493 Idan Shpizear

[00:00:00]

Introduction to Idan Shpizear and 911Restoration

Jeffrey Feldberg: What if turning nothing but grit and faith into a national service company could teach you everything about success, culture, and values? Idon Shpizear is the founder and CEO of 911Restoration, a company that started with just a carpet cleaning machine, an old Volvo and a two bedroom apartment shared with friends.

From those humble beginnings, Idan has built a franchise that delivers disaster restoration services across the US and Canada, helping homeowners recover from fire. Water, mold and more. His growth isn't just about numbers. It's about creating a Fresh Start Culture excellence in customer experience. Loyalty among franchisees and leadership rooted in doing hard things well.

Beyond running a leading franchise brand, Idan has launched his own marketing engine, developed tools and systems to scale operations and become a mentor and speaker who understands what it means to scale with [00:01:00] integrity. He believes that your mindset, how you lead, how you serve, how you show up matters just as much as your strategy.

This is a story of reinvention, perseverance, and how someone builds not just a business, but a legacy that raises the standards for service and humanity.

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Deep Wealth Nation. Welcome to another episode of the Deep Wealth Podcast. Well, you heard it in the official introduction. We have an entrepreneur and not just any entrepreneur in the House of Deep Wealth, an entrepreneur who is all about your health. And you know us here at Deep Wealth. Our Health is our first Wealth, and I love the sweet spot that we're in, but I'm gonna put a plug in it right there. Idan, welcome to the default podcast. An absolute pleasure to have you with us. 

Idan's Journey: From Israel to the US

Jeffrey Feldberg: There's always a story behind the story. Idan, what is your story? What got you from where you were to where you are today?

Idan Shpizear: Oh, first of all, I'm excited and happy to be here with you. So thank you. Um, Wow. The story, really, my story started with hearing about United States where all dreams are possible. You know, I grew up in a small farm, the south part of Israel. Education was not really the thing for me.

Most of my time I was barefoot out in the field helping my parents. Kind of trying to build our [00:05:00] own business in agriculture. And right after I finish my service a good friend of mine approach and says, listen, let's go to United States. I heard that money grows on the trees. Everything is easy.

Every house come with a pool. As soon as we're gonna get there, we're gonna have our own car. So here we go. We didn't really speak the language. I think then I worked as a bellboy and a gardener serve about a $1,500, bought a ticket, came here with him and didn't really know anybody, didn't speak the language.

But we are up to an amazing experience. And as we landed here, we discovered, yes, wow, there is a lot of possibilities here, but we need to put a lot of work. So that's kind of how our story begin. 

Building 911Restoration: The Early Days

Idan Shpizear: And somebody was nice enough to give us a job as a carpet cleaner, right? So we put our money together.

We bought the, in the Volvo in 1978 for like $800. We got a carpet cleaning machine from the guy that was nice enough to give us an opportunity and we just cleaned carpet [00:06:00] for the first year, we rented a one bedroom apartment with 500 guys, literally sleeping on the carpet going to 99 cents store to buy our food.

Eh, but the amazing thing is because it was so uncomfortable every morning, 5:00 AM we're out in the field, out, down in the cities waiting for our first call, and when everybody finished their day at five, we had, we said, we have no rush to go back home. Anyway, it's not comfortable. So let's just wait and see if anything else comes in.

So pretty fast we became the guys that are taking any jobs that come in to the carpet cleaning, so we learned the culture really fast. We literally driving everywhere and just reading the signs and reading the newspaper and trying to work on our English and trying to understand, okay, what's going on here?

How can we keep improving and we had to make more money. I think that is somewhere is a pain and somewhere is a gift, right? That you don't have a choice. And through the carpet cleaning we learned about the water and [00:07:00] mold space. We transitioned to our own company, build our own water damage mitigation company.

Later on it's became 9 1 1 restoration. after some time working with other entrepreneurs, we franchise the company. And fast forward to today, we have about a hundred and 30 owners. We're covering about 330 territories growing into Canada. So that's kind of a 60 seconds on the business side.

And between, we did real estates and kiosk in malls. And you know how it is entrepreneurs that see success in one area and then think that you can find success in, many other areas and then you discover the imported focus and building the right team and what it means to scale a company. I still feel like I'm the beginning of my journey. I've just learned enough to hopefully do something bigger and better now. And I, overall, I love the entrepreneurship space. Building a business, building a team working with all the franchisees that we have. I feel very blessed to be in that [00:08:00] position.

Jeffrey Feldberg: What I love. About this story. It's the American dream story. You weren't born in the country. You wanted a better life for yourself. You come here really with nothing to show, for just whatever you can take with you. And you have very humble beginnings. I also love perhaps some of the naivete of coming here, oh, we'll come here, we'll have this and that.

And you quickly found out, oh, not so quick. Yes, that's possible, but it is not guaranteed. We have to work hard and we're gonna have to put the time and the effort in. And before we get to some of the incredible things that you're doing, because there's huge health implications. For better or for worse, for better.

If someone has, you and the team, help them for worse if they don't, but before we get there. For part of your entrepreneurial journey, what was it that got you through the early days? Because the success you have right now is fantastic. You've built a huge franchise and you continue to grow and prosper, but it didn't start out that way.

