The Kee To Growth

In this episode of The Kee to Growth Podcast, Jen McKee sits down with Ruth King—a powerhouse in home services and a true trailblazer for women in HVACR. From her beginnings in the industry in 1987 to co-founding Women in HVACR, Ruth shares the "messy middle" of starting an organization that has grown from awarding a single $1,000 scholarship to distributing $55,000 in scholarships. The conversation explores the importance of creating intentional communities, especially for those forging new paths in male-dominated industries, and how leadership grounded in connection fuels sustainable growth.

The episode moves into the realities of financial management for service-based businesses, with Ruth debunking common myths and advocating for accrual-based accounting as the foundation for profit-first clarity. She explains why most business owners are running their companies "out of a checkbook" and offers tactical advice for moving toward financial alignment. Her insights call out the dangers of using generalized AI tools (like ChatGPT) for financial decisions, underscoring the need for industry-specific solutions to interpret P&L statements meaningfully.

Jen and Ruth don't shy away from the emotional and cultural aspects of growth, covering imposter syndrome and the challenges of communicating value in pricing. They discuss the fine line between offering "loss leaders" and creating sustainable offers that actually serve customers. The conversation keeps it real about using branding, storytelling, and systems to elevate both your numbers and your mindset—with a recurring emphasis that business grows at the speed of your own healing and self-leadership.

Tying it all together, the episode unlocks tactical marketing strategies that go beyond guru lingo. Ruth breaks down the reality behind advertising spends, the importance of open book management, and the balance between time and money as resources shift during the business journey. The episode closes with actionable takeaways: measure what matters, invest wisely (both time and dollars), and above all—consistently do the work, learning from every test along the way.

Episode Topics and Timestamps: 00:00 – Welcome to Kee to Growth and the launch of The Growth Experience conference 02:10 – Ruth King's intro, industry background, and co-founding Women in HVACR 03:35 – Early days of Women in HVACR and why it was needed 07:15 – Why graphs are game-changers for financial clarity 10:26 – Pitfalls of running a business on a cash basis and the importance of accrual accounting 12:11 – How to evaluate your marketing spend and calculate ROI beyond the top line 16:03 – Brand-building spend vs. lead-gen marketing—the "dartboard" dilemma 20:56 – Pricing strategies, profit margins, and when to raise prices intentionally 24:17 – Open book management and culture-building rooted in profit transparency 29:03 – Is there a one-size-fits-all answer for your marketing budget? (Spoiler: No, but you'll get a framework)

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 inspiring episode of The Kee To Growth Podcast, host Jen McKee sits down with Michelle Jeppesen of Sendgym for a practical, down-to-earth conversation on marketing and mindset in the home services industry. Drawing from a decade in the trades, Michelle shares her journey from running a CSR call center to developing hyper-targeted marketing tools for home service pros, unraveling how psychology can transform both customer experience and marketing results. Together, Jen and Michelle explore the emotional highs and lows of entrepreneurship, balance hard marketing tactics with authentic leadership, and address the real ways business owners can build sustainable growth through alignment rather than overnight gimmicks.

Whether you're an owner scaling from $1 million to $10 million or just looking to strengthen your roots, this episode is packed with actionable ways to become "5-mile famous"—Michelle's approach for saturating your ideal local market and being unforgettable in your community. They highlight strategies from geofencing and hyper-targeted direct mail to social media branding, and connect every tactic back to real human behavior (hello, brain calories). You'll hear how consistency in marketing—texting, postcards, yard signs, and even thoughtful gifts—builds trust, fosters repeat business, and aligns your brand with what consumers actually need.

The conversation takes a deeper dive into remarketing, explaining the difference between lead issues and sales issues, and how testing your offers is key to aligned growth. From best practices for digital ads and postcard ROI, to creative touches like lumpy mail and ringless voicemail, Michelle and Jen demystify how service businesses can stay relevant during longer buying cycles and build lasting relationships rather than quick wins. They also touch on the mental and emotional sides of entrepreneurship—how posting about your business on social media isn't "being annoying," it's fulfilling your responsibility as a business owner to be seen, trusted, and remembered.

Jen wraps the episode by asking Michelle her signature question: What's the key to growth? Michelle's answer—consistent saturation—ties back to the foundation of branding, marketing, and nurturing both leads and customers. If you want to unlock the secrets behind operational efficiency, profit-first clarity, healthy intentional boundaries, and leveraging AI tools for modern marketing visibility, this conversation is a must-listen. You'll walk away with practical ideas, mindset shifts, and the encouragement to keep showing up authentically for yourself and your audience.

Time stamps and topics discussed: 00:00 Welcome and introduction to The Kee To Growth Podcast and upcoming San Antonio event 02:30 Michelle Jeppesen's story in home services and transition from CSR training to marketing 04:45 The psychology behind customer service and how business is rooted in understanding why people buy 05:50 Sendgym marketing techniques: geofencing, hyper-targeting, and glitter marketing versus focused lead generation 06:44 What it means to become "5-mile famous" and best practices for neighborhood saturation 07:55 Practical ways to market locally: digital ads, yard signs, branded trucks, and automated postcards 08:35 ROI and lifespan of postcards, studies on touchpoints, and real-world results from neighbor mailings 12:45 Marketing trends: why consumers require more touchpoints and how the buying cycle is becoming longer 12:46 Remarketing and texting as powerful tools for nurturing leads and customers 14:26 Automating follow-up, leveraging broadcast texts, and the speed-to-lead culture 20:03 Lessons from millions of postcards: why the offer matters most, dollar-off vs. percentage-off, and creative A/B testing 24:18 Making offers clear, the importance of testing, and adapting creative for digital and print platforms 24:33 Ringless voicemail and lumpy mail—using gifts and thoughtful gestures to nurture leads and create loyalty 27:23 Identifying lead versus sales issues, mindset of constant marketing testing, and why personal branding truly matters 27:35 Michelle's key to growth: consistent saturation and being unforgettable

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 welcomes bestselling author and entrepreneur Mike Michalowicz for an authentic conversation around the realities of scaling a business, managing profit, and building resilience as a leader in the trades. Mike, known for books like Profit First, Clockwork, and The Pumpkin Plan, opens up about his journey from business success to deep struggle, and how that paved the way for his groundbreaking approach to entrepreneurial finance.

