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
How quickly are you responding to potential customers? In today's instant-gratification marketplace, that question might determine whether your contracting business thrives or struggles. When a homeowner discovers a pest problem at midnight or needs an emergency HVAC repair, they're not waiting until your business hours—they want answers now.
Nick, a serial entrepreneur who has built three organizat...
Ever wonder why some contractors seem to explode onto the scene while others struggle for decades without significant growth? The answer lies in avoiding what Crystal Williams and Eric Thomas call "the dumbest marketing mistakes" that plague the contracting industry.
This candid conversation dives deep into the nine critical errors preventing contractors from reaching their full potential. At the to...
The search for qualified HVAC talent has contractors desperate for innovative solutions. In this eye-opening conversation, Crystal welcomes Flavia De La Fuente, founder of Field Pay, who's pioneering a revolutionary approach to compensation that's transforming how service businesses recruit, retain, and motivate their teams.
Flavia reveals how today's workforce expectations have fundamentally s...
Feeling trapped in the Google advertising hamster wheel? You're not alone. As contractors face rising ad costs and diminishing returns from traditional search marketing, many are desperately seeking alternatives—but fear venturing into unfamiliar territory.
This episode dismantles the myths surrounding lead aggregation platforms like Yelp, Thumbtack, Angie, and Nextdoor. Rather than dismissing these plat...
Ever wonder why your service business hits a ceiling despite your best marketing efforts? The answer might not be in your advertising strategy but in your leadership bench strength.
In this enlightening conversation, Crystal welcomes leadership strategist Elise from Velocity Leader to explore how contractors can build depth on their teams. Drawing from her experience coaching over 150 contractors annually, El...
Ready to transform your contracting business? Crystal, co-founder and lead strategist at Lemon Seed Marketing, breaks down the three essential mindshifts that separate thriving contractors from those constantly struggling with marketing frustrations.
First, you must recognize that you already have a brand whether you're actively managing it or not. Your logo, customer experiences, reviews, and market pre...
"Why would you not offer financing when it can increase your ticket price by 30% and close over 50% more deals?" This compelling question from Gail, Account Executive at FTL Finance, sets the tone for a conversation that could transform how contractors approach sales in today's market.
Many contractors mistakenly believe financing is only for price-shoppers or worry that discussing payment opti...
Think your Google rankings are all that matter? Think again. In this eye-opening conversation, marketing strategist Jonathan Bannister challenges everything contractors believe about digital marketing with his provocatively titled new book, "F*** Digital Marketing: Why Building a Memorable Brand Matters More Than Rankings."
Bannister takes us on his unlikely journey from police officer to marketing ...
Throw away the notion that digital marketing alone can build your home service business. In this eye-opening conversation, Lemon Seed Marketing founders Emily and Crystal reveal why so many contractors struggle with marketing that actually works—and how to fix it.
The key lies in their signature three-bucket framework: be memorable (building your brand), be discoverable (generating leads through call-to-actio...
Tired of guessing whether your marketing dollars are working? You're not alone. This eye-opening episode tackles the critical but often overlooked aspect of contractor marketing: proper tracking and measurement.
Most contractors struggle to connect their marketing efforts to actual results. Without reliable tracking systems, we're left making gut decisions that may feel right but lack the data to su...
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...
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