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. 6d ago

    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

  2. Jul 14

    Is Your Brand Ready for AI?

    Send us Fan Mail Homeowners are starting to skip the search results and go straight to AI for an answer, and that changes everything for local contractors. When someone asks ChatGPT, Gemini, Alexa, or Siri who to call for HVAC, plumbing, pest control, or roofing, the “winner” may not be the biggest spender or the loudest brand. It’s the company the AI system trusts enough to recommend, and trust is built from signals you control. We dig into what those signals look like in real life: consistent messaging and business info across your website, Google Business Profile, and social platforms, plus visible proof that you’re active and credible. We talk about why expertise is no longer a keyword trick and how a practical content strategy (videos, articles, FAQs, and real homeowner education) turns your business into the obvious choice. If you can clearly explain bills, maintenance, replacements, timelines, financing, and common problems, you’re building the authority AI systems look for. We also get honest about reputation. It’s not just the number of reviews anymore, it’s what the reviews actually say. Detailed customer stories about punctuality, respect, communication, and results become powerful user-generated content that AI can interpret. And yes, your personal presence as an owner matters too: community involvement, local leadership, awards, and PR signals help prove you’re real, trusted, and worth recommending. If you want to stop chasing page-one thinking and start building a brand that AI and your community recognize, hit play. Subscribe, share this with a contractor friend, and leave a review so more businesses can adapt before the next shift lands. 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!

    Is Your Brand Ready for AI?

  3. Jul 7

    You Have a Plan. But Do You Have a Strategy?

    Send us Fan Mail A lot of contractors are out here doing marketing — posting, running ads, sending emails — and still wondering why it's not working. The answer usually isn't the plan. It's that there was never a strategy behind it. In this episode, Crystal and Emily break down the difference between a marketing strategy and a marketing plan, why one has to come before the other, and what it actually looks like to build your marketing on a real foundation. If you've ever felt like you're busy with marketing but not making progress, this one's for you. In this episode: Why most trades businesses have a plan but are missing a strategy The real difference between the two — and why it matters more than you think Signs your marketing is running on tactics instead of strategy What a strategy actually looks like for a home service business How to use your strategy to build a plan that finally makes sense If you don't know your strategy, that's exactly where we start. 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!

    You Have a Plan. But Do You Have a Strategy?

  4. Jun 30

    Building a Legacy of Purpose

    Send us Fan Mail Building a Legacy of Purpose | Featuring Trapper Seales What does it mean to build a life that creates lasting impact? In this episode, we sit down with entrepreneur, speaker, coach, and author Trapper Seales for a powerful conversation about purpose, leadership, resilience, and the legacy we leave behind. Through personal stories and hard-earned lessons, Trapper shares how adversity can become a catalyst for growth, why service is at the heart of great leadership, and how each of us can unlock our full potential. Whether you're an entrepreneur, business leader, or someone searching for greater meaning in your work and life, this episode will challenge you to think beyond success and focus on significance. In This Episode: ✔️ Defining success beyond titles and achievements ✔️ The role of adversity in personal growth ✔️ Leading through service and impact ✔️ Discovering and living your purpose ✔️ Building a legacy that lasts Key Takeaway: Your legacy isn't built someday in the future. It's built every day through the lives you influence, the values you uphold, and the purpose you choose to pursue. 🎙️ Guest: Trapper Seales 🌐 Learn more about ROR Global: https://www.ror.global 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!

    Building a Legacy of Purpose

  5. Jun 23

    He Said, She Said: Is It the Tactic or the Team Behind Top Investors' Success?

    Send us Fan Mail He Said, She Said: Is It the Tactic or the Team? When a marketing strategy underperforms, what's really to blame? The tactic itself, or the team responsible for executing it? In this solo episode of From the Yellow Chair, Crystal tackles one of the most common frustrations business owners face: investing in marketing efforts that don't deliver the results they expected. From social media ads and promotions to sales processes and team buy-in, she breaks down why successful strategies aren't one-size-fits-all and why execution often matters just as much as the tactic. You'll learn how to evaluate whether poor performance stems from budget, timing, messaging, team readiness, leadership, or process gaps. Crystal also shares practical insights on coaching teams, creating accountability, tracking KPIs, and building alignment across marketing, operations, customer service, and field teams. If you've ever wondered whether you should abandon a marketing strategy or double down on improving execution, this episode will help you ask the right questions before making your next move. In this episode: Why marketing tactics work differently for every business The hidden role team execution plays in campaign success How leadership influences marketing performance Common mistakes that sabotage promotions and offers The importance of coaching, accountability, and repetition Key metrics every business owner should be tracking Questions to ask before deciding a strategy has failed Because sometimes it isn't the tactic. Sometimes it isn't the team. And more often than not, the answer lives somewhere in the middle. 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!