Jen and Mike take listeners behind the curtain of business ownership, discussing the messy middle that isn't talked about enough—the financial setbacks, the tough calls around hiring and letting go, and the emotional rollercoaster of aligning your business to your natural talents. They specifically address contractors and home service leaders, breaking down why revenue isn't the whole story and how sustainable profitability should be prioritized from day one. Mike explains his Profit First system, revealing why so many owners find themselves stressed and strapped for cash despite outward business growth.

Beyond the numbers, this episode dives into the human side of entrepreneurship: the mindset shifts, intentional boundaries, and leadership evolution needed for authentic growth. Jen and Mike touch on the unique challenges home service companies face, like economy-driven ups and downs and the pressure to constantly scale. Jen keeps the discussion approachable and rooted in practical action, highlighting that every pain point is also a growth point. There's an emphasis on blending hard systems with soft self-leadership, and never losing sight of joyful business building.

Listeners will leave with clear takeaways for modern marketing, behavioral money management, and the power of differentiation—how your "extra" is actually your edge, from memorable branding to word-of-mouth-worthy service. The episode closes with a look at Mike's latest book, The Money Habit, and a compelling discussion on what truly unlocks sustainable business development, both in the books and in everyday leadership.

Timestamps and topics covered in this episode:

00:00 Welcome and introduction to The Growth Experience conference

02:06 Meet Mike Michalowicz: author, entrepreneur, and Profit First creator

03:27 The real story behind entrepreneurship: wins, wipeouts, and lessons learned

05:59 Profit First explained: mindset, human behavior, and practical application for contractors

08:21 Revenue vs. profit: why focusing on bottom line health changes everything

10:20 The neuroscience of money management and behavioral systems for owners

11:36 Budgeting on a growing business: percentages, priorities, and adjusting as you scale

13:17 What to do when revenue contracts: tough decisions and clarity during downturns

16:07 Leadership by letting go: the role of an entrepreneur as job creator

18:37 When and how to invest in marketing versus doing what everyone else is doing

21:23 The power of differentiation in branding and service: standing out in the trades

Social Media Links:

https://www.facebook.com/MikeMichalowiczFanPage/

https://www.instagram.com/mikemichalowicz/

https://www.linkedin.com/in/mikemichalowicz/

https://www.youtube.com/c/mikemichalowiczofficial

Tik Tok: Mike Michalowicz

https://dontwritethatbookpodcast.com/

https://substack.com/@mikemichalowicz?utm_source=user-menu

https://mikemichalowicz.com/mikespodcast/

Connect with Mike Michalowicz:

Social Media:

• Facebook: https://www.facebook.com/MikeMichalowiczFanPage/

• Instagram: https://www.instagram.com/mikemichalowicz/

• LinkedIn: https://www.linkedin.com/in/mikemichalowicz/

• YouTube: https://www.youtube.com/c/mikemichalowiczofficial

• TikTok: Mike Michalowicz

• Don't Write That Book Podcast: https://dontwritethatbookpodcast.com/

• Substack: https://substack.com/@mikemichalowicz

• Mike's Podcast: https://mikemichalowicz.com/mikespodcast/

Do you have a lead magnet or freebie you'd like us to include in the description? Please drop the link below. https://mikemichalowicz.com/get-the-tools/

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 Facebook ads pro and fellow podcast host Krystal Hobbs to dig deep into the messy middle of marketing for HVAC and home services. The conversation kicks off with Krystal's origin story—how she grew up immersed in residential construction, saw the untapped potential of social media, and quickly doubled an HVAC client's business right out of college. Krystal shares her journey from university graduate to founder of Reflective Marketing, highlighting the role mindset and authentic branding play in building a sustainable business in trades marketing.

The episode gets tactical as Jen and Krystal break down the difference between Google and social media marketing for contractors. Google captures urgent leads from customers in a crisis, but social media creates long-term brand awareness and demand—even when temperatures are mild and homeowner urgency is low. They discuss how human behavior drives engagement and how companies can harness both channels for year-round lead generation, emphasizing authentic growth without resorting to bro-marketing hype.

Listeners are warned about common pitfalls—boosting posts, running engagement ads without strategy, and failing to maintain intentional boundaries with access and business data. Krystal delivers actionable tips for best practices in Meta account ownership, stressing that business owners must keep control of their assets even if they're never on Facebook. The emotional toll of losing account access or getting hacked is acknowledged, reframing pain points as growth opportunities.

Jen and Krystal also explore the evolving landscape of AI tools in ad creation, why Advantage Plus and automation aren't magic buttons, and how creative copy and compelling offers are more important than ever for successful campaigns. The episode closes with Krystal's key to growth: Don't put all your eggs in one basket. Equip your business with the right marketing tools and build systems that work for both your brand and your sanity. It's a conversation that grounds hard marketing tactics in real, personal stories—all with a thoughtful, approachable vibe.

Time Stamps & Episode Topics:

00:00 Welcome & Intro to Home Services Marketing 02:16 Krystal's background, trades upbringing & founding Reflective Marketing 03:08 How Krystal got her first HVAC client and doubled their business 04:17 The Google vs. social media debate and demand creation 05:53 Understanding how targeting differs on Google vs. Meta 09:20 Why boosting posts and engagement ads wastes money 11:45 Access issues, business manager best practices and protecting your assets 14:12 Preventing account loss and hacking nightmares 18:02 What's working now: Facebook ad copy, creative, and targeting shifts 20:32 Defining "targeting" and "creative" in plain language 21:39 Offers and pre-qualifying leads: campaign strategies for HVAC pros 23:39 Systems—automation and follow-up for lead conversion 25:33 AI tools, Advantage Plus, and the limits of "automatic" ads 28:28 Why meta marketing "isn't set it and forget it"—feeding the beast 29:59 Krystal's Key to Growth: Having multiple marketing tools

