The Kee To Growth

On this episode of The Kee to Growth Podcast, host Jen McKee sits down with Frank Luersen, owner and general manager of Home Team Electric in Palm Springs, California. Frank takes us through the messy middle of building his business—starting in the grind of new construction, shifting to residential service, and the emotional and tactical pivots that saved the company during hard times. From learning that business is its own trade to finding the right mentors, Frank's story is all about authentic growth, the power of local branding, and the human side of marketing in the trades.

Frank gives us an inside look at what it really takes to transition from being a subcontractor in a saturated market to establishing a recognizable, trustworthy residential brand. He shares how a tough moment of burnout became the catalyst for change, describing the lightbulb moment when he decided to pivot and focus on residential service instead of chasing contract work just because "that's what contractors do." Through modeling successful companies and investing in coaching, Frank and his team unlocked their own path to sustainable business development. He also talks candidly about the mindset shifts required—embracing humility, persistence, and surrounding yourself with the right community.

Jen and Frank break down real, actionable marketing strategies that go way beyond guru buzzwords. Frank reveals how Home Team Electric rode the ups and downs of economic cycles, leveraging lessons learned through mistakes as well as bold moves—like rebranding, investing in community connection, and securing game-changing radio and TV deals during COVID. From the power of a great logo to building deep customer relationships through frequent, personalized outreach, Frank's tactics put storytelling and customer experience at the forefront.

This episode also dives into the emotional highs and lows of entrepreneurship—navigating imposter syndrome, investing in lifelong learning, and holding intentional boundaries. Hear how Frank leverages mentorship, continuous skill-building, and authentic connection (with both employees and clients) as the ultimate leadership tools. If you're ready to create momentum in your business, craft a brand you genuinely believe in, and put the heart back into marketing—this conversation is for you.

Timestamps 02:26 Learning the business trade and the importance of mentors 04:29 Early hustle: landing first clients and doing the work yourself 07:39 Pivotal moment: pivoting from contracts to residential service 08:42 The role of mentorship, coaching, and community in growth 14:20 Rebranding from Desert Electric to Home Team Electric—why identity matters 18:07 Pricing, profitability, and delivering real value 19:25 Surviving setbacks: diversifying leads and not relying solely on Google 20:49 Leveraging old and new marketing channels: Angie's List, Yelp, Facebook, direct mail 24:06 Unique and creative marketing campaigns: jingles, radio/TV deals, and deepening customer relationships

Connect with Frank Luersen and Home Team Electric: Website: https://hometeamelectric.com/ Instagram: https://www.instagram.com/hometeamelectric/ Facebook: https://www.facebook.com/Hometeamelectric/ YouTube: https://www.youtube.com/channel/UCN5LmG8C6p46jo26Z0IqMyw

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 Mitch Smedley, founder of Smedley Plumbing in Kansas City and co-owner of a small business consulting agency, to peel back the layers on building a service-based brand that's both community-driven and memorable. Mitch shares his journey from two decades working in the plumbing industry to launching his own company in 2020—right at the height of pandemic uncertainty. Rather than playing it safe, he doubled down on a purpose-forward approach, leading with the Family First program that offers free plumbing repairs for those in need as his opening move in the market.

Jen and Mitch go deep on the power of branding with heart, exploring how Smedley Plumbing's "Fix Pipes, Pet Dogs" slogan and dog-friendly approach have helped the team build authentic connections with both customers and the community. Mitch unpacks his philosophy that marketing should be fun and rooted in real service, not just facts or price points. The conversation highlights how their social media presence—from entertaining YouTube videos to whimsical short-form content—keeps the brand top-of-mind during the crucial "I-need-a-plumber-now" decision window.

Mitch also pulls back the curtain on the strategy behind Smedley Plumbing's highly-visible YouTube channel, which doesn't just spark brand awareness but doubles as a robust content bank to repurpose for Instagram Reels, TikTok, and Facebook. He shares how video content can serve as sales enablement, a customer qualifier, and a subtle filter to attract the right-fit clients. This episode is full of real-world marketing takeaways for anyone building a service brand, including how to leverage local community pages, why consistency matters for programs like Family First, and the surprising ROI of quirky campaigns (like sponsoring a mini racecar or hosting kangaroos at a customer event).

