The Kee To Growth

In this episode of The Kee To Growth Podcast, Jen McKee welcomes back repeat guest Josh Crouch from Relentless Digital for an insightful conversation on the ever-evolving landscape of marketing for home service businesses. From the very first moments, the conversation focuses on the intersection of search, AI, and reputation management, especially following the recent partnership between Yelp and ChatGPT. Jen and Josh dive deep into how these shifts are changing what it means to show up online as a contractor. Authentic branding and intentional boundaries around reputation-building take center stage, as they share personal stories around platforms that are both opportunity and obstacle.

A key theme that emerged is the challenge of review generation across multiple platforms. The discussion explored the frustration felt by service businesses when reviews are hidden or manipulated by algorithms, particularly on Yelp, and how this impacts trust and visibility. Strategies for redistributing review requests—beyond just Google—are addressed, ensuring that companies don't become invisible in AI-driven search results that now pull from diverse sources like Nextdoor, BBB, Facebook, and especially Yelp. The messy middle of reputation management is unpacked, along with the emotional weight business owners carry as they navigate what feels fair and authentic online.

The episode also touches on the impact of short-form video, with Jen raising the question of just how much benefit contractors get from Google's new indexing practices that prioritize video content. Josh underlines that blending hard skills (like technical SEO, backlinks from reputable and obscure sites, and press mentions) with soft truths (such as imposter syndrome around marketing and burnout from review requests) is more important than ever. Search everywhere optimization—being discoverable in the places prospects are actually looking—has replaced the narrow focus on Google alone. There's a strong reminder that showing up in directory roundups and listicles, as well as maintaining clear, searchable bios on social platforms, are table stakes in 2024.

Finally, the conversation explores the human side of marketing automation and community engagement. The discussion highlights how Reddit and Facebook groups can inspire excellent content ideas and honest conversations with prospects—if approached with the right mindset. The throughline is simple: relentless authenticity and a willingness to evolve are the keys to sustainable business growth, even when the rules of search and social seem to change daily.

Timestamps and key segments from this episode:

00:01 What is Search Everywhere Optimization and why does it matter now? 03:00 The Yelp and ChatGPT partnership: Why home service pros should pay attention 05:00 The pay-to-play dilemma with Yelp and strategies for reputation management 09:18 Building authentic review strategies across multiple platforms (not just Google) 10:50 How ChatGPT and AI tools source business information and reviews 13:27 Tracking visibility in LLM search results and monitoring AI search ranking 16:06 Why technical SEO still matters for both Google and AI search 17:17 The growing importance of appearing in roundups, listicles, and obscure directories 21:48 The risks of misinformation in AI search and the impact of viral Reddit threads 21:49 Is Google indexing short-form video and should contractors care? 24:19 How to optimize social bios for both branding and discoverability 25:49 Content strategy: Balancing educational, fun, and SEO-driven videos 27:25 Should you market on Reddit? How to engage authentically and avoid common pitfalls 32:45 Bonus tip: Turning negative reviews into powerful content for your business

Connect with Josh Crouch: Facebook https://www.facebook.com/josh.e.crouch/ Linked In: https://www.linkedin.com/in/josh-crouch/ Youtube: https://www.youtube.com/channel/UCLSsBI7US4h4Z05Nh58iR1Q Connect with Relentless Digtal: Facebook: https://www.facebook.com/relentlessdigitalservices Instragam: https://www.instagram.com/relentless_digital/ Website: https://www.relentless-digital.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 Crystal Williams, Co-founder and Strategist at Lemon Seed Marketing, to dive deep into marketing mindset, branding, community involvement, and the evolving role of AI in business growth. The conversation kicks off with Crystal sharing her transition from scaling her family's HVAC and plumbing company to building Lemon Seed, now a six-year-strong agency serving over 150 contractors nationwide as a fractional marketing department. Crystal unpacks how operators often feel overwhelmed by the unlimited marketing options and why having the right guide is crucial for achieving intentional boundaries within business and marketing strategy.

