The Kee To Growth

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Ismael Valdez for a candid conversation about sustainable business development, effective marketing strategies, and authentic leadership in the trades. Broadcasting from the Laws of Freedom event, the discussion dives into Ismael's journey from contractor to founder of several successful companies, including Compro USA, NextGen Air Conditioning, and now Nuve Home Thermostats. With over 20 years of experience in the trades and two major exits under his belt, Ismael shares the lessons that shaped his fierce commitment to marketing as the foundation for business growth. The episode explores how Ismael credits his rapid business growth to staying relentlessly focused on where the consumer's attention is—and not being afraid to shift platforms as those trends change. He draws a clear timeline from heavy investments in radio and TV, to embracing Google and review platforms, and most recently, moving aggressively into social media. For Ismael, success didn't happen by accident; it was about alignment with timing, cultivating the right team, and doubling down on personal branding as a core marketing strategy. The conversation also touches on intentional boundaries and the messy middle of entrepreneurship, reminding listeners that sustainable growth is as much about mindset as it is about tactics. Listeners will find actionable insights on building brand awareness, driving leads with social media ads, and the value of developing a personal brand—especially for those who feel uncomfortable on camera. Ismael urges contractors to either build their own content or empower someone within their team to step up as the face of the company, leveraging authenticity and relatability over cookie-cutter marketing. He underscores the importance of capturing micro-moments and turning daily activities into compelling content, using simple tools and even AI platforms like ChatGPT to remove barriers to consistency. The episode wraps with a clear call to focus on people—a lesson Ismael stresses as the ultimate key to growth. Whether through guerilla marketing, strategic partnerships, or refining your outbound and rehashing efforts, the foundation of a thriving business lies in attracting and nurturing high-quality talent at every stage. Ismael's advice is to enjoy the ride, prioritize profitability and culture, and let the big wins follow naturally. Jen and Ismael also discuss the powerful role Nuve Home Thermostats play as both a retention and branding tool, giving contractors a way to stay top-of-mind and front-of-phone with customers beyond their initial service call. Timestamps: 00:03:13 - Marketing Mindset: Why contractors must think like CMOs first 00:04:13 - Shifting Attention: Moving from radio/TV to Google to social media 00:05:30 - Disruptive Branding: The story behind the "F--- Google" shirts 00:07:12 - Personal Brand: Why building a recognizable personal brand matters 00:09:09 - Overcoming Camera Shyness: Simple, actionable steps for content creation 00:10:58 - Leveraging Social Media: Lasting ROI and making every video count 00:13:13 - Using AI for Content: How ChatGPT can help create viral clips 00:15:13 - Growth Factors: The real story behind NextGen's $100M leap 00:19:10 - Sustainable Growth: Wearing multiple hats and prioritizing marketing 00:22:42 - Outbound & Rehashing: Untapped opportunities in your existing customer base Connect with Ismael Valdez: Facebook: https://www.facebook.com/Ismael-Valdez-100079009520931/ Instagram: https://www.instagram.com/nuveceo Linked In: https://www.linkedin.com/in/ismaelvaldez/ Connect with NexGen Air & Plumbing: Facebook: https://www.facebook.com/NexgenAC Instagram:https://www.instagram.com/nexgenair TikTok: https://www.tiktok.com/@nexgenontiktok Youtube: https://www.youtube.com/channel/UC7RySzt7GYDD34070sLeIaQ Website: https://www.nexgenairandplumbing.com/ Nuve Home: Website:  https://www.nuvehome.com/Booking Link: https://www.nuvehome.com/ — offers a Schedule a Demo option. 