July 8, 2025 • 26 mins
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 shares her firsthand experience working with family businesses in these industries and reveals the crucial mindset shift needed to build lasting success.
"Dig your well before you're thirsty" becomes the rallying cry for service companies who understand that customers make emotional, not logical decisions during emergencies. When water is flooding the house or the AC dies during a heatwave, homeowners don't methodically research fifteen companies—they call the one name they trust.
Crystal provides a practical three-part framework for building this trust: crafting an authentic, unique brand that resonates emotionally; being present in your community before customers need you; and ensuring your customer experience matches your brand promise. Through colorful examples and tough-love advice, she illustrates how seemingly small details—from truck appearance to CSR phone manner—either reinforce or undermine your brand's foundation.
The episode challenges service company owners to look beyond metrics like CTR and CTA to focus first on creating a memorable brand experience. As Crystal bluntly puts it, "Most of y'all, you ain't even got a cake. You're icing like my little kids do when I volunteer in church."
Whether you're just starting your service company or looking to elevate an established business, this episode provides both the strategic vision and tactical steps to build a brand that customers instinctively turn to when emergencies strike. Ready to transform your marketing approach and create raving fans? This episode is your blueprint.
If you enjoyed this chat From the Yellow Chair, consider joining our newsletter, "Let's Sip Some Lemonade," where you can receive exclusive interviews, our bank of helpful downloadables, and updates on upcoming content.
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From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com
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We'll see you next time, Lemon Heads!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Well, what's up, lemonheads?
Welcome to another episode ofFrom the Yellow Chair.
I'm Crystal and today I'mtalking about something that
really is not that big of asecret, but sometimes I feel
like y'all just need to hear it.
Right?
You just need to hear it onemore time.
But today we're going to talkabout why brand reputation beats
quick win marketing tacticsevery single time, whether
(00:22):
you're in HVAC, plumbing,electrical roofing, pest control
, and, honestly, the list goeson and on.
This episode is definitely foryou to kick you back around, to
understanding the importance ofbrand reputation.
Let's talk about what it reallymeans to build a brand that
people trust and how that trustturns into long-term,
(00:42):
foundational success.
Let's go, let's sip somelemonade, all right?
So here's the good news and thebad news at the same time.
Right, so homeowners don't planto really need us.
They're reacting to a problem.
(01:04):
They've come home and there'swater everywhere.
Toilets won't flush, right?
There's roaches, ants, a wasp,there is a roof leak, there is
105 degrees in my house when Iget home from work and I really
have little kids and I don'twant to deal with all of these
problems.
Right, so they don't plan toreally need us.
They're reacting to a problem,an emergency, an issue, right.
(01:28):
So in that moment of stress andurgency and slight panic, I
don't always believe that theyjust go out researching like 5,
10, 15 companies.
What they do is they go to theone trusted source, right In
their mind.
They need to think if they canimmediately think of someone, or
they run to Google right Intheir mind.
They need to think if they canimmediately think of someone, or
they run to Google, right.
So what we have to do is bewhere the people are.
(01:50):
But if we can build a solid,memorable brand and this is what
I say build, dig your wellbefore you're thirsty, right,
dig your well before you'rethirsty, meaning you have to be
working on people years inadvance before they're actually
going to use your company,before they need your company.
(02:11):
All of us that are in time ofneed service-based industry.
They don't need us all the time, right.
So, like those of you, I feellike you're lucky if you get to
market like an item or aboutique or you know something
fun vacation spots, becausepeople are choosing that.
People do not want to choose us.
They do not want to be in thepredicament that has got them
(02:32):
where they are.
So I know that I have to workextra hard to build brand
identity and brand authority andbrand trust.
Throughout my marketing tactics, throughout my marketing
strategy is brand building, sothat I am the one I want to be,
the only one that they know andtrust to get things done
(02:53):
whenever those problems arrive.
And so you have to work harder.
It is expensive, it is along-term investment, it's a
marathon strategy, but it works.
It works and this is why it'simportant to have both of these
things running at the same timeboth a long-term strategy for
brand building and just buildingauthority in the marketplace
(03:14):
and those things, along with anaggressive strategy for grabbing
up low-hanging fruit and leadsthat are running through.
So that's why marketing is notcut and dry.
I made a post about it theother day.
It's not cut and dry.
If anything, it's super complexto keep up with all these
moving pieces, all the newthings that are coming in.
Everybody's panicking right now.
(03:34):
What are we going to do aboutAI?
If you're not using AI, you'releft behind.
If you don't have a reallygreat brain, you're left behind.
You're not doing PPC you'releft behind.
Why are you not rehashing?
Are you doing email marketing?
All of those things I just wantto tell you all.
Marketing works when you havethe right intentionality,
especially if you have a reallygood brand.
So listen back to thathomeowner who's in that moment
of stress and urgency.
(03:55):
They're going to someone thatthey know and trust and the
decision is not often made withlogic.
It's definitely made withemotion of who they've engaged
with, who they've built arapport with, who they feel like
they know is quote, unquotetheir pest control guy, their
HVAC guy, right?
So being top of mind and beingtrusted is key and it comes from
(04:16):
brand awareness, visibility andconsistency, aka spending that
money, even when you don't wantto, to keep things moving around
.
So you know, trust over tactics, right, we have to have this
trust over tactics mentality.
So what do I mean, crystal?
What the heck do you mean?
Trust over tactics?
It's tempting to really onlyrely on like, oh my gosh, okay,
(04:39):
I've got a, I've got a good, uh,cheap coupon here, I've got a
one-time promo.
Listen, your girl loves somepromos, okay, loves some gift
with purchases, little coupons,love those things.
But remember, it's like icingon the cake to the foundational
things that you're doing.
So those of you, if you arelistening right now and you're a
contractor and you are buildinga business, understand that
(05:02):
your brand is your foundationalsuccess.
Everything else that we do fora marketing strategy including
different advertising tactics,community support, social media,
rehashing existing client baseall of those things those are
icing on the cake.
Most of y'all, you ain't evengot a cake.
You're icing like my littlekids do when I volunteer in
(05:22):
church.
They're icing all over thetable because they really ain't
got a cookie that I ate it andsmashed it, and so some of you
don't even have a cake for us toput icing on, because you've
not built a brand.
