The Kee To Growth

In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Westie Magnuson, co-founder of HireAligned, for a deep dive into the realities of hiring, recruitment, and culture-building in the home services trades. The conversation explores the practical side of scaling a team as you grow your leads, drawing on Westie's extensive experience with plumbing and HVAC companies and his journey into talent acquisition. Jen and Westie reflect on how their panel appearance at Service World Expo brought up themes of imposter syndrome and the importance of aligning your expertise with industry needs. A key theme throughout the episode is how recruiting in home services is much more than just posting job listings—it's about building intentional boundaries, staying present in your local community, and leveraging both hard and soft skills to create a culture people genuinely want to join. The discussion explores actionable recruiting strategies, from one-to-one interactions at supply houses and local lunch spots to boosting personal social media presence. They emphasize the power of authentic storytelling and celebrating team wins on social media to attract top talent, noting that candidates often resonate more with individuals than strictly corporate profiles. The episode also touches on the messy middle of managing a fast-growing shop, including the urgent, human side of hiring under pressure and the emotional toll it can take on leadership. Westie shares hard truths about the realities of hiring from various pools—those with no experience, new graduates, and those already working elsewhere—framing growth points rather than pain points and discussing the impact of industry trends like acquisitions and rollups. Together, they talk through the role of clear communication for retention and the necessity of being proactive about team needs instead of always reacting to vacancies. Rounding out the conversation, Jen and Westie connect hiring to marketing strategy, highlighting that speed to lead is as vital in recruitment as it is in sales. Westie offers tactical, non-traditional channels for generating more calls—including yard signs, door hangers, and field service reps—which require an intentional approach but often yield strong, lasting results. The episode closes with a reminder that genuine curiosity and a willingness to move quickly are keys to sustainable growth in both marketing and recruiting. Timestamps and Topics Discussed 00:01 Introduction to Westie Magnuson and his background in the home services industry 02:27 Lessons learned scaling a company from 30 to 90 employees and writing about culture-based hiring 03:22 Service World Expo panel—navigating imposter syndrome and industry trends 06:30 Most common hiring and culture questions from contractors and business owners 07:10 On-the-ground recruiting: connecting at supply shops, lunch spots, and through curiosity 08:32 The role of personal and company social media in attracting top recruits 10:26 Framing marketing and recruiting as parallel processes and the power of one-to-one outreach 13:03 The challenge and opportunity of hiring trade school graduates and building team bandwidth 15:42 Building an intentional, communicative culture and setting clear expectations for new hires 18:18 Speed to lead in recruiting—reducing friction and making fast, informed hires 26:27 Non-traditional channels for marketing and lead generation in the trades (yard signs, door hangers, field service reps) Connect with Westie Magnuson: Linked In: https://www.linkedin.com/in/westiemagnuson/ Facebook: https://www.facebook.com/westiemag Instagram: https://www.instagram.com/westiemag/ Connect with Hire Aligned Instragam: https://www.instagram.com/hirealigned LinkedIn: https://www.linkedin.com/company/hirealigned/home/ Website: https://hirealigned.com/Email Contact number: [email protected] Contact Number: +19714646245 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Stephanie Allen, co-founder of Airworks, Fuel, and Just Start AI. Stephanie shares her journey of building a personal brand while leading a family-run HVAC and plumbing company in Southern California. The discussion dives into the reality behind scaling a service-based business, including the ongoing process of continuous improvement, the emotional highs and lows of entrepreneurship, and how authentic leadership creates intentional boundaries that sustain growth. The conversation focused on Stephanie's mindset as a visionary, her willingness to try new strategies within Airworks, and her habit of iterating and improving through data-driven decisions. She explains how testing, failing, and refining different business approaches has unlocked opportunities for both her team and the company. One concept discussed was the importance of closing the feedback loop by analyzing the data following every experiment—not just trying random tactics but integrating the lessons into future strategies for sustainable development. A key theme that emerged was leveraging AI and automation to create genuine impact, not just chasing the latest trends. The episode explores how Stephanie turned intelligence gathered from tools like ServiceTitan and Claude into actionable insights that motivated her team and raised the company's performance. The role of personal branding is also front and center: Stephanie recounts how sharing her journey allowed her to connect, collaborate, and learn from others—fueling further innovation both for herself and Airworks. The discussion explored Fuel, Stephanie's new venture built on the idea of helping small and medium-sized businesses (SMBs) create business models worth keeping, not just selling. It's a movement that prioritizes contribution, optionality, and community over competition. Listeners will learn how creating intentional boundaries, celebrating team wins, and balancing hard skills with the realities of self-leadership can accelerate meaningful progress—both personally and within a business. Timestamps & Topics 00:00 Introduction to Stephanie Allen and her background in the trades 01:14 The visionary mindset and trying new strategies in business 04:09 Applying continuous improvement and processing change hands-on 06:08 Data-driven decisions and creating traction in operations 08:05 Website evolution, leveraging technology, and AI for business growth 12:00 How tracking the right metrics and automating alerts changes team performance 16:15 The AI barbell theory: balancing human development with technology 18:14 Building a personal brand: impact, mission, and authenticity 26:07 The origin and vision for Fuel: building businesses worth keeping 31:15 Creating community, optionality, and leveraging collective intelligence for legacy businesses Connect with Stephanie Allen: Linked In: https://www.linkedin.com/in/mrsstephallen/ Connect with JustStart AI: Website: https://www.linkedin.com/company/juststartai-io/ Connect with AirWorks Solutions Facebook: https://www.facebook.com/AirWorksSolutions Instragam: https://www.instagram.com/airworks_solutions/ TikTok: https://www.tiktok.com/@airworkshvac Youtube: https://www.youtube.com/@AirWorksSolutions LinkedIn: https://www.linkedin.com/company/airworks-solutions/ Website: https://airworkssolutions.com/ Contact Number: 805-754-6468    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/  

On this episode of The Kee To Growth Podcast, Jen McKee sits down with Megan Ohlmann of Action Air Plumbing and Septic in Lubbock, Texas. Megan shares her journey shifting from higher education to running a family-owned trades business alongside her husband. The conversation focused on the challenges and opportunities of forming a new entity after decades in the industry, and how stepping into intentional marketing and branding made all the difference in their rapid growth. One concept discussed was the early realization that the company did not have as much brand equity as they thought, leading Megan and her team to invest immediately in a bold rebrand. The discussion explored strategic decisions like choosing highly visible truck wraps and prioritizing employee and customer experience as the foundation for growth. Megan emphasized that marketing is not just about ads but includes every customer touchpoint—from how phones are answered to how technicians leave the home better than they found it. A key theme that emerged was the importance of building authentic connections both with employees and customers. Megan shared tactical ways to stand out, such as personalized review cards, maintaining high standards for service, and creative community outreach events like Touch a Truck. She highlighted how fostering a culture of vulnerability and willingness to try new things has made her team more engaged and the brand more memorable. The episode rounded out with a candid look at current marketing realities for home service businesses. Several points were raised, including the necessity of diversifying lead sources beyond Google, investing in brand-building across platforms, and making use of repeatable, memorable direct mail campaigns. Megan's approach blends strategy, humor, and genuine care for people, offering a roadmap for growth rooted in both strong systems and soft skills like adaptability and humility. Timestamps 01:25 Introduction to Megan Ohlmann and Action Air Plumbing and Septic's backstory in Lubbock, Texas 02:40 Rebranding, company split, and prioritizing both employee and customer experience from day one 05:00 Visual branding with truck wraps and the importance of a disruptive presence in the market 06:04 Redefining marketing: every touchpoint matters, from phone calls to technician behavior in the home 09:03 Realizing the company's true brand equity and reevaluating long-term brand positioning 10:09 Inexpensive tactics for enhancing customer experience and generating reviews 13:03 Lessons from leaning heavily on Google Local Service Ads and the anxiety of platform dependence 14:23 Diversifying marketing channels: radio, direct mail, yard signs, and staying committed for real results 17:25 Shifting focus to branded search, social media efforts, and the slow build of true brand awareness 22:13 Community and customer engagement through events, lunch giveaways, and creative outreach strategies Connect with Megan Ohlmann: Linked In: https://www.linkedin.com/in/megan-ohlmann-b87173134/ Connect with ActionAir Plumbing & Septic: Facebook: https://www.facebook.com/ActionAirPlumbingandSeptic Instragam: https://www.instagram.com/actionlubbock/ Youtube: https://www.youtube.com/@actionlubbock LinkedIn: https://www.linkedin.com/company/action-air-plumbing-septic/ Website: https://actionairlubbock.com/Contact Number: 806-243-1778 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Theresa Girardi, a marketing expert at a local home service company in Madison, Wisconsin. The conversation dives into the evolution of All Comfort Services, a company with over 50 years in the trades, and how Theresa's approach to marketing has been shaped by extensive experience, intentional boundaries, and ongoing learning. The episode shines a light on the value of finding community in professional organizations, as Theresa details the impact of being part of Nexstar and leveraging its resources and support network. This connection with other marketers—those ahead, beside, and behind you on the path—emerges as a crucial point of growth and resilience. A key theme explored is employee ownership and what it means for workplace culture, especially in trades. The company's transition to an ESOP (Employee Stock Ownership Plan) draws intentional lines around shared purpose and personal investment. Theresa explains how this unique structure encourages staff to see the full picture, from business performance metrics to customer experience, nurturing both skill development and a sense of belonging. The discussion also touches on the importance of transparency—making sure technicians and staff have access to business training, financial insights, and a clear reason to care about the company's growth. Throughout the episode, Theresa shares hard-earned insights into what makes for authentic and sustainable marketing in home services. From carrying the torch of trusted branding through decades worth of customer relationships to the importance of consistent investment even when ROI isn't immediate, Theresa refuses to underplay the messy middle of business growth. She offers tactical advice rooted in human behavior—like using everything from stickers and direct mail to membership plans for customer retention. The conversation also breaks down the Lennox Feel the Love program, inviting listeners to rethink how sharing acts of service multiplies community impact rather than simply self-promoting. The episode's tactical gems include creative ways to get staff on camera for social media content, lessons in starting a podcast that doubles as both marketing and community outreach, and strategies for playing to your strengths when the path isn't perfectly clear. Theresa's story underscores the belief that your business grows at the speed of your healing, so letting go of perfection and staying open to trial and error are non-negotiable. If you want a behind-the-scenes look at how real companies build authentic brands, bridge emotional and business gaps, and practice self-leadership, this episode delivers. Timestamps and Topics 00:02 The impact of best practice peer groups like Nexstar and getting started in home services marketing 03:11 The story behind All Comfort Services' ESOP and what employee ownership means in practice 04:43 How Nexstar shaped the company's marketing, operational, and customer service systems 06:22 The business and cultural dynamics of employee retention, training, and intentional boundaries 08:06 The emotional realities of investing in marketing and honoring the legacy of trust in the community 10:14 Turning branding, digital marketing, and direct mail into long-term connection (not just quick wins) 11:29 Membership plans, stickers, and creative ways to re-engage a 50-year customer database 13:04 Inside the Lennox Feel the Love program and how sharing your giving creates more community impact 18:20 Building a podcast from scratch: overcoming resistance, spotlighting team expertise, and boosting social media content 23:23 The generator open house campaign—a hands-on community event with real ROI and authentic team engagement Connect with All Comfort Services Linked In: https://www.linkedin.com/company/all-comfort-services/ Reddit: https://www.reddit.com/user/AllComfortServices/ Facebook: https://www.facebook.com/AllComfortServices/ Instagram: https://www.instagram.com/allcomfortservices/ Youtube: https://www.youtube.com/@Allcomfortservices Tiktok: http://www.tiktok.com/@allcomfortservices X: https://x.com/AllComfort5245 Booking Link: https://www.allcomfortservices.com/contact-us/  Company Website: http://www.allcomfortservices.com/  Email Contact number: [email protected]  +16082914532  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/  

On this episode of the Kee To Growth Podcast, host Jen McKee sits down with Samantha Houchin, co-owner of The Weather Changers, an HVAC company in Denver, Colorado. Samantha shares her journey of launching a family business from scratch alongside her husband Chris, reflecting on the realities of entrepreneurship far beyond the glossy surface. From humble beginnings that involved passing out homemade flyers with a stroller in tow, Samantha details how the first customers came via word of mouth, neighbors, and creative grassroots marketing efforts. The conversation dives deep into early marketing strategies, including direct mail campaigns like Valpak and their limitations due to tight budgets. Samantha explains why trying new marketing channels without enough resources can be risky, but she also emphasizes the importance of giving campaigns more than one shot and never writing off a strategy too soon. Relationships with contractors and realtors played a crucial role in their referral network, and Samantha discusses how word of mouth and strong partnerships continue to power their growth today. Samantha and Jen explore evolving marketing strategies, including the impact of investing in SEO, Google Ads, and social media. Sam breaks down why relying on just one platform like Google can be dangerous, especially in a competitive market vulnerable to sudden changes in algorithms or deep-pocketed private equity competitors. They discuss the significance of diversifying marketing channels, leveraging customer referral programs (such as ReferPro), and the surprising benefits of digitizing in-house referral management to strengthen ongoing customer connections while generating new business. Looking beyond marketing, the discussion turns to sustainable business growth, self-leadership, and building a legacy that could one day be passed on or sold. Samantha is transparent about overcoming the messy middle, moving past comfort and complacency, and intentionally structuring their company so it isn't wholly dependent on themselves. She shares actionable advice on process documentation, peer group support, and the value of community, especially through industry networks like the Sisterhood. The episode underscores the emotional journey of entrepreneurship and the power of believing in something bigger, taking consistent steps, and staying rooted in authentic growth. Timestamps and Key Topics 00:01 – Introduction to Samantha Houchin and The Weather Changers' backstory 02:00 – Starting from scratch: launching during economic downturn and building from family vision 03:09 – Getting first customers through word of mouth, homemade flyers, and neighborhood connections 04:54 – Early marketing mistakes: the realities of Valpak, Facebook ads, and SEO investment 06:20 – Lessons from direct mail (Valpak): budget limitations and why not to write off a strategy too soon 08:18 – Contractor and realtor referrals as a foundation for long-term, scalable growth 10:25 – Implementing ReferPro for referral programs and measuring ROI from recurring customers 12:19 – Leveraging your existing customer base for higher return and strong referrals 13:48 – Dangers of depending only on Google: PPC, SEO volatility, and algorithm changes 19:24 – The power of social media: moving from stock images to authentic team branding and recruitment 20:42 – Becoming intentional about growth, breaking through complacency, and planning for succession Connect with Samantha Houchin: Linked In: linkedin.com/in/samantha-houchin-27055b22 Connect with The Weather Changers: Facebook: https://www.facebook.com/TheWeatherChangersHVAC/ Instragam: https://www.instagram.com/theweatherchangers/ Youtube: https://www.youtube.com/@theweatherchangershvac Linked In: https://www.linkedin.com/company/the-weather-changers/ Website: https://theweatherchangers.com/ 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

In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Patrick Lange, founder of Business Modification Group. Patrick shares his insider perspective on the sale and acquisition of HVAC and plumbing companies across the country. The conversation dives into the real stories behind business transitions, exploring what it truly takes to grow, scale, and eventually exit a service-based business on your own terms. Whether you're eyeing retirement, experiencing burnout, or just wondering if your company is even sellable, this episode covers the intentional boundaries, mindset, and operational foundations you need to create something of value—regardless of your long-term plans. Patrick breaks down the emotional and practical considerations business owners face when thinking of selling. The episode explores the many reasons owners choose to exit—including burnout, retirement, health, and unexpected life changes—while reframing these points not as failures, but as part of the business journey and opportunities for authentic growth. Jen and Patrick discuss the importance of understanding your business value, highlighting how clean books and records, owner independence, and processes are key ingredients in sustainable, transferable success. They also acknowledge how difficult it can be to step out of the "messy middle," challenging listeners to evaluate if they truly own a business—or just a high-paying job. The discussion gets tactical about building value: Patrick shares his four foundational pillars for increasing your business's worth, including the critical move of getting out of the van, prioritizing reliable bookkeeping, focusing on service relationships over risky new construction, and developing maintenance agreements. Listeners get real-talk strategies on why hiring and delegation—especially for admin and bookkeeping—are investments, not costs. The episode addresses the mental roadblocks trades business owners often face, like money mindset issues, fear of hiring, and difficulty letting go, giving actionable tips for growing beyond those sticking points. Finally, Jen and Patrick talk about acquisition as a growth strategy. Patrick explains why some companies rapidly scale through buying others—while candidly cautioning that acquisitions won't solve fundamental business challenges. The episode emphasizes the need for operational readiness before making big moves, and details how customer lists, technicians, and systems all contribute to successful integrations. As always, the conversation keeps it warm, honest, and focused on creating a business you'll be proud to keep—or confident to sell. Timestamps and Topics: 00:21 – Show introduction and guest welcome 01:11 – Patrick Lange introduces Business Modification Group and its focus on HVAC and plumbing acquisitions 02:20 – Patrick's story: from brokering to buying and running an HVAC business 03:28 – Who sells their business and why: from retirement to burnout to life events 04:56 – Is my business sellable? Understanding business valuation and free assessments 06:35 – Key ways to grow business value: the four pillars every owner must know 08:49 – Moving from owner/operator to business owner: delegation and hiring essentials 10:13 – Clean books, records, and essential business systems 11:18 – Why service and maintenance agreements drive real business value 13:31 – The impact of getting out of new construction and investing in operations 17:44 – Psychological and operational challenges: money mindset, invoicing, and letting go 23:14 – Acquisition as a growth strategy: when, how, and why it works (or doesn't) 30:18 – The mindset for growth and advice for owners considering their next chapter Connect with Patrick Lange: Facebook: https://www.facebook.com/patrick.lange.506384 Linked In: https://www.linkedin.com/in/patrick-lange-businessbroker/ Youtube: https://www.youtube.com/@PatrickLange9858 Connect with Business Modification Group Facebook: https://www.facebook.com/businessmodificationgroup/ Linked In: https://www.linkedin.com/company/business-modification-group/ Website: https://businessmodificationgroup.com/ 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/  

