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JANUARY 2026

THE WORK YOU DON'T SEE

SWEEPING THE JOURNAL OF CHIMNEY AND VENTING TECHNOLOGY

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TABLE OF CONTENTS 12

Fighting Fraud and Fake Actors in the Chimney Industry Some NCSG members are exploring an industrywide intiative to address this growing issue.

VR Training That Fills the Application Gap Bridging the gap between technical knowledge and confident, safe chimney work.

Leveraging Social Media To Grow Your Business Social media is where homeowners learn to trust your business.

7 The Work You Don't See Committee work shapes nearly everything members experience through the National Chimney Sweep Guild. We invite you to join a committee in 2026!

Convention Registration Is Open Now! Rates will increase again after January 31. Register today for the largest gathering of chimney sweeps of the year in Kansas City!

Save 50% on the CCP Exam at Convention Beta testing give up to 60 people the opportunity to take the CCP exam for half price this spring.

The Conversation That Can Skyrocket Your Business Start offering options, not ultimatums.

General vs. Professional Liability for Chimney Sweeps Both protect against lawsuits, but they cover very different types of risk.

How To Evaluate Your Past Year's Performance Understanding how to refine operations, improve profitability, and plan for the next year.

Once a Sweep, Always a Sweep Retired member Thomas Rhines reflects on nearly four decades in the trade.

J A N U A RY 2026

Darwin Award

Have you ever seen some interesting things on the job?

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

SWEEPING THE JOURNAL OF CHIMNEY AND VENTING TECHNOLOGY

NATIONAL CHIMNEY SWEEP GUILD 1255 SW Prairie Trail Parkway Ankeny, Iowa 50023-7068 (317) 837-1500

January 2026, Volume 50 #1

Staff Kailah Schmitz, CAE, Executive Director director@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!

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

On the Cover: The future CEO of Flue Pros Chimney in Mount Solon, VA. "Shows up late, demands snacks, works for stickers... Flue Pros is in good hands!" Photo courtesy of Christian Smith/Flue Pros Chimney

NCSG SWEEPING MAGAZINE

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. © 2026 National Chimney Sweep Guild

LETTER FROM THE PRESIDENT

This month’s issue of Sweeping magazine focuses on our board and the committees that serve you. Voting is open now for the 2026-2027 National Chimney Sweep Guild (NCSG) Board of Directors. If you live in Regions 2, 4, or 6, you're electing one regional director for your region only. All members in all regions are voting for one at-large director. The board will appoint one additional at-large director. Please check your email for the link to vote and make your voice heard. Our Guild is dedicated to promoting excellence, safety, and education within the chimney and venting industry. We advocate for all sweeps and provide many resources for our member companies. Governance and strategic direction are provided by the board and various committees, each with specific roles and responsibilities to ensure the effective operation of the Guild.

By Bill Thornton, President, National Chimney Sweep Guild

Our elected board serves as the main governing body of the Guild. It is responsible for setting the overall vision, approving policies, overseeing financial matters, and ensuring that the Guild stays true to its mission. Remember, our mission is “to promote safety, education, certification, business development and advocacy for the chimney and venting industry.” I hope you will read the article starting on page 7 and that it will spark your interest in joining one of NCSG's committees in 2026. By volunteering on a committee, you are a building block that helps set the tone for our entire industry and trade. If you are ready to get involved this year, please fill out the interest form on our website at ncsg.org/membership/join-a-committee. As your president, serving on the NCSG Board of Directors is rewarding, and I've made many friendships over the years here in the United States and globally. This is a rewarding trade, and this guild has helped me with many decisions for the better in my life as a sweep. ■

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JAN

FEB

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Attend the 2026 NCSG Convention & Trade Show on February 24-28 in Kansas City! Vote in the 2026-2027 NCSG Board of Directors election by January 26.

APR Sign up your office staff for a CSR 360° class this year.

JULY

Apply to take your NCSG certification exam.

MAY Give back to the industry by volunteering to serve on a NCSG committee!

AUG

JUNE Save the TAC phone number in your phone ahead of the busy season for technical advice just a phone call away.

866-283-8667 NCSG TAC Line

SEP

Sign up for NCSG's virtual reality program and complete your first training module. Network with fellow members at the FREE virtual mentorship event on July 8.

OCT Save the new Manual Library password (sent via email) and upload any manuals you have!

Renew your NCSG membership before September 30.

NOV

DEC

Start holiday shopping from the Sweep Shop for that special sweep in your life!

MEMBERSHIP UPDATE The Work You Don't See By Sydney Kaizer, Director of Marketing and Communications, National Chimney Sweep Guild

Before a new class hits the education calendar or advocacy alert reaches members, someone has already put in the work to make it happen. That "someone" is often a committee volunteer. The National Chimney Sweep Guild (NCSG) runs on the energy of its members. Each committee brings together people who care about the future of the chimney and venting industry and want to make a difference beyond their own businesses. Their work isn’t flashy or visible most days, but it shapes nearly everything members experience through the Guild.

Advocacy Committee » For sweeps who like tracking codes and industry trends. A good match for anyone who wants to help represent the trade in bigger conversations. When codes change or legislative issues arise, the Advocacy Committee is there to organize a response on behalf of chimney professionals. This committee also monitors codes and standards by holding a seat on NFPA 31, 54, and 211. The NCSG maintains international relations with the help of the Advocacy Committee through collaboration with the European Federation of Chimney Sweeps (ESCHFOE) and Canada's Wood Energy Technology Transfer (WETT). "Serving on the Advocacy Committee connects NCSG members with active leaders," said Debbie Wiedwald, the committee's chair. "The committee is comprised of industry leaders who care about regulations affecting the future of the chimney sweep industry."