You thought you called yourselfsuccessful when you had a logo
and you threw it on the side ofa truck and a magnet and, by the
(05:42):
way, you got a really good dealbecause you only partially
wrapped your truck, so your teamdoesn't wear a uniform.
All of these you're missing it,right?
So we have to be foundationallyfocused on building a brand and
a look and a feel and anengagement and a reputation that
people like, know, love andtrust, and so when we do that,
(06:02):
we don't always have to rely thekey word here is rely on
coupons, flashy ads and one-timepromos.
We don't have to rely on thosethings.
Those things now becomeaccompaniments right to our
brand, and those are short-termwins which we need.
Hey, listen, I've lived a life.
I worked.
Remember.
I worked in my family's heatingand air conditioning company.
I work alongside my sister andbrother in the space control
(06:26):
company.
I work alongside a really goodfriend who's running a roofing
company Y'all I live and eat andbreathe home service company
every single day, from ground upto very successful companies in
the multimillion dollars.
I get to see all thesedifferent clients.
I understand you got to haveleads to win stuff.
So then let's build a shortterm strategy.
(06:47):
The tricky part is you can'thave one or the other.
You have to have both Right.
So-term growth happens whenpeople recognize your name, they
trust that you're going to givegood service and they feel
confident about choosing youagain and again and again and
referring you to their friends,to their families and those
community groups.
We must build raving fans abouthow we made our customers feel
(07:13):
when they experienced us.
So if you're listening again,if you're listening right now, I
want you to think of the firstthing that people are going to
interact with is your mass mediaplay.
So things that reach the masses, right.
Billboards, radio, tv, eventruck wraps and things like that
, so many.
Your market is experiencingthose brands, your market is
experiencing those brands.
And so when that happens, youhave to know that is your first
(07:40):
like visual interaction, right.
Then your CSRs and your socialmedia and your dispatchers, all
of those things have to alsoreflect.
So if you've got this really funbrand and then they call your
office and oh you know, sallySue, she's like thanks for
calling Crystal Seating and Air,and does not sound like hi,
thank you for calling Crystal'sEating and Air, but instead they
(08:00):
sound like they're going toslap your hand with a ruler
because you're at boardingschool.
Like, no one wants thatinteraction anymore.
We want positivity and we wantjoy and we want happiness and we
want to be quick and we want tobe efficient and we want to be
thorough without losing thelocalized feel of who we are as
a company.
And so long term growth againhappens when people recognize
(08:23):
your name, they trust yourservice and they feel confident
to choose you again and againand refer you.
And so you have to take a wholelook at the entire customer
journey with your company.
Let everybody throw data at youleft and right, ctr and CTA and
all these numbers, right, theLTV, lifetime value.
(08:43):
They're going to throw allthese numbers at you and most of
you just need to sit down andfocus on number one.
You don't have a good brand andthe customer experience with
your company is terrible.
If we could fix those thingsthen we can start worrying about
your average tickets and we canworry about the lifetime value
of a customer and we can worryabout churn.
We can worry about all thosethings, but you got to pick a
(09:04):
lane.
So the other day I did have thisclient it was a wonderful
client and they do great thingsbut I had to redirect because
they were so hyper-focused onthings that didn't really matter
and I was like well, listen,there are a hundred leads here,
your booking rate is 30%.
Now some of you are listeninglike what you say, 30%?
(09:26):
I would never let that happen.
But what we had was 30%.
Well, they just had a baby,okay.
So listen, I'm all forempathetic.
I'm a whole bleeding heart overhere in East Texas, right?
I love people and I want tosupport people.
I love to watch people take ahand up and be a killer killer
(09:47):
in their position.
I love it.
I live for it.
But at the same time, you got acompany to run.
I had to learn that lesson thehard way, and some of you do too
.
You can't help people.
You can't care about peoplemore than they care about
themselves, right?
So, like, you got to reallyfocus on it.
Do I have the right people inthe right seats?
That's a whole nother episodefor a whole nother day, but it
does impact your customer'sexperience.
(10:08):
So there's three ways that wecan build a trust.
First, brand right.
Number one we're going to crafta brand that feels unique and
personal.
Authenticity.
Authenticity, friends.
Build an authentic brand, orlet Living Seed help you build
an authentic brand.
It needs to be a truereflection of how you want the
community to feel about you.
(10:29):
So, once you determine that one,that one adjective so, do you
want people to feel playful andfun?
Do you want them to feeltraditional?
Do you want them to feel veryprofessional?
Do you want to feel very highend?
Do you want to feel very like?
Okay, I'm an education company,or are you edgy?
You know?
What can we say about you thatwe can then depict visually?
(10:53):
So listen y'all, I can'tgraphically design anything.
Emily is a genius at this stuff.
I can verbalize my idea, but Ican't take, I can't draw, I
can't write out pretty fonts.
Don't even get me in Adobe tostart designing stuff.
(11:13):
But Emily's skill set and ourgraphic design team their skill
set is amazing of taking yourwords and making it into
something that visually depictsthose thoughts.
So that's what a brand is.
So if you're just like, well,my cousin Joe picked out a good
font and threw that up on theside of my man, good for you.
But what guy you hear won't getyou there.
So it's time that we craftsomething that feels very unique
(11:35):
and it is emotionally appealingto who you are.
Our operations manager, andrea.
She hired one of our designerson the side to help she and her
husband's car shop.
They do these really cool carmodifications.
Anyone that knows me knows I donot need to be talking about
cars, but you know what this isa good point for me to tell you.
(11:56):
It did not matter that I don'treally understand what a coyote
motor is.
I have no idea.
But Andrea, our operationsmanager, will talk to you about
the coyote motor and the exhaustand all the different parts of
cars.
Right so?
But she knew that she wanted toget her husband a new brand
look and feel.
And so our graphic designer tookher and her husband's words and
(12:20):
made this beautiful logo, thisbeautiful brand, with all of
these accompaniments of how tobring this idea that they had in
their head to life.
And they were both emotional.
She and her husband wereemotional about this brand
because it was a reflection ofher father-in-law who had passed
away and all the things that hehad brought down.
(12:41):
And the reason that I thoughtabout it is I got ready to
record this podcast this morningand she comes walking out and
she has on a Reds Speed Shopt-shirt this morning and listen.
