Sweeping Magazine – August 2025 by National Chimney Sweep Guild

Faces of Membership

THE JOURNAL OF CHIMNEY AND VENTING

10 Faces of Membership

In this issue, you'll read the stories of eight NCSG members and how this community helped them each attain their own version of success.

Membership Renewals Are Due Sept. 30

Details on this year's SweepStakes membership campaign ($3,700+ in prizes!).

10 Overlooked Fireplace Installation Issues in New Construction

It's critical to be able to identify these oftenoverlooked issues in new construction fireplaces.

Meet the Director: Michaele Dempsey

Get to know your Region 6 Director and Membership Committee Chair.

Perspectives From the North: NCSG and WETT Sign MOU

Working with our neighbors to the north.

Knock Knock, It's OSHA

What to expect during an OSHA inspection.

Navigating AI's Impact on Local Marketing

How AI is rewriting the rules of local search and SEO.

Education Update: See Ya Later!

Bob bids farewell as he moves on from his position as NCSG Director of Education.

Becoming the Community Expert

How to become the go-to expert in your community for your products/services.

Happy Member-versary!

Celebrating the NCSG members with milestone member anniversaries this year.

Call for Speakers

Speaker proposals for the 2026 NCSG Convention in Kansas City are due August 22.

Darwin Award

Have you ever seen some interesting things on the job?

Submit a photo with your name and location to marketing@ncsg.org.

Classified Ads

Free Classified Ads for NCSG Members

National Chimney Sweep Guild (NSCG) members can run one 35-word classified ad for free each calendar year. 36+ words are $1 per word after. Additional ads are $1/word or $2/word for non-members. Classified ads are non-commissionable and must be pre-paid. To place a classified ad, email marketing@ncsg.org.

Policy ACTION CENTER

Let us know what’s going on!

Submit industry concerns to NCSG’s Policy Action Center. We post live on the website and look into how we can take action. While you’re there, you can also check out the blog for past issues we’ve addressed. Check your email and Facebook to stay up to date!

SWEEPI NG

August 2025, Volume 49 #7

Staff

Kailah Schmitz, CAE, Executive Director director@ncsg.org

Jessica Thornton, Associate Director and Certifications Coordinator jessica@ncsg.org

Bob Ferrari, Director of Education education@ncsg.org

Sydney Kaizer, Director of Marketing and Communications; Sweeping Editor marketing@ncsg.org

Brittney Burton, Membership and Events Coordinator bburton@ncsg.org

Libby Almendarez, Membership and Certifications Coordinator office@ncsg.org

DISCLAIMER

The views expressed in Sweeping do not necessarily reflect the views of the National Chimney Sweep Guild (NCSG) or its staff.

ADVERTISING

To advertise, email Malisa Minetree at sweepingads@me.com or call (317) 603-7854.

NCSG further reserves the right to reject at any time any advertising determined not to be in keeping with the publication’s standards. Acceptance of advertising by Sweeping does not necessarily constitute endorsement of products or services advertised. NCSG does not make any effort to review or substantiate claims made by advertisers.

PHOTOGRAPHY

Stock images by iStock, Adobe.

ARTICLE SUBMISSION

NCSG encourages industry partners to submit press releases and articles to the editor at marketing@ncsg.org. Submissions should contain items of interest or importance to the chimney and venting industry. Submissions should not contain direct solicitations, prices, or other forms of advertising verbiage. Submissions may contain images or artwork attached in a JPG format.

In all cases, NCSG reserves the right to edit submissions for space limitations, keep the release and publish at a later date, or refuse to publish the release for any reason. Neither publishing, nor refusing to publish the submission should be considered a statement of NCSG’s opinion regarding the release.

LETTER FROM THE PRESIDENT

HHappy summer to all and greetings, especially to our Canadian chimney sweeps and extended chimney sweep family!

Each year, we choose one issue of Sweeping magazine to mail to our list of prospective members, because the National Chimney Sweep Guild (NCSG) benefits all sweeps—not just our members— with our ongoing commitment to our mission to promote safety, education, business development, and advocacy for the chimney and venting industry.

This month, we focus on community and what it means to be a member of the NCSG.

In the first part of this magazine, we'll share the details of this year's SweepStakes membership renewal campaign. We are giving away over $3,700 in prizes to those who renew their memberships or join the NCSG in the month of August! Remember that membership renewals are due September 30 to ensure uninterrupted access to your member benefits.

Starting on page 10, we are also highlighting some of the faces of our membership. Please take a few minutes to read their stories and find out why they continue to renew their membership with the NCSG year after year.

As someone who has been a part of this trade for over 30 years, the NCSG and its gatherings have changed many ways we operate our business (Wissahickon Valley Sweep) as well as approach training and certification, introduce new products and tools, and save for retirement.

The annual NCSG convention rotates to a different region each year. If you can, please consider attending the 2026 NCSG Convention & Trade Show on February 24-28 in Kansas City, MO.

In June, I attended the Wood Energy Technology Transfer (WETT) conference in British Columbia, Canada (more about this trip on page 26). There, I met a sweep on their board of directors, Ryan, who told me that the NCSG convention has been a game changer for him and his business in Canada. Look out for a video from Ryan soon— he has a wonderful message for all of you.

It’s a simple message—please join the NCSG in our shared mission to promote safety, education, certification, business development, and advocacy for the chimney and venting industry.

I’m inviting you to join us through membership! ■

By Bill Thornton, President, National Chimney Sweep Guild

On the Cover: Ed Bicalho with Hudson Valley Chimney Service

Photo courtesy of Robby Murphy, Hudson Valley Chimney Service

MEMBERSHIP UPDATE

I

It’s that time of year again— membership renewals are officially underway for the National Chimney Sweep Guild (NCSG)! Renewal invoices were emailed in early July, and we’re encouraging all members to renew by Monday, September 30 to ensure uninterrupted access to your benefits.

The 2025 SweepStakes is back!

We’re bringing the excitement back with our annual SweepStakes membership campaign! All members who renew their membership or join prior to each drawing in August will be automatically entered into our weekly prize drawings valued at over $3,700!

Members enrolled in autorenewal are already entered. If you’re not on auto-renew but would like to be, contact us at 317-837-1500 or email office@ ncsg.org and we’ll get you set up.

Here’s what’s up for grabs each week:

• August 1: Three copies of The Guide for Chimney Professionals: A Guild Handbook and three NCSG swag boxes

Membership Renewals Are Due September 30

By Brittney Burton, Membership and Events Coordinator, National Chimney Sweep Guild

• August 8: Portable compressor fridge/freezer, three NCSG handbooks, and three NCSG swag boxes

• August 15: $100 gift card to the Sweep Shop, three NCSG handbooks, and three NCSG swag boxes

• August 22: 11-inch Apple iPad, three NCSG handbooks, and three NCSG swag boxes

• August 29: One free registration to the 2026 NCSG Convention & Trade Show plus three nights in a standard room at the host hotel in Kansas City ($1,200 value)!

Weekly winners will be announced every Friday in August on the NCSG Facebook page, so be sure to follow us there to keep up!

How To Renew

You can renew online by clicking the link provided in your email. Members may pay their dues annually or set up a monthly payment plan.

If you’re already enrolled in auto-renew, no action is needed— your payment will process automatically on September 30 using the card we have on file. Just make sure your payment info is current so there are no hiccups.

PRIZE SCHEDULE

Friday, August 1

3 handbooks

3 NCSG swag boxes

Friday, August 8

Portable fridge/freezer

3 handbooks

3 NCSG swag boxes

Friday, August 15

$100 NCSG Sweep Shop gift card

3 handbooks

3 NCSG swag boxes

Friday, August 22

11-inch Apple iPad

3 handbooks

3 NCSG swag boxes

Friday, August 29

Free registration to the 2025 NCSG Convention & Trade Show + 3 nights at the host hotel!

Need to update your payment method or have a question? Call the NCSG office at 317-837-1500 or email office@ncsg.org. We are happy to help.

Why Renew?

Founded in 1977, the NCSG is a 501(c)(6) non-profit trade association that promotes the success of chimney and venting businesses. Our member businesses and chimney professionals benefit from industry-leading education, events and advocacy initiatives. Your NCSG membership is an investment in the future of your business and our industry. NCSG members enjoy the following benefits (and more):

• Advocacy: We represent your interests at the federal, state, and local levels and work closely with code councils and industry allies.

• Education & Certification: Access to world-class training, accredited certification

programs, and cutting-edge learning tools like our new virtual reality platform.

• Technical Support: Get expert advice anytime through our Technical Advisory Council (TAC) hotline and browse our exclusive 800+ manual library.

• Networking: Build lifelong friendships, find mentorship, and learn from the best in the business at NCSG events and trainings.

• Exclusive Discounts: Save on registration, education, and products, plus receive a monthly subscription to Sweeping magazine.

Whether you're a one-person operation or a company with a full team, the NCSG has tools to support your success. Don’t miss out on everything your membership provides.

Membership Types

We offer a range of membership levels to fit your role in the industry:

• Voting Member ($549/year) –Chimney service companies

• Affiliate Member ($329/ year) – Non-sweep companies affiliated with the industry

• International Member ($329/ year) – Chimney service companies outside the U.S. (non-voting)

• Retired Member ($229/year) –Retired chimney professionals

• Supplier Member ($779/year) – Companies providing goods/ services to the industry

• Dual Member ($779/year) – Companies that are both service providers and suppliers

Questions?

