The Kee To Growth

In this episode of the Kee To Growth Podcast, host Jen McKee sits down with CJ Todd, founder and CEO of Kreadiv—a company focused on bridging the trust gap between vendors, contractors, and their audiences within the home services industry. Jen kicks off the conversation exploring the origin of the company's name, which is the phonetic spelling of "creative" and designed to stand out in a crowded SEO landscape. They unpack how attention and trust are the essential pillars of a successful marketing strategy, especially in an industry where transparency can often be lacking.

CJ shares the story of his transition from his previous work at EGIA—where he managed everything from online learning and government campaigns to non-profit outreach and brand development—to launching his own company. He dives into how Kreadiv's signature offer began: a turnkey, white-label webinar solution that helps other vendors elevate their educational marketing and generate leads. Jen and CJ highlight the real-life impact of webinars, emphasizing their role in building a marketing ecosystem for both B2B and B2C businesses, and how even home service contractors could adapt educational webinars as a way to reach more customers.

The conversation then shifts to the evolving digital landscape, particularly the growing influence of AI and answer engine optimization (AEO). CJ explains the increasing importance of AI trust signals—factors that determine whether large language models like ChatGPT, Google AI Overview, and Perplexity recommend a contractor to homeowners searching for services online. They discuss actionable steps contractors can take today to improve their digital trustworthiness, such as auditing and maintaining consistency in business names, addresses, and phone numbers across directories, websites, and social media accounts. CJ also touches on the value and challenge of offering pricing transparency on websites, and how doing so early can establish a powerful first-mover advantage in AI-driven search results.

Throughout the episode, Jen and CJ keep the advice real and relevant, focusing on turning the often messy, technical reality of marketing and branding into practical, human-centered strategies. From sharing the emotional journey of starting something new, to geeking out over the specifics of building trust online, this conversation is a blend of tactical tips and big-picture encouragement for any business owner striving for sustainable growth in today's digital-first environment.

Timestamps & Topics

00:00 Welcome, intro to the episode, and background on CJ Todd 02:01 The story behind the Kreadiv brand and its unique phonetic spelling 03:36 CJ's background with EGIA and transition to entrepreneurship 06:03 How the white-label webinar strategy was developed and why it matters 09:06 Building a marketing ecosystem: webinars and other top-of-funnel activities for contractors 11:03 The core marketing philosophy: attention, trust, and building educational content 14:01 Brainstorming ways contractors could use webinars to reach new audiences 17:22 Repurposing webinar content for ongoing value and integrating it into your marketing 17:43 The leap from webinars to AI and answer engine optimization for trades businesses 20:15 How AI trust signals and digital reputation affect who gets recommended in search 28:23 Practical steps contractors can take to improve their AI trust signals and online consistency

Connect with CJ Todd Facebook: https://www.facebook.com/cj.todd1 Instragam: https://www.instagram.com/cjtodd22/ LinkedIn: https://www.linkedin.com/in/cjtodd1/ Email: [email protected] Connect with Kreadiv Website: https://kreadiv.io/Facebook: https://www.facebook.com/kreadiv79/ Instagram: https://www.instagram.com/kreadiv79/ TikTok: https://www.tiktok.com/@kreadiv79 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 service industry leader and sales expert Andy Hobaica for a lively, real-world conversation on sustainable business development in the trades. Andy, a third-generation member of his family's company, shares insights from a lifetime in HVAC and home services, opening up about the evolution from repair-focused operations to the sales-driven growth strategies that define modern service businesses. Listeners will get a window into the "messy middle" of entrepreneurship—where long-time values meet the need for intentional boundaries and real marketing results.

Jen and Andy dive deep into how authentic relationships and a customer-first mindset are crucial for service-based businesses. Andy stresses the importance of personal connection in sales, shifting the team's mindset from high-pressure tactics to becoming trusted advisors. Through engaging stories and tactical examples, he unpacks how systems like structured roleplay, peer-led training, and easy referral programs build both confidence and results within teams. Andy's coaching style blends hard skills with genuine intent, showing how a business truly grows at the speed of its healing—internally and in the community.

