The Kee To Growth

Jen McKee
  • 5.0 (4)
  • Marketing
  • Updated Weekly

Welcome to The Kee to Growth, the ultimate podcast for trade business owners ready to level up their marketing game! Hosted by marketing maven Jen McKee, this show dives deep into the strategies, tools, and insights you need to dominate the digital landscape. Specializing in TikTok marketing for trades, Jen shares her expertise to help you turn clicks into customers and viewers into lifelong clients. Whether you're a seasoned pro or just getting started in the trades, The Kee to Growth delivers actionable tips, inspiring success stories, and the latest trends in marketing tailored just for your industry. Tune in, take notes, and unlock the key to exponential growth for your business!

  1. 3d ago

    Organize, Optimize, Outsource: Kerry Sweet's Guide to Streamlined Marketing

    In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Kerry Sweet, founder of Learn2Connect. Kerry brings over 20 years of corporate marketing experience before joining her family's home services business, Streamline Services. She shares her journey of moving from the structured world of corporate marketing to the fast-paced, hands-on environment of a small business, and eventually launching her own fractional CMO company dedicated to helping other trades and marketing professionals thrive. The conversation dives into the emotional side of entrepreneurship, especially when personal and professional lines blur within a family business. Kerry discusses the intentional boundaries she needed to set after working alongside her husband and three sons, and how planning and thoughtful transition are critical when leaving a role in a tight-knit organization. By creating runway for both herself and Streamline, she demonstrates that growth—both personal and organizational—requires careful strategy rather than guilt or obligation. Tactically, the episode highlights the evolution of marketing in the home services industry—the messy middle that many small businesses experience as they grow. Kerry outlines how she built a marketing department from scratch, focusing first on tracking where dollars were spent, measuring ROI, and identifying the unique differentiators that set Streamline apart in a crowded market. The importance of data-driven decisions is emphasized, balancing lead generation and branding efforts, and working cross-functionally to ensure every part of the business, from the care center to technicians, supports marketing outcomes. Kerry and Jen discuss when to outsource versus keep marketing in-house, the rising value of AI tools in analyzing call and lead quality, and why some foundational strategies like direct mail, door hangers, and referral campaigns should not be forgotten amid talks of digital transformation. Kerry also gives an overview of Learn2Connect, her new venture focused on guiding businesses through growth audits and vendor evaluations, offering support especially to companies in the $2–15 million revenue range who need executive-level marketing guidance without the full-time in-house commitment. Timestamps 00:00 Introduction to The Kee To Growth Podcast, Jen McKee, and the focus on actionable marketing strategies 01:11 Kerry introduces her background and the launch of Learn2Connect 03:01 Navigating discomfort and fulfillment in family businesses, and the leap to entrepreneurship 04:15 Establishing intentional boundaries between personal and work life in a family-run company 08:01 Building a marketing department from scratch: initial steps, budgeting, and ROI 10:11 What marketing looked like at Streamline and how Kerry established foundational processes 14:03 The 'three-legged stool'—the balance between marketing, the care center, and technicians for effective growth 17:15 Leveraging AI tools like Vrilla to analyze call trends and support data-driven decisions 20:22 Deciding what to outsource, the case for agency partners, and the role of a fractional CMO 28:09 Getting real about lead gen vs. branding, why honest reporting and communication with vendors matter 29:20 Overlooked marketing channels: basics like mailers, customer referrals, and keeping your AI content strategy sharp 34:07 Who Learn2Connect is for, and how a growth audit can clarify what's working (or not) in your business Connect with Kerry Sweet: Linked In: https://www.linkedin.com/in/kerrysweet/ Connect with Learn2Connect: Website: https://learn2connectllc.com/ Email Contact number: kerry@learn2connectllc.com Contact Number: +19196246928 Booking Link: https://calendar.app.google/KCetPrZV2tMyFhmf6  Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