Certification Committee » For sweeps who enjoy helping others learn the right way to do the job. A good fit for people who

like technical accuracy and supporting the next generation of professionals. The Certification Committee focuses on protecting the value and credibility of NCSG's three accredited certifications. The committee's work supports the standards behind the Certified Chimney Professional (CCP), Certified Chimney Reliner (CCR), and Certified Chimney Journeyman (CCJ), helping them remain relevant, respected, and consistent across the industry. Committee members review testing processes, certification requirements, and recertification policies. They look closely at how certifications align with real-world work and evolving codes. When updates are needed, this group helps guide those changes thoughtfully, with input from experienced professionals who understand the trade.

Education Committee » For sweeps who like teaching, sharing what they’ve learned, or trying out new training tools. Great for anyone who enjoys helping others understand the how and why behind the work. Education is one of the most active and fast-moving areas of Guild work. Behind the scenes, Education Committee volunteers and staff stay busy with everything from virtual reality (VR) development to onsite class planning. The VR program is currently the Guild’s largest educational project. NCSG Director of Education Jonathan Erdman described it by saying, “When you step into the virtual chimney world, you find yourself in a virtual customer’s home. But that environment took a very long time to create.” The process mirrors developing a video game, and a design and illustration team meets once a week

J A N U A RY 2026

with a group of chimney experts to develop the most recent learning module for inspecting gas appliances.

creating a good experience for everyone involved.

The Education Committee meets monthly to review all active projects, including updates to the apprenticeship program. Jonathan said the goal is “to formalize what the US government recognizes as a path to journeyman in the industry.” When asked what excites him most about NCSG’s educational growth, Jonathan said, “NCSG doesn’t need to reinvent the wheel on anything the industry is already providing.” He pointed to the HAM House class as a niche example that fills a gap. But for him, the most rewarding part is people. “It’s honestly only as good as the person leading it,” Jonathan said. “Our industry is so good because the people are amazing. Truly amazing.”

Events Committee » For sweeps who enjoy planning, staying organized, and making things run smoothly. Ideal for people who like pulling pieces together and

From the national convention (coming up in February this year!) to smaller educational gatherings, the Events Committee helps shape how members come together in person (and occasionally virtually). This group focuses on planning, logistics, and the overall experience for attendees, speakers, exhibitors, and sponsors. Committee members weigh in on session flow, scheduling, room layouts, and what makes an event feel organized instead of overwhelming. They work closely with staff and other committees to support education goals while keeping events practical and enjoyable.

Marketing Committee » For the storytellers: sweeps who enjoy taking photos on the job or explaining chimney work in simple, helpful ways. The Marketing Committee focuses on helping NCSG members stay informed and connected. Committee

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NCSG SWEEPING MAGAZINE

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members brainstorm ideas for Sweeping magazine, social media posts, and website updates, and they work with other committees to make sure new programs and events reach the right people.

and where communication or processes can improve. They often serve as a sounding board for member feedback and help identify ways the Guild can better serve its community.

Marketing Committee Co-Chair Lee Roff said his work on the committee helped him appreciate that “we are not just a collection of individuals with similar skills; we are part of a vibrant network that supports one another and advocates for our profession.”

How It All Connects

Membership Committee » For sweeps who enjoy meeting people, building relationships, and helping others feel connected to the Guild. The Membership Committee focuses on the people side of the Guild. Its work centers on recruitment, retention, and helping members feel connected and supported throughout their membership with NCSG.

The work of these committees connects in countless ways. Marketing helps tell the stories that Membership builds. Education provides the training and resources that Certification upholds. Events brings everyone together to learn and connect. Behind each program is a group of volunteers who want to lift the industry as a whole. If you’d like to be part of that work in 2026, visit ncsg.org/membership/join-a-committee to learn more and submit an interest form. ■

Committee members look at how new members are welcomed, how long-term members stay engaged,

J A N U A RY 2026

REGISTRATION IS OPEN NOW! FEBRUARY 24-28, 2026 • KANSAS CITY, MO

REGISTER NOW: Register by January 31 to save $50 per person! Scan the QR code or visit ncsgconvention.org to register today.

NCSG SWEEPING MAGAZINE

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• Masonry inspection and basic repair steps. • Prefabricated fireplace inspection and fault checks. • House pressure testing and draft diagnostics. Whether you’re entering the trade or sharpening your skills, this training breaks down complex procedures into clear, repeatable steps you can practice until they stick.

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MARKETING UPDATE Fighting Fraud and Fake Actors in the Chimney Industry By Taylor Hill and Carter Harkins, FutureNow Marketing

A growing number of chimney professionals are being undercut and undermined by something that isn’t competition at all: fake businesses abusing Google’s local listings. These aren’t real chimney companies. They use false addresses, bought reviews, stolen photos, and bait-and-switch tactics to trick homeowners, siphon leads, and then damage trust in all chimney professionals when things go wrong. Some National Chimney Sweep Guild (NCSG) members are exploring a potential industry-wide initiative to address this growing issue, and we’d like to hear directly from our members about their interest and willingness to participate if such an effort moves forward. There is a third-party service that specializes in identifying fraudulent listings, fake reviews, and scam lead sources so they can file complaints with Google. This vendor uses objective, documented criteria—things like unverifiable addresses, clear misrepresentation, or fake review companies—to flag scams, not honest competitors. Options like this could allow our industry to collectively identify and report bad actors while protecting honest businesses. Here’s the key point: Any future effort would focus solely on removing fraudulent businesses that harm legitimate companies and mislead consumers. It would not involve discussions about pricing, territories, advertising strategies, or any other competitive decisions. Each company would remain fully independent and free to run its business as it sees fit.

