The Kee To Growth

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/

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Jackie Sorensen—third-generation owner of an 80-year-old HVAC company and the powerhouse behind the "Jackie H Vaci" brand. Jackie opens up about her journey from fresh-out-of-school tech to owner, including what it was like to carry her family's legacy while making it her own. She and Jen discuss the very real challenges of stepping into leadership, especially as a woman in the trades, and the mindset shifts and intentional boundaries that powered her growth along the way. Jackie and Jen get real on what it means to balance tradition with innovation as a legacy business owner. Jackie shares how she brought her company into the digital age, persuaded her dad to go "online" before it was cool, and why human connection—online and off—matters most in home services marketing. You'll hear how personal branding, community involvement, and creating space for others (especially women) in the industry became part of her secret sauce for sustainable business development. On the marketing front, Jackie goes tactical, unpacking how leveraging social media, bold billboards, and community outreach has transformed her company's presence. She explains how supporting techs who want to post online can grow your brand from the inside out, and how standing out at expos and trunk-or-treats (with a little leopard print flair) builds genuine local connections. The team's annual "Hot Mama Giveaway" is highlighted as a powerful example of community-driven, value-aligned marketing. If you're looking for inspiration on blending hard business skills with honest reflection—and actionable tips for growing a business you actually believe in—this episode is for you. You'll come away with practical advice on sustainable growth, authentic marketing, and embracing the messy middle of entrepreneurship (even when the ROI isn't easy to measure). Timestamps 00:00 Early Social Media Presence Insights 05:18 Family Business Takeover Dilemma 07:11 "Embrace Technician Branding Collaboration" 09:57 Enhancing Social Media Retention Tools 14:03 Creative Branding with Stickers & Air Fresheners 16:51 "Creative, Playful Billboards Success" 21:38 Father's Struggle with Appearance 23:11 Challenges in Tracking Marketing ROI 26:30 "Balancing Work and Family Life" Connect with Jackie Sorensen and Source and Heating: Facebook: https://www.facebook.com/thorsonheatinginc Website: https://www.thorsonheatinginc.com/ You can also find Jackie as "Jackie H Vaci" on TikTok, Instagram, and Facebook. Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/  

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Carol Longacre, Director of Affiliate Relations at Service Nation, for an insightful conversation that digs deep into the real world of business growth, leadership, and the power of connection in the trades. Carol shares the journey from building her own family remodeling company to supporting thousands of contractors through Service Nation and the upcoming Service World Expo. The discussion is filled with vulnerable moments about embracing the "messy middle" of entrepreneurship, developing an authentic brand, and aligning growth with personal values and mindset. Carol and Jen explore the often-underestimated impact of trade associations, legislative advocacy, and best practice communities for HVAC, plumbing, and remodeling professionals. Drawing from Carol's personal and professional experience—including her takeaways from the John Maxwell IMC Conference and the inventive tactics behind the Savannah Bananas—this conversation goes beyond business tactics and into the heart of what it takes to grow a sustainable, people-first company in today's landscape. Listeners will walk away with renewed clarity on why customer experience is foundational in marketing, actionable tips for genuinely standing out in a crowded marketplace, and the importance of building intentional boundaries as you scale. Carol shares practical stories about fostering belonging, creativity, and care, both within her own remodeling company and in her work with Service Nation's member contractors. With Service World Expo (October 26 - 30, 2025) approaching fast, Carol and Jen offer an early look behind the scenes, including what first-timers can expect, the power of in-person networking, and how to intentionally plan your event experience for maximum value. Jen will be hosting a LIVE episode—Behind the Curtain: Marketing, Community, and Culture Strategies Driving Today's Top Trades Businesses—on October 28, 2025, from 1:15 to 1:45 PM at the Expo. Plus, listeners get a special offer with KHM's promo code Kee100 (valid until October 10 with the Room Block at Caesar's Forum & Harrah's). Timestamps:  04:28 Legislation's Impact on Housing Affordability 06:58 Creative Leadership and Team Innovation 10:45 Cultivating Fan Loyalty with Gratitude 15:35 Dolores: Enhancing Industry Connections 17:07 Networking at Happy Hour 22:33 Plan Your Show Strategy 22:58 "Plan and Focus for Success" 26:30 Join and Grow with Us 29:39 Mindset Shift: Offering Solutions 33:38 "Future of Trades Panel" 36:22 "Grateful Acknowledgment" Connect with Carol Longacre: Facebook (Carol Longacre): https://www.facebook.com/carol.longacre Connect with Service World Expo: LinkedIn: https://www.linkedin.com/company/serviceworldexpo Instagram: https://www.instagram.com/serviceworldexpo Facebook: https://www.facebook.com/ServiceWorldExpo Don't Miss: Service World Expo (October 26 - 30, 2025, Las Vegas) Meet Jen McKee LIVE for "Behind the Curtain: Marketing, Community, and Culture Strategies Driving Today's Top Trades Businesses" Date: October 28, 2025 Time: 1:15 – 1:45 PM Special Offer for Listeners: Use promo code Kee100 for discounted registration and room rates at Caesar's Forum & Harrah's (valid until October 10). 