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 Murphy Nadauld, founder and CEO of ReferPro, to talk about unlocking new revenue streams and building sustainable growth in home services. The conversation dives into Murphy's journey from technology startups to running his own home service business and ultimately creating ReferPro, a platform designed to automate and maximize referral management for trades-based businesses. With years of experience both as an operator and a tech entrepreneur, Murphy shares what it's really like to navigate the highs and lows of the trades industry and how intentional boundaries and systems can change the game for business owners. One concept discussed is the underutilized power of affiliates—ordinary people with local influence—who can generate dozens of qualified leads through simple but strategic partnerships. Murphy and Jen explore how most home service companies rely heavily on referral business, yet don't have a consistent process or the right technology to harness its full potential. The human side of referral systems comes up again and again: the need to nurture relationships over time, use automation for timely reminders, and ensure attribution and payout to build trust. The discussion underscores that authentic growth comes from alignment—with your customers, your team, and your systems. A key theme that emerged is the importance of data-driven decision making instead of "winging it." Instead of just spending more on lead generation or marketing channels like Facebook, Instagram, TikTok, Google, Angie, Thumbtack, or Yelp, business owners are encouraged to look closely at their conversion funnels to diagnose the real problems. Sometimes what looks like a marketing issue is actually a speed-to-lead or operational conversion challenge. The conversation covers how to proactively use ReferPro and lifecycle marketing to stay front of mind with your customer base and reactivate their networks for new business, especially in uncertain or slow economic periods. The episode wraps with actionable insights for any business owner looking to get more juice out of their current customer base. The key to growth isn't just in getting new leads, but in turning your satisfied customers, your technicians, and your partners into your sales and marketing advocates. By removing friction, staying front of mind with strategic touchpoints, and building in transparency and automation, you unlock hidden revenue and create a foundation for sustainable expansion. Timestamps & Topics 00:01 Meeting at HVAC Tactical Awards and Murphy's background in both trades and technology 02:16 The origin story of ReferPro and the common pain points around managing referrals 04:06 Successful marketing channels used in Murphy's former home service business 05:37 The impact of local affiliates versus large influencers for lead generation 07:34 The challenges of managing affiliate relationships and referrals manually 09:17 Why automation is critical for trust and scalability in referral programs 12:03 Long-term relationship-building with local influencers for sustained brand awareness 13:13 Lead aggregators, speed to lead, and overcoming the myth of "bad leads" 15:25 The importance of tracking your conversion funnel for smart business decisions 19:11 Maximizing lifetime customer value with proactive, automated referral outreach and incentives Kee Hart Marketing ReferPro Referral Link: https://referrals.referpro.com/r/kee-hart-marketing Connect with Murphy Nadauld: Linked In: https://www.linkedin.com/in/murphy-nadauld-183301106/ Instagram: https://www.instagram.com/themurphynadauld/ Youtube: https://www.youtube.com/@Booked-Out Connect with ReferPro: Facebook: https://www.facebook.com/people/ReferPro Instagram:  https://www.instagram.com/referproco Linked In: https://www.linkedin.com/company/refer-pro/home/ Website: https://www.referpro.com/Email Contact number: [email protected] Contact Number: +18018305786 Booking link: https://www.referpro.com/book-a-demo 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 James Hatfield, Chief Revenue Officer and co-founder of Live Switch. James shares his journey from running a painting and pressure washing company to inventing technology that's now shifting the way industries use video and artificial intelligence for both safety and sales. His story moves through humble beginnings and family influences in the trades, revealing how a passion for entrepreneurship, combined with a knack for problem-solving, propelled him from manual labor to high-impact innovation. The conversation focused on the practical use of technology in service-based businesses. James breaks down the importance of understanding business finances, recounting how early struggles with accounting led him to help build a fintech company that could translate bookkeeping into actionable business advice—even before modern AI was mainstream. This leap led to bigger ventures and ultimately the acquisition of Live Switch, where he now brings cutting-edge live video and AI to fields as diverse as emergency response, sports arenas, and home services. A key theme that emerged was the power of speed to lead in converting inquiries into loyal customers. The discussion explored how immediacy—race to the face—wins jobs in an era where consumers expect next-day convenience, thanks to giants like Amazon Prime. James offered