A big focus is placed on the often-overlooked power of working your current customer base. Andy provides actionable strategies for generating consistent leads, from multichannel marketing to neighborhood door-knocking, and explains why most service companies leave money on the table by not fully engaging their existing clients or leveraging referrals. The conversation returns again and again to human behavior—why business owners get in their own heads, why employees resist sales, and how small mindset shifts can unlock both profit and purpose.

The episode wraps up with Andy's inspiring commitment to giving back through his nonprofit, One Bag at a Time, and his practical challenge for listeners to make community service part of their daily lives. For anyone in the trades ready to get honest about the challenges, re-frame their approach to marketing and sales, and lead with authenticity, this is a can't-miss conversation.

Timestamps & Topics: 00:00 Intro, show overview, and host background 01:14 Andy's story and family business legacy in HVAC 04:45 The evolution from repairs to a sales process in home services 08:02 Biggest challenges for small companies: marketing confusion and lack of sales process 11:55 Building trust in sales and re-framing the advisor role 13:04 Team training: Role play, incentives, and recruiting for values over skills 16:08 CSR (customer service team) training and the importance of 1% improvement 17:16 Generating consistent leads, working your current customer base, and referrals 20:43 Effective referral and review programs for service businesses 24:08 Multi-touch marketing tactics: mailers, social ads, door hangers, and community outreach 30:45 One Bag at a Time: Giving back, leading with purpose, and doing good deeds daily Connect with Andy Hobaica Facebook: https://www.facebook.com/andy.hobaica Instragam: https://www.instagram.com/andyhobaica/ LinkedIn: https://www.linkedin.com/in/andy-hobaica-093b5a85/ Connect with Hobaica Services Website: https://www.hobaica.com/Facebook: https://www.facebook.com/hobaicaservices Instagram: https://www.instagram.com/hobaica_services/?hl=en LinkedIn: https://www.linkedin.com/company/hobaica-services/about/ Contact Number: 602-633-9555

Connect with One Bag At A Time Facebook: https://www.facebook.com/HomelessGrabBag Instragam: https://www.instagram.com/onebagatatimeaz Website: https://onebagatatime.org/ 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 Marko Sipila, founder of HVAC Quote AI, to unpack how online pricing tools are changing the game for contractors who want to stay relevant in today's Google and AI-driven landscape. Together, they dig into the deep shift happening as search engines like Google and AI assistants like Gemini increasingly prioritize direct answers to user questions—especially around "how much will it cost?"—and how business owners can thrive by embracing transparency.

Marko explains why contractors' hesitation to put pricing online often stands in their own way, sharing compelling data that businesses who publish their prices actually attract higher-quality, more qualified leads. He shares his journey from the epoxy and concrete coating industry to creating HVAC Quote AI, and describes how critical it is for software solutions to be easy to implement, easy to use, and designed to give business owners clear, actionable value.

Jen and Marko explore how Google's evolving model now crawls contractor websites (and even calls businesses using AI!) to gather pricing info directly, often bypassing traditional web traffic. They cover the importance of domain rating, strategies for using online quote tools in digital ads and remarketing, and why following up quickly and effectively with leads is still an unshakable edge—especially for those running Facebook ads and nurturing every prospect from unaware to ready to buy.

The episode dives into the messy middle of entrepreneurship too, discussing intentional boundaries, common mistakes in Facebook ad strategy, and what it truly means to leverage human behavior in marketing. Jen and Marko emphasize authentic connection and adapting to change—rather than resisting it—as the real keys to sustainable growth in the trades and service-based industries.

Timestamps

00:14 Introduction and episode overview 01:19 Marko's background and why he founded HVAC Quote AI 02:27 The real reason contractors hesitate to share pricing online 03:27 How the tool makes online pricing easy for contractors to implement 05:16 How Google and AI models crawl pricing data and what that means for rankings 07:36 The growing importance of transparent pricing for AI search and domain rating explained 11:35 The most successful ways contractors use online quote tools and advertising 13:17 Facebook ads mistakes, optimizing for the right objective, and tracking conversions 15:08 Email marketing, remarketing, and cross-channel strategies with quote tools 21:33 The critical role of follow up speed and processing Facebook vs. Google leads 27:25 Making buying easy for modern customers who don't want to call