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 chats live from Orlando at the EGIA Epic conference with Dustin Van Orman, a cornerstone leader at Any Hour Services and a champion of service business growth and leadership in the trades. Dustin walks us through his unique trajectory from being an HVAC tech running service calls to overseeing game-changing company tours and leading mergers and acquisitions. His perspective on growth is grounded in sustainable business development, practical marketing strategies, and—most importantly—the cultivation of leadership at every level. Dustin shares the origin story of Any Hour Services, offering a refreshingly candid look at early days marked by phone book ads, dominant mailers, and persistent negotiating with vendors to stretch every marketing dollar. Jen and Dustin open up about what it takes to truly scale—how intentional boundaries, building up your leadership team, and embracing company culture are the genuine drivers of growth, not just quick wins or cosmetic branding. Dustin's stories from the field and the boardroom bring the messy middle of entrepreneurship into the spotlight, showing that real results come from alignment, honest relationships, and learning from both successes and "wish it worked" marketing experiments. This episode also tackles the often misunderstood world of private equity and platform companies in the trades. Dustin clarifies Any Hour's approach: creating a partnership-driven model where strong brands, rooted leadership, and authentic local presence are non-negotiable. His advice for business owners looking to eventually exit or level-up? Build a visible, valuable brand and develop operational strength—so your company keeps thriving, even when you step away. And if you're ever invited for a tour of Any Hour Services in Utah, Dustin promises you'll walk away with process ideas, leadership inspiration, and plenty of actionable insights to bring home. Whether you're growing a one-truck startup or leading a rapidly scaling team, this conversation is packed with tactical advice, hard truths, and a call to lead with honesty, collaboration, and personal investment. If you're ready to get real about growth and marketing in the home services space, you're in the right place. Timestamps: 00:00 "Home Services Marketing Podcast" 03:14 "Growth Podcast: Marketing and Leadership" 06:33 Leadership and Growth Alignment 11:24 Negotiation Maximizing Growth 12:55 Private Equity Decision Journey 16:13 Private Equity: Seeking Thriving Businesses 20:30 Community Engagement for Trade Workers 24:02 "Business Growth from Learning" 25:17 "Facebook Connections and Limitations"   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 Chris Vance, Executive Marketing Coach at Certain Path. Chris shares not just his best practices for trades marketing, but also the real-life challenges and breakthroughs he's seen working closely with hundreds of contractors in HVAC, plumbing, electrical, and roofing across the US and Canada. Jen and Chris dig into what it really takes to grow a service-based business—from those early days under a million in revenue, through expansion, and into building brand recognition at scale. Chris opens up about falling into trades marketing after running his own agency, describing how his heart for small business owners and their stories led him into coaching and ultimately to his role at Certain Path. He emphasizes the importance of online presence—easy to overlook, yet absolutely essential—and breaks down why contractors shouldn't just stop at a website. His advice? Balance the low-cost, high-effort guerrilla tactics that make you visible in your local community, with focused attention on your Google Business Profile and baseline digital assets. Jen and Chris go beyond technical marketing strategy by reflecting on human behavior and business mindset. They acknowledge how easy it is for owners to get stuck chasing "shiny objects," underestimating the need for strong systems and authentic connection with the community. Their conversation reframes marketing not as a means to just get more leads, but as a way to create trust, tell your story, and ultimately grow by meaningful impact—on both your team and your customers. Whether you're a contractor just scraping by or leading a multi-million dollar trades business, this episode is packed with actionable insights and vulnerable truths from those who've been in the messy middle. Jen and Chris talk intentional boundaries, the real cost (in both time and money) of building sustainable growth, and why showing up authentically in your neighborhood is still the ultimate brand-building move. Timestamps: 00:00 Rediscovering Passion in Small Business 06:03 Low-Cost Marketing Strategies 08:52 Guidance for Sub-Million Members 13:10 Elevating Brand for Business Growth 16:18 Prioritize Branding in Marketing Strategy 20:11 Community Engagement Drives Success 21:29 Guerrilla Marketing for Social Media 26:45 "Successful Low-Cost Marketing Strategy" 29:05 Hire Virtual Assistant for Marketing 31:02 Perfectionist vs. Iterative Process   Connect with Chris Vance: LinkedIn: https://www.linkedin.com/in/christophervance/ YouTube: https://www.youtube.com/@TheSuccessfulContractor Facebook: https://www.facebook.com/topherthoughts/ Learn more about Certain Path: https://mycertainpath.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 Colleen Keyworth, one of the most well-known voices in the HVAC industry. As VP of Sales and Marketing at Online Access, Colleen brings a dynamic background rooted in a 65-year-old family business and has built her career championing women, building strong networks, and advancing the field of contractor marketing. Her story is a testament to how sometimes the path you resisted most becomes the one that unlocks the most fulfillment and alignment. Colleen opens up about her early dislike of the family trades business, her journey through numerous odd jobs (kayak guiding, wedding planning, and more), and ultimately, how finding her superpower in sales––on the marketing side of the family company––set her on a trajectory for sustainable business development and leadership. The conversation touches on the messy middle of career pivots, self-leadership, and how embracing your story can become your biggest asset. The episode takes a deep dive into the role of intentional community and industry involvement for sustainable growth. Colleen shares her real-world insights from serving on boards for organizations such as Women in HVACR, HARDI, and more, giving honest commentary on what board service actually looks like, how authentic connections trump transactional networking, and the behind-the-scenes politics that come with stretching your leadership muscle. The stories are relatable for anyone navigating scaling a service-based business, whether inside or outside the trades. Jen and Colleen move from big-picture leadership reflections to tactical marketing advice. They discuss why contractors need to invest in real photography, leverage their existing philanthropic and local connections, and blend digital tactics with human-to-human relationship building. The dialogue spotlights how authentic branding, community engagement, and a robust website strategy support business growth at the speed of personal healing and intentional boundaries. Colleen's actionable tips and "marketing soapboxes" are a must-hear for anyone tired of hearing the same outdated bro-marketing advice.   