In this episode of The Kee To Growth Podcast, Jen McKee welcomes back repeat guest Josh Crouch from Relentless Digital for an insightful conversation on the ever-evolving landscape of marketing for home service businesses. From the very first moments, the conversation focuses on the intersection of search, AI, and reputation management, especially following the recent partnership between Yelp and ChatGPT. Jen and Josh dive deep into how these shifts are changing what it means to show up online as a contractor. Authentic branding and intentional boundaries around reputation-building take center stage, as they share personal stories around platforms that are both opportunity and obstacle. A key theme that emerged is the challenge of review generation across multiple platforms. The discussion explored the frustration felt by service businesses when reviews are hidden or manipulated by algorithms, particularly on Yelp, and how this impacts trust and visibility. Strategies for redistributing review requests—beyond just Google—are addressed, ensuring that companies don't become invisible in AI-driven search results that now pull from diverse sources like Nextdoor, BBB, Facebook, and especially Yelp. The messy middle of reputation management is unpacked, along with the emotional weight business owners carry as they navigate what feels fair and authentic online. The episode also touches on the impact of short-form video, with Jen raising the question of just how much benefit contractors get from Google's new indexing practices that prioritize video content. Josh underlines that blending hard skills (like technical SEO, backlinks from reputable and obscure sites, and press mentions) with soft truths (such as imposter syndrome around marketing and burnout from review requests) is more important than ever. Search everywhere optimization—being discoverable in the places prospects are actually looking—has replaced the narrow focus on Google alone. There's a strong reminder that showing up in directory roundups and listicles, as well as maintaining clear, searchable bios on social platforms, are table stakes in 2024. Finally, the conversation explores the human side of marketing automation and community engagement. The discussion highlights how Reddit and Facebook groups can inspire excellent content ideas and honest conversations with prospects—if approached with the right mindset. The throughline is simple: relentless authenticity and a willingness to evolve are the keys to sustainable business growth, even when the rules of search and social seem to change daily. Timestamps and key segments from this episode: 00:01 What is Search Everywhere Optimization and why does it matter now? 03:00 The Yelp and ChatGPT partnership: Why home service pros should pay attention 05:00 The pay-to-play dilemma with Yelp and strategies for reputation management 09:18 Building authentic review strategies across multiple platforms (not just Google) 10:50 How ChatGPT and AI tools source business information and reviews 13:27 Tracking visibility in LLM search results and monitoring AI search ranking 16:06 Why technical SEO still matters for both Google and AI search 17:17 The growing importance of appearing in roundups, listicles, and obscure directories 21:48 The risks of misinformation in AI search and the impact of viral Reddit threads 21:49 Is Google indexing short-form video and should contractors care? 24:19 How to optimize social bios for both branding and discoverability 25:49 Content strategy: Balancing educational, fun, and SEO-driven videos 27:25 Should you market on Reddit? How to engage authentically and avoid common pitfalls 32:45 Bonus tip: Turning negative reviews into powerful content for your business Connect with Josh Crouch: Facebook https://www.facebook.com/josh.e.crouch/ Linked In: https://www.linkedin.com/in/josh-crouch/ Youtube: https://www.youtube.com/channel/UCLSsBI7US4h4Z05Nh58iR1Q Connect with Relentless Digtal: Facebook: https://www.facebook.com/relentlessdigitalservices Instragam: https://www.instagram.com/relentless_digital/ Website: https://www.relentless-digital.com/ 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/

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Crystal Williams, Co-founder and Strategist at Lemon Seed Marketing, to dive deep into marketing mindset, branding, community involvement, and the evolving role of AI in business growth. The conversation kicks off with Crystal sharing her transition from scaling her family's HVAC and plumbing company to building Lemon Seed, now a six-year-strong agency serving over 150 contractors nationwide as a fractional marketing department. Crystal unpacks how operators often feel overwhelmed by the unlimited marketing options and why having the right guide is crucial for achieving intentional boundaries within business and marketing strategy. The episode tackles the real messy middle of marketing challenges: from not knowing who to trust or how to measure results, to the importance of a collaborative approach with vendor partners. Crystal highlights her unique matchmaker-style process, helping clients not just find the right marketing partners, but align the speed, style, and communication to fit their business culture. Jen and Crystal also discuss how branding is much more than logos or ads—it's about crafting an entire customer journey and ensuring every touchpoint, from wrapped vehicles to community sponsorships, amplifies your story. A key theme is the shift in mindset from seeing marketing as an expense to viewing it as the key ingredient in a business's "perfect cake." The discussion explores why creating trust and recognition in your community—and embracing both digital and boots-on-the-ground tactics—compounds your impact and ultimately reduces lead costs. Crystal and Jen share tactical examples, including how to choose which organizations to support, involve your team in local initiatives, and leverage every community interaction for powerful PR, social media, and internal culture wins. The impact of AI comes into sharp focus as Crystal explains how authority, trust, expertise, and visibility now influence not just SEO but how AI sources and recommends your business. The conversation breaks down why local PR, genuine branded content, and being recognized as a community expert matter more than ever in AI-powered search. Crystal closes out with the reminder that authentic branded content—not just AI-generated posts—will set businesses apart, and that marketing must evolve to prioritize connection, consistency, and a fully integrated digital and community presence. 00:02:09 Crystal shares her background and Lemon Seed's journey as a fractional marketing department for contractors 00:03:21 The overwhelming choices in marketing, why operators struggle, and the value of having a dedicated strategist 00:05:09 Common pitfalls in rebranding and vendor partnerships, plus the importance of a collaborative timeline 00:07:01 How to match marketing vendors with your company's speed, budget, and culture 00:07:51 Shifting to a marketing mindset: amplifying what works, fixing processes, and holistic brand experiences 00:12:07 Building trust vs. chasing leads: how recognition compounds and makes ads more efficient 00:13:57 Tactical community involvement: niching down, setting boundaries, and leveraging team participation 00:19:35 Making community events part of your brand's culture and maximizing visibility 00:25:08 How AI and PR are changing the branding landscape, and what digital authority means today 00:34:22 Final takeaways: authentic branded content, using AI as a tool, and next steps to grow with purpose Connect with Crystal Williams: Facebook: https://www.facebook.com/crystal.williams.754918/ Linked In: https://www.linkedin.com/in/crystal-williams-35835b114/ Connect with Lemon Seed Marketing: Facebook: https://www.facebook.com/lemonseedmarketing/ Instagram: https://www.instagram.com/lemonseedmarketing/ Tiktok: https://www.tiktok.com/@lemon_seed_marketing Linked In: https://www.linkedin.com/company/lemon-seed-marketing/ Youtube: https://www.youtube.com/@lemonseedmarketing Website: https://www.lemonseedmarketing.com/ 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Meghan Jones, VP of Business Development at El Toro. The conversation dives into the unique world of home services marketing and how companies can get their brand in front of the right homeowners with precision. Meghan shares how her company's patented IP targeting allows businesses to deliver digital ads directly to specific households, ensuring efficient use of ad spend and eliminating wasted impressions often caused by traditional targeting methods. The discussion explores the evolving challenges of digital advertising for trades and home services companies, emphasizing the importance of building trust and brand recognition before a homeowner is even searching for a service. Meghan and Jen talk through the differences between cookie-based, geofencing, and IP targeting, and why hyper-local targeting is a game-changer for small and mid-sized service businesses. Real-world stories highlight how being top-of-mind in the right service area can lead to more conversions when a customer needs to call for help. Beyond targeting technology, the episode takes a deeper look at optimizing the entire marketing funnel. Jen and Meghan discuss the "messy middle" — where leads get lost, calls are missed, or partial form fills fall through the cracks. Rather than simply chasing more leads, the key takeaway is to audit every step of the customer journey, uncover leaks, and use the right CRM or consultant to capture and nurture every inquiry. The episode spotlights tools and tactics on refining internal systems, CRMs, and even touches on the role of AI in both creative production and customer experience, but with a practical eye toward what actually works today. In the final segment, Jen and Meghan reflect on the importance of intentional boundaries and routines, especially for "visionary" business leaders who are great at innovation but not always at consistent execution. The conversation grounds marketing results in both human behavior and the need for constant learning. The episode wraps with advice to seek out friends and mentors who challenge you, and to keep your mindset open as the marketing landscape continues to shift. Timestamps & Topics: 00:00 - Welcome & Introduction to Meghan Jones and El Toro 02:10 - The pain of wasted ad spend and El Toro's targeting advantage 04:37 - The realities of "want vs. need" in home services buying habits 07:01 - ChatGPT, backlinks, and why off-site SEO still moves the needle 08:38 - Internal systems, conversion leaks, and optimizing the marketing funnel 10:14 - CRM management, new tools, and reclaiming partial leads 12:14 - Consulting, AI-driven solutions, and organizing the customer journey 14:25 - Strategic pauses: reviewing your own business for hidden opportunities 16:39 - The evolution of digital targeting: cookies, data, and "walled gardens" 17:37 - How OTT and streaming ads fit for local home service companies 20:10 - The role of creative and AI in modern ad campaigns and authenticity Connect with Meghan Jones: Linked In: linkedin.com/in/meghan-jones-3b507316 Email: [email protected] Connect with El Toro: Facebook: https://www.facebook.com/eltorocom Instragam: https://www.instagram.com/eltorodotcom Youtube: https://www.youtube.com/channel/UCjHptGpK62n5y6mFATmwHRA Website: https://eltoro.com/ 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Al Levi to deep dive into the intersection of sustainable business growth, marketing, and self-leadership in the trades. The conversation focused on moving beyond the surface-level tactics and uncovering what truly sets apart companies that create generational wealth and lasting impact. Al shares his journey from operating a multigenerational trade business in New York to becoming a leading consultant for contractors looking to up-level their systems and create success with less stress. One key theme that emerged was the misconception that more leads and flashy marketing are the main drivers of growth. Instead, Al breaks down his framework of "seven powers," with marketing intentionally placed as power number five—not because it's less important, but because foundational elements like planning, operating manuals, and a well-defined org chart set the stage for any marketing to work. The discussion explored why creating intentional boundaries and systems is vital if you want your business to grow sustainably and not at the cost of your health or sanity. Several points were raised, including why business owners (no matter how large they grow) can never fully delegate away the roles of financial manager and marketing manager. Al and Jen discuss how marketing, just like financial oversight, requires the owner's vision and alignment—and how being systematic with your marketing budget, calendar, and core tactics changes everything. They also illustrate how customer service reps (CSRs) are not just a back-office position, but a crucial extension of your marketing team, building momentum and capturing real-time market data straight from your customers' mouths. The episode is packed with tactical and personal wisdom. Al pulls back the curtain on the messy middle of growth, from his own battles with burnout and business chaos to the hard-won clarity that branding, consistency, and authentic leadership trump any notion of overnight success. Jen and Al discuss the irreplaceable human element in all things marketing and leadership, especially as AI and automation become more prevalent. The conversation leaves listeners with a grounded yet empowering roadmap for sustainable, aligned business growth. Timestamps: [00:02:10] /timestamps/130 - Starting the podcast as a resource for actionable marketing and uncovering what holds businesses back beyond lead generation [00:04:38] /timestamps/278 - Al's "seven powers" for business growth and why marketing is only one piece of the puzzle [00:06:28] /timestamps/388 - Why marketing is only effective with solid systems, training, and culture in place [00:07:27] /timestamps/447 - The two roles owners can never fully delegate: financial manager and marketing manager [00:08:18] /timestamps/498 - Building a marketing plan: budget, channel focus, and the importance of a marketing calendar [00:10:26] /timestamps/626 - Why marketing calendars should be built backwards and the power of testing, data, and testimonials [00:12:11] /timestamps/731 - Integrating CSRs and lead tracking into the marketing function for better customer experience and feedback loops [00:15:37] /timestamps/937 - Community events, branding, and the trap of ignoring what already works in your business [00:28:46] /timestamps/1726 - The impact of repetition, owner visibility, and authentic brand leadership in social media and community presence [00:32:12] /timestamps/1932 - AI as a virtual assistant, the strengths and limits of automation, and staying connected to the customer journey Connect with AI Levi: Linked In: https://www.linkedin.com/in/7powercontractor/ Connect with 7-Power Contractor: Facebook: https://www.facebook.com/7PowerContractor Instragam: https://www.instagram.com/the7powercontractor/ Youtube: https://www.youtube.com/@7PowerContractor Website: https://7powercontractor.com/ 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/

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Ryan Englin, founder of Core Matters, host of the Titans of the Trades podcast, and author of "Hire Better People Faster." The conversation dives deep into the intersection of marketing, recruiting, and leadership for service-based businesses, especially those in the trades. The discussion opens with Ryan's personal journey growing up in a blue collar household, his insights from working in corporate, and his mission to make the trades "cool again" for the next generation. A key theme that emerged was the industry's marketing problem—not just in attracting customers, but in bringing the right talent into the trades. The episode explores the disconnect between how companies market themselves to customers (emphasizing 24/7 service and low prices) and how these same messages inadvertently repel quality technicians seeking intentional boundaries, personal growth, and a sense of purpose. The dialogue makes it clear that authentic growth comes from aligning brand messaging with the lived experience inside the company. One concept discussed was the importance of operational systems, intentional culture, and self-leadership in attracting and retaining top talent. Tactical tips include transforming the careers page, leveraging employee testimonials, and ensuring your social media reflect real company culture—not just what looks good online. The show also tackles the honest truth around the retention crisis in the trades, connecting leadership blind spots to turnover, and the need for owners to develop both business and people skills. The discussion wraps with meaningful advice for business owners facing challenges in hiring, managing, and motivating their teams. Whether you're struggling to find experienced electricians, debating apprenticeship programs, or simply trying to bridge the gap between leadership and staff, this episode offers a blend of actionable strategies and soft truths to build a people-first brand. If you want your business to grow with alignment and authentic connection, you'll want to listen to this conversation. Timestamps and Key Topics 00:01 Introduction to the episode, guest background, and overview of challenges in the trades 02:11 Ryan's personal story, family business, and what inspired his work in the trades 04:10 Industry-wide marketing problems and how they impact both recruiting and customer acquisition 06:13 Case study: How marketing to technicians brings in better hires and better customers 08:05 Transforming your website and social media to highlight team culture and employee experience 10:38 Culture over clickbait—why authenticity in branding and recruiting matters 11:45 Leadership skills, owner mindset, and the real roots of the retention problem 13:27 Assessments, self-awareness, and bridging the leadership-employee gap 18:03 Using reviews and operational systems to set clear expectations and enhance communication 25:22 The honest state of hiring in the trades: apprenticeship programs, competition, and long term solutions Connect with Ryan Englin: Linked In: linkedin.com/in/ryanenglin Website: https://ryanenglin.com/ Connect with Core Matters: Facebook: https://www.facebook.com/thecorematters Instragam: https://www.instagram.com/thecorematters/ Linked In: https://www.linkedin.com/company/corematters/ Youtube: https://www.youtube.com/@corefithiring X: https://x.com/coremattersWebsite: https://corematters.com/Email: [email protected] number: +16292690021 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/  

On this episode of The Kee To Growth Podcast, host Jen McKee sits down with Tiffany Mitchell, co-founder and owner of Half Moon Plumbing and Electric, to unravel the story behind the company's explosive growth and the branding that set it apart in the Tulsa, Oklahoma market. The conversation opens with a playful but powerful moment about shoes—how even the smallest choices, like footwear, can reinforce personal branding and spark meaningful connections in business. They dive into the founder story of Sarah Blakely and how her approach to branding and comfort in product design translates into a marketing lesson about authenticity and founder-driven narrative. The episode then takes listeners through the evolution of Half Moon Plumbing, starting from organic growth rooted in intentional boundaries and a strong internal culture. Tiffany shares how a pivotal mindset shift and a desire to support the ambitions of their team members led them to set bold revenue goals and invest in strategies beyond the usual word-of-mouth and repeat customer cycles. The journey from three million to over eleven million dollars in revenue within three years wasn't accidental—it was a direct result of being intentional with marketing, putting strategy before tactics, and recognizing the growth points that come from challenge and change. Tiffany takes us into the tactical side of growth, acknowledging the messy middle—the scars that come from learning quickly and the need to align operational improvements with bold, creative marketing moves. She walks through their decision to invest in mass media, layering in billboards and radio campaigns, and shares why branding through mass media was essential to entering new markets and building trust at scale. The discussion also explores the unique collaboration with a well-respected local meteorologist turned influencer, underscoring the power of authentic partnerships and community-rooted brand awareness rather than strict lead generation tactics. Community involvement is highlighted as a core part of Half Moon's approach, blending business growth with giving back. Tiffany describes initiatives like supporting local art events, sponsoring inclusive organizations, and leveraging creative billboard campaigns that use familiar moon phrases instead of personal photos—making the brand relatable and memorable. The episode closes on actionable advice: growth happens through strategy, intentional planning, and ongoing iteration. Tiffany emphasizes the importance of believing in the value you bring, serving customers well, and never giving up on adding value through both creative and foundational marketing practices. Timestamps: 00:01 Starting with intentional branding: shoes and storytelling 00:14 The founder journey of Half Moon Plumbing and Electric 04:31 The mindset shift: moving from organic to intentional growth 06:36 Strategic decisions that fueled revenue growth (3M to 11M) 08:17 Investing in mass media: the why and how of local billboards and radio 11:04 Collaborating with a local meteorologist for influencer marketing 13:36 Community engagement and creative billboard campaigns 16:12 Supporting local organizations and connecting with the community 18:52 Measuring brand awareness impact and tracking results 22:41 Going back to your customer list: follow-ups and serving well Connect with Tiffany Mitchell: Linked In: https://www.linkedin.com/in/tiffany-mitchell-9a8960348/ Connect with Half Moon Plumbing and Electric: Facebook: https://www.facebook.com/halfmoonplumbing Instragam: https://www.instagram.com/halfmoonplumbingtulsa Linked In: https://www.linkedin.com/company/half-moon-plumbing/ Youtube: https://www.youtube.com/@HalfMoonPlumbing Website: https://halfmoonplumbing.com/Contact Numer: +19186917157 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Cory Hutcherson to unpack the often-overlooked growth potential found in your contact center. The conversation focused on Cory's unique background in the trades—shaped by growing up around his father, a transformative figure in the HVAC industry, and learning the ropes of authentic customer experience from an early age. Cory shares how witnessing both the pitfalls and successes of call centers inspired his mission to transform inbound customer experiences for contractors large and small. A key theme that emerged was the shift from thinking of these teams as simple "call centers" to the broader, more modern format of "contact centers." The discussion explored why the customer journey now spans far beyond the phone, including channels like web forms, web chat, and instant quotes. Cory emphasizes that every touchpoint, from how quickly a phone is answered to the tone and empathy of the representative, impacts not only brand perception but also revenue. One concept discussed was the "three-legged stool" for business health: ensuring a win for the employee, the customer, and the company in every process or script applied to the contact center. Cory identified the top three mistakes leaking revenue for service companies: delayed speed to lead, poor call classifications muddying data and tracking, and lack of empathy or value-building during customer calls. He underscores that while technology and systems are important, real differentiation happens through intentional boundaries, thoughtful leadership, and giving customer service reps a clear sense of "why." Incentives, consistent coaching, and recognizing wins (like effective cross-selling or setting the right expectations) are essential for authentic growth in any service business. Listeners will walk away with tactical insights into measuring and improving speed of answer, understanding abandoned calls, implementing quality assurance processes, and incentivizing meaningful behaviors among customer service teams. The episode closes with actionable recommendations on how to self-assess your company's first impression, why secret shopping is a game changer, and how small tweaks in customer experience can unlock sustainable business growth. 00:01 Introduction and Cory's background in the trades 00:05 The early influence of industry legend Jim Abrams 00:13 Building, managing, and transforming call centers at scale 00:15 Top mistakes in booking jobs—speed to lead, abandoned calls, and call classifications 00:22 The impact of people: hiring, attitude, and process in the contact center 00:24 Call flows, scripting, and the importance of teaching the "why" 00:26 Building the three-legged stool: company, customer, and employee alignment 00:29 Incentivizing behaviors and meaningful quality assurance for CSRs 00:32 The most common issue revealed by secret shopping: lack of empathy 00:34 The value of third-party audits and how small changes drive revenue growth Connect with Sock Knockers Facebook: https://www.facebook.com/sockknockertraining Instragam: https://www.instagram.com/sock_knocker/ Youtube: https://www.youtube.com/channel/UC-ZGDKLTmbT_V54Yf8KiV1Q LinkedIn: https://www.linkedin.com/company/sock-knocker/ Website: https://socksgone.com/Website: springaudit.socksgone.comBooking Link: https://calendly.com/cory-socksgone/intro-call Connect with Cory Hutcherson Facebook: https://www.facebook.com/coryjameshutcherson LinkedIn: https://www.linkedin.com/in/cory-hutcherson-3a6b2019/ Email: [email protected] Contact number:   386 569  4842 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/