NCSG SWEEPING MAGAZINE

Why are we exploring this? • To protect homeowners from being misled by fake or deceptive listings • To defend the reputation of the chimney and venting industry • To help ensure that companies who invest in training, insurance, licensing, and safety are not drowned out by scammers who invest in nothing but trickery At this stage, participation is not being requested; NCSG is simply gathering input to understand whether members see value in pursuing a coordinated approach, what level of involvement they might consider, and what questions or concerns they have. As this exploration continues, we’ll share updates and best practices to help companies recognize and report fraudulent listings in their own markets. If you’re interested in providing feedback, asking questions, or indicating whether your company might participate in a future fraud-prevention initiative, we invite you to reach out to an NCSG board member. Their contact information is listed on page 35. The bottom line is legitimate competition makes us all better. Fraud hurts everyone. NCSG is assessing whether a shared, industry-wide response is the right next step, and your input will help shape that decision. ■

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EDUCATION UPDATE VR Training That Fills the Application Gap Mike Christian, CEO and Co-Founder, From the Future

It's October in rural British Columbia. A technician is in the basement of an older home, looking at a free-standing wood stove that's been installed as a secondary heat source. The connector pipe passes through a wall into an old masonry chimney, and the homeowner has proudly built a beautiful wood storage alcove right next to the stove. The technician's flashlight beam lands on the wall thimble, and then on the wood stacked just inches from the stove body. An internal alarm bell goes off. The knowledge from training manuals says this is wrong, but how do you explain the complex fire risks of radiant heat and improper clearances to a homeowner who sees nothing but a cozy setup for winter? The customer is waiting. Winter is coming.

Turning Knowledge Into Confidence For years, our industry has built a rich library of educational resources. Online videos, in-person classes, and detailed manuals are essential for creating a foundation of knowledge. They teach us the principles of combustion, the codes we must follow, and the theories behind our work. This knowledge is indispensable. However, the challenge has always been applying that knowledge effectively in the field, especially when faced with a complex safety issue or a highpressure situation. How do you practice identifying clearance violations before you encounter them on a job? How do you build confidence diagnosing house pressure problems that cause backdrafting? This is the "application gap," the space between knowing what to do and having the experience to do it with confidence and precision.

NCSG SWEEPING MAGAZINE

Bridging the Gap with Virtual Reality The National Chimney Sweep Guild's (NCSG) virtual reality (VR) training system was designed to solve this exact problem. It serves as the bridge between theoretical knowledge and real-world application. VR provides a safe, simulated environment where technicians can gain hands-on experience without the risk of making mistakes on a customer's property or missing critical safety hazards. The platform currently offers a library of modules for wood-burning systems: • Masonry Fireplaces: Master the basics of inspecting masonry fireplaces and chimneys • Masonry Wood Inserts: Learn to evaluate wood stove inserts in open fireplaces, identifying and addressing potential issues

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Within these modules, technicians practice inspecting realistic systems and encountering scenarios and safety hazards they might not see for years on the job. They can adjust thimble heights, use VR tools to locate hidden breaches, assess clearance requirements, and document findings in a controlled environment. This exposure builds not just skill, but the confidence to handle any job with professionalism.

A New Era of Training The VR system makes every video watched and every manual read more impactful by providing the critical hands-on practice needed to solidify that knowledge. The result is a more competent, confident, and efficient technician. The platform is continuously expanding. The latest addition, a VR Gas Fireplace Training module, is coming soon. This will provide the deep, handson practice for gas fireplace service, from leak detection to complex diagnostics.

Experience the Future of Training The true value of this training is measured in the confidence of your technicians and the trust of your customers. It's measured in fewer callbacks, fewer missed safety hazards, and the ability to take on any job knowing your team is prepared. We invite you to experience it for yourself at the upcoming 2026 NCSG Convention & Trade Show on February 24-28 in Kansas City, MO. Step into the virtual world and see how this revolutionary tool can prepare your team for the real one. ■

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J A N U A RY 2026

MARKETING UPDATE Leveraging Social Media To Grow Your Business By Eric Ebbert, Vice President of Sales and Marketing, SaverSystems

If you’ve been in the trade long enough, you’ve probably heard some version of the question I got last week. Someone looked me straight in the eye and said, “Are chimney sweeps still a thing?”

messaging becomes clearer. You stop shouting into the void and start speaking directly to the person who needs you most. Write to the person who asked me, “Are chimney sweeps still a thing?”

That is exactly why social media matters. The work we do is essential, but the average homeowner does not understand what we see in flues every day. They have no idea how often we prevent carbon monoxide problems, chimney fires, or expensive structural damage. They do not know what creosote looks like or why a tiny leak in the crown can destroy thousands of dollars in masonry.

Pick the Platforms that Match Your Customers

That lack of awareness is the opportunity. Social media is where you inform, educate, and entertain. Those three things create attention. Attention creates trust. Trust creates business.

• Instagram: Visual storytelling. Before-and-after photos shine here. Do short, satisfying videos of repair transformations.

This is not about being “salesy.” It is about showing up as the subject matter expert in your community in a way people enjoy, respect, and remember.

