From the Yellow Chair

Lemon Seed
  • 5.0 (35)
  • Marketing
  • Updated Weekly

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.

  1. 4d ago

    The Power of Local: How Community Involvement Grows Your Brand

    Send us Fan Mail Your community should know who you are before they ever need to call. For many home service companies, brand visibility still revolves around advertising, trucks, sponsorship logos, and telling customers why the company is the best. Crystal Williams argues that contractors need something more: real community involvement. Want to build a contractor brand people recognize and trust? Book a call with Lemon Seed Marketing: https://www.lemonseedmarketing.com/contact/ In this episode of From the Yellow Chair, Crystal explains how HVAC, plumbing, roofing, pest control, electrical, and other home service companies can become more visible by showing up in the places their customers already care about. You will learn: • Why local recognition matters • Why your community needs reasons to talk about your company • Where contractors can start showing up • How to choose causes that fit your brand • Why writing a check is not the same as getting involved • How to include your employees in community service • How to set guidelines for sponsorship and donation requests Crystal also challenges contractors to stop trying to support everything. Decide which causes matter to your company, create clear parameters, and invest more deeply in the opportunities that genuinely fit. Your action step this week: Choose one local organization, cause, event, or relationship where your company should be showing up more. Then go own it. Listen to From the Yellow Chair: Apple Podcasts: https://podcasts.apple.com/us/podcast/from-the-yellow-chair/id1598195561 Spotify: https://open.spotify.com/show/1goGP66YLPIxzpX1TxFGvT YouTube: https://youtu.be/7HOrJsrHYNg More contractor marketing resources: https://www.lemonseedmarketing.com/contractor-marketing-podcast/ 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!

    The Power of Local: How Community Involvement Grows Your Brand

  2. Sep 1

    Your Reputation Is Bigger Than Your Reviews

    Send us Fan Mail Your Google rating is only one piece of your reputation. Before a homeowner ever searches your company, they may have already heard about you from a neighbor, interacted with one of your employees, seen your trucks around town, watched you support a local organization, or heard how you handled a problem. That is your reputation too. If your company has grown but your brand, customer experience, and marketing are not creating the reputation you want, talk with Lemon Seed Marketing: https://www.lemonseedmarketing.com/contact/ In this episode of From the Yellow Chair, host Emily Fleniken explains why contractors need to think beyond review count and start intentionally building the kind of reputation that generates trust, referrals, repeat business, and loyal customers. YOU WILL LEARN: • Why strong Google reviews do not always equal a strong reputation • Why customers remember how your team made them feel • How CSRs can build trust before the technician arrives • Why small acts of care create stories customers tell other people • How community involvement builds familiarity and trust • Why relationships and referrals belong in your marketing strategy Emily challenges contractors to stop asking only how they can collect more five star reviews and start asking a more important question: What are we doing that makes people want to recommend us? ABOUT EMILY Emily Fleniken is a host of From the Yellow Chair. In this solo episode, she shares practical ways home service companies can strengthen the reputation being created through their employees, customer experience, community involvement, and relationships. LISTEN AND FOLLOW Apple Podcasts: https://podcasts.apple.com/us/podcast/from-the-yellow-chair/id1598195561 Spotify: https://open.spotify.com/show/1goGP66YLPIxzpX1TxFGvT YouTube: https://youtu.be/pg0FXbRzyjM More From the Yellow Chair: https://www.lemonseedmarketing.com/contractor-marketing-podcast/ Lemon Seed Marketing helps home service contractors build stronger brands and smarter marketing strategies designed for long term growth. 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!

    Your Reputation Is Bigger Than Your Reviews

  3. Aug 25

    The Homeowner's Cheat Sheet: What Customers Really Look For Before They Call

    Send us Fan Mail Before They Call: What Homeowners Look for on Contractor Social Media A homeowner sees your truck, hears your name, or finds you on Google. Then they start investigating. What does your social media tell them? 👉 If your marketing is not showing homeowners why they should trust your company, talk with Lemon Seed: https://www.lemonseedmarketing.com/contact/ In Episode 235 of From the Yellow Chair, Crystal Williams and Emily Fleniken break down the homeowner’s social media cheat sheet and explain what customers actually want to see before deciding which contractor to call. The answer is not another perfectly designed graphic. It is proof. Real employees. Real jobs. Real trucks. Real projects. Real community involvement. Real personality. In this episode: • Why showing real people builds trust and memorability  • How contractors can create a reusable photo bank  • Why before and after photos should become part of your operational process  • Video topics that can help customers understand financing, IAQ, and your services  • Why culture and community content gets attention  • How to audit your social profiles today  • Simple ways to create local content without an elaborate production plan Crystal and Emily also explain why consistency matters more than waiting for the perfect piece of content. About the hosts Crystal Williams and Emily Fleniken are marketing strategists at Lemon Seed Marketing. Lemon Seed helps home service contractors organize their marketing, create intentional budgets and strategies, build memorable brands, and become the easy choice in their markets. Book a conversation with Lemon Seed: https://www.lemonseedmarketing.com/contact/ Apple Podcasts: https://podcasts.apple.com/us/podcast/from-the-yellow-chair/id1598195561 Spotify: https://open.spotify.com/show/1goGP66YLPIxzpX1TxFGvT More episodes: https://www.lemonseedmarketing.com/contractor-marketing-podcast/ 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!