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Sharissa Martinez of Mr. Sparky San Antonio to talk about the real journey of growth inside a family-owned trades business. The conversation focused on what it means to evolve from new construction electrical work to a residential service operation, and how that shift created opportunities for the next generation. Sharissa shares how stepping into the business at 19 turned from a temporary stepping stone into a decades-long passion for building and leading high-performing teams. A key theme that emerged was the importance of intentional boundaries and the discipline required to sustain both business and personal growth. The discussion explored how leading a team in the trades is more than just processes and systems—it's also about empathy, adaptability, and resilience. Sharissa walks listeners through her transformation from employee to leader, learning to communicate across family dynamics and multiple leadership personalities. Growing up in the business presented unique challenges, but also gave her insights into team psychology and the mental side of leadership. The episode also dives into the nuances of company culture and the mental clarity it takes to run a high-standard operation in a fast-paced industry. Several points were raised, including how personal discipline, mentorship, core values, and a people-first mindset have become the backbone of Mr. Sparky San Antonio's growth. Rather than only chasing new leads, Sharissa explains the renewed focus on repeat customers, referrals, and the power of membership programs to boost retention and profitability. She highlights the hard-won lessons of scaling too quickly without alignment, and the value of pausing to reset mission, vision, and core behaviors as the team grows. The conversation wraps with Sharissa's take on the key to growth: stay focused on the big picture, empower your leadership team, and keep your whole organization aligned with a shared mission. For business owners in the messy middle of scaling, her story is a reminder that authentic leadership is rooted in discipline, humility, and the willingness to evolve. Timestamps and Key Topics: 00:01 Sharissa's family business journey and her evolving role at Mr. Sparky San Antonio 03:08 Transitioning from new construction to residential services and engaging the next generation 05:00 Navigating early career uncertainty, family business challenges, and moving for military life 06:31 Returning to college and discovering a passion for organizational leadership 08:27 Trial and error in learning to lead and the mental side of team growth 10:27 Integrating leadership with family dynamics and building a strong in-house culture 13:13 The importance of diverse perspectives on a leadership team 15:33 How personal discipline, self-care, and mentorship create sustainable business performance 21:24 Building a culture of accountability, wellness, and lifestyle—not just rules 24:18 Lessons from rapid scaling, misalignment, and rebuilding around core values Connect with Sharissa Martinez: Facebook: https://www.facebook.com/shari.marieee/ Instragam: https://www.instagram.com/shari_mariee Connect with Mister Sparky: Facebook: https://www.facebook.com/MisterSparkySanAntonio/ Instragam: https://www.instagram.com/mistersparky_sa/ X:  https://x.com/mistersparky_saYoutube: https://www.youtube.com/channel/UC11s714r8X6WPUY5Tdkk-OQ Website: https://www.mistersparky.com/ 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/  

In this episode of The Kee To Growth Podcast, Jen McKee sits down with author and leadership advisor David Mead for an honest, insightful conversation about building sustainable business growth far beyond traditional marketing tactics. They dig into the messy middle of entrepreneurship, highlighting the real moments of struggle and alignment that ultimately shape a company's brand and results. The conversation focused on the idea that marketing isn't just what you say or post—it's woven into every experience your customers and employees have with your business. One concept discussed was how alignment between what you promise and what you deliver, both externally and internally, can make or break trust. Several points were raised, including how often a disconnect between stated values and lived behaviors inside an organization can quickly erode company culture and lead to turnover, poor reviews, and lackluster team engagement. A key theme that emerged was the "human element of leadership." The discussion explored why trust, human connection, and psychological safety aren't fluff—they're the bedrock of innovation, productivity, retention, and genuinely strong teams. David shares practical tips and mindset shifts for leaders, especially those in service-based businesses and the trades, encouraging listeners to show up differently, not simply do more. From creating intentional boundaries to being honest and humble about both strengths and weaknesses, the episode lays out how personal growth directly fuels business growth. Listeners will also hear actionable strategies for small teams juggling multiple roles—how a simple shift in awareness or a habit trigger can start changing culture, even when daily demands feel overwhelming. The episode wraps with thoughts on measuring culture change, the role of vulnerability in leadership, and why growing your people is the true key to growing your bottom line. David also previews his book, Lead with Uncommon Sense, packed with field-tested, tactical ideas for developing honest, human-centered leadership. Time Stamps and Key Topics 00:02 Marketing is everything customers and employees experience, not just ads or posts 04:12 What happens when there's a disconnect between what you market and what you deliver 05:27 The impact of internal misalignment on employee trust and customer service 06:09 Core values: bringing them to life at work and outside of work 09:08 Trust, human connection, and psychological safety as foundational to sustainable business growth 10:34 Recognizing whether your company needs to improve these cultural fundamentals 13:09 Why hearing complaints may signal deeper issues to uncover, not just "difficult people" 15:04 Balancing high accountability with true human connection—why it's not just about being "nice" 18:19 Building habits of positive reinforcement and daily awareness, even for fast-paced owners 21:02 Honesty, humility, and humanity: the three personal traits that create organizational trust Connect with David Mead LinkedIn: https://www.linkedin.com/in/davidjmead/ Website: https://davidjmead.com/ 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/

In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Marc de Schweinitz, the CMO at A Plus Garage Doors, for an inside look at marketing in the home services industry. Marc shares his journey from working in advertising at Google to leading marketing efforts at one of the largest woman-led garage door companies in the US. Together, they dive into what it really takes to grow a service-based business, blending creative storytelling, branding, and a data-driven mindset. Jen and Marc discuss why relying solely on Google isn't sustainable and the importance of diversifying marketing channels. Marc reveals how he expanded A Plus Garage Doors' reach beyond organic search and pay-per-click ads into branding with TV, billboards, radio, and community sponsorships. He underscores the need for creative campaigns that are memorable and tailored to real-life customer pain points, rather than just following industry templates. Marc offers a behind-the-scenes look at the process of creating attention-grabbing ads, including the company's standout Halloween campaign that blended humor, emotion, and AI-powered production. He emphasizes that even with powerful tools like AI, original ideas and a deep understanding of the target audience are irreplaceable. The conversation gets honest about the emotional side of entrepreneurship—how authentic growth comes from experimenting, taking creative risks, and learning from both wins and setbacks. The episode wraps up with practical advice for marketers and business owners: measure what matters, from branded search volume to direct traffic, but don't underestimate the impact of human connection and service quality. Marc also shares lessons on making marketing investments in new markets, the value of intentional boundaries, and why your business can only grow as fast as your systems, team culture, and customer experience allow. Timestamps: 00:02 Meet Marc de Schweinitz and his marketing background 03:55 The state of A Plus Garage Doors' marketing before and after Marc's arrival 05:49 Why you can't put all your eggs in the Google basket—and how to diversify 07:10 The surprising power of creative in ad campaigns and conversions 08:24 How focusing on customer pain points led to a standout Halloween campaign 11:16 The realities of using AI in ad creation and the human factor behind breakthrough ideas 17:18 What marketing channels are driving ROI for A Plus Garage Doors right now 20:42 Entering a new market: strategies, lessons, and creative approaches 23:29 Making data-driven decisions—when to pivot and when to double down 26:46 Moving up the funnel: Top and middle-of-funnel marketing channels that work Coupons, if anyone needs their garage door fixed in Utah or Nevada https://utahgaragedoors.net/coupons/ Connect with A Plus Garage Doors Facebook: https://www.facebook.com/aplusgd Instragam: https://www.instagram.com/aplusgaragedoors Youtube: https://www.youtube.com/@aplusgd LinkedIn: https://www.linkedin.com/company/aplusgaragedoors/ Website: https://aplusgaragedoor.com/ Connect with Marc De Schweinitz LinkedIn: https://www.linkedin.com/in/deschweinitz Email: [email protected] number: 17348648032   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/  

In this episode of the Kee To Growth Podcast, host Jen McKee sits down with CJ Todd, founder and CEO of Kreadiv—a company focused on bridging the trust gap between vendors, contractors, and their audiences within the home services industry. Jen kicks off the conversation exploring the origin of the company's name, which is the phonetic spelling of "creative" and designed to stand out in a crowded SEO landscape. They unpack how attention and trust are the essential pillars of a successful marketing strategy, especially in an industry where transparency can often be lacking. CJ shares the story of his transition from his previous work at EGIA—where he managed everything from online learning and government campaigns to non-profit outreach and brand development—to launching his own company. He dives into how Kreadiv's signature offer began: a turnkey, white-label webinar solution that helps other vendors elevate their educational marketing and generate leads. Jen and CJ highlight the real-life impact of webinars, emphasizing their role in building a marketing ecosystem for both B2B and B2C businesses, and how even home service contractors could adapt educational webinars as a way to reach more customers. The conversation then shifts to the evolving digital landscape, particularly the growing influence of AI and answer engine optimization (AEO). CJ explains the increasing importance of AI trust signals—factors that determine whether large language models like ChatGPT, Google AI Overview, and Perplexity recommend a contractor to homeowners searching for services online. They discuss actionable steps contractors can take today to improve their digital trustworthiness, such as auditing and maintaining consistency in business names, addresses, and phone numbers across directories, websites, and social media accounts. CJ also touches on the value and challenge of offering pricing transparency on websites, and how doing so early can establish a powerful first-mover advantage in AI-driven search results. Throughout the episode, Jen and CJ keep the advice real and relevant, focusing on turning the often messy, technical reality of marketing and branding into practical, human-centered strategies. From sharing the emotional journey of starting something new, to geeking out over the specifics of building trust online, this conversation is a blend of tactical tips and big-picture encouragement for any business owner striving for sustainable growth in today's digital-first environment. Timestamps & Topics 00:00 Welcome, intro to the episode, and background on CJ Todd 02:01 The story behind the Kreadiv brand and its unique phonetic spelling 03:36 CJ's background with EGIA and transition to entrepreneurship 06:03 How the white-label webinar strategy was developed and why it matters 09:06 Building a marketing ecosystem: webinars and other top-of-funnel activities for contractors 11:03 The core marketing philosophy: attention, trust, and building educational content 14:01 Brainstorming ways contractors could use webinars to reach new audiences 17:22 Repurposing webinar content for ongoing value and integrating it into your marketing 17:43 The leap from webinars to AI and answer engine optimization for trades businesses 20:15 How AI trust signals and digital reputation affect who gets recommended in search 28:23 Practical steps contractors can take to improve their AI trust signals and online consistency Connect with CJ Todd Facebook: https://www.facebook.com/cj.todd1 Instragam: https://www.instagram.com/cjtodd22/ LinkedIn: https://www.linkedin.com/in/cjtodd1/ Email: [email protected] Connect with Kreadiv Website: https://kreadiv.io/Facebook: https://www.facebook.com/kreadiv79/ Instagram: https://www.instagram.com/kreadiv79/ TikTok: https://www.tiktok.com/@kreadiv79 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with service industry leader and sales expert Andy Hobaica for a lively, real-world conversation on sustainable business development in the trades. Andy, a third-generation member of his family's company, shares insights from a lifetime in HVAC and home services, opening up about the evolution from repair-focused operations to the sales-driven growth strategies that define modern service businesses. Listeners will get a window into the "messy middle" of entrepreneurship—where long-time values meet the need for intentional boundaries and real marketing results. Jen and Andy dive deep into how authentic relationships and a customer-first mindset are crucial for service-based businesses. Andy stresses the importance of personal connection in sales, shifting the team's mindset from high-pressure tactics to becoming trusted advisors. Through engaging stories and tactical examples, he unpacks how systems like structured roleplay, peer-led training, and easy referral programs build both confidence and results within teams. Andy's coaching style blends hard skills with genuine intent, showing how a business truly grows at the speed of its healing—internally and in the community. A big focus is placed on the often-overlooked power of working your current customer base. Andy provides actionable strategies for generating consistent leads, from multichannel marketing to neighborhood door-knocking, and explains why most service companies leave money on the table by not fully engaging their existing clients or leveraging referrals. The conversation returns again and again to human behavior—why business owners get in their own heads, why employees resist sales, and how small mindset shifts can unlock both profit and purpose. The episode wraps up with Andy's inspiring commitment to giving back through his nonprofit, One Bag at a Time, and his practical challenge for listeners to make community service part of their daily lives. For anyone in the trades ready to get honest about the challenges, re-frame their approach to marketing and sales, and lead with authenticity, this is a can't-miss conversation. Timestamps & Topics: 00:00 Intro, show overview, and host background 01:14 Andy's story and family business legacy in HVAC 04:45 The evolution from repairs to a sales process in home services 08:02 Biggest challenges for small companies: marketing confusion and lack of sales process 11:55 Building trust in sales and re-framing the advisor role 13:04 Team training: Role play, incentives, and recruiting for values over skills 16:08 CSR (customer service team) training and the importance of 1% improvement 17:16 Generating consistent leads, working your current customer base, and referrals 20:43 Effective referral and review programs for service businesses 24:08 Multi-touch marketing tactics: mailers, social ads, door hangers, and community outreach 30:45 One Bag at a Time: Giving back, leading with purpose, and doing good deeds daily Connect with Andy Hobaica Facebook: https://www.facebook.com/andy.hobaica Instragam: https://www.instagram.com/andyhobaica/ LinkedIn: https://www.linkedin.com/in/andy-hobaica-093b5a85/ Connect with Hobaica Services Website: https://www.hobaica.com/Facebook: https://www.facebook.com/hobaicaservices Instagram: https://www.instagram.com/hobaica_services/?hl=en LinkedIn: https://www.linkedin.com/company/hobaica-services/about/ Contact Number:  602-633-9555 Connect with One Bag At A Time Facebook: https://www.facebook.com/HomelessGrabBag Instragam: https://www.instagram.com/onebagatatimeaz Website: https://onebagatatime.org/ 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Marko Sipila, founder of HVAC Quote AI, to unpack how online pricing tools are changing the game for contractors who want to stay relevant in today's Google and AI-driven landscape. Together, they dig into the deep shift happening as search engines like Google and AI assistants like Gemini increasingly prioritize direct answers to user questions—especially around "how much will it cost?"—and how business owners can thrive by embracing transparency. Marko explains why contractors' hesitation to put pricing online often stands in their own way, sharing compelling data that businesses who publish their prices actually attract higher-quality, more qualified leads. He shares his journey from the epoxy and concrete coating industry to creating HVAC Quote AI, and describes how critical it is for software solutions to be easy to implement, easy to use, and designed to give business owners clear, actionable value. Jen and Marko explore how Google's evolving model now crawls contractor websites (and even calls businesses using AI!) to gather pricing info directly, often bypassing traditional web traffic. They cover the importance of domain rating, strategies for using online quote tools in digital ads and remarketing, and why following up quickly and effectively with leads is still an unshakable edge—especially for those running Facebook ads and nurturing every prospect from unaware to ready to buy. The episode dives into the messy middle of entrepreneurship too, discussing intentional boundaries, common mistakes in Facebook ad strategy, and what it truly means to leverage human behavior in marketing. Jen and Marko emphasize authentic connection and adapting to change—rather than resisting it—as the real keys to sustainable growth in the trades and service-based industries. Timestamps 00:14 Introduction and episode overview 01:19 Marko's background and why he founded HVAC Quote AI 02:27 The real reason contractors hesitate to share pricing online 03:27 How the tool makes online pricing easy for contractors to implement 05:16 How Google and AI models crawl pricing data and what that means for rankings 07:36 The growing importance of transparent pricing for AI search and domain rating explained 11:35 The most successful ways contractors use online quote tools and advertising 13:17 Facebook ads mistakes, optimizing for the right objective, and tracking conversions 15:08 Email marketing, remarketing, and cross-channel strategies with quote tools 21:33 The critical role of follow up speed and processing Facebook vs. Google leads 27:25 Making buying easy for modern customers who don't want to call Connect with Marko Sipila Website: https://markosipila.com/Facebook: https://www.facebook.com/markosipila12 Instragam: https://www.instagram.com/markosipila1 LinkedIn: https://www.linkedin.com/in/marko-sipila Connect with HVAC Quote Website: https://hvacquote.ai/Booking Link: https://hvacquote.ai/see-demo/ Facebook: https://www.facebook.com/profile.php?id=61573152007964 Instagram: https://www.instagram.com/hvacquote/ LinkedIn: https://www.linkedin.com/company/hvac-quote/ Email: [email protected] Contact Number: 16024191454 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/  

In this episode of the Kee to Growth Podcast, host Jen McKee welcomes Everett Lippel, a seasoned HVAC industry leader, content creator, and podcast host. Jen and Everett dig into what's really working right now for home service businesses amid a shifting marketing landscape and increased competition from larger private equity groups. Everett brings seventeen years of hands-on experience as a top-producing sales rep and leader, sharing stories from both large and small company operations. He opens up about what sets successful companies apart and how being deeply present in your community unlocks authentic growth. Everett and Jen discuss the tired tactics that are no longer bringing leads through the door, and why simply "being present" with your team, customers, and your local area is outperforming even the best digital hacks. Everett shares his journey from running a $25-30 million operation to becoming a trusted consultant and trainer, brought in by word of mouth for sales and communication training across the United States. They address the real struggle of standing out against big-money competitors, and why human connection—not just more sophisticated marketing—is key to driving loyalty. The conversation turns tactical as they unpack how to bridge marketing and sales. Everett explains the "be their guy" mindset that top performers use to maximize every at-bat, regardless of market conditions. He offers practical advice on building intentional boundaries, slowing down to truly listen to customers, and creating rapport that results in higher conversion rates. Jen chimes in on how social media and personal branding can powerfully foster trust—even before your tech walks through the door—and why it's crucial to get your whole team's buy-in for community engagement. From leveraging social media to revive legacy brands, to reusing old content for better reach, to organizing lead tracking with simple spreadsheets, this episode is brimming with actionable insights for anyone in home services marketing, branding, or leadership. They also explore the increasing role of AI, both in streamlining tasks and in building virtual brand voices, while never losing sight of the need for human connection at every stage of the business. Whether you're a business owner, team leader, or marketing strategist, you'll find honest discussion about the wins, losses, and simple truths behind sustainable business growth.   Timestamps & Key Topics 00:00 Introduction: Meet Everett Lippel, podcast host & industry veteran 02:12 Background: Everett's journey in the trades, sales, and operations 04:32 What's working now: Staying present & grassroots, local brand-building 07:18 Repurposing content and boosting engagement with evergreen stories 08:56 Maximizing every customer touch: "Be their guy" in every home 11:39 Social media as a tool for trust and team buy-in, fighting $ competition 13:16 Behind-the-scenes content, video strategies, and pricing conversations 17:07 Training techs for human connection and high-converting service calls 25:22 Bridging marketing and sales: Pinpointing lead vs. sales problems 30:10 Metrics that matter: Revenue per call, solving the right problems Connect with Everett Lippel Linked In: https://www.linkedin.com/in/everett-lippel-895585105/ Facebook: https://www.facebook.com/Everett22/ Website: https://everettlippel.com/ Connect with So I Was In This House Facebook: https://www.facebook.com/soiwasinthishouse Instagram: https://www.instagram.com/soiwasinthishouse/ TikTok: https://www.tiktok.com/@soiwasinthishousepodcast Youtube: https://www.youtube.com/@soiwasinthishouse Spotify: So I was In This House Podcast: Service and Sales Tales Apple Podcast: So I was In This House Podcast: Service and Sales Tales 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/