The episode tackles the real messy middle of marketing challenges: from not knowing who to trust or how to measure results, to the importance of a collaborative approach with vendor partners. Crystal highlights her unique matchmaker-style process, helping clients not just find the right marketing partners, but align the speed, style, and communication to fit their business culture. Jen and Crystal also discuss how branding is much more than logos or ads—it's about crafting an entire customer journey and ensuring every touchpoint, from wrapped vehicles to community sponsorships, amplifies your story.

A key theme is the shift in mindset from seeing marketing as an expense to viewing it as the key ingredient in a business's "perfect cake." The discussion explores why creating trust and recognition in your community—and embracing both digital and boots-on-the-ground tactics—compounds your impact and ultimately reduces lead costs. Crystal and Jen share tactical examples, including how to choose which organizations to support, involve your team in local initiatives, and leverage every community interaction for powerful PR, social media, and internal culture wins.

The impact of AI comes into sharp focus as Crystal explains how authority, trust, expertise, and visibility now influence not just SEO but how AI sources and recommends your business. The conversation breaks down why local PR, genuine branded content, and being recognized as a community expert matter more than ever in AI-powered search. Crystal closes out with the reminder that authentic branded content—not just AI-generated posts—will set businesses apart, and that marketing must evolve to prioritize connection, consistency, and a fully integrated digital and community presence.

00:02:09 Crystal shares her background and Lemon Seed's journey as a fractional marketing department for contractors 00:03:21 The overwhelming choices in marketing, why operators struggle, and the value of having a dedicated strategist 00:05:09 Common pitfalls in rebranding and vendor partnerships, plus the importance of a collaborative timeline 00:07:01 How to match marketing vendors with your company's speed, budget, and culture 00:07:51 Shifting to a marketing mindset: amplifying what works, fixing processes, and holistic brand experiences 00:12:07 Building trust vs. chasing leads: how recognition compounds and makes ads more efficient 00:13:57 Tactical community involvement: niching down, setting boundaries, and leveraging team participation 00:19:35 Making community events part of your brand's culture and maximizing visibility 00:25:08 How AI and PR are changing the branding landscape, and what digital authority means today 00:34:22 Final takeaways: authentic branded content, using AI as a tool, and next steps to grow with purpose Connect with Crystal Williams: Facebook: https://www.facebook.com/crystal.williams.754918/ Linked In: https://www.linkedin.com/in/crystal-williams-35835b114/ Connect with Lemon Seed Marketing: Facebook: https://www.facebook.com/lemonseedmarketing/ Instagram: https://www.instagram.com/lemonseedmarketing/ Tiktok: https://www.tiktok.com/@lemon_seed_marketing Linked In: https://www.linkedin.com/company/lemon-seed-marketing/ Youtube: https://www.youtube.com/@lemonseedmarketing Website: https://www.lemonseedmarketing.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 Meghan Jones, VP of Business Development at El Toro. The conversation dives into the unique world of home services marketing and how companies can get their brand in front of the right homeowners with precision. Meghan shares how her company's patented IP targeting allows businesses to deliver digital ads directly to specific households, ensuring efficient use of ad spend and eliminating wasted impressions often caused by traditional targeting methods.

The discussion explores the evolving challenges of digital advertising for trades and home services companies, emphasizing the importance of building trust and brand recognition before a homeowner is even searching for a service. Meghan and Jen talk through the differences between cookie-based, geofencing, and IP targeting, and why hyper-local targeting is a game-changer for small and mid-sized service businesses. Real-world stories highlight how being top-of-mind in the right service area can lead to more conversions when a customer needs to call for help.

Beyond targeting technology, the episode takes a deeper look at optimizing the entire marketing funnel. Jen and Meghan discuss the "messy middle" — where leads get lost, calls are missed, or partial form fills fall through the cracks. Rather than simply chasing more leads, the key takeaway is to audit every step of the customer journey, uncover leaks, and use the right CRM or consultant to capture and nurture every inquiry. The episode spotlights tools and tactics on refining internal systems, CRMs, and even touches on the role of AI in both creative production and customer experience, but with a practical eye toward what actually works today.

In the final segment, Jen and Meghan reflect on the importance of intentional boundaries and routines, especially for "visionary" business leaders who are great at innovation but not always at consistent execution. The conversation grounds marketing results in both human behavior and the need for constant learning. The episode wraps with advice to seek out friends and mentors who challenge you, and to keep your mindset open as the marketing landscape continues to shift.

