Women in HVACR & the Art of Smart Marketing with Ruth King

In this episode of The Kee to Growth Podcast, Jen McKee sits down with Ruth King—a powerhouse in home services and a true trailblazer for women in HVACR. From her beginnings in the industry in 1987 to co-founding Women in HVACR, Ruth shares the "messy middle" of starting an organization that has grown from awarding a single $1,000 scholarship to distributing $55,000 in scholarships. The conversation explores the importance of creating intentional communities, especially for those forging new paths in male-dominated industries, and how leadership grounded in connection fuels sustainable growth. The episode moves into the realities of financial management for service-based businesses, with Ruth debunking common myths and advocating for accrual-based accounting as the foundation for profit-first clarity. She explains why most business owners are running their companies "out of a checkbook" and offers tactical advice for moving toward financial alignment. Her insights call out the dangers of using generalized AI tools (like ChatGPT) for financial decisions, underscoring the need for industry-specific solutions to interpret P&L statements meaningfully. Jen and Ruth don't shy away from the emotional and cultural aspects of growth, covering imposter syndrome and the challenges of communicating value in pricing. They discuss the fine line between offering "loss leaders" and creating sustainable offers that actually serve customers. The conversation keeps it real about using branding, storytelling, and systems to elevate both your numbers and your mindset—with a recurring emphasis that business grows at the speed of your own healing and self-leadership. Tying it all together, the episode unlocks tactical marketing strategies that go beyond guru lingo. Ruth breaks down the reality behind advertising spends, the importance of open book management, and the balance between time and money as resources shift during the business journey. The episode closes with actionable takeaways: measure what matters, invest wisely (both time and dollars), and above all—consistently do the work, learning from every test along the way. Episode Topics and Timestamps: 00:00 – Welcome to Kee to Growth and the launch of The Growth Experience conference 02:10 – Ruth King's intro, industry background, and co-founding Women in HVACR 03:35 – Early days of Women in HVACR and why it was needed 07:15 – Why graphs are game-changers for financial clarity 10:26 – Pitfalls of running a business on a cash basis and the importance of accrual accounting 12:11 – How to evaluate your marketing spend and calculate ROI beyond the top line 16:03 – Brand-building spend vs. lead-gen marketing—the "dartboard" dilemma 20:56 – Pricing strategies, profit margins, and when to raise prices intentionally 24:17 – Open book management and culture-building rooted in profit transparency 29:03 – Is there a one-size-fits-all answer for your marketing budget? (Spoiler: No, but you'll get a framework) 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/