And from the outsider looking in, one could say the odds were against you that you [00:09:00] probably wouldn't get there, but you did. So when you look back on the journey, what stands out as something that made the difference for you?

Idan Shpizear: So now as you asking the question, I think a big thing is we're being very disciplined. We go back to the days that we start making some money and I'm saying even going to 5,000 a month or 7,000 a month we were always very disciplined on making sure that we are saving money. That was very important to us.

So we didn't increase the cost of our living. Even as we started to make more money and the reason it came up, we were part of there was about 10 other guys that did well in the carpet leaning and other businesses, and pretty fast we saw everybody just getting out there and spending money and buying more expensive cars and on.

And we were, nope, we are going to keep investing in our business. We just, every extra dollar, we bought more equipment. We were always thinking about, okay, can we create enough budget so we can use it for marketing? So discipline [00:10:00] of, if we decide that we wake up at 6:00 AM every day to be out there in, in LA in the city for the opportunity to generate more work.

That was something that we kept every day you wake up at five, you're gonna be there at six. Every time that we make X amount of money, a certain percentage go into saving. So that's really the very practical things that come into play that I think made the big difference because when we had an opportunity, now we had 10, 15, $20,000 in savings.

So we can buy more equipment, we can spend money on marketing, or even spend money on doing courses to keep improving ourself. But really underneath all of it it was at one point I start recognizing the limitation that I adopted. Because I start seeing other people and their success and I start.

I read maybe one book from the age of, baby to 20 years old. But after I moved here and I started studying the business world and start seeing it from a new perspective, I started reading [00:11:00] a lot more books and I start recognizing there's so many patterns and limitation that I'm not even aware of that playing such a big part in my life. I, at one point I realized that this needs to be my biggest focus. It's really recognizing the ceiling, recognizing the patterns, recognizing how I'm reacting to different situation, and then being giving myself enough space to look at it, look at them, and try to understand where did I adopt them and start looking.

And there's some painful point when you start looking at your family and your environment and what you inherit. Not even aware of it, but how it plays in my life now that I'm 23, 24, 28 and it's still playing in my life. So it, once I realized that, that become my biggest focus.

Jeffrey Feldberg: Got it. Okay. So I'm hearing discipline, and for every dollar we make, we're not gonna go spend it because we can. We're gonna reinvest it back in the business. And so there's some [00:12:00] self-sacrifice that's going on there, having some patience. And what I love about the story, Iran, as we record this, there's lots of headlines and we're not all about the headlines here at Deep Wealth and the Deep Wealth Podcast.

That's how there's lots of headlines of immigrants, but they're the negative story about people coming to the country and taking advantage of the system. This is a great example of someone who came to the country to leverage the system that's there to give back to society, give back to America. And let me ask you this.

I'm an immigrant myself. My family are immigrants. I grew up in that kind of environment. Did the, I'll call it the immigrant mentality, did that give you an edge do you think, as you started here versus someone who perhaps was born here or didn't have that? And if it did, how so?

Idan Shpizear: a thousand percent. And I remember, I think a year after I moved there, I'm sitting with a group of friends. There was about 10 people there, and 80% of the people that were around were people that grew up here in America. And they're sitting there and they're complaining. About how much thing cost and how hard it is [00:13:00] to work with the bank and how it's hard to get a loan.

And I'm sitting there and I'm like, this is insane. And I'm telling you the guys, you guys don't understand because you guys are grew up here. You are not seeing the opportunities, everything that you are saying and complaining about. I think that this is the biggest opportunity ever. The idea that you can come here.

This was a shock to buy a car in Israel. It's cost a lot. You need a lot of money to put as a down payment. It's not an easy thing in Israel. To buy a car is like buying a house is kind of like a dream for the future. When we landed here and we drove around and we seeing a dealership that's saying $500 and you walk out with a car today, I was like, seriously, this is how it works here. And I can put, I can have three, 4,000 in the bank account. Then the bank will give me kind of a credit card against how much money I have in the bank. And after six months it become a credit card. The system you're really supporting building a business even to start a business [00:14:00] in Israel.

It can be a process of, six months to a year here I can. Do it online. Before, when I came, it wasn't online, but a few days. And I have a business, so all the people that grew up here saw a lot of the things as limitation and pain and it's very hard to do something here. And for me, that was the biggest opportunity.

And I thought, in my head I'm like, how you guys are not taking advantage and leveraging and supporting and using the system that the country is giving you. So I think it makes a massive difference.

Jeffrey Feldberg: It is absolutely fascinating to hear that perspective Again, we just take things for granted oftentimes when we're here and you come here with a fresh set of eyes. And so let me ask you this in terms of what you're doing. You started with carpet cleaning. This is the hardcore stuff that you're doing.

You're going door to door, you have nothing. You're not speaking the language. It's not your first language. You're making your way there. But now before you got into now 9 1 1 restoration and you're doing disaster cleanups, both on the home front side, the [00:15:00] residential side, the commercial side, you could have chosen anything.

So when you said, okay, no more carpet cleaning for me, I'm gonna build a business here and I'm gonna take it national at one point, what was it about restoration that attracted you to that?