Timestamps & Topics:

00:00 - Welcome & Introduction to Meghan Jones and El Toro 02:10 - The pain of wasted ad spend and El Toro's targeting advantage 04:37 - The realities of "want vs. need" in home services buying habits 07:01 - ChatGPT, backlinks, and why off-site SEO still moves the needle 08:38 - Internal systems, conversion leaks, and optimizing the marketing funnel 10:14 - CRM management, new tools, and reclaiming partial leads 12:14 - Consulting, AI-driven solutions, and organizing the customer journey 14:25 - Strategic pauses: reviewing your own business for hidden opportunities 16:39 - The evolution of digital targeting: cookies, data, and "walled gardens" 17:37 - How OTT and streaming ads fit for local home service companies 20:10 - The role of creative and AI in modern ad campaigns and authenticity

Connect with Meghan Jones: Linked In: linkedin.com/in/meghan-jones-3b507316 Email: [email protected] Connect with El Toro: Facebook: https://www.facebook.com/eltorocom Instragam: https://www.instagram.com/eltorodotcom Youtube: https://www.youtube.com/channel/UCjHptGpK62n5y6mFATmwHRA Website: https://eltoro.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 Al Levi to deep dive into the intersection of sustainable business growth, marketing, and self-leadership in the trades. The conversation focused on moving beyond the surface-level tactics and uncovering what truly sets apart companies that create generational wealth and lasting impact. Al shares his journey from operating a multigenerational trade business in New York to becoming a leading consultant for contractors looking to up-level their systems and create success with less stress.

One key theme that emerged was the misconception that more leads and flashy marketing are the main drivers of growth. Instead, Al breaks down his framework of "seven powers," with marketing intentionally placed as power number five—not because it's less important, but because foundational elements like planning, operating manuals, and a well-defined org chart set the stage for any marketing to work. The discussion explored why creating intentional boundaries and systems is vital if you want your business to grow sustainably and not at the cost of your health or sanity.

Several points were raised, including why business owners (no matter how large they grow) can never fully delegate away the roles of financial manager and marketing manager. Al and Jen discuss how marketing, just like financial oversight, requires the owner's vision and alignment—and how being systematic with your marketing budget, calendar, and core tactics changes everything. They also illustrate how customer service reps (CSRs) are not just a back-office position, but a crucial extension of your marketing team, building momentum and capturing real-time market data straight from your customers' mouths.

The episode is packed with tactical and personal wisdom. Al pulls back the curtain on the messy middle of growth, from his own battles with burnout and business chaos to the hard-won clarity that branding, consistency, and authentic leadership trump any notion of overnight success. Jen and Al discuss the irreplaceable human element in all things marketing and leadership, especially as AI and automation become more prevalent. The conversation leaves listeners with a grounded yet empowering roadmap for sustainable, aligned business growth.

Timestamps: [00:02:10] /timestamps/130 - Starting the podcast as a resource for actionable marketing and uncovering what holds businesses back beyond lead generation [00:04:38] /timestamps/278 - Al's "seven powers" for business growth and why marketing is only one piece of the puzzle [00:06:28] /timestamps/388 - Why marketing is only effective with solid systems, training, and culture in place [00:07:27] /timestamps/447 - The two roles owners can never fully delegate: financial manager and marketing manager [00:08:18] /timestamps/498 - Building a marketing plan: budget, channel focus, and the importance of a marketing calendar [00:10:26] /timestamps/626 - Why marketing calendars should be built backwards and the power of testing, data, and testimonials [00:12:11] /timestamps/731 - Integrating CSRs and lead tracking into the marketing function for better customer experience and feedback loops [00:15:37] /timestamps/937 - Community events, branding, and the trap of ignoring what already works in your business [00:28:46] /timestamps/1726 - The impact of repetition, owner visibility, and authentic brand leadership in social media and community presence [00:32:12] /timestamps/1932 - AI as a virtual assistant, the strengths and limits of automation, and staying connected to the customer journey Connect with AI Levi: Linked In: https://www.linkedin.com/in/7powercontractor/ Connect with 7-Power Contractor: Facebook: https://www.facebook.com/7PowerContractor Instragam: https://www.instagram.com/the7powercontractor/ Youtube: https://www.youtube.com/@7PowerContractor Website: https://7powercontractor.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 Englin, founder of Core Matters, host of the Titans of the Trades podcast, and author of "Hire Better People Faster." The conversation dives deep into the intersection of marketing, recruiting, and leadership for service-based businesses, especially those in the trades. The discussion opens with Ryan's personal journey growing up in a blue collar household, his insights from working in corporate, and his mission to make the trades "cool again" for the next generation.