Rounding things out, Mitch opens up about the emotional and mental journey of entrepreneurship—growth is never linear, and sometimes the marketing "fails" are where the best evolution happens. He also previews his consulting business, Tradewinds Consulting, focused on helping sub-million-dollar home service businesses lay a solid foundation before they hit rapid growth. For founders in the messy middle of building and scaling, Jen and Mitch's conversation offers actionable insights that blend tactical social media strategy with honest discussion about the emotional rollercoaster of business ownership.

Timestamps: 00:01 - Mitch Smedley's background and launching Smedley Plumbing in 2020 00:03 - How the Family First program put Smedley Plumbing on the map 00:07 - Building a memorable brand with "Fix Pipes, Pet Dogs" and dog-friendly marketing 00:08 - The role of YouTube and content production in plumbing services marketing 00:10 - Repurposing video content for social media and qualifying leads 00:13 - Day-in-the-life videos and reaching the next generation of tradespeople 00:14 - Shifting the 2025 marketing focus to social media and Google presence 00:17 - Non-traditional marketing: micro-sprint cars, community events, and staying top-of-mind 00:18 - Dog-friendly branding and the evolution of community engagement campaigns 00:21 - Marketing wins, failures, and advice for business owners in the trades

Connect with Mitch Smedley and Smedley Plumbing:

Website: https://callsmedley.com/

Facebook: https://www.facebook.com/SmedleyPlumbing

YouTube: https://www.youtube.com/@SmedleyPlumbing

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 powerhouse husband and wife duo Karen and JC Hite. Both are recognized as leading mentors in the home services and marketing agency space, but their reach extends far beyond just marketing—think business education, stable scaling, mindset, and true relational growth. Jen shares how Karen and JC have influenced her own entrepreneurial journey and why she gravitates to mentorship as a foundation for growth, setting the stage for an authentic, value-packed conversation.

JC and Karen dive into the evolution of their business, explaining how their passions and needs shaped what they offer today. From starting as a white label digital marketing agency focused on scalable operations and client experience, they expanded into educational masterminds, industry events, and now business investment partnerships. At the core of everything? Helping service-based businesses and agencies grow with intentional boundaries, mental and emotional resilience, and a reliable community.

The conversation steers away from bro-marketing lingo and quick wins, instead highlighting the messy middle—where agency owners, trade business leaders, and entrepreneurs in every niche confront the real work of aligning business growth with personal healing and alignment. Karen shares how collaborative community and vulnerability have transformed their approach, while JC unpacks a simple but powerful framework: the synergy of motivation, education, and execution. Both stress the importance of depth over quantity, especially when it comes to networking and building authentic relationships.

Highlights include tactical advice for creating meaningful in-person events, leveraging community for brand visibility, and building foundational systems (from automating reviews to using CRMs like Go High Level). Whether you're running a roofing business, a plumbing company, or a digital marketing agency, this episode will inspire you to rethink what's possible when you focus on connection, purpose, and sustainable practices. You'll walk away with insights on how to host your first event in an approachable way, how to nurture relationships with intention, and why your current network already holds the keys to meaningful, aligned growth.

00:00 Home Services Marketing Podcast

04:11 Expanding Home Service Marketing Funnels

08:01 Improving Client Experience in Business

12:15 Value of In-Person Connections Rising

15:45 Building Brand Recognition for Success

16:56 Overcoming Social Anxiety at Events

22:06 Birdhouse Workshops as Recruitment Tool

23:49 Empowering Education Through Practical Skills

27:38 "Prioritize Relationships Over New Leads"

Connect with Guests: Facebook: https://www.facebook.com/hitedigital LinkedIn: https://www.linkedin.com/company/hite-digital/ YouTube: https://www.youtube.com/@hiteinternational/videos

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 insightful episode of The Kee To Growth Podcast, host Jen McKee sits down with Mandeep Bhalla, founder and CEO of Grow Nearby and Grow Reviews, and host of the Bond for the Trades podcast. Together, they peel back the curtain on what's really working in home services marketing, exploring both the tried-and-true fundamentals and the emerging shifts that are reshaping digital marketing and branding for the trades. Mandeep shares his personal journey—immigrating from India, diving into the U.S. home service sector, and launching his own agency at the onset of the pandemic. This episode is filled with relatable stories and practical lessons for entrepreneurs navigating their own "messy middle."

