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/

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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/