A key theme that emerged was the industry's marketing problem—not just in attracting customers, but in bringing the right talent into the trades. The episode explores the disconnect between how companies market themselves to customers (emphasizing 24/7 service and low prices) and how these same messages inadvertently repel quality technicians seeking intentional boundaries, personal growth, and a sense of purpose. The dialogue makes it clear that authentic growth comes from aligning brand messaging with the lived experience inside the company.

One concept discussed was the importance of operational systems, intentional culture, and self-leadership in attracting and retaining top talent. Tactical tips include transforming the careers page, leveraging employee testimonials, and ensuring your social media reflect real company culture—not just what looks good online. The show also tackles the honest truth around the retention crisis in the trades, connecting leadership blind spots to turnover, and the need for owners to develop both business and people skills.

The discussion wraps with meaningful advice for business owners facing challenges in hiring, managing, and motivating their teams. Whether you're struggling to find experienced electricians, debating apprenticeship programs, or simply trying to bridge the gap between leadership and staff, this episode offers a blend of actionable strategies and soft truths to build a people-first brand. If you want your business to grow with alignment and authentic connection, you'll want to listen to this conversation.

Timestamps and Key Topics

00:01 Introduction to the episode, guest background, and overview of challenges in the trades 02:11 Ryan's personal story, family business, and what inspired his work in the trades 04:10 Industry-wide marketing problems and how they impact both recruiting and customer acquisition 06:13 Case study: How marketing to technicians brings in better hires and better customers 08:05 Transforming your website and social media to highlight team culture and employee experience 10:38 Culture over clickbait—why authenticity in branding and recruiting matters 11:45 Leadership skills, owner mindset, and the real roots of the retention problem 13:27 Assessments, self-awareness, and bridging the leadership-employee gap 18:03 Using reviews and operational systems to set clear expectations and enhance communication 25:22 The honest state of hiring in the trades: apprenticeship programs, competition, and long term solutions Connect with Ryan Englin: Linked In: linkedin.com/in/ryanenglin Website: https://ryanenglin.com/ Connect with Core Matters: Facebook: https://www.facebook.com/thecorematters Instragam: https://www.instagram.com/thecorematters/ Linked In: https://www.linkedin.com/company/corematters/ Youtube: https://www.youtube.com/@corefithiring X: https://x.com/coremattersWebsite: https://corematters.com/Email: [email protected]Contact number: +16292690021

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 Tiffany Mitchell, co-founder and owner of Half Moon Plumbing and Electric, to unravel the story behind the company's explosive growth and the branding that set it apart in the Tulsa, Oklahoma market. The conversation opens with a playful but powerful moment about shoes—how even the smallest choices, like footwear, can reinforce personal branding and spark meaningful connections in business. They dive into the founder story of Sarah Blakely and how her approach to branding and comfort in product design translates into a marketing lesson about authenticity and founder-driven narrative.

The episode then takes listeners through the evolution of Half Moon Plumbing, starting from organic growth rooted in intentional boundaries and a strong internal culture. Tiffany shares how a pivotal mindset shift and a desire to support the ambitions of their team members led them to set bold revenue goals and invest in strategies beyond the usual word-of-mouth and repeat customer cycles. The journey from three million to over eleven million dollars in revenue within three years wasn't accidental—it was a direct result of being intentional with marketing, putting strategy before tactics, and recognizing the growth points that come from challenge and change.

Tiffany takes us into the tactical side of growth, acknowledging the messy middle—the scars that come from learning quickly and the need to align operational improvements with bold, creative marketing moves. She walks through their decision to invest in mass media, layering in billboards and radio campaigns, and shares why branding through mass media was essential to entering new markets and building trust at scale. The discussion also explores the unique collaboration with a well-respected local meteorologist turned influencer, underscoring the power of authentic partnerships and community-rooted brand awareness rather than strict lead generation tactics.