If you didn’t receive your invoice or have any issues renewing, please reach out. We're here to make the renewal process as smooth as possible.

Renew by September 30 to maintain your benefits, and renew in August to get in on the SweepStakes fun! ■

WELCOME TO OUR NEWEST MEMBERS!

New members from the most recent membership/fiscal year (October 1, 2024-September 30, 2025) as of July 2, 2025.

Niche Home Inspections Washington, NJ

Midwest Fireplace and Chimney Ltd Waukesha, WI

MC Refractory, Inc. Hesperia, CA

Irish Sweeps Chimney ltd Huntington Station, NY

Holy Smokes Chimney Services Chestnut Mound, TN

Parker Specialized LLC Cedaredge, CO

Top To Bottom Services, LLC Gaithersburg, MD

Erb's Stove Center Millersburg, OH

Advanced Chimney Newland, NC

TnT Quality Services Washington, GA

Cornbread and Sons LLC Kerrville, TX

Mad Hatter Chimney Sweep Inc Accord, NY

Associated Energy Systems (AES) Kent, WA

Topside Chimneys Cable, OH

Ahren Fire LLC Landing, NJ

Deer Creek Chimney Services Jarrettsville, MD

Jim Murray's Chimney Service Boothwyn, PA

LuckyBrush Chimney Service Monticello, IN

Delta Chimney Sweep West Memphis, AR

ICC Industrial Chimney Co. St. Jerome, QC

Fireplace Professionals LLC Columbus, OH

Rutherford Equipment Covington, GA

Appalachian Chimney Sweep West Jefferson, NC

Chimney Solutions of Central PA, LLC Warriors Mark, PA

Top Hat Masonry Repair Waterford, MI

R&J Quality Chimney and Home Improvement Upper Marlboro, MD

Smoky Mountain Fireplace Pigeon Forge, TN

Chesapeake Inspection Services Delmar, MD

Burning Bush Chimney Service Gresham, OR

Atlantic Chimney Services LLC Port Orange, FL

Tobi's Chimney and Vent Care Norco, CA

Birmingham Chimney Services Mc Calla, AL

B&B Chimney Sweeps Grand Rapids, MI

DNA Masonry & Chimney Services LLC Marshfield, VT

Juniata Chimney Inspection and Repair Wilmington, NC

Hearth and Home of KY Paducah, KY

Overfelt FCS Longmont, CO

Nu Chimney & Cleaning Service LLC Philadelphia, PA

Cheery Chimney Sweep Wichita, KS

Dennis Hearth & Home LLC Clarklake, MI

JB Chimney Bolingbrook, IL

Davis Brothers Chimney Sweep and Masonry Egg Harbor Township, NJ

All Season Chimney Cream Ridge, NJ

Ecc Chimney Service East Killingly, CT

Elite Fireplace & Dryer Vent Services Sacramento, CA

Cornerstone Fireplace and Chimney LLC Joliet, IL

September 30 | 6:00 pm – 8:00 pm EST Virtual (Zoom) Having the right connections with the right people is a major key to professional success. The NCSG Micro-Mentorship Program is a free member benefit to help new AND experienced chimney sweeps share knowledge and

• Vacu-Stack® works with single wall, double wall, triple wall, or masonry.

• Solves draft problems related to hills and mountains, tall trees, and tall buildings near the chimney.

• Sizes available from 3” to 30”+; custom and oversize available. Air cooled and non-air cooled.

• Standard construction is 100% austenitic stainless steel; also available in other alloys including copper and Type 316 for marine/coal appliances.

Improved Consumer Products, Inc. PO Box B Attleboro Falls, MA 02763 (508) 695-7000 Fax: (508) 695-4209 www.chimneycaps.com

100% made in USA Featured mentor!

Although there have been many attempts to copy it over the last 40+ years, there is only one Vacu-Stack® . Always ask for it by name and look for the seal of authenticity on top of the cap.

Katie Poole, Moderator

Jim Leslie

Built to Last

A 40-year NCSG member reflects on growth and connection.

TTarah Houseman didn’t just grow up around the chimney industry, she grew up in it.

“I was born into this industry,” she said. “My parents started the company before I was born, so being a chimney sweep was the only life I knew.”

During college, she spent summers helping with masonry work. After graduation, she transitioned to the office side. Today, she manages all operations at Hancock Chimney Service in Grandville, Michigan, a company celebrating 40 years of National Chimney Sweep Guild (NCSG) membership in 2025.

The business has grown alongside her. “When the company was started in the 1980s, we primarily did sweeping and some small masonry,” she said. “After years of education and experience, we now always start with an inspection before a sweeping, do full rebuilds, dryer vent cleanings, chase tops, and complete stove and liner installations.”

For Tarah, the NCSG has always been part of that growth. “We try to attend the NCSG Convention every year with our whole staff," Tarah said. "There's always knowledge to be gained for both the technicians in the field, as well as the office and managerial staff.”

She also plays a behind-the-scenes role as part of the NCSG Marketing Committee helping edit this very Sweeping magazine and bringing member stories and industry updates to life each month.

From hiking Red Rock Canyon before convention classes to swapping advice in casual hallway conversations, Tarah knows the value of connection. “Network! Talk to as many people in this industry as you can,” she said.

After 40 years with the Guild, Hancock Chimney Service continues to grow and adapt, just like Tarah’s own path in the industry. From summer masonry jobs to editing this magazine, her journey is a reflection of what long-term commitment, curiosity, and community can build. ■

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Tarah Houseman manages all operations at Hancock Chimney Service in Grandville, MI.

Member Spotlight

A Career of Service

BBill Ryan’s chimney career started so early that he can barely remember a time before soot and ladders. His dad swept chimneys part-time, and by age six, Bill was already helping out. Later, chimney work paid his way through college.

“At some point I came to realize I was pretty good at chimneys, codes and standards, and also a decent salesman,” Bill said. So

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in 1994, he went all in and never looked back.

Now, with more than three decades of experience and two companies under his belt—Ryan and Son Chimneys and Ahren Fire LLC—Bill’s influence in the industry runs deep. But his path wasn’t just about business growth. Early on, he answered the call to serve, volunteering his time with several boards of directors within the industry.

“The countless hours trying to improve the existence of chimney professionals taught me so much,” Bill said. That foundation helped him build a reputation as someone who sees things in black and white, a mindset that “skyrocketed my business” and led to new roles as a mentor, speaker, and eventually, the

purchase of Ahren Fire and Chamber-Tech 2000.

No matter how much has changed, Bill says the National Chimney Sweep Guild (NCSG) community is what’s mattered most. “I have been helped by members and I have paid it forward,” he said. His favorite Guild memories—from his first convention in Boston in 1998 to recent reminders that “we take care of each other”—all reflect that.

Outside of work, he’s a family man, baseball coach, Genesis superfan, and cigar-loving history buff. His advice to others in the industry is, “Walk, don’t run. Growth is great, but you cannot build a mansion with no foundation… Get educated and inspect chimneys properly!” ■

Bill Ryan (right) is the owner of Ryan and Son Chimneys and Ahren Fire in Landing, NJ.

Fall IS

COMING

While others raise prices mid-season, National Chimney guarantees price stability through 2025.

Your Prices Are Already Locked Plan ahead. Order early. Stay Profitable.

Fireplaces to Friendships

Finding a new beginning in the chimney sweep community.

GGary Yates of Chimney Sweep LLC in Saint Joseph, Missouri didn’t start his career in the hearth industry, but once he committed, he dove in headfirst.

“I began working on fireplaces part time in 2013. I didn't pursue this line of work until 2016,” Gary said. “When I decided to go full time, I wanted to immerse myself into everything related to this industry. I first joined the [National Chimney Sweep Guild (NCSG)]. The Sweeping magazine is GOLD.”

That enthusiasm quickly turned into connections. After reading an article by then-president Jeremy Biswell, Gary realized Jeremy was located just an hour away.

“I contacted him and invited [him] and his wife Brandi out to dinner," Gary said. "Of course, I had a million questions that I scribbled down on scrap paper to ask him. Jeremy [has] a wealth of knowledge and was willing to share his insights with me. That was the [start] of a whole new beginning for us!”

Over the years, Gary’s business has expanded beyond sweeps and inspections to offer more robust fireplace repairs. Continuous learning and member support have been central to that growth.

“Networking, training opportunities, [and] the relationships that we build with fellow members each year make it worthwhile,” he said.

He fondly recalls his first NCSG Convention in Portland, Oregon, where he had lunch with the late Charlie Dunn.

“He was a fun character, cowboy hat and all,” he said. Gary also connected with vendors, explored a new city, and snagged a photo op with Sooty Bob. His advice to others in the industry is, “Don't be afraid to put yourself out there and introduce yourself to someone new. You never know what path that conversation will lead you down.”

Turns out, one of those conversations helped launch an entirely new chapter. ■

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Gary and Janna Yates, owners of Chimney Sweep, at his brother-in-law's wedding.

Howard Rowell is the owner of Royal Chimney Service in Milwaukee, WI and a past president of the NCSG.

Member Spotlight

Royal Service

WWhen Howard Rowell came across a full-page ad in Mechanix Illustrated in the late 1970s that promised wealth and flexibility as a chimney sweep, he had no idea it would lead to a decadeslong career, one that would take him from a one-man operation to sweeping chimneys at the White House.