Start by Understanding Your Audience Too many small businesses create content for themselves instead of the people they are trying to reach. Before you post a single thing, take a few minutes to imagine the homeowner on the other side of the screen. Think about the typical age range in your area. Think about income levels, the kinds of homes they live in, and what they worry about. Homeowners fear expensive repairs. They fear fire hazards. They fear hiring the wrong company and wasting money. They want a clean, safe, comfortable home. They want to protect their investment. They want someone knowledgeable who will tell them the truth even when the news isn’t pretty. When you understand these motivations, your

NCSG SWEEPING MAGAZINE

You do not need to be everywhere. You need to be where your customers actually spend time. • Facebook: Still the powerhouse for homeowners. Perfect for longer posts, photo albums, testimonials, and community groups.

• TikTok: Surprisingly effective for trades. Quick safety tips. Surprising facts. Day in the life content. Anything with a bit of personality. TikTok is the place to entertain while you educate. You should care about what successful brands in your life do. Watch how they speak to you. Pay attention to what makes you pause, smile, or click. Then translate that same emotional energy into your own content.

Content That Works People hire companies they trust, not companies that shout the loudest. Social media builds trust, reputation, and relationships when you consistently offer value. Here are the kinds of posts that build authority without feeling like ads. Brand storytelling. Your brand is not your logo. It is what your community thinks of you when they hear your name. Every post is a chance to shape that

perception. Authenticity is your personality. Control the narrative.

• Host open-house style events at your shop

Education. Homeowners crave guidance. Use social media, newsletters, blogs, and short videos to teach them.

• Support local fundraisers or sports teams

• How to recognize early signs of chimney leaks • How to do minor DIY maintenance safely • How creosote forms • What an annual inspection actually includes Safety tips. Remind them when to schedule inspections. Teach them the difference between a level 1 and level 2 inspection. Show real examples of issues you catch in the field. Before and after transformations. Visual proof is persuasive. It communicates credibility faster than any sales pitch. Customer stories. Real testimonials make people feel safe choosing you. Seasonal reminders. Sweeping season, storm damage season, wood-burning season. Give them reasons to visit your website or call you.

Use Your Whole Team If you have a receptionist, office manager, CSRs, or multiple techs, you already have a content goldmine. Everybody sees things you don’t. Ask your team to share interesting moments from the job site. Ask about questions customers repeatedly ask. Provide a space where people can pitch content ideas. Then schedule a few minutes each week to brainstorm as a group. Still, never shut off the idea machine entirely. The truth is your best ideas will come to you on a roof with a flashlight in one hand and a chimney cap in the other.

Collaborate in Your Community Build relationships with local partners who serve the same homeowners. • Real estate agents • Home inspectors • Roofers • HVAC technicians Create videos together. Trade content. Recommend each other. This builds credibility and extends your reach without paying for ads. • Also think beyond business partnerships. Build a community around your brand.

• Show up at home expos and fairs People remember the companies that show up, help, and educate.

Differentiate Yourself Chances are your competition is doing almost nothing online. That is good news for you. Watch what they do, but more importantly, pay attention to what they do not do. If they never show the inside of a chimney, do it. If they never talk about safety, you do. If they never introduce their team, you introduce yours with personality. The goal is simple. Give homeowners a reason to call you instead of them.

Measure What Matters Likes are good. Followers are better. Shares are gold. • Likes tell you someone cared enough to react. • Followers tell you someone wants to hear from you again. • Shares mean you created content valuable enough that someone wanted to show their friends. Shares are how your brand reaches hundreds of homeowners you never paid to reach. Track what performs well and repeat those themes. The more you study your own content, the smarter your marketing becomes.

Final Thoughts Social media is not the future of chimney sweeping. It is the present. It is the most powerful awareness tool you have, and most sweeps in your market will never take the time to use it consistently. That alone gives you an advantage. Show up with heart. Teach generously. Entertain a little. Educate a lot. Make people feel something. When homeowners feel connected to you, they will trust you. And when they trust you, they will choose you. If you become the expert in your community, you will never need to answer the question, “Are chimney sweeps still a thing?” again. They will already know. They will have seen you online. They will see you as the expert who keeps their home safe. ■

• Offer free fireplace and chimney safety classes or short webinars

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CERTIFICATIONS UPDATE Save 50% on the CCP Exam at the 2026 NCSG Convention By Jessica Thornton, Associate Director and Certifications Coordinator, National Chimney Sweep Guild

If certification has been on your list, the 2026 National Chimney Sweep Guild (NCSG) Convention & Trade Show in February is a smart time to do it. This year, NCSG is offering a limited number of discounted certification exam opportunities during proctored testing sessions at convention. You will already be there, the testing is set up on site, and you can take advantage of real savings without adding another trip or testing day to your schedule.

Why NCSG Is Offering This Opportunity As part of NCSG’s accreditation requirements, certification exams must be reviewed and updated every three years. This process includes beta testing new exam questions that have not yet been used on scored exams. Collecting performance data helps confirm that future exams are fair, accurate, and aligned with real-world chimney work, current codes, and industry standards. Rather than asking members to participate on their own time and at full cost, NCSG is building this testing opportunity into convention. For chimney sweeps pursuing CCP certification, that means significant cost savings. For those who are already certified, it is a chance to support the long-term strength and credibility of NCSG certifications..

For Members Who Are Not Yet CCP Certified We are looking for 60 people who have not yet earned their Certified Chimney Professional (CCP) certification. • Take the CCP exam during convention • Exam fee is half off the normal price » $249 (normally $499) for NCSG members

NCSG SWEEPING MAGAZINE

» $349 (normally $699) for non-members • Passing earns the same fully accredited CCP certification as the standard exam • Exam results may take up to one month This is one of the most cost-effective and convenient ways to earn your CCP without adding extra travel or paying full price.