The Transition to Restoration Services

Idan Shpizear: So we get a call eight months in to a flooded house, and the only thing that we knew is carpet cleaning. So I said, okay, the house is flooded. I can use my carpet cleaning machine just to extract the water. And we went out there, there was three, four rooms extracted water, which charge $600. Like wow, okay.

We just made a lot of money. We even celebrate that night eating Chinese food. But as I'm standing there with the home water, we almost done with the extraction. Another company came in and they brought in blowers and humidifiers and the pulling the carpet and cutting the walls. Now I didn't know anything about, I thought we just extract the water and let the carpet dry out over a few days, and that's it. Later on, I discovered that this company charge $15,000. So now very grateful for my 600, but I [00:16:00] wanna piece the 15,000, right? And the second thing that I notice is the company did not really care about the homeowner. I'm standing there with the homeowner, he's going through this emotional disaster.

How I'm gonna pay for it, what's gonna, you know, it's, very overwhelming to see your biggest assets, your family, your home, your house, go through such a destruction. So I looked at it more from. He's going through an emotional disaster, not only the physical distraction. So that was my first experience.

About a month after we got a second call, exactly the same thing. And then there was about four or five calls that came in and I'm start seeing the same experience. And I said, you know what? Okay, I wanna go into this restoration business, but I want to approach it from a different way. 

The Importance of Customer Experience

Idan Shpizear: I want to pay attention to the homeowner first. So before I come in and I'm gonna take care of all the mess in the house, I wanna work with the person in front of me and see how can I help him see the positive while he's going through this negative thing, right? That's why we call ourself today, the Fresh Start Company. So I saw [00:17:00] an opportunity on the customer experience side while I recognized the opportunity on the business side.

It's very lucrative. It's a great business, recession-proof business. The storm disaster things happen all the time, right? Mold, fire, water, content, and other things that we do. So, I saw the business opportunity, but my biggest focus in the beginning was the customer experience. That's really what got my attention.

I said, wow, if I'm gonna go into this business. But have that approach, like really paying attention to how people feel, really create an experience around, you're a mom, you wake up six o'clock in the morning, you need to feed your kids, you need to take them to school.

There's things that you need to do, but you walk downstairs and everything is flooded. One company can come in and just create a big mess, pull everything out, and that's it. Another company can come in and try to work a plan with the mom that, okay, where do you want to feed your kids? How can we make it?

How can we help you go through what you need to go through [00:18:00] and helping you see the positive and the negative while we're gonna take care of everything else. And work with your insurance companies and, and do a lot of things that we know that can be very overwhelming. You know, Because we are in a business that people hoping that they're never gonna need us, right?

We even have today commercials that we saying we hope we never get to work together because if we know it's not a good day for you.

Jeffrey Feldberg: And deep Old Nation. I hope you're paying attention and listening to what I Don is sharing with us, because let's face it, I don, you came into an industry, it's been around for decades, and one could say, Hey, you're just an upstart. You have no idea what you're doing. Just leave it to the big companies.

They're already established. But you found a weakness in the area, and I love with how you approach it. It's, Hey, how would my client feel? Because they're just being ignored. They're just a paycheck for this company coming in. They're doing the cleaning, but they're ignoring the emotional side of this. And you said, let's create a company.

It's all about the emotional side first. And then we will do the remediation and we'll fix everything up. It's [00:19:00] almost as though if a family member of mine had this flood and I wasn't physically there. I was in a different part of the country and I couldn't be there. It's like I'm sending you another family member over to help that family member get through this.

It would gimme some peace of mind, and I love that. And as you're talking about this, I'm thinking of our nine-step roadmap and in step two X-Factors with what you're doing, that care and concern for your client. That's an X-Factor and it goes into the company culture. Now, I know some of you in De Both Nation, you're the numbers type and you're saying, Hey Jeffrey, if it doesn't show up in a complicated formula in a spreadsheet, it just doesn't exist.

If it doesn't happen on the profit and loss saving, it's not out there. But that's what I love about culture. It makes your company very difficult. To compete with because as a competitor, all the money in the world, I can't copy your culture and that care and that concern that you've put into with you and now the entire team of what's there.

So you found the gap, and I love how you just jumped on it. You took your ignorance, your [00:20:00] naivete. Geez, we charged 600. We could have got 15,000. Okay? I'm not gonna be mad about this. I'm just grateful for the opportunity. Thank you for the $600. Now let's start a business where we can start charging $15,000 or more, but with a difference.

And so when you went out there and you had this care, this concern, let's call it kindness, which is what it is, what was the market response like?

Idan Shpizear: That's great. We got recommendation. We, took that approach when I went to meet with insurance adjuster, when I went to meet with somebody that manage a property, I. Said, I'm not going to pitch my company my goal, the same way that I'm looking at the homeowner. My goal is to add value to the person in front of me.

instead of pitching, I ask questions, what is your goal? What are you working on? What are you striving to achieve? And my only thing that I have in my mind is, how can I help that person in front of me achieve more is in his life? So now I'm not selling, I'm building relationships. Now I'm connecting with people on a different level and [00:21:00] it just grew really fast.

I had the conviction of saying, with our approach as the Fresh Start company I know that if somebody comes and work with me, he's gonna have a great experience period

now my thing is how can I get as many people as possible to experience what we provide? And that brought a level of conviction, I don't really need to sell so much because I know just one opportunity. We build good relationship. I know I'm gonna be your guy.