Connect with Marko Sipila Website: https://markosipila.com/Facebook: https://www.facebook.com/markosipila12 Instragam: https://www.instagram.com/markosipila1 LinkedIn: https://www.linkedin.com/in/marko-sipila Connect with HVAC Quote Website: https://hvacquote.ai/Booking Link: https://hvacquote.ai/see-demo/ Facebook: https://www.facebook.com/profile.php?id=61573152007964 Instagram: https://www.instagram.com/hvacquote/ LinkedIn: https://www.linkedin.com/company/hvac-quote/ Email: [email protected] Contact Number: 16024191454 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 Everett Lippel, a seasoned HVAC industry leader, content creator, and podcast host. Jen and Everett dig into what's really working right now for home service businesses amid a shifting marketing landscape and increased competition from larger private equity groups. Everett brings seventeen years of hands-on experience as a top-producing sales rep and leader, sharing stories from both large and small company operations. He opens up about what sets successful companies apart and how being deeply present in your community unlocks authentic growth.

Everett and Jen discuss the tired tactics that are no longer bringing leads through the door, and why simply "being present" with your team, customers, and your local area is outperforming even the best digital hacks. Everett shares his journey from running a $25-30 million operation to becoming a trusted consultant and trainer, brought in by word of mouth for sales and communication training across the United States. They address the real struggle of standing out against big-money competitors, and why human connection—not just more sophisticated marketing—is key to driving loyalty.

The conversation turns tactical as they unpack how to bridge marketing and sales. Everett explains the "be their guy" mindset that top performers use to maximize every at-bat, regardless of market conditions. He offers practical advice on building intentional boundaries, slowing down to truly listen to customers, and creating rapport that results in higher conversion rates. Jen chimes in on how social media and personal branding can powerfully foster trust—even before your tech walks through the door—and why it's crucial to get your whole team's buy-in for community engagement.

From leveraging social media to revive legacy brands, to reusing old content for better reach, to organizing lead tracking with simple spreadsheets, this episode is brimming with actionable insights for anyone in home services marketing, branding, or leadership. They also explore the increasing role of AI, both in streamlining tasks and in building virtual brand voices, while never losing sight of the need for human connection at every stage of the business. Whether you're a business owner, team leader, or marketing strategist, you'll find honest discussion about the wins, losses, and simple truths behind sustainable business growth.

Timestamps & Key Topics

00:00 Introduction: Meet Everett Lippel, podcast host & industry veteran 02:12 Background: Everett's journey in the trades, sales, and operations 04:32 What's working now: Staying present & grassroots, local brand-building 07:18 Repurposing content and boosting engagement with evergreen stories 08:56 Maximizing every customer touch: "Be their guy" in every home 11:39 Social media as a tool for trust and team buy-in, fighting $ competition 13:16 Behind-the-scenes content, video strategies, and pricing conversations 17:07 Training techs for human connection and high-converting service calls 25:22 Bridging marketing and sales: Pinpointing lead vs. sales problems 30:10 Metrics that matter: Revenue per call, solving the right problems

Connect with Everett Lippel Linked In: https://www.linkedin.com/in/everett-lippel-895585105/ Facebook: https://www.facebook.com/Everett22/ Website: https://everettlippel.com/

Connect with So I Was In This House Facebook: https://www.facebook.com/soiwasinthishouse Instagram: https://www.instagram.com/soiwasinthishouse/ TikTok: https://www.tiktok.com/@soiwasinthishousepodcast Youtube: https://www.youtube.com/@soiwasinthishouse Spotify: So I was In This House Podcast: Service and Sales Tales Apple Podcast: So I was In This House Podcast: Service and Sales Tales

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 Bill Rossell, CEO of LB Capital and the Build It to Sell It movement. Bill shares his journey from a seasoned digital marketer to leading multiple roofing companies across the nation, offering a unique perspective on what it takes to build, scale, and ultimately sell (or simply strengthen) a trades business. The conversation cuts through the surface talk often seen in the industry, getting candid about sustainable business development and the mindsets needed for lasting growth.