Jen and Mandeep dig into the evolution from legacy platforms like WordPress to Webflow and why staying ahead matters in such a rapidly changing landscape. They don't just talk tech—they keep it grounded in authentic human behavior and the importance of intentional boundaries when working with agencies. For listeners in the thick of building their businesses, Mandeep's perspective on the emotional and operational highs and lows of entrepreneurship is a breath of fresh air, emphasizing purpose, resilience, and the value of culture over hype.

A major highlight is the transparent conversation about what differentiates effective marketers from those who, intentionally or not, create misalignment for their service clients. Jen and Mandeep walk through red flags—like asset ownership holds and outdated SEO practices—and empower listeners to ask better questions of their vendors. The discussion around reputation management goes deeper, addressing the mental side of entrepreneurship and the importance of relationship-building for sustainable business development, not just quick wins.

Actionable takeaways abound: from auditing your website's SEO and optimizing Google Business Profile for new trends (including video reviews), to balancing old school tactics like flyers and yard signs with the latest digital content strategies. Mandeep's advice is grounded in a genuine desire to help others grow intentionally, reinforced by his own learning from Gary Vee and a commitment to fostering cultures where teams are genuinely excited to show up—even on Monday mornings.

Timestamps:

00:00 "Home Services Marketing Podcast"

05:27 AI-Driven SEO Success Strategies

08:33 Tampa AC Repair SEO Strategy

11:35 Meeting My Inspirational Idol

15:01 Delegation in Social Media Ownership

18:50 Marketing Strategy for Contractors

19:22 "Pay-Per-Call Marketing for Contractors"

23:45 "Consistency and Positive Work Culture"

Connect with Mandeep Bhalla & Grow Nearby:

YouTube: https://www.youtube.com/channel/UC7hjBDONQ3bZ3a1rChrjEvw

LinkedIn: https://www.linkedin.com/company/grownearby/

Facebook: https://www.facebook.com/GrowNearby#

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 Jackie Sorensen—third-generation owner of an 80-year-old HVAC company and the powerhouse behind the "Jackie H Vaci" brand. Jackie opens up about her journey from fresh-out-of-school tech to owner, including what it was like to carry her family's legacy while making it her own. She and Jen discuss the very real challenges of stepping into leadership, especially as a woman in the trades, and the mindset shifts and intentional boundaries that powered her growth along the way.

Jackie and Jen get real on what it means to balance tradition with innovation as a legacy business owner. Jackie shares how she brought her company into the digital age, persuaded her dad to go "online" before it was cool, and why human connection—online and off—matters most in home services marketing. You'll hear how personal branding, community involvement, and creating space for others (especially women) in the industry became part of her secret sauce for sustainable business development.

On the marketing front, Jackie goes tactical, unpacking how leveraging social media, bold billboards, and community outreach has transformed her company's presence. She explains how supporting techs who want to post online can grow your brand from the inside out, and how standing out at expos and trunk-or-treats (with a little leopard print flair) builds genuine local connections. The team's annual "Hot Mama Giveaway" is highlighted as a powerful example of community-driven, value-aligned marketing.

If you're looking for inspiration on blending hard business skills with honest reflection—and actionable tips for growing a business you actually believe in—this episode is for you. You'll come away with practical advice on sustainable growth, authentic marketing, and embracing the messy middle of entrepreneurship (even when the ROI isn't easy to measure).

Timestamps

00:00 Early Social Media Presence Insights

05:18 Family Business Takeover Dilemma

07:11 "Embrace Technician Branding Collaboration"

09:57 Enhancing Social Media Retention Tools

14:03 Creative Branding with Stickers & Air Fresheners

16:51 "Creative, Playful Billboards Success"

21:38 Father's Struggle with Appearance

23:11 Challenges in Tracking Marketing ROI

26:30 "Balancing Work and Family Life"

Connect with Jackie Sorensen and Source and Heating: Facebook: https://www.facebook.com/thorsonheatinginc Website: https://www.thorsonheatinginc.com/ You can also find Jackie as "Jackie H Vaci" on TikTok, Instagram, and Facebook.