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 Erica Leonor—an industry leader in CSR development, mindset coaching, and leadership in the trades. Erica shares her authentic journey from personal growth exploration with her mom, into running Voxa, a company focused on turning customer service representatives into powerful brand leaders. Listeners are invited into a warm, insightful conversation that's equal parts business strategy and heart, touching on how human connection and authentic communication can shape the success of a service-based business. The episode unpacks the often overlooked role CSRs play in marketing and conversion. Erica reframes the CSR's position, not as order-takers but as the essential first chapter in every customer's journey—the critical human touchpoint between marketing and booked jobs. The conversation explores tactical marketing strategies, call conversion insights, and the emotional drivers behind why customers choose one company over another. Erica lays out the DNA of effective inbound and outbound calls, and offers practical tools for developing self-leadership and team culture among CSRs. Jen and Erica go deep on the real pain points contractors face—such as low team confidence, the impact of negative scripting ("they're just price shoppers"), and the misconceptions of AI-powered support. Unique stories are shared about incentivizing CSRs, overcoming decision fatigue, and the sometimes uncomfortable process of listening to your own sales calls for growth. The message is clear: sustainable business development hinges on aligning brand voice across marketing and human touchpoints, coupled with relentless, voice-driven self-leadership. The podcast closes with actionable takeaways for entrepreneurs looking to create stronger intentional boundaries, develop team confidence, and never sacrifice the power of authentic marketing or storytelling. Erica's final key to growth? Growth always starts with aligning your internal vision and the emotions you want to evoke in your customers—because people buy not just on logic or price, but on how your brand, your people, and your story make them feel.

Timestamps & Topics

• 00:00 Introduction – Meet Jen and Erica, personal branding, and storytelling in the trades

• 02:03 Erica's journey: personal development, family, and Voxa's mission for CSR growth

• 05:38 Why CSRs are the first conversion point in service businesses—and how misaligned branding kills marketing ROI

• 08:55 What triggers a need for CSR training? Spotting red flags and overlooked growth points

• 10:36 The power of human interaction and how a single call can make or break customer loyalty

• 13:53 Mindset shifts for CSRs: moving beyond "price shopper" thinking and increasing conversion rates

• 17:23 Tactical role plays: unlocking the power in your voice and intentionally shaping customer experience

• 20:15 Optimizing for different lead sources—why Facebook and social leads require tailored scripts and empathy

• 22:59 AI in the trades—where technology helps and where only a human can create connection or trust

• 27:45 Incentivization and feedback—building team culture, recognizing effort, and measuring true growth

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/ Connect with Jen on 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.

Podcast Details

Podcast Details 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 welcomes powerhouse guest Danielle Putnam, CEO of The New Flat Rate, to dig into what sustainable, non-reactionary growth really looks like for leaders in the trades. Danielle shares her unique perspective as someone whose entire family is immersed in contracting and trades, offering a relatable take on daily business realities. They unravel the mindset shifts and actionable systems that empower owners—and especially their teams—to earn more consistent, confident income without resorting to pressure-based selling or undervaluing hard-earned expertise.

The conversation moves from the nuts and bolts of pricing and revenue clarity to the bigger picture: how to stop leaving money on the table and start embracing simple technology, systems, and authentic relationship-building. Danielle explains how The New Flat Rate's dynamic menu pricing tool gives everyone from technicians to apprentices the structure they need to present honest, high-value options that customers actually appreciate. The key isn't arm-twisting sales, but enabling homeowners to say yes to what they genuinely want—while techs feel less sales pressure and more clarity in their role.

Jen and Danielle also dive into remarketing and follow-up—the low-hanging fruit that so many businesses overlook. From practical file folders to top-tier automations, the discussion gets tactical about building intentional boundaries so teams consistently nurture past leads, re-engage warm relationships, and maximize ROI on every marketing dollar. They also touch on the emotional and leadership aspects of entrepreneurship: why even the best leaders need systems, how small incremental changes compound, and how involving your team in goal-setting can unlock new levels of execution and visibility.

As the episode closes, Danielle connects the dots between entrepreneurship and her recent experience running her first marathon, drawing parallels between building endurance, setting the bar, and embracing the messy middle of business growth. Jen wraps up with a powerful reminder: you don't need to fake it—authentic growth comes from knowing your numbers, believing in your brand, and aligning your team around a strategy, not just hustle or luck.

Timestamps & Key Topics:

• 00:00 - Introduction and overview of The Growth Experience Conference

• 02:04 - Meet Danielle Putnam and her background in the trades

• 03:30 - What is The New Flat Rate? Menu pricing explained

• 05:31 - How better pricing systems increase revenue (beyond just tracking costs)

• 06:50 - Stretching your marketing dollars and the connection between sales/ops

• 07:52 - Scripts for upselling ethically and building best friend customer relationships

• 10:25 - Upsells, options, and why customers make surprising choices

• 11:15 - The fear of raising prices, undercharging, and incremental value ladders

• 13:17 - Systems and tools for remarketing and lead follow-up (with tech advice)

• 15:12 - Why automation (not manila folders) should run your remarketing

• 18:38 - Consistency in marketing: planning ahead and the importance of strategy

• 22:57 - Getting out of reaction mode and mapping out your marketing levers

• 28:29 - Leveraging resourcefulness and local alliances for consistent growth

• 33:26 - The value of community, referrals, and Danielle's experience with Women in HVACR

• 37:20 - Danielle's key to growth: always be growing, evaluate and elevate little by little

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.

Podcast Details

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 Brigham Dickinson, the founder of Power Selling Pros, for a transformational conversation on sustainable business development, leadership, and service marketing. Brigham shares his personal journey—from experiencing the messy middle of entrepreneurship after his first business went under, to founding Power Selling Pros and unlocking the secret to operational efficiency and marketing visibility. Together they discuss how growth happens by alignment, not by accident, and how mindset and authentic connections become the foundation for scaling a service-based business.

Brigham reveals the emotional highs and lows that shaped his approach, including the necessity of self-reflection and intentional boundaries. He opens up about the real challenges home service businesses face: leads not converting, marketing systems not aligning, and the moment he realized that neglected call centers were costing owners millions. The heart of Brigham's method is human behavior—coaching CSRs to create a "wow" experience by listening, caring, and reassuring customers, and why businesses grow at the speed of their healing. He emphasizes that every pivotal conversation is a chance for intentional connection, and shares how transformational incentives and ongoing training can turn a struggling team into an empowered profit center.