At the time, Howard had stepped away from flight school and returned to his roots as an auto mechanic, only to find the work drying up in a tough economy. The ad’s pitch—“Be your own boss, set your own hours, and become a millionaire being

a chimney sweep!”—sparked something. He figured even half of that promise was worth a shot.

So in 1980, he bought the August West System kit, complete with vacuum, brushes, a marketing manual, and a 45rpm record that demonstrated what a chimney fire sounded like. A top hat and tails from a local costume shop completed the look.

Royal Chimney Service began with Howard working solo. Today, 45 years later, the company has grown to 14 employees, including sweeps, masons, and support staff. That slow, steady growth has been guided

by his commitment to quality, professionalism, and continuous learning.

One of the defining chapters of Howard’s career has been his service to the White House Chimney Service Team. His first visit was in 1994. He now leads the team, marking more than 30 years of service to one of the most iconic buildings in the country. Howard is quick to credit the National Chimney Sweep Guild (NCSG) for playing a key role in his success. “[The] friendships with other sweeps at NCSG yearly conventions literally last for decades with new friendships

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gained each year,” he said. Early discussions lists, peer mentorship, and businessfocused education all helped shape the company Royal Chimney has become. His time as president of both NCSG and Chimney Safety Institute of America (CSIA) from 2006 to 2008 gave him the opportunity to learn from fellow leaders and help move the industry forward.

“The education obtained from

NCSG was instrumental to the growth of our company,” Howard said, citing technical training, business seminars, and a transformative experience attending Tom Grandy’s pricingfor-profit course.

Among many standout memories, one convention left a lasting impression. At the 1999 NCSG Convention in Milwaukee, a live demo by Tom Urban and Jerry Isenhour showed the value of chimney scanning in a way that’s stuck with Howard ever since. Attendees inspected a blackpainted plywood flue first with a flashlight, then with a video scanner and were stunned by what they had missed. Howard still uses a version of that same demo in his company to train new and veteran sweeps alike.

At the heart of it all, Howard’s advice is simple and enduring: “Be the best at what you do, maintain your integrity above all

and treat your family, friends and co-workers with respect and daily compliments.”

He believes balance between work, family, friends, and self is key: “This is probably the hardest to accomplish but the most rewarding over time.”

Outside of work, Howard finds peace on Lake Michigan, salmon fishing with his son Jake and their dog Sophie, a 165-pound “miniature” St. Bernard. Sophie, he says, was his first fish locator, barking excitedly when they trolled over the right spot. Fellow fishermen could hear her from miles away and often steered their boats toward the action.

From a 30-page manual and a borrowed costume to national leadership and presidential fireplaces, Howard’s story is one of curiosity, perseverance, and deep care for his craft, his colleagues, and the people around him. ■

From the Archives

The 1998 NCSG Convention & Trade Show was hosted in Boston, MA. Do you recognize anyone in this photo?

Finding Her Place

Jillian Stewart’s career blends creativity, adaptability, and a people-first approach.

JJillian Stewart joined the chimney industry in 2012, helping with phones during the busy fall and winter season at Anderson’s Chimney & Masonry, where her husband Rick owned the business. She originally planned to split her time between work and her passion for art and photography. But like many who find their footing in this industry, she stayed... and grew.

Over the years, Jillian’s role evolved from customer service to marketing, human resources, and business operations. “Like with most small businesses, you fill in where needed,” she said. While her strong background in marketing remained a constant, she found new interests along the way, especially in data and analytics.

Four years ago, when the team opened a separate retail location, Keystone’s Fireplace & Stove, Jillian led the remodel and took on a new full-time role as showroom manager. Today, she thrives on faceto-face interactions with customers and loves helping them think creatively about their fireplace installations.

Jillian says the most valuable part of her National Chimney Sweep Guild (NCSG) membership has been the relationships she’s formed with other NCSG members.

“What other industry do you know of where you can pick up the phone and call someone who runs a business like yours and be invited to spend the day with them to share business ideas and best practices?” Jillian said.

That welcoming spirit was clear from the start. At her first convention in Branson, Missouri, she was greeted by Darin Bibeau, CEO/owner of National Chimney, with a hug and a warm “welcome to the family.” That moment, she says, made her realize this wasn’t just a part-time job for the winter, it was a lifetime commitment to the industry.

Outside of work, Jillian travels the country photographing working fires and firefighters. Her photography has been published in multiple books. ■

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Jillian Stewart generously photographs the NCSG Convention & Trade Show each year.

Raising the Standard

By holding himself and others to higher standards, Daniel Freeman is building a safer, smarter industry.

DDaniel Freeman is known for his technical expertise, but it’s his commitment to doing things the right way that truly defines his work. Over the past decade, he’s built a career around fire safety, industry education, and pushing for higher standards across the trade.

As the owner of The Chimney Doctor and founder of InspectionFire, Daniel’s focus has evolved well beyond day-to-day service. He’s contributed to national code development committees like the National Fire Protection Association (NFPA) and the International Code Council (ICC), taught classes at industry conventions, and developed tools to improve inspection documentation and reporting. His work often centers on the details others overlook.

“The industry is evolving,” he said. “Never stop learning—and don’t assume the way it’s always been done is the way it should be done.”

That mindset is what drew him to the National Chimney Sweep Guild (NCSG) and has kept him engaged through years of growth. Whether he’s troubleshooting a complex technical issue or collaborating on a bigger initiative, that network has played a key role.

One of Daniel’s proudest milestones was teaching his first NCSG class at convention, an opportunity to give back to the same organization that helped shape his early career.

“The energy, engagement, and camaraderie at those events are unmatched,” Daniel said. "The relationships I've built through [the] NCSG have been foundational.”

Outside the spotlight, Daniel prioritizes time with his family. Despite a packed schedule, being home for dinner with his wife and kids remains the highlight of his day and a reminder of what all the hard work is really for. ■

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Daniel Freeman owns The Chimney Doctor and InspectionFire in Grand Junction, CO.

Building Chimney Savers from a twoperson crew to a 30-person company.

Member Spotlight

From Father to Son

CChimney work runs deep in the Bianco family. Paul Bianco grew up around the business his father, Gene, started in Randolph, Vermont, eager to pitch in during summer breaks as soon as his mom gave the green light. By

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2008, he was working full time at Chimney Savers, helping build the company from a two-person crew into a 30-person operation.

That growth didn’t happen by accident. Paul credits much of their evolution to continuing education and staying connected to others in the trade. He points to National Chimney Sweep Guild (NCSG) events and conventions as a major influence—not just for the technical knowledge, but for the people he met along the way.

Some of those connections leave a lasting impression. One of Paul’s favorite memories is listening to Jeff Simmons tell

stories at a past convention.

Like many in the industry, Paul has learned that reputation is built one decision at a time. His advice: own your mistakes.

“Everyone screws up, but owning up to them and making them right is the way to build a great reputation,” he said. “[Oh], and don’t forget to learn from them as well.”

From working alongside his father to managing a growing team, Paul’s career has been shaped by hands-on experience, humility, and the relationships built along the way. ■

Paul Bianco is the president of Chimney Savers in Randolph, VT.

WE INVITE YOU TO THE CHIMNEY SAFETY INSTITUTE OF AMERICA®

We are more than our Mission and Vision statement.

We’re more than just a Mission and Vision we’re a legacy built on dedication, craftsmanship, and care.

Since 1983, the Chimney Safety Institute of America (CSIA®) has stood as a trusted name in the chimney and venting industry, guided by a passionate Board of Trustees and rooted in a commitment to serve both professionals and the public.

Mission: Provide the highest standard of education and resources to advance the knowledge of industry professionals for the benefit of the public.

Vision: Advancing professional education, research, advocacy, and safety to all communities now and in the future.

For over four decades, our devoted staff has been the heart of CSIA, supporting the industry through every season of change. From updating our hands-on training facility still the only one of its kind in the nation to launching new educational offerings, we remain grounded in our past while shaping the future.

CSIA® National Training Academy

August 4-9

Plainfield, IN

Don’t Miss Your Final Chance to Attend a CSIA® Class in 2025

CSIA® National Training Academy September 8-13

Plainfield, IN

CSIA® 3 Day Certified Dryer Exhaust Technician Workshop/Exam September 22-24

Plainfield, IN

Advanced Fireplace Building October 6-11

Richmond, IN

Certified Chimney Sweep Review/Exam® October 9

Virtual

Always Evolving

Reflecting on decades of change in the chimney sweep world.

VVictor Imgarten got his start in the late 1970s, back when Mother Earth News was inspiring many to pick up a brush and build a business. He’s been with Clean Sweep Chimney Service in Saint Charles, Missouri ever since.

From day one, Victor was installing caps and liners, but over time, the industry pulled him in new directions. Gas work became a growing focus, and technology kept reshaping how things got done. Tools like Chim-Scan revolutionized inspections. Even something as small as switching from a standard bulb to a drop light made an impact. And then came the computers.

“[In] our early days, we had to learn DOS and spent the first few years in the early 80s with a Tandy and Apple 2 and piles of floppy discs," Victor recalled. "It was not faster than a card file system, but we thought we were cool and did help with our repeats.”

Victor says the friendships he’s built through the National Chimney Sweep Guild (NCSG) are the most valuable part of his membership. Among his favorite memories: returning from the first European trip with the late Pete Luter and pitching the idea of a chimney sweep school. Another highlight was signing the chimney sweep book in Denmark, a tradition more than 100 years old.

His advice for the next generation is simple and serious: “No matter what, contribute to a retirement fund starting day one and never stop.”