00:00 "I Hated the Trades" 05:01 "Colleen's Involvement and Networking Insight" 07:12 "Hardy: Partnering for Success" 12:58 State Board Meetings: Challenges and Politics 16:37 Leveraging Philanthropy and Community Engagement 19:35 Authenticity in Business Imagery 20:54 Investment in Professional Website Photography 26:20 "AI's Impact on Search: Stay Updated" 27:21 Reddit Usage and Community Insights 32:31 Automated Social Media Engagement Tool 36:56 DIY Accountability & Referral Strategy 40:01 Consistency: Key to Business Success 40:57 "Connect on LinkedIn & Instagram" Connect with Colleen Keyworth: Instagram: https://www.instagram.com/ckeyworth04/  Facebook: https://www.facebook.com/colleen.keyworth  LinkedIn: https://www.linkedin.com/in/colleen-keyworth/  Online Access: https://www.hvacwebsites.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 Chute, partner at Wizard of Ads and a seasoned strategist in the home services industry. Jen and Ryan dive into the art and science behind building brands that not only get noticed but become unforgettable household names—brands that weave themselves into the culture and conversations of their communities. Ryan shares how his early exposure to Roy Williams' famous Monday Morning Memo and the evolution of Wizard of Ads inspired his journey from transactional sales to transformational marketing rooted in real human behavior.   Together, they deconstruct the difference between simply buying ad channels and designing a cohesive creative strategy that resonates on a deeper level. Ryan discusses why so many traditional marketers miss the mark in home services by focusing on tactics over narrative and what it actually takes to create fans—even if it means ruffling a few feathers. Jen and Ryan get candid about the reality of customer complaints, viral backlash, and how negative attention is sometimes a sign you're making real impact. Ryan walks listeners through the Wizard of Ads philosophy of mass media buying, the intentional use of brand repetition, and why a little controversy is often essential for standing out (and converting customers).   Ryan also opens up about his collaboration with negotiation legend Chris Voss on a new book adapted specifically for HVAC and plumbing sales, "Never Split the Difference" style—and gives an inside peek into his latest venture with Chris: an exclusive, community-centric business bourbon called The Difference. This episode is a masterclass in creative storytelling, branding alignment, culture building, and learning to play the long game in your business, especially when confronted with noisy critics or market resistance.   Throughout their conversation, Jen grounds the discussion with timely reminders on authenticity, sustainable growth, and the messy middle of entrepreneurship—the part no one talks about on LinkedIn. You'll walk away with a fresh perspective on content creation, mass media, the emotional side of building a resilient business, and how to find your brand's North Star—even if it means turning a few "haters" into your most memorable (and profitable) marketing moments.   Timestamps: 0:00 – Jen introduces the episode and guest Ryan Chute, sharing their origin story and the Wizard of Ads connection 1:29 – Ryan's journey from reading Roy Williams' book trilogy to becoming a Wizard of Ads partner 3:53 – What Wizard of Ads actually does for clients: strategy, creative writing, and mass media buying 8:24 – How and why radio and TV marketing still deliver impact—and the power of traditional media data 10:48 – The brick-and-mortar metaphor for building memorable brands in home services 13:56 – Why evoking strong emotions (even complaints) in ads creates true brand evangelists 15:31 – The golden rule vs. the platinum rule in sales and service—playing the game being played 19:06 – The strategy and psychology behind cheeky, irreverent marketing in trades 21:23 – Ryan's partnership with Chris Voss: co-authoring Never Split the Difference for home services 24:44 – Launching The Difference bourbon—a private, community-driven business bourbon with Chris Voss and the ethos behind it 28:02 – Ryan's key to growth: brand, culture, having a North Star, and leading with authentic values   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 welcomes Sarah Ghirardo—a dynamic force in home services marketing, content, and community-building—to unpack the evolving landscape of trades marketing, automation, and sustainable growth. Sarah's journey from Director of Marketing at a multimillion-dollar HVAC business to Director of Product Content at ServiceTitan, and co-host of the Trademark Podcast, is infused with honest stories, hard-won wisdom, and a deep love for lifting others up. Together, Jen and Sarah get candid about navigating big company pivots, "media chaos," compliance, and the power of showing up—consistently, vulnerably, and with a learner's mindset.   The episode offers a behind-the-scenes look at creating marketing tools that make life easier for overburdened trades professionals and business owners. Sarah pulls back the curtain on how ServiceTitan Marketing Pro is evolving, the must-haves for leveraging SMS and email (without a lawyer nightmare), and why the best marketers listen, test, and embrace that "fail forward fast" mentality with AI and automation. She also shares how Trademark Podcast became a scalable outlet for trade professionals' stories and why celebrating wins—and mistakes—publicly is fuel for authentic entrepreneurial growth.   Sarah and Jen dive into tactical territory, but always bring it back to the human element. They explore why scaling isn't just about doing more, but about asking better questions, letting go of $10 tasks, and being clear about your vision for "what's next." You'll hear why business development in the trades is less about flashy trends, more about nurturing client relationships across multiple channels, and why success depends on consistent, values-driven action—not chasing every shiny object.   Rounding out the conversation, Sarah shares practical campaigns you should have running this summer, how to use ServiceTitan Marketing Pro's latest features, and what she's seeing in trades business masterminds and community groups. If you're feeling overwhelmed, burnt out, or unsure about your next marketing pivot, Jen and Sarah offer grounding advice: be consistent, ask more questions, and remember—growth is messy, human, and always an inside job.   Timestamps   0:00 – Jen introduces Sarah Ghirardo and the mission of the Kee To Growth Podcast   2:12 – Sarah's journey: from marketing in the trades to ServiceTitan and podcasting   4:35 – How AI and automation are reshaping marketing roles in the trades   7:05 – The compliance reality check: SMS, email, and lawyer-worthy marketing mistakes   10:10 – Most interesting lessons from the Trademark Podcast and why vulnerability matters   12:05 – What does "not scaling too early" mean for trades marketing?   