Jen and Brigham also dig into the role of AI and modern marketing tools in the trades. They explore the difference between deep human connection and the isolation that can come from over-automation. Brigham candidly discusses why AI cannot yet replace the empathy and nuance required in high-stakes sales conversations, especially when emotional factors are driving buying decisions. The conversation returns again and again to soft truths: growth requires vulnerability, self-leadership, and prioritizing your team's development.

For listeners seeking actionable insights and relatable stories, this episode blends business strategy with personal wisdom. Jen and Brigham show how combining operational efficiency, financial clarity, and strong leadership systems with authentic branding and storytelling delivers real results—without guru hype or bro-marketing language. If you want to scale smarter, foster team alignment, and truly unlock your business's potential, this episode is a must-listen.

Episode Timestamps and Key Topics:

• 00:00 Welcome and introduction to sustainable business development and service marketing with Jen McKee

• 02:16 Brigham Dickinson's personal story: failure, resilience, and discovering mindset as a growth point

• 06:10 Realities of home service marketing: why good leads are wasted without strong call center systems

• 10:48 When is the best time for owners to invest in coaching and operational alignment?

• 12:21 The "Pattern for Excellence" foundation: listening, caring, and reassuring as the key to booking calls

• 15:08 Booking every lead, the urgency list strategy, and shifting from scarcity to opportunity

• 20:01 The modern marketing challenge: Facebook and Meta ads, relentless follow-up, and shaping the customer conversation

• 21:51 Training and incentivizing CSR teams for outbound calls, memberships, and operational efficiency

• 26:06 Calculating profit: connecting call conversion, incentives, and financial clarity for sustainable growth

• 30:29 Can AI replace people in pivotal sales conversations? Empathy, nuance, and the limits of automation

• 34:15 Brigham's key to growth: staying hungry, staying aligned, and giving your team the opportunity to thrive

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.

Podcast Details

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 Yossi Wachtel, owner of Monkey Wrench Plumbing, Heating, Air, and Electric in Los Angeles. Yossi shares his journey from launching a property management-focused plumbing business during the 2007 economic downturn to strategically transitioning into the residential market—a move that required a total mindset and business model shift. Yossi recounts how losing major commercial clients after a necessary price increase led him to rethink what kind of value he wanted to offer and who he wanted as his ideal client. This episode is all about the intentional pivots and personal growth that underpin real business transformation.

Jen and Yossi get honest about the messy middle of entrepreneurship—the kind of growth that comes from tough lessons and not knowing what you don't know. Yossi describes the turning point that forced him to stop operating as a "bank" for commercial clients with excessive accounts receivable and to start seeking value-driven relationships instead. Their conversation highlights the emotional and mental aspects of scaling a service business: letting go of old identities, experimenting with new marketing tactics, and learning to trust in the process (even when you have no idea what ROI will look like at first).

The episode also dives into the tactical side of home services marketing. Yossi talks about making the brand more visible through advertising, direct mail, SEO, and—crucially—connecting with existing customers instead of always chasing new ones. He discusses how data integrity and modern tools like ServiceTitan's heat mapping and Lace have been transformative for tracking leads and ROI, and he lifts the curtain on how his growing team collaborates to make smarter decisions about marketing and operations. Yossi credits key hires—as well as his own willingness to step back and empower others—with stretching the company's marketing budget and boosting sustainable growth.

Beyond the business strategies, Jen steers the conversation back to mindset, leadership, and personal branding. Yossi reflects candidly on building his visibility on LinkedIn, overcoming fear of posting, and his passion for giving back and sharing wisdom. Jen and Yossi both agree: growth happens by alignment, not accident, and your company's success can never outpace your own personal development. The episode closes with Yossi's key to growth: focus on building yourself so you can build your team and, ultimately, your business.

Timestamps:

• 00:00 – Yossi's origin story: launching Monkey Wrench in 2007 and surviving an economic crash

• 03:40 – Moving from property management/commercial to residential: why the shift happened

• 06:46 – Early marketing strategies: jumping into advertising, local newspapers, direct mail, and SEO

• 10:13 – Expanding into HVAC and electric: rebranding and service diversification

• 13:09 – Leveraging data and heat maps for targeted, neighborhood-based marketing in a huge city

• 15:04 – Internal systems and data integrity: making the numbers work to stretch your marketing budget

• 17:40 – Building out a marketing team; how roles and responsibilities evolve as you grow

• 21:38 – Strategic pivots: balancing "looking big" with maintaining a family-run, local brand feel

• 28:41 – The power of personal branding on LinkedIn and the ripple effect of sharing authentically

• 36:09 – Yossi's key to growth: personal development as the foundation for scaling a sustainable business

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/

Episode Description

What does real, sustainable growth look like in today's entrepreneurial world—especially for home service leaders and agency owners? In this episode of The Kee To Growth Podcast, Jen McKee sits down with Lyn Askin, a longtime agency founder turned certified EOS implementer, to unpack the gritty realities of scaling a service business. You'll hear stories of messy beginnings, turning points, and the mindset shifts required to step out of survival mode and build a company that's aligned, profitable, and—crucially—sellable.

Lyn shares his journey from growing up with limited resources to bootstrapping his own agency, confronting burnout, and finally discovering the Entrepreneurial Operating System (EOS). He reveals how a health scare forced him to rethink his definition of success and transition his agency from relying solely on him—to a business that could thrive and even be sold. The conversation gets candid about why most business owners are the bottleneck of their growth, and how intentional boundaries and leadership frameworks like EOS can become the "missing key" to sustainable progress.

Throughout the episode, Jen and Lyn break down why growth in the home services and trades isn't just about marketing strategies or chasing numbers. It's about aligning your team, building repeatable systems, and creating intentional boundaries that let you step back and allow others to lead. Lyn's personal stories illustrate how powerful "follow-up" is—not just as a sales tool but as a service mindset—reminding listeners that authentic connection will always outperform automation alone.

They also explore the emotional highs and lows of entrepreneurship: overcoming fear of rejection, shifting limiting beliefs, and building a business "at the speed of your healing." With tactical examples from home services and agency life, the episode prioritizes human behavior over bro-marketing buzzwords, making space for vulnerability and the kind of honest leadership that fuels lasting results.