It's because she emotionallyand her husband Sam he
emotionally connected to thisbrand and our designer, cody,
killed it.
He killed it.
He did a great job of listeningand it's unique.
(13:03):
Nobody else can be read SpeechShop the way that they're read
Speech Shop because it isemotionally and visually, a
depiction of who they want to beknown for.
It's got this fun littlenostalgic kick and feel.
It is super cool and, more thananything, it is unique and it
is authentic.
So does your logo reflect yourcompany values?
(13:24):
Could your brand belong toanyone, or is it distinctly
associated with you, and so youreally have to think through
when you're thinking throughbranding.
Some of the things that we talkto our clients about is like
tell us, just start talking tous about your company.
Use like local, what is yourlocal connections?
Is your company built aroundyour grandpa?
(13:46):
Is it built around your uncle?
Is it built around you?
Do you love dogs?
Do you like to go canoeing?
Do you hike?
Do you play golf?
Do you smoke cigars?
Do you like whiskey?
Are you known for your bellylaugh?
Do you have a long beard?
Do you have bushy eyebrows?
Do you always wear sunglasses?
Do you always have a pocketwatch?
I mean, guys, this can go on,okay, I can go on for hours, but
(14:06):
there is something about youthat you really could build a
cool brand around, right, maybeit's a mascot or a character.
Right now I'm listen, you wantto talk mascots?
I'm your girl, love it, and thereason that I do you can go
look at any company that I'mdirectly associated with or have
part ownership in and has amascot, because it just makes it
easier to market.
(14:26):
I'm not going to lie.
It makes it easier to market.
It makes it easier to buildbrands around.
It makes it so much easier todo lots of things around, and so
I am passionate about mascotsor characters, but I can get
that same excitement around coolcolors or a cool icon.
And listen, graphic designersare masters at helping you bring
your vision to life, if youwill just talk right.
(14:48):
Unique taglines, unique brandvoice, meaning do you have a
very like sassy way that you saythings?
Are you a female owned businessand you want to lean into that
whole female vibe?
Are you a veteran and we wantto talk about God bless America?
Like what?
Where do we want to go?
Cause you know where we can goanywhere we flipping want to go
(15:09):
anywhere we want to go.
And you know what?
I get this call all the time.
Well, it's starting to be whereeveryone looks the same.
Well, here's good news Not withus, right?
We have figured out that everyunique little piece that we can
throw out there is standing outright.
So when someone sees your truck, or they hear your ad, or they
experience a sign or somethingthat you put up, they
(15:30):
immediately know it is you, itis your company.
So, number one craft a brandthat feels unique and personal.
Number two be present beforeyou're needed, aka dig that well
before you're thirsty, right.
So a lot of you know I'm aChristian.
I actually heard that when mypastor was speaking one day and
he was like you know, when it'stoo late to start depending on
the Lord, when you fully have noother choice but to lean on the
(15:53):
Lord, it's not too late.
But it's extremely hard to leanon the Lord at a time when it's
tragedy has struck you right,or just devastation.
So his whole point of sayingthis was like if you were
studying your Bible andpreparing yourself and equipping
your mind with scriptures andthings that you can speak over
yourself or over your family orover your friends when things
are bad.
(16:13):
But you have to start doingthat now.
You have to prepare.
And so I just have brought thatsame message over into my
marketing side of life where bepresent before you're actually
needed.
So most home service companiesthey base all of their marketing
on reactive marketing.
Lauren, let me get thattogether again.
They base all of theiradvertising tactics off of a
(16:36):
reactive marketing strategy,meaning you're waiting on
something to break for someonebefore you interact with them.
And, like guys, absolutely not.
We have to start being presentbefore we're needed.
Shaking hands and kissingbabies, petting dogs that's what
we gotta do, right?
That's why proactive visibilityis so important.
(16:57):
Just start being where thepeople are.
Start going and doing boothsand shows and festivals and all
types of events.
So if there's a balloonfestival, be at it.
If there's a summer fest, be atit.
If there's a fireworks in thepark, be it.
If there's a fireworks in thepark, be at it.
If there's a 5k, be at thefinish line.
If there is a dog parade, bethere.
(17:20):
Especially those of you thathave dogs in your mascot.
Hello, be the sponsor of thedog parade.
Right, guys, these things arenot rocket science, but if you
show up before the customerneeds you, they are engaging
with you, they're building arelationship with you and you
are settling in their mind andspirit, right?
So show up before the customerneeds you.
(17:43):
Sponsoring youth sports and ify'all never heard me go ham on
this, you're missing out, so I'mhaving to make this just a
little section.
I have other podcast episodesabout really dominating the
community space, but sponsoringyouth sports, schools, events or
festivals.
You know what we wanted to feedthe teachers.
Today I'm there.
Every teacher is going to get atwo, three months on our
membership plan.
If they're already a member, Iextend them three months.
I'm giving out cool stuff Likeno matter how you slice it,
(18:05):
crystal's Heating and AirConditioning Company is the best
.
I'm serving pizza and giving outpizza cutters.
You know why?
Not that?
I think everybody loves pizza,but I think everybody loves the
idea that I connected all thedots for them and they'll be
laughing and talking about thosepizza rollers.
Oh my gosh, that's so creative.
They're so creative.
I don't care, friends, I'mmaking reaction.
I'm shaking hands and kissingbabies up there.
(18:26):
You know what else I did?
I spent $300 and had all ofthese like teacher prizes, like
fancy pencil sharpeners and allthese dry erase marker sets and
some cool things that I didn'twant them to have to go by
themselves and I drew names leftand right and y'all, it is game
changer.
It is connections that you'remaking Youth sports again.
Y'all heard me say this before.
(18:46):
If you're only putting yourlogo on a banner, that's my
little cardinal sin.
Like stop it right now.
Do more than put your logo.
That's my little cardinal sin.
Like stop it right now.
Do more than put your logo.
Invite the team to your officeto take pictures in front of
your vans, give them four casesof Powerade Right, wear their
shirt, have a send off parade,let your vans lead them out of
town.
Like you can do all kinds ofstuff, friends, and really the
(19:07):
more fun the better, because, no, I don't want a 10 year old
knowing my name, but I wanttheir parents and grandparents
knowing my name and when I takecare of their kid it builds a
relationship right.