    The Homeowner's Cheat Sheet: What Customers Really Look For Before They Call

  4. Aug 18

    The Power of Brand Colors

    Send us Fan Mail How much money are you spending trying to make an unmemorable brand memorable? If your truck could belong to five other HVAC companies, your social content could carry another contractor’s logo, and your brand relies on “everybody already knows us,” you may have a bigger problem than advertising. Want Lemon Seed to take a look at how your brand is showing up in the market? Book a call: https://www.lemonseedmarketing.com/contact/?utm_source=podcast&utm_medium=organic&utm_campaign=ftyc_ep234&utm_content=show_notes In Episode 234 of From the Yellow Chair, Crystal Williams and Emily Fleniken are joined by Jen McKee of Kee Hart Marketing to explore what makes a business truly recognizable. Using Lemon Seed’s signature yellow and Jen’s purple and sequins as examples, they explain how color, consistency, personality and intentional branding create something customers can remember before they ever need to make a service call. You’ll hear: • Why a brand needs more than a recognizable logo  • How color creates top of mind awareness  • Why contractors often overestimate how recognizable their businesses are  • How poor branding can make other marketing investments work harder  • What contractors should know before changing their brand  • How to launch a rebrand without confusing the market  • Why your brand should communicate the quality of the experience customers can expect About Jen Jen McKee of Kee Hart Marketing works with businesses in the home service industry and has become known throughout the industry for her unmistakable purple and sequins. In this conversation, she shares how those recognizable elements became part of her brand and why memorable businesses give people something specific to associate with them. Listen and follow Apple Podcasts:  https://podcasts.apple.com/us/podcast/from-the-yellow-chair/id1598195561 Spotify:  https://open.spotify.com/show/1goGP66YLPIxzpX1TxFGvT Watch on YouTube:  https://youtu.be/wYkvv99zfSE More from From the Yellow Chair: https://www.lemonseedmarketing.com/contractor-marketing-podcast/ From the Yellow Chair is powered by Lemon Seed Marketing, a full service marketing and branding agency serving home service contractors. 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!

    The Power of Brand Colors

  5. Aug 11

    The AI Advantage Contractors Can't Ignore

    Send us Fan Mail You may not need more leads. You may need to stop losing the ones you already have. Want help identifying where your marketing is producing demand but your business is losing the opportunity? Book a call with Lemon Seed Marketing: https://www.lemonseedmarketing.com/contact/?utm_source=podcast&utm_medium=organic&utm_campaign=ftyc_ep233&utm_content=show_notes In Episode 233 of From the Yellow Chair, Crystal talks with Dave Utku Kaynar of OnePath about how AI is changing lead management for home service contractors. Instead of focusing on complicated technology, they focus on a much more practical question: How can AI help you respond faster, follow up more consistently, and improve the customer experience without replacing the people who already make your business great? Dave explains why speed to lead is becoming a basic expectation, why follow up is an enormous missed opportunity for many contractors, and where he would implement AI first if he owned a home service company today. You will hear: • Why slow response times can undermine your marketing investment • Why Dave recommends starting AI implementation with lead management • How AI can support CSRs with overflow, after hours inquiries, missed opportunities, and repetitive requests • Why AI should not automatically replace human interaction • How the customer experience begins long before a technician reaches the home • Why contractors should measure response time before buying another technology platform About Dave Utku Kaynar Dave has spent years working at the intersection of artificial intelligence and home services. His experience includes AI dispatch technology, lead management, OnePath, and Contractor in Charge. Learn more: https://onepath.ai/ Follow From the Yellow Chair Apple Podcasts: https://podcasts.apple.com/us/podcast/from-the-yellow-chair/id1598195561 Spotify: https://open.spotify.com/show/1goGP66YLPIxzpX1TxFGvT YouTube: https://youtu.be/aWGC1rdSOdg More contractor marketing resources and episodes: https://www.lemonseedmarketing.com/contractor-marketing-podcast/ Lemon Seed Marketing serves home service contractors as a fractional marketing department and branding partner, helping companies build stronger brands and more intentional marketing strategies. 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!