Jen and Bill discuss the interplay of marketing, branding, self-leadership, and intentional boundaries. Bill explains the importance of thinking beyond just selling services—whether you plan to sell your company or not, building a business that's truly healthy and attractive comes down to running profitable P&Ls, consistently driving revenue, and, most importantly, cultivating a winning culture. Drawing from LB Capital's experience growing companies to over $125 million in just three years, Bill offers listeners both strategy and a dose of vulnerability around the real-life messiness of scaling in the trades.

A major focus is on the relationship between trades companies and their marketing partners. Bill and Jen stress that marketing is not a "set it and forget it" function—successful partnerships require mutual investment, clear communication, and systems that enable both sides to thrive. Bill cautions against the blame game and champions a collaborative approach, pointing to real-world examples when agency-client dynamics fall short and how to recalibrate for results.

Listeners are given a behind-the-scenes look at the tactical choices LB Capital makes for their portfolio of companies. Bill shares why lead aggregators (such as Angie and Thumbtack) are invaluable for early-stage and growing businesses—even though they're often overlooked. He walks through the stepwise approach to scaling up marketing investments, the true ROI of rebrands and branding work, and how AI and automation are leveraged without losing the human touch. As always, the episode connects systems and numbers back to the human aspects: gratitude, people, and the ever-present challenge of aligning business growth with personal values.

Timestamped Topics 00:00 Introduction to the podcast and Bill's background 02:09 The real goals for business owners: profitability, year-over-year growth, and culture 04:42 Bill's marketing roots and transition from agency work to running trades companies 06:33 The power of abundance mindset and generosity in the trades 09:00 What makes a marketing partnership successful (and where breakdowns occur) 13:01 Building healthy P&Ls and the difference between driving profit and driving revenue 14:25 How LB Capital builds a playbook for new acquisitions and scales revenue strategically 17:34 The value of a strong brand, rebranding strategies, and building consumer trust 20:25 Why fixing mistakes and protecting your reputation matters more than short-term cost 21:12 Leveraging lead aggregators and optimizing speed-to-lead for explosive ROI 26:14 Marketing spend, attribution, and incentivizing teams for impactful customer content

Connect with Bill Rossell Linked In:https://www.linkedin.com/in/billrossell/ Facebook: https://www.facebook.com/bill.rossell.3 Phone Number: 610-955-2991

Connect with Built It To Sell It Facebook: https://www.facebook.com/buildittosellit Instagram: https://www.instagram.com/BuildIt2SellIt/ TikTok: https://www.tiktok.com/@buildittosellit Youtube: https://www.youtube.com/@buildittosellit Linked In: https://www.linkedin.com/company/lb-capital-llc/ Website: https://www.buildittosellit.com/ Contact Number: (215)-515-7951

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 Jarod Smith, founder of Clogbusters Drain Cleaning Repair in Des Moines, Iowa. Jarod shares his unconventional journey from launching his first plumbing company at just 18, to completely shifting his business model and culture within the drain cleaning industry. Listeners get an inside look at how he challenged industry norms, built a business focused on value, and created opportunities for both personal and business growth.

Jarod dives into the cultural divides that exist between plumbers and drain cleaners and details how he set out to change perceptions, elevate expectations, and reward employees who show up and win every day. He explains the unique approach Clogbusters has taken to recruiting and training, including the development of their own drain cleaning academy—the only program of its kind in the United States—that directly feeds his business's growth. Jarod highlights the significance of intentional boundaries, building an authentic brand, and fostering an ownership mentality among his team.

The discussion also unpacks the marketing tactics that fuel Clogbusters' rapid expansion, from bold billboard experiments to mastering the fundamentals like PPC, LSA, and referrals. Jen and Jarod dig into the balance between systems, branding, and the human side of selling and servicing, emphasizing the power of referral networks and strategic partnerships. They explore the technical versus relational aspects of service, the importance of customer experience, and the emotional resilience required as an entrepreneur in the trades.

Throughout the episode, Jarod's candid storytelling and willingness to share both his strategies and setbacks remind listeners that sustainable business growth isn't about overnight wins—it's about alignment, the messy middle, and an unwavering commitment to doing things differently. Whether you're trying to break through a revenue plateau or reimagine what's possible in your market, there's practical advice here for leaders ready to rethink what it means to scale a service-based business.

