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
Have you ever wondered how some family businesses not only survive but thrive across generations? In this captivating conversation, Tucker Yarbrough reveals the remarkable journey of Yarbrough & Sons, a home service company that's grown from a $4.5 million business to pacing at $13 million by staying true to their roots while embracing innovation.
Tucker opens up about being a "trade baby" ...
Have you ever wondered why some home service companies thrive while others struggle despite similar services and prices? The secret lies in something deceptively simple yet profoundly powerful: brand reputation.
In this eye-opening episode, Crystal breaks down why brand reputation consistently outperforms quick-win marketing tactics for HVAC, plumbing, electrical, roofing, and pest control companies. She shar...
Every contractor has experienced it – that sinking feeling when you're tagged in a neighborhood group post asking for the "cheapest HVAC company." Or the frustration of price-shopping calls that waste your time. What if you could transform your marketing to eliminate these tire kickers before they even reach your CSRs?
In this value-packed episode, Crystal breaks down exactly how successful con...
The relentless summer heat isn't just taxing your technicians—it could be hiding a golden opportunity to maintain your business momentum straight into fall. If you're guilty of the all-too-common contractor mistake of coasting through August only to panic in September, this episode delivers the wake-up call and actionable strategy you need.
Crystal dives deep into the four essential steps that keep ...
The difference between a thriving home service business and one where the owner works endless hours isn't marketing or sales tactics—it's solid operational systems. Terry Nicholson, industry veteran and visionary behind Praxis S10, joins Crystal to reveal the hidden power of processes in creating sustainable growth.
Terry pulls back the curtain on what he calls "the hero trap"—that addicti...
Crystal welcomes her sister Tiffany Nash, general manager of Spot On Pest Control, to discuss their journey of rebranding a pest control company and driving explosive growth in East Texas.
• Growing up in a family heating and air conditioning business that started in 1974
• Tiffany's transition from 15 years in education to joining Lemon Seed Marketing
• Acquiring Lone Star Pest and Termite, a su...
Crystal discusses why many contractors feel their marketing is random and ineffective, and provides practical solutions for creating a strategic, cohesive marketing plan that aligns with business goals.
• Marketing without strategy leaves contractors feeling unsettled and disorganized
• True marketing encompasses branding, advertising, content, and community involvement
• Many contractors have adverti...
Today we explore how contractors can use AI to enhance personal connections with customers while maintaining their unique brand identity. Michael Wheelock from Affiliated Tech shares how their AI tools analyze customer interactions to improve service quality, identify at-risk clients, and boost retention rates without sacrificing the human touch.
• AI can analyze calls to identify customers at risk of leaving...
Connor and Caroline of Wingman Heating and Cooling share how they transformed their company through rebranding, from their former identity as Auburn Premier Air to creating a distinctive brand that reflects their family values and company culture.
• Making the decision to rebrand despite fears and uncertainties
• Choosing a name and identity that allows for future market expansion beyond Auburn
• Crea...
Ever feel like you're throwing marketing dollars into a black hole and praying something works? You're not alone. In this refreshingly honest episode, we're peeling back the layers on what's really holding home service contractors back from marketing success.
Marketing for contractors has become a chaotic landscape of conflicting advice, flashy trends, and endless "must-try" tact...
Ever wonder what $150,000 in professional branding and business resources could do for a contracting company? The answer might surprise you—it could completely transform their trajectory.
When Lemon Seed Marketing dreamed up the Great American Brand Story initiative, they knew they needed powerful partners to make it truly impactful. Enter Service Nation, whose decade-long mission of helping contractors grow ...
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...
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