14:34 – The evolution of ServiceTitan Marketing Pro: campaigns, compliance, and new features   18:28 – The power (and pitfalls) of integrating marketing platforms and staying close to your data   19:51 – Summer marketing strategy: segmenting audiences, running campaigns, and nurturing relationships   22:11 – Diversifying your channels, pivoting quickly, and how to avoid shiny object syndrome   25:43 – Sarah's "Key to Growth" and closing thoughts on consistency, curiosity, and community   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 Mehdi Khachani, CEO and founder of Sunny Bliss, to pull back the curtain on what it really takes to scale in the home services industry. The episode kicks off with Mehdi's story of spinning a plumbing division out of his residential remodeling company and boldly rebranding and expanding the business in under a year. Jen and Mehdi dig into the messy middle between vision and execution, challenging the notion that growth requires waiting for the "perfect" moment. Instead, Mehdi shares how embracing rapid, calculated investments—such as professional branding and acquiring another local company—has been pivotal for establishing Sunny Bliss as a memorable and trusted player in the Miami market.   Together, they unpack the emotional and strategic shifts that come with letting go of an old brand, investing in kickass visual identity, and communicating major change both internally and with legacy customers. Mehdi gets honest about the exhaustion that comes with fast-tracking growth, and Jen reflects on why high-growth personalities are often wired to seek out the next challenge even before the dust settles. They discuss why a strong brand should come before marketing spend, highlighting the impact of memorable imagery when your truck is one of many parked outside a training—one that actually stands out to customers.   The conversation dives deep into mentorship, content creation, and leveraging your network for both support and inspiration. Mehdi credits much of his big-picture thinking and systems-building to relentless learning from industry leaders—through podcasts, LinkedIn, and good old-fashioned outreach. He and Jen underscore how documenting the journey in real time (no matter how imperfect) builds not just community online but strengthens team culture back at home base. For leaders nervous about showing up on video or bringing their team into the content process, Mehdi's advice is simple: start messy, ignore perfectionism, and anchor everything in clear company values.   Finally, the episode offers a transparent look at strategic acquisition as a marketing move—from acquiring a customer list to thoughtfully onboarding legacy clients. Mehdi shares tactical details on how Sunny Bliss used layered communications and even the previous owner's direct endorsement to retain customer trust. The key takeaway? Narrow your focus and commit to showing up everywhere your ideal customers live, work, and look for solutions. Saturate a neighborhood before you expand. Learn from what doesn't work without shame, keep improving, and lead with authenticity both in your brand and in your leadership.   Timestamps: 00:00 - Jen's introduction & Mehdi's background: building Sunny Bliss from a remodeling spin-off to multi-trade 02:15 - Branding before scale: Why Mehdi invested early in visual identity and kick charge branding 05:00 - Personality traits of high-growth leaders: The drive, risk, and learning to slow down 07:10 - Adapting marketing tactics from other industries and the importance of memorable branding in home services 09:15 - How Mehdi leveraged mentorship, podcasts, and LinkedIn to shortcut mistakes and access industry expertise 11:10 - Content creation mindset: Overcoming perfectionism and activating your team as brand storytellers 14:10 - Embedding company values through daily training and decision-making 16:32 - Using values to connect with customers, especially following an acquisition 17:42 - Strategic acquisitions as a shortcut to growth: Customer retention tactics and what Mehdi would do differently 23:37 - The power of Google My Business and why saturating a single neighborhood beats spreading thin 25:40 - Learning from marketing "misses," re-adjusting billboard strategy, and community building   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 Chuck Worley for an inspiring, no-nonsense conversation about building a business rooted in personal branding, community, and character. Chuck shares his remarkable journey from growing up in a military town and struggling with school challenges, to breaking through industry stereotypes and scaling Whirley's from a small, struggling company into a $17 million local leader in home services.   Chuck and Jen dive deep into the "messy middle"—the real-life detours of entrepreneurship that don't get talked about enough. Chuck opens up about hitting rock bottom with bankruptcy and divorce, then rebuilding both his life and business by partnering with his son. Together, they share hard-earned truths about what it takes to lead a service business: everything from the emotional work of healing and realigning after failure, to practical systems for turning customers into lifelong clients through referral culture, relationship sales, and trust-based experiences.   Brand storytelling, visibility, and "Always Be Branding" are at the core of this episode. Chuck doesn't just talk about marketing—he lives it, showing up fully branded wherever he goes, from golf tournaments to galas to running into people at Home Depot. Jen explores how Chuck's extreme intentionality around branding and connection has turned Whirley's into the trades company everyone remembers (and refers). They also get tactical about brand awareness: trackable revenue from networking and personal referrals, the value of branded search, and why visibility in your local market matters more than chasing trends online.   Jen and Chuck round out the episode discussing the importance of giving back and elevating others in the trades through Chuck's 757 House Whisperer radio show and always be branding mastermind. From sustainable business development and mindset to leveraging systems, boundaries, and community relationships—the conversation is equal parts strategic and soul-fueling. Perfect for ambitious business owners, marketers, and anyone committed to growing with intention and heart.   