Jeffrey Feldberg: Love that. And so you're now building this, you're getting out there. Why don't we put a pause for just a moment and we'll talk more about the entrepreneurial journey. 

Health Implications of Mold and Water Damage

Jeffrey Feldberg: But for Deep Nation who. They're very fortunate. They've never been through mold or a flood that leads to mold. Let's talk about the health issues because we've had doctors on here, Idan.

We've had biohackers on here. We've had scientists on the Deep podcast, and they all tell us what we can do. But I also know I can do all the right things. So in other words, I can do the right exercises, I can have the right kinds of foods that I'm eating. I [00:22:00] can do the right kinds of. Nature, outdoors and walking and everything else.

But if I have mold in my home, if I have other kinds of issues that I'm not aware of, it's all for Naugh. It's going to affect my sleep, my health, and other kinds of things. And I may never even know why I'm perhaps getting this weight or feeling sick all the time, or having cold or not having energy or brain fog.

So talk to us, what happens when you're coming in, when you're the disaster cleanup specialist? What's going on behind the scenes? If a flood happens and I do nothing about it.

Idan Shpizear: if you're not treating it fast enough, there's gonna be mold growth. Now there's mold everywhere, but there is a certain type of mold that's really hurt our health. Create inflammation. There's a different sickness. People react to it in a different way. Yeah, so it's super, and we take it very seriously.

You know what's funny is I grew up in a farm in Israel. We never really paid too much attention to mold or anything, it wasn't a big deal. You live in the farm, everything. I pick up a tomato, there's some mold on it. I just, I cut. This part often I just eat the second part.

That's [00:23:00] really it. So what was interesting once we got into the mold, water and fire damage business, I flew for a three day convention in Vegas and I learned what mold or if the environment is not clean and healthy, how it's impacting your health. I came back after three days and I was in shock.

There is many kids out there, many adults out there that are different antibiotics they're taking different medicines. They have allergy that they suffer. I have good friends that suffer through the same thing and they keep going to doctors. And the only thing that the doctors do, they keep writing more and more prescription of what is it that they need to take when really it's just cleaning your environment.

Just making sure that the air that you breathe, where you sleep, where you spend most of your time is clean. So the impact can be massive to different people. I met people that are having this special piece of equipment, it's called like a small ozone machine that keep cleaning the [00:24:00] air breeding because they lived in their room, in their house that was affected by mold for so many years.

A friend of mine that's suffering from allergists for many years keep going back to the doctors and they're not even asking him, how's your environment? Did you do air test or did you check the quality of air? Nothing. We went back to his house and his carpet and some of the areas of his house that need to be completely gutted and cleaned.

And once he went through that process, six months after, a lot of the allergies, a lot of the things just disappeared.

Jeffrey Feldberg: it is just incredible because it's sad to say based on what you're sharing with us, the hard part isn't, whether it be a fire or a flood or a sewer backup, that's not the hard part. The hard part is the aftermath of it, of getting it all cleaned up and making sure that we're in a healthy space because whether it's mold, whether.

There was a, heaven forbid, a fire, whether the sewer backed up. It's gotta be cleaned up, but not just cleaned up in any way in a very special way. And I know you're a [00:25:00] specialist in all of that. So from fire damage to mold to a sewer backup to a flood. What are some of the common, we'll call them health concerns that can come out of this that we may not even be aware of?

We don't even think about this because we're so concerned of, let me just get my home or my office back up and running so I can get back in there or live there or work outta there. And we don't really think about the health ramifications.

Idan Shpizear: Yeah. Just happened. Another friend is a real estate agent. His house got flooded. He's very handy. He decided to do everything on his own uh, tree, the water damage. There's a few leaks from the ceiling. Thought that he took care of everything. He even rented some blowers in the humidifiers.

Six months after is calling me and says like, I don't know what happening with me. I'm feeling very tired all the time. My stomach is off. My wife do a five minutes workout and she gets really sore. It's very off. Suddenly she have lower back pains. The both feeling every night that they're like super tired, not something that they used to.

So he tells me everything and then [00:26:00] we keep the conversation going. I thought it's something else because I didn't know that his house got flooded in the past. And then I'm asking them, did something change in your house, in your environment? Oh, I don, now that you're asking about a year ago or six months ago, my house got flooded, but I took care of everything myself.

I told him, listen, okay, I think this is the issue. I'm gonna send you a friend of mine that he's doing the air testing. For you. don't try to save money because it's your health and it's your wife and it's your kids. This is not something that we're playing with.

Did the air test? Everything came back with such high level of mold. So now he tried to save money the first time. Now we need to to get out of his house, rent another house for one month, need to do a full remediation. Get rid of a lot of the fabrics and other things that, that observed the mold. So it became a massive process.

But that's really can be simple thing as I'm feeling extra tired, I feel like I'm not clear in my head. I'm, I'm doing my, all the usual routine that I do to get [00:27:00] myself all focused and I'm taking my, vitamins and minerals and everything that I need to take, but I'm still, something is just off.

And that will be the first signal of, okay. Let's air test, let's see if something happened in the area that we're in. Yeah, but it can be simple as I'm just extra tired. It's hard for me to focus and I don't understand why I'm doing everything else right.

