The Kee To Growth

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/  

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/

Get ready to dive deep into authentic growth 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: On-site content optimization Off-site partnerships 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. Episode Chapters 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 Connect with Mike Venidis LinkedIn: https://www.linkedin.com/in/mvenidis/ Instagram: https://www.instagram.com/mikevenidis/?hl=en Meet Your Host: Jen McKee 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. Produced by 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/   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 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/