Also, festivals be there, attendcommunity markets and block
parties and things where you canbe out there.
Maybe pick one Saturday a monthto be at the farmer's market
and you know what.
You're the cooling station.
You've just got cooling fansgoing.
(19:28):
You're handing out fans,shaking hands and kissing babies
and then buying produce at thatparticular one.
So host giveaways, littlewebinars on your social media
page.
Like, hey, here's your winterprep tips.
Hey guys, I know it's hurricaneseason.
It's Crystal at Crystal'sHeating and Air, and I know that
we are all prepping forhurricane season.
Do you have your generator?
Here's what you can do.
(19:48):
Side note here's whatgenerators can't service, like
all these things.
Or, hey guys, it's Crystal atSpot On Pest Control.
Did you know?
Right now mosquitoes areswarming worse than ever?
We have a mosquito spray thatblah, blah, blah, blah, blah,
blah, blah.
Right, tell the business, tellpeople what you do.
Leave behind more than just abusiness card, right.
Leave behind more than just alittle ratty brochure that a
(20:12):
technician dug out of their van.
Let's get deeper.
Let's leave behind a koozie, amagnet, a chip clip, something.
Build familiarity, andfamiliarity leads to first call
status Meaning.
When I walk in my house, it's105 degrees.
I'm thinking of that dang chipclip, that magnet.
That time Sailor Mac kissed mytoddler and took a picture.
Not kissed, that's weird, sorry, but held the toddler and took
(20:32):
a picture.
Not kiss, that's weird, sorry,but held the toddler and took a
picture.
I'm thinking about the timethat johnny from spot on pest
control, um, was at the openingday of baseball season and
sponsored the um photo booth.
Right is y'all.
You're just there and yourexpectation is that is
constantly creating brandawareness.
So if you're one of thosejagaloons that loves to go, okay
(20:54):
, well, I spent $300 sponsoringthis and I didn't sell one
system.
You're not.
You're not going to sell onesystem that day because of that.
You're not.
You have to understand thatthis is a long-term strategy,
this is a building strategy, andso you can be mad if you want
to, but listen, let me tell youwhat happens.
Companies with a good brand rollinto a new market, spend about
(21:14):
12 to 14 percent in marketing.
Open up a business right inyour area and give them 18
months and they've ran over thetop of you with brand awareness
and you're going to wonder whatthe heck happened.
And I'm going to tell you theyoutworked you on the branding
side.
They out guerrilla marketed you.
They out bootstrapped you inthe market because you were like
(21:34):
I'm not going to no festivals.
Here's the good news, ownersyou don't have to go, but then
deploy a position that you cango right.
So let that number two was bepresent before you're needed.
And number three match yourcustomer experience to your
brand promise.
A strong logo means nothing Ifyour texts show up late.
(21:56):
The CSR is rude.
Everybody smells like cigarettesmoke.
We got chewing tobacco.
I'm from Texas so maybe I'm alittle biased to that, but you
got chewing tobacco.
You've got all this stuff goingon.
They park and like fourMcDonald's cups falls out right,
or Chipotle, whataburger,whatever little place they're
stopping.
Guys, you have to look witheagle eyes, brand protection
(22:18):
goggles on your eyeballs andlook at your entire market that
you are servicing and how theyare interacting with your people
every single day, Because thatis your brand.
Your brand goes so much deeperthan some logo somebody gave you
off a shelf.
It is definitely a part of whoyou are, from start to finish,
(22:41):
from the what are your, what doyour?
Let me tell you one thingthat'll drive me nuts, don't you
?
Let me have an old billboardgraphics up that are sun faded
and tattered and torn, I willcall that company so fast to be
like get it down off of yourboard.
Because if that, think aboutthat.
You're driving and you've seenthis billboard, but then it gets
whipped and torn and sun faded,you're gonna be like are they
(23:03):
broke?
That's what people think.
They don't have any money toreplace that.
Why would they let that looklike that?
Yeah, why would you?
Why would you let that looklike that?
It's a reflection of your brand.
Do you have trucks with thepaints peeling all over the
place?
I understand that you might notbe able to fix every single one
of them, but by God, I would befixing them as soon as I could.
I'd be doing something Because,again, if you drive up and
(23:27):
everything's ratty, tat andyou're letting your technicians
not look fresh and clean shavenand when I say clean shaven, I
don't mean they can't have abeard, but do they look like
they just hiked the AppalachianTrail for three months?
Right?
Are we just scraggly, or do welook like we have our stuff
together?
We're clean, neat, organized.
That's what makes a part ofyour brand Right.
Every part of it Friendly phoneservice, branded trucks, nice
(23:49):
uniforms, the invoicing that youuse, timely communication.
They get their emails, they gettexts.
You're updating your socialmedia follow-up surveys and
thank you notes and thank yougifts and leave-behinds.
Your actions have to reinforceyour marketing and branding.
Consistency builds trust andtrust turns into referrals and
reviews.
We have got to shift our mind.
(24:10):
I don't care what type of leadfunnel I'm using Referrals,
reviews, mass media, ppc, glsa,email newsletters, marketing at
local events I don't care,because I have all of it pumping
at the same time.
So ask yourself these things Isyour brand unique and
recognizable to you?
(24:30):
Are you visible in your localcommunity?
Not just online, not justonline.
So a website that no one goesto is like if a tree falls in
the forest you actually hear itfall, no one cares.
So people will say, well, Ihave this offer on my website.
No one just goes to your HVACwebsite and looks around.
No one just goes to your pestcontrol website and looks around
(24:53):
.
You have to have things thatare driving things there, so
you've got to get visible.
And then does your customerexperience reflect exactly what
you stand for?
Do you tolerate?
You deserve what you tolerate,right?
So if not, start there.
So listen, guys.
It's easy to chase clicks andquick conversions, but the home
service companies that thriveare the ones that build a real
(25:16):
reputation, not just a marketingfunnel.
Branding is the long game, butit's the one that lasts, because
when someone's AC dies or theirsink leaks or the bugs are out
of control, they don't reallyalways scroll through every
single option.
They call the company that theyknow.
Remember, they're looking foryour name, they want to remember
your name, the ones they'veseen, the one they trust, and
(25:37):
let's let that be you.
All right, guys?