Jeffrey Feldberg: And so a few takeaways here and know as entrepreneurs, we have the mindset, well, I can do it myself. 

The Importance of Specialists

Jeffrey Feldberg: I'll save some money. But it's like saying, I'm just gonna file my taxes on my own. Who needs accountants? And we just fill out the paperwork and we miss things, or we fill it in the wrong way. And now there's back taxes, or we're paying more taxes than we should because we didn't know what to do.

So Deep Health Nation, take note. Heaven forbid if there's a backup on the sewer line or a fire or a flood. Don't try and save a few dollars and do it yourself. Call in a specialist. 

The Birth of a Franchise Idea

Jeffrey Feldberg: And speaking of that, Edon, it got to the point I would imagine where you're saying, okay, I've got a booming business here, but I'm only one person.

I can only do so much in this particular geographic area. [00:28:00] When did the idea of franchising come in and what did it look like at the time? Because here you are started from nothing. You have a wonderful business now, and now you're ready to take it to the next level. And it was franchising. Talk to us about that.

Idan Shpizear: Yeah. 

Experiencing Hurricane Katrina

Idan Shpizear: So Katrina happened at the end of 2005 uh, at that point, nice sized business, right? A lot of trucks and tons of equipment and everything. So we decided that we're gonna get out there. We want to have the experience and how it is to work in a large loss type of environment. So we went out there it was devastated to see what happened.

It's just crazy. People literally lost everything, houses washed off completely. So many people lost their life as well. 

Learning from Other Restoration 

Idan Shpizear: But what was interesting is there was so much business and there was many other restoration companies and contractor that came from different states. And after this, I mean, busy all day.

With so much work, we're not really competing with each other. We are really trying to get to as many clients as we can. And at the nighttime there was an area where we park all the RVs and we [00:29:00] just got connected with other restoration companies. And what I learned is that many of the restoration companies been in the business for, 15, 20 years.

And they're averaging around, five, six, $700,000 in sale. Of course, there is a bigger companies that are doing tens of millions of dollars, but these are smaller companies. And I'm like, okay, what's going on here? I'm brand new in this country. I'm doing now three, four, $5 million and keep growing my company and why these guys are stuck at five, six, 700,000.

And as I spend more time with them, I notice that great guys, but they're really. So locked on the trade part of the business. They will sit there and talk to me about blowers and dehumidifiers and how to set up the van and how to do exact it. In my mind it's like, okay, it's interesting and important, but that should be 10 minutes of the conversation.

Now let's talk about growth and scalability and sales and strategy and the impacts and on and on. And then I asked a few of the guys tell me what if. When you go back to your state, when we done here new [00:30:00] Orleans, we are gonna create some of collaboration. I'm gonna help you take your business to $1.5 to $2 million.

You're now at six, 700,000. Are you open to do something like that? Of course, he done. This is my dream. I'm just, I got stuck in this number for so many years. 

Starting the Licensing AgreementsStarting the Licensing Agreements

Idan Shpizear: Anyway, so I spoke with a few guys a few months after, everybody's back to their states, and then I start doing this license agreement. I says, you know what?

Okay, I'm gonna train you. We're gonna talk once a week. That's what we're gonna do. I'm gonna help you with lead generation. I'm gonna help you like what is the strategy? Let me also work with you a little bit so I get you out of the day to day of the business. So really supporting them. My only thought was, can I do one plus one equal five?

Can we take this idea of fresh start and make it bigger? not really knowing anything or thinking about franchise. I just was easy for me with the license agreement. So I did it with one guy, grew his business, second guy, third guy, fourth guy. At one point I had about 10 people that I worked with.

Transitioning to a Franchise

Idan Shpizear: The lawyer that wrote the the license agreement for me, tell me like, Idan, listen, you are [00:31:00] becoming a franchise. You cannot keep doing this license agreement at this point. They're using your name, they're using your color, they're using your system. You are a franchise. I'm like, okay. I know the concept of a franchise, but how franchise works.

So then I dove into the, franchise agreement and FDD and how do we go about it, and now taking the system to the next level. So that's really how it happened. I didn't sit there before and says, you know what, how can I build this big franchise? My thought was, can I do one plus one equal five?

Can I help them generate leads? Can we take this idea of fresh start and grow it? I know it's great guys. I know that they will do amazing work. I think that I can help them with a mindset. I can help them with lead generation. Yeah, so that's really how we became a franchise.

Jeffrey Feldberg: In Deport Nation as you're listening to Iain's story, are you seeing the theme that's coming out here? He's not making it big and complicated and having these grandiose things. It's, Hey, I just charged $600. This other company came in for [00:32:00] $15,000 and they didn't care about the customer. I wanna care about the customer.

I wanna do as good or better a job, and then all these other people that are doing what I'm doing, but they're not my competition. They're in different parts of the country. How can I help them? How can I get them from where they are to double, triple, quadruple, maybe five x their revenue. And so you're taking it head on.

There's that saying that dreamers dream doers do. And yes, you had dreams, but you were out there, you were doing, and you weren't getting bogged down by all the complexities. You didn't say, okay, let me think about this, or let me get all the legal agreements done first. And of course, legal agreements are important, but you proved it, you got it working.

