The Kee To Growth

This episode of The Kee To Growth Podcast invites Laura Kelly, co-founder of Clover Growth Partners, to share her journey from Ireland to the U.S., the realities of entrepreneurship, and how building environments where people can thrive is truly the key to business growth. Host Jen McKee leads a raw, insightful conversation about the messy middle of scaling home service businesses—what happens behind the scenes when the pressure's up, mental health is tested, and you have to put alignment over appearances.

Laura opens up about leaving Ireland in search of growth and healing, learning the hard lesson that you can't outrun your own struggles. Instead, she found strength in vulnerability, and with the support of her husband, Josh, she began transforming her mindset and the workplaces around her. Laura gets real about creating cultures where transparency, respect, and personal and professional development are central—because your business grows at the speed of your healing.

Diving into tactical leadership and marketing, Jen and Laura discuss why you can't market a brand you don't believe in, the power of greater visibility, and actionable strategies for scaling intentionally, not transactionally. Laura shares her signature DP (Daily Production) report method, why it's critical to meet often with the right people, and the importance of building deep, symbiotic relationships in the industry—forging genuine networks rather than chasing surface-level leads.

The episode covers practical levers leaders can pull when call volume is down, how to nurture your customer base to maximize every lead, and why empowering your team with ongoing mentorship is essential. Throughout, Jen and Laura bridge technical marketing strategies with the emotional highs and lows of entrepreneurship—offering hard-won insights for business owners who want more than quick wins. If you're seeking sustainable growth, stronger leadership, and a brand people want to join—not just buy from—this conversation is for you.

Timestamps:

03:28 "Growth Through Transparency and Care"

06:58 "Marketing: Share Your Value"

09:59 "Maximizing Value Through Accountability"

13:45 "Lever Strategies for Predictable Results"

16:49 "Improving Revenue with Social Media"

19:28 "Befriend Experts, Build Symbiosis"

24:01 Networking Unlocks Marketing Insights

29:11 "Maximizing Chirp Through Collaboration"

31:30 Clover Marketing's Casual Beginnings

33:16 "Clover Growth Partners Overview"

36:50 "Gratitude for Laura"

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/

Part two of our special New Year's series is here—just in time to embrace fresh energy and intention for 2026. On this episode of The Kee to Growth Podcast, host Jen McKee returns with the finale of our "Key to Growth" compilation, spotlighting more jaw-dropping insights from this year's most impactful guests. If you loved the first half, this second part dives even deeper, layering bold truths, practical takeaways, and those authentic moments that make business worth building.

Jen extends a heartfelt shoutout to every guest and the incredible Kee Hart Marketing team—the thinkers, leaders, and trailblazers who shaped this podcast in 2025. Their willingness to get vulnerable, share their real journey (not just their highlight reel), and dig into the messy middle of entrepreneurship, leadership, operations, branding, and mindset helped all of us grow. This episode is a celebration of community and the lessons we learned together, leaving you with even more tools to ignite your vision for the new year.

As we turn the page toward 2026, Jen encourages listeners to reflect, recharge, and map out growth rooted in clarity. From scaling business systems to leading with presence, you'll hear rapid-fire wisdom—from "consistency beats genius" to "know your numbers so you can tell your story." Each guest brings their unique take on what growth truly means, blending tactical strategies with the emotional realities of self-leadership, making mistakes, and building trust.

And, don't miss Jen's invitation to the industry's can't-miss conference: The Growth Experience—Profit, People & Presence, happening in San Antonio, Texas from March 30–April 1, 2026. This event is all for the doers and dreamers who want stronger systems, better teams, more visibility, and above all, real growth. Reserve your seat, follow along for updates, and join a movement that will define your success in the trades next year and beyond.