Thanks for joining me foranother episode of From the
Yellow Chair.
I was on my soapbox today, butif this sparked some ideas for
you or some alarms in your headlike, oh my gosh, I don't know
what we do.
This podcast is sponsored byLemon Seed Marketing.
We are designed to help homeservice contractors build great
brands, create really goodstrategies and advertising
(25:58):
techniques that eventually buildlong-term success for you, and
so we are here to walk youthrough that process side by
side.
We don't just give you a logoand walk away.
We're going to help you throughthe whole entire process.
We can't wait to meet you inperson and hopefully talk to you
again and, if we can help you,email us at hello at lemon seed
marketing com or just go to ourwebsite, lemon seed marketing
(26:19):
com.
Talk soon.
Well, what's up, lemonheads?
Welcome to another episode ofFrom the Yellow Chair.
I'm Crystal and today I'mtalking about something that
really is not that big of asecret, but sometimes I feel
like y'all just need to hear it.
Right?
You just need to hear it onemore time.
But today we're going to talkabout why brand reputation beats
quick win marketing tacticsevery single time, whether
(00:22):
you're in HVAC, plumbing,electrical roofing, pest control
, and, honestly, the list goeson and on.
This episode is definitely foryou to kick you back around, to
understanding the importance ofbrand reputation.
Let's talk about what it reallymeans to build a brand that
people trust and how that trustturns into long-term,
(00:42):
foundational success.
Let's go, let's sip somelemonade, all right?
So here's the good news and thebad news at the same time.
Right, so homeowners don't planto really need us.
They're reacting to a problem.
(01:04):
They've come home and there'swater everywhere.
Toilets won't flush, right?
There's roaches, ants, a wasp,there is a roof leak, there is
105 degrees in my house when Iget home from work and I really
have little kids and I don'twant to deal with all of these
problems.
Right, so they don't plan toreally need us.
They're reacting to a problem,an emergency, an issue, right.
(01:28):
So in that moment of stress andurgency and slight panic, I
don't always believe that theyjust go out researching like 5,
10, 15 companies.
What they do is they go to theone trusted source, right In
their mind.
They need to think if they canimmediately think of someone, or
they run to Google right Intheir mind.
They need to think if they canimmediately think of someone, or
they run to Google, right.
So what we have to do is bewhere the people are.
(01:50):
But if we can build a solid,memorable brand and this is what
I say build, dig your wellbefore you're thirsty, right,
dig your well before you'rethirsty, meaning you have to be
working on people years inadvance before they're actually
going to use your company,before they need your company.
(02:11):
All of us that are in time ofneed service-based industry.
They don't need us all the time, right.
So, like those of you, I feellike you're lucky if you get to
market like an item or aboutique or you know something
fun vacation spots, becausepeople are choosing that.
People do not want to choose us.
They do not want to be in thepredicament that has got them
(02:32):
where they are.
So I know that I have to workextra hard to build brand
identity and brand authority andbrand trust.
Throughout my marketing tactics, throughout my marketing
strategy is brand building, sothat I am the one I want to be,
the only one that they know andtrust to get things done
(02:53):
whenever those problems arrive.
And so you have to work harder.
It is expensive, it is along-term investment, it's a
marathon strategy, but it works.
It works and this is why it'simportant to have both of these
things running at the same timeboth a long-term strategy for
brand building and just buildingauthority in the marketplace
(03:14):
and those things, along with anaggressive strategy for grabbing
up low-hanging fruit and leadsthat are running through.
So that's why marketing is notcut and dry.
I made a post about it theother day.
It's not cut and dry.
If anything, it's super complexto keep up with all these
moving pieces, all the newthings that are coming in.
Everybody's panicking right now.
(03:34):
What are we going to do aboutAI?
If you're not using AI, you'releft behind.
If you don't have a reallygreat brain, you're left behind.
You're not doing PPC you'releft behind.
Why are you not rehashing?
Are you doing email marketing?
All of those things I just wantto tell you all.
Marketing works when you havethe right intentionality,
especially if you have a reallygood brand.
So listen back to thathomeowner who's in that moment
of stress and urgency.
(03:55):
They're going to someone thatthey know and trust and the
decision is not often made withlogic.
It's definitely made withemotion of who they've engaged
with, who they've built arapport with, who they feel like
they know is quote, unquotetheir pest control guy, their
HVAC guy, right?
So being top of mind and beingtrusted is key and it comes from
(04:16):
brand awareness, visibility andconsistency, aka spending that
money, even when you don't wantto, to keep things moving around
.
So you know, trust over tactics, right, we have to have this
trust over tactics mentality.
So what do I mean, crystal?
What the heck do you mean?
Trust over tactics?
It's tempting to really onlyrely on like, oh my gosh, okay,
(04:39):
I've got a, I've got a good, uh,cheap coupon here, I've got a
one-time promo.
Listen, your girl loves somepromos, okay, loves some gift
with purchases, little coupons,love those things.
But remember, it's like icingon the cake to the foundational
things that you're doing.
So those of you, if you arelistening right now and you're a
contractor and you are buildinga business, understand that
(05:02):
your brand is your foundationalsuccess.
Everything else that we do fora marketing strategy including
different advertising tactics,community support, social media,
rehashing existing client baseall of those things those are
icing on the cake.
Most of y'all, you ain't evengot a cake.
You're icing like my littlekids do when I volunteer in
(05:22):
church.
They're icing all over thetable because they really ain't
got a cookie that I ate it andsmashed it, and so some of you
don't even have a cake for us toput icing on, because you've
not built a brand.
You thought you called yourselfsuccessful when you had a logo
and you threw it on the side ofa truck and a magnet and, by the
(05:42):
way, you got a really good dealbecause you only partially
wrapped your truck, so your teamdoesn't wear a uniform.
All of these you're missing it,right?
So we have to be foundationallyfocused on building a brand and
a look and a feel and anengagement and a reputation that
people like, know, love andtrust, and so when we do that,
(06:02):
we don't always have to rely thekey word here is rely on
coupons, flashy ads and one-timepromos.
We don't have to rely on thosethings.
Those things now becomeaccompaniments right to our
brand, and those are short-termwins which we need.
Hey, listen, I've lived a life.
I worked.
Remember.
I worked in my family's heatingand air conditioning company.