Timestamps

• 00:00 Welcome to The Kee To Growth Podcast: Introducing the Growth Experience event
• 02:01 Meet Lyn Askin: Agency journey, entrepreneurship, & EOS background
• 05:18 Business bottlenecks & building a sellable company after burnout
• 09:09 Why follow-up and communication matter more than marketing alone
• 12:11 Sales psychology: Overcoming fear of rejection & mindset in client acquisition
• 15:30 Real examples: How maintenance plans and automations unlock hidden revenue
• 18:08 Mindset shifts: Investing in discipline, accountability, and support
• 21:07 Self-implementing EOS: Traction, pitfalls, and coaching
• 25:13 The hard truth: Only what you DO feeds your business, not just what you know
• 28:05 Framework over guesswork: How EOS clarifies vision, structure, and marketing
• 32:17 The key to growth: Living in a 90-day world and building intentional boundaries

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:

• Facebook: https://www.facebook.com/jennifer.hartman.73/
• LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Podcast Details

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/

2. Keywords

Here are 30 topical keywords that were covered in the transcript:

Home services marketing, Entrepreneurial Operating System (EOS), business growth, agency owner, scaling a service-based business, leadership, profit first, financial clarity, operational efficiency, AI tools, marketing visibility, private equity, building a sellable business, business valuation, follow-up strategies, client communication, sales systems, branding, digital marketing, Facebook ads, Instagram ads, TikTok ads, YouTube ads, marketing funnels, automation tools, team structure, accountability, quarterly planning, mindset in sales, overcoming fear of rejection, process documentation

3. Blog Post for this Episode Meta Description

Discover how implementing the Entrepreneurial Operating System (EOS) can transform your home services business and marketing strategy. Insights from our latest Kee To Growth episode.

Unlocking Growth with EOS: How the Entrepreneurial Operating System Transforms Home Services Marketing

Welcome to another episode of the Kee To Growth podcast! In today's episode, host Jen McKee sits down with certified EOS implementer and long-time agency owner Lyn Askin to explore the game-changing effects of EOS in home services businesses. If you're a service entrepreneur feeling stuck in the day-to-day or searching for ways to create sustainable growth, you won't want to miss Lyn's honest stories and practical advice for making your business not just bigger—but better.

TL;DR: Key Takeaways from This Episode

• EOS (Entrepreneurial Operating System) delivers structure, clarity, and leadership to growing service businesses.
• Placing marketing, leadership, and operational strategy at the forefront sparks intentional growth.
• Systematic follow-up and clear processes often mean more than the cheapest quote—for both sales and customer trust.
• Even "marketing problems" can often be traced to operational issues or lack of systems.
• Lyn Askin's journey from near business collapse to a high-value agency exit illustrates EOS's real-world power.
• You don't need to sell your business to benefit from building it as if you might—make it sellable, even if you keep it.
• Both self-implementation and hiring an EOS expert are options; investing in support can create additional accountability.
• Building a business that runs without you is the true key to value, freedom, and growth.

Introducing EOS: A Transformational Framework for Home Services Businesses

Running a home services business isn't just about technical expertise or closing the next lead—it's about building a company that can weather any storm. On this episode of the Kee To Growth podcast, Jen McKee is joined by Lyn Askin, a certified Entrepreneurial Operating System (EOS) implementer. With 26 years as a marketing agency owner and now years of guiding businesses through EOS, Lyn offers a firsthand look at what it really takes to move from frazzled to flourishing.

What is EOS?

EOS stands for Entrepreneurial Operating System—a set of simple, practical tools designed to help you and your team get clear on your vision, execute with focus, and run your business with less chaos and more intention.

Lyn's story is a testament to EOS's power. After a severe health scare that made him question the future of both his business and his family, Lyn realized his company was unsellable—it depended entirely on him. By implementing EOS, he 3xed revenue, 7xed profit, and scaled a team far larger than he managed alone. Ultimately, he built a business someone else wanted to buy.

Common Myths: Is Your Marketing Problem Really a Marketing Problem?

One core lesson from Lyn and Jen's conversation is that many business owners turn to more marketing when what they truly need is systems and clarity.

Common pitfalls:

• Running everything through one person (usually the owner)
• Lacking measurable, repeatable processes
• Mistaking operational gaps for "not enough leads"
• Failing to follow up with potential customers (costing thousands in missed revenue)

Lyn emphasizes that marketing works best when it's supported by disciplined follow-up and operational support. It's about connecting the dots between visibility, sales, and after-sales service.

How EOS Empowers Home Services Leaders Structuring for Growth: Accountability Before Action

EOS helps owners move from being the bottleneck to building a team that can run the business without owner intervention at every step.

EOS Core Components:

• Vision: Get everyone aligned on where you're headed and how you'll get there.
• People: Ensure you have the right people in the right seats.
• Data: Make decisions based on real numbers, not hunches.
• Issues: Address obstacles head-on through structured problem-solving.
• Process: Document and refine the most important systems.
• Traction: Bring the vision down to daily, weekly, and quarterly execution.

The Power of Systematic Follow-Up

In Lyn's words, "The person who follows up—wins the work." Whether it's $88 or $12,000, systematic follow-up and proactive customer care drive revenue and trust.

Actionable insights for home service businesses:

• Use automation tools (like Go High Level, Chirp, CRMs) to follow up with leads and clients.
• Don't stop at one reminder—consistent, polite follow-up can multiply sales.
• Set up recurring automations for maintenance reminders, review requests, or new offers.

Building a Business That's Sellable (Even If You Don't Sell)

Lyn makes it clear: "You can't sell a job." If your business relies solely on you, it holds little value—either for a buyer or for your own freedom. EOS encourages you to build with intention, putting leadership, process, and profitability first.

Key EOS-driven habits:

• Implement quarterly reviews to track progress toward goals (Vision, People, Data, Issues, Process, Traction).
• Establish clear roles and an accountability chart (not just old-school org charts).
• Treat your company as if you might sell it—structure it for independence from the owner.

Practical Steps to Start Using EOS in Your Business

Not sure if you're ready for EOS? According to Lyn, if you feel like your business is running you (instead of the other way around)—you probably need EOS.

How to get started:

• Read Traction by Gino Wickman (the EOS handbook).
• Download free tools from eosworldwide.com
• Block time for quarterly and annual planning (whether solo or with an implementer).
• Consider hiring an EOS implementer if you want faster progress, deeper accountability, and live mentorship.

