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
198 episodes
Behind the Curtain of an Internal CMO
Want a marketing plan that survives platform changes, rising CPCs, and slow seasons? We sit down with CMO Matt Tyner to unpack a practical playbook for home service companies that blends brand building with capacity-aware demand generation. Fro...
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Episode 199
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43:34
Behind the Scenes: Great American Brand Story 2025 Winners, Skagit Plumbing
A new logo didn’t change everything—owning a clear promise did. We sit down with Mark and Teresa Summers of Skagit Plumbing to unpack how winning the Great American Brand Story set off a deeper transformation: a cousin-made logo gave way to a b...
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Episode 198
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32:04
Unlock the mystery of building a strong foundation with Dave Sullivan
Ready to stop chasing topline and start building a business that lasts? We sit down with Dave Sullivan—third-generation contractor, founder of The Roofer Show, and coach to growth-minded owners—to unpack how real progress comes from balancing t...
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Episode 197
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28:55
Creative Ways To Show Thanks To Your Customers
Loyalty doesn’t happen at the invoice; it happens in the simple, human moments after the job. We break down a practical gratitude playbook for home service brands—HVAC, plumbing, electrical, and beyond—so you can turn happy customers into repea...
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Episode 196
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13:36
Smart Pricing in Home Services: Profits without fear
Ever wonder why some shops can charge premium prices without flinching while others apologize their way through every estimate? We unpack the playbook for home service pros who want to price with confidence, execute with precision, and market w...
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Episode 195
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21:49
The Importance of the Speed to Lead With Danielle from Contractors In Charge
Leads aren’t dying. They’re expiring while your team gets to them. We unpack a practical playbook for contractors to capture more jobs without buying more clicks, focusing on speed to lead across online scheduling, AI-enabled chat, and automate...
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Episode 194
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21:11
From Technician to Leader: The Untold Transition
Tired of launching “great ideas” that die in the field? We break down a practical playbook for moving from technician to owner and getting your team to champion marketing initiatives without the eye rolls. The throughline: earn trust, speak wit...
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Episode 193
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13:47
Ugh, Another Slow Month?!? Is it Ops or Marketing?
Shoulder season has a way of telling the truth. When the weather stops handing you leads, response-based digital channels cool off, and the real drivers of growth—outbound effort and tight operations—step into the spotlight. We walk through a p...
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Episode 192
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14:56
Navigating your business with your partner - the good, the bad, the ugly
What if working with your spouse or sibling could be your unfair advantage instead of a constant tug-of-war? We sit down with women leading HVAC, plumbing, electrical, and home service companies to unpack the real playbook for thriving in busin...
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Episode 191
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42:02
3 Home Service Marketing Strategies You’ve Probably Never Tried (But Really Should)
Ever wonder why some home service brands feel trustworthy before they even quote the job? We pull back the curtain on three simple, overlooked moves that stack trust fast: a brand ecosystem audit, a hyperlocal micro influencer network, and a do...
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Episode 190
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20:30
Maintenance Club EXTRAS: Growing Revenue During the Slow Season
Phones get quiet, bills don’t. We tackle the slow-season squeeze head-on with a blueprint for building maintenance clubs that are easy to sell, rich with perks, and powerful enough to turn downtime into dependable revenue. Rachel kicks things o...
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Episode 189
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20:04
Stop the Scatter: Smart Marketing Systems for Home Service Businesses
Most contractors don’t have a marketing problem—they have a systems problem. We sat down with Skip Wilson, CEO of Draft Media Partners and a veteran of iHeart’s digital era, to break down how to replace tactic-hopping with a durable plan that c...
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Episode 188
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32:42
From Operator to Owner: Scaling Smarter with Ryan Lee
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...
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Episode 187
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31:20
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