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 Carol Longacre, Director of Affiliate Relations at Service Nation, for an insightful conversation that digs deep into the real world of business growth, leadership, and the power of connection in the trades. Carol shares the journey from building her own family remodeling company to supporting thousands of contractors through Service Nation and the upcoming Service World Expo. The discussion is filled with vulnerable moments about embracing the "messy middle" of entrepreneurship, developing an authentic brand, and aligning growth with personal values and mindset.

Carol and Jen explore the often-underestimated impact of trade associations, legislative advocacy, and best practice communities for HVAC, plumbing, and remodeling professionals. Drawing from Carol's personal and professional experience—including her takeaways from the John Maxwell IMC Conference and the inventive tactics behind the Savannah Bananas—this conversation goes beyond business tactics and into the heart of what it takes to grow a sustainable, people-first company in today's landscape.

Listeners will walk away with renewed clarity on why customer experience is foundational in marketing, actionable tips for genuinely standing out in a crowded marketplace, and the importance of building intentional boundaries as you scale. Carol shares practical stories about fostering belonging, creativity, and care, both within her own remodeling company and in her work with Service Nation's member contractors.

With Service World Expo (October 26 - 30, 2025) approaching fast, Carol and Jen offer an early look behind the scenes, including what first-timers can expect, the power of in-person networking, and how to intentionally plan your event experience for maximum value. Jen will be hosting a LIVE episode—Behind the Curtain: Marketing, Community, and Culture Strategies Driving Today's Top Trades Businesses—on October 28, 2025, from 1:15 to 1:45 PM at the Expo. Plus, listeners get a special offer with KHM's promo code Kee100 (valid until October 10 with the Room Block at Caesar's Forum & Harrah's).

Timestamps:

04:28 Legislation's Impact on Housing Affordability

06:58 Creative Leadership and Team Innovation

10:45 Cultivating Fan Loyalty with Gratitude

15:35 Dolores: Enhancing Industry Connections

17:07 Networking at Happy Hour

22:33 Plan Your Show Strategy

22:58 "Plan and Focus for Success"

26:30 Join and Grow with Us

29:39 Mindset Shift: Offering Solutions

33:38 "Future of Trades Panel"

36:22 "Grateful Acknowledgment"

Connect with Carol Longacre: Facebook (Carol Longacre): https://www.facebook.com/carol.longacre

Connect with Service World Expo: LinkedIn: https://www.linkedin.com/company/serviceworldexpo Instagram: https://www.instagram.com/serviceworldexpo Facebook: https://www.facebook.com/ServiceWorldExpo

Don't Miss: Service World Expo (October 26 - 30, 2025, Las Vegas) Meet Jen McKee LIVE for "Behind the Curtain: Marketing, Community, and Culture Strategies Driving Today's Top Trades Businesses" Date: October 28, 2025 Time: 1:15 – 1:45 PM

Special Offer for Listeners: Use promo code Kee100 for discounted registration and room rates at Caesar's Forum & Harrah's (valid until October 10).

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," Jen McKee chats live from Orlando at the EGIA Epic conference with Dustin Van Orman, a cornerstone leader at Any Hour Services and a champion of service business growth and leadership in the trades. Dustin walks us through his unique trajectory from being an HVAC tech running service calls to overseeing game-changing company tours and leading mergers and acquisitions. His perspective on growth is grounded in sustainable business development, practical marketing strategies, and—most importantly—the cultivation of leadership at every level.

Dustin shares the origin story of Any Hour Services, offering a refreshingly candid look at early days marked by phone book ads, dominant mailers, and persistent negotiating with vendors to stretch every marketing dollar. Jen and Dustin open up about what it takes to truly scale—how intentional boundaries, building up your leadership team, and embracing company culture are the genuine drivers of growth, not just quick wins or cosmetic branding. Dustin's stories from the field and the boardroom bring the messy middle of entrepreneurship into the spotlight, showing that real results come from alignment, honest relationships, and learning from both successes and "wish it worked" marketing experiments.

This episode also tackles the often misunderstood world of private equity and platform companies in the trades. Dustin clarifies Any Hour's approach: creating a partnership-driven model where strong brands, rooted leadership, and authentic local presence are non-negotiable. His advice for business owners looking to eventually exit or level-up? Build a visible, valuable brand and develop operational strength—so your company keeps thriving, even when you step away. And if you're ever invited for a tour of Any Hour Services in Utah, Dustin promises you'll walk away with process ideas, leadership inspiration, and plenty of actionable insights to bring home.