Remember: It's not about being perfect out of the gate; it's about making forward progress every 90 days.

Investing in Growth: Why Accountability Matters

Both Jen and Lyn agree—sometimes, investing in outside support is what makes you take your goals seriously. When you pay for a proven process or coach, you're more likely to commit, show up, and see the transformation through.

Benefits of professional EOS support:

• Personalized frameworks tailored to your business model
• Consistent accountability (no skipping those "hard" meetings!)
• Guidance from someone who's scaled, exited, and now helps others do the same

Conclusion: EOS Is the Key to Sustainable Growth in Home Services Marketing

The entrepreneurial path is rarely tidy—most of us build our businesses while still figuring things out. But, as today's episode reveals, you don't have to stay stuck in "messy middle mode."

The Entrepreneurial Operating System (EOS) offers a proven pathway to clarity, structure, and growth—so you can market with intention, scale without losing your mind, and ultimately build a company that serves your customers, your employees, and your own life.

Ready to Unlock Your Company's Growth?

If you're feeling the call for structure, clarity, and better results in your home services business, it's time to explore EOS. Want more insights like these? Subscribe to the Kee To Growth podcast for honest conversations and actionable strategies that go beyond the usual marketing tips.

Interested in learning more from Lyn Askin or connecting with Jen? Find their contact details and resources below:

• Connect with Lyn Askin: Lyn on LinkedIn
• Learn about EOS: EOS Worldwide Resources
• Discover more from Kee To Growth: Subscribe Here

Your next 90 days could unlock your next decade of growth—start with clarity, start with EOS.

4. Timestamped Overview

• 00:00 "The Growth Experience Conference"
• 04:18 Entrepreneurial Journey Through Decades
• 07:23 Building a Sellable Business
• 12:32 "Marketing Funnels and Decision-Making"
• 14:57 "Irrigation System Check-In"
• 18:08 "Overcoming Fear in Communication"
• 21:07 Social Media Marketing & Growth Strategies
• 26:36 Marketing Clarity Fuels Growth
• 28:05 "EOS: Framework for Unified Vision"
• 32:22 "Growth: Intentionality and 90-Day Focus"

5. Questions

Here are 10 discussion questions inspired by this episode of The Kee To Growth Podcast featuring Lyn Askin:

1. Both Jen McKee and Lyn Askin highlighted how easy it is for business owners to mistake marketing problems for deeper operational issues. What's one example from your own experience where "bad marketing" turned out to be a systems or follow-up issue?
2. Lyn Askin shares how a major health scare led him to realize his business wasn't truly sellable—it depended on him completely. How has a life event, big or small, shifted your perspective on business or leadership?
3. The episode describes EOS as a structure that creates clarity around roles and accountability. What's a "messy middle" in your business that more structure might solve?
4. Fear of rejection came up as a barrier to sales follow-up—even for skilled tradespeople. How do you or your team address that fear, and what is one way it's held you back?
5. Both guests talked about the importance of intentional follow-up and proactive communication with clients. How do you ensure your business doesn't "forget" about opportunities after an initial bid or lead?
6. "You can't sell a job; you can only sell a business" was a key insight. What steps have you taken—or plan to take—to build a company that can run without you?
7. EOS emphasizes setting quarterly "rocks"—big goals with milestones. What's an example of a "rock" that changed your approach to marketing, operations, or leadership?
8. Jen McKee admitted that investing in outside accountability (like an EOS Implementer) was crucial for making progress. Do you find accountability comes more easily from outside support, or are you able to self-implement important changes?
9. The episode explores how businesses in growth mode often neglect their own marketing, even agencies! What mindset shift could help prioritize your company's brand-building and visibility?
10. "Live in a 90-day world"—what does that look like for you? How would focusing on quarterly goals change your rhythm and priorities?

These questions are designed to invite honest reflection and practical insights, whether you're leading a team, running an agency, or simply exploring more intentional growth.

6. Key Topics and Bullets

Here's a comprehensive sequence of topics covered in the episode, along with sub-topic bullets under each primary topic:

1. Podcast & Host Introduction

• Welcome to The Kee To Growth Podcast
• Host: Jen McKee (Jen McKee)
• Focus on home services, marketing, and business growth

2. Announcement: The Growth Experience Conference

• New two-day conference in San Antonio, TX (March 30-April 1, 2026)
• Target audience: Home service leaders and business owners
• Key themes: Profit-first financial clarity, leadership, AI tools, modern marketing
• VIP perks and early access details

3. Introducing Lynn Askin and Their EOS Expertise

• Lyn Askin: Certified EOS Implementer, former agency owner
• 26 years scaling and selling a marketing agency
• Shift to consulting and EOS implementation for agencies

4. Lynn's Entrepreneurial Journey

• Humble beginnings and motivation to build a business
• Early ventures: Paper route, computer building, e-commerce and agency work
• Turning point: Major health incident and reflection on business sustainability

5. The Business Owner Bottleneck & The Need for EOS

• Realization that the agency was too reliant on Lyn Askin (couldn't run without them)
• The stress and health impacts of running a business without systems
• Discovery and implementation of EOS: 3x revenue, 7x profit, growth to 27 employees, business acquisition

6. Building a Sellable, Sustainable Business

• Challenges of running the business as a "job, not a company"
• Importance of systems, processes, people, culture for valuation and saleability
• EOS principles that create a self-sustaining business

7. Marketing Problems vs. Operations Problems

• Many owners misidentify marketing as the root issue
• The importance of follow-up and client communication in closing sales
• Personal stories illustrating value of follow-up (contractor bids, landscaping upsell)

8. Overcoming Sales Fear & Rejection

• Mindset challenges in sales and outreach
• Reframing follow-up as helpful and caring
• How teams can build confidence and overcome fear through intentional systems

9. Automation & Maintenance in Home Services

• The opportunity for automating follow-up (e.g. GoHighLevel, chirp, Slack integrations)
• Maintenance plans and recurring revenue for home services
• Practical implementation of reminders, automations, and upsell opportunities

10. EOS as a Framework for Growth

• What EOS stands for (Entrepreneurial Operating System)
• Knowing when you need EOS: Feeling overwhelmed, lack of profit, team management struggles
• EOS simple tools for managing human energy and business complexities