Timestamps

0:00 Part Two Introduction: Reflecting on the year, gratitude to guests and team, and gearing up for 2026

0:34 Big announcement: Save the date for The Growth Experience—Profit, People & Presence conference in San Antonio

1:08 2025 recap and why "key to growth" matters heading into a new year

3:32 [Khadija Head] on building brand mindshare and being unforgettable in your market

5:13 [Ellen Rohr] on failing fast, letting go of drama, and staying agile

6:17 [Katty Higgings] breaking down the power of visibility and hiring for strength

8:28 [Tersh Blissett] on continuous learning, A/B testing, and strategic delegation

9:51 [Derek Cormier] shares how realistic goals shape sustainable growth

10:37 [Crystal Williams] on consistency as the ultimate growth lever

Learn more about The Growth Experience (Profit, People & Presence) and connect for event updates:

Official site: https://thegrowth-experience.com/

Instagram: https://www.instagram.com/thegrowth.experience/

Facebook: https://www.facebook.com/khm.thegrowth.experience

TikTok: https://www.tiktok.com/@thegrowthexperience_

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/

This special Christmas episode of The Kee To Growth Podcast brings you a reflective, gratitude-filled recap of the standout moments and growth wisdom shared by our guests throughout 2025. Host Jen McKee opens up the archives to spotlight the most powerful answers to our essential question: "What is the key to growth?" From personal stories to tactical marketing tips, this episode is a mosaic of inspiration, lessons learned, and candid conversation from leaders across the home services and entrepreneurship space.

Each response is handpicked for its insight into what really fuels sustainable business development—hint: it's not just strategy, but the people, teams, values, and authentic relationships behind every successful company. You'll hear guest voices spanning agency founders, in-the-trenches marketers, and growth-minded owners sharing their takes on leadership, hiring, storytelling, operational clarity, and cultivating communities rooted in trust and service.

Jen weaves these moments together with the show's signature warmth and vulnerability, highlighting not just the wins but the messy middle—the intentional boundaries, the need to believe in your brand, and the mindset shifts that move the needle in business and life. This episode is the first part of our annual recap, with a sequel arriving next week before the year ends.

Thank you for making 2025 a year of connection, growth, and authenticity on the Kee to Growth Podcast. Your encouragement, reviews, and stories have fueled every episode. Whether this is your first listen or you've been with us all year, we appreciate you and can't wait to keep growing together into 2026!

Timestamps:

00:00 – Jen McKee welcomes listeners, shares gratitude for 2025, and introduces the Christmas recap special 00:41 – Announcing The Growth Experience conference for 2026 and what's to come on the podcast 03:59 – Guest on content: Why creating things people want to share beats generic marketing 05:54 – Building genuine relationships as the ultimate marketing tool, from Lara's perspective 07:36 – Josue and Katherine: Continuous learning, trusting experts, and fast adaptation 09:03 – Stephanie and Bridget: Letting go, trusting your team, and looking at the business "macro" 12:25 – Guest perspective: Investing in your team and community fuels long-term growth 13:42 – Closing reflections from Jen, thanks to all guests and listeners for an amazing year

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

Learn more about The Growth Experience (Profit, People & Presence) and connect for event updates: Official site: https://thegrowth-experience.com/ Instagram: https://www.instagram.com/thegrowth.experience/ Facebook: https://www.facebook.com/khm.thegrowth.experience TikTok: https://www.tiktok.com/@thegrowthexperience_

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.co

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Ryan Redding for a rich, no-fluff conversation about the realities of sustainable business development in the home services world. As someone who's both grown and sold a marketing agency, Ryan shares the journey from heading Leveragy to merging with KickCharge Creative, and how that transition led him to launch his coaching practice, Eightfold Advantage. He and Jen explore the often overlooked, messy middle of scaling a service business, what keeps leaders stuck, and why authentic alignment—not generic "hacks"—fuels long-term growth.

Ryan opens up about why great marketing cannot compensate for operational gaps. He breaks down the three buckets where most owners and leaders stay stuck: the search for real freedom, the friction of "profit leaks," and the reality of hitting a growth ceiling. Drawing from nearly ten years in the trades, Ryan's insights reveal that businesses often look to marketing to solve deeper business problems. He advocates for honest reflection, targeted operational improvements, and building a team that shares both vision and accountability.

The conversation digs into systems thinking versus quick fixes. Jen and Ryan discuss their personal experiences with operating frameworks like EOS (Entrepreneurial Operating System) and the new, more holistic Bloom Growth model. Listeners get actionable ways to translate conference energy into real results, highlighting the magic that happens when a leadership team commits to shared learning—and why soft skills like trust and psychological safety create competitive advantage. Ryan underscores the importance of developing internal competency rather than expecting vendors or external hires to "save" the company.

