From the Yellow Chair

Send us a textEver 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 leadership potential within your existing team.The discussion tackles the uncomfortable truth many contractors face: technical excellence doesn't automatically translate to leadership ability. Just because someone is your best technician doesn't mean they should manage your team. Leadership requires a distinct set of skills – emotional intelligence, communication flexibility, and the ability to stay calm under pressure. As Elise points out, "If you look at the most calm person in a room, that's your leader, regardless of title."Both experts emphasize that leadership development must start with self-awareness from the top. Before building your bench, you must become "a leader worth following" who models the behaviors you expect. This means confronting common roadblocks like fear of letting go, perfectionism, and the need for control that prevent many contractors from developing strong teams.The conversation provides practical tools for leadership development, including DISC training to understand communication styles, the "delegate and elevate" framework to identify strengths, and creating clear systems that remove excuses through documentation. Most importantly, they affirm that leadership can absolutely be taught to those who "get it, want it, and have capacity for it."Ready to break through your revenue ceiling? Stop doing everything yourself and start developing the bench strength that will carry your business forward. Your future growth depends not on how hard you work, but on how effectively you develop others to lead alongside you.If you enjoyed this chat From the Yellow Chair, consider joining our newsletter, "Let's Sip Some Lemonade," where you can receive exclusive interviews, our bank of helpful downloadables, and updates on upcoming content. Please consider following and drop a review below if you enjoyed this episode. Be sure to check out our social media pages on Facebook and Instagram. From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com Interested in being a guest on our show? Fill out this form! We'll see you next time, Lemon Heads!

Send us a textReady 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 you have a brand—it's whether you're controlling it. Crystal debunks the myth that effective branding requires mascots (though she admits to loving them), explaining that consistency across all touchpoints is what truly matters. Whether it's your distinctive color scheme, memorable tagline, or unique visual elements, successful branding demands intentionality rather than leaving your reputation to chance.The second critical mindshift addresses a common contractor pitfall: expecting immediate, measurable returns from every marketing dollar spent. As Crystal colorfully puts it, "scared money don't make money." The most successful contractors approach marketing as an ecosystem where multiple strategies work together, rather than isolated tactics with one-to-one ROI. This requires patience and sustained investment—ideally 7-10% of revenue, not the insufficient 2% many allocate. Crystal warns against cutting marketing budgets when immediate results aren't visible, explaining how this creates the very lead droughts contractors fear.Finally, Crystal delivers the uncomfortable truth many contractors need to hear: you must actually run your business like the boss you are. Stop allowing team members to dictate what marketing initiatives they'll support or which upsells they'll offer. By setting clear expectations, creating proper incentives, and knowing your key performance metrics, you establish the foundation for sustainable growth. Without these elements, you're simply "driving a spaceship blind"—orbiting aimlessly without the ability to land.Are you ready to shift your thinking and transform your approach to marketing? Listen now and start building the legacy business you've always dreamed of creating.If you enjoyed this chat From the Yellow Chair, consider joining our newsletter, "Let's Sip Some Lemonade," where you can receive exclusive interviews, our bank of helpful downloadables, and updates on upcoming content. Please consider following and drop a review below if you enjoyed this episode. Be sure to check out our social media pages on Facebook and Instagram. From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com Interested in being a guest on our show? Fill out this form! We'll see you next time, Lemon Heads!

Financing can boost sales and customer satisfaction for contractors. Modern consumers, especially millennials, expect financing options, making large purchases more digestible through manageable monthly payments. The conversation emphasizes the importance of understanding customer needs and building trust. By leading with payment plans during sales discussions, contractors can enhance experiences and increase close rates. The podcast advocates for adopting financing as a strategic tool in marketing and customer relations, positioning it as a necessity for competitive success.

Jonathan Bannister, a former police officer turned marketing strategist, discusses the pitfalls of traditional digital marketing in his new book, "F*** Digital Marketing." He reveals that contractors often chase only the small percentage of homeowners looking for services while neglecting the vast majority. Bannister warns that with the rise of AI, brand recognition will soon outweigh SEO. His compelling story of a 97-year-old company's rebranding disaster underscores the risks of poor strategy, highlighting the importance of authentic storytelling and effective branding in today’s market.