And for anyone who can guess which movie star he grew up with, Victor has promised a free beer at the next NCSG Convention. ■

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Victor Imgarten is the owner of Clean Sweep Chimney Service in Saint Charles, MO.

10 OverloOked Fireplace InstallatIon Issues in new ConstructIon

By Trent Simmons, Owner, Top Hat Chimney Sweeps

It's an unfortunate reality that the majority of fireplaces in new construction aren't installed by a certified professional. While a new fireplace should be a highlight in any home, easily missed construction details can quickly turn excitement into a liability, leading to significant safety hazards and functional problems. As certified chimney professionals, it's crucial for us to recognize and address these often-overlooked issues in new construction fireplaces. Here are 10 common deficiencies we frequently encounter:

extensions. An undersized hearth fails to provide adequate protection from sparks and radiant heat, leaving adjacent flooring vulnerable.

3. Inadequate Clearance to Mantel

Combustible mantels positioned too close to the fireplace opening present a significant overheating and fire risk. Adhering to manufacturer specifications and local codes for proper clearance is paramount for safety.

4. Insulation Not Meeting Clearances

1. Lack of Spark Strip

A fundamental safety component, the spark strip is designed to prevent hot embers from falling into the gap between the fireplace and the hearth extension, protecting the subfloor. Its absence is a critical fire hazard.

2. Insufficient Hearth Extension Size

Building codes and manufacturer's listings clearly define the minimum dimensions for non-combustible hearth

The improper installation of combustible insulation too close to the firebox or chimney system is a serious fire hazard. Strict adherence to specified clearances between insulation and all fireplace components is nonnegotiable.

5. Absence of Firestop/ Draftstop

Firestops are essential horizontal barriers within wall cavities and around the chimney chase that impede the spread of fire and

smoke. Draftstops control airflow. Their omission compromises the entire fire safety system of the structure.

Insufficient Clearances to Chimney Pipe (Especially Spray Foam)

Combustible materials, particularly spray foam insulation, must maintain precise clearances from the hot surfaces of the chimney pipe. Deviations from these clearances create an elevated fire risk that can have catastrophic consequences.

7. Improper or Inadequate Flashing

The flashing where the chimney intersects the roofline is vital for preventing water intrusion. Poorly installed or insufficient flashing inevitably leads to water damage in the attic and around the chimney structure, compromising the integrity of the home.

Improper Installation of Siding Around Chimney

Incorrect siding installation around the chimney not only reduces the overall life expectancy of the siding but also frequently results in expensive water leaks and can even void manufacturer warranties.

9. Poorly Constructed Chase Cover

The chase cover, which caps the chimney chase, is designed to exclude rain, snow, and debris. Many manufacturers even require a ventilated chase cover. A shoddily built or improperly sealed cover allows water ingress, leading to internal damage within the chase.

10. Improper Chimney Height

Building codes and manufacturer specifications dictate minimum chimney height above the roofline and any nearby obstructions to ensure proper draft and ventilation. Inadequate chimney height leads to chronic smoking

issues, inefficient burning, and can even contribute to fire hazards.

While a new fireplace is an exciting feature, these oftenoverlooked construction details carry significant safety and functionality implications. It is vital for chimney professionals to understand that the definition of a "thorough inspection" can vary drastically. Many sweeps may only assess readily accessible areas. However, as professionals, our commitment to safety must extend further. Comprehensive inspections should routinely include accessing attics, crawl spaces, roofs, and chases, in addition to detailed video camera inspections of the chimney

system's interior. This in-depth approach allows us to identify potential issues that others might miss.

We must educate builders and homeowners alike: never assume everything is correct with a new construction fireplace. Ensure new installations are truly safe and sound with a comprehensive inspection from a certified chimney sweep. The standards for the three levels of chimney inspections are set by NFPA 211. The International Association of Certified Home Inspectors also reiterates the importance of annual inspection and cleaning by a professional chimney sweep. Our role is to ensure it's checked right the first time. ■

Michaele Dempsey

Region 6 Director

What makes your company unique?

Professional Chimney Service is a family-owned chimney sweep service with 45+ years of experience. Our customers count on our company to hold the highest certifications, trust, integrity, safety, and educational standards.

Doing what you say you’re going to do, when you say you’re going to do it, and how you say you’re going to do it—I believe this is the golden rule in all businesses, and that’s the standard Professional Chimney Service follows. Our customers have depended on us for generations.

What does success mean to you as a business owner?

Success isn’t about where you end up, it’s all about how you got there. Yes, I was the first woman Certified Master Sweep in the United States and I've cleaned the White House chimneys, but the real honor is being welcomed into customers' homes year after year. That trust means everything to me.

My success has never been about business. It’s all about God, faith, family, and being of service in every chapter of my life.

What's something people usually don't know about you?

• I swept my first chimney out of necessity when I was 11 years old.

• I have a full law degree, with a minor in psychology. I believe in the power of education.

• I love dancing, archery, competition shooting, fishing, boating, gardening, and cooking.

• At 19 years old, I built my first house, which helped me pass my contractor license for my sweeping business here in California at a very young age.

• I opened my first business at age 17 making handmade turquoise Indian jewelry in Arizona.

It’s an honor and privilege to serve as your National Chimney Sweep Guild (NCSG) Region 6 Director and Membership Committee Chair. ■

Michaele Dempsey sweeping the Oval Office chimney.

PERSPECTIVES FROM THE NORTH

INCSG and WETT Sign MOU

By Dalton Hooker, Director, Wood Energy Technology Transfer

In late June, solid-fuel professionals from all over Canada gathered in British Columbia to discuss matters of importance. This annual event was organized by Wood Energy Technology Transfer (WETT). WETT is to Canada what the National Chimney Sweep Guild (NCSG) is to the United States. There were more than a few Americans in attendance too—including NCSG President Bill Thornton and Director of Education Bob Ferrari.

Their purpose in attending was in relation to a new memorandumof-understanding signed between WETT and the NCSG. How is it that the two bodies had not been working more closely together before? A very good question. While there are minor differences in market and member needs, these are far outnumbered by the many things we all have in common. The partnership was long overdue. We each have much to share with the other to make both organizations stronger.

and guests, Bob showcased the NCSG's research into using virtual reality (VR) training, with a constant line-up of delegates waiting to wear the VR headset. All were gob-smacked at the potential.

I must also commend others who stepped forward to serve as instructors and as guest speakers. It resulted in three days jam-packed full of solid-fuel knowledge and experience. A big thanks to the many industry sponsors and exhibitors who supported the event too. Special thanks go to Alan Murphy and his team at Blaze King. The event was hosted in Penticton, Blaze King’s home in Canada. This manufacturer wrapped their arms around this event to make it their own. They jumped at the opportunity to act as the event’s platinum-level sponsor. They hosted both a factory tour and barbecue luncheon for delegates. Mr. Murphy delivered the keynote address, and Dennis Klan, Blaze King’s quality control and technical service manager, also led a session on understanding catalytic combustion technology.

Bill and Bob did your organization proud. Bill was quick to speak when asked to do so during the many meetings that were held behind the scenes, and Bob was treated like the folk hero he is. He is a true inspiration for our industry. Bob was up at the crack of dawn each day looking to hike local trails and to climb the steep mountains that surrounded the event’s venue—yet was still back in time to enjoy morning coffee with other early risers before the start of each day’s activities. He could be seen all over the Lakeside Resort & Conference Centre engaged in one-on-one and small group discussions. After his formal address to delegates

In the end, the goal with this event was to emulate what the NCSG was already doing for its membership. We followed the suggested Field of Dreams mantra: “Build it, and they will come…” As one of the many event planners, there are no sweeter words you will hear than, “We will definitely be back next year!” We heard this from our members. We heard it from our guest speakers. And we heard it from our sponsors and exhibitors.

We look forward to seeing all of you again in 2026 in Winnipeg, Manitoba! ■

FEBRUARY 24-28, 2026 • K ANSAS CITY, MO

KNOCK KNOCK, IT'S OSHA

By Jonathan W. Erdman, Rooftop Safety USA

An unexpected visit from OSHA can trigger instant panic, but it doesn’t have to. This article walks you through what to expect during an inspection and how a solid safety plan, clear documentation, and a strong culture of compliance can make all the difference.

TThere are few events in your week that will instantly send your anxiety through the roof like a visit from an OSHA agent. Do you know what happens when they show up? Would you be ready if they did? I would venture to say that the idea of an OSHA visit is far more scary if you know that your business is not ready. So let’s dive into what happens during a typical OSHA visit.

There are typically four parts to every regulatory investigation: the initial meeting to lay out the reason for and the scope of the investigation; the investigation itself which involves reviewing documentation as well as visual inspections; closed-door interviews with employees; and a debrief to discuss findings and conclusions.

Let me state before we press on that you can never be too ready for anyone to audit your business. I have been through multiple audits from just about every government agency, and I can tell you I sincerely felt confident for every single one. My company did the work on the front end to meet and exceed regulatory standards, and I looked at them myself regularly. It didn’t matter if it was OSHA, EPA, FDA, USDA, DOT, and all the others in the alphabet soup, we

were ready. That being said, it doesn’t mean it was easy or fun! Not at all. But we were ready and it always paid off.