For Members Who Are Already Certified We are also seeking experienced, already certified members to volunteer as exam testers so NCSG can collect data on new exam items for the Certified Chimney Reliner (CCR) and Certified Chimney Journeyman (CCJ). • 30 CCR-certified people to participate in CCR exam testing • 30 CCJ-certified people to participate in CCJ exam testing • No cost to participate • Participants must already hold the certification associated with the exam they are helping test

• These exams are NOT scored and do not result in a new or renewed credential NCSG recognizes the time commitment involved in volunteering during convention. CCR and CCJ participants are being asked to give their time solely to help improve the certification program, not to earn a credential or retake an exam for personal benefit. That contribution helps protect the value of NCSG certifications for everyone who holds them now and in the future.

Exam Dates and Times Proctored testing will be offered during two sessions at convention:

Why Take Advantage of This at Convention • Testing scheduled while you are already on site • Significant cost savings for CCP candidates • No extra travel or separate testing day • Full certification credit for CCP exam passers More details and sign-up information will be shared via email soon. If you already know you are interested or have questions, please contact jessica@ncsg.org. ■

• Tuesday, February 24 at 2:00 pm CST • Friday, February 27 at 9:00 am CST Participants will receive additional instructions closer to the event.

J A N U A RY 2026

FEATURE ARTICLE The Conversation That Can Skyrocket Your Business By Trent Simmons, Owner, Top Hat Chimney Sweeps

We've all been there. The homeowner calls you out, you meticulously perform your inspection, you find the issue—a cracked flue tile, a deteriorated crown, maybe a damper replacement is needed—and then you deliver your verdict. “Mrs. Smith, you must replace your flue liner. I wouldn’t sleep at night if I didn’t tell you this. It’s the only safe option.” As a seasoned chimney professional, you are confident in your diagnosis. You’ve been trained, certified, and you truly believe you are protecting the customer. In your mind, you are providing a professional recommendation. But to the customer, you've just handed them an ultimatum: Do this expensive, scary thing, or you are unsafe. For years, I operated this way. I assumed that because I was the expert they called, they simply wanted me to tell them what to do. My job was to diagnose and prescribe the single, "best" solution. And for years, our conversion rates were decent, but our average ticket size was stagnant. Before this mindset shift, our average ticket was stuck around $700.

The Problem with the "Must-Do" Mindset When we offer an ultimatum—a single, nonnegotiable solution—it shuts down the conversation. It often leads to one of two outcomes: 1. Compliance (reluctantly): The customer agrees out of fear or obligation, but often feels resentful or taken advantage of. They are unlikely to leave a glowing review or refer you. 2. Delay/Rejection: The customer feels overwhelmed by the price, wants a second opinion, or simply says, "Let me think about it."

NCSG SWEEPING MAGAZINE

You leave with no sale, and they are left with an unresolved safety issue. In both cases, you have missed a critical opportunity to build trust and value.

The Epiphany: Asking Better Questions and Offering Choices My business completely changed when I shifted my focus from "What does this fireplace need?" to "What does this customer want and need?" This shift starts with better questions and listening, turning a clinical diagnosis into a collaborative discussion. Instead of leading with the final recommendation, try these steps:

1. Start with the Customer’s Goal Before detailing the repair, ask about their intended use: • "What are you hoping to get out of your fireplace this season? Is it primary heat, or mostly ambiance for the holidays?" • "Is this a house you plan to stay in for the next 10-15 years, or is there a plan to sell soon?" • ”If you were to rate your fireplace from a 1-10 how would you rate it?” followed by “What would make it a 10?” This context is vital. The "best" solution for a house that is about to be sold might be a safetyfirst, cost-effective repair. The "best" solution for a forever home might be a higher-end, long-lasting investment.

2. Introduce the Power of Options Once you understand their goals, you can tailor

your professional recommendations. As a rule, your technicians should always offer the customer at least three distinct, professionally vetted options. These options should be structured to cover the spectrum of their needs and budget: • Good: We often call this “economy or patch” • Better: We get creative sometimes: “Almost everything you want” or 10 year warranty • Best: This one is almost always called “Your Dream Fireplace” or “Lifetime Leakproof Guarantee” By presenting choices, you accomplish several powerful things: • You Establish Authority: You demonstrate that you are a comprehensive professional who understands the full spectrum of solutions. • You Control the Price Discussion: The customer is no longer just seeing a high number; they are comparing values and making a choice within a defined range.

• You Empower the Customer: They are now making a confident, educated decision that aligns with their budget, goals, and comfort level, rather than being forced into a single choice.

The Result: Trust and Exponential Sales Growth When we started offering options, our sales conversion rates went up immediately. Customers felt respected, they understood the value proposition, and they often chose the "Better" or "Best" solution because they were in control. The results speak for themselves. Since moving away from ultimatums to offering clear, tiered options, our average sale has soared from $700 to $3,175. If you are currently diagnosing and delivering singular solutions, I challenge you to change your scripting today. Stop being an imposing car salesman and start being a trusted consultant. Start offering options, not ultimatums. Your customers, your team, and your bottom line will thank you for it. ■

J A N U A RY 2026

INSURED & INFORMED General vs. Professional Liability for Chimney Sweeps By Chris Van Leeuwen, Vice President of Professional Development, Veracity Insurance Solutions

As a chimney sweep, safety and precision are central to running a successful business. The same care applies to having the right insurance in place when something goes wrong. Most chimney professionals know about general liability and professional liability insurance, but the line between them can get blurry. Both protect against lawsuits, but they cover very different types of risk. Here’s what each one does.

