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.
Success Through Personal Loss: Overcoming Grief Inspires Family to Build Million Dollar Company
In this very heartfelt episode of SWIVL SESSIONS, we sit down with Jeff and Francesca Conklin, the husband-and-wife team behind Reflections Window and Gutter Cleaning in Portland, Oregon. Unlike many of our past episodes focused on business strategy, this one draws its inspiration from a deeply personal and family-centered journey. Jeff and Francesca share how tragedy, determination, and love for their daughter fueled their leap from corporate life to entrepreneurship. With only $300, no equipment, and a rented van, they built what is now a million-dollar company rooted in purpose and, above all else, PRIDE. They open up about their biggest challenges, from hiring the right people to maintaining quality as they scale. But more than anything, this episode is about family resilience—and the courage to try even when the odds aren’t in your favor. It’s a reminder that sometimes, the best businesses begin with a bigger “why” than just making money.

About the Guest
Jeff and Francesca Conklin
Owners
Jeff and Francesca Conklin are the inspiring husband-and-wife team behind Reflections Window and Gutter Cleaning, a million-dollar cleaning empire serving Portland, Oregon. Jeff brings 30+ years of window cleaning expertise starting from his Marine service and working with his brother-in-law's company, combined with 8.5 years in corporate software sales where he generated record million-dollar profits. Francesca contributes extensive administrative, office management, and sales experience from her corporate background. Their entrepreneurial journey was catalyzed by the tragic loss of their baby boy in 2011 after just three weeks of life, transforming their perspective on family priorities and leading them to build a business that allows them to be present for every milestone in their daughter Tavia's life. Starting in October 2019 with just a $300 loan from Jeff's mother for a ladder and a rented van, they've grown Reflections into a thriving operation that perfectly positioned them to capitalize on COVID-19's unexpected boost to the cleaning industry.
Company Overview
Reflections Window and Gutter Cleaning provides premium residential and commercial cleaning services throughout Portland, Oregon, built on a foundation of pride, quality, and family values.
Services
- Professional window cleaning (interior and exterior)
- Complete gutter cleaning and maintenance
- Roof moss removal and treatment
- Pressure washing services
- Seasonal maintenance programs
- 30+ years of technical expertise and craftsmanship
- Pride-based employee selection and training philosophy
- Family-first business model enabling work-life balance
- COVID-responsive service availability when competitors shut down
- Google Earth technology for accurate roof measurements and estimates
Episode Summary
In this very heartfelt episode of SWIVL SESSIONS, we sit down with Jeff and Francesca Conklin, the husband-and-wife team behind Reflections Window and Gutter Cleaning in Portland, Oregon. Unlike many of our past episodes focused on business strategy, this one draws its inspiration from a deeply personal and family-centered journey. Jeff and Francesca share how tragedy, determination, and love for their daughter fueled their leap from corporate life to entrepreneurship. With only $300, no equipment, and a rented van, they built what is now a million-dollar company rooted in purpose and, above all else, PRIDE. They open up about their biggest challenges, from hiring the right people to maintaining quality as they scale. But more than anything, this episode is about family resilience—and the courage to try even when the odds aren’t in your favor. It’s a reminder that sometimes, the best businesses begin with a bigger “why” than just making money.
On Fear and Decision Making
"I think I would have been more afraid not to try. I would rather have tried and failed than wonder. Although yes it was fear, I guess what I'm saying is I think I would have been more afraid not to try."
On Pride-Based Hiring
"What I've kind of started looking for is who cares about their own work ethic? Who cares that the job was left done well because they feel good about it? They take pride in it. So I've been looking more for that versus care about the company like we do."
On COVID's Unexpected Impact
"Everyone stared out their dirty windows and I was one of those cleaning companies that was allowed to go out initially. So it just snowballed. We grew at a rate that was unexpected for us."
On Business Foundation
"We did not have a truck when we started this business. We did not have a leaf blower and we did not have a ladder. We had nothing and my mother loaned us $300 to buy a ladder. We rented a van."
Start With What You Have
- Don't let lack of equipment or capital stop you from starting
- Borrow what you need, rent equipment, and stack jobs efficiently
- Use family support systems and personal networks for initial funding
- Build credibility through consistent quality work rather than expensive equipment
Hire for Pride and Work Ethic
- Look for employees who take personal pride in their work quality
- Focus on finding people who care about doing jobs well for their own satisfaction
- Pay above market rates to retain quality employees and reduce turnover
- Build psychological connections between employees and customers for stability
Leverage Technology for Efficiency
- Use Google Earth for accurate roof measurements and estimating
- Implement online tools to streamline bidding without site visits
- Request customer photos when additional information is needed
- Balance high-tech solutions with personal relationship building
Maintain Quality During Growth
- Resist pressure to grow too fast at the expense of service quality
- Train employees thoroughly to maintain consistent service standards
- Stay involved in operations to ensure brand reputation protection
- Plan leadership succession carefully to maintain customer relationships
Answer Your Phone Consistently
- Be available when competitors are not - especially during crises
- Consistent availability creates massive competitive advantages
- Use accessibility as a key differentiator in service-based businesses
- Build systems that support 24/7 responsiveness when needed
Tragedy as Entrepreneurial Catalyst
The Conklins' story illustrates how personal loss can provide perspective and motivation for entrepreneurial risk-taking, transforming tragedy into purpose-driven business building focused on family priorities.
Pride-Based Business Philosophy
Their approach to hiring employees based on personal work ethic and pride rather than company loyalty demonstrates innovative human resources thinking that creates sustainable competitive advantages.
Family-First Business Model
The episode showcases how businesses can be intentionally designed around family priorities, enabling parents to be present for important moments while building substantial financial success.
Timing and Market Opportunity
Their October 2019 launch perfectly positioned them to capitalize on COVID-19's unexpected boost to home cleaning services, demonstrating how preparation meets opportunity in entrepreneurship.
Quality-Controlled Growth Strategy
Jeff and Francesca's approach to measured expansion prioritizing service quality over rapid scaling shows sustainable business building practices that protect long-term value and reputation.
Bootstrapped Success Foundation
Starting with a $300 ladder loan and growing to $1M+ revenue demonstrates how resourcefulness, determination, and incremental growth can create substantial businesses without major capital investment.
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