Community involvement is highlighted as a core part of Half Moon's approach, blending business growth with giving back. Tiffany describes initiatives like supporting local art events, sponsoring inclusive organizations, and leveraging creative billboard campaigns that use familiar moon phrases instead of personal photos—making the brand relatable and memorable. The episode closes on actionable advice: growth happens through strategy, intentional planning, and ongoing iteration. Tiffany emphasizes the importance of believing in the value you bring, serving customers well, and never giving up on adding value through both creative and foundational marketing practices.

Timestamps:

00:01 Starting with intentional branding: shoes and storytelling 00:14 The founder journey of Half Moon Plumbing and Electric 04:31 The mindset shift: moving from organic to intentional growth 06:36 Strategic decisions that fueled revenue growth (3M to 11M) 08:17 Investing in mass media: the why and how of local billboards and radio 11:04 Collaborating with a local meteorologist for influencer marketing 13:36 Community engagement and creative billboard campaigns 16:12 Supporting local organizations and connecting with the community 18:52 Measuring brand awareness impact and tracking results 22:41 Going back to your customer list: follow-ups and serving well Connect with Tiffany Mitchell: Linked In: https://www.linkedin.com/in/tiffany-mitchell-9a8960348/ Connect with Half Moon Plumbing and Electric: Facebook: https://www.facebook.com/halfmoonplumbing Instragam: https://www.instagram.com/halfmoonplumbingtulsa Linked In: https://www.linkedin.com/company/half-moon-plumbing/ Youtube: https://www.youtube.com/@HalfMoonPlumbing Website: https://halfmoonplumbing.com/Contact Numer: +19186917157

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 Cory Hutcherson to unpack the often-overlooked growth potential found in your contact center. The conversation focused on Cory's unique background in the trades—shaped by growing up around his father, a transformative figure in the HVAC industry, and learning the ropes of authentic customer experience from an early age. Cory shares how witnessing both the pitfalls and successes of call centers inspired his mission to transform inbound customer experiences for contractors large and small.

A key theme that emerged was the shift from thinking of these teams as simple "call centers" to the broader, more modern format of "contact centers." The discussion explored why the customer journey now spans far beyond the phone, including channels like web forms, web chat, and instant quotes. Cory emphasizes that every touchpoint, from how quickly a phone is answered to the tone and empathy of the representative, impacts not only brand perception but also revenue. One concept discussed was the "three-legged stool" for business health: ensuring a win for the employee, the customer, and the company in every process or script applied to the contact center.

Cory identified the top three mistakes leaking revenue for service companies: delayed speed to lead, poor call classifications muddying data and tracking, and lack of empathy or value-building during customer calls. He underscores that while technology and systems are important, real differentiation happens through intentional boundaries, thoughtful leadership, and giving customer service reps a clear sense of "why." Incentives, consistent coaching, and recognizing wins (like effective cross-selling or setting the right expectations) are essential for authentic growth in any service business.

Listeners will walk away with tactical insights into measuring and improving speed of answer, understanding abandoned calls, implementing quality assurance processes, and incentivizing meaningful behaviors among customer service teams. The episode closes with actionable recommendations on how to self-assess your company's first impression, why secret shopping is a game changer, and how small tweaks in customer experience can unlock sustainable business growth.

00:01 Introduction and Cory's background in the trades 00:05 The early influence of industry legend Jim Abrams 00:13 Building, managing, and transforming call centers at scale 00:15 Top mistakes in booking jobs—speed to lead, abandoned calls, and call classifications 00:22 The impact of people: hiring, attitude, and process in the contact center 00:24 Call flows, scripting, and the importance of teaching the "why" 00:26 Building the three-legged stool: company, customer, and employee alignment 00:29 Incentivizing behaviors and meaningful quality assurance for CSRs 00:32 The most common issue revealed by secret shopping: lack of empathy 00:34 The value of third-party audits and how small changes drive revenue growth Connect with Sock Knockers Facebook: https://www.facebook.com/sockknockertraining Instragam: https://www.instagram.com/sock_knocker/ Youtube: https://www.youtube.com/channel/UC-ZGDKLTmbT_V54Yf8KiV1Q LinkedIn: https://www.linkedin.com/company/sock-knocker/ Website: https://socksgone.com/Website: springaudit.socksgone.comBooking Link: https://calendly.com/cory-socksgone/intro-call

