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PODCAST

From the Yellow Chair

Home Service Industry marketing and branding gurus, Crystal Williams and Emily Fleniken speak the language of contractors by talking condensers, co-op dollars, service agreements, and equipment warranties, but also the language of entrepreneurs by talking ROI, creative strategy, trending tactics, employee retention, and community engagement. You’ll be entertained by the comical banter, but informed by the holistic approach to marketing and branding. On the daily, you’ll find this dynamic duo working

business marketing

All Episodes

31:20

From Operator to Owner: Scaling Smarter with Ryan Lee

From the Yellow Chair ·

2025/09/30

Send us a text Tired of adding hours and still feeling stuck? We dive straight into the moves that create freedom: pricing for profit, selling outcomes in the home, and using a simple, layered marketing mix that actually compounds results. Our guest, Ryan Lee—former landscape lighting owner turned coach—shares how a 10% price increase can double profit for many service businesses, why on-the-spot closes beat emailed quotes, and how to use personal branding to smooth out slow seasons. We get ...

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26:18

AI-Powered Sales: How Distance Helps Service...

From the Yellow Chair ·

2025/09/23

Send us a text How quickly are you responding to potential customers? In today's instant-gratification marketplace, that question might determine whether your contracting business thrives or struggles. When a homeowner discovers a pest problem at midnight or needs an emergency HVAC repair, they're not waiting until your business hours—they want answers now. Nick, a serial entrepreneur who has built three organizations to nine-figure revenues, drops a bombshell early in our conversation: "If ...

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62:38

Top 5 Dumbest Mistakes Contractors Make (Are YOU on...

From the Yellow Chair ·

2025/09/16

Send us a text Ever wonder why some contractors seem to explode onto the scene while others struggle for decades without significant growth? The answer lies in avoiding what Crystal Williams and Eric Thomas call "the dumbest marketing mistakes" that plague the contracting industry. This candid conversation dives deep into the nine critical errors preventing contractors from reaching their full potential. At the top of the list: woefully inadequate marketing budgets. While most contractors ho...

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27:27

Pay Smarter, Grow Faster: A Conversation with...

From the Yellow Chair ·

2025/09/09

Send us a text The search for qualified HVAC talent has contractors desperate for innovative solutions. In this eye-opening conversation, Crystal welcomes Flavia De La Fuente, founder of Field Pay, who's pioneering a revolutionary approach to compensation that's transforming how service businesses recruit, retain, and motivate their teams. Flavia reveals how today's workforce expectations have fundamentally shifted thanks to the gig economy. When 30% of young adults already earn from side hu...

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30:31

Beyond the Algorithm: Marketing That Doesn’t Bow to...

From the Yellow Chair ·

2025/09/02

Send us a text Feeling trapped in the Google advertising hamster wheel? You're not alone. As contractors face rising ad costs and diminishing returns from traditional search marketing, many are desperately seeking alternatives—but fear venturing into unfamiliar territory. This episode dismantles the myths surrounding lead aggregation platforms like Yelp, Thumbtack, Angie, and Nextdoor. Rather than dismissing these platforms based on outdated perceptions or single negative experiences, we exp...

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36:05

You're Only as Strong as Your Bench: Why Team...

From the Yellow Chair ·

2025/08/26

Send us a text Ever wonder why your service business hits a ceiling despite your best marketing efforts? The answer might not be in your advertising strategy but in your leadership bench strength. In this enlightening conversation, Crystal welcomes leadership strategist Elise from Velocity Leader to explore how contractors can build depth on their teams. Drawing from her experience coaching over 150 contractors annually, Elise shares invaluable insights about identifying and developing leade...

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12:24

"Tracking Marketing- How do I Know if my Marketing is...

From the Yellow Chair ·

2025/08/19

Send us a text Ready to transform your contracting business? Crystal, co-founder and lead strategist at Lemon Seed Marketing, breaks down the three essential mindshifts that separate thriving contractors from those constantly struggling with marketing frustrations. First, you must recognize that you already have a brand whether you're actively managing it or not. Your logo, customer experiences, reviews, and market presence collectively form your brand identity. The question isn't whether yo...

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22:25

Money Talks: Using Financing to Speak Your Customer’s...

From the Yellow Chair ·

2025/08/12

Send us a text "Why would you not offer financing when it can increase your ticket price by 30% and close over 50% more deals?" This compelling question from Gail, Account Executive at FTL Finance, sets the tone for a conversation that could transform how contractors approach sales in today's market. Many contractors mistakenly believe financing is only for price-shoppers or worry that discussing payment options makes them sound pushy. The reality? Modern consumers expect financing options f...

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47:37

Funnel Vision: How to Turn Your Marketing Into Momentum

From the Yellow Chair ·

2025/08/05

Send us a text Think your Google rankings are all that matter? Think again. In this eye-opening conversation, marketing strategist Jonathan Bannister challenges everything contractors believe about digital marketing with his provocatively titled new book, "F*** Digital Marketing: Why Building a Memorable Brand Matters More Than Rankings." Bannister takes us on his unlikely journey from police officer to marketing expert, revealing how a desperate career pivot in 2014 led him to discover hard...