actionable insights on leveraging video, AI, and process documentation to accelerate the sales cycle, reduce wasted travel, and create stronger customer trust while reducing cost per lead. He also revealed how real video outperforms AI-generated video on social platforms, underscoring the continued value of authenticity in marketing. Several points were raised about the enduring value of documenting every process, not only to create effective standard operating procedures (SOPs) but to free business owners from being the bottleneck in their own companies. James emphasized the importance of using AI not as a shortcut, but as a tool to capture experience, speed up service, and make businesses scalable and sellable assets. The episode wraps up with an honest look at identity, boundaries, and the sometimes uncomfortable process of stepping out of day-to-day operations in order to support healthy growth. Key timestamps and topics: 00:01:17 James Hatfield's journey from trades to tech entrepreneurship 00:02:19 Family influences and the beginnings of a painting company 00:04:08 Struggles with business finances and the leap to fintech and AI 00:06:18 Introducing philanthropy and Inmates to Entrepreneurs 00:07:50 Live Switch's technology in live events and 911 emergency video connections 00:09:19 Discovery of Live Switch's value for home service sales and efficiency 00:13:06 How AI and authenticity impact video marketing in today's landscape 00:15:28 Speed to lead, conversion, and the true cost of slow response 00:21:32 Using AI to scale processes and documentation for larger organizations 00:32:52 The key to growth—firing yourself and making the business an asset Connect with James Hatfield: Linked In: https://www.linkedin.com/in/james-hatfield/?isSelfProfile=false Connect with LiveSwitch: Facebook: https://www.facebook.com/liveswitchinc Instagram: https://www.instagram.com/liveswitchinc? Linked In: https://www.linkedin.com/company/liveswitch-inc/home/ Website: https://www.liveswitch.com/Email Contact number: [email protected] Contact Number: +18287080059 Booking link: https://www.liveswitch.com/meetings/james-hatfield 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 Dr. Toya (La Toya Luces-Sampson), a board-certified OB-GYN turned HVAC entrepreneur, to dig into the realities of building a service-based business from scratch. The conversation focused on what it means to lead with your authentic story and personal brand—especially when starting in a saturated market like Houston. Dr. Toya shares how her background in medicine and coaching shaped the way she and her husband launched The General Heating and Air, transforming her clinical experience and storytelling savvy into a differentiator for their new company. One concept discussed was the importance of leaning into your unique background, rather than hiding it. Dr. Toya outlines how both her medical credentials and her husband's military experience are woven into their brand and daily networking to create immediate connection and trust. She describes the hurdles of shifting from medicine to trades, sharing wisdom on overcoming self-doubt, embracing visibility, and moving forward "scared"—emphasizing that growth does not require the absence of fear. The discussion explored tactical yet deeply human marketing methods for new business owners with limited budgets. Several points were raised, including how networking, BNI groups, chambers of commerce, and leveraging personal and professional networks fuel early referrals and five-star reviews. Dr. Toya also offers practical insight on creating brand awareness through social media by sharing personal stories, engaging your community, and making your business memorable—whether through a compelling backstory or a playful pumpkin carving contest. A key theme that emerged was the power of intentional boundaries and connection; Dr. Toya shares her experience with building trust in intimate service settings, setting personal boundaries on social media, and supporting other women business owners in the trades. The episode closes with reflections on the difficult path from zero to one, the necessity of surrounding yourself with mentors, and why sustainable growth is always rooted in alignment and authenticity—not just tactics. Timestamps: 00:01 Meet Dr. Toya—From OB-GYN to HVAC entrepreneur and the vision behind The General Heating and Air 03:30 Lessons from medicine: Transferring storytelling, brand building, and personal connection to the trades 06:27 The fear of showing up: How to move forward with self-doubt and use your story to fuel visibility and growth 07:54 How NPR and Women in HVACR opened new doors by embracing an unconventional background 09:37 