Timestamps for this episode:

00:01 Introduction to Jarod Smith and his unique entry into the trades 02:00 Building Clogbusters: Transitioning from plumbing to drain cleaning 05:05 How intentional branding and a drain cleaning academy sparked explosive growth 08:21 Recruiting, training, and culture: Creating your own talent pipeline 10:42 The value of customer experience and why tech skills aren't enough 13:12 Overcoming old industry mindsets and building value-based pricing 16:14 Sales structure, service experience, and training technicians in sales 17:37 Lead sources, the power of referrals, and marketing ROI discussion 19:37 Optimizing conversion rates: From phone call to booked job 22:14 Breaking past revenue plateaus and designing systems for sustainable, scalable growth Connect with Jarod Smith: Contact Number: 515-984-2564, 515-202-0955 Instagram: https://www.instagram.com/clogbustersdraincleaning/ Youtube: Clog Busters Drain Cleaning and Repair Website: clogbusters.coEmail: [email protected] | [email protected]

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 Paul Olsen, chief innovator at So Good Team and a seasoned entrepreneur in the trades. Paul shares his journey from plumbing apprentice and pump truck driver to CEO of multimillion-dollar companies, and how his transition from Koala Cooling led to the birth of So Good Team. The conversation digs into the evolution of marketing for local home service businesses, the move from Google Maps optimization to AI-powered strategies, and the challenges and opportunities that come with staying agile as platforms change.

Paul and Jen discuss why niching down in marketing services can be more manageable than the many moving parts of running a home service company. They talk about the importance of intentional boundaries and authentic growth, noting that every company—regardless of industry—is fundamentally a marketing and sales organization offering a unique service. Paul details how So Good Team leveraged a proprietary system for Google Business Profile posts, adapting as Google's AI Gemini changed the landscape for local search. Their focus shifted from traditional PPC, LSA, and SEO to Google Maps and AI optimization, resulting in substantial growth even during down years for the industry.

The episode provides tactical advice for contractors looking to improve their online visibility with Google AI overview searches. Paul breaks down the new game: AI pulls answers from YouTube and Reddit first, making educational video content and interactive Reddit participation essential. He outlines steps for leveraging FAQs and blogs, discussing the critical role of local relevance and linking strategies that connect Reddit conversations to a business's website. Jen and Paul emphasize the value of creating content that answers real consumer questions, especially around pricing, transparency, and what makes your business unique in its market.

Throughout the conversation, Paul shares soft truths about self-leadership, imposter syndrome, and burnout—framing pain points as growth points—and highlights the power of knowing your numbers, holding yourself accountable, and building systems that keep your business healthy amid constant change. The episode closes with actionable suggestions and genuine insights for listeners navigating the messy middle of entrepreneurship in the trades, and why connection matters more than quick wins.

Timestamps: 00:00 - Welcome & Introduction: Jen sets the stage for actionable marketing insights 01:23 - Paul Olsen's Background: From trades to CEO and chief innovator 02:10 - The Koala Cooling Story & Transition to So Good Team 05:31 - Google Maps Optimization & Proprietary System Explained 06:13 - Dropping PPC/LSA & Growth with Google Maps Marketing 09:02 - Every Company as a Marketing Company: Why lead generation is essential 11:13 - Lessons from the trenches: Scaling service businesses, leadership, and accountability 12:16 - Google's Gemini Update & AI Shifts in Search Strategy 14:21 - YouTube, Blogs, FAQs, and Reddit: Tactics for AI Search Optimization 22:16 - Local Relevance in Content: Linking blog content and Reddit answers 27:27 - Google Business Profile: Algorithm, posting strategies, and photo relevance 30:22 - Departmentalizing GBP for Multi-Service Businesses 32:20 - Google's Shift to AI Overview & Commerce Platform Trends Connect with Paul Olsen / SO Good:

Paul Olsen Facebook: https://www.facebook.com/mustangv8302 Instagram: https://www.instagram.com/paul_olsen SO Good Facebook: https://www.facebook.com/teamsogood/ LinkedIn: https://www.linkedin.com/company/teamsogood/ Instagram: https://www.instagram.com/teamsogood_/ Youtube: https://www.youtube.com/@sogoodteam Tiktok: https://www.tiktok.com/@teamsogood_ Website: https://sogoodteam.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 Roslyn Fitzgibbons—co-founder of Eco Plumbers and founder of Bring Your Moxie—to talk about the power of community for leaders in the trades and the critical balance between business systems and people-first growth. The conversation begins with Roslyn's journey from being heads-down in operations for nearly two decades to intentionally seeking out new connections. Roslyn shares the pivotal moment she decided to build her own Personal Board of Directors (peabod group), emphasizing that true camaraderie and support often begin when you're bold enough to ask for it.