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56:38

Marketing that Clicks- and It’s Not Just Digital Ads

From the Yellow Chair ·

2025/07/29

Send us a text Throw away the notion that digital marketing alone can build your home service business. In this eye-opening conversation, Lemon Seed Marketing founders Emily and Crystal reveal why so many contractors struggle with marketing that actually works—and how to fix it. The key lies in their signature three-bucket framework: be memorable (building your brand), be discoverable (generating leads through call-to-action marketing), and foster your existing customer database. This strate...

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13:32

Marketing Gut Check: Tracking, Strategy, and the...

From the Yellow Chair ·

2025/07/22

Send us a text Tired of guessing whether your marketing dollars are working? You're not alone. This eye-opening episode tackles the critical but often overlooked aspect of contractor marketing: proper tracking and measurement. Most contractors struggle to connect their marketing efforts to actual results. Without reliable tracking systems, we're left making gut decisions that may feel right but lack the data to support them. I break down why tracking matters, how to implement it effectively,...

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50:54

Family Ties- HVAC Marketing, Sales, and More with...

From the Yellow Chair ·

2025/07/15

Send us a text Have you ever wondered how some family businesses not only survive but thrive across generations? In this captivating conversation, Tucker Yarbrough reveals the remarkable journey of Yarbrough & Sons, a home service company that's grown from a $4.5 million business to pacing at $13 million by staying true to their roots while embracing innovation. Tucker opens up about being a "trade baby" – growing up in the business his parents founded in 1988, stepping away as his paren...

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26:21

Trust Over Tactics: Why Brand Reputation Wins in Home...

From the Yellow Chair ·

2025/07/08

Send us a text Have you ever wondered why some home service companies thrive while others struggle despite similar services and prices? The secret lies in something deceptively simple yet profoundly powerful: brand reputation. In this eye-opening episode, Crystal breaks down why brand reputation consistently outperforms quick-win marketing tactics for HVAC, plumbing, electrical, roofing, and pest control companies. She shares her firsthand experience working with family businesses in these i...

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23:55

Bye-Bye Tire Kickers: Marketing That Handles Price...

From the Yellow Chair ·

2025/07/01

Send us a text Every contractor has experienced it – that sinking feeling when you're tagged in a neighborhood group post asking for the "cheapest HVAC company." Or the frustration of price-shopping calls that waste your time. What if you could transform your marketing to eliminate these tire kickers before they even reach your CSRs? In this value-packed episode, Crystal breaks down exactly how successful contractors position their brands to attract clients who appreciate quality over price....

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21:03

Marketing Techniques to Finish Summer Strong

From the Yellow Chair ·

2025/06/24

Send us a text The relentless summer heat isn't just taxing your technicians—it could be hiding a golden opportunity to maintain your business momentum straight into fall. If you're guilty of the all-too-common contractor mistake of coasting through August only to panic in September, this episode delivers the wake-up call and actionable strategy you need. Crystal dives deep into the four essential steps that keep your marketing machine humming regardless of season. First, she challenges you ...

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40:04

The Power of Processes in your Business

From the Yellow Chair ·

2025/06/17

Send us a text The difference between a thriving home service business and one where the owner works endless hours isn't marketing or sales tactics—it's solid operational systems. Terry Nicholson, industry veteran and visionary behind Praxis S10, joins Crystal to reveal the hidden power of processes in creating sustainable growth. Terry pulls back the curtain on what he calls "the hero trap"—that addictive feeling of being needed for every decision that eventually becomes a prison, preventin...

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29:01

Rebranding the Pest Control Industry: The Spot On Story

From the Yellow Chair ·

2025/06/10

Send us a text Crystal welcomes her sister Tiffany Nash, general manager of Spot On Pest Control, to discuss their journey of rebranding a pest control company and driving explosive growth in East Texas. • Growing up in a family heating and air conditioning business that started in 1974 • Tiffany's transition from 15 years in education to joining Lemon Seed Marketing • Acquiring Lone Star Pest and Termite, a successful one-man operation with minimal marketing • Creating the "Spot On" brand w...

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21:47

Why Your Marketing Feels Random And How To Fix It

From the Yellow Chair ·

2025/06/03

Send us a text Crystal discusses why many contractors feel their marketing is random and ineffective, and provides practical solutions for creating a strategic, cohesive marketing plan that aligns with business goals. • Marketing without strategy leaves contractors feeling unsettled and disorganized • True marketing encompasses branding, advertising, content, and community involvement • Many contractors have advertising plans but lack comprehensive marketing strategies • Reactive marketing h...

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21:54

AI With a Soul: How Michael Wheelock Helps...

From the Yellow Chair ·

2025/05/27

Send us a text Today we explore how contractors can use AI to enhance personal connections with customers while maintaining their unique brand identity. Michael Wheelock from Affiliated Tech shares how their AI tools analyze customer interactions to improve service quality, identify at-risk clients, and boost retention rates without sacrificing the human touch. • AI can analyze calls to identify customers at risk of leaving or sales opportunities without replacing human interaction • Persona...

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26:32

Taking Flight: How Wingman AC Rebranded to Soar Higher

From the Yellow Chair ·

2025/05/20

Send us a text Connor and Caroline of Wingman Heating and Cooling share how they transformed their company through rebranding, from their former identity as Auburn Premier Air to creating a distinctive brand that reflects their family values and company culture. • Making the decision to rebrand despite fears and uncertainties • Choosing a name and identity that allows for future market expansion beyond Auburn • Creating a brand centered around their family dog Kai as the company mascot • Bui...

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186 results

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