I work alongside my sister andbrother in the space control
(06:26):
company.
I work alongside a really goodfriend who's running a roofing
company Y'all I live and eat andbreathe home service company
every single day, from ground upto very successful companies in
the multimillion dollars.
I get to see all thesedifferent clients.
I understand you got to haveleads to win stuff.
So then let's build a shortterm strategy.
(06:47):
The tricky part is you can'thave one or the other.
You have to have both Right.
So-term growth happens whenpeople recognize your name, they
trust that you're going to givegood service and they feel
confident about choosing youagain and again and again and
referring you to their friends,to their families and those
community groups.
We must build raving fans abouthow we made our customers feel
(07:13):
when they experienced us.
So if you're listening again,if you're listening right now, I
want you to think of the firstthing that people are going to
interact with is your mass mediaplay.
So things that reach the masses, right.
Billboards, radio, tv, eventruck wraps and things like that
, so many.
Your market is experiencingthose brands, your market is
experiencing those brands.
And so when that happens, youhave to know that is your first
(07:40):
like visual interaction, right.
Then your CSRs and your socialmedia and your dispatchers, all
of those things have to alsoreflect.
So if you've got this really funbrand and then they call your
office and oh you know, sallySue, she's like thanks for
calling Crystal Seating and Air,and does not sound like hi,
thank you for calling Crystal'sEating and Air, but instead they
(08:00):
sound like they're going toslap your hand with a ruler
because you're at boardingschool.
Like, no one wants thatinteraction anymore.
We want positivity and we wantjoy and we want happiness and we
want to be quick and we want tobe efficient and we want to be
thorough without losing thelocalized feel of who we are as
a company.
And so long term growth againhappens when people recognize
(08:23):
your name, they trust yourservice and they feel confident
to choose you again and againand refer you.
And so you have to take a wholelook at the entire customer
journey with your company.
Let everybody throw data at youleft and right, ctr and CTA and
all these numbers, right, theLTV, lifetime value.
(08:43):
They're going to throw allthese numbers at you and most of
you just need to sit down andfocus on number one.
You don't have a good brand andthe customer experience with
your company is terrible.
If we could fix those thingsthen we can start worrying about
your average tickets and we canworry about the lifetime value
of a customer and we can worryabout churn.
We can worry about all thosethings, but you got to pick a
(09:04):
lane.
So the other day I did have thisclient it was a wonderful
client and they do great thingsbut I had to redirect because
they were so hyper-focused onthings that didn't really matter
and I was like well, listen,there are a hundred leads here,
your booking rate is 30%.
Now some of you are listeninglike what you say, 30%?
(09:26):
I would never let that happen.
But what we had was 30%.
Well, they just had a baby,okay.
So listen, I'm all forempathetic.
I'm a whole bleeding heart overhere in East Texas, right?
I love people and I want tosupport people.
I love to watch people take ahand up and be a killer killer
(09:47):
in their position.
I love it.
I live for it.
But at the same time, you got acompany to run.
I had to learn that lesson thehard way, and some of you do too
.
You can't help people.
You can't care about peoplemore than they care about
themselves, right?
So, like, you got to reallyfocus on it.
Do I have the right people inthe right seats?
That's a whole nother episodefor a whole nother day, but it
does impact your customer'sexperience.
(10:08):
So there's three ways that wecan build a trust.
First, brand right.
Number one we're going to crafta brand that feels unique and
personal.
Authenticity.
Authenticity, friends.
Build an authentic brand, orlet Living Seed help you build
an authentic brand.
It needs to be a truereflection of how you want the
community to feel about you.
(10:29):
So, once you determine that one,that one adjective so, do you
want people to feel playful andfun?
Do you want them to feeltraditional?
Do you want them to feel veryprofessional?
Do you want to feel very highend?
Do you want to feel very like?
Okay, I'm an education company,or are you edgy?
You know?
What can we say about you thatwe can then depict visually?
(10:53):
So listen y'all, I can'tgraphically design anything.
Emily is a genius at this stuff.
I can verbalize my idea, but Ican't take, I can't draw, I
can't write out pretty fonts.
Don't even get me in Adobe tostart designing stuff.
(11:13):
But Emily's skill set and ourgraphic design team their skill
set is amazing of taking yourwords and making it into
something that visually depictsthose thoughts.
So that's what a brand is.
So if you're just like, well,my cousin Joe picked out a good
font and threw that up on theside of my man, good for you.
But what guy you hear won't getyou there.
So it's time that we craftsomething that feels very unique
(11:35):
and it is emotionally appealingto who you are.
Our operations manager, andrea.
She hired one of our designerson the side to help she and her
husband's car shop.
They do these really cool carmodifications.
Anyone that knows me knows I donot need to be talking about
cars, but you know what this isa good point for me to tell you.
(11:56):
It did not matter that I don'treally understand what a coyote
motor is.
I have no idea.
But Andrea, our operationsmanager, will talk to you about
the coyote motor and the exhaustand all the different parts of
cars.
Right so?
But she knew that she wanted toget her husband a new brand
look and feel.
And so our graphic designer tookher and her husband's words and
(12:20):
made this beautiful logo, thisbeautiful brand, with all of
these accompaniments of how tobring this idea that they had in
their head to life.
And they were both emotional.
She and her husband wereemotional about this brand
because it was a reflection ofher father-in-law who had passed
away and all the things that hehad brought down.
(12:41):
And the reason that I thoughtabout it is I got ready to
record this podcast this morningand she comes walking out and
she has on a Reds Speed Shopt-shirt this morning and listen.
It's because she emotionallyand her husband Sam he
emotionally connected to thisbrand and our designer, cody,
killed it.
He killed it.
He did a great job of listeningand it's unique.
(13:03):
Nobody else can be read SpeechShop the way that they're read
Speech Shop because it isemotionally and visually, a
depiction of who they want to beknown for.
It's got this fun littlenostalgic kick and feel.
It is super cool and, more thananything, it is unique and it
is authentic.
So does your logo reflect yourcompany values?
(13:24):
Could your brand belong toanyone, or is it distinctly
associated with you, and so youreally have to think through
when you're thinking throughbranding.
Some of the things that we talkto our clients about is like
tell us, just start talking tous about your company.
Use like local, what is yourlocal connections?
