From the Yellow Chair
Home Service Industry marketing and branding gurus, Crystal Williams and Emily Fleniken speak the language of contractors by talking condensers, co-op dollars, service agreements, and equipment warranties, but also the language of entrepreneurs by talking ROI, creative strategy, trending tactics, employee retention, and community engagement. You’ll be entertained by the comical banter, but informed by the holistic approach to marketing and branding. On the daily, you’ll find this dynamic duo working the grind at Lemon Seed Marketing, but this podcast is an outlet for us to share their experiences with the masses, From the Yellow Chair.
Episodes
Ever wondered why some home service businesses become household names while others remain forgettable? The secret isn't just clever digital marketing or a fancy logo—it's building genuine community relationships that transform customers into raving fans.
Crystal, founder and lead strategist at Lemon Seed Marketing, pulls back the curtain on what truly separates market leaders from the competition. W...
Culture isn't just a buzzword – it's the foundation that determines whether businesses thrive or merely survive. This conversation dives deep into why prioritizing people before products and profits creates sustainable success.
The research is clear: money only impacts happiness up to about $75,000 per year. Beyond that threshold, purpose and meaning take precedence – especially among younger gener...
Digital marketing frustrates many contractors, but what if the secret isn't finding the perfect channel—but creating a powerful strategy where everything works together?
Tim Brown, CEO of Hook Agency, joins Crystal to unpack what truly makes digital marketing work for home service businesses. Unlike marketers who guard their "secret sauce," Tim shares candidly about SEO challenges in the age o...
What happens when social media shifts from an obligatory marketing checkbox to a strategic centerpiece of your brand-building efforts? Jen McKee, founder of Kee Hart Marketing, joins Crystal to unpack exactly how contractors and home service businesses can leverage authentic social content to transform their online presence.
For too many business owners, social media feels like a frustrating time sink without...
Marketing synergy isn't just a buzzword—it's the game-changing approach that separates thriving contractors from those perpetually struggling to generate consistent leads.
Drawing from recent conversations with digital marketing providers, Crystal tackles the critical disconnect happening in contractor marketing today. Too many business owners place all their hope (and budget) into digital tactics ...
What if your most powerful marketing strategy isn't about generating leads or spending more on advertising, but simply showing genuine appreciation to your customers? This episode dives deep into the transformative power of gratitude marketing with Caleb Bates from To Your Success, exploring how thoughtful gestures of appreciation create emotional connections that turn one-time customers into lifelong advocates.<...
Step into the future of contractor marketing with insights on how artificial intelligence, strategic branding and customer rehash can revolutionize your business. In this engaging episode with Crystal and Alec Stevanovski from Homepros, we invite you to explore the impact of AI tools—like ChatGPT—on everyday marketing tasks and how to leverage them for enhanced communication and operational efficiency. Learn how to in...
We're sipping some lemonade with the fabulous ladies from CSR Academy! In this episode, you'll discover the profound impact of customer service representatives (CSRs) on business success. We delve into training strategies, systems, and mindsets that can shift the trajectory of your company.
- Explore the essential role of CSRs
- Discuss the importance of training and leadership
- Emphasize...
What if embracing technology could revolutionize your trades business? In this episode, I sit down with Jess Krellman, the innovative founder and CEO of Titan Advising Gurus, to uncover how Service Titan can transform operations and fuel growth in the trades industry. Jess shares her compelling journey from hands-on trades experience to mastering Service Titan, offering insights on overcoming the hurdles of integratin...
Unleash the potential of your trades business with insights from Tom Casey, master advisor at Best Postcards and acclaimed contractor, as he cuts through the noise of self-proclaimed marketing gurus. Discover how to differentiate hype from reality, and why adopting a pragmatic, BS-filtered approach is essential for successful marketing in the trades industry. This episode promises to unpack the significance of staying...
What if you could transform your roofing business into a powerhouse of efficiency and customer satisfaction? Join us as we welcome John Deloria, co-founder of ProLine, to explore this possibility. John's journey from mission trips to becoming an industry innovator is filled with lessons on integrity, work-life balance, and the art of building a business that's both process-driven and profitable. His unique p...
What if you could unlock the secrets of skyrocketing your business revenue for 2025? Get ready to uncover Lemon Seed's specialized quarterly training that centers on operational efficiencies, competitive pricing, and effective marketing. We dive into the nitty-gritty of tracking average ticket values and maximizing lifetime customer value, essential tactics for propelling your business towards success. Despite so...
Unlock the secrets to exceptional technician training and business success with our special guest, Danielle Wernert, a visionary leader who has transformed the training landscape for over 500 technicians. By tuning in, you'll discover how to bridge the gap in technical training and embrace a culture of learning and adaptability. Danielle shares her journey and insights on fostering a mindset shift that encourages...
Stephanie Postel, co-owner and COO of Anchor Heating and Cooling, takes us on an inspiring journey of branding and marketing success. In this episode, we uncover Stephanie's secrets to transforming her company into a thriving business in just three years. From her background in monogramming and embroidery to her experience as a Kappa Delta sorority member, Stephanie brings a unique perspective to the power of bra...
Unlock the secrets of successful rebranding and family business dynamics with our esteemed guest, Rory Krueger. Rory shares his transformative journey of steering a Missouri-based family-owned business from being a mechanical contractor to a company that resonates deeply with homeowners, embracing the charm of old-fashioned values. Discover how Krueger's strategic brand refresh, with elements like wood grain sidi...
Katy Higgins, a pioneering force in the HVAC world, joins us to share her remarkable journey from telemarketer to a powerhouse owner of a $5 million enterprise. Katy's narrative is one of grit and perseverance as she overcame industry stereotypes to emerge as one of the first female comfort advisors in Northern Utah. Her dedication to continuous learning has not only driven her success but has also opened doors f...
What if AI could revolutionize your marketing strategy and boost your customer lifetime value? This episode features the insightful Eric Thomas, founder of Rival Digital, and marketing expert Sarah Gerardo, as they share their predictions for 2025, exploring the future of AI in marketing for trades like HVAC and plumbing. Together, we discuss the challenges and opportunities AI presents for smaller companies and the i...
Tanya Strittmatter, a passionate advocate for the trades, shares her inspiring journey and the profound sense of community that binds the industry. Listen to Tanya as she recounts how her husband's legacy as a second-generation business owner shaped her path and fueled her mission to learn from past mistakes for collective success. We explore the role of organizations like Service Nation in fostering collaboratio...
Ever wonder why some contractors stall while others soar? Join me, Crystal, as I unravel the mysteries behind successful branding and marketing strategies from my lively hub in Houston, Texas. After days immersed in conversations with local contractors, I've gathered tales of triumph and missteps—like the pitfalls of clinging to lackluster company names and the untapped power of professional branding services. Di...
Welcome to another engaging episode of "From the Yellow Chair," where we sit down with Leo Morales, the inspiring co-owner of BCI Plumbing, Heating, and Cooling from Denton, Texas. What if the secret to thriving in business and life lies in the people you surround yourself with? Leo's riveting journey across 34 relocations and diverse industries reveals just that. Through life-altering experiences, he h...
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