Jackie Sorensen's Unfiltered Marketing Moves: The Secret Sauce Behind Her HVAC Growth

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Jackie Sorensen—third-generation owner of an 80-year-old HVAC company and the powerhouse behind the "Jackie H Vaci" brand. Jackie opens up about her journey from fresh-out-of-school tech to owner, including what it was like to carry her family's legacy while making it her own. She and Jen discuss the very real challenges of stepping into leadership, especially as a woman in the trades, and the mindset shifts and intentional boundaries that powered her growth along the way. Jackie and Jen get real on what it means to balance tradition with innovation as a legacy business owner. Jackie shares how she brought her company into the digital age, persuaded her dad to go "online" before it was cool, and why human connection—online and off—matters most in home services marketing. You'll hear how personal branding, community involvement, and creating space for others (especially women) in the industry became part of her secret sauce for sustainable business development. On the marketing front, Jackie goes tactical, unpacking how leveraging social media, bold billboards, and community outreach has transformed her company's presence. She explains how supporting techs who want to post online can grow your brand from the inside out, and how standing out at expos and trunk-or-treats (with a little leopard print flair) builds genuine local connections. The team's annual "Hot Mama Giveaway" is highlighted as a powerful example of community-driven, value-aligned marketing. If you're looking for inspiration on blending hard business skills with honest reflection—and actionable tips for growing a business you actually believe in—this episode is for you. You'll come away with practical advice on sustainable growth, authentic marketing, and embracing the messy middle of entrepreneurship (even when the ROI isn't easy to measure). Timestamps 00:00 Early Social Media Presence Insights 05:18 Family Business Takeover Dilemma 07:11 "Embrace Technician Branding Collaboration" 09:57 Enhancing Social Media Retention Tools 14:03 Creative Branding with Stickers & Air Fresheners 16:51 "Creative, Playful Billboards Success" 21:38 Father's Struggle with Appearance 23:11 Challenges in Tracking Marketing ROI 26:30 "Balancing Work and Family Life" Connect with Jackie Sorensen and Source and Heating: Facebook: https://www.facebook.com/thorsonheatinginc Website: https://www.thorsonheatinginc.com/ You can also find Jackie as "Jackie H Vaci" on TikTok, Instagram, and Facebook. 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/