Is your company built aroundyour grandpa?
(13:46):
Is it built around your uncle?
Is it built around you?
Do you love dogs?
Do you like to go canoeing?
Do you hike?
Do you play golf?
Do you smoke cigars?
Do you like whiskey?
Are you known for your bellylaugh?
Do you have a long beard?
Do you have bushy eyebrows?
Do you always wear sunglasses?
Do you always have a pocketwatch?
I mean, guys, this can go on,okay, I can go on for hours, but
(14:06):
there is something about youthat you really could build a
cool brand around, right, maybeit's a mascot or a character.
Right now I'm listen, you wantto talk mascots?
I'm your girl, love it, and thereason that I do you can go
look at any company that I'mdirectly associated with or have
part ownership in and has amascot, because it just makes it
easier to market.
(14:26):
I'm not going to lie.
It makes it easier to market.
It makes it easier to buildbrands around.
It makes it so much easier todo lots of things around, and so
I am passionate about mascotsor characters, but I can get
that same excitement around coolcolors or a cool icon.
And listen, graphic designersare masters at helping you bring
your vision to life, if youwill just talk right.
(14:48):
Unique taglines, unique brandvoice, meaning do you have a
very like sassy way that you saythings?
Are you a female owned businessand you want to lean into that
whole female vibe?
Are you a veteran and we wantto talk about God bless America?
Like what?
Where do we want to go?
Cause you know where we can goanywhere we flipping want to go
(15:09):
anywhere we want to go.
And you know what?
I get this call all the time.
Well, it's starting to be whereeveryone looks the same.
Well, here's good news Not withus, right?
We have figured out that everyunique little piece that we can
throw out there is standing outright.
So when someone sees your truck, or they hear your ad, or they
experience a sign or somethingthat you put up, they
(15:30):
immediately know it is you, itis your company.
So, number one craft a brandthat feels unique and personal.
Number two be present beforeyou're needed, aka dig that well
before you're thirsty, right.
So a lot of you know I'm aChristian.
I actually heard that when mypastor was speaking one day and
he was like you know, when it'stoo late to start depending on
the Lord, when you fully have noother choice but to lean on the
(15:53):
Lord, it's not too late.
But it's extremely hard to leanon the Lord at a time when it's
tragedy has struck you right,or just devastation.
So his whole point of sayingthis was like if you were
studying your Bible andpreparing yourself and equipping
your mind with scriptures andthings that you can speak over
yourself or over your family orover your friends when things
are bad.
(16:13):
But you have to start doingthat now.
You have to prepare.
And so I just have brought thatsame message over into my
marketing side of life where bepresent before you're actually
needed.
So most home service companiesthey base all of their marketing
on reactive marketing.
Lauren, let me get thattogether again.
They base all of theiradvertising tactics off of a
(16:36):
reactive marketing strategy,meaning you're waiting on
something to break for someonebefore you interact with them.
And, like guys, absolutely not.
We have to start being presentbefore we're needed.
Shaking hands and kissingbabies, petting dogs that's what
we gotta do, right?
That's why proactive visibilityis so important.
(16:57):
Just start being where thepeople are.
Start going and doing boothsand shows and festivals and all
types of events.
So if there's a balloonfestival, be at it.
If there's a summer fest, be atit.
If there's a fireworks in thepark, be it.
If there's a fireworks in thepark, be at it.
If there's a 5k, be at thefinish line.
If there is a dog parade, bethere.
(17:20):
Especially those of you thathave dogs in your mascot.
Hello, be the sponsor of thedog parade.
Right, guys, these things arenot rocket science, but if you
show up before the customerneeds you, they are engaging
with you, they're building arelationship with you and you
are settling in their mind andspirit, right?
So show up before the customerneeds you.
(17:43):
Sponsoring youth sports and ify'all never heard me go ham on
this, you're missing out, so I'mhaving to make this just a
little section.
I have other podcast episodesabout really dominating the
community space, but sponsoringyouth sports, schools, events or
festivals.
You know what we wanted to feedthe teachers.
Today I'm there.
Every teacher is going to get atwo, three months on our
membership plan.
If they're already a member, Iextend them three months.
I'm giving out cool stuff Likeno matter how you slice it,
(18:05):
crystal's Heating and AirConditioning Company is the best
.
I'm serving pizza and giving outpizza cutters.
You know why?
Not that?
I think everybody loves pizza,but I think everybody loves the
idea that I connected all thedots for them and they'll be
laughing and talking about thosepizza rollers.
Oh my gosh, that's so creative.
They're so creative.
I don't care, friends, I'mmaking reaction.
I'm shaking hands and kissingbabies up there.
(18:26):
You know what else I did?
I spent $300 and had all ofthese like teacher prizes, like
fancy pencil sharpeners and allthese dry erase marker sets and
some cool things that I didn'twant them to have to go by
themselves and I drew names leftand right and y'all, it is game
changer.
It is connections that you'remaking Youth sports again.
Y'all heard me say this before.
(18:46):
If you're only putting yourlogo on a banner, that's my
little cardinal sin.
Like stop it right now.
Do more than put your logo.
That's my little cardinal sin.
Like stop it right now.
Do more than put your logo.
Invite the team to your officeto take pictures in front of
your vans, give them four casesof Powerade Right, wear their
shirt, have a send off parade,let your vans lead them out of
town.
Like you can do all kinds ofstuff, friends, and really the
(19:07):
more fun the better, because, no, I don't want a 10 year old
knowing my name, but I wanttheir parents and grandparents
knowing my name and when I takecare of their kid it builds a
relationship right.
Also, festivals be there, attendcommunity markets and block
parties and things where you canbe out there.
Maybe pick one Saturday a monthto be at the farmer's market
and you know what.
You're the cooling station.
You've just got cooling fansgoing.
(19:28):
You're handing out fans,shaking hands and kissing babies
and then buying produce at thatparticular one.
So host giveaways, littlewebinars on your social media
page.
Like, hey, here's your winterprep tips.
Hey guys, I know it's hurricaneseason.
It's Crystal at Crystal'sHeating and Air, and I know that
we are all prepping forhurricane season.
Do you have your generator?
Here's what you can do.
(19:48):
Side note here's whatgenerators can't service, like
all these things.