Timestamps & Episode Guide   0:01 Chuck's branded style and first impression   2:00 From Norfolk roots to trades career: chasing integrity and hands-on work   4:30 Academic struggles and how adversity builds entrepreneurial grit   7:00 Bankruptcy, heartbreak, and the path to rebuilding   9:00 Partnering with his son and growing Whirley's from $300K to $17 million   11:00 Raising referral rates, cross-selling services, and systemizing customer experience   14:00 The nuts and bolts of multi-trade expansion   17:00 "Always Be Branding"—visibility, local networking, and connections that last   21:00 Understanding the real ROI of brand awareness and referrals   27:00 Giving back: radio shows, masterminds, and lifting the next generation   Connect with Chuck Worley   Facebook: https://www.facebook.com/chuck.worley17   Instagram: https://www.instagram.com/cworley017/#   LinkedIn: https://www.linkedin.com/company/chuck-worley-llc/     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 Jennifer Bagley, CEO of CI Web Group, for a fascinating deep dive into the rapidly evolving world of digital marketing, AI-enabled websites, and the ongoing digital transformation in the home services trades industry. Jennifer shares her journey from a background in global supply chain and enterprise systems to becoming a pioneering voice in digital marketing for home services. Her approach reflects a unique blend of data-driven strategy, relentless education, and an entrepreneurial spirit focused on learning and adapting to constant technological change.   Finally, Jennifer shares actionable advice for business owners looking to prepare for the future: expand your learning, rethink your frameworks, and prioritize genuine content creation. She and Jen discuss the necessity of mindset in navigating this unprecedented pace of change, urging listeners to take accountability for their growth and stay ahead of the technological curve. 04:34 Conference Avoidance for Meaningful Learning 08:38 AI Evolution: From Basic Use to Agent Networks 11:47 "AI Agents and Zero-Click Future" 13:00 AI's Impact on Branding 17:34 Expand Your Information Sources 19:14 Prioritize Stability and Authenticity 23:33 Premium Leads for Affluent Businesses 27:14 Pinterest: Digital Magazine Clippings 29:31 Mindset is Everything 31:50 Appreciation for Hosting 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 Lawrence DeHart, founder and owner of De Hart Plumbing, Heating, and Cooling in Manhattan, Kansas. Lawrence shares his journey of building a thriving home services business from the ground up against all odds, starting with nothing but determination, a $20 box of business cards, and a focus on relationship building. The conversation unfolds with raw honesty, covering the realities of entrepreneurship and how the messiest beginnings often lay the strongest foundations. Lawrence reveals that authentic growth is less about quick fixes and more about intentional boundaries, mindset, and meaningful connections—with both customers and employees. He opens up about his struggles as a single dad out of work, and how treating clients with care, gratitude, and professionalism not only differentiated his plumbing service but fueled a word-of-mouth engine that still drives his business today. It's a powerful reminder that sustainable business development starts at the human level. As the company scaled, Lawrence shares the vulnerable (and sometimes uncomfortable) process of learning to let go of control, invest in team development, and confront the emotional highs and lows of leadership. Vulnerability, self-leadership, and relentless accountability are recurring themes—Lawrence credits personal growth and continuous learning as the "secret" behind De Hart's strong culture and stellar reputation. Jen and Lawrence dig into the mindset shifts needed to move from fieldwork to operations and why the "messy middle" of business is where true change happens. You'll also hear real stories and tactical insights about branding, social media strategy, and how showing up authentically online made Lawrence a local celebrity in his market. From leveraging Facebook and TikTok to keeping past customers engaged through newsletters and texts, Lawrence demonstrates that marketing success comes from blending hard skills with the soft truths of entrepreneurship. Whether you're just starting out or scaling past your comfort zone, this episode offers both actionable marketing strategy and a much-needed reminder that your 05:25 "Leadership Growth through Empowerment" 06:42 "Building Strong Employee Relationships" 11:59 Leadership Epiphany at Service Expo 16:43 "Local Fame Through Facebook" 19:47 "Embrace Negativity for Engagement" 20:45 Time Management for Engaging Content 25:01 "Encouraging Social Media Presence" To learn more about De Hart Plumbing, Heating, and Cooling and follow their journey, you can visit their official pages across platforms. Find them on Facebook at https://www.facebook.com/dehartplumbingheatingandcooling, on Instagram at https://www.instagram.com/dehartplumbing, on YouTube at https://www.youtube.com/@dehartplumbingheatingcooli451, on LinkedIn at https://www.linkedin.com/company/de-hart-plumbing-heating-cooling/, and on TikTok at https://www.tiktok.com/@dehartphc. Their content blends expert service, community connection, and a whole lot of personality—just like their brand. 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 Gregg Schonhorn of SF&P Advisors for a refreshingly candid conversation about marketing, branding, and what truly drives the value of a home services business. Gregg, who brings decades of Wall Street experience and a current role matching sellers and buyers in the trades, shares firsthand insights into what makes some companies stand out during a sale—and how marketing plays a much larger role than most owners realize. Forget the "overnight success" talk. Gregg and Jen break down what actually moves the needle for growth, whether you plan to sell your business next year or keep it for the long haul. Together, they explore why marketing is never just an expense on the P&L—it's the engine that runs your business, impacting everything from everyday profitability to ultimate valuation when the time comes to exit. They dig into the industry benchmarks (hint: 6.83% is the average marketing spend for HVAC, plumbing, and electric exits) and what happens if you under-invest… or overspend without operational efficiency to match. Gregg offers up the inside scoop, sharing stories (without naming names) about companies who supercharged their valuations with memorable branding and consistent visibility—and calls out the red flags when operations lag and marketing dollars burn fast. Jen asks the real, sometimes messy, questions about scaling, sustainable business development, and the emotional side of entrepreneurship in the trades. How do you know when it's the right time to level up your marketing? What do buyers really look for beyond the numbers? Where does mindset—like getting comfortable with "someday selling"—fit in? They don't shy away from the vulnerable truths about letting go of control, creating intentional boundaries, and how every owner faces a "key" decision (exit, retire, or… you know). Whether you're a solo operator grinding it out or running a company clocking eight figures, this episode delivers insightful, actionable takeaways. Expect practical advice blended with human stories, from the importance of understanding your financials to the soft truth that authentic growth means investing in your team and serving your community. If you've ever wondered how your branding, storytelling, and leadership mindset sync up with the numbers, you're in the right place. 