    Organize, Optimize, Outsource: Kerry Sweet's Guide to Streamlined Marketing

  2. Sep 22

    Pricing, Not Promises: Jennifer Johns Spills the Secrets of Winning Homeowner Trust

    Unlock data-driven growth on this episode of the Kee to Growth Podcast as Jen McKee welcomes Jennifer Johns of Elevate Marketing Research for a refreshingly candid look at marketing in the home services industry. The conversation dives deep into why understanding the homeowner's mindset is the make-or-break factor for every company competing in this crowded landscape. Jennifer shares how Elevate Marketing Research helps businesses move beyond gut-feeling decisions to strategic, evidence-backed marketing that aligns with real consumer behavior, not just industry trends. The discussion explores actionable ways home services companies can use data to assess their brand health, understand the competitive landscape, and pivot their marketing based on what homeowners actually care about. Instead of chasing every new platform or copying the competition, Jennifer advocates for strategy rooted in market research—revealing why clarity, transparency, and trust are at the core of sustainable business development. A key theme that emerged centers on the power of video and the unexpected staying power of broadcast TV as top tools for building credibility and staying top of mind. The episode covers tactical distinctions between customer acquisition and reactivation, urging businesses not to ignore their existing clients—who are often eager for repeat work but unaware of the full range of services available. The conversation is grounded by both national studies and personal business anecdotes, making the insights immediately relatable and actionable. Listeners are guided through real math around profitability, the reduced cost of reactivating existing customers, and the importance of segmenting your customer base. The episode closes with advice on intentional boundaries, the emotional side of entrepreneurship, and how business growth is as much about self-leadership and reputation as it is about marketing platforms or ad spend. For anyone ready to trade assumptions for evidence and align messaging with what their market actually wants, this episode is a must-listen. Timestamps and Topics: 00:01:27 Data-driven marketing in home services: Why consumer insights matter 00:02:10 What do homeowners want from service businesses? Building trust and differentiating 00:03:10 Strategic marketing spend during leaner consumer cycles 00:04:02 Why Elevate Marketing Research chose to specialize in trades and home services 00:06:10 The crucial distinction: customer acquisition vs. reactivation and remarketing 00:07:15 Why video is king and the enduring role of broadcast TV 00:09:53 Social media's unique place in homeowner trust-building 00:13:51 The power of clarity: How transparent pricing builds trust 00:17:35 Why warranties and guarantees matter more than discounts 00:21:29 Leveraging your existing customers: The underestimated value of reactivation Connect with Jennifer Johns: Linked In: www.linkedin.com/in/jen-johns Connect with Elevate Marketing Research: Youtube: https://www.youtube.com/@ElevateMarketingResearch LinkedIn: https://www.linkedin.com/company/elevate-research-llc Website: https://growwithelevate.com Email Contact number: Jennifer@growwithelevate.com Contact Number: ++16266608433 Booking Link: https://scheduler.zoom.us/jennifer-johns/virtual-coffee Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

  3. Sep 15

    Hiring Meets Marketing: Westie Magnuson on Recruiting Talent Through Brand Storytelling