Closing out, Jen and Ryan address the hard skills of setting marketing KPIs, building intentional boundaries, and confronting overwhelm as a growth point—not a shame trigger. If you're a home service leader navigating market changes, looking for real business clarity, or curious about how team health and financial literacy drive results, this episode is your playbook for authentic, sustainable growth. Tune in for grounded strategies, a touch of vulnerability, and a reminder that your business grows at the speed of your healing.

Timestamps and Topics

00:00 "The Growth Experience Conference"

04:05 "Helping Businesses Get Unstuck"

09:20 Team Collaboration Builds Business Success

10:41 "Team Ideas Drive Innovation"

15:54 "Eos: Unchanging Framework Critique"

16:40 Team Dynamics Drive Success

22:44 "Shared Learning for Better Systems"

24:12 Navigating Uncertainty: Next Steps

26:38 Proactive KPI Tracking Framework

29:48 "Interpreting Data Effectively"

34:07 "Choosing the Right People"

36:43 "Paranoia as Risk Mitigation"

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 Zac Garside, president of Prolific Brand Design and renowned email marketing specialist in the home services industry. Together, they unlock honest, actionable insights on why email marketing is often overlooked by contractors, and how revitalizing your approach to this "cockroach of marketing" can nurture relationships, boost operational efficiency, and keep your business top of mind in 2026 and beyond.

The conversation begins with Zac's personal journey—growing up around the trades and witnessing firsthand his father's locksmith business, then journeying into home services via Power Selling Pros and eventually founding his own agency. Zac shares what drew him deeper into the email marketing space, describing the pivotal moment interning at DigitalMarketer where he realized the leverage and immediacy this channel holds for service businesses compared to traditional, resource-intensive lead generation strategies.

Throughout the episode, Jen and Zac dig into the systemic gaps they see in home service marketing stacks. They explore why most contractors underestimate the loyalty and results generated by a warm email list, and offer granular strategies for building, segmenting, and nurturing that list—from service-based customer collection to creative lead magnets and compelling, story-driven content. They also tackle branding, storytelling, and operational best practices, highlighting how the most successful campaigns merge authentic company values with dialed-in offers and real urgency.

With an emphasis on actionable takeaways, Zac opens up about the four main types of emails that drive results, his strong preference for plain-text over HTML emails, and how to harness conversations from the field, myth-busting, education, and scarcity-driven offers to drive both engagement and revenue. Jen draws out the softer side too, talking intentional boundaries, personal connection, and why your brand's emotional resonance and trust factor will always outperform any digital trick. Whether you're a seasoned marketer or home services newcomer, this episode offers a roadmap to building relationships and business resilience without sacrificing authenticity—or your sanity. Timestamps

06:27 Email Marketing's Power Revealed

07:25 "Game-Changing Email Marketing Insights"

12:42 Plain Text Email Strategy

16:51 Email Marketing in Trades Companies

19:26 Boosting Brand Visibility Strategically

21:15 Authentic Branding Foundations

24:44 Email Marketing Consent Guidelines

29:42 "AI Assists with Unfinished Thoughts"

31:47 "Customer Insight Improves Marketing"

36:00 "Grateful for Your Insights"

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/

This week on The Kee To Growth Podcast, host Jen McKee sits down with Thaddeus Tondu, CEO and co-founder of On Purpose Media, to unpack the real behind-the-scenes journey of building a digital marketing agency from the ground up—right at the onset of the pandemic. Thaddeus shares how On Purpose Media weathered the unique challenges of launching in February 2020, navigating early wins and rapid client losses as Covid hit, and how the agency clarified its niche by focusing on trades like HVAC, plumbing, and electrical. Their conversation is refreshingly candid, moving beyond generic advice to dissect what it really means to niche down and serve the home services industry with integrity and alignment.

Jen and Thaddeus get tactical about marketing ecosystems and the realities of sustainable business development in the trades. They dive into the indispensability of great branding, professional websites, and the importance of marketing as an investment rather than a cost—especially for businesses aiming to grow intentionally beyond the messy middle. The episode highlights how personal branding and authentic connection through social media remain foundational, but the strategy shifts depending on your business's season and scale.