Whether you're growing a one-truck startup or leading a rapidly scaling team, this conversation is packed with tactical advice, hard truths, and a call to lead with honesty, collaboration, and personal investment. If you're ready to get real about growth and marketing in the home services space, you're in the right place.

Timestamps:

00:00 "Home Services Marketing Podcast"

03:14 "Growth Podcast: Marketing and Leadership"

06:33 Leadership and Growth Alignment

11:24 Negotiation Maximizing Growth

12:55 Private Equity Decision Journey

16:13 Private Equity: Seeking Thriving Businesses

20:30 Community Engagement for Trade Workers

24:02 "Business Growth from Learning"

25:17 "Facebook Connections and Limitations"

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 Chris Vance, Executive Marketing Coach at Certain Path. Chris shares not just his best practices for trades marketing, but also the real-life challenges and breakthroughs he's seen working closely with hundreds of contractors in HVAC, plumbing, electrical, and roofing across the US and Canada. Jen and Chris dig into what it really takes to grow a service-based business—from those early days under a million in revenue, through expansion, and into building brand recognition at scale.

Chris opens up about falling into trades marketing after running his own agency, describing how his heart for small business owners and their stories led him into coaching and ultimately to his role at Certain Path. He emphasizes the importance of online presence—easy to overlook, yet absolutely essential—and breaks down why contractors shouldn't just stop at a website. His advice? Balance the low-cost, high-effort guerrilla tactics that make you visible in your local community, with focused attention on your Google Business Profile and baseline digital assets.

Jen and Chris go beyond technical marketing strategy by reflecting on human behavior and business mindset. They acknowledge how easy it is for owners to get stuck chasing "shiny objects," underestimating the need for strong systems and authentic connection with the community. Their conversation reframes marketing not as a means to just get more leads, but as a way to create trust, tell your story, and ultimately grow by meaningful impact—on both your team and your customers.

Whether you're a contractor just scraping by or leading a multi-million dollar trades business, this episode is packed with actionable insights and vulnerable truths from those who've been in the messy middle. Jen and Chris talk intentional boundaries, the real cost (in both time and money) of building sustainable growth, and why showing up authentically in your neighborhood is still the ultimate brand-building move.

Timestamps:

00:00 Rediscovering Passion in Small Business

06:03 Low-Cost Marketing Strategies

08:52 Guidance for Sub-Million Members

13:10 Elevating Brand for Business Growth

16:18 Prioritize Branding in Marketing Strategy

20:11 Community Engagement Drives Success

21:29 Guerrilla Marketing for Social Media

26:45 "Successful Low-Cost Marketing Strategy"

29:05 Hire Virtual Assistant for Marketing

31:02 Perfectionist vs. Iterative Process

Connect with Chris Vance: LinkedIn: https://www.linkedin.com/in/christophervance/ YouTube: https://www.youtube.com/@TheSuccessfulContractor Facebook: https://www.facebook.com/topherthoughts/ Learn more about Certain Path: https://mycertainpath.com/

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

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

In this episode of The Kee To Growth Podcast, Jen McKee sits down with Colleen Keyworth, one of the most well-known voices in the HVAC industry. As VP of Sales and Marketing at Online Access, Colleen brings a dynamic background rooted in a 65-year-old family business and has built her career championing women, building strong networks, and advancing the field of contractor marketing. Her story is a testament to how sometimes the path you resisted most becomes the one that unlocks the most fulfillment and alignment.

Colleen opens up about her early dislike of the family trades business, her journey through numerous odd jobs (kayak guiding, wedding planning, and more), and ultimately, how finding her superpower in sales––on the marketing side of the family company––set her on a trajectory for sustainable business development and leadership. The conversation touches on the messy middle of career pivots, self-leadership, and how embracing your story can become your biggest asset.

The episode takes a deep dive into the role of intentional community and industry involvement for sustainable growth. Colleen shares her real-world insights from serving on boards for organizations such as Women in HVACR, HARDI, and more, giving honest commentary on what board service actually looks like, how authentic connections trump transactional networking, and the behind-the-scenes politics that come with stretching your leadership muscle. The stories are relatable for anyone navigating scaling a service-based business, whether inside or outside the trades.