Initial Meeting

When an OSHA agent shows up, if you are the owner of the business, you can go ahead and clear your calendar for that day. They will want to meet with the senior-most officer who happens to be onsite that day. And the moment they have entered your front door, they are already beginning their assessment of your company’s safety culture. In all reality, the assessment began the moment they arrived. They will be looking right away for your federal and state-required OSHA and Department of Labor posters. If the agent does have to wait briefly, seat them in a welldecorated lobby where your labor posters are clearly posted. That is a great start!

Do not keep the agent waiting once he arrives. Greet the official warmly and sincerely. They are trained to show their government-issued ID as soon as they arrive. If they do not, then ask for it. You will be shown their ID as well as a business card with their name, role, and contact information.

If the visit is a surprise visit, do not assume you know why they are there or what they will find. Don’t start by saying, “Oh you must be interested in looking into that issue we had with the angle grinder.” It may have nothing to do with that, but you can pretty much guarantee now they are very interested. Don’t be afraid to ask for the nature of the visit, but you usually don’t have to ask. If you were made aware they were visiting, then make sure you are prompt, on time, and prepared. Your behavior and actions speak volumes about how much you truly care about the people working in your company. It should go without saying that being rude, discourteous, or inhospitable

to a regulatory agent sends the message that you simply don’t care, and they will make it a point to be very thorough in their investigation. On the other hand, if you are pleasant, welcoming, and value their time, they will be a little more cooperative.

From time to time, you will get an OSHA agent who has a bit of a chip on his or her shoulder. Not all agents are like this. In fact, most of them are not. Most signed up for their job because they truly care. All of them are humans, though, and each one has a specific task ahead to accomplish. They will feel pressure to make sure your company is taking care of the people under your employment. I encourage you to keep the

perspective that both of you are working together to achieve that same goal. The health and safety of your people should always be important to you, and OSHA’s entire existence is to be an arm of the government to enforce it. Which is also why it’s super important that you embrace a strong safety culture rather than fight it. They will be able to tell very quickly.

Inspection of Documentation and Facilities

Once the pleasantries have taken place, the agent will want to see your current year’s medically -treated injury log. This form is referred to as the OSHA 300 Log. They may also request to see

logs from previous years. Make sure you know where they are. If you don’t know where the copies of your OSHA 300 logs are kept, they will probably want to dive deeper.

As a side note, do not get the OSHA 300 form confused with the OSHA Log Summary form that is posted every year. That is the OSHA 300A Form, and is required to be posted so everyone in your company can be made aware of the total number of injuries. It will not look good if they ask for your OSHA logs and you hand them the 300A summary.

If your company has had medically-treated injuries this year, be prepared to share the details of the situation(s). They will want to know your findings regarding what happened, how it happened, and what you did to prevent it from recurring. If you had workers injured the same way at various times, and no attempt was made to learn from it, please don’t wait for an OSHA regulator to tell you to do something.

At this point, the agent may want to see a copy of your written safety plan. Either way, you need to have it at the ready at the beginning of the visit. You will be referring to it. The OSHA inspector will want to know if you have a plan that covers safety training for new employees as well as training on any changes to equipment or processes, inspections, investigations of incidents, and ongoing training. Having this written plan will really set the tone for the entire investigation. Any and all gaps will be explored.

If the visit is a result of a specific situation, be prepared to discuss the incident in detail. Have a record of your investigations of those incidents including time stamps, preliminary identification

of causes, any witness accounts, and your conclusions. Based upon what caused the incident, be prepared to discuss your company policies on that particular topic. For example, if OSHA is investigating an injury caused by a fall, be prepared to discuss your fall protection plan and where it was actually followed in the incident.

More important than anything, if you do not have a safety policy in place that directly addresses the cause of injury, do not lie and say you do. Be honest and own it. If the agent investigating your company finds out you are falsifying your answers to their questions, your visit just went from bad to worse. This also reemphasizes my point that you cannot wait for an accident to happen to have a written safety plan. If you do not have a written safety plan, then you have a lot of explaining to do to your employees.

If the visit is a result of a specific incident, the agent may not be as likely to begin a wall-towall investigation if you have a strong safety plan, thriving safety culture, and solid documentation in place. At the same time, they are required to report what they see. Some agents want to dig deeper. If your company’s safety culture seems shaky, then they will most certainly want to look at more things.

The bottom line is you must be ready for all of it. You should always be ready for that wallto-wall investigation. If your company is always ready for an OSHA inspector, then I promise you, the people in your company will be well taken care of.

If the visit is a random visit, then the agent is the one who controls how thorough the inspection will be. They will need access to your warehouse, general work areas, and may request to see

one of your work vehicles. Let the agent guide the inspection. Answer their questions honestly and thoroughly, but don’t volunteer additional information that isn’t requested. You should have nothing to hide, but you also need to keep your part of the investigation focused on the information being gathered and no more. In other words, if the agent asks about a specific incident that took place, then provide all the information, but don’t go off on a tangent by saying, “It wasn’t nearly as bad as that other one we had, though!” Now you are taking the investigation down a different path. Let the inspector lead. Keep chatter to a minimum and focus. The inspector will probably be taking pictures. You need to take a picture of the exact same thing. They will probably not share their photos with you, so you need your own copies. The same is also true of any documents they request copies of. Always make an extra copy for you to keep as a record of what was reviewed during the visit.

The inspector will point out their concerns throughout the entire investigation. Their recommendations will also be shared throughout the visit. Take notes. Take notes. Take notes. Throughout the entire visit! There were only a very few occasions where I had to be the one to take notes. I always made a point to have someone with me whose entire job was taking notes. Designate someone to take notes so you can focus on the interaction.

Employee Interviews

During the inspection, the agent will be gathering ideas of who in the company would serve as a good person to interview. You will not be allowed to be present in these interviews. You are also not allowed to prep the employee

The busy season will be here before you know itmake

for the interview or ask them about the details that were shared following the interview. You will not need to get information from the employee, as the agent will most likely cover the information with you. All agents understand that employees will not be as well-versed on your company policies as you are, but the interview will give them insight into whether your company really cares about safety or not. If you have described a really great new hire safety orientation, then the employee should be able to talk about it. If they just went right to their first sweep and performed tasks on day one with no safety orientation, that will negate anything you said about a safety orientation.

OSHA agents are also aware there may be some disgruntled employees in the company. For an employee that has a grudge, they will be more than happy to get the attentive ear of an OSHA agent. They will back up the truck and unload. This is also why the agent will interview multiple employees. At the end of the day, if you have your safety policies in place and enforced, the employee interviews will not be stressful. The OSHA agent will see the truth.

Debrief and Conclusions

During this phase, you will receive initial notice of findings that will include observations, violations, and any associated fines. The official report will outline the agent’s findings, and you will be required to provide an official response to each one.

If this was the first inspection you’ve ever had and this is the first report, the fines will be expensive, but not as expensive as they potentially could be. If, however, this is not your first OSHA rodeo, then OSHA will not be as patient or forgiving. If your company has been cited for violations multiple times, then you could face significant fines, potential criminal charges, and if warranted, your company could be shut down. This is not an exaggeration. OSHA takes safety very seriously and has little tolerance for repeat offenses.

Final Words

So what do you think? Are you ready? Review your company safety plan. If you don’t have one, make one. Today. Then begin implementing and enforcing the policies. Reach out to companies that have had an OSHA visit. Conduct an internal audit. Don’t put it off, especially if you know you have some work to do. Don’t wait for OSHA to tell you how to get your house in order. ■

Navigating AI's Impact on Local Marketing

How AI is rewriting the rules of local search and SEO

Why fewer clicks doesn't mean less visibility

How reviews now power AI results

Paid ads in the age of automation

Tactics to stay visible in AI-first search

By Carter Harkins and Taylor Hill, Co-Owners, FutureNow Marketing

TThe search landscape is experiencing a major shift due to the growing integration of artificial intelligence (AI) into both organic and paid search strategies. Traditional search engine results pages (SERPs) are no longer simply lists of links; they are evolving into dynamic interfaces enriched with AI-generated summaries, conversational chatbots, and voice interaction capabilities. For home service businesses such as chimney and masonry service companies, understanding these developments is crucial for maintaining visibility, attracting traffic, and optimizing advertising spending in your local markets.

Understanding AI Overlay Search

AI overlay search refers to any AI-driven feature that adds layers of information, interaction, or summarization to traditional search results. This evolution profoundly changes how users interact with search engines and how businesses must approach their online presence. Key manifestations of AI overlay search include:

• Search Generative Experience (SGE): Google’s SGE provides AI-generated summaries at the top of search results, offering synthesized content to directly answer user queries rather than simply listing links. This feature aims to provide immediate, comprehensive answers, which changes how users engage with search results.

• AI Overviews: These are concise summaries, provided in audio or text format, generated by AI models like Gemini. AI Overviews aim to

reduce the need for clicks by presenting answers directly within the SERP, streamlining the user experience and bypassing traditional websites.

• AI Chat Modes: Interactive chat interfaces, such as Google’s Search Live, enable real-time, voice-activated Q&A sessions within the search app. This allows users to have conversational interactions with the search engine, receiving tailored responses and instructions.

These AI overlays significantly alter user behavior. They offer instant satisfaction for informational needs but often at the cost of traditional clickthroughs to individual websites. This shift necessitates a reevaluation of online marketing strategies.

Impact on Organic Search and Local SEO

The integration of AI into search has several profound impacts on organic search and local SEO:

• Reduced Click-Through Rates: Studies have shown a dramatic drop in organic click-through rates (CTRs) when AI Overviews appear. These rates can decrease by as much as 34.5% on average, and up to 64% for high-traffic keywords. For local service providers, this means fewer users are directly visiting your websites from search, as answers and recommendations are often provided within the SERP itself.

