From the Yellow Chair

Send us a textWhat if your marketing wasn’t a stack of disconnected tools but a living system that turns attention into revenue every day? We sit down with Kathrine Farris of MarkeTecs to map the path from inspired ideas to measurable conversions, showing how creativity and technology can finally pull in the same direction.Kathrine shares how a speaker-dependent business transformed into a scalable digital brand by productizing expertise: online courses, downloadable workbooks, and live-streamed events with recordings that kept earning. We unpack why a strong lead magnet beats a generic newsletter box, how to build a nurture sequence that actually fires, and the importance of a single message that stays consistent across your website, Instagram, Facebook, email, and SMS. When every promise is delivered on time, trust grows—and so do sales.We also dive into AI where it truly helps. From knowledge-based chat and voice agents that answer real customer questions to responsibly disclosed AI “clones” that create on-brand video content, we explore how to remove bottlenecks without losing authenticity. Then we tackle platform sprawl. Katherine explains why HighLevel has become her go-to all-in-one: CRM, automation, funnels, scheduling, and reporting in one place, plus white-labeled templates that slash setup time. The result? Cleaner data, fewer logins, and real cost savings—like dropping from $1,700 a month to $300 while gaining more capability.If you want a marketing engine that captures, nurtures, and converts—without burning your team out—this conversation lays out the blueprint. Subscribe, share with a teammate who’s drowning in tools, and leave a review telling us the one workflow you’re excited to automate next.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 textWhat if the trait you’re most proud of—being the one who always steps in—quietly destroys your profit and peace of mind? We dive into over-responsibility as a hidden profit killer and lay out a practical plan to reclaim your time, your culture, and your margins. With leadership coach and author Roger Daviston, we break down the mindset shift that changes everything: you are responsible to your team, not for your team.We get specific about what boundaries look like in home services. From the installer who wants you to fix a supplier problem, to the friend who bypasses dispatch for a “quick favor,” to the manager who avoids hard talks, we share scripts and frameworks that push responsibility back to role owners. You’ll hear how “What do you think you should do?” becomes a coaching habit, not avoidance, and how trust but verify systems prevent chaos without smothering initiative. We also tackle the painful costs of inconsistency—underperformers lingering, KPIs tracked then ignored, family exceptions eroding standards—and how documented expectations and progressive discipline restore clarity.This conversation is a playbook for building a culture of ownership: clear role ownership, process adherence, measurable accountability, and the courage to let things break so people can learn. Roger shares resources on the service call process and team alignment, and we connect the dots between healthy leadership and better marketing outcomes—because confident, supported teams show up differently for customers. Ready to stop bottlenecking decisions, reduce callbacks, and scale beyond your personal capacity? Press play, take notes, and try the questions and boundaries we outline today.If this helped, subscribe, share the show with a fellow contractor, and leave a quick review so more owners can find it. What’s one boundary you’ll set this week?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 textStop chasing silver bullets and start stacking real wins. We’re taking you through the most useful, unfiltered moments of 2025—what worked for contractors, what flopped, and how to build a brand that outlasts any algorithm. From booking rate benchmarks to campaign thinking, we connect the dots between operations, marketing, and customer experience so your plan actually matches your revenue goals.We kick off with a reality check on trends: if your call center isn’t converting near 85 percent and your pricing isn’t clear, AI won’t save you. Tom breaks down short vs long purchase cycles with a simple example you won’t forget, and we translate that into a durable media plan that compounds over quarters. Jess gives “CRM therapy” on why one bad workaround ruins reporting and targeting, while Jen’s 3S framework—show up, stand out, scale—keeps your content engaging without flooding feeds with offers no one wants to share.Then we get into brand, community, and campaigns that actually convert. The loudest ads didn’t win—showing up locally did. We call time on the$49 tune-up crutch and show how story, team, and visuals make offers believable. We also look ahead to geothermal and high-performance HVAC as differentiation plays rooted in measurable savings, not hype. The throughline is simple: diversify, stay consistent, and align your brand voice from the truck to the phone to the technician at the door.If you want 2026 to be a breakthrough year, start with strategy, budget with courage, and keep your customer experience on-brand at every touch. Subscribe, share this with a friend in the trades, and leave a quick review to tell us the first fix you’re making. Your move.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 textWant your marketing to feel smoother, your sales to close faster, and your decisions to get easier? We dig into the real gifts of a strong brand and why it’s the best investment you can make heading into a new year. Forget the myth that a brand is just a logo. We break down how clarity, trust, and consistency shape everything from first impressions to lifetime value, and we share practical ways to make your message unmistakable and your execution repeatable.We start by redefining brand as a promise people can recognize and rely on. Then we explore how consistency across uniforms, truck wraps, phone scripts, and ad creative builds trust before you ever shake a hand. You’ll hear why “being remembered beats being noticed,” how mascots and taglines create recall, and how that recall lowers your lead costs by shifting searches from “who can fix my AC” to “call you by name.” We also pull back the curtain on tracking and spend: without a cohesive brand, your advertising dollars work harder and deliver less. With it, you spend smarter, not louder.You’ll walk away with clear action items: audit your message for clarity and uniqueness, pick a specific brand pillar that guides behavior, clean up visual assets across every channel, and map the customer journey from first sight to follow-up. We also cover recognition, differentiation, and demand as the three compounding gifts great brands deliver—turning your marketing into a memory machine and your business into the default choice when problems strike. Ready to build a brand that outlives algorithms, seasons, and platforms? Hit play, take notes, and then put the plan to work.Special offer for listeners: mention you heard this on the podcast in the intake form at lemonseedmarketing.com and get $1,000 off a brand package. If this helped, follow, share with a friend, and leave a review so more builders and owners can find 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 textWant 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. From HVAC to roofing, Matt’s path reveals why the cheapest leads come from strong brands, how consistent execution compounds, and where most contractors accidentally sabotage their results.We get tactical fast: schedule blocking that protects strategy time, capacity boards that guide spend, and a weekly reporting rhythm that replaces guesswork with clarity. Matt outlines the metrics he tracks—booking rate, set rate, close rate, average ticket, reviews, NPS, and referrals—and explains how a dedicated follow-up team added millions in closed revenue without turning up the pressure. You’ll hear why education-first newsletters outperform coupon blasts, what a thoughtful 120-day estimate cadence looks like, and how to keep tone aligned with your sales DNA.If you run multi-location brands, you’ll appreciate Matt’s deep dive on localization. Creative must reflect the market; what works in the Midwest can ring false in Florida. We talk about filming smarter, tightening shots, and adapting social and media mixes to demographics and seasonality. And when it comes to channel strategy, Matt makes the case for diversification: balance SEO, LSA, PPC, direct mail, OTT/CTV, OOH, referrals, and community partnerships so no single platform can derail your pipeline.The throughline is simple and demanding: consistency is the real silver bullet. Stick with partners long enough to learn, keep budgets steady enough to measure, and show up for your community so trust precedes every search. If you’re ready to get brand-forward, tighten your follow-up, and lead with empathy while you scale, this conversation will give you concrete steps to start today.If this resonated, subscribe, leave a review, and share it with a contractor friend who needs a steadier plan. What will you commit to doing consistently over the next quarter?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!