Jen and Colleen move from big-picture leadership reflections to tactical marketing advice. They discuss why contractors need to invest in real photography, leverage their existing philanthropic and local connections, and blend digital tactics with human-to-human relationship building. The dialogue spotlights how authentic branding, community engagement, and a robust website strategy support business growth at the speed of personal healing and intentional boundaries. Colleen's actionable tips and "marketing soapboxes" are a must-hear for anyone tired of hearing the same outdated bro-marketing advice.

00:00 "I Hated the Trades"

05:01 "Colleen's Involvement and Networking Insight"

07:12 "Hardy: Partnering for Success"

12:58 State Board Meetings: Challenges and Politics

16:37 Leveraging Philanthropy and Community Engagement

19:35 Authenticity in Business Imagery

20:54 Investment in Professional Website Photography

26:20 "AI's Impact on Search: Stay Updated"

27:21 Reddit Usage and Community Insights

32:31 Automated Social Media Engagement Tool

36:56 DIY Accountability & Referral Strategy

40:01 Consistency: Key to Business Success

40:57 "Connect on LinkedIn & Instagram"

Connect with Colleen Keyworth: Instagram: https://www.instagram.com/ckeyworth04/

Facebook: https://www.facebook.com/colleen.keyworth

LinkedIn: https://www.linkedin.com/in/colleen-keyworth/

Online Access: https://www.hvacwebsites.com/

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

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

In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Ryan Chute, partner at Wizard of Ads and a seasoned strategist in the home services industry. Jen and Ryan dive into the art and science behind building brands that not only get noticed but become unforgettable household names—brands that weave themselves into the culture and conversations of their communities. Ryan shares how his early exposure to Roy Williams' famous Monday Morning Memo and the evolution of Wizard of Ads inspired his journey from transactional sales to transformational marketing rooted in real human behavior.

Together, they deconstruct the difference between simply buying ad channels and designing a cohesive creative strategy that resonates on a deeper level. Ryan discusses why so many traditional marketers miss the mark in home services by focusing on tactics over narrative and what it actually takes to create fans—even if it means ruffling a few feathers. Jen and Ryan get candid about the reality of customer complaints, viral backlash, and how negative attention is sometimes a sign you're making real impact. Ryan walks listeners through the Wizard of Ads philosophy of mass media buying, the intentional use of brand repetition, and why a little controversy is often essential for standing out (and converting customers).

Ryan also opens up about his collaboration with negotiation legend Chris Voss on a new book adapted specifically for HVAC and plumbing sales, "Never Split the Difference" style—and gives an inside peek into his latest venture with Chris: an exclusive, community-centric business bourbon called The Difference. This episode is a masterclass in creative storytelling, branding alignment, culture building, and learning to play the long game in your business, especially when confronted with noisy critics or market resistance.

Throughout their conversation, Jen grounds the discussion with timely reminders on authenticity, sustainable growth, and the messy middle of entrepreneurship—the part no one talks about on LinkedIn. You'll walk away with a fresh perspective on content creation, mass media, the emotional side of building a resilient business, and how to find your brand's North Star—even if it means turning a few "haters" into your most memorable (and profitable) marketing moments.

Timestamps: 0:00 – Jen introduces the episode and guest Ryan Chute, sharing their origin story and the Wizard of Ads connection 1:29 – Ryan's journey from reading Roy Williams' book trilogy to becoming a Wizard of Ads partner 3:53 – What Wizard of Ads actually does for clients: strategy, creative writing, and mass media buying 8:24 – How and why radio and TV marketing still deliver impact—and the power of traditional media data 10:48 – The brick-and-mortar metaphor for building memorable brands in home services 13:56 – Why evoking strong emotions (even complaints) in ads creates true brand evangelists 15:31 – The golden rule vs. the platinum rule in sales and service—playing the game being played 19:06 – The strategy and psychology behind cheeky, irreverent marketing in trades 21:23 – Ryan's partnership with Chris Voss: co-authoring Never Split the Difference for home services 24:44 – Launching The Difference bourbon—a private, community-driven business bourbon with Chris Voss and the ethos behind it 28:02 – Ryan's key to growth: brand, culture, having a North Star, and leading with authentic values

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/