    In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Westie Magnuson, co-founder of HireAligned, for a deep dive into the realities of hiring, recruitment, and culture-building in the home services trades. The conversation explores the practical side of scaling a team as you grow your leads, drawing on Westie's extensive experience with plumbing and HVAC companies and his journey into talent acquisition. Jen and Westie reflect on how their panel appearance at Service World Expo brought up themes of imposter syndrome and the importance of aligning your expertise with industry needs. A key theme throughout the episode is how recruiting in home services is much more than just posting job listings—it's about building intentional boundaries, staying present in your local community, and leveraging both hard and soft skills to create a culture people genuinely want to join. The discussion explores actionable recruiting strategies, from one-to-one interactions at supply houses and local lunch spots to boosting personal social media presence. They emphasize the power of authentic storytelling and celebrating team wins on social media to attract top talent, noting that candidates often resonate more with individuals than strictly corporate profiles. The episode also touches on the messy middle of managing a fast-growing shop, including the urgent, human side of hiring under pressure and the emotional toll it can take on leadership. Westie shares hard truths about the realities of hiring from various pools—those with no experience, new graduates, and those already working elsewhere—framing growth points rather than pain points and discussing the impact of industry trends like acquisitions and rollups. Together, they talk through the role of clear communication for retention and the necessity of being proactive about team needs instead of always reacting to vacancies. Rounding out the conversation, Jen and Westie connect hiring to marketing strategy, highlighting that speed to lead is as vital in recruitment as it is in sales. Westie offers tactical, non-traditional channels for generating more calls—including yard signs, door hangers, and field service reps—which require an intentional approach but often yield strong, lasting results. The episode closes with a reminder that genuine curiosity and a willingness to move quickly are keys to sustainable growth in both marketing and recruiting. Timestamps and Topics Discussed 00:01 Introduction to Westie Magnuson and his background in the home services industry 02:27 Lessons learned scaling a company from 30 to 90 employees and writing about culture-based hiring 03:22 Service World Expo panel—navigating imposter syndrome and industry trends 06:30 Most common hiring and culture questions from contractors and business owners 07:10 On-the-ground recruiting: connecting at supply shops, lunch spots, and through curiosity 08:32 The role of personal and company social media in attracting top recruits 10:26 Framing marketing and recruiting as parallel processes and the power of one-to-one outreach 13:03 The challenge and opportunity of hiring trade school graduates and building team bandwidth 15:42 Building an intentional, communicative culture and setting clear expectations for new hires 18:18 Speed to lead in recruiting—reducing friction and making fast, informed hires 26:27 Non-traditional channels for marketing and lead generation in the trades (yard signs, door hangers, field service reps) Connect with Westie Magnuson: Linked In: https://www.linkedin.com/in/westiemagnuson/ Facebook: https://www.facebook.com/westiemag Instagram: https://www.instagram.com/westiemag/ Connect with Hire Aligned Instragam: https://www.instagram.com/hirealigned LinkedIn: https://www.linkedin.com/company/hirealigned/home/ Website: https://hirealigned.com/ Email Contact number: westie@hirealigned.com Contact Number: +19714646245 Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

    Hiring Meets Marketing: Westie Magnuson on Recruiting Talent Through Brand Storytelling

  4. Sep 8

    AI Edge and Human Potential: Stephanie Allen on Building a Brand People Trust

    In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Stephanie Allen, co-founder of Airworks, Fuel, and Just Start AI. Stephanie shares her journey of building a personal brand while leading a family-run HVAC and plumbing company in Southern California. The discussion dives into the reality behind scaling a service-based business, including the ongoing process of continuous improvement, the emotional highs and lows of entrepreneurship, and how authentic leadership creates intentional boundaries that sustain growth. The conversation focused on Stephanie's mindset as a visionary, her willingness to try new strategies within Airworks, and her habit of iterating and improving through data-driven decisions. She explains how testing, failing, and refining different business approaches has unlocked opportunities for both her team and the company. One concept discussed was the importance of closing the feedback loop by analyzing the data following every experiment—not just trying random tactics but integrating the lessons into future strategies for sustainable development. A key theme that emerged was leveraging AI and automation to create genuine impact, not just chasing the latest trends. The episode explores how Stephanie turned intelligence gathered from tools like ServiceTitan and Claude into actionable insights that motivated her team and raised the company's performance. The role of personal branding is also front and center: Stephanie recounts how sharing her journey allowed her to connect, collaborate, and learn from others—fueling further innovation both for herself and Airworks. The discussion explored Fuel, Stephanie's new venture built on the idea of helping small and medium-sized businesses (SMBs) create business models worth keeping, not just selling. It's a movement that prioritizes contribution, optionality, and community over competition. Listeners will learn how creating intentional boundaries, celebrating team wins, and balancing hard skills with the realities of self-leadership can accelerate meaningful progress—both personally and within a business. Timestamps & Topics 00:00 Introduction to Stephanie Allen and her background in the trades 01:14 The visionary mindset and trying new strategies in business 04:09 Applying continuous improvement and processing change hands-on 06:08 Data-driven decisions and creating traction in operations 08:05 Website evolution, leveraging technology, and AI for business growth 12:00 How tracking the right metrics and automating alerts changes team performance 16:15 The AI barbell theory: balancing human development with technology 18:14 Building a personal brand: impact, mission, and authenticity 26:07 The origin and vision for Fuel: building businesses worth keeping 31:15 Creating community, optionality, and leveraging collective intelligence for legacy businesses Connect with Stephanie Allen: Linked In: https://www.linkedin.com/in/mrsstephallen/ Connect with JustStart AI: Website: https://www.linkedin.com/company/juststartai-io/ Connect with AirWorks Solutions Facebook: https://www.facebook.com/AirWorksSolutions Instragam: https://www.instagram.com/airworks_solutions/ TikTok: https://www.tiktok.com/@airworkshvac Youtube: https://www.youtube.com/@AirWorksSolutions LinkedIn: https://www.linkedin.com/company/airworks-solutions/ Website: https://airworkssolutions.com/ Contact Number: 805-754-6468    Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