A huge focus in this episode is the rapidly changing landscape of AI search—how ChatGPT, Google's AI mode, and other engines are shifting the rules of visibility for home service businesses. Thaddeus breaks down what "good content" actually looks like, emphasizing the need for expertise, authority, and trustworthiness in every marketing touchpoint. The duo also share the pitfalls of relying exclusively on AI-generated content (including a hilarious IAQ story), the importance of structured website content, and the value of showing up consistently on platforms like LinkedIn, YouTube, and even Instagram Reels. These actionable insights are woven with stories from their own entrepreneurial paths, making marketing advice feel human and achievable.

Throughout the episode, Jen connects the dots between hard marketing skills and the softer truths of leadership, mindset, and overcoming imposter syndrome. Whether you're a technician-turned-owner just starting out or a $10M+ trades business setting intentional boundaries and scaling up, you'll find tactical direction as well as honest encouragement. Jen's grounded approach combined with Thaddeus's growth wisdom makes this conversation both relatable and deeply practical for anyone investing in their brand's ecosystem.

00:00 "Home Services Marketing Unlocked"

04:20 Choosing Between Roofing & HVAC

07:06 AI Search Challenges

10:16 AI Missteps and Search Challenges

14:44 Grandfathered Pricing & Website Debate

17:59 "Marketing Ecosystem Insights"

20:18 "Prioritize Website for Business Start"

25:20 Optimizing Your Marketing Ecosystem

27:57 Starting Small with Marketing Budget

32:20 "Marketing Plan Simplified with AI"

34:59 "Success through Action and Speed"

36:21 Contacting Thaddeus Tondu

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 value-packed episode of The Kee To Growth Podcast, host Jen McKee sits down with powerhouse guests Stephanie Postell (Anchor Heating & Air), Cindi McNew (Tuck and Howell), and Kerry Sweet (Streamline Services) to explore the transformative impact of showing up for your community—and your team. This conversation pulls back the curtain on what authentic community involvement looks like for businesses in the trades, moving beyond buzzwords and digging into real initiatives that build trust, impact, and sustainable brand visibility.

Jen and her guests go deep on how giving back—in ways that align with your company's culture and personal passions—can drive more than just feel-good stories. They talk about how being present in local events, schools, and organizations doesn't just shape your external reputation, but forges a sense of shared purpose within your team. The stories shared range from supporting Make-A-Wish and animal shelters to hands-on volunteering and creative fundraisers involving the whole company. It's an honest look at both the emotional highs and the real-world outcomes of choosing to lead with service.

Listen in as these leaders share tactical tips for celebrating your team, from out-of-the-box holiday parties to little (and big) acknowledgments that cultivate a thriving company culture. They acknowledge the messy middle—how hard it can be to balance all the demands, why intentional boundaries matter, and the smallest first steps you can take if community engagement feels daunting. The episode blends marketing strategy with human behavior, reminding us that showing up authentically is far more important than orchestrating a picture-perfect campaign.

If you've ever wondered how to bridge the gap between your business and your community—or wished you could find time and energy to celebrate your team—this episode is for you. Jen and her guests give you practical ways to get involved (even if you start small), show how social media can be a force for good, and underscore that growth happens when you align your actions with your purpose. Consider this your nudge to go from idea to implementation—and watch both your business and your people flourish.

Timestamps

00:00 – Introduction and episode kickoff with Jen McKee

02:06 – Guest introductions and defining the role of community in business

05:01 – Community involvement: favorite give-back initiatives and why they matter

10:09 – How local partnerships and showing up lead to meaningful connections

14:19 – Making impact as an employee vs. owner: finding your unique contribution

20:40 – Creative ways to celebrate your team during holidays (and beyond)

27:55 – Blending celebration with purpose: giving back while building culture

34:41 – Social media visibility: how sharing your story inspires and amplifies impact

39:19 – First steps for leaders unsure where to start with community involvement

46:39 – Encouragement and practical next steps: implementing what you've learned

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 Jay and Amanda Mahaffey, the powerhouse duo behind the transformation of Tuck and Howell, a legacy HVAC and plumbing company. This episode goes deep into what it really looks like to acquire a "stuck in the 80s" business, face negative numbers, and rebuild from the ground up with unwavering resilience, a modern marketing plan, and an unshakeable commitment to both numbers and people. Jay shares his journey from working in the trades as a child to eventually buying back his family's business, while Amanda offers a candid look at transitioning her background in accounting into the world of home services—where managing cash flow, plugging financial "leaks," and setting intentional boundaries became non-negotiable for survival and growth.