Jen and Roslyn open up about the common loneliness that entrepreneurs and leaders face—especially women in male-dominated industries—and how finding your people can be a game changer. They discuss tactical steps to build authentic community, share personal stories of vulnerability, and highlight how reaching out for support isn't just helpful, it's essential for growth and resilience. Roslyn dives into the mechanics of creating operational and owner-focused groups, showing how targeted peer relationships can spark new perspective and collective encouragement.

The episode then gets granular on the often-missed balance between moxie—the vision, spirit, and drive behind a business—and the "machine," which is the structure and systems that keep an organization running smoothly. Roslyn explains how too much forward motion without process creates burnout and chaos, while over-indexing on structure can stifle creativity and slow momentum. Together, Jen and Roslyn examine real-world examples from marketing strategy to company culture, breaking down how leaders can move quickly and still retain accountability, and why meaningful change comes from consistent, values-driven action, not just big bursts of energy.

Wrapping up, the discussion turns personal as Jen and Roslyn talk about sustainability in business and life. They swap stories about intentional boundaries, staying consistent with fitness, and designing systems to fight decision fatigue—at work and at the gym. Roslyn's key to growth is finding fulfillment by aligning goals with values, building a strong peer community, and balancing the energetic drive with intentional structure. Practical, heartfelt, and relatable, this episode is a must-listen for anyone in the messy middle of building something meaningful.

Timestamps and Topics: 00:01 Community over isolation in leadership: why you need people who understand the journey 02:40 How to intentionally build your own peer group and the impact of a Personal Board of Directors 06:59 Vulnerability and sharing the hard parts—breaking the myth of effortless entrepreneurship 10:44 Roslyn's two decades scaling Eco Plumbers, and the evolution from operations to systems leadership 14:46 The essential balance between moxie (energy/vision) and machine (systems/process) in scaling a business 17:15 What great company culture really requires: balancing celebrations with accountability and growth 21:04 How this moxie-machine framework shows up in marketing strategy and branding for the trades 25:40 Consistency, marketing systems, and why implementation is everything 26:42 Personal systems for sustainable growth: willpower vs. structure, in fitness and business 31:17 Decision fatigue and the power of removing mental roadblocks for leaders Connect with Roslyn Fitzgibbons:

Facebook: https://www.facebook.com/people/Bring-Your-Moxie/61576215902298/# LinkedIn: https://www.linkedin.com/in/roslyn-fitzgibbons-35b724a1/ Instagram: https://www.instagram.com/bringyourmoxie/ Website: https://bringyourmoxie.com/Contact Number: +16143782710

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 Kaela Reedy, founder of Elevated HQ, to talk about the wins and messy challenges of building and simplifying operational systems in the trades. The conversation kicks off with Kaela sharing her move from general manager at Pink Collars to launching Elevated HQ, a consulting firm focused on guiding trades companies toward operational and strategy excellence. Kaela gets real about the need for intentional boundaries and making the shift from owner-dependent chaos to a business that can run and grow with or without you.

Jen and Kaela dig deep into the practical side of 90-day sprints, EOS (Entrepreneurial Operating System), and the balancing act of setting big, even "impossible," goals versus getting lost in to-do list overwhelm. Kaela challenges the idea of small incremental growth, instead encouraging business owners to look at what would truly move the needle if they aimed radically higher—and what systems, cultural changes, and personal growth that actually demands. The pair discuss how both hard and soft skills come into play: from mapping the customer journey and simplifying offers, to overcoming imposter syndrome when transitioning out of daily operations.