  5. Sep 1

    Megan Ohlmann on Rebranding for Impact: Aligning Marketing With Company Culture

    On this episode of The Kee To Growth Podcast, Jen McKee sits down with Megan Ohlmann of Action Air Plumbing and Septic in Lubbock, Texas. Megan shares her journey shifting from higher education to running a family-owned trades business alongside her husband. The conversation focused on the challenges and opportunities of forming a new entity after decades in the industry, and how stepping into intentional marketing and branding made all the difference in their rapid growth. One concept discussed was the early realization that the company did not have as much brand equity as they thought, leading Megan and her team to invest immediately in a bold rebrand. The discussion explored strategic decisions like choosing highly visible truck wraps and prioritizing employee and customer experience as the foundation for growth. Megan emphasized that marketing is not just about ads but includes every customer touchpoint—from how phones are answered to how technicians leave the home better than they found it. A key theme that emerged was the importance of building authentic connections both with employees and customers. Megan shared tactical ways to stand out, such as personalized review cards, maintaining high standards for service, and creative community outreach events like Touch a Truck. She highlighted how fostering a culture of vulnerability and willingness to try new things has made her team more engaged and the brand more memorable. The episode rounded out with a candid look at current marketing realities for home service businesses. Several points were raised, including the necessity of diversifying lead sources beyond Google, investing in brand-building across platforms, and making use of repeatable, memorable direct mail campaigns. Megan's approach blends strategy, humor, and genuine care for people, offering a roadmap for growth rooted in both strong systems and soft skills like adaptability and humility. Timestamps 01:25 Introduction to Megan Ohlmann and Action Air Plumbing and Septic's backstory in Lubbock, Texas 02:40 Rebranding, company split, and prioritizing both employee and customer experience from day one 05:00 Visual branding with truck wraps and the importance of a disruptive presence in the market 06:04 Redefining marketing: every touchpoint matters, from phone calls to technician behavior in the home 09:03 Realizing the company's true brand equity and reevaluating long-term brand positioning 10:09 Inexpensive tactics for enhancing customer experience and generating reviews 13:03 Lessons from leaning heavily on Google Local Service Ads and the anxiety of platform dependence 14:23 Diversifying marketing channels: radio, direct mail, yard signs, and staying committed for real results 17:25 Shifting focus to branded search, social media efforts, and the slow build of true brand awareness 22:13 Community and customer engagement through events, lunch giveaways, and creative outreach strategies Connect with Megan Ohlmann: Linked In: https://www.linkedin.com/in/megan-ohlmann-b87173134/ Connect with ActionAir Plumbing & Septic: Facebook: https://www.facebook.com/ActionAirPlumbingandSeptic Instragam: https://www.instagram.com/actionlubbock/ Youtube: https://www.youtube.com/@actionlubbock LinkedIn: https://www.linkedin.com/company/action-air-plumbing-septic/ Website: https://actionairlubbock.com/ Contact Number: 806-243-1778 Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