• Altered SERP Real Estate: AI features occupy prime "above-the-fold" real estate on the search results page, pushing traditional organic results further down or even off-screen. In local

searches, the combination of map packs, AI summaries, and sponsored placements makes it harder for organic listings to stand out.

• Local Pack and Review Integration: AI overlays increasingly incorporate local pack data, such as business hours, contact information, and reviews, into their generative responses. This integration can benefit businesses with strong reviews while potentially penalizing those with fewer or lower-quality reviews. Positive reviews become more critical than ever. Currently, the links go back to the Google Business Profile (GBP) and not to your website. Keeping the GBP optimized and healthy is now not an option.

• The Rise of AI-Powered Voice and Visual Search: With features like Google’s Search Live, users can engage in voice-driven searches and visual object identification directly within the search app. Businesses must optimize for voice search by using conversational keywords and FAQs. Additionally, high-quality images with descriptive alt text are essential for visual search optimization.

Paid Search (SEM) in an AI Era

While organic CTRs decline, paid search remains a crucial component of online visibility:

• Google Search Ads: Despite the challenges, paid search continues to offer valuable visibility. However, the cost-per-click (CPC) is rising, reflecting increased competition for top SERP positions. In Q1 2025, the average search CPC was $3.76, up significantly from $1.45 in Q1 2024. Current average CTRs Google Search Ads – 3.17%, CTRs Google Display Ads – .046%, CTRs Google Local Search Ads – 5.1%.

• AI-Enhanced Bidding and Targeting: AI-driven bidding strategies such as Target CPA and Maximize Conversions leverage machine learning to optimize bids in real time. For home service businesses operating on thin margins, these tools can potentially improve ROI by adjusting bids based on various factors like device, location, and time of day. There are some, however, that believe the algorithms (AI) are what are driving up the CPC costs since they might be trained on ulterior motives.

Social Media Advertising Benchmarks

Social media remains vital for local brand awareness:

• Facebook Ads: Facebook continues to be important, especially for local brand awareness. Enhanced local targeting and AI-powered creative suggestions have boosted CTRs, making Facebook advertising a valuable tool for reaching local customers. Average CTRs – 1.8%.

• Instagram Ads: Instagram offers visualcentric advertising, with AI-driven placement suggestions ensuring ads are served to users most likely to engage. This improves cost efficiency and ad performance. Average CTRs –0.88%.

• Hyper-Local Platforms: Platforms like Nextdoor and Yelp offer unique opportunities to reach local audiences. Nextdoor, with its trust-driven environment, often sees high CTRs 1% - 4% for neighborhood-targeted ads. Yelp’s search ads in areas that see they are useful, when optimized with quality photos and review highlights, can also drive significant traffic.

Carter Harkins and Taylor Hill are the authors of Blue Collar Proud: 10 Principles for Building a Kickass Business You Love, and co-owners of FutureNow Marketing with Brad & Shannon Good, a home services marketing company specializing in human-centered AI that will optimize your business and generate leads. They’re trusted thought leaders in the industries they serve, so you’ll find them regularly speaking at service industry trade shows and conferences and writing for trade magazines.

Strategies to Mitigate AI’s Impact on CTR

Businesses can employ several strategies to mitigate the impact of AI on CTR:

• Focus on Reviews & Reputation: High review counts and positive ratings increase the likelihood of being included in AI responses.

• Optimize for Voice & Visual: Implement conversational keyword phrases, support voice queries, and use high-resolution images with descriptive alt text.

• Use Local Extensions: In paid search, employ location and call extensions to capture clicks directly from search results with clear local intent.

• Engage via Social & Community Platforms: Balance search investments with social ads on platforms like Facebook, Instagram, and Nextdoor.

Measuring Success in the AI-Driven Landscape

Measuring success requires adapting to the new landscape:

• Track Assisted Conversions: Users may discover businesses through AI overlays but convert later through direct or paid channels. Using UTM parameters and cross-channel attribution is essential.

• Monitor Organic Visibility: Even if CTRs decline, maintaining impressions in AI overviews and map packs preserves brand awareness.

Email Marketing in the AI-Driven Era

Email marketing remains a direct-to-inbox channel where businesses control the user experience. AI is enhancing email marketing through:

• Subject-Line Optimization: AI-generated subject lines can boost open rates.

• Hyper-Personalization: AI can personalize emails with dynamic content and tailored offers.

• Send-Time & Segmentation: Machine learning models can predict optimal send times and improve deliverability.

Maintaining a clean email list is essential for effectiveness. Regular audits, double opt-in, and re-engagement campaigns ensure high engagement and deliverability. This is one of the main areas small businesses struggle with as their lists over time are messy and incomplete. Cleaning your list will be imperative going forward in data driven AI marketing.

No doubt that chimney and masonry service businesses must adapt by optimizing for AI-driven SERP elements, getting current reviews and more of them, and rebalancing budgets toward paid search and targeted social/community platforms. By understanding these changes, businesses can ensure continued visibility, engagement, and conversions in local markets. ■

Darwin Award

The customer called wanting an opinion on how they could install a z/c fireplace on a different wall and then attach the chimney to the old chimney system. They said it took 3 people 4 days to remove the old masonry fireplace. Then they left it totally unsupported.

SUBMITTED BY: Ralph S. in Arkansas

Have you ever seen some interesting things on the job? Submit a photo with your name and location to marketing@ncsg.org.

Community

By Chris White, Operations Manager, Owens Chimney Covers

CCommunity is defined as:

“A feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.”

We feel it’s kind of hard to have a healthy community without healthy relationships. Fortunately, we are all blessed to be in such a small tight knit industry where even worldwide relationships tend to thrive.

“Industry Is Community." Maybe some rendition of that should be our industry's mission statement. Healthy communities learn from each other, strengthening the bond between us all. Without this mindset, we the chimney industry wouldn’t be who we are today.

Everything about Owens Chimney Covers was conceived based on this notion of healthy relationships with a good strong pinch of quality mixed in.

For those of you who don’t know us or have never met us, that’s who we are.

“That’s here. That’s Home. That's Us."

We are Owens Chimney Covers and all of you are our favorite customers because in our eyes you all are considered family. Call us, let's see what we can do for you. ■

EDUCATION UPDATE

TSee Ya Later!

By Bob Ferrari, Director of Education, National Chimney Sweep Guild

Thank you all for letting me step in as the National Chimney Sweep Guild (NCSG) Director of Education for the past 2.5 years. I cannot adequately express what your trust and commitment to me has meant. It has allowed me to recenter my life in ways— selfishly—I really needed. I hope my work has repaid your generosity and kindness.

I am not leaving because of any conflicts or negative reasons related to the job, the NCSG, or the people I work with. I have loved this challenge.

There are several reasons why I’ve chosen to not renew my contract:

My gifts are best in a pioneering environment. I’m not afraid to fail. I’ll take some risks. But once the streets need to be laid out and the community organized, I’m less effective.

The NCSG is right at that cusp, as I see it. Organizations and businesses go through cycles. One cycle is when an organization gets stagnant and it brings in a visionary with fresh creative energy and ideas, who in general, makes things messy. If that leader stays too long, chaos ensues and lowers productivity. Then it’s time for those with organizational gifts and managerial skills to make the vision a functioning reality. If they stay too long, then the organization becomes stagnant again. The better the communication between these poles, the more productive, energetic, and alive the organization will be.

This is how the very best organizations work. The NCSG has done this well working with me. I’m a mess maker. I always start before I’m ready. I have big ideas (not all good ones). We need the next organizational and managerial gifts next to make it all come together.

I’m old. I’ll be 74 soon. Our industry is in the midst of a generational transfer. I don’t think I’m stuck in old ways of thinking by any means, but I believe there is a time to let the next generation have at it. The best leaders make room for new leaders.

This age thing also makes me ask myself, “how long have I got?” My body has been good to me, but still—we are always just one accident or one diagnosis away from losing certain abilities, and aging narrows those margins. I have some long hikes and bikepacking trips to take, rivers to explore, and grandkids to adventure with. I want to go for it before it is too late.

This industry has allowed me to travel to far-flung places—both inside my business mind and in the real world. I am one of those people who will never wish to have worked more and adventured less as I reach my terminus. I challenge you to sit down and determine what you value—the reasons you go to work every day—and to build your life in a way that fully encompasses that which you love in the deepest places of your heart. Squander everything for that treasure.

I feel like I have something in me, some writing or reflection, that needs to be birthed. It is in there somewhere, and I want to explore it. If it turns out to be shareable, I’ll throw it out there for you.

Once again, thank you so much! This is not "goodbye" but "see you later." I hope to be able to continue to teach, to write, to influence toward an amazing future which solidifies our brotherhoodin-soot in love and generosity. Dream big and build your business to make them a reality. ■

Empower. Innovate. Elevate.

Why Every Chimney Sweep Needs To Attend Lindemann U in Puerto Rico

By Lindemann Chimney Supply

IIn the trades, there are no roaring stadiums, no flashing lights, no superhero capes. Yet every day, across rooftops and inside the heart of homes, chimney professionals rise before the sun, navigate dangerous heights, and bring warmth, safety, and comfort to families—often without recognition or applause. These men and women are the quiet backbone of their communities. And now, more than ever, they deserve to be seen, celebrated, and strengthened.