In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Bill Rossell, CEO of LB Capital and the Build It to Sell It movement. Bill shares his journey from a seasoned digital marketer to leading multiple roofing companies across the nation, offering a unique perspective on what it takes to build, scale, and ultimately sell (or simply strengthen) a trades business. The conversation cuts through the surface talk often seen in the industry, getting candid about sustainable business development and the mindsets needed for lasting growth. Jen and Bill discuss the interplay of marketing, branding, self-leadership, and intentional boundaries. Bill explains the importance of thinking beyond just selling services—whether you plan to sell your company or not, building a business that's truly healthy and attractive comes down to running profitable P&Ls, consistently driving revenue, and, most importantly, cultivating a winning culture. Drawing from LB Capital's experience growing companies to over $125 million in just three years, Bill offers listeners both strategy and a dose of vulnerability around the real-life messiness of scaling in the trades. A major focus is on the relationship between trades companies and their marketing partners. Bill and Jen stress that marketing is not a "set it and forget it" function—successful partnerships require mutual investment, clear communication, and systems that enable both sides to thrive. Bill cautions against the blame game and champions a collaborative approach, pointing to real-world examples when agency-client dynamics fall short and how to recalibrate for results. Listeners are given a behind-the-scenes look at the tactical choices LB Capital makes for their portfolio of companies. Bill shares why lead aggregators (such as Angie and Thumbtack) are invaluable for early-stage and growing businesses—even though they're often overlooked. He walks through the stepwise approach to scaling up marketing investments, the true ROI of rebrands and branding work, and how AI and automation are leveraged without losing the human touch. As always, the episode connects systems and numbers back to the human aspects: gratitude, people, and the ever-present challenge of aligning business growth with personal values. Timestamped Topics 00:00 Introduction to the podcast and Bill's background 02:09 The real goals for business owners: profitability, year-over-year growth, and culture 04:42 Bill's marketing roots and transition from agency work to running trades companies 06:33 The power of abundance mindset and generosity in the trades 09:00 What makes a marketing partnership successful (and where breakdowns occur) 13:01 Building healthy P&Ls and the difference between driving profit and driving revenue 14:25 How LB Capital builds a playbook for new acquisitions and scales revenue strategically 17:34 The value of a strong brand, rebranding strategies, and building consumer trust 20:25 Why fixing mistakes and protecting your reputation matters more than short-term cost 21:12 Leveraging lead aggregators and optimizing speed-to-lead for explosive ROI 26:14 Marketing spend, attribution, and incentivizing teams for impactful customer content Connect with Bill Rossell Linked In:https://www.linkedin.com/in/billrossell/ Facebook: https://www.facebook.com/bill.rossell.3 Phone Number: 610-955-2991 Connect with Built It To Sell It Facebook: https://www.facebook.com/buildittosellit Instagram: https://www.instagram.com/BuildIt2SellIt/ TikTok: https://www.tiktok.com/@buildittosellit Youtube: https://www.youtube.com/@buildittosellit Linked In: https://www.linkedin.com/company/lb-capital-llc/ Website: https://www.buildittosellit.com/ Contact Number:  (215)-515-7951   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/  

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Jarod Smith, founder of Clogbusters Drain Cleaning Repair in Des Moines, Iowa. Jarod shares his unconventional journey from launching his first plumbing company at just 18, to completely shifting his business model and culture within the drain cleaning industry. Listeners get an inside look at how he challenged industry norms, built a business focused on value, and created opportunities for both personal and business growth. Jarod dives into the cultural divides that exist between plumbers and drain cleaners and details how he set out to change perceptions, elevate expectations, and reward employees who show up and win every day. He explains the unique approach Clogbusters has taken to recruiting and training, including the development of their own drain cleaning academy—the only program of its kind in the United States—that directly feeds his business's growth. Jarod highlights the significance of intentional boundaries, building an authentic brand, and fostering an ownership mentality among his team. The discussion also unpacks the marketing tactics that fuel Clogbusters' rapid expansion, from bold billboard experiments to mastering the fundamentals like PPC, LSA, and referrals. Jen and Jarod dig into the balance between systems, branding, and the human side of selling and servicing, emphasizing the power of referral networks and strategic partnerships. They explore the technical versus relational aspects of service, the importance of customer experience, and the emotional resilience required as an entrepreneur in the trades. Throughout the episode, Jarod's candid storytelling and willingness to share both his strategies and setbacks remind listeners that sustainable business growth isn't about overnight wins—it's about alignment, the messy middle, and an unwavering commitment to doing things differently. Whether you're trying to break through a revenue plateau or reimagine what's possible in your market, there's practical advice here for leaders ready to rethink what it means to scale a service-based business. Timestamps for this episode: 00:01 Introduction to Jarod Smith and his unique entry into the trades 02:00 Building Clogbusters: Transitioning from plumbing to drain cleaning 05:05 How intentional branding and a drain cleaning academy sparked explosive growth 08:21 Recruiting, training, and culture: Creating your own talent pipeline 10:42 The value of customer experience and why tech skills aren't enough 13:12 Overcoming old industry mindsets and building value-based pricing 16:14 Sales structure, service experience, and training technicians in sales 17:37 Lead sources, the power of referrals, and marketing ROI discussion 19:37 Optimizing conversion rates: From phone call to booked job 22:14 Breaking past revenue plateaus and designing systems for sustainable, scalable growth Connect with Jarod Smith: Contact Number: 515-984-2564, 515-202-0955 Instagram: https://www.instagram.com/clogbustersdraincleaning/ Youtube: Clog Busters Drain Cleaning and Repair Website: clogbusters.coEmail: [email protected] | [email protected] 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/

In this episode of the Kee To Growth Podcast, host Jen McKee welcomes Paul Olsen, chief innovator at So Good Team and a seasoned entrepreneur in the trades. Paul shares his journey from plumbing apprentice and pump truck driver to CEO of multimillion-dollar companies, and how his transition from Koala Cooling led to the birth of So Good Team. The conversation digs into the evolution of marketing for local home service businesses, the move from Google Maps optimization to AI-powered strategies, and the challenges and opportunities that come with staying agile as platforms change. Paul and Jen discuss why niching down in marketing services can be more manageable than the many moving parts of running a home service company. They talk about the importance of intentional boundaries and authentic growth, noting that every company—regardless of industry—is fundamentally a marketing and sales organization offering a unique service. Paul details how So Good Team leveraged a proprietary system for Google Business Profile posts, adapting as Google's AI Gemini changed the landscape for local search. Their focus shifted from traditional PPC, LSA, and SEO to Google Maps and AI optimization, resulting in substantial growth even during down years for the industry. The episode provides tactical advice for contractors looking to improve their online visibility with Google AI overview searches. Paul breaks down the new game: AI pulls answers from YouTube and Reddit first, making educational video content and interactive Reddit participation essential. He outlines steps for leveraging FAQs and blogs, discussing the critical role of local relevance and linking strategies that connect Reddit conversations to a business's website. Jen and Paul emphasize the value of creating content that answers real consumer questions, especially around pricing, transparency, and what makes your business unique in its market. Throughout the conversation, Paul shares soft truths about self-leadership, imposter syndrome, and burnout—framing pain points as growth points—and highlights the power of knowing your numbers, holding yourself accountable, and building systems that keep your business healthy amid constant change. The episode closes with actionable suggestions and genuine insights for listeners navigating the messy middle of entrepreneurship in the trades, and why connection matters more than quick wins.   Timestamps: 00:00 - Welcome & Introduction: Jen sets the stage for actionable marketing insights 01:23 - Paul Olsen's Background: From trades to CEO and chief innovator 02:10 - The Koala Cooling Story & Transition to So Good Team 05:31 - Google Maps Optimization & Proprietary System Explained 06:13 - Dropping PPC/LSA & Growth with Google Maps Marketing 09:02 - Every Company as a Marketing Company: Why lead generation is essential 11:13 - Lessons from the trenches: Scaling service businesses, leadership, and accountability 12:16 - Google's Gemini Update & AI Shifts in Search Strategy 14:21 - YouTube, Blogs, FAQs, and Reddit: Tactics for AI Search Optimization 22:16 - Local Relevance in Content: Linking blog content and Reddit answers 27:27 - Google Business Profile: Algorithm, posting strategies, and photo relevance 30:22 - Departmentalizing GBP for Multi-Service Businesses 32:20 - Google's Shift to AI Overview & Commerce Platform Trends Connect with Paul Olsen / SO Good: Paul Olsen Facebook: https://www.facebook.com/mustangv8302 Instagram: https://www.instagram.com/paul_olsen SO Good Facebook: https://www.facebook.com/teamsogood/ LinkedIn: https://www.linkedin.com/company/teamsogood/ Instagram: https://www.instagram.com/teamsogood_/ Youtube: https://www.youtube.com/@sogoodteam Tiktok: https://www.tiktok.com/@teamsogood_ Website: https://sogoodteam.com/ 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Roslyn Fitzgibbons—co-founder of Eco Plumbers and founder of Bring Your Moxie—to talk about the power of community for leaders in the trades and the critical balance between business systems and people-first growth. The conversation begins with Roslyn's journey from being heads-down in operations for nearly two decades to intentionally seeking out new connections. Roslyn shares the pivotal moment she decided to build her own Personal Board of Directors (peabod group), emphasizing that true camaraderie and support often begin when you're bold enough to ask for it. Jen and Roslyn open up about the common loneliness that entrepreneurs and leaders face—especially women in male-dominated industries—and how finding your people can be a game changer. They discuss tactical steps to build authentic community, share personal stories of vulnerability, and highlight how reaching out for support isn't just helpful, it's essential for growth and resilience. Roslyn dives into the mechanics of creating operational and owner-focused groups, showing how targeted peer relationships can spark new perspective and collective encouragement. The episode then gets granular on the often-missed balance between moxie—the vision, spirit, and drive behind a business—and the "machine," which is the structure and systems that keep an organization running smoothly. Roslyn explains how too much forward motion without process creates burnout and chaos, while over-indexing on structure can stifle creativity and slow momentum. Together, Jen and Roslyn examine real-world examples from marketing strategy to company culture, breaking down how leaders can move quickly and still retain accountability, and why meaningful change comes from consistent, values-driven action, not just big bursts of energy. Wrapping up, the discussion turns personal as Jen and Roslyn talk about sustainability in business and life. They swap stories about intentional boundaries, staying consistent with fitness, and designing systems to fight decision fatigue—at work and at the gym. Roslyn's key to growth is finding fulfillment by aligning goals with values, building a strong peer community, and balancing the energetic drive with intentional structure. Practical, heartfelt, and relatable, this episode is a must-listen for anyone in the messy middle of building something meaningful. Timestamps and Topics: 00:01 Community over isolation in leadership: why you need people who understand the journey 02:40 How to intentionally build your own peer group and the impact of a Personal Board of Directors 06:59 Vulnerability and sharing the hard parts—breaking the myth of effortless entrepreneurship 10:44 Roslyn's two decades scaling Eco Plumbers, and the evolution from operations to systems leadership 14:46 The essential balance between moxie (energy/vision) and machine (systems/process) in scaling a business 17:15 What great company culture really requires: balancing celebrations with accountability and growth 21:04 How this moxie-machine framework shows up in marketing strategy and branding for the trades 25:40 Consistency, marketing systems, and why implementation is everything 26:42 Personal systems for sustainable growth: willpower vs. structure, in fitness and business 31:17 Decision fatigue and the power of removing mental roadblocks for leaders Connect with Roslyn Fitzgibbons: Facebook: https://www.facebook.com/people/Bring-Your-Moxie/61576215902298/# LinkedIn: https://www.linkedin.com/in/roslyn-fitzgibbons-35b724a1/ Instagram: https://www.instagram.com/bringyourmoxie/ Website: https://bringyourmoxie.com/Contact Number: +16143782710 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/

In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Kaela Reedy, founder of Elevated HQ, to talk about the wins and messy challenges of building and simplifying operational systems in the trades. The conversation kicks off with Kaela sharing her move from general manager at Pink Collars to launching Elevated HQ, a consulting firm focused on guiding trades companies toward operational and strategy excellence. Kaela gets real about the need for intentional boundaries and making the shift from owner-dependent chaos to a business that can run and grow with or without you. Jen and Kaela dig deep into the practical side of 90-day sprints, EOS (Entrepreneurial Operating System), and the balancing act of setting big, even "impossible," goals versus getting lost in to-do list overwhelm. Kaela challenges the idea of small incremental growth, instead encouraging business owners to look at what would truly move the needle if they aimed radically higher—and what systems, cultural changes, and personal growth that actually demands. The pair discuss how both hard and soft skills come into play: from mapping the customer journey and simplifying offers, to overcoming imposter syndrome when transitioning out of daily operations. The episode also explores the unique aspects of scaling a service-based business in the trades, from upping your marketing playbook to fit new revenue goals to getting real about owner exit planning—whether that means selling, succession, or just carving out a life as more than the business. Kaela shares stories about founders who sell only to realize their identity was wrapped up in the day-to-day, and what it takes to nurture a team and culture that delivers long after you've let go of the reins. Listeners will find tactical insight and candid stories—no empty buzzwords—about everything from mapping out the customer experience, to tackling owner dependence, to the emotional reality of what happens when you finally get a business that runs without you. If you're craving actionable strategies alongside empathetic truth-telling, this conversation is a must-listen. Timestamps & Topics 00:00 Welcome to The Kee to Growth Podcast, Jen's intro and conference update 01:42 Meet Kaela Reedy and the mission of Elevated HQ 02:23 Kaela's transition from Pink Collars to strategic operations consulting 03:58 Why Kaela is committed to EOS and the power of 90-day sprints for traction 08:00 Setting "impossible" goals: going from 1 million to 10 million and the filter shift required 10:33 The importance of simple offers and clear customer pathways for service-based businesses 12:20 How scaling in the trades really happens—acquisition, adding new trades, and marketing to your warm audience 16:01 What "simplifying operations" looks like in real life, and why recurring maintenance agreements build value 18:44 The power of understanding your P&L: diagnostics, route optimization, and business clarity 20:05 Owner dependence, letting go, and building a self-sustaining team 25:28 The key to growth: why simplifying and systems are non-negotiable for lasting success Connect with Kaela Reedy Website: www.elevatedhq.com Linked In: https://www.linkedin.com/in/kaela-reedy/ 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Dustin Vetter, the founder of Fast Air Repair, to uncover the real-life journey behind scaling a home service business from the ground up. Recorded live at EPIC in Las Vegas, Jen gets personal with Dustin about his unlikely path into entrepreneurship—learning HVAC in prison, overcoming adversity, and building a company known for both its results and people-first culture. With vulnerability and authenticity, Dustin shares what most leaders keep behind closed doors: the uncertainty, the messy middle, and how intentional alignment—not hustle—drives sustainable growth. Dustin describes his initial days solo in the field, bootstrapping his business with 7-day work weeks, no-charge service calls, and social media hustle. The conversation dives into how building operational systems and hiring the right team allowed him to shift from survival mode to intentional business development. Dustin's story pulls back the curtain on the mindset required to scale—acknowledging when he needed help, channeling growth points into learning, and embracing the emotional highs and lows of leading a team while staying grounded and genuinely connected to his why. Marketing and visibility become central themes as Jen and Dustin explore the pivotal role of personal branding, content creation, and investing strategically (even when the numbers felt uncomfortable). Dustin gets tactical about leveraging social media, sharing how a simple rebrand and the power of video content led to recognition far beyond his immediate market—and why empowering customer-facing team members as the face of the brand builds trust faster than any paid ad could. For Dustin, reputation in the community comes down to people over profits and fostering a culture that allows team members to grow into their strengths. Throughout the episode, Jen keeps the conversation actionable—highlighting the importance of business fundamentals (pricing, automation, process), healthy leadership boundaries, and knowing that the key to growth isn't in a magic bullet or "bro-marketing" language, but in consistently making aligned decisions. The discussion honors the messy middle while proving that anyone—even those whose stories don't fit the glossy LinkedIn narrative—can create a thriving, sustainable business with heart and vision. Timestamps and Topics: 00:00 Welcome and The Growth Experience Conference announcement 02:04 Dustin Vetter introduction and how Fast Air Repair began 04:20 Dustin's background, learning HVAC in prison, and early struggles 05:05 Bootstrapping: from solo operator to hiring the first team member 06:05 Bringing Jen (his wife) into the business and building the core team 07:12 Social media as a lead source, strategy, and the role of Facebook groups 09:10 The value of brand and rebranding: community recognition story 10:56 Leadership and growth: building a team, shifting from technician to owner 14:11 Continuous learning: business acumen, accounting, and scaling mindset 16:03 Marketing results: Facebook ads, content, and keys to local reputation 18:05 Team culture: soft skills, hiring for personality, and customer experience 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/  