The episode also explores the unique aspects of scaling a service-based business in the trades, from upping your marketing playbook to fit new revenue goals to getting real about owner exit planning—whether that means selling, succession, or just carving out a life as more than the business. Kaela shares stories about founders who sell only to realize their identity was wrapped up in the day-to-day, and what it takes to nurture a team and culture that delivers long after you've let go of the reins.

Listeners will find tactical insight and candid stories—no empty buzzwords—about everything from mapping out the customer experience, to tackling owner dependence, to the emotional reality of what happens when you finally get a business that runs without you. If you're craving actionable strategies alongside empathetic truth-telling, this conversation is a must-listen.

Timestamps & Topics

00:00 Welcome to The Kee to Growth Podcast, Jen's intro and conference update 01:42 Meet Kaela Reedy and the mission of Elevated HQ 02:23 Kaela's transition from Pink Collars to strategic operations consulting 03:58 Why Kaela is committed to EOS and the power of 90-day sprints for traction 08:00 Setting "impossible" goals: going from 1 million to 10 million and the filter shift required 10:33 The importance of simple offers and clear customer pathways for service-based businesses 12:20 How scaling in the trades really happens—acquisition, adding new trades, and marketing to your warm audience 16:01 What "simplifying operations" looks like in real life, and why recurring maintenance agreements build value 18:44 The power of understanding your P&L: diagnostics, route optimization, and business clarity 20:05 Owner dependence, letting go, and building a self-sustaining team 25:28 The key to growth: why simplifying and systems are non-negotiable for lasting success Connect with Kaela Reedy Website: www.elevatedhq.com Linked In: https://www.linkedin.com/in/kaela-reedy/

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 Dustin Vetter, the founder of Fast Air Repair, to uncover the real-life journey behind scaling a home service business from the ground up. Recorded live at EPIC in Las Vegas, Jen gets personal with Dustin about his unlikely path into entrepreneurship—learning HVAC in prison, overcoming adversity, and building a company known for both its results and people-first culture. With vulnerability and authenticity, Dustin shares what most leaders keep behind closed doors: the uncertainty, the messy middle, and how intentional alignment—not hustle—drives sustainable growth.

Dustin describes his initial days solo in the field, bootstrapping his business with 7-day work weeks, no-charge service calls, and social media hustle. The conversation dives into how building operational systems and hiring the right team allowed him to shift from survival mode to intentional business development. Dustin's story pulls back the curtain on the mindset required to scale—acknowledging when he needed help, channeling growth points into learning, and embracing the emotional highs and lows of leading a team while staying grounded and genuinely connected to his why.

Marketing and visibility become central themes as Jen and Dustin explore the pivotal role of personal branding, content creation, and investing strategically (even when the numbers felt uncomfortable). Dustin gets tactical about leveraging social media, sharing how a simple rebrand and the power of video content led to recognition far beyond his immediate market—and why empowering customer-facing team members as the face of the brand builds trust faster than any paid ad could. For Dustin, reputation in the community comes down to people over profits and fostering a culture that allows team members to grow into their strengths.

Throughout the episode, Jen keeps the conversation actionable—highlighting the importance of business fundamentals (pricing, automation, process), healthy leadership boundaries, and knowing that the key to growth isn't in a magic bullet or "bro-marketing" language, but in consistently making aligned decisions. The discussion honors the messy middle while proving that anyone—even those whose stories don't fit the glossy LinkedIn narrative—can create a thriving, sustainable business with heart and vision.

Timestamps and Topics: 00:00 Welcome and The Growth Experience Conference announcement 02:04 Dustin Vetter introduction and how Fast Air Repair began 04:20 Dustin's background, learning HVAC in prison, and early struggles 05:05 Bootstrapping: from solo operator to hiring the first team member 06:05 Bringing Jen (his wife) into the business and building the core team 07:12 Social media as a lead source, strategy, and the role of Facebook groups 09:10 The value of brand and rebranding: community recognition story 10:56 Leadership and growth: building a team, shifting from technician to owner 14:11 Continuous learning: business acumen, accounting, and scaling mindset 16:03 Marketing results: Facebook ads, content, and keys to local reputation 18:05 Team culture: soft skills, hiring for personality, and customer experience

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/