From the Yellow Chair

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.

Send us a textThe 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, preventing both business growth and personal freedom. "You're no longer building a company," Terry explains, "You're building a job that you can't replace yourself from." This resonates deeply with contractors caught in the daily grind of firefighting instead of strategic growth.What makes this conversation particularly valuable is Terry's practical approach to implementation. Rather than overwhelming business owners with complex system overhauls, he advocates starting small: "Pick one thing that's going to have a major impact on your business and focus on that." He shares a powerful case study of a company that went from four consecutive months of losses to earning $183,000 in profit through implementing just two targeted processes.The discussion takes a fascinating turn when exploring how processes intersect with hiring practices. Terry outlines his three-step framework for leadership success—hire the right people, educate them properly, and hold them accountable—while emphasizing the importance of finding team members whose values align with the company. As he puts it, "If you try to hire a duck and attempt to turn that duck into an eagle, what do you think the probability of success is going to be?"For contractors looking to escape the daily grind while building more profitable businesses, this episode delivers actionable wisdom from someone who's helped countless home service companies make the transition from chaos to freedom through systems. The real question becomes: are you ready to work ON your business rather than IN it?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 textCrystal 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 with Johnny the ladybug mascot, named after their grandfather• How the mascot brings joy while raising awareness for mental health issues affecting their family• Investing $80,000 in initial marketing including a mascot costume, jingle, billboards, and radio ads• Implementing subscription-based payments and premium services like dewebbing• Achieving 275% revenue growth in their first year through consistent brand implementation• Building value to justify premium pricing in a market full of cheaper competitors• The importance of trusting the process, taking calculated risks, and pivoting when necessaryVisit spotonpestcontrol.com to see the brand in action or email Tiffany at tiffany@spotonpestcontrol.com with questions. If you enjoyed this episode, please leave a review on Google or your preferred podcast platform.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 textCrystal 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 happens when you scramble for leads instead of planning ahead• Plan marketing at least one quarter at a time with themes, tactics, budget, and creative elements• Average ticket values and conversion rates must be tracked to evaluate marketing effectiveness• Successful marketing requires both consistency of message and frequency of delivery• Brand-forward (not tactic-forward) approaches create recognition and trust• Different marketing tactics serve different purposes and should be measured accordingly• Tracking and measurement systems prevent wasting money on ineffective marketing• Marketing is "a game of chess that you sit down and never get to get up" - always evolvingIf you've enjoyed this episode of From the Yellow Chair, please leave a review. If you need help creating an organized marketing strategy, contact Lemon Seed Marketing to work with Crystal directly.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 textToday 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• Personalized service consistently outperforms rushed customer interactions in closing deals and building relationships• Call recording and analysis helps enforce brand standards across all customer touchpoints• Technology can transcribe calls, summarize interactions, and integrate with existing software systems• Using sentiment analysis allows companies to address negative experiences before they become poor reviews• Call recordings provide training opportunities and recognition for excellent customer service• Successful implementation requires transparency with both customers and employees about recording purposes• The right AI approach helps contractors scale while maintaining their unique brand voice and valuesReady to explore how your business can grow without losing your brand voice? Reach out to the team at Affiliated Tech via sales@affiliatedtech.com to learn how their solutions can help improve your operations.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!