Send us a textThrow 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 strategic approach creates balance and sustainable growth instead of the constant feast-or-famine cycle most contractors experience."You can't outspend a bad brand," Crystal explains, highlighting how many companies throw money at digital marketing while neglecting the foundation that would make those ads perform better. The discussion offers practical insights on diversifying marketing investments across brand-building activities (truck wraps, billboards, radio), lead generation tactics (Google Local Service Ads, direct mail), and customer retention strategies (segmented email marketing, genuine community involvement).The hosts share real-world examples of marketing that clicks, like creating memorable community event experiences, developing strategic email nurture campaigns that don't annoy customers, and setting proper expectations for each marketing tactic. Their engaging, no-nonsense style cuts through industry jargon to deliver actionable advice for contractors ready to build legacy brands.Whether you're struggling to generate consistent leads or looking to take your established company to the next level, this conversation provides the framework to transform your marketing approach. Ready to make marketing that clicks for your business? Visit lemonseedmarketing.com/contact to schedule a discovery call today.If you enjoyed this chat From the Yellow Chair, consider joining our newsletter, "Let's Sip Some Lemonade," where you can receive exclusive interviews, our bank of helpful downloadables, and updates on upcoming content. Please consider following and drop a review below if you enjoyed this episode. Be sure to check out our social media pages on Facebook and Instagram. From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com Interested in being a guest on our show? Fill out this form! We'll see you next time, Lemon Heads!

Send us a textTired 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, and why those fears about tracking numbers looking "non-local" are largely outdated in today's digital world.Each marketing tactic serves a specific purpose in your customer's journey. Billboards build awareness rather than drive immediate calls. Direct mail performs differently in established markets versus new territories. Google search attribution reveals gaps in your retention strategy. Understanding these nuances helps set proper expectations for each marketing channel and allows you to measure true performance.The episode explores common tracking pitfalls, including the infamous "I found you on Google" response that tells you nothing useful, overvaluing social media vanity metrics, abandoning tactics prematurely, and making reactive changes without considering seasonality. With practical advice on implementation and proper attribution, you'll gain clarity on which marketing efforts deliver real value for your contracting business.Ready to transform marketing from a mysterious black box into a data-driven growth engine? Implement proper tracking today and start making decisions based on facts rather than feelings. Your marketing budget—and your bottom line—will thank you.If you enjoyed this chat From the Yellow Chair, consider joining our newsletter, "Let's Sip Some Lemonade," where you can receive exclusive interviews, our bank of helpful downloadables, and updates on upcoming content. Please consider following and drop a review below if you enjoyed this episode. Be sure to check out our social media pages on Facebook and Instagram. From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com Interested in being a guest on our show? Fill out this form! We'll see you next time, Lemon Heads!

Tucker Yarbrough, part of the leadership team at Yarbrough & Sons, discusses his journey in the HVAC family business that grew from $4.5 million to $13 million. He emphasizes the importance of clearly defined roles among his brothers, leveraging their individual strengths. Tucker challenges conventional branding, advocating for consistency over trends with their iconic logo. The talk also covers their innovative shift from pay-per-click advertising to fostering community engagement and transparency in marketing, aiming to build authentic connections with customers.

Discover why brand reputation is the key to success in home services, as companies with trust thrive while others falter. Learn how emotional connections drive customer choices during emergencies. Crystal presents a three-part framework for building trust through authentic branding, community presence, and aligning customer experiences with brand promises. Explore the importance of small details, like truck appearance and CSR interactions, that can either strengthen or weaken your brand's foundation.

Tired of tire kickers? Discover strategies to filter out price-sensitive clients with marketing that emphasizes value. Learn how branding can attract clients who appreciate quality over cost. Crystal shares practical tips, like using before-and-after images and powerful testimonials, to enhance your brand's perception. Plus, get insights on positioning language that sets you apart as premium. Transform your lead quality and boost confidence in pricing discussions!

Discover how to keep your business thriving even as summer winds down. Learn to assess your marketing strategies and focus on high-value customers instead of just chasing leads. Get tips on adjusting your messaging to reach busy decision-making moms before back-to-school. Find out how to set the stage for fall with targeted campaigns and database cultivation. Plus, explore ways to maintain local visibility and community engagement to ensure a strong transition into autumn.