    Megan Ohlmann on Rebranding for Impact: Aligning Marketing With Company Culture

  6. Aug 25

    Sequins, Stickers & Service: Theresa Girardi's 50 Years of Standing Out in Trades Marketing

    In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Theresa Girardi, a marketing expert at a local home service company in Madison, Wisconsin. The conversation dives into the evolution of All Comfort Services, a company with over 50 years in the trades, and how Theresa's approach to marketing has been shaped by extensive experience, intentional boundaries, and ongoing learning. The episode shines a light on the value of finding community in professional organizations, as Theresa details the impact of being part of Nexstar and leveraging its resources and support network. This connection with other marketers—those ahead, beside, and behind you on the path—emerges as a crucial point of growth and resilience. A key theme explored is employee ownership and what it means for workplace culture, especially in trades. The company's transition to an ESOP (Employee Stock Ownership Plan) draws intentional lines around shared purpose and personal investment. Theresa explains how this unique structure encourages staff to see the full picture, from business performance metrics to customer experience, nurturing both skill development and a sense of belonging. The discussion also touches on the importance of transparency—making sure technicians and staff have access to business training, financial insights, and a clear reason to care about the company's growth. Throughout the episode, Theresa shares hard-earned insights into what makes for authentic and sustainable marketing in home services. From carrying the torch of trusted branding through decades worth of customer relationships to the importance of consistent investment even when ROI isn't immediate, Theresa refuses to underplay the messy middle of business growth. She offers tactical advice rooted in human behavior—like using everything from stickers and direct mail to membership plans for customer retention. The conversation also breaks down the Lennox Feel the Love program, inviting listeners to rethink how sharing acts of service multiplies community impact rather than simply self-promoting. The episode's tactical gems include creative ways to get staff on camera for social media content, lessons in starting a podcast that doubles as both marketing and community outreach, and strategies for playing to your strengths when the path isn't perfectly clear. Theresa's story underscores the belief that your business grows at the speed of your healing, so letting go of perfection and staying open to trial and error are non-negotiable. If you want a behind-the-scenes look at how real companies build authentic brands, bridge emotional and business gaps, and practice self-leadership, this episode delivers. Timestamps and Topics 00:02 The impact of best practice peer groups like Nexstar and getting started in home services marketing 03:11 The story behind All Comfort Services' ESOP and what employee ownership means in practice 04:43 How Nexstar shaped the company's marketing, operational, and customer service systems 06:22 The business and cultural dynamics of employee retention, training, and intentional boundaries 08:06 The emotional realities of investing in marketing and honoring the legacy of trust in the community 10:14 Turning branding, digital marketing, and direct mail into long-term connection (not just quick wins) 11:29 Membership plans, stickers, and creative ways to re-engage a 50-year customer database 13:04 Inside the Lennox Feel the Love program and how sharing your giving creates more community impact 18:20 Building a podcast from scratch: overcoming resistance, spotlighting team expertise, and boosting social media content 23:23 The generator open house campaign—a hands-on community event with real ROI and authentic team engagement Connect with All Comfort Services Linked In: https://www.linkedin.com/company/all-comfort-services/ Reddit: https://www.reddit.com/user/AllComfortServices/ Facebook: https://www.facebook.com/AllComfortServices/ Instagram: https://www.instagram.com/allcomfortservices/ Youtube: https://www.youtube.com/@Allcomfortservices Tiktok: http://www.tiktok.com/@allcomfortservices X: https://x.com/AllComfort5245 Booking Link: https://www.allcomfortservices.com/contact-us/  Company Website: http://www.allcomfortservices.com/  Email Contact number: tgirardi@allcomfortservices.com  +16082914532  Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