That’s the soul of Lindemann U in Puerto Rico—a transformational gathering crafted not just to educate, but to empower, innovate, and elevate. This isn’t just another workshop or a professional seminar. It’s a movement. A rallying point for those who refuse to settle for “good enough.” It’s an invitation to step into something bigger, brighter, and bolder.

Leadership Rooted in Purpose, Not Position

In an age where leadership is often associated with titles, status, or the number of followers on a screen, Lindemann U stands apart. Here, leadership is not about power or prestige. It’s about purpose. It’s about heart. It’s about those who show up not only for themselves, but for their team, their community, and the future of their craft.

The truth is, chimney sweeps are often caught in the grind. The phone rings, the trucks roll out, the work piles up. Rarely do they have the space or time to ask the deeper questions: Where am I headed? What legacy am I leaving? How do I become the kind of leader others want to follow?

Lindemann U creates that space. It carves out sacred time for self-reflection, goal setting, connection, and elevation. When chimney

professionals step away from the daily hustle and gather with others who are just as committed to growth, something incredible happens: transformation.

Puerto Rico: A Setting That Speaks

There’s a reason Lindemann U isn’t held in a generic hotel ballroom or industrial convention hall. It’s held in Puerto Rico, a place that pulses with history, hope, and human spirit.

This island has known hardship. Hurricanes, economic trials, and systemic challenges have tested its resolve. But Puerto Rico stands strong— an enduring symbol of resilience and rebirth. Its people are vibrant, creative, and fiercely proud. Its landscapes inspire reflection. Its culture invites connection.

By holding Lindemann U here, the message is clear: you too are resilient. Like the island, you’ve weathered storms. You’ve rebuilt after setbacks.

You’ve kept climbing—literally and metaphorically. And just like Puerto Rico, your story is far from over. Learning in this setting becomes more than practical—it becomes emotional. The lessons you’ll absorb on leadership, innovation, and team-building will be colored by the power of place. You’ll leave not just with information, but with inspiration.

What You’ll Experience at Lindemann U

Lindemann U is designed to deliver real, tangible value for chimney professionals at every level. Whether you’re just starting out or running a multitruck operation, you’ll find content tailored to your goals.

Here’s a glimpse of what attendees can expect:

• Hands-On Skill Development: Led by industry veterans, these sessions offer practical, jobsiteready techniques and safety practices. From inspection strategy to repair best practices, you’ll sharpen the tools that matter.

• Leadership Workshops: Discover how to build team culture, boost morale, and create systems that drive performance. Leadership isn’t just about being in charge—it’s about bringing out the best in others. These sessions help you do just that.

• Business Breakouts: Learn how to scale your company, increase profits, and systematize your operations. Whether you want to grow your client base or improve employee retention, we’ve got you covered.

• Peer Networking: There’s nothing more powerful than connecting with others who walk your path. At Lindemann U, you’ll find a tribe—people who “get it,” who will share wins, challenges, advice, and encouragement.

• Cultural and Evening Events: From local cuisine to shared beachside reflections, every element of this experience is intentional. We believe learning continues off the stage, and that the best ideas often spark in casual conversation under the stars.

Investing in Yourself Is the Ultimate Advantage

Too often in the trades, professionals hesitate to invest in themselves. They’ll buy new ladders, replace vans, and upgrade equipment—but balk at the idea of attending a conference. The reason? They don’t always see themselves as worthy of that level of investment.

But here’s the truth: you are your most valuable asset. Your mindset, your leadership, your vision—

those are the things that shape your future more than any tool ever could.

Attending Lindemann U is a bold declaration that you are ready to grow. That you’re not content with staying stuck. That you believe in your potential and your power.

And for those bringing their team? You’re building a culture of excellence, trust, and possibility. Your investment will echo through every jobsite, every customer interaction, and every company milestone for years to come.

Registration Details: Visit www.lindemannu.org

Step Into Your

Next Chapter

The world is shifting. Customers are savvier. Teams want better leadership. The market demands clarity, professionalism, and purpose. You can either adapt—or you can lead the way.

Lindemann U offers you the chance to lead the way. To leave behind burnout and step into brilliance. To stop playing small and start building something that lasts.

This is not just a conference. It’s a pivot point. It’s for the chimney sweep who’s tired of spinning wheels.

For the manager who wants to inspire more than just compliance.

For the owner who knows there's more, but isn’t sure how to reach it.

For the technician who wants to rise.

It’s for you.

Empower. Innovate. Elevate.

These aren’t just marketing buzzwords. They’re a roadmap.

• Empower: You’ll gain the confidence and skills to lead with impact.

• Innovate: You’ll rethink old problems and discover new, smarter solutions.

• Elevate: You’ll return home ready to raise the standard for yourself and those around you.

Puerto Rico is calling. Your future is calling. And your industry needs you—not just to show up, but to step up.

Because true heroism isn’t found in capes and fanfare.

It’s found in courage. In conviction. In connection. Join us. Rise with us. Lead with heart. ■

COACH'S CORNER

BBecoming the Community Expert

By Jerry Isenhour, Coach and Consultant, CVC Success Group

Becoming and staying an in-demand business is the goal of every business. This means that your company becomes the go-to-guys and gals for the services and products you offer to the community. This is what sustains a company in the community and ensures an ongoing revenue stream for the company.

Being the community expert results in a large number of people searching for your company and brand when doing an Internet search—not just doing a generic internet search for a company to provide the services and products you offer, but rather, your brand is the search term they are using. Just imagine what it would be like if more consumers did an internet search for you that exceeded the general search of providers. This is community expertise and recognition of the highest order. As such, having a strategic plan to build this community recognition is important to sustain a steady flow of customers for the business.

In our present world, businesses often depend heavily on Google for their leads, and often this is a source that can be very pricey with the cost of Google AdWords. And it seems almost daily I am seeing where companies have been hidden by Google in the search. Imagine what would happen to your business if you dropped off the Google search tomorrow. Building local expertise is the best way to operate and sustain your business if Google decides to drop you from the search. How does a company build this recognized expertise in the community they serve? To become the community expert in the services you provide, your company needs to consistently demonstrate authority, reliability, and commitment to serving the needs of the local community. Here is a practical

strategic plan on how to achieve this:

Build Deep Local Knowledge of Your Market Area

• Know the local problems. For example, understand local building codes, common construction types, impacts from natural events and any insurance concerns your customer base may have.

• Become known by and recognized as an expert by related industries, government officials, building inspectors, and others that consumers may seek the advice of that will refer these consumers to you as the local expert.

• Create educational content. Write blogs, produce videos, and share social media updates about local issues related to your field of expertise.

• Host workshops or seminars for groups in your market area. Teaching is one of the best ways to become the recognized expert in your market area.

Position Yourself Everywhere in the Community

• Partner with community organizations. Sponsor local sports teams, participate in community festivals, participate in parades, and donate or volunteer with local charities. It builds your reputation as a community-minded and involved company.

• Join local trade and business groups such as your chamber of commerce, real estate groups, and local home builders’ associations.

• Get featured in local media. Offer yourself as a resource to local newspapers, TV stations, or podcasts when issues in your community come up that could benefit from your expertise.

• Start your own podcast or broadcast. With social media today, anyone can start their own outreach broadcasts.

Build and Showcase Social Proof of Your Expertise

• Collect lots of reviews and respond to each of them on Google, Facebook, Yelp, etc. Reviews that mention your great advice, quality of work, education, and problem-solving skills are great to accumulate.

• Get testimonials and case studies showing how you solved a specific problem for consumers.

• Show before/after photos of your work, certifications, and local awards on your website, Google My Business page, and social media.

• Build informative and easy to navigate websites and utilize social media on a regular basis. Doing this allows you to speak to your community in an effective manner.

Develop a Recognizable Brand of Authority

• Brand your trucks, uniforms, marketing, and correspondence professionally, people associate these things with expertise.

• Train your technicians to be educators and consultants, not just technicians. Consumers will associate this with expertise in your chosen trade.

• Invest in certifications and continuous education; these credentials build authority with consumers.

Answer Questions for Consumers

• Be active on local social media groups like answering homeowner questions on Next Door.

• Offer free phone consultations. Many times it may not lead to immediate work, but the knowledge you shared stays in their minds, and they share your opinions with others, often along with a testimonial to the value you provide.

Answer Your Phone Live and Respond Quickly to All Inquiries That Come to You by Email or Text

• Having a live and knowledgeable person answer your phone calls live is important. Consumers hate voice mail and often simply dial someone

else when their calls are not answered.

• Quickly respond to any text or email inquiries.

• Take care of any issues that arise. We all make mistakes, but the biggest and costliest mistakes are the ones we do not take care of quickly in a professional manner.

Keep Your Messaging Visible and Consistent With a Daily Plan of Action

• Expertise is about showing up on a consistent basis over time, not just something to do when your workload may be down and lagging.

The Best Business Card

• Everyone has a business card, but how many people keep the business cards they receive? If you want a business card that will blow people away, author and publish a book that shares your expertise and knowledge with others. Give this book to customers, potential customers, and others that you meet. Writing a book and becoming a published author will raise your expertise in the minds of everyone who sees it.

The Bottom Line

To become the community expert, you must do more than simply deliver great service and products; you must educate, lead, and be seen doing it repeatedly. Over time, consumers will begin to automatically think of your company first when your type of service is mentioned or needed.