General Liability What it covers: General liability insurance is designed to protect your business from claims of bodily injury, property damage, and personal or advertising injury that occur as a result of your operations. In simple terms, general liability responds if someone is injured or someone else's property is damaged as a result of your business and you are found legally liable. For example: • A technician drops a chimney brush from a ladder and cracks a customer’s tile floor • A ladder falls over and breaks a window • A customer trips over your equipment and sprains an ankle • Smoke damage occurs after you accidentally shut a flue during cleaning Each of these involves a physical accident or negligence causing damage or injury. General liability helps cover legal defense costs, settlements, or judgments up to the policy limits.

NCSG SWEEPING MAGAZINE

Professional Liability What it covers: Professional liability insurance, sometimes called errors and omissions (E&O) insurance, protects your business from claims arising from professional services, advice, or failure to perform your duties properly. While general liability covers accidents, professional liability covers mistakes in judgment, technique, or advice, the intangible risks that come with being an expert in your trade. For example: • You inspect a chimney and fail to identify a damaged liner. Months later, the homeowner has a chimney fire and claims your inspection was negligent. • You certify a flue as safe for use, but your report fails to spot a crucial defect that later leads to carbon monoxide buildup • You complete a Level II inspection and report the chimney is sound, but later the buyer finds that there is hidden flue damage that causes smoke and heat to escape into the walls, causing property damage and a claim of negligent inspection In a trade that blends hands-on labor with technical expertise, carrying both types of coverage is not an upgrade, it’s a necessity. Accidents and errors can happen in the same job, and having the right combination of insurance means one mistake does not erase years of hard work. All insurance policies contain conditions, limitations, and exclusions. Always refer to the policy for specific terms and coverage details. ■

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J A N U A RY 2026

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meet the director

Lee Roff At-Large Director and Marketing Committee Co-Chair What makes your company unique? At Lords Chimney, we consider ourselves a tech company that happens to specialize in chimney services. Our unique approach combines cuttingedge technology with traditional chimney care. We utilize advanced diagnostic tools and software to provide precise assessments and efficient services. This focus on technology allows us to enhance the customer experience, streamline operations, and ensure that every chimney we service meets the highest standards of safety and functionality. Our commitment to innovation sets us apart in an industry that often relies on outdated methods.

What does success mean to you as a business owner? To me, success as a business owner is about creating a lasting impact and establishing a reputation for excellence. It's not solely measured by financial gains, but by the trust and loyalty we build with our clients. When customers feel confident in our services and refer us to others, that is the true indicator of success. I strive to foster a company culture where employees are motivated and fulfilled, knowing they contribute to a mission that prioritizes quality and customer satisfaction.

What’s something people usually don’t know about you? Many people don’t know that I was an Army musician before transitioning into the chimney industry. While I no longer play music, my experience in the military shaped my work ethic and instilled a strong sense of discipline in my approach to business. This background has helped me develop a strategic mindset and a commitment to precision that I apply to every aspect of Lords Chimney. ■

Lee Roff owns Lords Chimney, which has been serving the Houston, TX community for 20+ years.

J A N U A RY 2026

NCSG SWEEPING MAGAZINE

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J A N U A RY 2026

COACH'S CORNER How To Evaluate Your Past Year's Performance By Jerry Isenhour, Coach and Consultant, CVC Success Group

Every successful home service company relies on an annual evaluation to refine operations, improve profitability, and plan the next year. An honest review of the previous 12 months allows owners to identify what worked, what broke down, and where opportunities lie. This process is not just about financial numbers; it’s about understanding the business as a whole.

lose money. The true measure of performance is profitability. The goal should always be geared to the net, concentrating strictly on the gross is form of insanity as a manager.

Here’s a deep, structured approach to evaluating a home service company’s annual performance.

• Net profit margin

1. Review Revenue and Growth Trends The first step in evaluating the year is to understand how revenue performed compared to expectations and prior years. Key metrics to analyze: • Total annual revenue vs. last year • Monthly and seasonal trends (strong months vs. slow months) • Average ticket size

• Gross profit margin (a good goal should be 40-60%) • Profit by job category (are you providing unprofitable services?) • Profit per technician • Cost of goods sold (COGS) trends • Overhead as a percentage of revenue • Waste costs for the year Why it matters: Profitability reveals whether pricing is accurate, costs are controlled, and production efficiency is improving or declining.

• Revenue per technician

3. Job Costing Analysis: The Heart of Operational Intelligence

• Revenue by service line (e.g., inspections, repairs, installs)

Accurate job costing is one of the most powerful tools in a home service business. It shows:

Why it matters:

• Which jobs were profitable

Revenue isn’t just a top-line number—it tells the story of your sales capacity, pricing accuracy, market demand, and how well your team converts leads into jobs.

• Which jobs consistently lost money

• Close rate on estimates

2. Analyze Profitability, Not Just Revenue A company can grow top-line revenue and still

What to review:

NCSG SWEEPING MAGAZINE

• Which techs are most efficient • If doing flat-rate pricing does it align with actual costs Evaluate: • Labor hours vs. sold hours

• Labor burden accuracy • Material usage and waste

AT A G L A NC E

• Equipment and vehicle cost allocation • Overhead per billable hour Annual job costing data helps determine whether pricing needs updating for the new year.

1. Review revenue and growth trends

4. Assess Team Performance and Capacity

2. Analyze profitability, not just revenue

A home service business is only as strong as its people.