11. Implementation: Self-Implementing vs. Hiring an Implementer

• Reading Traction by Gino Wickman as a starting point
• Availability of EOS Toolbox online
• Benefits of hiring a coach/implementer: Accountability, speed, depth
• Holding oneself accountable through investments

12. EOS Practical Impact: Accountability & Planning

• Structures and departmental clarity for home service companies vs. agencies
• Quarterly rocks and annual planning for marketing and operations
• The value of disciplined implementation and strategic vision

13. EOS for Marketing Teams

• EOS strengthens all major business functions: Sales & marketing, operations, finance
• Intentional focus ensures no weak links among departments
• Relevance of the framework for agencies and service businesses

14. Closing Reflections & Key Takeaways

• The "Key to Growth": Intentional planning, North Star vision, 90-day accountability cycles
• Importance of treating business in 90-day increments for meaningful progress

15. How to Connect with Lynn Askin

• Contact details: Name uniqueness, website, LinkedIn, Facebook, email

16. Episode Wrap-Up

• Appreciation for insights shared
• Invitation for audience questions and ongoing support

This episode blends tactical marketing advice, honest conversation about the messy reality of entrepreneurship, and actionable strategies for building a business that lasts—grounding the discussion in real stories and practical examples.

7. Clipfinder: Quotes, Hooks, & Timestamps

Jen McKee | 00:00:20 - 00:00:25 Unlocking Marketing Success: "If you're ready to grow your business and get real actionable insights, you're in the right place."

Jen McKee | 00:00:34 - 00:00:50 Viral Topic: A Game-Changing Conference for Home Service Leaders Quote: "If you're a home service leader who's ready for bigger growth, stronger leadership and more visibility in 2026, listen up. I'm hosting something brand new. The Growth Experience is a powerful two day conference happening right here in my hometown of San Antonio, Texas."

Jen McKee | 00:01:32 - 00:02:09 Early Bird VIP Access: "Waitlist gets first access, best pricing and early VIP access. So go to thegrowth-experience.com to get on the list."

Jen McKee | 00:03:12 - 00:03:29 Viral Marketing Success: "One of the things that EOS did for me is it put marketing strategy on my quarterly rocks, which made me much better at proactively planning what I was going to do every year, which hugely impacted our marketing over the last year."

Jen McKee | 00:08:44 - 00:08:48 Building from Scratch: "You don't have to sell but you still need to build a business that's sellable."

Jen McKee | 00:13:12 - 00:13:30 Viral Marketing Strategies: "I think about that last like touch point that you can throw in there that's like, hey, did you ever make a decision about that, you know, like, or do you want to make that decision right now? I love that story. I think that's huge and such a tangible thing that people could put into their follow up system."

Jen McKee | 00:21:37 - 00:21:50 Breaking Through the Bottleneck: "I got to a point where I was the bottleneck of my business. Kind of like what you were describing is that everything ran through me, and as we were scaling as quickly as we were, that didn't make any sense."

Jen McKee | 00:22:19 - 00:22:24 Viral Topic: Decisive Hiring Habits "I don't, I don't like having too many decisions. I will just go with whatever somebody says."

Jen McKee | 00:24:30 - 00:24:50 Viral Topic: The Challenge of Self-Discipline "I am a very disciplined person, but I also consider myself like a very lazy disciplined person. Like I rely on support and I, I rely on investments to hold me accountable. That's how I stay accountable to my goals is I make an investment that I see as valuable so that I will do it."

Jen McKee | 00:27:13 - 00:27:31 Viral Topic: The Importance of Marketing Planning: "even at that level, it's easy to not have a plan for your marketing. And, and when you don't have a plan for your marketing, it's no, it's November 5th. Like what has been on your mind that you haven't actually done? Because the year goes so fast."

8. Reel Script

If you're building a business that feels messy, stuck, or way too dependent on you, this episode is your wake-up call. I sat down with Lyn Askin—a former agency owner turned certified EOS implementer—who shared how the Entrepreneurial Operating System helped him 3x his revenue, 7x his profit, and eventually sell his business. We dug into why follow-up matters more than the fanciest marketing strategy, and why creating structure isn't just about scaling—it's about making your business truly sellable. If you're ready to move from running on stress to running on systems, you can't miss these insights.

9. LinkedIn Post

Absolutely loved recording this episode of The Kee To Growth Podcast with Lynn Askin—our very own EOS Implementer at Keyhart Marketing! If you're a business owner feeling stuck in the "messy middle"—where growth feels chaotic and leadership gets muddy—I promise Lynn's story offers both inspiration and actionable tools.

Here are 3 takeaways you can bring back to your team this week:

🔸 You Can't Sell a Job—Build a Business That Runs Without You Lynn's wake-up call came after a health scare: if your company relies solely on you, it's not sellable (and it's exhausting). Implementing EOS gave him the structure to 3x revenue, 7x profits, and ultimately build a business someone wanted to acquire.

🔸 Follow-Up Isn't Annoying—It's Service Whether you're a contractor, agency, or service provider, following up (more than once!) helps clients and drives new revenue. Lynn shared how a simple follow-up call landed the most expensive bid… and how $88 of recurring maintenance turned into $12k in work.

🔸 Growth Happens in 90-Day Sprints If you feel "too busy" for EOS, you probably need it most. Break those big goals down—focus on what you can move forward in the next 90 days (not next year). It's the key to keeping momentum and aligning your team.

Business gets messy, growth requires realignment, and success is built on small conversations—not just big campaigns.

If you want more on profit-first leadership, intentional boundaries, and marketing strategies that actually move the needle—catch the full episode and let me know your favorite takeaway!

#Entrepreneurship #EOS #HomeServices #Leadership #MarketingStrategy #KeyToGrowth #PodcastInsights

10. Tweet Thread

🚪 THREAD: The Real Key to Growth (Hint: It's NOT Just Marketing) 🚀

1/ Let's bust a myth: Most business owners think marketing is their main problem. Truth? The system beneath your business is just as important. 💡 On the Key to Growth Podcast, Jen McKee sits down with Lyn Askin—an EOS expert who's survived, scaled, and sold a 26-year agency.