You were changing people's lives on the customer front, you were helping the customers. With your competitors, actually, they became your future customers. You are helping them get over hurdles that they only dreamed of overcoming. And then as you came to those other barriers or challenges, you figured it out.

You sat down, you got the right help, and you overcame that. And it's such a wonderful example of how's entrepreneurs. Let's just solve the problems around [00:33:00] us. See where it takes us. And then there's always tomorrow we can always worry about tomorrow. Let's just focus on today and do the best that we can with today with what we have now in that journey.

Mindset and Overcoming Setbacks

Jeffrey Feldberg: I'm sure Edan, that it wasn't a straight line from starting here to success. It's just a straight line. There's zigs, there's zags. You're having some challenges, you're having some setbacks. If you look back to your biggest setback, whatever that was there ever a moment where you're wondering. I don't know if I can do this or is it really worth it?

Should I even be doing this? Or, I really made a big mistake on this. How did you overcome that? What was the mental mindset that was going on if that should have happened?

Idan Shpizear: I always, when I meet with franchisees and go through kind of sharing the story, I tell 'em, listen, I can tell you the success story in 60 seconds, but to tell you all the failure that we went through and the pain, I probably need a month here. Yeah. Oh, we, there's a lot of, part of the attitude of let's just jump into it and give it a try.

There is a lot of. Of [00:34:00] correction that you need to do as you going through that process. I have moments 2008, when real estate crash at that point. We grew the company we had a number of franchisees. I was in real estate as well. I was in doing another project on something else, and done At one point, it felt like everything is coming down crashing. I remember that day things just like bad, not working. Then I get my last phone call about a property and something happened and I'm exiting the one-on-one, and I'm like, what? I just wanted honestly to go find a rock and just hide underneath.

Seriously. That's how I felt at that moment. I gave myself enough time to okay let's process these emotions. Because it really felt the end of the world. And as a family, I grew up also, my parents went through very deep as a family. We went through some okay. Success and then brushed and I'm, I feel like, wow.

I'm just it's painful. I know how it [00:35:00] feels. I experience it, a lot of things are coming up. And memories and it's like it's, it is a painful situation, but then there is a moment of, what can I learn? What can I do and how I'm going to find ways to go back in and just really turn everything around right?

It is just like a moment that once you give yourself enough, but. I think for me, what I learned over the years is when you go through something like that I'm not ignoring it, not drowning in it. Learn from it. And if you need some time to cry, just give yourself the time to cry and yes, get all this emotion flowing through your system so you're not, stuck with it.

But then at one point I had this attitude of like, okay I see like there's a lot of learning from it. But now what can I do? I know there is no option of, okay, there's no giving up. It's never an option giving up. It's just, okay, what's the new perspective I can [00:36:00] adopt? How can I look at it in a different way?

Who is the people that I want to go and talk to right now that can help me shine light on what's going on? Not the people that will drown with me in the sorrow, right? So that was really my process here. It's always like, okay. It's hard. That's what we didn't see. That's what we saw. That's what I learned from it.

Give myself enough space. Okay, how can I go back at it now with a new perspective over time? I understand that the level of energy that we carry made a huge impact on how we approach things and how we do things, right? So I always learn. Over time, not always. I learn over time how to make sure that when I wanna make a change or look at something, a different perspective, I need to really elevate my energy, right?

So it's something that I became very aware of. There's a very different way of looking at life when your energy is low, and it's very different when your energy is.

Jeffrey Feldberg: It is interesting because as we record this Idan, you have [00:37:00] 105 locations and growing. You're in North America, started from cleaning carpets. You had nothing to starting your first location, which was you, and now you're out there and what you're sharing is. You transform the impossible into I'm possible.

That's the entrepreneurial anthem. But you're also saying, and we don't hear this a lot in Deep Nation, I hope you're listening, you're saying, to get to the next level, it's my mindset. I have to have the right kind of mindset, the high energy mindset, not a low energy mindset. If I'm gonna be able to go from where I am to where I want to be, and that's absolute not gold.

But platinum in terms of insights because it's not, I got this formula or I got this spreadsheet, or I have these accountants, it's, Hey, it's all about the mindset. It's all about how I'm looking at these problems or really opportunities and I've gotta have the right mindset. I better show up with the right energy level at this to be able to figure this out and solve.

It won't be perfect, but I'll figure it out as I go along and what a difference that makes. Particularly from where you started, you knew [00:38:00] nothing. You had nothing. To where you are today. Let me ask you this before we're going into wrap up mode as we look back at your journey. I have two questions. So the first question is, in terms of your success, magnificent success, congratulations on what you've been able to achieve.

And you may have just shared some of your secret sauce of, hey, bring the high energy there. Always look to improve, never give up. Is there a strategy that you can share with Deep Wealth nation of something that made all the difference for you?

The Power of Awareness and Energy

Idan Shpizear: So I honestly, I think the biggest difference in my life is my ability to develop a deep awareness. And when I'm saying awareness is recognize that we are lost in a stream of thoughts, a human being. Think about 60 to 80,000 thoughts every day. 95, if not 97% percent of our thoughts are the thoughts of the past.