Listeners will hear the honest story of their acquisition—including buying a failing company with a negative 11% net income—what it takes to get buy-in from family, and the high-stakes reality of selling cars and liquidating retirement funds to make it work. Amanda and Jay talk about the messy middle: those first tough years when you have to plug holes, build a brand, modernize your tech stack, and get crystal clear on your values and numbers, all while learning marketing on the fly. Their decision to prioritize brand building over quick lead generation is a game-changer, revealing the long-term benefits of strategic investments in branding, rebranding, and storytelling as the foundation for attracting both customers and top talent.

You'll hear behind the scenes of Tuck and Howell's social media journey—how they went from old-school word-of-mouth to having a flood of new hires and leads from their online presence, thanks to actionable content and authentic storytelling. Jay and Amanda share how they leveraged mentors, conventions, industry podcasts, and specialists in SEO, PPC, and LSA to turn their marketing spend from a cost center to a strategic growth engine. They break down how they determined their marketing budget (from 2% to a bold 7% of revenue over a few years), and why knowing your numbers and tracking your ROAS is non-negotiable for sustainable business development.

The episode dives into self-leadership, the emotional depth required to lead a team through change, and the power of community engagement. From hiring a "Fun Fairy" who lifts internal culture and manages grassroots marketing, to giving back through charity installs and local events, Jay and Amanda reveal how meaningful, visible community involvement fuels both word-of-mouth and personal fulfillment. This is a masterclass in intentional growth—one where the messy middle isn't something to hide, but the secret ingredient in building the "how" behind your business, your brand, and your life.

Timestamps & Topics

00:03:14 - The strategy: Business plans, reading Dan Antonelli's brand book, and that first big leap

00:04:45 - Rebranding, choosing software, focusing on data, and the earliest marketing steps

00:06:03 - Social media as a recruiting and branding tool: Working with Kee Hart Marketing

00:10:44 - Making tough investments while in the red, managing risk, and knowing your financials

00:15:08 - Growing the marketing budget: From 2% to 7% and finding the right specialist partners

00:17:32 - Shifting to marketing strategy: Tracking ROI, stopping campaigns, and building accountability

00:22:02 - The "Fun Fairy": Elevating team culture and community engagement as organic marketing

00:24:58 - Charity, community presence, and turning good deeds into meaningful storytelling (and content)

Follow Tuck and Howell online to see how they're redefining what modern trades marketing looks like:

👉 Website: tuckandhowell.com

👉 Facebook: facebook.com/tuckandhowell

👉 Instagram: @tuckandhowell

👉 YouTube: Tuck and Howell Channel

👉 LinkedIn: Tuck & Howell Plumbing, Heating & Air

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/

Join Jen McKee, founder of Kee Hart Marketing, as she hosts a special live episode of the Kee to Growth Podcast at Service World Expo 2025, featuring Mike Venidis, Owner of Good Golly Garage Doors (Phoenix) and Chief Marketing Officer of Good Golly Garage Holdings.

This conversation uncovers the messy middle of entrepreneurship—where strategy meets emotion. Mike opens up about a traumatic event that became the turning point in his life, leading him to build and scale successful brands within the home services industry. Together, Jen and Mike explore how business growth often mirrors personal growth, offering a raw yet practical lens on leadership, branding, and purpose.

From the evolution of marketing—Yellow Pages to AI—to the psychology of today's buyer, they break down why timeless human behavior still drives modern decision-making. Mike shares actionable insights on:

• Guerrilla marketing and audience targeting

• Why landing pages often make or break campaigns

• Common mistakes marketers make when ignoring emotional connection

As the discussion moves into AI, Mike explains three powerful ways trades businesses can start leveraging artificial intelligence today:

1. On-site content optimization

2. Off-site partnerships

3. Technical SEO and automation

Jen complements this with her expertise in social media strategy—revealing how authentic personal branding and healthy digital boundaries lead to sustainable growth, not burnout or performative marketing.