It is just smart business to build your status as the local expert in the services you provide and the products you offer. Taking the necessary steps can be a process to catapult your business to the highest level in your local community. It shows your expertise and the services you provide that are of the best the consumer can get. It will enable you to command a higher selling cost and to drive up your profits. ■

HAPPY MEMBER-VERSARY!

45 YEARS

Rooftop Safety USA LLC

London Chimney Services, Inc.

Men At Work Chimney Sweeps

Rooftop Chimney Sweeps, LLC

40 YEARS

Abbey Road Chimney Sweep English Sweep Inc.

Glenn Holler Chimney Sweep

Hancock Chimney Service

Karl Mattes Company, Inc.

The Irish Sweep, Inc.

35 YEARS

Blackburn's Chimney Sweeps, Inc.

Swift Services, Inc.

Top Hat Chimney Sweeps

Weigner Chimney Service, Inc.

30 YEARS

Dusty Brothers, Inc.

Fiddler On the Roof Chimney Service

Sand Hill Wholesale & Mfg., Inc.

National Chimney Supply

Armstrong Duct, Vent, Hearth and Home

Custom Chimney Heating & Air, LLC

Jay Walker Enterprises, Inc.

Mad Hatter Chimney Sweep

Max The Chimney Sweep

Mr. Chimney

The Chimney Sweep & Duct Cleaning, LLC

The Clean Sweep, Chimney Cleaning & Repair

25 YEARS

Alpine Chimney Sweep Inc.

Chimney King, Ent.,Inc

Bulldog Chimney Sweeps, Inc.

20 YEARS

All Seasons Chimney, Inc.

Downeast Chimney Sweep Inc.

Chimney Cricket, Inc.

Oregon Chimney Sweep Association

Sweeps Luck Chimney Service

Mason's Chimney Service/ Certified Air Duct Cleaning, Inc.

Aelite Chimney Specialties

Holy Smoke Stove Fireplace Chimney, Inc.

Wisconsin Chimney Technicians, Inc.

The Mad Hatter of MO

Hutch's Chimney Stove Service

Superior Chimney Services Corporation

Z-Flex U.S. Inc.

Chimney Mechanix LLC

Country Chimney Sweeps

Cincinnati Chimney & Masonry Sweepnman, Inc.

James Ball Chimney Service

Olde Towne Chimney Sweeps Inc.

Chimney Doctors LLC

Firehouse Chimney Sweeps

Top Hat Stove & Chimney

Jamison Chimney Services

15 YEARS

Don's Chimney Care

Gannon Chimney Repair, Inc

All Gas Installation & Fireplace

Johnson Chimney Service

Safeway Chimney Sweeps

A-Z Chimney Sweeps & Repairs

CUI

Ace of Diamonds Chimney Sweeps

FireFox Energy Concepts, LLC

Merriman's Chimney Service

Hoosier Chimney Sweep

DS Machine LLC

Nader's Masonry Inc.

Sweep-A-Chim Chimney Service Co.

Chimney Sweeps Unlimited, Inc.

Chimney Heroes

Willy's Chimney Service

Rusty's Fire Place & Chimney

Batts' Chimney Service

Lucky Cricket Chimney Sweep

10 YEARS

Summit Sweeps, LLC

Southeast Hearth Patio and Barbecue Association

Aaron's Alternative Energy, Inc.

Merrill Sheet Metal

Northwest Fireplace & Chimney, LLC

Traditions Chimney Sweeps LLC

U.P. Chimney Inc.

Middle Georgia Chimney Sweeps, LLC

Century Chimney, Inc.

Wohler USA Inc.

Firesafe Chimney Services, Inc.

Monocacy Chimney Care, Inc

Chimney Works and Rocky Mountain Stoves and Fireplaces

Mid-Atlantic Masonry Heat, Inc.

Chimney Sweepers LLC

Michael's Chimney Service and Restoration

Archway Clean Sweep

Hi-Tech Home Services

Champ's Chimney Service

Chimney's RX LLC

A-1 Chimney Specialist

Chimney Sweep LLC

Handyman On Call

5 YEARS

A&A Chimney Sweeps and Fireplaces

Vintage Enterprises

DBA Millers Chimney

Northeastern Masonry & Chimney

Top Hat Chimney & Vent

Top Cat Chimney Sweep and Service

All About Chimneys, Inc.

Clean Sweeps Chimney Sweeping

Affordable Chimney Sweeps, Inc.

White Mechanical Inc.

Smokepipe Chimney Techs LLC

Big Sky Mtn Services DBA

Yellowstone Chimney

Chimney Professionals

Chimney Needs USA Inc.

AJT Complete Construction, LLC

Becker's Chimney & Roofing

VA Chimney and Roofing Services, LLC

DMV Chimney & Masonry Repair

Chimney.com

McNally Chimney

Air Flo Cleaning Systems LLC

Naperville Chimney Sweeps, Inc.

AllPhase Masonry & Chimney

Hill Country Air Duct and Chimney Sweeps

Son's Chimney

Allegiance Chimney Solutions

Chimspector Venting Specialists

Hygienic Air, Inc

C & M Fireplace and Chimney Specialists, LLC

Queen City Sweeps LLC

Chimney Fixers - Pittsburgh

REGIONAL UPDATES

REGION 2

Bill Thornton Region 2 Director

GGreetings from Region 2!

AT-LARGE

Lee Roff At-Large Director

We have been busy with our summer restoration work here in Pennsylvania. Business seems to be hit or miss across the region. My crew has a full schedule, but I’ve heard from others who are seeing things slow down. All the more reason to get involved in certification and training to step up your game in the products and services you offer to keep the phones ringing. The National Chimney Sweep Guild (NCSG) can help you with these decisions to change your company.

You’ve probably heard by now that the 2025 Chimney Expo in Oaks, PA has been canceled. Not what any of us wanted, but we looked at the numbers and listened to what members and exhibitors were telling us. It didn’t make sense to move forward if it wasn’t going to be a strong event. We don’t take these decisions lightly, and we appreciate the feedback that helped guide it.

That said, there are still plenty of ways to stay involved. The NCSG Facebook group is always active, and there’s good info being shared. If you’ve been thinking about joining a committee or attending a virtual mentorship event, now’s a good time to jump in. The Guild is what we make it, and it’s strongest when more of us show up and speak up.

Hope to see you in Kansas City for the 2026 Convention on February 24-28! ■

TThe most valuable part of my National Chimney Sweep Guild (NCSG) membership has been the professional community, mentorship, and access to shared knowledge.

Being able to connect with others in the industry— people who have already faced the challenges I’m working through—has helped me grow in ways I didn’t expect. The willingness of experienced members to mentor and share their time has made a real impact on both my personal development and my business.

The Technical Advisory Council (TAC) has also been a true lifeline. Without Royal Edwards and the guidance I received through the TAC, I honestly don’t think I’d still have a company today.

From education and certification to camaraderie and mentorship, NCSG continues to raise the standard for our industry, and I’m proud to be part of it as your At-Large Director and Marketing Committee Co-Chair. ■

UPCOMING EVENTS

CSR 360° (In-Person)

September 15-16, 2025 | West End Brick & Fire, Rancho Cucamonga, CA

Tailored for the chimney industry, CSR 360° is a comprehensive, two-day training that equips participants with the knowledge and confidence to excel in their customer service representative roles.

Q4 Micro-Mentorship Roundtable

"Since taking the CSR 360° course, I have seen so much growth in my ability to successfully book customers. My booking rate is consistently higher than it was before I started working with Lauren. She gives concrete tools and steps that I was able to put into place and utilize on a daily basis."

—Joana

Bening, Rooftop Chimney Sweeps

September 30, 2025 at 6:00 pm EST | Virtual/Zoom

This networking opportunity helps new chimney sweeps build their professional network while experienced members pay it forward by sharing their wisdom and life lessons.

2026 NCSG Convention & Trade Show

February 24-28 | Kansas City, MO

Let's turn up the heat together—whether it's pushing the limits of your business, embracing new techniques, or fueling your professional fire. Registration opens on Black Friday (November 28).

CALL FOR SPEAKERS

TThe National Chimney Sweep Guild (NCSG) is now accepting speaker proposals for the 2026 NCSG Convention & Trade Show in Kansas City, MO.

This year’s theme is Turn Up the Heat, and we’re looking for presenters who bring energy, insight, and useful takeaways to the classroom. Whether you’ve been in the industry for decades or have a fresh perspective to share, we want to hear from you.

Teaching at convention is a great way to give back to the industry and connect with chimney professionals from across the country. Many past speakers say it has opened the door to new business and valuable professional relationships. Plus, selected presenters receive free convention registration (a $500 value) and one complimentary hotel night per speaking day.

We’re interested in a wide range of topics—everything from chimney construction, relining, flue liners, sweeping techniques, and system installations to safety, codes and

standards, customer service, and business development. We also welcome sessions on emerging tools and technology, including artificial intelligence, marketing strategies, and communication skills.

Whether your expertise is highly technical or geared toward running a better business, your knowledge could make a big impact.

Proposals are due Friday, August 22. Submissions should include your session title and description, speaker bio and headshot, A/V needs, and contact information. The NCSG Speaker Selection Committee will review all proposals in September.

Submit yours at ncsgconvention.org or scan the QR code above. Let’s turn up the heat in Kansas City!

If you're interested in joining the Speaker Selection Committee, please contact Brittney Burton, NCSG membership and events coordinator, at bburton@ncsg.org. ■