Keep repeating every day if you are not aware of it, and that's why it's [00:39:00] very hard to make changes You need high level of energy, you need awareness. You're just going to be lost in your own stream of thoughts, and you're just going to do everything again and again, and you're gonna try to optimize a little bit here and there, and you're just going to keep pulling you backwards.

So that level of awareness and really it's, sometime I tend to oversimplify things because that's what really get people and myself to take action is just this moment of grounding and as often as you can during the day to recognize, okay, I'm here. That's what's going on. That's my sensation.

That's how I feel. That's my reaction to the conversation. You bring more awareness to it instead of just being lost into it. Because if you're not aware of it, you're just gonna get back lost into it. And that's why a lot of people, oh, I'm gonna lose 50 pounds. wanna go from making 10,000 to a hundred thousand.

and then three months after, they're finding themselves exactly the same [00:40:00] place because there's a lack of awareness. There is the level of high energy that we need some time to breakthrough our limitation. But it's much easier if you bring enough awareness because sometime just being aware of the limitation will release the limitation.

But if you are not aware of the limitation is like having something that weigh a hundred pounds ties me to the floor and I'm not seeing it, but I'm keep trying to go higher and higher. So I'm saying all time sometime instead of fighting it, just be aware, see that something is holding you. Just bring light, bring attention to it.

It'll get, most of the time, it'll gonna get dissolved by itself just because you bring enough attention to it. And now mixing the high level of energy and clarity of what is it that you want. Where is it that you want to go? Now, the last part that I want to add in, and that's something that it took me a long time to learn.

Each one of us have a unique abilities. We have a certain skills that come [00:41:00] somewhere naturally for us, right? Some people have great verbal abilities. Some people are just outside of the book. thinkers. Some people are just great in operation. They just see structure all the time. Once you identify what is kind of your unique skills, unique ability, and you develop them, now you operate on a different level and you're building momentum mix awareness to it, to recognize limitation and bringing more high energy into your life.

Now you really driving your life. This is the thing that makes the biggest difference for me. And then there's all the business technical. Of course, you need to build a business discipline, build a team and everything else. But I'm sure many people talk about it the podcast, but that's really the biggest thing.

And when I work with entrepreneur or my, our franchisees, the biggest thing that I'm trying to see, are you operating on your unique abilities? On your unique skills? Like I have so many examples of people spending years in the office doing admin work when [00:42:00] their highest skills is building relationship with people.

The moment that I got them out of the office. Into the field building relationship. Their business double, if not triple, within the first 12 months.

Jeffrey Feldberg: It's amazing and what you're sharing not to confuse simple with simplicity is not complicated. It's being aware or what some people say, just be in the present moment. And you're right. How many of us are thinking, I really messed up yesterday or tomorrow? Oh my goodness, I'm so focused on tomorrow. And what if this happens?

What if that happens? And it's not even here yet, you're saying, Hey, just stop all that. All we've got is a present moment. How am I feeling? What am I thinking? Am I doing what I should be doing? And doing a check-in throughout the day to bring us back to having our feet on the ground, focusing on what's really important.

I'm doing this activity, I hate doing this activity. Why am I doing this activity? Maybe I should fire myself and find someone else to do it. Who, even if they're 80% as good as me, that's good enough and I'll focus on what I'm really a rock star in and go out in that area. So [00:43:00] it's some terrific advice in terms of what's there.

Final Thoughts and Reflections

Jeffrey Feldberg: And before we go into Rappa mode, one other question for you. Is there a question that we haven't covered or a message or a theme that you'd like to share with the Deep Wealth Nation?

Idan Shpizear: I'm start seeing the big difference between optimizing the business mean that I want to grow by 20% compared to what will happen if I want to triple or quadruple my business in the next three years.

We even, you know, there's the big 10 X that is everybody's talking about,

And I'm seeing that it makes big different in the way we think about scaling our business. I and I've been diving much deeper into it in the past month now or two months and I'm seeing challenging the way our, the way we think.

Can make a big difference on how we are operating today, right? And what I'm seeing is and hopefully can relate to other people that many times when we build the business [00:44:00] we're trying to optimize so many different things. But when you really think about it, many things should not be optimized.

Many things you should not really be. Doing anymore and really identify the one or two or three things in the business that's really going to get us to where is it that we want to get.

Jeffrey Feldberg: Terrific insight, and we talk a lot about that in our 90 day Deep Wealth Mastery program where we often say, as entrepreneurs, we have all the answers. We don't have the right questions to ask. And Yan, you're asking the right question. You're right. If I'm gonna spend a hundred hours in the year focusing on how I can get 20% better, why do that when I can spend those a hundred hours, invest those a hundred hours, how do I 10 X this?

And if I'm a little bit less efficient in this area here, that's okay because I'm 10 X-ing the business. So 20%, which is a rounding error. 10 x. That's really where I wanna be, and we're all about that with our growth and creating a vibrant business and losing the golden handcuffs along [00:45:00] the way. My goodness, that's not just an episode.

We can have a series on that and all these different episodes on that. It's some terrific insights, and it's actually a great segue as we begin to wrap things up here. It's our tradition idan here on the Deep Wealth Podcast where I have the privilege, the honor of every guest I ask the same question. Let me set this up for you.

It's a really fun question. When you think of the movie Back to the Future, you have that magical DeLorean car that will take you to any point in time. So imagine now is tomorrow morning. This is the fun part. You look outside your window. Not only is the DeLorean car curbside, the door is open and it's waiting for you to hop on in what you do.