The episode closes with an introspective note on legacy and purpose. Mike introduces his new initiative, House of Good, a free community designed to help home service professionals grow, learn, and give back. His philosophy captures the essence of the conversation:

"Your business grows at the speed of your healing."

If you're a small business owner, marketer, or leader who believes that impact matters more than hype, this episode is for you.

00:00 — Trauma Fueled My Career Path 05:30 — Marketing Psychology and Connection 08:20 — Buyer Psychology in PPC Strategy 11:38 — Winning with Landing Pages 15:07 — Google's AI Strategy and Market Share 17:59 — Simplifying Success Through Humanity 22:15 — Passion, Impact, and Entrepreneurship 25:11 — Impact Over Money 26:53 — Growth Requires Embracing Hardship

LinkedIn: https://www.linkedin.com/in/mvenidis/ Instagram: https://www.instagram.com/mikevenidis/?hl=en

Jen McKee is the founder of Kee Hart Marketing & Events, an award-winning social media agency for the trades. As host of The Kee to Growth Podcast, she empowers service-based businesses with authentic, actionable marketing strategies.

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

Listening on desktop and can't click the links? Just search Kee to Growth in your favorite podcast app.

Skilled Trades Syndicate — Home of the Service Business Mastery Podcast Website: https://www.servicebusinessmastery.com

Growth in business rarely happens by accident—it's built on alignment, strategy, and a willingness to face the messy middle. In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Jonathan Banister, founder and CEO of Top Serve Digital, to talk about the reality of building—and rebuilding—a brand in the ever-evolving world of home services marketing. Jonathan shares his remarkable journey, from running Cornerstone Marketing Solutions to launching Top Serve Digital, pulling back the curtain on his own rebranding process and what it's taught him about identity, reputation, and staying future-ready.

Jen and Jonathan dig into the emotional side of entrepreneurship: why so many business owners cling to a brand name even when it's not serving them, and how to make brave, strategic pivots even when it means letting go of what feels comfortable. Jonathan addresses the tension between attachment and opportunity, sharing how he finally made the leap after almost a decade running with the "Cornerstone" name—and revealing the surprising impact it had on his business and clients.

One of the core takeaways from this episode revolves around the power of brand equity in a digital landscape that's rapidly shifting. Jonathan breaks down why traditional lead generation is losing its edge, how platforms like Google are no longer the only gatekeepers, and what it really takes to stand out as a memorable brand when AI-driven search becomes the norm. Their conversation touches on the rising importance of omnichannel video marketing and the necessity of investing in storytelling and reputation—not just logos or wrapped trucks. As they note, true brand equity isn't measured by your font or color palette, but by the trust you build, the emotional connections you foster, and the frequency with which you're remembered when a problem arises.

Finally, Jen invites Jonathan to open up about his "bed method" (brand equity domination), the role of face-to-face community events, and the anxieties and opportunities tied to the future of digital marketing with the rise of AI. The episode leaves entrepreneurs and marketers with both tactical and soul-level guidance for adapting to the changing landscape—emphasizing authentic connection and personal growth as the real keys to becoming a household name. And for those looking for practical next steps, Jonathan's forthcoming book and podcasts are ready resources.

Timestamps for this episode:

00:00 Cornerstone Marketing Origins

05:55 Video Integration in Digital Marketing

08:06 Understanding Brand Equity Levels

11:28 "What to Shoot Matters Most"

14:11 "Future of Marketing Insights"

16:23 AI's Impact on Branding and Social Media

19:50 Marketing in Multi-Platform Era

24:34 Effective Canvassing and Retargeting Strategy

25:49 "Targeting Ideal Customers Unconventionally"

28:24 "Home Service Hustle Podcast"

To learn more about Jonathan's work and insights, visit TopServeDigital.com

or explore his upcoming projects and speaking schedule at jonathan-bannister.com. You can also connect with him directly to book consultations, collaborations, or podcast appearances through his official booking link.

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/

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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/