    He Said, She Said: Is It the Tactic or the Team Behind Top Investors' Success?

  6. Jun 16

    Why Maintenance Clubs Fail: CRM Mistakes Costing Contractors Revenue

    Send us Fan Mail In this episode of From the Yellow Chair, Crystal sits down with Gary Woodruff of Boxed for the Trades to discuss why so many maintenance programs fail before they ever have a chance to become profitable and how contractors can build a membership strategy that actually supports recurring revenue. From CRM setup mistakes and missed billing to overdue maintenance visits, monthly versus yearly renewals, and the importance of clean customer data, Crystal and Gary break down the operational side of maintenance clubs that many home service companies overlook. They share real world insights on how contractors can use their CRM, especially ServiceTitan, to better manage memberships, prevent revenue leaks, and turn maintenance programs into true customer retention tools. Whether your maintenance club feels messy, your data is hard to trust, or your team is struggling to understand how memberships should be sold, scheduled, and renewed, this episode offers practical strategies to help you clean up the process and create a more profitable program. In this episode, you'll learn: Why maintenance clubs need clear goals before setup How poor CRM setup can create hidden revenue leaks Why missed billing and overdue visits can hurt profitability The difference between monthly and yearly membership billing How clean equipment data can help your team make smarter decisions Why CSRs, dispatchers, and technicians need to understand the strategy behind the program How automation can reduce office workload and improve customer follow up Why maintenance programs should support recurring revenue, customer retention, and long term growth If you're an HVAC contractor, plumber, electrician, roofer, or home service business owner looking to improve your maintenance program, strengthen recurring revenue, and get more from your existing customer base, this episode is packed with actionable insights. 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!

    Why Maintenance Clubs Fail: CRM Mistakes Costing Contractors Revenue

  7. Jun 9

    Why Slow Lead Response Is Killing Your Sales

    Send us Fan Mail In this episode of From the Yellow Chair, Crystal sits down with Nick Miller of VIIRL Marketing to discuss why slow lead response is costing home service companies valuable revenue and how contractors can build a complete speed-to-lead strategy. From missed calls and after-hours inquiries to AI answering services, call center support, and automated lead response tools, Crystal and Nick break down the entire customer journey and explain why responding quickly is no longer optional. They share real-world insights from hundreds of home service businesses, including HVAC companies, and discuss how customer expectations have changed in an on-demand world. Whether you're struggling with missed opportunities, overwhelmed during busy season, or looking to improve your lead conversion rates, this episode offers practical strategies to help you answer more calls, book more jobs, and create a better customer experience. In this episode, you'll learn: * Why speed to lead directly impacts sales and revenue * How missed calls hurt your marketing ROI * The role of AI and automation in lead response * Best practices for after-hours call coverage * How to create a seamless customer experience from first contact to booked appointment * Why home service companies need a lead response ecosystem, not just a phone number If you're an HVAC contractor, plumber, electrician, roofer, or home service business owner looking to improve lead conversion and maximize every marketing dollar, this episode is packed with actionable insights. 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!

    Why Slow Lead Response Is Killing Your Sales

  8. Jun 2

    Your Phones are Costing You Customers

    Send us Fan Mail If your phones aren't converting, your marketing spend is going to waste — and you might not even know it. In this episode, we sit down with Michelle from Pink Callers to tackle one of the most overlooked revenue leaks in home service businesses: call handling. Whether it's missed calls, slow follow-up, or a front office experience that leaves customers unimpressed, your phones could be quietly draining your booked jobs and bottom line every single day. We break down the real connection between speed to lead, marketing ROI, and what it actually takes to turn a caller into a loyal customer — plus practical steps you can start implementing right now. If you're running a home service company and ready to stop leaving money on the table, this one's for you. Ready to tighten up your marketing strategy? Book a call with Lemon Seed Marketing at https://www.lemonseedmarketing.com/contact/ Want expert support on your phones? Connect with Michelle and the team at Pink Callers at https://www.pinkcallers.com/contact-us  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 Phones are Costing You Customers
See All (229)

5
out of 5
35 Ratings

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
    229
  • Rating
    Clean
  • Copyright
    © 2026 From the Yellow Chair
  • Show Website
    From the Yellow Chair

You Might Also Like