  7. Aug 18

    Word of Mouth to SEO Wins: Samantha Houchin's Real-World Approach to HVAC Marketing

    On this episode of the Kee To Growth Podcast, host Jen McKee sits down with Samantha Houchin, co-owner of The Weather Changers, an HVAC company in Denver, Colorado. Samantha shares her journey of launching a family business from scratch alongside her husband Chris, reflecting on the realities of entrepreneurship far beyond the glossy surface. From humble beginnings that involved passing out homemade flyers with a stroller in tow, Samantha details how the first customers came via word of mouth, neighbors, and creative grassroots marketing efforts. The conversation dives deep into early marketing strategies, including direct mail campaigns like Valpak and their limitations due to tight budgets. Samantha explains why trying new marketing channels without enough resources can be risky, but she also emphasizes the importance of giving campaigns more than one shot and never writing off a strategy too soon. Relationships with contractors and realtors played a crucial role in their referral network, and Samantha discusses how word of mouth and strong partnerships continue to power their growth today. Samantha and Jen explore evolving marketing strategies, including the impact of investing in SEO, Google Ads, and social media. Sam breaks down why relying on just one platform like Google can be dangerous, especially in a competitive market vulnerable to sudden changes in algorithms or deep-pocketed private equity competitors. They discuss the significance of diversifying marketing channels, leveraging customer referral programs (such as ReferPro), and the surprising benefits of digitizing in-house referral management to strengthen ongoing customer connections while generating new business. Looking beyond marketing, the discussion turns to sustainable business growth, self-leadership, and building a legacy that could one day be passed on or sold. Samantha is transparent about overcoming the messy middle, moving past comfort and complacency, and intentionally structuring their company so it isn't wholly dependent on themselves. She shares actionable advice on process documentation, peer group support, and the value of community, especially through industry networks like the Sisterhood. The episode underscores the emotional journey of entrepreneurship and the power of believing in something bigger, taking consistent steps, and staying rooted in authentic growth. Timestamps and Key Topics 00:01 – Introduction to Samantha Houchin and The Weather Changers' backstory 02:00 – Starting from scratch: launching during economic downturn and building from family vision 03:09 – Getting first customers through word of mouth, homemade flyers, and neighborhood connections 04:54 – Early marketing mistakes: the realities of Valpak, Facebook ads, and SEO investment 06:20 – Lessons from direct mail (Valpak): budget limitations and why not to write off a strategy too soon 08:18 – Contractor and realtor referrals as a foundation for long-term, scalable growth 10:25 – Implementing ReferPro for referral programs and measuring ROI from recurring customers 12:19 – Leveraging your existing customer base for higher return and strong referrals 13:48 – Dangers of depending only on Google: PPC, SEO volatility, and algorithm changes 19:24 – The power of social media: moving from stock images to authentic team branding and recruitment 20:42 – Becoming intentional about growth, breaking through complacency, and planning for succession Connect with Samantha Houchin: Linked In: linkedin.com/in/samantha-houchin-27055b22 Connect with The Weather Changers: Facebook: https://www.facebook.com/TheWeatherChangersHVAC/ Instragam: https://www.instagram.com/theweatherchangers/ Youtube: https://www.youtube.com/@theweatherchangershvac Linked In: https://www.linkedin.com/company/the-weather-changers/ Website: https://theweatherchangers.com/ Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com

  8. Aug 11

    Building a Sellable Business: 4 Strategies to Multiply Your Trade Business Value from Patrick Lange