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/

In this inspiring episode of The Kee To Growth Podcast, host Jen McKee sits down with Michelle Jeppesen of Sendgym for a practical, down-to-earth conversation on marketing and mindset in the home services industry. Drawing from a decade in the trades, Michelle shares her journey from running a CSR call center to developing hyper-targeted marketing tools for home service pros, unraveling how psychology can transform both customer experience and marketing results. Together, Jen and Michelle explore the emotional highs and lows of entrepreneurship, balance hard marketing tactics with authentic leadership, and address the real ways business owners can build sustainable growth through alignment rather than overnight gimmicks. Whether you're an owner scaling from $1 million to $10 million or just looking to strengthen your roots, this episode is packed with actionable ways to become "5-mile famous"—Michelle's approach for saturating your ideal local market and being unforgettable in your community. They highlight strategies from geofencing and hyper-targeted direct mail to social media branding, and connect every tactic back to real human behavior (hello, brain calories). You'll hear how consistency in marketing—texting, postcards, yard signs, and even thoughtful gifts—builds trust, fosters repeat business, and aligns your brand with what consumers actually need. The conversation takes a deeper dive into remarketing, explaining the difference between lead issues and sales issues, and how testing your offers is key to aligned growth. From best practices for digital ads and postcard ROI, to creative touches like lumpy mail and ringless voicemail, Michelle and Jen demystify how service businesses can stay relevant during longer buying cycles and build lasting relationships rather than quick wins. They also touch on the mental and emotional sides of entrepreneurship—how posting about your business on social media isn't "being annoying," it's fulfilling your responsibility as a business owner to be seen, trusted, and remembered. Jen wraps the episode by asking Michelle her signature question: What's the key to growth? Michelle's answer—consistent saturation—ties back to the foundation of branding, marketing, and nurturing both leads and customers. If you want to unlock the secrets behind operational efficiency, profit-first clarity, healthy intentional boundaries, and leveraging AI tools for modern marketing visibility, this conversation is a must-listen. You'll walk away with practical ideas, mindset shifts, and the encouragement to keep showing up authentically for yourself and your audience. Time stamps and topics discussed: 00:00 Welcome and introduction to The Kee To Growth Podcast and upcoming San Antonio event 02:30 Michelle Jeppesen's story in home services and transition from CSR training to marketing 04:45 The psychology behind customer service and how business is rooted in understanding why people buy 05:50 Sendgym marketing techniques: geofencing, hyper-targeting, and glitter marketing versus focused lead generation 06:44 What it means to become "5-mile famous" and best practices for neighborhood saturation 07:55 Practical ways to market locally: digital ads, yard signs, branded trucks, and automated postcards 08:35 ROI and lifespan of postcards, studies on touchpoints, and real-world results from neighbor mailings 12:45 Marketing trends: why consumers require more touchpoints and how the buying cycle is becoming longer 12:46 Remarketing and texting as powerful tools for nurturing leads and customers 14:26 Automating follow-up, leveraging broadcast texts, and the speed-to-lead culture 20:03 Lessons from millions of postcards: why the offer matters most, dollar-off vs. percentage-off, and creative A/B testing 24:18 Making offers clear, the importance of testing, and adapting creative for digital and print platforms 24:33 Ringless voicemail and lumpy mail—using gifts and thoughtful gestures to nurture leads and create loyalty 27:23 Identifying lead versus sales issues, mindset of constant marketing testing, and why personal branding truly matters 27:35 Michelle's key to growth: consistent saturation and being unforgettable 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/  

On this episode of The Kee To Growth Podcast, host Jen McKee welcomes bestselling author and entrepreneur Mike Michalowicz for an authentic conversation around the realities of scaling a business, managing profit, and building resilience as a leader in the trades. Mike, known for books like Profit First, Clockwork, and The Pumpkin Plan, opens up about his journey from business success to deep struggle, and how that paved the way for his groundbreaking approach to entrepreneurial finance.   Jen and Mike take listeners behind the curtain of business ownership, discussing the messy middle that isn't talked about enough—the financial setbacks, the tough calls around hiring and letting go, and the emotional rollercoaster of aligning your business to your natural talents. They specifically address contractors and home service leaders, breaking down why revenue isn't the whole story and how sustainable profitability should be prioritized from day one. Mike explains his Profit First system, revealing why so many owners find themselves stressed and strapped for cash despite outward business growth.   Beyond the numbers, this episode dives into the human side of entrepreneurship: the mindset shifts, intentional boundaries, and leadership evolution needed for authentic growth. Jen and Mike touch on the unique challenges home service companies face, like economy-driven ups and downs and the pressure to constantly scale. Jen keeps the discussion approachable and rooted in practical action, highlighting that every pain point is also a growth point. There's an emphasis on blending hard systems with soft self-leadership, and never losing sight of joyful business building.   Listeners will leave with clear takeaways for modern marketing, behavioral money management, and the power of differentiation—how your "extra" is actually your edge, from memorable branding to word-of-mouth-worthy service. The episode closes with a look at Mike's latest book, The Money Habit, and a compelling discussion on what truly unlocks sustainable business development, both in the books and in everyday leadership.   Timestamps and topics covered in this episode:   00:00 Welcome and introduction to The Growth Experience conference 02:06 Meet Mike Michalowicz: author, entrepreneur, and Profit First creator 03:27 The real story behind entrepreneurship: wins, wipeouts, and lessons learned 05:59 Profit First explained: mindset, human behavior, and practical application for contractors 08:21 Revenue vs. profit: why focusing on bottom line health changes everything 10:20 The neuroscience of money management and behavioral systems for owners 11:36 Budgeting on a growing business: percentages, priorities, and adjusting as you scale 13:17 What to do when revenue contracts: tough decisions and clarity during downturns 16:07 Leadership by letting go: the role of an entrepreneur as job creator 18:37 When and how to invest in marketing versus doing what everyone else is doing 21:23 The power of differentiation in branding and service: standing out in the trades   Social Media Links: https://www.facebook.com/MikeMichalowiczFanPage/ https://www.instagram.com/mikemichalowicz/ https://www.linkedin.com/in/mikemichalowicz/ https://www.youtube.com/c/mikemichalowiczofficial Tik Tok: Mike Michalowicz https://dontwritethatbookpodcast.com/ https://substack.com/@mikemichalowicz?utm_source=user-menu https://mikemichalowicz.com/mikespodcast/ Connect with Mike Michalowicz:   Social Media: Facebook: https://www.facebook.com/MikeMichalowiczFanPage/ Instagram: https://www.instagram.com/mikemichalowicz/ LinkedIn: https://www.linkedin.com/in/mikemichalowicz/ YouTube: https://www.youtube.com/c/mikemichalowiczofficial TikTok: Mike Michalowicz Don't Write That Book Podcast: https://dontwritethatbookpodcast.com/ Substack: https://substack.com/@mikemichalowicz Mike's Podcast: https://mikemichalowicz.com/mikespodcast/   Do you have a lead magnet or freebie you'd like us to include in the description? Please drop the link below. https://mikemichalowicz.com/get-the-tools/   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/

On this episode of The Kee to Growth Podcast, host Jen McKee sits down with Facebook ads pro and fellow podcast host Krystal Hobbs to dig deep into the messy middle of marketing for HVAC and home services. The conversation kicks off with Krystal's origin story—how she grew up immersed in residential construction, saw the untapped potential of social media, and quickly doubled an HVAC client's business right out of college. Krystal shares her journey from university graduate to founder of Reflective Marketing, highlighting the role mindset and authentic branding play in building a sustainable business in trades marketing. The episode gets tactical as Jen and Krystal break down the difference between Google and social media marketing for contractors. Google captures urgent leads from customers in a crisis, but social media creates long-term brand awareness and demand—even when temperatures are mild and homeowner urgency is low. They discuss how human behavior drives engagement and how companies can harness both channels for year-round lead generation, emphasizing authentic growth without resorting to bro-marketing hype. Listeners are warned about common pitfalls—boosting posts, running engagement ads without strategy, and failing to maintain intentional boundaries with access and business data. Krystal delivers actionable tips for best practices in Meta account ownership, stressing that business owners must keep control of their assets even if they're never on Facebook. The emotional toll of losing account access or getting hacked is acknowledged, reframing pain points as growth opportunities. Jen and Krystal also explore the evolving landscape of AI tools in ad creation, why Advantage Plus and automation aren't magic buttons, and how creative copy and compelling offers are more important than ever for successful campaigns. The episode closes with Krystal's key to growth: Don't put all your eggs in one basket. Equip your business with the right marketing tools and build systems that work for both your brand and your sanity. It's a conversation that grounds hard marketing tactics in real, personal stories—all with a thoughtful, approachable vibe. Time Stamps & Episode Topics: 00:00 Welcome & Intro to Home Services Marketing 02:16 Krystal's background, trades upbringing & founding Reflective Marketing 03:08 How Krystal got her first HVAC client and doubled their business 04:17 The Google vs. social media debate and demand creation 05:53 Understanding how targeting differs on Google vs. Meta 09:20 Why boosting posts and engagement ads wastes money 11:45 Access issues, business manager best practices and protecting your assets 14:12 Preventing account loss and hacking nightmares 18:02 What's working now: Facebook ad copy, creative, and targeting shifts 20:32 Defining "targeting" and "creative" in plain language 21:39 Offers and pre-qualifying leads: campaign strategies for HVAC pros 23:39 Systems—automation and follow-up for lead conversion 25:33 AI tools, Advantage Plus, and the limits of "automatic" ads 28:28 Why meta marketing "isn't set it and forget it"—feeding the beast 29:59 Krystal's Key to Growth: Having multiple marketing tools 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/  

In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Erica Leonor—an industry leader in CSR development, mindset coaching, and leadership in the trades. Erica shares her authentic journey from personal growth exploration with her mom, into running Voxa, a company focused on turning customer service representatives into powerful brand leaders. Listeners are invited into a warm, insightful conversation that's equal parts business strategy and heart, touching on how human connection and authentic communication can shape the success of a service-based business. The episode unpacks the often overlooked role CSRs play in marketing and conversion. Erica reframes the CSR's position, not as order-takers but as the essential first chapter in every customer's journey—the critical human touchpoint between marketing and booked jobs. The conversation explores tactical marketing strategies, call conversion insights, and the emotional drivers behind why customers choose one company over another. Erica lays out the DNA of effective inbound and outbound calls, and offers practical tools for developing self-leadership and team culture among CSRs. Jen and Erica go deep on the real pain points contractors face—such as low team confidence, the impact of negative scripting ("they're just price shoppers"), and the misconceptions of AI-powered support. Unique stories are shared about incentivizing CSRs, overcoming decision fatigue, and the sometimes uncomfortable process of listening to your own sales calls for growth. The message is clear: sustainable business development hinges on aligning brand voice across marketing and human touchpoints, coupled with relentless, voice-driven self-leadership. The podcast closes with actionable takeaways for entrepreneurs looking to create stronger intentional boundaries, develop team confidence, and never sacrifice the power of authentic marketing or storytelling. Erica's final key to growth? Growth always starts with aligning your internal vision and the emotions you want to evoke in your customers—because people buy not just on logic or price, but on how your brand, your people, and your story make them feel. Timestamps & Topics 00:00 Introduction – Meet Jen and Erica, personal branding, and storytelling in the trades 02:03 Erica's journey: personal development, family, and Voxa's mission for CSR growth 05:38 Why CSRs are the first conversion point in service businesses—and how misaligned branding kills marketing ROI 08:55 What triggers a need for CSR training? Spotting red flags and overlooked growth points 10:36 The power of human interaction and how a single call can make or break customer loyalty 13:53 Mindset shifts for CSRs: moving beyond "price shopper" thinking and increasing conversion rates 17:23 Tactical role plays: unlocking the power in your voice and intentionally shaping customer experience 20:15 Optimizing for different lead sources—why Facebook and social leads require tailored scripts and empathy 22:59 AI in the trades—where technology helps and where only a human can create connection or trust 27:45 Incentivization and feedback—building team culture, recognizing effort, and measuring true growth 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/ Connect with Jen on 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. Podcast Details Podcast Details 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/    

On this episode of The Kee To Growth Podcast, host Jen McKee welcomes powerhouse guest Danielle Putnam, CEO of The New Flat Rate, to dig into what sustainable, non-reactionary growth really looks like for leaders in the trades. Danielle shares her unique perspective as someone whose entire family is immersed in contracting and trades, offering a relatable take on daily business realities. They unravel the mindset shifts and actionable systems that empower owners—and especially their teams—to earn more consistent, confident income without resorting to pressure-based selling or undervaluing hard-earned expertise. The conversation moves from the nuts and bolts of pricing and revenue clarity to the bigger picture: how to stop leaving money on the table and start embracing simple technology, systems, and authentic relationship-building. Danielle explains how The New Flat Rate's dynamic menu pricing tool gives everyone from technicians to apprentices the structure they need to present honest, high-value options that customers actually appreciate. The key isn't arm-twisting sales, but enabling homeowners to say yes to what they genuinely want—while techs feel less sales pressure and more clarity in their role. Jen and Danielle also dive into remarketing and follow-up—the low-hanging fruit that so many businesses overlook. From practical file folders to top-tier automations, the discussion gets tactical about building intentional boundaries so teams consistently nurture past leads, re-engage warm relationships, and maximize ROI on every marketing dollar. They also touch on the emotional and leadership aspects of entrepreneurship: why even the best leaders need systems, how small incremental changes compound, and how involving your team in goal-setting can unlock new levels of execution and visibility. As the episode closes, Danielle connects the dots between entrepreneurship and her recent experience running her first marathon, drawing parallels between building endurance, setting the bar, and embracing the messy middle of business growth. Jen wraps up with a powerful reminder: you don't need to fake it—authentic growth comes from knowing your numbers, believing in your brand, and aligning your team around a strategy, not just hustle or luck. Timestamps & Key Topics: 00:00 - Introduction and overview of The Growth Experience Conference 02:04 - Meet Danielle Putnam and her background in the trades 03:30 - What is The New Flat Rate? Menu pricing explained 05:31 - How better pricing systems increase revenue (beyond just tracking costs) 06:50 - Stretching your marketing dollars and the connection between sales/ops 07:52 - Scripts for upselling ethically and building best friend customer relationships 10:25 - Upsells, options, and why customers make surprising choices 11:15 - The fear of raising prices, undercharging, and incremental value ladders 13:17 - Systems and tools for remarketing and lead follow-up (with tech advice) 15:12 - Why automation (not manila folders) should run your remarketing 18:38 - Consistency in marketing: planning ahead and the importance of strategy 22:57 - Getting out of reaction mode and mapping out your marketing levers 28:29 - Leveraging resourcefulness and local alliances for consistent growth 33:26 - The value of community, referrals, and Danielle's experience with Women in HVACR 37:20 - Danielle's key to growth: always be growing, evaluate and elevate little by little 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. Podcast Details 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/  

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Brigham Dickinson, the founder of Power Selling Pros, for a transformational conversation on sustainable business development, leadership, and service marketing. Brigham shares his personal journey—from experiencing the messy middle of entrepreneurship after his first business went under, to founding Power Selling Pros and unlocking the secret to operational efficiency and marketing visibility. Together they discuss how growth happens by alignment, not by accident, and how mindset and authentic connections become the foundation for scaling a service-based business. Brigham reveals the emotional highs and lows that shaped his approach, including the necessity of self-reflection and intentional boundaries. He opens up about the real challenges home service businesses face: leads not converting, marketing systems not aligning, and the moment he realized that neglected call centers were costing owners millions. The heart of Brigham's method is human behavior—coaching CSRs to create a "wow" experience by listening, caring, and reassuring customers, and why businesses grow at the speed of their healing. He emphasizes that every pivotal conversation is a chance for intentional connection, and shares how transformational incentives and ongoing training can turn a struggling team into an empowered profit center. Jen and Brigham also dig into the role of AI and modern marketing tools in the trades. They explore the difference between deep human connection and the isolation that can come from over-automation. Brigham candidly discusses why AI cannot yet replace the empathy and nuance required in high-stakes sales conversations, especially when emotional factors are driving buying decisions. The conversation returns again and again to soft truths: growth requires vulnerability, self-leadership, and prioritizing your team's development. For listeners seeking actionable insights and relatable stories, this episode blends business strategy with personal wisdom. Jen and Brigham show how combining operational efficiency, financial clarity, and strong leadership systems with authentic branding and storytelling delivers real results—without guru hype or bro-marketing language. If you want to scale smarter, foster team alignment, and truly unlock your business's potential, this episode is a must-listen. Episode Timestamps and Key Topics: 00:00 Welcome and introduction to sustainable business development and service marketing with Jen McKee 02:16 Brigham Dickinson's personal story: failure, resilience, and discovering mindset as a growth point 06:10 Realities of home service marketing: why good leads are wasted without strong call center systems 10:48 When is the best time for owners to invest in coaching and operational alignment? 12:21 The "Pattern for Excellence" foundation: listening, caring, and reassuring as the key to booking calls 15:08 Booking every lead, the urgency list strategy, and shifting from scarcity to opportunity 20:01 The modern marketing challenge: Facebook and Meta ads, relentless follow-up, and shaping the customer conversation 21:51 Training and incentivizing CSR teams for outbound calls, memberships, and operational efficiency 26:06 Calculating profit: connecting call conversion, incentives, and financial clarity for sustainable growth 30:29 Can AI replace people in pivotal sales conversations? Empathy, nuance, and the limits of automation 34:15 Brigham's key to growth: staying hungry, staying aligned, and giving your team the opportunity to thrive 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. Podcast Details 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/  

In this episode of The Kee to Growth Podcast, host Jen McKee welcomes Yossi Wachtel, owner of Monkey Wrench Plumbing, Heating, Air, and Electric in Los Angeles. Yossi shares his journey from launching a property management-focused plumbing business during the 2007 economic downturn to strategically transitioning into the residential market—a move that required a total mindset and business model shift. Yossi recounts how losing major commercial clients after a necessary price increase led him to rethink what kind of value he wanted to offer and who he wanted as his ideal client. This episode is all about the intentional pivots and personal growth that underpin real business transformation. Jen and Yossi get honest about the messy middle of entrepreneurship—the kind of growth that comes from tough lessons and not knowing what you don't know. Yossi describes the turning point that forced him to stop operating as a "bank" for commercial clients with excessive accounts receivable and to start seeking value-driven relationships instead. Their conversation highlights the emotional and mental aspects of scaling a service business: letting go of old identities, experimenting with new marketing tactics, and learning to trust in the process (even when you have no idea what ROI will look like at first). The episode also dives into the tactical side of home services marketing. Yossi talks about making the brand more visible through advertising, direct mail, SEO, and—crucially—connecting with existing customers instead of always chasing new ones. He discusses how data integrity and modern tools like ServiceTitan's heat mapping and Lace have been transformative for tracking leads and ROI, and he lifts the curtain on how his growing team collaborates to make smarter decisions about marketing and operations. Yossi credits key hires—as well as his own willingness to step back and empower others—with stretching the company's marketing budget and boosting sustainable growth. Beyond the business strategies, Jen steers the conversation back to mindset, leadership, and personal branding. Yossi reflects candidly on building his visibility on LinkedIn, overcoming fear of posting, and his passion for giving back and sharing wisdom. Jen and Yossi both agree: growth happens by alignment, not accident, and your company's success can never outpace your own personal development. The episode closes with Yossi's key to growth: focus on building yourself so you can build your team and, ultimately, your business. Timestamps: 00:00 – Yossi's origin story: launching Monkey Wrench in 2007 and surviving an economic crash 03:40 – Moving from property management/commercial to residential: why the shift happened 06:46 – Early marketing strategies: jumping into advertising, local newspapers, direct mail, and SEO 10:13 – Expanding into HVAC and electric: rebranding and service diversification 13:09 – Leveraging data and heat maps for targeted, neighborhood-based marketing in a huge city 15:04 – Internal systems and data integrity: making the numbers work to stretch your marketing budget 17:40 – Building out a marketing team; how roles and responsibilities evolve as you grow 21:38 – Strategic pivots: balancing "looking big" with maintaining a family-run, local brand feel 28:41 – The power of personal branding on LinkedIn and the ripple effect of sharing authentically 36:09 – Yossi's key to growth: personal development as the foundation for scaling a sustainable business 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/  