You're now going to any point in your life, idan, as a young child, a teenager, whatever point in time it would be, what would you tell your younger self in terms of life lessons or life wisdom, or, Hey Idan, do this, but don't do that. What would it sound like?

Idan Shpizear: Oh wow. I really, if I go back to younger age it's really trusting what I have on my [00:46:00] heart That is the big thing. 'cause I know that many things and I guess that's process of life, right? When you just peel layers and layers. But I know that looking backward now, kind of going back to idan, 10, 11, 13, 14 years old, have this.

Insight did something on his heart and I was spending so many years hiding it, not really giving it life. I thought I even look at it as something that is happening to me and why I have this insight and why like it's, it was more of a pain than understanding that there's a certain gift that for a lot of, if we nurture my myself, that's what I feel like I've been doing for the past 20 years is just nurturing this thing that's why I think I'm able to work with other business owners and my team and really help them grow and develop and get insight into their own kind of limitation and where they can grow. So if I go back you got it just listen to it. Don't worry about the [00:47:00] outside noise. Don't worry about what everybody think.

Don't worry about where you're supposed to feed in or what makes sense or doesn't make sense. Just nurture it. You got it.

Jeffrey Feldberg: I love that. Trust yourself. Always trust yourself that you've got it. And if you go back to the story that you shared with us, that's your theme. Nothing wrong with cleaning carpets because you could have said, okay, I charged $600. Yeah, this company came in, they charged $15,000. You didn't say this, but you could have said, well, what do I know about that?

And they've been around for years and they've got all this equipment. Who am I to go and do that? But you said, wow, isn't that interesting? I can do that. I can learn how to do that and I'm gonna do it even better. I'm going to care about the homeowner in a way that no one else does, and what a difference that's made.

And then for the trust yourself, you've got it. When you're speaking to what some people would say would be your competitors, you've figured out a way to make them your clients, your future franchisees. Of guys, you're over here, but I can five x your business. Why don't we work together? Let's figure this out because you trusted yourself and it's a great [00:48:00] takeaway for Deep Wealth Nation.

I really hope you're taking that away from today's episode. Trust yourself always. You've got it. Don't be intimidated. Just because you haven't done it before doesn't mean that you can't, and Don is a wonderful example. Of what it's like to be curious, to be hungry, to wanna make a change to care about other people, knowing, hey, if I help enough other people get what they want, eventually I'll get what I want and not the other way around.

And Yon for someone in the Deep Both Nation, maybe they wanna become a franchisee of yours, or maybe they want you to come in, or one of your team members to come in and help out with one of their situations, or even have an entrepreneurial question for you. Where would be the best place online to reach you?

Idan Shpizear: I'm more active on uh, LinkedIn. So it's Idan Shpizear, I-D-A-N-S-H-P-I-Z-E-A-R. I know it's very hard to use my name. for the franchise is 9 1 1 restoration franchise.com.

Jeffrey Feldberg: It doesn't get any easier. Deep Wealth Nation. It's all in the show notes. It's a point and click Edan. [00:49:00] Congratulations. It's official. This is a wrap, and as we love to say here at Deep Wealth, may you continue to thrive and prosper while you remain healthy and safe. The. You so much.

Idan Shpizear: Thank you. That was great. Thank you. 

Conclusion and Call to Action

Jeffrey Feldberg: So there you have it, Deep Wealth Nation. What did you think? 

So with all that said and as we wrap it up, I have another question for you.

Actually, it's more of a personal favor. 

Did you find this episode helpful? 

Have you found other episodes of the Deep Wealth Podcast empowering and a game changer for your journey? 

And if you said yes, and I really hope you did, I have a small but really meaningful way that you can actually help us out and keep these episodes coming to you.

Are you ready for it? 

The dramatic pause. I'll just wait a moment. Drumroll, please. Subscribe. Please subscribe to the Deep Wealth podcast on your favorite podcast channel. When you subscribe to the Deep Wealth Podcast, you're saving yourself time. Every episode automatically comes to you, and I want you to know that we meticulously craft Every one of our episodes to have impactful strategies, stories, expert insights that are designed to help you grow your profits, increase the value of your [00:50:00] business, and yes, even optimize your post exit life and your life right now, whatever you want that to look like.

And every time you subscribe and a fellow entrepreneur subscribe, it's a testament to how together, Yes, we are. We are changing the social fabric of society. One business owner at a time, one liquidity event at a time. So don't let the momentum stop here. Subscribe now on your favorite podcast channel.

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The Deep Wealth Podcast, it's your reliable source for the next big idea that could literally revolutionize your business. So once again, please hit that subscribe button, stay connected, inspired, and ahead of the curve. And again, your next big breakthrough moment, it might just be one episode away. Maybe it was even this episode.

So all that said. Thank you so much for listening. And remember your wealth isn't just about the [00:51:00] money in the bank. It's about the depth of your journey and the impact that you're creating. So let's continue this journey together. And from the bottom of my heart, thank you so much for listening to this episode.

And as we love to say here at Deep Wealth, may you continue to thrive and prosper while you remain healthy and safe. 

Thank you so much. 

God bless.