Connect with Cory Hutcherson Facebook: https://www.facebook.com/coryjameshutcherson LinkedIn: https://www.linkedin.com/in/cory-hutcherson-3a6b2019/ Email: [email protected] Contact number: 386 569 4842

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 Sharissa Martinez of Mr. Sparky San Antonio to talk about the real journey of growth inside a family-owned trades business. The conversation focused on what it means to evolve from new construction electrical work to a residential service operation, and how that shift created opportunities for the next generation. Sharissa shares how stepping into the business at 19 turned from a temporary stepping stone into a decades-long passion for building and leading high-performing teams.

A key theme that emerged was the importance of intentional boundaries and the discipline required to sustain both business and personal growth. The discussion explored how leading a team in the trades is more than just processes and systems—it's also about empathy, adaptability, and resilience. Sharissa walks listeners through her transformation from employee to leader, learning to communicate across family dynamics and multiple leadership personalities. Growing up in the business presented unique challenges, but also gave her insights into team psychology and the mental side of leadership.

The episode also dives into the nuances of company culture and the mental clarity it takes to run a high-standard operation in a fast-paced industry. Several points were raised, including how personal discipline, mentorship, core values, and a people-first mindset have become the backbone of Mr. Sparky San Antonio's growth. Rather than only chasing new leads, Sharissa explains the renewed focus on repeat customers, referrals, and the power of membership programs to boost retention and profitability. She highlights the hard-won lessons of scaling too quickly without alignment, and the value of pausing to reset mission, vision, and core behaviors as the team grows.

The conversation wraps with Sharissa's take on the key to growth: stay focused on the big picture, empower your leadership team, and keep your whole organization aligned with a shared mission. For business owners in the messy middle of scaling, her story is a reminder that authentic leadership is rooted in discipline, humility, and the willingness to evolve.

Timestamps and Key Topics: 00:01 Sharissa's family business journey and her evolving role at Mr. Sparky San Antonio 03:08 Transitioning from new construction to residential services and engaging the next generation 05:00 Navigating early career uncertainty, family business challenges, and moving for military life 06:31 Returning to college and discovering a passion for organizational leadership 08:27 Trial and error in learning to lead and the mental side of team growth 10:27 Integrating leadership with family dynamics and building a strong in-house culture 13:13 The importance of diverse perspectives on a leadership team 15:33 How personal discipline, self-care, and mentorship create sustainable business performance 21:24 Building a culture of accountability, wellness, and lifestyle—not just rules 24:18 Lessons from rapid scaling, misalignment, and rebuilding around core values Connect with Sharissa Martinez: Facebook: https://www.facebook.com/shari.marieee/ Instragam: https://www.instagram.com/shari_mariee Connect with Mister Sparky: Facebook: https://www.facebook.com/MisterSparkySanAntonio/ Instragam: https://www.instagram.com/mistersparky_sa/ X: https://x.com/mistersparky_saYoutube: https://www.youtube.com/channel/UC11s714r8X6WPUY5Tdkk-OQ Website: https://www.mistersparky.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 author and leadership advisor David Mead for an honest, insightful conversation about building sustainable business growth far beyond traditional marketing tactics. They dig into the messy middle of entrepreneurship, highlighting the real moments of struggle and alignment that ultimately shape a company's brand and results.

The conversation focused on the idea that marketing isn't just what you say or post—it's woven into every experience your customers and employees have with your business. One concept discussed was how alignment between what you promise and what you deliver, both externally and internally, can make or break trust. Several points were raised, including how often a disconnect between stated values and lived behaviors inside an organization can quickly erode company culture and lead to turnover, poor reviews, and lackluster team engagement.

A key theme that emerged was the "human element of leadership." The discussion explored why trust, human connection, and psychological safety aren't fluff—they're the bedrock of innovation, productivity, retention, and genuinely strong teams. David shares practical tips and mindset shifts for leaders, especially those in service-based businesses and the trades, encouraging listeners to show up differently, not simply do more. From creating intentional boundaries to being honest and humble about both strengths and weaknesses, the episode lays out how personal growth directly fuels business growth.

