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 the grind at Lemon Seed Marketing, but this podcast is an outlet for us to share their experiences with the masses, From the Yellow Chair.
Episodes
185 episodes
AI-Powered Sales: How Distance Helps Service Businesses Win More
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 ...
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Episode 186
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26:18
Top 5 Dumbest Mistakes Contractors Make (Are YOU on our List?)
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 th...
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Episode 185
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1:02:38
Pay Smarter, Grow Faster: A Conversation with FieldPay’s Flavia de la Fuente
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 tha...
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Episode 184
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27:27
Beyond the Algorithm: Marketing That Doesn’t Bow to Google
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 unfamili...
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Episode 183
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30:31
You're Only as Strong as Your Bench: Why Team Strength Matters in Home Services
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 lea...
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Episode 182
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36:05
Tracking Marketing- How do I Know if my Marketing is Working?
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 frustra...
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Episode 181
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12:24
Money Talks: Using Financing to Speak Your Customer’s Language
"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 con...
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Episode 180
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22:25
Funnel Vision: How to Turn Your Marketing Into Momentum
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*...
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Episode 179
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47:37
Marketing that Clicks- and It’s Not Just Digital Ads
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 work...
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Episode 178
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56:38
Marketing Gut Check: Tracking, Strategy, and the Truth Behind the Data
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...
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Episode 177
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13:32
Family Ties- HVAC Marketing, Sales, and More with Tucker Yarbrough
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 fro...
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Episode 176
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50:54
Trust Over Tactics: Why Brand Reputation Wins in Home Services
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 episo...
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Episode 175
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26:21
Bye-Bye Tire Kickers: Marketing That Handles Price Objections Before the Call
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...
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Episode 174
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23:55
Marketing Techniques to Finish Summer Strong
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 on...
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Episode 173
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21:03
The Power of Processes in your Business
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 Crysta...
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Episode 172
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40:04
Rebranding the Pest Control Industry: The Spot On Story
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 conditi...
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Episode 171
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29:01
Why Your Marketing Feels Random And How To Fix It
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 leave...
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Episode 170
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21:47
AI With a Soul: How Michael Wheelock Helps Contractors Stay Personal in a Tech-Driven World
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 s...
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Episode 169
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21:54
Taking Flight: How Wingman AC Rebranded to Soar Higher
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 cultu...
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Episode 168
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26:32
Promo & No Mojo : When bad ads happen to good contractors— and how to turn it around.
Ever feel like you're throwing marketing dollars into a black hole and praying something works? You're not alone. In this refreshingly honest episode, we're peeling back the layers on what's really holding home service contractors back from mar...
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Episode 167
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20:49
Your Brand Breakthrough Starts Here
Ever wonder what $150,000 in professional branding and business resources could do for a contracting company? The answer might surprise you—it could completely transform their trajectory.When Lemon Seed Marketing dreamed up the Great Am...
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Episode 166
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24:13
Beyond the Logo: Building a Brand That Lasts
Ever wondered why some home service businesses become household names while others remain forgettable? The secret isn't just clever digital marketing or a fancy logo—it's building genuine community relationships that transform customers into ra...
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Episode 165
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21:38
Culture that Converts: How Thaddeus Tondu Built a Team that Powers Marketing Results
Culture isn't just a buzzword – it's the foundation that determines whether businesses thrive or merely survive. This conversation dives deep into why prioritizing people before products and profits creates sustainable success. The...
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37:50
Hooked on Growth: Tim Brown’s Approach to Marketing That Scales
Digital marketing frustrates many contractors, but what if the secret isn't finding the perfect channel—but creating a powerful strategy where everything works together? Tim Brown, CEO of Hook Agency, joins Crystal to unpack what t...
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39:17
Show Up, Stand Out, Scale: Jen McKee’s Formula for Social Media Marketing Success
What happens when social media shifts from an obligatory marketing checkbox to a strategic centerpiece of your brand-building efforts? Jen McKee, founder of Kee Hart Marketing, joins Crystal to unpack exactly how contractors and home service bu...
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Episode 162
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32:35