Or, hey guys, it's Crystal atSpot On Pest Control.
Did you know?
Right now mosquitoes areswarming worse than ever?
We have a mosquito spray thatblah, blah, blah, blah, blah,
blah, blah.
Right, tell the business, tellpeople what you do.
Leave behind more than just abusiness card, right.
Leave behind more than just alittle ratty brochure that a
(20:12):
technician dug out of their van.
Let's get deeper.
Let's leave behind a koozie, amagnet, a chip clip, something.
Build familiarity, andfamiliarity leads to first call
status Meaning.
When I walk in my house, it's105 degrees.
I'm thinking of that dang chipclip, that magnet.
That time Sailor Mac kissed mytoddler and took a picture.
Not kissed, that's weird, sorry, but held the toddler and took
(20:32):
a picture.
Not kiss, that's weird, sorry,but held the toddler and took a
picture.
I'm thinking about the timethat johnny from spot on pest
control, um, was at the openingday of baseball season and
sponsored the um photo booth.
Right is y'all.
You're just there and yourexpectation is that is
constantly creating brandawareness.
So if you're one of thosejagaloons that loves to go, okay
(20:54):
, well, I spent $300 sponsoringthis and I didn't sell one
system.
You're not.
You're not going to sell onesystem that day because of that.
You're not.
You have to understand thatthis is a long-term strategy,
this is a building strategy, andso you can be mad if you want
to, but listen, let me tell youwhat happens.
Companies with a good brand rollinto a new market, spend about
(21:14):
12 to 14 percent in marketing.
Open up a business right inyour area and give them 18
months and they've ran over thetop of you with brand awareness
and you're going to wonder whatthe heck happened.
And I'm going to tell you theyoutworked you on the branding
side.
They out guerrilla marketed you.
They out bootstrapped you inthe market because you were like
(21:34):
I'm not going to no festivals.
Here's the good news, ownersyou don't have to go, but then
deploy a position that you cango right.
So let that number two was bepresent before you're needed.
And number three match yourcustomer experience to your
brand promise.
A strong logo means nothing Ifyour texts show up late.
(21:56):
The CSR is rude.
Everybody smells like cigarettesmoke.
We got chewing tobacco.
I'm from Texas so maybe I'm alittle biased to that, but you
got chewing tobacco.
You've got all this stuff goingon.
They park and like fourMcDonald's cups falls out right,
or Chipotle, whataburger,whatever little place they're
stopping.
Guys, you have to look witheagle eyes, brand protection
(22:18):
goggles on your eyeballs andlook at your entire market that
you are servicing and how theyare interacting with your people
every single day, Because thatis your brand.
Your brand goes so much deeperthan some logo somebody gave you
off a shelf.
It is definitely a part of whoyou are, from start to finish,
(22:41):
from the what are your, what doyour?
Let me tell you one thingthat'll drive me nuts, don't you
?
Let me have an old billboardgraphics up that are sun faded
and tattered and torn, I willcall that company so fast to be
like get it down off of yourboard.
Because if that, think aboutthat.
You're driving and you've seenthis billboard, but then it gets
whipped and torn and sun faded,you're gonna be like are they
(23:03):
broke?
That's what people think.
They don't have any money toreplace that.
Why would they let that looklike that?
Yeah, why would you?
Why would you let that looklike that?
It's a reflection of your brand.
Do you have trucks with thepaints peeling all over the
place?
I understand that you might notbe able to fix every single one
of them, but by God, I would befixing them as soon as I could.
I'd be doing something Because,again, if you drive up and
(23:27):
everything's ratty, tat andyou're letting your technicians
not look fresh and clean shavenand when I say clean shaven, I
don't mean they can't have abeard, but do they look like
they just hiked the AppalachianTrail for three months?
Right?
Are we just scraggly, or do welook like we have our stuff
together?
We're clean, neat, organized.
That's what makes a part ofyour brand Right.
Every part of it Friendly phoneservice, branded trucks, nice
(23:49):
uniforms, the invoicing that youuse, timely communication.
They get their emails, they gettexts.
You're updating your socialmedia follow-up surveys and
thank you notes and thank yougifts and leave-behinds.
Your actions have to reinforceyour marketing and branding.
Consistency builds trust andtrust turns into referrals and
reviews.
We have got to shift our mind.
(24:10):
I don't care what type of leadfunnel I'm using Referrals,
reviews, mass media, ppc, glsa,email newsletters, marketing at
local events I don't care,because I have all of it pumping
at the same time.
So ask yourself these things Isyour brand unique and
recognizable to you?
(24:30):
Are you visible in your localcommunity?
Not just online, not justonline.
So a website that no one goesto is like if a tree falls in
the forest you actually hear itfall, no one cares.
So people will say, well, Ihave this offer on my website.
No one just goes to your HVACwebsite and looks around.
No one just goes to your pestcontrol website and looks around
(24:53):
.
You have to have things thatare driving things there, so
you've got to get visible.
And then does your customerexperience reflect exactly what
you stand for?
Do you tolerate?
You deserve what you tolerate,right?
So if not, start there.
So listen, guys.
It's easy to chase clicks andquick conversions, but the home
service companies that thriveare the ones that build a real
(25:16):
reputation, not just a marketingfunnel.
Branding is the long game, butit's the one that lasts, because
when someone's AC dies or theirsink leaks or the bugs are out
of control, they don't reallyalways scroll through every
single option.
They call the company that theyknow.
Remember, they're looking foryour name, they want to remember
your name, the ones they'veseen, the one they trust, and
(25:37):
let's let that be you.
All right, guys?
Thanks for joining me foranother episode of From the
Yellow Chair.
I was on my soapbox today, butif this sparked some ideas for
you or some alarms in your headlike, oh my gosh, I don't know
what we do.
This podcast is sponsored byLemon Seed Marketing.
We are designed to help homeservice contractors build great
brands, create really goodstrategies and advertising
(25:58):
techniques that eventually buildlong-term success for you, and
so we are here to walk youthrough that process side by
side.
We don't just give you a logoand walk away.
We're going to help you throughthe whole entire process.
We can't wait to meet you inperson and hopefully talk to you
again and, if we can help you,email us at hello at lemon seed
marketing com or just go to ourwebsite, lemon seed marketing
(26:19):
com.
Talk soon.
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