Episode Description What does real, sustainable growth look like in today's entrepreneurial world—especially for home service leaders and agency owners? In this episode of The Kee To Growth Podcast, Jen McKee sits down with Lyn Askin, a longtime agency founder turned certified EOS implementer, to unpack the gritty realities of scaling a service business. You'll hear stories of messy beginnings, turning points, and the mindset shifts required to step out of survival mode and build a company that's aligned, profitable, and—crucially—sellable. Lyn shares his journey from growing up with limited resources to bootstrapping his own agency, confronting burnout, and finally discovering the Entrepreneurial Operating System (EOS). He reveals how a health scare forced him to rethink his definition of success and transition his agency from relying solely on him—to a business that could thrive and even be sold. The conversation gets candid about why most business owners are the bottleneck of their growth, and how intentional boundaries and leadership frameworks like EOS can become the "missing key" to sustainable progress. Throughout the episode, Jen and Lyn break down why growth in the home services and trades isn't just about marketing strategies or chasing numbers. It's about aligning your team, building repeatable systems, and creating intentional boundaries that let you step back and allow others to lead. Lyn's personal stories illustrate how powerful "follow-up" is—not just as a sales tool but as a service mindset—reminding listeners that authentic connection will always outperform automation alone. They also explore the emotional highs and lows of entrepreneurship: overcoming fear of rejection, shifting limiting beliefs, and building a business "at the speed of your healing." With tactical examples from home services and agency life, the episode prioritizes human behavior over bro-marketing buzzwords, making space for vulnerability and the kind of honest leadership that fuels lasting results. Timestamps 00:00 Welcome to The Kee To Growth Podcast: Introducing the Growth Experience event 02:01 Meet Lyn Askin: Agency journey, entrepreneurship, & EOS background 05:18 Business bottlenecks & building a sellable company after burnout 09:09 Why follow-up and communication matter more than marketing alone 12:11 Sales psychology: Overcoming fear of rejection & mindset in client acquisition 15:30 Real examples: How maintenance plans and automations unlock hidden revenue 18:08 Mindset shifts: Investing in discipline, accountability, and support 21:07 Self-implementing EOS: Traction, pitfalls, and coaching 25:13 The hard truth: Only what you DO feeds your business, not just what you know 28:05 Framework over guesswork: How EOS clarifies vision, structure, and marketing 32:17 The key to growth: Living in a 90-day world and building intentional boundaries 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: Facebook: https://www.facebook.com/jennifer.hartman.73/ LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Podcast Details 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/ 2. Keywords Here are 30 topical keywords that were covered in the transcript: Home services marketing, Entrepreneurial Operating System (EOS), business growth, agency owner, scaling a service-based business, leadership, profit first, financial clarity, operational efficiency, AI tools, marketing visibility, private equity, building a sellable business, business valuation, follow-up strategies, client communication, sales systems, branding, digital marketing, Facebook ads, Instagram ads, TikTok ads, YouTube ads, marketing funnels, automation tools, team structure, accountability, quarterly planning, mindset in sales, overcoming fear of rejection, process documentation 3. Blog Post for this Episode Meta Description Discover how implementing the Entrepreneurial Operating System (EOS) can transform your home services business and marketing strategy. Insights from our latest Kee To Growth episode. Unlocking Growth with EOS: How the Entrepreneurial Operating System Transforms Home Services Marketing Welcome to another episode of the Kee To Growth podcast! In today's episode, host Jen McKee sits down with certified EOS implementer and long-time agency owner Lyn Askin to explore the game-changing effects of EOS in home services businesses. If you're a service entrepreneur feeling stuck in the day-to-day or searching for ways to create sustainable growth, you won't want to miss Lyn's honest stories and practical advice for making your business not just bigger—but better. TL;DR: Key Takeaways from This Episode EOS (Entrepreneurial Operating System) delivers structure, clarity, and leadership to growing service businesses. Placing marketing, leadership, and operational strategy at the forefront sparks intentional growth. Systematic follow-up and clear processes often mean more than the cheapest quote—for both sales and customer trust. Even "marketing problems" can often be traced to operational issues or lack of systems. Lyn Askin's journey from near business collapse to a high-value agency exit illustrates EOS's real-world power. You don't need to sell your business to benefit from building it as if you might—make it sellable, even if you keep it. Both self-implementation and hiring an EOS expert are options; investing in support can create additional accountability. Building a business that runs without you is the true key to value, freedom, and growth. Introducing EOS: A Transformational Framework for Home Services Businesses Running a home services business isn't just about technical expertise or closing the next lead—it's about building a company that can weather any storm. On this episode of the Kee To Growth podcast, Jen McKee is joined by Lyn Askin, a certified Entrepreneurial Operating System (EOS) implementer. With 26 years as a marketing agency owner and now years of guiding businesses through EOS, Lyn offers a firsthand look at what it really takes to move from frazzled to flourishing. What is EOS? EOS stands for Entrepreneurial Operating System—a set of simple, practical tools designed to help you and your team get clear on your vision, execute with focus, and run your business with less chaos and more intention. Lyn's story is a testament to EOS's power. After a severe health scare that made him question the future of both his business and his family, Lyn realized his company was unsellable—it depended entirely on him. By implementing EOS, he 3xed revenue, 7xed profit, and scaled a team far larger than he managed alone. Ultimately, he built a business someone else wanted to buy. Common Myths: Is Your Marketing Problem Really a Marketing Problem? One core lesson from Lyn and Jen's conversation is that many business owners turn to more marketing when what they truly need is systems and clarity. Common pitfalls: Running everything through one person (usually the owner) Lacking measurable, repeatable processes Mistaking operational gaps for "not enough leads" Failing to follow up with potential customers (costing thousands in missed revenue) Lyn emphasizes that marketing works best when it's supported by disciplined follow-up and operational support. It's about connecting the dots between visibility, sales, and after-sales service. How EOS Empowers Home Services Leaders Structuring for Growth: Accountability Before Action EOS helps owners move from being the bottleneck to building a team that can run the business without owner intervention at every step. EOS Core Components: Vision: Get everyone aligned on where you're headed and how you'll get there. People: Ensure you have the right people in the right seats. Data: Make decisions based on real numbers, not hunches. Issues: Address obstacles head-on through structured problem-solving. Process: Document and refine the most important systems. Traction: Bring the vision down to daily, weekly, and quarterly execution. The Power of Systematic Follow-Up In Lyn's words, "The person who follows up—wins the work." Whether it's $88 or $12,000, systematic follow-up and proactive customer care drive revenue and trust. Actionable insights for home service businesses: Use automation tools (like Go High Level, Chirp, CRMs) to follow up with leads and clients. Don't stop at one reminder—consistent, polite follow-up can multiply sales. Set up recurring automations for maintenance reminders, review requests, or new offers. Building a Business That's Sellable (Even If You Don't Sell) Lyn makes it clear: "You can't sell a job." If your business relies solely on you, it holds little value—either for a buyer or for your own freedom. EOS encourages you to build with intention, putting leadership, process, and profitability first. Key EOS-driven habits: Implement quarterly reviews to track progress toward goals (Vision, People, Data, Issues, Process, Traction). Establish clear roles and an accountability chart (not just old-school org charts). Treat your company as if you might sell it—structure it for independence from the owner. Practical Steps to Start Using EOS in Your Business Not sure if you're ready for EOS? According to Lyn, if you feel like your business is running you (instead of the other way around)—you probably need EOS. How to get started: Read Traction by Gino Wickman (the EOS handbook). Download free tools from eosworldwide.com Block time for quarterly and annual planning (whether solo or with an implementer). Consider hiring an EOS implementer if you want faster progress, deeper accountability, and live mentorship. Remember: It's not about being perfect out of the gate; it's about making forward progress every 90 days. Investing in Growth: Why Accountability Matters Both Jen and Lyn agree—sometimes, investing in outside support is what makes you take your goals seriously. When you pay for a proven process or coach, you're more likely to commit, show up, and see the transformation through. Benefits of professional EOS support: Personalized frameworks tailored to your business model Consistent accountability (no skipping those "hard" meetings!) Guidance from someone who's scaled, exited, and now helps others do the same Conclusion: EOS Is the Key to Sustainable Growth in Home Services Marketing The entrepreneurial path is rarely tidy—most of us build our businesses while still figuring things out. But, as today's episode reveals, you don't have to stay stuck in "messy middle mode." The Entrepreneurial Operating System (EOS) offers a proven pathway to clarity, structure, and growth—so you can market with intention, scale without losing your mind, and ultimately build a company that serves your customers, your employees, and your own life. Ready to Unlock Your Company's Growth? If you're feeling the call for structure, clarity, and better results in your home services business, it's time to explore EOS. Want more insights like these? Subscribe to the Kee To Growth podcast for honest conversations and actionable strategies that go beyond the usual marketing tips. Interested in learning more from Lyn Askin or connecting with Jen? Find their contact details and resources below: Connect with Lyn Askin: Lyn on LinkedIn Learn about EOS: EOS Worldwide Resources Discover more from Kee To Growth: Subscribe Here Your next 90 days could unlock your next decade of growth—start with clarity, start with EOS. 4. Timestamped Overview 00:00 "The Growth Experience Conference" 04:18 Entrepreneurial Journey Through Decades 07:23 Building a Sellable Business 12:32 "Marketing Funnels and Decision-Making" 14:57 "Irrigation System Check-In" 18:08 "Overcoming Fear in Communication" 21:07 Social Media Marketing & Growth Strategies 26:36 Marketing Clarity Fuels Growth 28:05 "EOS: Framework for Unified Vision" 32:22 "Growth: Intentionality and 90-Day Focus" 5. Questions Here are 10 discussion questions inspired by this episode of The Kee To Growth Podcast featuring Lyn Askin: Both Jen McKee and Lyn Askin highlighted how easy it is for business owners to mistake marketing problems for deeper operational issues. What's one example from your own experience where "bad marketing" turned out to be a systems or follow-up issue? Lyn Askin shares how a major health scare led him to realize his business wasn't truly sellable—it depended on him completely. How has a life event, big or small, shifted your perspective on business or leadership? The episode describes EOS as a structure that creates clarity around roles and accountability. What's a "messy middle" in your business that more structure might solve? Fear of rejection came up as a barrier to sales follow-up—even for skilled tradespeople. How do you or your team address that fear, and what is one way it's held you back? Both guests talked about the importance of intentional follow-up and proactive communication with clients. How do you ensure your business doesn't "forget" about opportunities after an initial bid or lead? "You can't sell a job; you can only sell a business" was a key insight. What steps have you taken—or plan to take—to build a company that can run without you? EOS emphasizes setting quarterly "rocks"—big goals with milestones. What's an example of a "rock" that changed your approach to marketing, operations, or leadership? Jen McKee admitted that investing in outside accountability (like an EOS Implementer) was crucial for making progress. Do you find accountability comes more easily from outside support, or are you able to self-implement important changes? The episode explores how businesses in growth mode often neglect their own marketing, even agencies! What mindset shift could help prioritize your company's brand-building and visibility? "Live in a 90-day world"—what does that look like for you? How would focusing on quarterly goals change your rhythm and priorities? These questions are designed to invite honest reflection and practical insights, whether you're leading a team, running an agency, or simply exploring more intentional growth. 6. Key Topics and Bullets Here's a comprehensive sequence of topics covered in the episode, along with sub-topic bullets under each primary topic: 1. Podcast & Host Introduction Welcome to The Kee To Growth Podcast Host: Jen McKee (Jen McKee) Focus on home services, marketing, and business growth 2. Announcement: The Growth Experience Conference New two-day conference in San Antonio, TX (March 30-April 1, 2026) Target audience: Home service leaders and business owners Key themes: Profit-first financial clarity, leadership, AI tools, modern marketing VIP perks and early access details 3. Introducing Lynn Askin and Their EOS Expertise Lyn Askin: Certified EOS Implementer, former agency owner 26 years scaling and selling a marketing agency Shift to consulting and EOS implementation for agencies 4. Lynn's Entrepreneurial Journey Humble beginnings and motivation to build a business Early ventures: Paper route, computer building, e-commerce and agency work Turning point: Major health incident and reflection on business sustainability 5. The Business Owner Bottleneck & The Need for EOS Realization that the agency was too reliant on Lyn Askin (couldn't run without them) The stress and health impacts of running a business without systems Discovery and implementation of EOS: 3x revenue, 7x profit, growth to 27 employees, business acquisition 6. Building a Sellable, Sustainable Business Challenges of running the business as a "job, not a company" Importance of systems, processes, people, culture for valuation and saleability EOS principles that create a self-sustaining business 7. Marketing Problems vs. Operations Problems Many owners misidentify marketing as the root issue The importance of follow-up and client communication in closing sales Personal stories illustrating value of follow-up (contractor bids, landscaping upsell) 8. Overcoming Sales Fear & Rejection Mindset challenges in sales and outreach Reframing follow-up as helpful and caring How teams can build confidence and overcome fear through intentional systems 9. Automation & Maintenance in Home Services The opportunity for automating follow-up (e.g. GoHighLevel, chirp, Slack integrations) Maintenance plans and recurring revenue for home services Practical implementation of reminders, automations, and upsell opportunities 10. EOS as a Framework for Growth What EOS stands for (Entrepreneurial Operating System) Knowing when you need EOS: Feeling overwhelmed, lack of profit, team management struggles EOS simple tools for managing human energy and business complexities 11. Implementation: Self-Implementing vs. Hiring an Implementer Reading Traction by Gino Wickman as a starting point Availability of EOS Toolbox online Benefits of hiring a coach/implementer: Accountability, speed, depth Holding oneself accountable through investments 12. EOS Practical Impact: Accountability & Planning Structures and departmental clarity for home service companies vs. agencies Quarterly rocks and annual planning for marketing and operations The value of disciplined implementation and strategic vision 13. EOS for Marketing Teams EOS strengthens all major business functions: Sales & marketing, operations, finance Intentional focus ensures no weak links among departments Relevance of the framework for agencies and service businesses 14. Closing Reflections & Key Takeaways The "Key to Growth": Intentional planning, North Star vision, 90-day accountability cycles Importance of treating business in 90-day increments for meaningful progress 15. How to Connect with Lynn Askin Contact details: Name uniqueness, website, LinkedIn, Facebook, email 16. Episode Wrap-Up Appreciation for insights shared Invitation for audience questions and ongoing support This episode blends tactical marketing advice, honest conversation about the messy reality of entrepreneurship, and actionable strategies for building a business that lasts—grounding the discussion in real stories and practical examples. 7. Clipfinder: Quotes, Hooks, & Timestamps Jen McKee | 00:00:20 - 00:00:25 Unlocking Marketing Success: "If you're ready to grow your business and get real actionable insights, you're in the right place." Jen McKee | 00:00:34 - 00:00:50 Viral Topic: A Game-Changing Conference for Home Service Leaders Quote: "If you're a home service leader who's ready for bigger growth, stronger leadership and more visibility in 2026, listen up. I'm hosting something brand new. The Growth Experience is a powerful two day conference happening right here in my hometown of San Antonio, Texas." Jen McKee | 00:01:32 - 00:02:09 Early Bird VIP Access: "Waitlist gets first access, best pricing and early VIP access. So go to thegrowth-experience.com to get on the list." Jen McKee | 00:03:12 - 00:03:29 Viral Marketing Success: "One of the things that EOS did for me is it put marketing strategy on my quarterly rocks, which made me much better at proactively planning what I was going to do every year, which hugely impacted our marketing over the last year." Jen McKee | 00:08:44 - 00:08:48 Building from Scratch: "You don't have to sell but you still need to build a business that's sellable." Jen McKee | 00:13:12 - 00:13:30 Viral Marketing Strategies: "I think about that last like touch point that you can throw in there that's like, hey, did you ever make a decision about that, you know, like, or do you want to make that decision right now? I love that story. I think that's huge and such a tangible thing that people could put into their follow up system." Jen McKee | 00:21:37 - 00:21:50 Breaking Through the Bottleneck: "I got to a point where I was the bottleneck of my business. Kind of like what you were describing is that everything ran through me, and as we were scaling as quickly as we were, that didn't make any sense." Jen McKee | 00:22:19 - 00:22:24 Viral Topic: Decisive Hiring Habits "I don't, I don't like having too many decisions. I will just go with whatever somebody says." Jen McKee | 00:24:30 - 00:24:50 Viral Topic: The Challenge of Self-Discipline "I am a very disciplined person, but I also consider myself like a very lazy disciplined person. Like I rely on support and I, I rely on investments to hold me accountable. That's how I stay accountable to my goals is I make an investment that I see as valuable so that I will do it." Jen McKee | 00:27:13 - 00:27:31 Viral Topic: The Importance of Marketing Planning: "even at that level, it's easy to not have a plan for your marketing. And, and when you don't have a plan for your marketing, it's no, it's November 5th. Like what has been on your mind that you haven't actually done? Because the year goes so fast." 8. Reel Script If you're building a business that feels messy, stuck, or way too dependent on you, this episode is your wake-up call. I sat down with Lyn Askin—a former agency owner turned certified EOS implementer—who shared how the Entrepreneurial Operating System helped him 3x his revenue, 7x his profit, and eventually sell his business. We dug into why follow-up matters more than the fanciest marketing strategy, and why creating structure isn't just about scaling—it's about making your business truly sellable. If you're ready to move from running on stress to running on systems, you can't miss these insights. 9. LinkedIn Post Absolutely loved recording this episode of The Kee To Growth Podcast with Lynn Askin—our very own EOS Implementer at Keyhart Marketing! If you're a business owner feeling stuck in the "messy middle"—where growth feels chaotic and leadership gets muddy—I promise Lynn's story offers both inspiration and actionable tools. Here are 3 takeaways you can bring back to your team this week: 🔸 You Can't Sell a Job—Build a Business That Runs Without You Lynn's wake-up call came after a health scare: if your company relies solely on you, it's not sellable (and it's exhausting). Implementing EOS gave him the structure to 3x revenue, 7x profits, and ultimately build a business someone wanted to acquire. 🔸 Follow-Up Isn't Annoying—It's Service Whether you're a contractor, agency, or service provider, following up (more than once!) helps clients and drives new revenue. Lynn shared how a simple follow-up call landed the most expensive bid… and how $88 of recurring maintenance turned into $12k in work. 🔸 Growth Happens in 90-Day Sprints If you feel "too busy" for EOS, you probably need it most. Break those big goals down—focus on what you can move forward in the next 90 days (not next year). It's the key to keeping momentum and aligning your team. Business gets messy, growth requires realignment, and success is built on small conversations—not just big campaigns. If you want more on profit-first leadership, intentional boundaries, and marketing strategies that actually move the needle—catch the full episode and let me know your favorite takeaway! #Entrepreneurship #EOS #HomeServices #Leadership #MarketingStrategy #KeyToGrowth #PodcastInsights 10. Tweet Thread 🚪 THREAD: The Real Key to Growth (Hint: It's NOT Just Marketing) 🚀 1/ Let's bust a myth: Most business owners think marketing is their main problem. Truth? The system beneath your business is just as important. 💡 On the Key to Growth Podcast, Jen McKee sits down with Lyn Askin—an EOS expert who's survived, scaled, and sold a 26-year agency. 2/ "If you're too busy for EOS, you probably need EOS." This hit me. EOS (Entrepreneurial Operating System) isn't some magic switch—it's a set of intentional choices that transform chaos into clarity. Structure > guesswork, every time. 3/ Lyn Askin got real: a health crisis made him realize his business depended entirely on him. "If I'd died, the business would've died too. I had a job, not a business." This is the messy middle no one posts about on LinkedIn. 4/ You can't market what you don't believe in—and you can't sell a business that only runs with you at the wheel. "You can't sell a job," Lyn Askin said. The real value? Systems, culture, and people who create momentum whether you're there or not. 5/ Tangible tactic: Want more clients & revenue? FOLLOW UP. Lyn Askin's $88 follow-up turned into a $12,000 job. Most contractors never called back. Guess who got the business? The one who cared enough to check in. Follow-up isn't "bothering"—it's being helpful. Automation helps, but empathy closes deals. 6/ What's underneath the surface-level marketing "problems"? Fear of rejection Not wanting to "bother" clients Your own limiting beliefs projected onto your customers These are invisible growth points you can actually solve. 7/ The backbone: EOS isn't just for big teams. If you feel like you're the bottleneck, always putting out fires, or "too busy" to think strategically, that's your cue. Framework > hard work > guesswork. 8/ Living in a 90-day world: Break down your year into rocks (quarterly priorities). Alignment beats hustle every single time. Set the North Star, get clear, and move toward it in actionable chunks. 9/ Key takeaway: "Your business grows at the speed of your healing." Intentional boundaries, curiosity, and the willingness to ask for help—all are part of real, messy, sustainable growth. 10/ Want more stories that blend tactical moves with soft truths? Follow @KeytoGrowthPod and listen in. Because growth isn't accidental—it's aligned, intentional, and a little bit vulnerable. 👇 What business "messy middle" are you finding your breakthroughs in? Drop your stories & let's get real about growth! #entrepreneurship #marketing #EOS #businesstwitter RT if you're done with "bro advice" and ready for honest conversations about building businesses that last. 11. Threads by Instagram The strength of your team isn't just about skill—it's about building intentional systems. As Lyn Askin shared, real growth comes when your business runs without you at the center. That's how culture becomes your foundation, not just a buzzword. "You can't sell a job." Lyn Askin's story reminds us: your business only has value if your people own the mission and processes, too. If the culture depends only on you, it vanishes when you walk away. Build something that outlasts you. Follow-up isn't just sales—it's culture. When you check in, you say "I care." Most people fear annoying others, but the real risk is invisibility. Caring consistently becomes your invisible advantage, setting your brand apart. Mistakes and messy middles are part of every business. Jen McKee and Lyn Askin made it clear: authentic growth starts when the team shares the vision and is empowered to own results. Culture is a daily practice, not a poster on the wall. Want growth? Break it down. Lyn Askin challenges us: set a clear North Star, then align your team every 90 days. Culture grows when everyone moves in the same direction, celebrating small wins that add up to something big. 12. Key to Growth Extraction Guest Name: Lyn Askin Pre-context line: "Okay, so, so we've come to the end of our episode here, but every guest that we have on here, we ask the same question." Lead-in question: "So you are on the Key to Growth podcast. So what would you say is the key to growth?" Key Phrase: "The key to growth? I have a couple. One, you need to be really intentional about where you're going. Like let's set a North Star, let's figure out where we're going long term with this company. Let's get everybody on board. And then you need to break that down. You need to break that down from Your, from your 10 year target. We talk about where are we? If that's where we have to be in 10 years, where do we need to be in three? And if that's where we need to be in three, where do we need to be in one? And so we're going to set some one year goals and some one year targets. And if that's where we have to be in one, what do we have to do the next 90 days to get to where we want? So my key to growth is treat your business in a 90 day world. Live in a 90 day world where every 90 days you're making progress towards the bigger picture." After-context line: "Yeah, absolutely. So if people want to reach or connect with you, where should they go to find you?" Timestamp Start: 00:32:09 Timestamp End: 00:33:06