03:36 Business Sale and Transition 07:49 Brand Identity Significance 09:20 Commercial vs. Residential Marketing 15:17 Marketing Investment: Timing and Strategy 18:09 Business Growth and Management Essentials 20:46 Understanding Financial Missteps in Business 24:57 Social Media Strategy Sharing 26:46 Effective Business Financial Management 29:13 Impact Through Values and Investment To connect with Gregg Schonhorn and gain more insights on marketing, M&A, and business growth in the trades, follow him on LinkedIn at https://www.linkedin.com/in/gregg-schonhorn-4670a7197/, on Facebook at https://www.facebook.com/gregg.schonhorn, and on Instagram at https://www.instagram.com/greggschonhorn/.  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 Sandy Papavero, Director of Sales and Marketing at CEO Warrior, to unpack the often-overlooked connection between mindset and marketing success for business owners in the trades. The conversation starts with Sandy's unique journey flipping houses alongside her dad, navigating both blue-collar grit and white-collar strategy—a story that ultimately led her to roles in finance, entrepreneurship, and even coaching at Tony Robbins. Sandy shares how her immersion in mindset work, from timeline therapy to neuro-linguistic programming, has shaped not only her own trajectory but also the way she helps business owners unlock their potential.  Sandy addresses a common struggle for home service business owners: the leap from being a skilled technician to embracing the identity of a visionary owner. They discuss how old belief systems—often rooted in childhood or early work experiences—can quietly stall your growth, making it hard to truly delegate, scale, and market authentically. Through relatable anecdotes, Sandy reveals how self-sabotage, imposter syndrome, and a scarcity mindset show up in everything from leadership to branding, and how rewiring those beliefs is essential for sustainable growth. Jen and Sandy get tactical, exploring how clarity about your own identity and values directly impacts marketing strategy. If you're stuck in a brain fog, unsure of your "why," or simply mimicking competitors, you'll struggle to create campaigns that resonate with ideal clients. Instead, Sandy suggests that crystal-clear brand messaging—and the confidence to unapologetically stand out—are the secret sauce to attracting the right customers and building intentional boundaries within your business. In the latter part of the episode, Jen and Sandy examine the double-edged sword of constant content consumption and perfectionism, especially in the age of AI and information overload. They discuss how to break the loop of "procrastination by preparation," the importance of specificity in goal setting, and whether you can outsource your brand's soul to a marketing agency. The episode wraps with practical advice and an invitation: growth happens at the speed of your healing, and it all starts by getting honest about what you truly want. Timestamps: 01:39 – How Sandy got started in the trades, early influences, and entering marketing 05:14 – Lessons from Tony Robbins, the power of polarizing brands, and identity shift 07:12 – What is mindset? How wiring and belief systems shape business owners 09:30 – How mindset impacts marketing strategies and brand articulation 11:46 – Practical steps to rewire belief systems for personal and business growth 15:05 – The trap of over-consuming marketing advice and perfectionistic procrastination 17:17 – Getting clarity on your "why," outcome-based strategy, and building authentic brands 19:25 – Can you outsource your brand voice? Working with marketing experts vs. doing the deep work 22:01 – The role of AI in self-reflection and breaking personal barriers in branding 24:24 – Using language, reflection, and coaching for breakthrough shifts in business To learn more about the transformational work Sandy Papavero and her team are doing at CEO Warrior, visit their official website at https://ceowarrior.com. You can also connect with them on social media — find them on Instagram at https://www.instagram.com/ceowarrior1/ and on Facebook at https://www.facebook.com/CEOWarrior, where they regularly share resources, events, and strategies to help business owners level up their leadership and 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/ 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, founder of Kee Hart Marketing, sits down with Ryan Fenn, CEO and founder of Chiirp, an automation tool built to help home service businesses convert more leads into booked jobs. Ryan shares the origin story behind Chiirp, which began with his own windshield repair business and a realization about the power of immediate text follow-ups to convert online leads. This episode explores how automation tools like Chiirp transform the home service industry by closing the critical gap between lead generation and actual job bookings. Jen and Ryan dive into the common disconnect between marketing agencies and contractors—while agencies generate the leads, many businesses struggle to convert them efficiently, leading to frustration on both sides. Ryan explains how Chiirp bridges this gap with automated texting, email, and ringless voicemail solutions designed to capture, convert, and nurture leads starting from the first touchpoint. He illustrates how businesses can maximize their marketing ROI by ensuring every lead receives swift, consistent communication. The conversation moves into actionable marketing tips, including how most businesses are underutilizing Facebook lead ads and why automation is absolutely necessary in today's fast-paced digital environment. Ryan highlights practical outbound campaigns, from basic discount offers to more nuanced, psychology-driven strategies that increase engagement and fill boards during slow periods. The discussion emphasizes the importance of consistent and timely follow-up, overcoming human reluctance to reach out multiple times, and leveraging automation to achieve this at scale. As the episode wraps, Ryan gives his key to growth: consistency over perfection, both in business operations and marketing. He encourages listeners to start with small, repeatable tasks and gradually build up their automation strategies. Whether you're new to automation or looking to optimize your lead conversion process, this episode is packed with insights and real-world tactics to help home service companies grow. Timestamp: 00:00 "Home Services Marketing Podcast" 06:06 Facebook Ads Missteps Discussion 08:08 "Lead Ads: Facebook's Hidden Gem" 12:54 "Chiirp: Beyond Texting Automation" 16:07 Unique Lead Utilization Campaigns 16:45 "Unlock Goldmine with Outbound Strategy" 19:52 Creative Marketing for Small Businesses 23:54 Ensuring Seamless Connectivity & Follow-Ups 28:34 "Chiirp Automation Demo Offer" 29:18 Book Demo & Connect Online   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, founder of Kee Hart Marketing, sits down with Ashley Lynds, the creative mind behind HVAC Ash and current Director of Education and Brand Management at Viper (Refrigeration Technologies). Together, they dive deep into the intersection of B2B marketing, personal branding, and influencer strategies within the trades, specifically looking at what's driving growth for brands in the HVAC industry. Ashley shares her journey from navigating sales during COVID-19 to building an authentic and impactful social media presence, revealing how this shift led her to her current leadership role and national industry recognition. The conversation unpacks how social media tactics have evolved for both individuals and companies. Ashley details her bold move to start an Instagram account when her employer was hesitant, turning a side project into a key marketing asset. From basic educational videos filmed in her apartment to executing full-scale, edutainment-driven campaigns with her current team, Ashley emphasizes the shift from sterile, templated posts to playful, authentic, and community-driven content that actually engages the audience. She also outlines the importance of leveraging events and partnerships on social—like their viral "Viper Bowl" at AHR Expo and innovative campaigns for Women in HVACR—demonstrating the powerful synergy between digital presence and real-world activation. Listeners get an inside look at how Viper now selects and nurtures relationships with micro influencers—preferring genuine product users over big-name accounts for collaboration. Ashley candidly discusses the challenges and rewards of working in a small, agile, and creative team, where leadership supports pushing boundaries while staying true to the company's family-centric, technician-first culture. The episode is filled with actionable tips for companies wanting to level up their marketing, such as fostering consistent, user-focused content, embracing authenticity, and nurturing community as both a brand and individual. Rounding out the episode, Ashley and Jen talk about the value of personal branding regardless of your role or follower count, with Ashley encouraging everyone in the trades to leverage their unique voice to build credibility, open doors to new opportunities, and create a positive ripple effect in the industry. They also highlight the importance of supporting organizations like Women in HVACR, sharing how community involvement has brought new perspective, connection, and growth for women in the trades. 05:51 Unpredictable Social Media Success 06:42 Navigating Social Media Approvals 11:25 Maximizing Engagement Through Events 13:28 Social Media Persona Boosts Trust 18:35 From Grassroots to Influencers 19:20 Creative Marketing for Simple Products 24:20 "Consistency and Authenticity Matter" 26:23 Balancing Authenticity and Professionalism 28:22 Empowering Women in HVAC 31:28 "Thanks for the Invite" 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/

Welcome to the latest episode of Kee to Growth Podcast with your host, Jen McKee. In this episode, we dive deep into the world of home services marketing with our special guest, Tim Brown, CEO and founder of Hook Agency. With a wealth of experience in marketing for the trades, Tim shares his journey from roofing marketing to expanding into HVAC and plumbing, and the strategic insights he gained along the way. This conversation is packed with valuable tips on leveraging video content, optimizing SEO, and harnessing the power of branding to drive business growth. Tim discusses how video content has been a game-changer for him, not only in promoting Hook Agency but also in helping home service businesses enhance their marketing strategies. Discover Tim's hero framework for home service marketing that stands for harnessing social proof, engaging the community, refining messaging, and optimizing for visibility. Tim emphasizes the importance of building audience and authority through strategic content creation, while also sharing the best practices for refining your marketing message based on client feedback and reviews. Jen and Tim exchange insights on the role of social media in today's business landscape and the importance of finding the right balance between branding and lead generation. They explore creative ways home service companies can engage with their local communities, turning charitable activities into marketing opportunities that can inspire others. Listen in as Tim shares his perspective on overcoming setbacks within the business environment, underscoring the importance of maintaining a growth-oriented mindset and viewing challenges as opportunities. This episode delves into the practical aspects of implementing effective marketing strategies, ensuring you walk away with actionable insights that can elevate your brand and business. 00:00 "From Roofer to Social Media Expert" 03:26 Inspiration from Successful Competitor 08:49 SEO Tactics for Home Services 10:17 Local SEO Strategy Focus 12:54 Brand Visibility and Lead Strategy 18:26 Voluntary Charity Engagement Insights 19:42 "Value of Sharing Charity Support" 22:22 "Repetitive Messaging for Branding" 27:37 Enhancing Meetings with AI Analysis 30:44 "Optimize Content Through Analytics" 33:07 "Transform Setbacks Into 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/ 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 Matthew Abbott, cofounder of Abbott Family Insurance, to dive into the world of internal marketing in the trades and how offering employee benefits can transform recruitment, retention, and company culture. Matthew shares his unique journey from growing up in a blue-collar, trades family, serving in the military, and rising through the ranks in the home services industry before launching his family-run insurance agency focused on tradespeople. With firsthand experience in both trades operations and benefits brokering, Matthew offers insights that bridge the gap between leadership, employees, and the practical needs of today's workforce. The conversation explores the art of marketing benefits packages internally—treating employees not just as staff but as a business's most valuable "first customer." Matthew discusses specific strategies for communicating and engaging teams around benefits, leveraging tools like Slack, text and email drips, internal meetings, and even public social media campaigns to showcase robust benefits offers for recruiting top talent. Jen and Matthew talk about the power of company leaders