3. Perform job cost analysis

Evaluate:

4. Assess team performance and capacity

• Technician performance (KPIs, callback rates, revenue/hour)

5. Review customer experience and reputation

• CSR performance (booking rates, speed to answer)

6. Evaluate marketing performance and lead sources

• Sales team performance (closing ratios, upsell rates)

7. Review operational efficiency and workflow

• Are jobs being accurately quoted?

8. Consider financial health beyond profit and loss

• Employee retention and turnover

9. Review training, certifications, and safety

• Training hours and skill development Ask:

10. Assess if strategic goals were achieved

• Did we have enough manpower? • Did we have the right people? • Did we meet demand or turn work away? Understanding labor capacity helps with next year’s hiring and training plan.

5. Customer Experience and Reputation Review

Analyze: • Total leads generated

Customer perception drives future revenue.

• Leads by channel (Google Ads, LSA, SEO, social, direct mail, realtors, chimney sweeps, etc.)

Key factors:

• Cost per lead

• Number of 5-star reviews

• Cost per booked job

• Review velocity (how often reviews come in)

• Cost per sale

• Customer complaints and resolutions

• ROI by marketing channel

• Callback rate

Ask:

• Repeat customer percentage

• Which channels produced the best return?

• Referral rate

• Which channels need to be adjusted or eliminated?

Customer experience trends reveal how efficiently the business is serving the market and highlight where improvements or training may be needed.

• Where should the company invest more next year?

6. Evaluate Marketing Performance and Lead Sources

7. Operational Efficiency and Workflow Review

Marketing can be one of the largest investments a home service company makes. Reviewing its performance is essential.

Operations determine how smoothly jobs move through the company.

J A N U A RY 2026

Review:

• Skills gaps

• Scheduling efficiency

Investing in training reduces errors, callbacks, and liability while improving job quality.

• Route optimization • Purchasing accuracy

10. Strategic Goals: Did the Company Hit Its Targets?

• On-time arrival rates

Look back at the year’s original goals:

• Use of software and automation

• Revenue goals

• Compliance with processes and SOPs

• Profit goals

Inefficiency is expensive. End-of-year evaluation identifies friction points that can be fixed for better productivity.

• Hiring targets

• Inventory control

8. Financial Health Beyond Profit & Loss A strong balance sheet reflects the true stability of a business. Review: • Cash flow and liquidity • Debt load • Equipment lifecycle cost • Emergency reserve funds • Monthly burn rate • Accounts receivable aging • Accounts payable trends A business with weak cash flow—even if profitable— cannot scale and grow.

9. Review Training, Certifications, and Safety Your business operates in high-risk environments. Reviewing safety and training is essential.

• Expansion or add-on services • Equipment purchases • Training goals Ask: • What goals were achieved? • What goals were missed and why? • What new opportunities appeared? This is where next year’s strategic plan begins to take shape.

Conclusion: The Annual Review Creates the Roadmap Forward Evaluating the past year’s performance is more than a paperwork exercise—it is a strategic process that sets the tone for the year ahead. When done thoroughly, it gives a business the clarity to: • Adjust pricing • Improve marketing efficiency • Strengthen the team

Examine:

• Increase profitability

• Injury reports

• Scale operations confidently

• Vehicle incident reports

The companies that conduct honest, data-driven annual reviews are the ones that grow consistently year after year and produce great returns. This increases the value of the business if there is a future decision to put the company on the market to sell. ■

• OSHA compliance • Certification renewals • Training hours completed

• Marketing goals

NCSG SWEEPING MAGAZINE

Member Spotlight

Once a Sweep, Always a Sweep Retired member Thomas Rhines reflects on four decades in the trade

When Thomas Rhines swept his first chimney on October 6, 1986, he was trained by “a one-legged man.” True story, he said, and one that set the tone for a career filled with character, camaraderie, and plenty of stories worth retelling. From that first job through his retirement in 2023, Thomas dedicated his career to servicing hearths and chimneys. “I don’t miss climbing ladders, walking roofs, nor running a business,” Thomas said, “but I do miss clients and educating customers.” Retirement hasn’t slowed his involvement in the chimney community. Thomas has remained active as a retired member of the National Chimney Sweep Guild (NCSG), a group he calls his “second family.” He’s missed only one NCSG Convention & Trade Show since 1998 (Reno) and still travels to industry events around the country, from the New York Chimney Sweep Guild workshops to The Gathering in South Carolina, Sweeps Week in Louisiana, and the Pennsylvania Guild of Professional Chimney Sweeps' spring workshops. Over the years, Thomas served on the NCSG Board of Directors from 2004-2007, attended Spazzacamini in 2006, and was part of the White House chimney sweeping team in 2017. He’s also a longtime collector of chimney sweep memorabilia, joking that “the expense of collecting chimney stuff is a business deduction, aka office décor.” Today, inspired by fellow sweep Jeff Gitlin, Thomas is donating pieces from his collection to benefit the industry.

REGION 4

“Check out the auctions at the aforementioned associations for my stuff and bid high!" he said. At $239 a year for retired members and just $125 for convention registration, Thomas plans to keep showing up. “See you all in Kansas City!” he said. ■

J A N U A RY 2026

UPCOMING EVENTS PA Guild Winter Training Days, Board Meeting, and Holiday Party January 23-24, 2026 | State College, PA Join the Pennsylvania Guild of Professional Chimney Sweeps for two days of training, holiday banquet, and board meeting.

Q1 2026 Micro-Mentorship Roundtable February 4, 2026 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.