On this episode of the Kee To Growth Podcast, host Jen McKee sits down with Matt Tyner, the CMO of Bone Dry Roofing, for an authentic conversation about the messy middle of home services marketing and sustainable business development. With 15 years in the trades spanning HVAC, plumbing, and now roofing, Matt brings a blend of hard-won experience and emotional intelligence to the discussion, unpacking how marketing, branding, and operational alignment really drive growth for businesses at every stage. Listeners will get a candid look into the nuances that separate marketing strategies for HVAC, plumbing, and roofing—including how conversion cycles differ, why nurturing customers is key, and how building trust trumps "shiny object" tactics. Matt and Jen delve into the importance of creating a brand that resonates across 18 markets, sharing actionable insights on top-of-mind awareness, the role of community engagement, and how leveraging both digital and in-person touchpoints generates authentic visibility. The episode shines a light on how Bone Dry Roofing integrates automation and carefully chosen AI tools, focusing on efficiency without sacrificing the human experience. Matt explains why his team prioritizes genuine interactions—even as the industry trends toward more automated solutions—and how operational excellence empowers marketing to fulfill its promise. From youth sports sponsorships to creative events championing their canine mascot, this episode highlights the emotional highs and practical systems that make a brand memorable (and drive real results). Whether you're a home service business scaling from $1M to $10M (or ready to break through higher), this episode is packed with storytelling, mindset shifts, and tangible strategies for elevating your leadership, marketing, and service delivery. Jen and Matt discuss why your business grows at the speed of your healing, and why alignment between your brand promise and operations is the true key to growth. Episode Timestamps 05:24 Sales Conversion Cycle Differences 08:09 "Building Trust Beyond the Storm" 10:37 Customer Engagement Through Genuine Interactions 14:48 Marketing Promises, Operations Deliver 17:41 "Dog-Friendly Community Initiatives" 20:18 "Promoting Causes on Social Media" 25:47 Customer Experience vs. Bots Debate 27:53 AI Automation in Everyday Tools 33:15 "Mastering Roofing Through Precision" 34:21 "Effective Sales Process Storytelling" 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/  

This episode of The Kee To Growth Podcast invites Laura Kelly, co-founder of Clover Growth Partners, to share her journey from Ireland to the U.S., the realities of entrepreneurship, and how building environments where people can thrive is truly the key to business growth. Host Jen McKee leads a raw, insightful conversation about the messy middle of scaling home service businesses—what happens behind the scenes when the pressure's up, mental health is tested, and you have to put alignment over appearances.   Laura opens up about leaving Ireland in search of growth and healing, learning the hard lesson that you can't outrun your own struggles. Instead, she found strength in vulnerability, and with the support of her husband, Josh, she began transforming her mindset and the workplaces around her. Laura gets real about creating cultures where transparency, respect, and personal and professional development are central—because your business grows at the speed of your healing.   Diving into tactical leadership and marketing, Jen and Laura discuss why you can't market a brand you don't believe in, the power of greater visibility, and actionable strategies for scaling intentionally, not transactionally. Laura shares her signature DP (Daily Production) report method, why it's critical to meet often with the right people, and the importance of building deep, symbiotic relationships in the industry—forging genuine networks rather than chasing surface-level leads.   The episode covers practical levers leaders can pull when call volume is down, how to nurture your customer base to maximize every lead, and why empowering your team with ongoing mentorship is essential. Throughout, Jen and Laura bridge technical marketing strategies with the emotional highs and lows of entrepreneurship—offering hard-won insights for business owners who want more than quick wins. If you're seeking sustainable growth, stronger leadership, and a brand people want to join—not just buy from—this conversation is for you.   Timestamps:   03:28 "Growth Through Transparency and Care"   06:58 "Marketing: Share Your Value"   09:59 "Maximizing Value Through Accountability"   13:45 "Lever Strategies for Predictable Results"   16:49 "Improving Revenue with Social Media"   19:28 "Befriend Experts, Build Symbiosis"   24:01 Networking Unlocks Marketing Insights   29:11 "Maximizing Chirp Through Collaboration"   31:30 Clover Marketing's Casual Beginnings   33:16 "Clover Growth Partners Overview"   36:50 "Gratitude for Laura"   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/

Part two of our special New Year's series is here—just in time to embrace fresh energy and intention for 2026. On this episode of The Kee to Growth Podcast, host Jen McKee returns with the finale of our "Key to Growth" compilation, spotlighting more jaw-dropping insights from this year's most impactful guests. If you loved the first half, this second part dives even deeper, layering bold truths, practical takeaways, and those authentic moments that make business worth building. Jen extends a heartfelt shoutout to every guest and the incredible Kee Hart Marketing team—the thinkers, leaders, and trailblazers who shaped this podcast in 2025. Their willingness to get vulnerable, share their real journey (not just their highlight reel), and dig into the messy middle of entrepreneurship, leadership, operations, branding, and mindset helped all of us grow. This episode is a celebration of community and the lessons we learned together, leaving you with even more tools to ignite your vision for the new year. As we turn the page toward 2026, Jen encourages listeners to reflect, recharge, and map out growth rooted in clarity. From scaling business systems to leading with presence, you'll hear rapid-fire wisdom—from "consistency beats genius" to "know your numbers so you can tell your story." Each guest brings their unique take on what growth truly means, blending tactical strategies with the emotional realities of self-leadership, making mistakes, and building trust. And, don't miss Jen's invitation to the industry's can't-miss conference: The Growth Experience—Profit, People & Presence, happening in San Antonio, Texas from March 30–April 1, 2026. This event is all for the doers and dreamers who want stronger systems, better teams, more visibility, and above all, real growth. Reserve your seat, follow along for updates, and join a movement that will define your success in the trades next year and beyond. Timestamps  0:00 Part Two Introduction: Reflecting on the year, gratitude to guests and team, and gearing up for 2026  0:34 Big announcement: Save the date for The Growth Experience—Profit, People & Presence conference in San Antonio  1:08 2025 recap and why "key to growth" matters heading into a new year  3:32 [Khadija Head] on building brand mindshare and being unforgettable in your market  5:13 [Ellen Rohr] on failing fast, letting go of drama, and staying agile  6:17 [Katty Higgings] breaking down the power of visibility and hiring for strength  8:28 [Tersh Blissett] on continuous learning, A/B testing, and strategic delegation  9:51 [Derek Cormier] shares how realistic goals shape sustainable growth  10:37 [Crystal Williams] on consistency as the ultimate growth lever Learn more about The Growth Experience (Profit, People & Presence) and connect for event updates:  Official site: https://thegrowth-experience.com/  Instagram: https://www.instagram.com/thegrowth.experience/  Facebook: https://www.facebook.com/khm.thegrowth.experience  TikTok: https://www.tiktok.com/@thegrowthexperience_ 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/  

This special Christmas episode of The Kee To Growth Podcast brings you a reflective, gratitude-filled recap of the standout moments and growth wisdom shared by our guests throughout 2025. Host Jen McKee opens up the archives to spotlight the most powerful answers to our essential question: "What is the key to growth?" From personal stories to tactical marketing tips, this episode is a mosaic of inspiration, lessons learned, and candid conversation from leaders across the home services and entrepreneurship space. Each response is handpicked for its insight into what really fuels sustainable business development—hint: it's not just strategy, but the people, teams, values, and authentic relationships behind every successful company. You'll hear guest voices spanning agency founders, in-the-trenches marketers, and growth-minded owners sharing their takes on leadership, hiring, storytelling, operational clarity, and cultivating communities rooted in trust and service. Jen weaves these moments together with the show's signature warmth and vulnerability, highlighting not just the wins but the messy middle—the intentional boundaries, the need to believe in your brand, and the mindset shifts that move the needle in business and life. This episode is the first part of our annual recap, with a sequel arriving next week before the year ends. Thank you for making 2025 a year of connection, growth, and authenticity on the Kee to Growth Podcast. Your encouragement, reviews, and stories have fueled every episode. Whether this is your first listen or you've been with us all year, we appreciate you and can't wait to keep growing together into 2026! Timestamps:  00:00 – Jen McKee welcomes listeners, shares gratitude for 2025, and introduces the Christmas recap special 00:41 – Announcing The Growth Experience conference for 2026 and what's to come on the podcast 03:59 – Guest on content: Why creating things people want to share beats generic marketing 05:54 – Building genuine relationships as the ultimate marketing tool, from Lara's perspective 07:36 – Josue and Katherine: Continuous learning, trusting experts, and fast adaptation 09:03 – Stephanie and Bridget: Letting go, trusting your team, and looking at the business "macro" 12:25 – Guest perspective: Investing in your team and community fuels long-term growth 13:42 – Closing reflections from Jen, thanks to all guests and listeners for an amazing year 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 Learn more about The Growth Experience (Profit, People & Presence) and connect for event updates: Official site: https://thegrowth-experience.com/ Instagram: https://www.instagram.com/thegrowth.experience/ Facebook: https://www.facebook.com/khm.thegrowth.experience TikTok: https://www.tiktok.com/@thegrowthexperience_ This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.co

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Ryan Redding for a rich, no-fluff conversation about the realities of sustainable business development in the home services world. As someone who's both grown and sold a marketing agency, Ryan shares the journey from heading Leveragy to merging with KickCharge Creative, and how that transition led him to launch his coaching practice, Eightfold Advantage. He and Jen explore the often overlooked, messy middle of scaling a service business, what keeps leaders stuck, and why authentic alignment—not generic "hacks"—fuels long-term growth. Ryan opens up about why great marketing cannot compensate for operational gaps. He breaks down the three buckets where most owners and leaders stay stuck: the search for real freedom, the friction of "profit leaks," and the reality of hitting a growth ceiling. Drawing from nearly ten years in the trades, Ryan's insights reveal that businesses often look to marketing to solve deeper business problems. He advocates for honest reflection, targeted operational improvements, and building a team that shares both vision and accountability. The conversation digs into systems thinking versus quick fixes. Jen and Ryan discuss their personal experiences with operating frameworks like EOS (Entrepreneurial Operating System) and the new, more holistic Bloom Growth model. Listeners get actionable ways to translate conference energy into real results, highlighting the magic that happens when a leadership team commits to shared learning—and why soft skills like trust and psychological safety create competitive advantage. Ryan underscores the importance of developing internal competency rather than expecting vendors or external hires to "save" the company. Closing out, Jen and Ryan address the hard skills of setting marketing KPIs, building intentional boundaries, and confronting overwhelm as a growth point—not a shame trigger. If you're a home service leader navigating market changes, looking for real business clarity, or curious about how team health and financial literacy drive results, this episode is your playbook for authentic, sustainable growth. Tune in for grounded strategies, a touch of vulnerability, and a reminder that your business grows at the speed of your healing. Timestamps and Topics 00:00 "The Growth Experience Conference" 04:05 "Helping Businesses Get Unstuck" 09:20 Team Collaboration Builds Business Success 10:41 "Team Ideas Drive Innovation" 15:54 "Eos: Unchanging Framework Critique" 16:40 Team Dynamics Drive Success 22:44 "Shared Learning for Better Systems" 24:12 Navigating Uncertainty: Next Steps 26:38 Proactive KPI Tracking Framework 29:48 "Interpreting Data Effectively" 34:07 "Choosing the Right People" 36:43 "Paranoia as Risk Mitigation" 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/

In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Zac Garside, president of Prolific Brand Design and renowned email marketing specialist in the home services industry. Together, they unlock honest, actionable insights on why email marketing is often overlooked by contractors, and how revitalizing your approach to this "cockroach of marketing" can nurture relationships, boost operational efficiency, and keep your business top of mind in 2026 and beyond. The conversation begins with Zac's personal journey—growing up around the trades and witnessing firsthand his father's locksmith business, then journeying into home services via Power Selling Pros and eventually founding his own agency. Zac shares what drew him deeper into the email marketing space, describing the pivotal moment interning at DigitalMarketer where he realized the leverage and immediacy this channel holds for service businesses compared to traditional, resource-intensive lead generation strategies. Throughout the episode, Jen and Zac dig into the systemic gaps they see in home service marketing stacks. They explore why most contractors underestimate the loyalty and results generated by a warm email list, and offer granular strategies for building, segmenting, and nurturing that list—from service-based customer collection to creative lead magnets and compelling, story-driven content. They also tackle branding, storytelling, and operational best practices, highlighting how the most successful campaigns merge authentic company values with dialed-in offers and real urgency. With an emphasis on actionable takeaways, Zac opens up about the four main types of emails that drive results, his strong preference for plain-text over HTML emails, and how to harness conversations from the field, myth-busting, education, and scarcity-driven offers to drive both engagement and revenue. Jen draws out the softer side too, talking intentional boundaries, personal connection, and why your brand's emotional resonance and trust factor will always outperform any digital trick. Whether you're a seasoned marketer or home services newcomer, this episode offers a roadmap to building relationships and business resilience without sacrificing authenticity—or your sanity. Timestamps 06:27 Email Marketing's Power Revealed 07:25 "Game-Changing Email Marketing Insights" 12:42 Plain Text Email Strategy 16:51 Email Marketing in Trades Companies 19:26 Boosting Brand Visibility Strategically 21:15 Authentic Branding Foundations 24:44 Email Marketing Consent Guidelines 29:42 "AI Assists with Unfinished Thoughts" 31:47 "Customer Insight Improves Marketing" 36:00 "Grateful for Your Insights"   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/