Grassroots marketing: Building referrals, joining BNI, and the value (and grind) of in-person networking 12:10 Crafting an elevator pitch and the role of story in making your brand memorable at events 16:18 Leaning on community: Testimonial tune-ups, referrals, and activating your existing network for early reviews 18:52 Clever ways to engage your audience and involve your network through social and messaging strategies 21:41 Finding your angle: Unique Google keywords and specialized campaigns on a tight budget 24:35 Creating authentic content: Personal stories, boundaries, and what homeowners actually want to see from contractors Connect with Dr. Toya: Facebook: https://www.facebook.com/drtoyaofficial Instagram: https://www.instagram.com/drtoyaofficial/ TikTok  https://www.tiktok.com/@drtoyaobgyn Linked In: https://www.linkedin.com/in/latoyalucessampson Connect with The General Heating & Air Facebook: https://www.facebook.com/TheGeneralHVAC/ Instagram: https://www.instagram.com/thegeneralhvac/ TikTok: https://www.tiktok.com/@thegeneralhvac YouTube: https://www.youtube.com/@TheGeneralHVAC Website:  https://thegeneralhvac.com/   Email Contact number: [email protected] Contact Number: +12022131891 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 Marcelle Flowers, COO of Broccoli AI and former CEO of Armstrong Plumbing, to explore the evolution of branding, storytelling, and marketing in the home services industry. The conversation kicks off with Marcelle sharing her unique transition from running a commercial plumbing business to steering a successful service and repair company. She reflects on the early days of adopting new technology—from being one of the first to use QuickBooks and leveraging online reviews before they were mainstream, to realizing the staying power of a memorable brand. Marcelle dives into the power of being an early adopter. She recalls the ingenuity that comes with jumping on fresh opportunities and describes how branding that evokes emotion and is "sticky" has made both Armstrong Plumbing and Broccoli AI unforgettable. The Rosie the Riveter-inspired trucks were not only memorable but also made a strong statement about leadership in a male-dominated industry. With stories ranging from using Angie's List to maximize first-mover advantage, to brainstorming wild marketing ideas with AI, Marcelle emphasizes the importance of standing out in a crowded marketplace. The episode then shifts into the roots of Broccoli AI, recounting how two determined young founders knocked on 140 doors before connecting with Marcelle. She shares how their persistence—and a series of serendipitous events—led to a meaningful partnership. This collaboration was built on solving real pain points, resulting in an AI-driven solution designed hand-in-hand with industry feedback. Marcelle's story is a testament to people-first leadership, intentional boundaries, and the magic that happens when business growth aligns with authentic connections. Throughout, both Jen and Marcelle underline the importance of creativity and joy in marketing. Whether it's a 20-foot-tall piece of broccoli at a trade show, a mascot-driven event, or leveraging grassroots tactics, the key thread is about bringing people together through bold ideas and genuine enthusiasm. The episode closes with Marcelle's lasting advice: in a world of uncertainty and rapid change, growth happens when organizations never lose sight of the value of people and human relationships. Timestamps: 00:04 The journey from commercial plumbing to service and repair, early adoption of technology 04:12 How Armstrong Plumbing secured its first online reviews and committed to standing out 08:07 The two keys to transformative branding: emotion and stickability 09:27 The Rosie the Riveter rebrand and amplifying woman-owned status 12:19 Exploring creative, people-focused guerrilla marketing in the AI age 14:13 The future of grassroots connection despite increasing automation 16:22 The founding story of Broccoli AI and the value of persistence 21:00 Co-creating an AI solution by listening to contractor pain points 23:28 The origin and strategy behind the Broccoli brand and memorable trade show marketing 29:13 Embracing fun, confidence, and authenticity for impactful marketing campaigns Connect with Marcelle Flowers: Facebook: https://www.facebook.com/marcelle.flowers/ Linked In: https://www.linkedin.com/in/marcelle-flowers-892507b/?isSelfProfile=false Connect with Broccoli AI: Linked In: https://www.linkedin.com/company/broccoli-com/ X: https://x.com/call_broccoliWebsite: https://www.broccoli.com/Email Contact number: [email protected] Contact Number: +18587756637 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/