Lucas demonstrates how incorporating genuine community service can become a powerful competitive advantage while creating meaningful social impact.
Technology as an Equalizer
Small businesses can compete with larger companies by implementing sophisticated CRM, automation, and virtual assistant solutions to provide enterprise-level customer experiences.
Networking for Service Businesses
Strategic networking with other business owners, rather than just potential customers, creates sustainable referral pipelines and reduces customer acquisition costs.
Personal Transformation Through Entrepreneurship
The episode illustrates how personal challenges (health, career transitions) can catalyze innovative business opportunities when approached with the right mindset.
Scaling Through Systems
Successful growth requires transitioning from owner-operator models to systematic approaches using technology, automation, and delegated operations. Company: Affordable Junk Removal Experts Location: Milwaukee, Wisconsin Services: Junk removal, cleanouts, electronics recycling, emergency cleanup
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