Nick Friedman, co-founder of College H.U.N.K.S. Hauling Junk & Moving, shares the story of how a beat-up cargo van and a catchy name evolved into a nationally recognized franchise with more than 200 locations and roughly $300 million in annual systemwide sales. Nick discusses entrepreneurship, franchising, building systems, leadership, technology, resilience, and his philosophy of “potential maximization.”
Family Plumbing Business: Two generations of Plumbing Service with Honesty and Integrity
Michael Franklin and Stephanie Sanchez, a father-daughter ownership team of 525 Plumbing in Atlanta, Georgia are enjoying the work / life balance afforded to them by running their own business for the last 23 years. This is a family that you can just tell prioritizes what we all should - the ‘family’ part of that balance! Michael started 525 after years working with a large franchise, where he realized he didn’t want to sacrifice his values or uproot his life just to climb the corporate ladder. Getting back into a truck, and connecting with customers “the right way”, to Michael, was much more authentic and fulfilling. In this enjoyable episode of SWIVL SESSIONS, you’ll hear a story about a father’s decision to strike out on his own, a daughter’s decision to forego psychology for plumbing, and how they both have redefined success through honesty, hard work….and trusting their roots.

About the Guest
Michael Franklin and Stephanie Sanchez
Owners
Michael Franklin is the founder of 525 Plumbing Services, established in 2002 after seven years with Roto-Rooter where he rose to general manager. A Virginia-trained master plumber with over 40 years of experience, Michael built his Atlanta-based company on a foundation of integrity over sales pressure. Known for his mentorship abilities, he continues to receive calls from former Roto-Rooter colleagues seeking technical advice. Stephanie Sanchez is Michael's daughter and business partner, joining the family business full-time 11 years ago after earning a psychology degree. She holds an unrestricted master plumber license and handles both field work and business operations. Stephanie successfully recruited her husband Carl into the plumbing trade, transforming him from retail management to skilled drain specialist.
Company Overview
Services
- Founded: 2002 (23+ years in business)
- Location: Tucker/Scottdale, Georgia (Greater Atlanta area)
- Team: Family-operated with Michael, Stephanie, and Carl
- Annual Revenue: $500,000-$600,000 annually
- Business Model: Residential and commercial service plumbing (no new construction)
- Specialties: Emergency repairs, drain cleaning, fixture installation, light commercial work
- Growth Strategy: Word-of-mouth and referral-based marketing
- Work Philosophy: Quality service with work-life balance priority
- Debt-free operations with strong cash management
- 100% word-of-mouth and referral customer base
- No 24/7 service except for established customers
- Focus on honest pricing over upselling
- S-Corporation LLC structure for tax efficiency
Business Model
Residential and commercial service plumbing (no new construction)
Episode Summary
Michael Franklin and Stephanie Sanchez, a father-daughter ownership team of 525 Plumbing in Atlanta, Georgia are enjoying the work / life balance afforded to them by running their own business for the last 23 years. This is a family that you can just tell prioritizes what we all should - the ‘family’ part of that balance! Michael started 525 after years working with a large franchise, where he realized he didn’t want to sacrifice his values or uproot his life just to climb the corporate ladder. Getting back into a truck, and connecting with customers “the right way”, to Michael, was much more authentic and fulfilling. In this enjoyable episode of SWIVL SESSIONS, you’ll hear a story about a father’s decision to strike out on his own, a daughter’s decision to forego psychology for plumbing, and how they both have redefined success through honesty, hard work….and trusting their roots.
On Honesty in Customer Service
"Don't lie to people. People know it in their gut when you're not telling them the truth. They may go with it, but they're not going to call you again because they just didn't feel comfortable with you."
On Starting a Service Business
"Just do it. Just go into it, but be honest. Don't try to make work the system."
On Pricing Your Expertise
"Remember that the money is not just for the time you're using, but for the skill you've acquired."
On Work-Life Balance in Field Services
"We could sell a lot more if we pushed it. It's just nice to have a personal life, too, especially with a daughter."
On Ethical Sales in Trades
"It took me three months to decide if I could work on commission and still be honest and make enough money."
Starting Your Business Right
- Save for taxes: Set aside 40% of earnings for tax obligations
- Start lean: Don't buy expensive equipment you'll have to finance through overcharging
- Build on honesty: Integrity creates lasting customer relationships
- Plan for 6 months: Have enough savings to cover living expenses during startup
Building Customer Relationships
- Word-of-mouth focus: Quality work creates natural referral networks
- Don't oversell: Provide options rather than pushing unnecessary services
- Be transparent: Admit when you don't know something and get help
- Price for skill: Charge for expertise, not just time spent
Family Business Dynamics
- Leverage strengths: Use family members' different skills effectively
- Maintain work-life balance: Don't sacrifice family time for excessive growth
- Plan succession: Develop clear transition strategies for next generation
- Communicate constantly: Family businesses require excellent internal communication
Industry-Specific Insights
- Service vs construction: Service plumbing is more stable and profitable
- Avoid bad customers: Focus on customers who value quality over price
- Master licensing matters: Higher licenses create competitive advantages
- Recession-resistant business: Essential services maintain demand during downturns
Growth Strategy
- Quality over quantity: Sustainable growth beats aggressive expansion
- Know your limits: Recognize when management isn't your strength
- Employee challenges: Be prepared for hiring difficulties in trades
- Technology adoption: Use simple tools effectively rather than complex systems
Work-Life Balance Priority
The family's decision to prioritize lifestyle over maximum revenue growth offers an alternative to aggressive scaling strategies.
Gender Breaking Barriers
Stephanie's journey from psychology graduate to master plumber highlights opportunities for women in traditionally male trades.
Service Industry Stability
The discussion of plumbing's recession-resistant nature provides insights into choosing stable business sectors.
Honest Sales Approach
Michael's transformation from commission-based upselling to consultative service shows how integrity drives long-term success.
Small Business Technology
Their simple but effective use of QuickBooks and Google Calendar demonstrates that complex systems aren't always necessary.
Trades Labor Shortage
The conversation about declining master plumber numbers reveals significant opportunities in skilled trades.
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