    In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Patrick Lange, founder of Business Modification Group. Patrick shares his insider perspective on the sale and acquisition of HVAC and plumbing companies across the country. The conversation dives into the real stories behind business transitions, exploring what it truly takes to grow, scale, and eventually exit a service-based business on your own terms. Whether you're eyeing retirement, experiencing burnout, or just wondering if your company is even sellable, this episode covers the intentional boundaries, mindset, and operational foundations you need to create something of value—regardless of your long-term plans. Patrick breaks down the emotional and practical considerations business owners face when thinking of selling. The episode explores the many reasons owners choose to exit—including burnout, retirement, health, and unexpected life changes—while reframing these points not as failures, but as part of the business journey and opportunities for authentic growth. Jen and Patrick discuss the importance of understanding your business value, highlighting how clean books and records, owner independence, and processes are key ingredients in sustainable, transferable success. They also acknowledge how difficult it can be to step out of the "messy middle," challenging listeners to evaluate if they truly own a business—or just a high-paying job. The discussion gets tactical about building value: Patrick shares his four foundational pillars for increasing your business's worth, including the critical move of getting out of the van, prioritizing reliable bookkeeping, focusing on service relationships over risky new construction, and developing maintenance agreements. Listeners get real-talk strategies on why hiring and delegation—especially for admin and bookkeeping—are investments, not costs. The episode addresses the mental roadblocks trades business owners often face, like money mindset issues, fear of hiring, and difficulty letting go, giving actionable tips for growing beyond those sticking points. Finally, Jen and Patrick talk about acquisition as a growth strategy. Patrick explains why some companies rapidly scale through buying others—while candidly cautioning that acquisitions won't solve fundamental business challenges. The episode emphasizes the need for operational readiness before making big moves, and details how customer lists, technicians, and systems all contribute to successful integrations. As always, the conversation keeps it warm, honest, and focused on creating a business you'll be proud to keep—or confident to sell. Timestamps and Topics: 00:21 – Show introduction and guest welcome 01:11 – Patrick Lange introduces Business Modification Group and its focus on HVAC and plumbing acquisitions 02:20 – Patrick's story: from brokering to buying and running an HVAC business 03:28 – Who sells their business and why: from retirement to burnout to life events 04:56 – Is my business sellable? Understanding business valuation and free assessments 06:35 – Key ways to grow business value: the four pillars every owner must know 08:49 – Moving from owner/operator to business owner: delegation and hiring essentials 10:13 – Clean books, records, and essential business systems 11:18 – Why service and maintenance agreements drive real business value 13:31 – The impact of getting out of new construction and investing in operations 17:44 – Psychological and operational challenges: money mindset, invoicing, and letting go 23:14 – Acquisition as a growth strategy: when, how, and why it works (or doesn't) 30:18 – The mindset for growth and advice for owners considering their next chapter Connect with Patrick Lange: Facebook: https://www.facebook.com/patrick.lange.506384 Linked In: https://www.linkedin.com/in/patrick-lange-businessbroker/ Youtube: https://www.youtube.com/@PatrickLange9858 Connect with Business Modification Group Facebook: https://www.facebook.com/businessmodificationgroup/ Linked In: https://www.linkedin.com/company/business-modification-group/ Website: https://businessmodificationgroup.com/ Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

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Ratings & Reviews

5
out of 5
4 Ratings

About

Welcome to The Kee to Growth, the ultimate podcast for trade business owners ready to level up their marketing game! Hosted by marketing maven Jen McKee, this show dives deep into the strategies, tools, and insights you need to dominate the digital landscape. Specializing in TikTok marketing for trades, Jen shares her expertise to help you turn clicks into customers and viewers into lifelong clients. Whether you're a seasoned pro or just getting started in the trades, The Kee to Growth delivers actionable tips, inspiring success stories, and the latest trends in marketing tailored just for your industry. Tune in, take notes, and unlock the key to exponential growth for your business!

Information

  • Creator
    Jen McKee
  • Years Active
    2024 - 2026
  • Episodes
    92
  • Rating
    Clean
  • Copyright
    © 2025
  • Show Website
    The Kee To Growth

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