Under Pressure: How Air Moves Through a Home February 7, 2026 | Asheville, NC This course breaks down how air movement and pressure affect combustion appliances and what you should be measuring during inspections. CEUs available for attending!

2026 NCSG Convention & Trade Show February 24-28, 2026 | 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).

NCSG SWEEPING MAGAZINE

REGIONAL UPDATES REGION 2

Bill Thornton Region 2 Director

Welcome 2026! In Region 2, most of us just encountered the first snowstorm and some chilly temps in early December. This event really got the phones ringing. Our last quarter kept us super busy, with long days and plenty of new hearth appliance installations. We stretched the masonry season too, due to the demand. The masonry will have to wait till spring now, and the white board is already filling up with rebuilds and crowns. One of our procedures is to sell the masonry job during the fall sweep visit, then take a small deposit to “hold a spot” for them in the spring. This seems to work for us, keeping the calendar full when it warms back up in late March. Training events in this region include Copperfield Academy on January 5-6 in Quakertown, PA for an inspection writing class. Then on January 23-24, the Pennsylvania Guild of Professional Chimney Sweeps will be holding our winter meeting with speaker Katie Poole. Come learn her story! This year it is at State College, PA, just a few hours from everyone in our big state. We will also be accepting Zoom registrations if you can’t make it in person. Sign up at paguild.org (click on Industry Professional > Events). ■

REGION 5

Roland Perez Region 5 Director

Our industry is growing, and that’s a win. With that growth comes more companies, more choices, and what we often call “competition.” But take a pause and ask yourself: is that business really your competition? Start by looking inward. What makes your company stand out? Maybe it’s the years you’ve proudly served your community. Maybe it’s the skill, care, and experience your chimney technicians and CSRs bring into every home. It could be the products you offer, the service you deliver, or the trust you’ve earned. When you focus on your strengths, competition shifts from pressure to motivation. And if you find an area that needs work, that’s not a setback—it’s an opportunity. Growth begins with honest reflection. Ask what you can improve, add, or strengthen to better serve your customers and your team. One last spark and a quick plug for the 2026 National Chimney Sweep Guild (NCSG) Convention & Trade Show, “Turn Up the Heat.” Can it help you? Absolutely. It’s where the best in our profession come together to connect, share ideas, and grow. Learn from veterans. Can the next generation inspire you? This is how we lift each other, strengthen our businesses, and build a future-ready industry together. ■

J A N U A RY 2026

NEW CERTIFICATIONS

from November 2025

Braden Benton Chim Chimney Joshua Buco Black Moose Chimney and Stove Warren Hammonds Allegiance Chimney Solutions Allen Leszynski CIgnite Chimney and Fireplace Christian Marquines Lords Chimney Eli Perr Flame Master Chimney Service Aldon Underwood Allegiance Chimney Solutions

WELCOME NEW MEMBERS! Chimneyz Renton, WA Join Date: 11/4/2025 Webster Chimney Works Antigo, WI Join Date: 11/13/2025 Juniata Chimney Sweeps Davidsville, PA Join Date: 11/14/2025 Rodstation USA New Bedford, MA Join Date: 11/18/2025 A.I.O. Pro Chimney St. Louis, MO Join Date: 11/18/2025 Helt Heat and Air Pryor, OK Join Date: 11/28/2025

NCSG SWEEPING MAGAZINE

2025-2026 Board of Directors President; Region 2 Director

Region 6 Director

Wissahickon Chimney & Fireplace wissahickonvalleysweep@yahoo.com

Professional Chimney Sweep prochimneymichaele@gmail.com

Bill Thornton

Michaele Dempsey

Vice President; Region 4 Director

At-Large Director

Blackburn’s Chimney Sweeps debbie@blackburnschimney.com

Smalling Masonry gary.smalling@smallingmasonry.com

Debbie Wiedwald

Gary Smalling

Treasurer; At-Large Director

At-Large Director

Fireside Sweeps firesidesweeps@comcast.net

Chimney Monkey brett@chimneymonkey.com

Steve Scally

Brett Conklin

Secretary; Region 1 Director

At-Large Director

Hudson Valley Chimney Service rmurphy@hudsonvalleychimney.com

Lords Chimney leeroff@lordschimney.com

Robby Murphy

Lee Roff

Region 3 Director

At-Large Supplier Representative

Chimspector drew@chimspector.com

KW DRAFT brianb@rmmanifold.com

Drew Stein

Brian Barclay

Region 5 Director

Roland Perez

AAA Home Services and Aaron's Chimney Services roland@myaaahomeservices.com

2025-2026 Committee Chairs Advocacy

Ethics

Membership

Blackburn’s Chimney Sweeps

AAA Home Services

Professional Chimney Sweep

Debbie Wiedwald

Roland Perez

Michaele Dempsey

Bylaws

Events

NFPA 211; NFPA 54

Chimney Monkey

KW DRAFT

SureFire Training Academy

Brett Conklin

Brian Barclay

Jim Brewer

Certification

Governance

NFPA 31; Tech. Advisory Council

Total Chimney Care

Hudson Valley Chimney Service

Fireside Sweeps

Steve Sobczak

Robby Murphy

Steve Scally

Education

Marketing

UL 1390; UL 1391

Smalling Masonry

Lords Chimney

Freeman Fire

Gary Smalling

Lee Roff

Brett Conklin

Dan Freeman

Chimney Monkey

J A N U A RY 2026

National Chimney Sweep Guild 1255 SW Prairie Trail Parkway Ankeny, Iowa 50023-7068