    The AI Advantage Contractors Can't Ignore

  6. Aug 4

    Stop Copying Your Competitor's Homework

    Send us Fan Mail Does your company look and sound like every other contractor in your market? That sameness is not harmless. When customers cannot tell companies apart, they compare more options, rely more heavily on price, and force every contractor to spend more money earning attention. Ready to build a brand and marketing playbook that is actually yours? Book a call with Lemon Seed Marketing: https://www.lemonseedmarketing.com/contact/?utm_source=podcast&utm_medium=organic&utm_campaign=ftyc_ep232&utm_content=show_notes_primary_cta In this episode of From the Yellow Chair, Crystal Williams explains why contractors copy their competitors, how imitation makes brands forgettable, and what it takes to become the company customers remember first. You will learn: • Why looking like everyone else can increase your cost per lead • How to use other companies for inspiration without imitating them • Why recognition and emotional connection influence customer choice • How community involvement and brand consistency work together • Three questions every contractor should answer about uniqueness, investment, and professional guidance • Why the best marketing leaders continue evolving while competitors try to catch up Featured speaker: Crystal Williams of Lemon Seed Marketing Watch the episode on YouTube: https://youtu.be/qZeS5vWIlHo Follow the show on Apple Podcasts: https://podcasts.apple.com/us/podcast/from-the-yellow-chair/id1598195561 Follow the show on Spotify: https://open.spotify.com/show/1goGP66YLPIxzpX1TxFGvT Explore more episodes: https://www.lemonseedmarketing.com/contractor-marketing-podcast/ Lemon Seed Marketing helps home service contractors build recognizable brands, make smarter marketing decisions, and lead their vendors with a clear strategy. 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!

    Stop Copying Your Competitor's Homework

  7. Jul 28

    Your Community Is Your Greatest Marketing Asset

    Send us Fan Mail Private equity may be able to outspend your company, but it cannot manufacture genuine local trust. Book a marketing strategy call with Lemon Seed: https://www.lemonseedmarketing.com/contact/?utm_source=buzzsprout&utm_medium=organic&utm_campaign=ftyc_ep231&utm_content=show_notes In this episode of From the Yellow Chair, Crystal Williams and Emily Fleniken explain why your community may be one of your company’s most valuable marketing assets. They share practical ways contractors can build visibility and trust before a homeowner is facing an emergency. The conversation covers youth sports, chambers of commerce, nonprofit partnerships, scholarships, customer appreciation events, team volunteering, local business partnerships, school career days, and community focused social media. KEY TAKEAWAYS • Community involvement creates an advantage large competitors cannot easily copy • Consistency matters more than putting your logo on a banner • A focused nonprofit partnership can strengthen your brand and team culture • Simple appreciation events can remain memorable for years • Local partnerships can create value for your company, customers, and community • Trust built before the emergency can influence who receives the call ABOUT CRYSTAL AND EMILY Crystal Williams and Emily Fleniken are part of the Lemon Seed Marketing team. Lemon Seed helps home service companies develop recognizable brands, organized marketing strategies, and stronger long term growth plans. LISTEN AND FOLLOW Apple Podcasts: https://podcasts.apple.com/us/podcast/from-the-yellow-chair/id1598195561 Spotify: https://open.spotify.com/show/1goGP66YLPIxzpX1TxFGvT YouTube: https://youtu.be/EV1WyX2lvwM More episodes: https://www.lemonseedmarketing.com/contractor-marketing-podcast/ Lemon Seed Marketing: https://www.lemonseedmarketing.com/ 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!

    Your Community Is Your Greatest Marketing Asset

  8. Jul 21

    ROAS: What Every Contractor Needs to Know

    Send us Fan Mail Your ROAS number can look incredible and still be the reason you’re stuck. We sit down with Bree from Free Agency to get brutally clear on what return on ad spend can and can’t tell a contractor, especially when agencies blend brand traffic, existing customers, and true prospecting into one tidy report. We walk through Bree’s “Moneyball marketing” framework, a practical marketing funnel built around attribution. We talk about why awareness channels like TV, radio, billboards, and community support often show low tracked ROAS while still creating real demand that later shows up as SEO, Google Business Profile calls, and branded search. Then we get tactical about the trackable layer: paid search, Local Services Ads, lead sources, and the day-to-day work of moving dollars toward what performs, without falling for inflated blended metrics. We also cover the “base coverage” essentials like your website and SEO, plus the underrated “home run” play most contractors miss: monetizing your customer database with email, SMS, and thoughtful reactivation campaigns. If you’re a $1M to $3M home services business, we close with two priorities to tackle first: call tracking and avoiding shiny object syndrome so you can make decisions with clean data and keep the job board full. If this helped, subscribe, share it with a contractor friend, and leave a quick review so more people stop guessing and start measuring. 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!

    ROAS: What Every Contractor Needs to Know
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About

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.

Information

  • Creator
    Lemon Seed
  • Years Active
    2021 - 2026
  • Episodes
    236
  • Rating
    Clean
  • Copyright
    © 2026 From the Yellow Chair
  • Show Website
    From the Yellow Chair

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