2/ "If you're too busy for EOS, you probably need EOS." This hit me. EOS (Entrepreneurial Operating System) isn't some magic switch—it's a set of intentional choices that transform chaos into clarity. Structure > guesswork, every time.

3/ Lyn Askin got real: a health crisis made him realize his business depended entirely on him. "If I'd died, the business would've died too. I had a job, not a business." This is the messy middle no one posts about on LinkedIn.

4/ You can't market what you don't believe in—and you can't sell a business that only runs with you at the wheel. "You can't sell a job," Lyn Askin said. The real value? Systems, culture, and people who create momentum whether you're there or not.

5/ Tangible tactic: Want more clients & revenue? FOLLOW UP. Lyn Askin's $88 follow-up turned into a $12,000 job. Most contractors never called back. Guess who got the business? The one who cared enough to check in.

• Follow-up isn't "bothering"—it's being helpful.
• Automation helps, but empathy closes deals.

6/ What's underneath the surface-level marketing "problems"?

• Fear of rejection
• Not wanting to "bother" clients
• Your own limiting beliefs projected onto your customers These are invisible growth points you can actually solve.

7/ The backbone: EOS isn't just for big teams. If you feel like you're the bottleneck, always putting out fires, or "too busy" to think strategically, that's your cue. Framework > hard work > guesswork.

8/ Living in a 90-day world:

• Break down your year into rocks (quarterly priorities).
• Alignment beats hustle every single time.
• Set the North Star, get clear, and move toward it in actionable chunks.

9/ Key takeaway: "Your business grows at the speed of your healing." Intentional boundaries, curiosity, and the willingness to ask for help—all are part of real, messy, sustainable growth.

10/ Want more stories that blend tactical moves with soft truths? Follow @KeytoGrowthPod and listen in. Because growth isn't accidental—it's aligned, intentional, and a little bit vulnerable.

👇 What business "messy middle" are you finding your breakthroughs in? Drop your stories & let's get real about growth! #entrepreneurship #marketing #EOS #businesstwitter

RT if you're done with "bro advice" and ready for honest conversations about building businesses that last.

11. Threads by Instagram

1. The strength of your team isn't just about skill—it's about building intentional systems. As Lyn Askin shared, real growth comes when your business runs without you at the center. That's how culture becomes your foundation, not just a buzzword.
2. "You can't sell a job." Lyn Askin's story reminds us: your business only has value if your people own the mission and processes, too. If the culture depends only on you, it vanishes when you walk away. Build something that outlasts you.
3. Follow-up isn't just sales—it's culture. When you check in, you say "I care." Most people fear annoying others, but the real risk is invisibility. Caring consistently becomes your invisible advantage, setting your brand apart.
4. Mistakes and messy middles are part of every business. Jen McKee and Lyn Askin made it clear: authentic growth starts when the team shares the vision and is empowered to own results. Culture is a daily practice, not a poster on the wall.
5. Want growth? Break it down. Lyn Askin challenges us: set a clear North Star, then align your team every 90 days. Culture grows when everyone moves in the same direction, celebrating small wins that add up to something big.

12. Key to Growth Extraction

Guest Name: Lyn Askin

Pre-context line: "Okay, so, so we've come to the end of our episode here, but every guest that we have on here, we ask the same question."

Lead-in question: "So you are on the Key to Growth podcast. So what would you say is the key to growth?"

Key Phrase: "The key to growth? I have a couple. One, you need to be really intentional about where you're going. Like let's set a North Star, let's figure out where we're going long term with this company. Let's get everybody on board. And then you need to break that down. You need to break that down from Your, from your 10 year target. We talk about where are we? If that's where we have to be in 10 years, where do we need to be in three? And if that's where we need to be in three, where do we need to be in one? And so we're going to set some one year goals and some one year targets. And if that's where we have to be in one, what do we have to do the next 90 days to get to where we want? So my key to growth is treat your business in a 90 day world. Live in a 90 day world where every 90 days you're making progress towards the bigger picture."

After-context line: "Yeah, absolutely. So if people want to reach or connect with you, where should they go to find you?"

Timestamp Start: 00:32:09

Timestamp End: 00:33:06

On this episode of the Kee To Growth Podcast, host Jen McKee sits down with Matt Tyner, the CMO of Bone Dry Roofing, for an authentic conversation about the messy middle of home services marketing and sustainable business development. With 15 years in the trades spanning HVAC, plumbing, and now roofing, Matt brings a blend of hard-won experience and emotional intelligence to the discussion, unpacking how marketing, branding, and operational alignment really drive growth for businesses at every stage.

Listeners will get a candid look into the nuances that separate marketing strategies for HVAC, plumbing, and roofing—including how conversion cycles differ, why nurturing customers is key, and how building trust trumps "shiny object" tactics. Matt and Jen delve into the importance of creating a brand that resonates across 18 markets, sharing actionable insights on top-of-mind awareness, the role of community engagement, and how leveraging both digital and in-person touchpoints generates authentic visibility.

The episode shines a light on how Bone Dry Roofing integrates automation and carefully chosen AI tools, focusing on efficiency without sacrificing the human experience. Matt explains why his team prioritizes genuine interactions—even as the industry trends toward more automated solutions—and how operational excellence empowers marketing to fulfill its promise. From youth sports sponsorships to creative events championing their canine mascot, this episode highlights the emotional highs and practical systems that make a brand memorable (and drive real results).

Whether you're a home service business scaling from $1M to $10M (or ready to break through higher), this episode is packed with storytelling, mindset shifts, and tangible strategies for elevating your leadership, marketing, and service delivery. Jen and Matt discuss why your business grows at the speed of your healing, and why alignment between your brand promise and operations is the true key to growth.

Episode Timestamps

• 05:24 Sales Conversion Cycle Differences

• 08:09 "Building Trust Beyond the Storm"

• 10:37 Customer Engagement Through Genuine Interactions

• 14:48 Marketing Promises, Operations Deliver

• 17:41 "Dog-Friendly Community Initiatives"

• 20:18 "Promoting Causes on Social Media"

• 25:47 Customer Experience vs. Bots Debate

• 27:53 AI Automation in Everyday Tools

• 33:15 "Mastering Roofing Through Precision"

• 34:21 "Effective Sales Process Storytelling"

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/