Data, Grit & Branding: How the Mahaffeys Turned a Stagnant HVAC Business Into a Modern Success Story

On this episode of The Kee To Growth Podcast, host Jen McKee sits down with Jay and Amanda Mahaffey, the powerhouse duo behind the transformation of Tuck and Howell, a legacy HVAC and plumbing company. This episode goes deep into what it really looks like to acquire a "stuck in the 80s" business, face negative numbers, and rebuild from the ground up with unwavering resilience, a modern marketing plan, and an unshakeable commitment to both numbers and people. Jay shares his journey from working in the trades as a child to eventually buying back his family's business, while Amanda offers a candid look at transitioning her background in accounting into the world of home services—where managing cash flow, plugging financial "leaks," and setting intentional boundaries became non-negotiable for survival and growth.   Listeners will hear the honest story of their acquisition—including buying a failing company with a negative 11% net income—what it takes to get buy-in from family, and the high-stakes reality of selling cars and liquidating retirement funds to make it work. Amanda and Jay talk about the messy middle: those first tough years when you have to plug holes, build a brand, modernize your tech stack, and get crystal clear on your values and numbers, all while learning marketing on the fly. Their decision to prioritize brand building over quick lead generation is a game-changer, revealing the long-term benefits of strategic investments in branding, rebranding, and storytelling as the foundation for attracting both customers and top talent.   You'll hear behind the scenes of Tuck and Howell's social media journey—how they went from old-school word-of-mouth to having a flood of new hires and leads from their online presence, thanks to actionable content and authentic storytelling. Jay and Amanda share how they leveraged mentors, conventions, industry podcasts, and specialists in SEO, PPC, and LSA to turn their marketing spend from a cost center to a strategic growth engine. They break down how they determined their marketing budget (from 2% to a bold 7% of revenue over a few years), and why knowing your numbers and tracking your ROAS is non-negotiable for sustainable business development. The episode dives into self-leadership, the emotional depth required to lead a team through change, and the power of community engagement. From hiring a "Fun Fairy" who lifts internal culture and manages grassroots marketing, to giving back through charity installs and local events, Jay and Amanda reveal how meaningful, visible community involvement fuels both word-of-mouth and personal fulfillment. This is a masterclass in intentional growth—one where the messy middle isn't something to hide, but the secret ingredient in building the "how" behind your business, your brand, and your life.   Timestamps & Topics   00:03:14 - The strategy: Business plans, reading Dan Antonelli's brand book, and that first big leap 00:04:45 - Rebranding, choosing software, focusing on data, and the earliest marketing steps 00:06:03 - Social media as a recruiting and branding tool: Working with Kee Hart Marketing 00:10:44 - Making tough investments while in the red, managing risk, and knowing your financials 00:15:08 - Growing the marketing budget: From 2% to 7% and finding the right specialist partners 00:17:32 - Shifting to marketing strategy: Tracking ROI, stopping campaigns, and building accountability 00:22:02 - The "Fun Fairy": Elevating team culture and community engagement as organic marketing 00:24:58 - Charity, community presence, and turning good deeds into meaningful storytelling (and content)   Follow Tuck and Howell online to see how they're redefining what modern trades marketing looks like: 👉 Website: tuckandhowell.com 👉 Facebook: facebook.com/tuckandhowell 👉 Instagram: @tuckandhowell 👉 YouTube: Tuck and Howell Channel 👉 LinkedIn: Tuck & Howell Plumbing, Heating & Air   Meet Your Host: Jen McKee   Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!   Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.   The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com   This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/