Listeners will also hear actionable strategies for small teams juggling multiple roles—how a simple shift in awareness or a habit trigger can start changing culture, even when daily demands feel overwhelming. The episode wraps with thoughts on measuring culture change, the role of vulnerability in leadership, and why growing your people is the true key to growing your bottom line. David also previews his book, Lead with Uncommon Sense, packed with field-tested, tactical ideas for developing honest, human-centered leadership.

Time Stamps and Key Topics

00:02 Marketing is everything customers and employees experience, not just ads or posts 04:12 What happens when there's a disconnect between what you market and what you deliver 05:27 The impact of internal misalignment on employee trust and customer service 06:09 Core values: bringing them to life at work and outside of work 09:08 Trust, human connection, and psychological safety as foundational to sustainable business growth 10:34 Recognizing whether your company needs to improve these cultural fundamentals 13:09 Why hearing complaints may signal deeper issues to uncover, not just "difficult people" 15:04 Balancing high accountability with true human connection—why it's not just about being "nice" 18:19 Building habits of positive reinforcement and daily awareness, even for fast-paced owners 21:02 Honesty, humility, and humanity: the three personal traits that create organizational trust

Connect with David Mead LinkedIn: https://www.linkedin.com/in/davidjmead/ Website: https://davidjmead.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 Marc de Schweinitz, the CMO at A Plus Garage Doors, for an inside look at marketing in the home services industry. Marc shares his journey from working in advertising at Google to leading marketing efforts at one of the largest woman-led garage door companies in the US. Together, they dive into what it really takes to grow a service-based business, blending creative storytelling, branding, and a data-driven mindset.

Jen and Marc discuss why relying solely on Google isn't sustainable and the importance of diversifying marketing channels. Marc reveals how he expanded A Plus Garage Doors' reach beyond organic search and pay-per-click ads into branding with TV, billboards, radio, and community sponsorships. He underscores the need for creative campaigns that are memorable and tailored to real-life customer pain points, rather than just following industry templates.

Marc offers a behind-the-scenes look at the process of creating attention-grabbing ads, including the company's standout Halloween campaign that blended humor, emotion, and AI-powered production. He emphasizes that even with powerful tools like AI, original ideas and a deep understanding of the target audience are irreplaceable. The conversation gets honest about the emotional side of entrepreneurship—how authentic growth comes from experimenting, taking creative risks, and learning from both wins and setbacks.

The episode wraps up with practical advice for marketers and business owners: measure what matters, from branded search volume to direct traffic, but don't underestimate the impact of human connection and service quality. Marc also shares lessons on making marketing investments in new markets, the value of intentional boundaries, and why your business can only grow as fast as your systems, team culture, and customer experience allow.

Timestamps: 00:02 Meet Marc de Schweinitz and his marketing background 03:55 The state of A Plus Garage Doors' marketing before and after Marc's arrival 05:49 Why you can't put all your eggs in the Google basket—and how to diversify 07:10 The surprising power of creative in ad campaigns and conversions 08:24 How focusing on customer pain points led to a standout Halloween campaign 11:16 The realities of using AI in ad creation and the human factor behind breakthrough ideas 17:18 What marketing channels are driving ROI for A Plus Garage Doors right now 20:42 Entering a new market: strategies, lessons, and creative approaches 23:29 Making data-driven decisions—when to pivot and when to double down 26:46 Moving up the funnel: Top and middle-of-funnel marketing channels that work Coupons, if anyone needs their garage door fixed in Utah or Nevada https://utahgaragedoors.net/coupons/ Connect with A Plus Garage Doors Facebook: https://www.facebook.com/aplusgd Instragam: https://www.instagram.com/aplusgaragedoors Youtube: https://www.youtube.com/@aplusgd LinkedIn: https://www.linkedin.com/company/aplusgaragedoors/ Website: https://aplusgaragedoor.com/ Connect with Marc De Schweinitz LinkedIn: https://www.linkedin.com/in/deschweinitz Email: [email protected]Contact number: 17348648032

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/