This week on The Kee To Growth Podcast, host Jen McKee sits down with Thaddeus Tondu, CEO and co-founder of On Purpose Media, to unpack the real behind-the-scenes journey of building a digital marketing agency from the ground up—right at the onset of the pandemic. Thaddeus shares how On Purpose Media weathered the unique challenges of launching in February 2020, navigating early wins and rapid client losses as Covid hit, and how the agency clarified its niche by focusing on trades like HVAC, plumbing, and electrical. Their conversation is refreshingly candid, moving beyond generic advice to dissect what it really means to niche down and serve the home services industry with integrity and alignment. Jen and Thaddeus get tactical about marketing ecosystems and the realities of sustainable business development in the trades. They dive into the indispensability of great branding, professional websites, and the importance of marketing as an investment rather than a cost—especially for businesses aiming to grow intentionally beyond the messy middle. The episode highlights how personal branding and authentic connection through social media remain foundational, but the strategy shifts depending on your business's season and scale. A huge focus in this episode is the rapidly changing landscape of AI search—how ChatGPT, Google's AI mode, and other engines are shifting the rules of visibility for home service businesses. Thaddeus breaks down what "good content" actually looks like, emphasizing the need for expertise, authority, and trustworthiness in every marketing touchpoint. The duo also share the pitfalls of relying exclusively on AI-generated content (including a hilarious IAQ story), the importance of structured website content, and the value of showing up consistently on platforms like LinkedIn, YouTube, and even Instagram Reels. These actionable insights are woven with stories from their own entrepreneurial paths, making marketing advice feel human and achievable. Throughout the episode, Jen connects the dots between hard marketing skills and the softer truths of leadership, mindset, and overcoming imposter syndrome. Whether you're a technician-turned-owner just starting out or a $10M+ trades business setting intentional boundaries and scaling up, you'll find tactical direction as well as honest encouragement. Jen's grounded approach combined with Thaddeus's growth wisdom makes this conversation both relatable and deeply practical for anyone investing in their brand's ecosystem. 00:00 "Home Services Marketing Unlocked" 04:20 Choosing Between Roofing & HVAC 07:06 AI Search Challenges 10:16 AI Missteps and Search Challenges 14:44 Grandfathered Pricing & Website Debate 17:59 "Marketing Ecosystem Insights" 20:18 "Prioritize Website for Business Start" 25:20 Optimizing Your Marketing Ecosystem 27:57 Starting Small with Marketing Budget 32:20 "Marketing Plan Simplified with AI" 34:59 "Success through Action and Speed" 36:21 Contacting Thaddeus Tondu   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/

In this value-packed episode of The Kee To Growth Podcast, host Jen McKee sits down with powerhouse guests Stephanie Postell (Anchor Heating & Air), Cindi McNew (Tuck and Howell), and Kerry Sweet (Streamline Services) to explore the transformative impact of showing up for your community—and your team. This conversation pulls back the curtain on what authentic community involvement looks like for businesses in the trades, moving beyond buzzwords and digging into real initiatives that build trust, impact, and sustainable brand visibility. Jen and her guests go deep on how giving back—in ways that align with your company's culture and personal passions—can drive more than just feel-good stories. They talk about how being present in local events, schools, and organizations doesn't just shape your external reputation, but forges a sense of shared purpose within your team. The stories shared range from supporting Make-A-Wish and animal shelters to hands-on volunteering and creative fundraisers involving the whole company. It's an honest look at both the emotional highs and the real-world outcomes of choosing to lead with service. Listen in as these leaders share tactical tips for celebrating your team, from out-of-the-box holiday parties to little (and big) acknowledgments that cultivate a thriving company culture. They acknowledge the messy middle—how hard it can be to balance all the demands, why intentional boundaries matter, and the smallest first steps you can take if community engagement feels daunting. The episode blends marketing strategy with human behavior, reminding us that showing up authentically is far more important than orchestrating a picture-perfect campaign. If you've ever wondered how to bridge the gap between your business and your community—or wished you could find time and energy to celebrate your team—this episode is for you. Jen and her guests give you practical ways to get involved (even if you start small), show how social media can be a force for good, and underscore that growth happens when you align your actions with your purpose. Consider this your nudge to go from idea to implementation—and watch both your business and your people flourish. Timestamps 00:00 – Introduction and episode kickoff with Jen McKee 02:06 – Guest introductions and defining the role of community in business 05:01 – Community involvement: favorite give-back initiatives and why they matter 10:09 – How local partnerships and showing up lead to meaningful connections 14:19 – Making impact as an employee vs. owner: finding your unique contribution 20:40 – Creative ways to celebrate your team during holidays (and beyond) 27:55 – Blending celebration with purpose: giving back while building culture 34:41 – Social media visibility: how sharing your story inspires and amplifies impact 39:19 – First steps for leaders unsure where to start with community involvement 46:39 – Encouragement and practical next steps: implementing what you've learned 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/

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/

Get ready to dive deep into authentic growth Join Jen McKee, founder of Kee Hart Marketing, as she hosts a special live episode of the Kee to Growth Podcast at Service World Expo 2025, featuring Mike Venidis, Owner of Good Golly Garage Doors (Phoenix) and Chief Marketing Officer of Good Golly Garage Holdings. This conversation uncovers the messy middle of entrepreneurship—where strategy meets emotion. Mike opens up about a traumatic event that became the turning point in his life, leading him to build and scale successful brands within the home services industry. Together, Jen and Mike explore how business growth often mirrors personal growth, offering a raw yet practical lens on leadership, branding, and purpose. From the evolution of marketing—Yellow Pages to AI—to the psychology of today's buyer, they break down why timeless human behavior still drives modern decision-making. Mike shares actionable insights on: Guerrilla marketing and audience targeting Why landing pages often make or break campaigns Common mistakes marketers make when ignoring emotional connection As the discussion moves into AI, Mike explains three powerful ways trades businesses can start leveraging artificial intelligence today: On-site content optimization Off-site partnerships Technical SEO and automation Jen complements this with her expertise in social media strategy—revealing how authentic personal branding and healthy digital boundaries lead to sustainable growth, not burnout or performative marketing. The episode closes with an introspective note on legacy and purpose. Mike introduces his new initiative, House of Good, a free community designed to help home service professionals grow, learn, and give back. His philosophy captures the essence of the conversation: "Your business grows at the speed of your healing." If you're a small business owner, marketer, or leader who believes that impact matters more than hype, this episode is for you. Episode Chapters 00:00 — Trauma Fueled My Career Path 05:30 — Marketing Psychology and Connection 08:20 — Buyer Psychology in PPC Strategy 11:38 — Winning with Landing Pages 15:07 — Google's AI Strategy and Market Share 17:59 — Simplifying Success Through Humanity 22:15 — Passion, Impact, and Entrepreneurship 25:11 — Impact Over Money 26:53 — Growth Requires Embracing Hardship Connect with Mike Venidis LinkedIn: https://www.linkedin.com/in/mvenidis/ Instagram: https://www.instagram.com/mikevenidis/?hl=en Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, an award-winning social media agency for the trades. As host of The Kee to Growth Podcast, she empowers service-based businesses with authentic, actionable marketing strategies. LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Facebook: https://www.facebook.com/jennifer.hartman.73/ Website: https://www.keehartmarketing.com Listening on desktop and can't click the links? Just search Kee to Growth in your favorite podcast app. Produced by Skilled Trades Syndicate — Home of the Service Business Mastery Podcast Website: https://www.servicebusinessmastery.com

Growth in business rarely happens by accident—it's built on alignment, strategy, and a willingness to face the messy middle. In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Jonathan Banister, founder and CEO of Top Serve Digital, to talk about the reality of building—and rebuilding—a brand in the ever-evolving world of home services marketing. Jonathan shares his remarkable journey, from running Cornerstone Marketing Solutions to launching Top Serve Digital, pulling back the curtain on his own rebranding process and what it's taught him about identity, reputation, and staying future-ready.   Jen and Jonathan dig into the emotional side of entrepreneurship: why so many business owners cling to a brand name even when it's not serving them, and how to make brave, strategic pivots even when it means letting go of what feels comfortable. Jonathan addresses the tension between attachment and opportunity, sharing how he finally made the leap after almost a decade running with the "Cornerstone" name—and revealing the surprising impact it had on his business and clients.   One of the core takeaways from this episode revolves around the power of brand equity in a digital landscape that's rapidly shifting. Jonathan breaks down why traditional lead generation is losing its edge, how platforms like Google are no longer the only gatekeepers, and what it really takes to stand out as a memorable brand when AI-driven search becomes the norm. Their conversation touches on the rising importance of omnichannel video marketing and the necessity of investing in storytelling and reputation—not just logos or wrapped trucks. As they note, true brand equity isn't measured by your font or color palette, but by the trust you build, the emotional connections you foster, and the frequency with which you're remembered when a problem arises.   Finally, Jen invites Jonathan to open up about his "bed method" (brand equity domination), the role of face-to-face community events, and the anxieties and opportunities tied to the future of digital marketing with the rise of AI. The episode leaves entrepreneurs and marketers with both tactical and soul-level guidance for adapting to the changing landscape—emphasizing authentic connection and personal growth as the real keys to becoming a household name. And for those looking for practical next steps, Jonathan's forthcoming book and podcasts are ready resources.   Timestamps for this episode:   00:00 Cornerstone Marketing Origins 05:55 Video Integration in Digital Marketing 08:06 Understanding Brand Equity Levels 11:28 "What to Shoot Matters Most" 14:11 "Future of Marketing Insights" 16:23 AI's Impact on Branding and Social Media 19:50 Marketing in Multi-Platform Era 24:34 Effective Canvassing and Retargeting Strategy 25:49 "Targeting Ideal Customers Unconventionally" 28:24 "Home Service Hustle Podcast"   To learn more about Jonathan's work and insights, visit TopServeDigital.com or explore his upcoming projects and speaking schedule at jonathan-bannister.com. You can also connect with him directly to book consultations, collaborations, or podcast appearances through his official booking link.   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/

On this episode of The Kee to Growth Podcast, host Jen McKee sits down with Frank Luersen, owner and general manager of Home Team Electric in Palm Springs, California. Frank takes us through the messy middle of building his business—starting in the grind of new construction, shifting to residential service, and the emotional and tactical pivots that saved the company during hard times. From learning that business is its own trade to finding the right mentors, Frank's story is all about authentic growth, the power of local branding, and the human side of marketing in the trades. Frank gives us an inside look at what it really takes to transition from being a subcontractor in a saturated market to establishing a recognizable, trustworthy residential brand. He shares how a tough moment of burnout became the catalyst for change, describing the lightbulb moment when he decided to pivot and focus on residential service instead of chasing contract work just because "that's what contractors do." Through modeling successful companies and investing in coaching, Frank and his team unlocked their own path to sustainable business development. He also talks candidly about the mindset shifts required—embracing humility, persistence, and surrounding yourself with the right community. Jen and Frank break down real, actionable marketing strategies that go way beyond guru buzzwords. Frank reveals how Home Team Electric rode the ups and downs of economic cycles, leveraging lessons learned through mistakes as well as bold moves—like rebranding, investing in community connection, and securing game-changing radio and TV deals during COVID. From the power of a great logo to building deep customer relationships through frequent, personalized outreach, Frank's tactics put storytelling and customer experience at the forefront. This episode also dives into the emotional highs and lows of entrepreneurship—navigating imposter syndrome, investing in lifelong learning, and holding intentional boundaries. Hear how Frank leverages mentorship, continuous skill-building, and authentic connection (with both employees and clients) as the ultimate leadership tools. If you're ready to create momentum in your business, craft a brand you genuinely believe in, and put the heart back into marketing—this conversation is for you. Timestamps 02:26 Learning the business trade and the importance of mentors 04:29 Early hustle: landing first clients and doing the work yourself 07:39 Pivotal moment: pivoting from contracts to residential service 08:42 The role of mentorship, coaching, and community in growth 14:20 Rebranding from Desert Electric to Home Team Electric—why identity matters 18:07 Pricing, profitability, and delivering real value 19:25 Surviving setbacks: diversifying leads and not relying solely on Google 20:49 Leveraging old and new marketing channels: Angie's List, Yelp, Facebook, direct mail 24:06 Unique and creative marketing campaigns: jingles, radio/TV deals, and deepening customer relationships Connect with Frank Luersen and Home Team Electric: Website: https://hometeamelectric.com/ Instagram: https://www.instagram.com/hometeamelectric/ Facebook: https://www.facebook.com/Hometeamelectric/ YouTube: https://www.youtube.com/channel/UCN5LmG8C6p46jo26Z0IqMyw 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/

On this episode of The Kee To Growth Podcast, host Jen McKee sits down with Mitch Smedley, founder of Smedley Plumbing in Kansas City and co-owner of a small business consulting agency, to peel back the layers on building a service-based brand that's both community-driven and memorable. Mitch shares his journey from two decades working in the plumbing industry to launching his own company in 2020—right at the height of pandemic uncertainty. Rather than playing it safe, he doubled down on a purpose-forward approach, leading with the Family First program that offers free plumbing repairs for those in need as his opening move in the market. Jen and Mitch go deep on the power of branding with heart, exploring how Smedley Plumbing's "Fix Pipes, Pet Dogs" slogan and dog-friendly approach have helped the team build authentic connections with both customers and the community. Mitch unpacks his philosophy that marketing should be fun and rooted in real service, not just facts or price points. The conversation highlights how their social media presence—from entertaining YouTube videos to whimsical short-form content—keeps the brand top-of-mind during the crucial "I-need-a-plumber-now" decision window. Mitch also pulls back the curtain on the strategy behind Smedley Plumbing's highly-visible YouTube channel, which doesn't just spark brand awareness but doubles as a robust content bank to repurpose for Instagram Reels, TikTok, and Facebook. He shares how video content can serve as sales enablement, a customer qualifier, and a subtle filter to attract the right-fit clients. This episode is full of real-world marketing takeaways for anyone building a service brand, including how to leverage local community pages, why consistency matters for programs like Family First, and the surprising ROI of quirky campaigns (like sponsoring a mini racecar or hosting kangaroos at a customer event). Rounding things out, Mitch opens up about the emotional and mental journey of entrepreneurship—growth is never linear, and sometimes the marketing "fails" are where the best evolution happens. He also previews his consulting business, Tradewinds Consulting, focused on helping sub-million-dollar home service businesses lay a solid foundation before they hit rapid growth. For founders in the messy middle of building and scaling, Jen and Mitch's conversation offers actionable insights that blend tactical social media strategy with honest discussion about the emotional rollercoaster of business ownership. Timestamps: 00:01 - Mitch Smedley's background and launching Smedley Plumbing in 2020 00:03 - How the Family First program put Smedley Plumbing on the map 00:07 - Building a memorable brand with "Fix Pipes, Pet Dogs" and dog-friendly marketing 00:08 - The role of YouTube and content production in plumbing services marketing 00:10 - Repurposing video content for social media and qualifying leads 00:13 - Day-in-the-life videos and reaching the next generation of tradespeople 00:14 - Shifting the 2025 marketing focus to social media and Google presence 00:17 - Non-traditional marketing: micro-sprint cars, community events, and staying top-of-mind 00:18 - Dog-friendly branding and the evolution of community engagement campaigns 00:21 - Marketing wins, failures, and advice for business owners in the trades Connect with Mitch Smedley and Smedley Plumbing:  Website: https://callsmedley.com/  Facebook: https://www.facebook.com/SmedleyPlumbing  YouTube: https://www.youtube.com/@SmedleyPlumbing  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/

In this episode of The Kee to Growth Podcast, host Jen McKee sits down with powerhouse husband and wife duo Karen and JC Hite. Both are recognized as leading mentors in the home services and marketing agency space, but their reach extends far beyond just marketing—think business education, stable scaling, mindset, and true relational growth. Jen shares how Karen and JC have influenced her own entrepreneurial journey and why she gravitates to mentorship as a foundation for growth, setting the stage for an authentic, value-packed conversation. JC and Karen dive into the evolution of their business, explaining how their passions and needs shaped what they offer today. From starting as a white label digital marketing agency focused on scalable operations and client experience, they expanded into educational masterminds, industry events, and now business investment partnerships. At the core of everything? Helping service-based businesses and agencies grow with intentional boundaries, mental and emotional resilience, and a reliable community. The conversation steers away from bro-marketing lingo and quick wins, instead highlighting the messy middle—where agency owners, trade business leaders, and entrepreneurs in every niche confront the real work of aligning business growth with personal healing and alignment. Karen shares how collaborative community and vulnerability have transformed their approach, while JC unpacks a simple but powerful framework: the synergy of motivation, education, and execution. Both stress the importance of depth over quantity, especially when it comes to networking and building authentic relationships. Highlights include tactical advice for creating meaningful in-person events, leveraging community for brand visibility, and building foundational systems (from automating reviews to using CRMs like Go High Level). Whether you're running a roofing business, a plumbing company, or a digital marketing agency, this episode will inspire you to rethink what's possible when you focus on connection, purpose, and sustainable practices. You'll walk away with insights on how to host your first event in an approachable way, how to nurture relationships with intention, and why your current network already holds the keys to meaningful, aligned growth.   00:00 Home Services Marketing Podcast 04:11 Expanding Home Service Marketing Funnels 08:01 Improving Client Experience in Business 12:15 Value of In-Person Connections Rising 15:45 Building Brand Recognition for Success 16:56 Overcoming Social Anxiety at Events 22:06 Birdhouse Workshops as Recruitment Tool 23:49 Empowering Education Through Practical Skills 27:38 "Prioritize Relationships Over New Leads" Connect with Guests: Facebook: https://www.facebook.com/hitedigital LinkedIn: https://www.linkedin.com/company/hite-digital/ YouTube: https://www.youtube.com/@hiteinternational/videos 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/

In this insightful episode of The Kee To Growth Podcast, host Jen McKee sits down with Mandeep Bhalla, founder and CEO of Grow Nearby and Grow Reviews, and host of the Bond for the Trades podcast. Together, they peel back the curtain on what's really working in home services marketing, exploring both the tried-and-true fundamentals and the emerging shifts that are reshaping digital marketing and branding for the trades. Mandeep shares his personal journey—immigrating from India, diving into the U.S. home service sector, and launching his own agency at the onset of the pandemic. This episode is filled with relatable stories and practical lessons for entrepreneurs navigating their own "messy middle." Jen and Mandeep dig into the evolution from legacy platforms like WordPress to Webflow and why staying ahead matters in such a rapidly changing landscape. They don't just talk tech—they keep it grounded in authentic human behavior and the importance of intentional boundaries when working with agencies. For listeners in the thick of building their businesses, Mandeep's perspective on the emotional and operational highs and lows of entrepreneurship is a breath of fresh air, emphasizing purpose, resilience, and the value of culture over hype. A major highlight is the transparent conversation about what differentiates effective marketers from those who, intentionally or not, create misalignment for their service clients. Jen and Mandeep walk through red flags—like asset ownership holds and outdated SEO practices—and empower listeners to ask better questions of their vendors. The discussion around reputation management goes deeper, addressing the mental side of entrepreneurship and the importance of relationship-building for sustainable business development, not just quick wins. Actionable takeaways abound: from auditing your website's SEO and optimizing Google Business Profile for new trends (including video reviews), to balancing old school tactics like flyers and yard signs with the latest digital content strategies. Mandeep's advice is grounded in a genuine desire to help others grow intentionally, reinforced by his own learning from Gary Vee and a commitment to fostering cultures where teams are genuinely excited to show up—even on Monday mornings. Timestamps:    00:00 "Home Services Marketing Podcast" 05:27 AI-Driven SEO Success Strategies 08:33 Tampa AC Repair SEO Strategy 11:35 Meeting My Inspirational Idol 15:01 Delegation in Social Media Ownership 18:50 Marketing Strategy for Contractors 19:22 "Pay-Per-Call Marketing for Contractors" 23:45 "Consistency and Positive Work Culture"   Connect with Mandeep Bhalla & Grow Nearby: YouTube: https://www.youtube.com/channel/UC7hjBDONQ3bZ3a1rChrjEvw LinkedIn: https://www.linkedin.com/company/grownearby/  Facebook: https://www.facebook.com/GrowNearby# 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/