acting as ambassadors, and how enthusiasm and clear, ongoing communication can create buy-in and help employees appreciate the investment being made in them. Listeners will also learn about tax strategies businesses can use to maximize value from benefits spending, creative ways to offset medical plan utilization, and the integration of technologies like telehealth, accident insurance, and even AI within the insurance space. Matthew explains how companies can transition their benefits approach with minimal disruption, regardless of their current insurance arrangements, and how measuring internal marketing KPIs—like participation rate—can help owners track effectiveness and retain skilled employees in a competitive market. Rounding out the episode, Jen and Matthew discuss the trends shaping the future of benefits marketing in the trades, including the role of artificial intelligence, and leave listeners with practical steps to elevate their teams' experience and their company's bottom line. Whether you're a business owner, office manager, or just interested in the intersection of marketing and HR, this episode is packed with actionable advice and inspiring stories from the world of trades and insurance. 04:21 "Owner Enthusiasm Boosts Employee Benefits" 07:21 Reducing Insurance Premium Utilization 12:45 Enhancing Internal Communications Strategy 15:12 Secretive Tax Strategy Benefits 16:58 Accident Program Benefits Employees 22:58 Algorithm Predicts Teen Pregnancy 25:34 AI Integration Transforms Business Operations 26:38 Flexible Learning with Weekly Support 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 Carrie Kelsch, founder of A Plus Garage Doors, to delve into Carrie's entrepreneurial journey. As a single mother and mortgage broker, Carrie transitioned into the garage door industry by founding her own company in 2005. From the challenges of starting from scratch to the exciting growth her business has experienced, Carrie shares candid details of her path to success. This conversation is an inspiration for entrepreneurs, highlighting the importance of adaptability and innovation in any business.   Carrie discusses her initial hesitation to dive into the garage door industry and how she eventually embraced her entrepreneurial spirit to create a company that prioritizes customer satisfaction and service excellence. She shares how she gradually moved from being a mortgage broker to a full-time entrepreneur, overcoming the hurdles of managing finance, operations, and marketing. Her story emphasizes the importance of tracking marketing efforts and how transitioning from traditional phone books to embracing SEO and internet marketing was pivotal in her business's growth.   The episode also covers the significance of creating a strong brand identity and employing effective marketing strategies. Carrie explains how her company navigated various marketing channels over the years, constantly adapting to evolving technologies and consumer behaviors. She highlights the value of casting a wide net in marketing efforts to ensure business sustainability and growth, emphasizing the importance of not relying solely on one source for leads.   Towards the end of the conversation, Carrie talks about the role of company culture in business success and how she has cultivated a positive work environment that supports growth and customer satisfaction. She shares insights on the challenges and rewards of maintaining a healthy team dynamic and the importance of aligning the team with the company's vision.   00:30 Carrie's introduction and the founding of A Plus Garage Doors 01:13 Carrie's decision to enter the garage door industry 02:46 Starting the company and early challenges 05:30 Transition from mortgage broker to full-time entrepreneur 06:36 Implementation of tracking marketing efforts 09:14 Moving the business out of the home and scaling 11:05 Growth strategies and the importance of continuing education 13:57 Marketing tactics and the evolving landscape 17:48 Importance of brand identity and establishing a showroom   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 exciting episode of the Kee to Growth podcast, host Jen McKee welcomes Rachel Pedersen, a renowned social media queen known for her brilliant marketing strategies. Jen dives into her personal journey with Rachel, describing how Rachel's content on TikTok became a pivotal inspiration and learning source. Rachel Pedersen, a Minnesota-based mom and wife, shares insights into her multi-million dollar business empire built majorly through organic social media, revealing the power of content creation in transforming businesses. Jen and Rachel explore the depth of Rachel's marketing ecosystem strategies, which include focusing on both organic and backend marketing techniques, stressing the importance of nurturing leads and converting followers into customers. Rachel divulges her journey of starting on TikTok in 2018, going viral, and becoming a trusted name in the world of social media marketing. She discusses the mechanics of going from social media to sales, and the challenges involved in predicting customer behavior while maintaining consistent engagement. Rachel shares her famed viral framework for content creation, designed to overcome the common hurdle of not knowing what to post. The discussion sheds light on essential marketing strategies for home service businesses, emphasizing the necessity of delivering valuable and consistent content. Jen and Rachel also address the fears and challenges faced by business owners in creating content, offering practical advice for overcoming insecurity and executing effective digital strategies. From laying out the fundamental aspects of a marketing ecosystem to debunking the myths that inhibit content creation, Rachel Pedersen provides a wealth of knowledge for business owners ready to expand their digital footprint. Jen McKee complements this by simplifying the intricate ideas and steering the conversation towards practical implementation for trade service businesses. Listeners will walk away equipped with actionable insights and the motivation to create impactful content. 1:07 - Jen McKee introduces Rachel Pedersen and shares their connection  2:34 - Rachel discusses her journey with organic social media marketing  3:12 - Rachel's entry into TikTok in 2018 and her subsequent success  5:23 - How Rachel converts social media presence into sales  6:32 - Building a marketing ecosystem and its impact on service businesses  8:06 - Overcoming content creation hurdles with Rachel's viral framework  12:29 - Rachel and Jen discuss attribution and marketing efforts  14:03 - Using events and social media to nurture local business relationships  16:50 - Common challenges faced by small business owners in social media 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/