Missed Calls in HVAC for Contractors to Stop Killing Growth by Fixing Operations - Crystal Williams

Summary

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Podcast Summary: Service Business Mastery for Skilled Trades

Episode: Missed Calls in HVAC for Contractors to Stop Killing Growth by Fixing Operations (with Crystal Williams)

Date: December 17, 2025
Hosts: Tersh Blissett & Josh Crouch (Skilled Trades Syndicate)
Guest: Crystal Williams (Lemon Seed Marketing)
Recording Context: Live at AHR 2025, Orlando, FL

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Episode Overview

This episode zeroes in on an often overlooked growth killer in HVAC and home service companies: missed calls and the operational gaps that allow them. Marketing strategist Crystal Williams of Lemon Seed Marketing joins hosts Tersh Blissett and Josh Crouch to break down the complex interplay between marketing, branding, operations, and the smart use of automation and AI. The lively discussion blends hard-won practical advice with stories from the field, offering contractors actionable insights to streamline marketing ROI, stop wasting leads, and build a brand that actually connects with customers—without losing the human touch.

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Key Discussion Points & Insights

1. Technicians vs Entrepreneurs: Knowing the Difference

• Many technically skilled business owners struggle to manage operations, pricing, and marketing, which limits growth.
• Crystal: “They’re fantastic technicians … but they have no idea how to run a business. So they’re just good at the art of replacing and fixing and installing heating and air conditioning. It really becomes a struggle for them because they don’t understand pricing and they don’t want to negotiate marketing and software.” (00:00 / 10:09)

2. The Cost of Missed Calls: Operational Blind Spots

• Missed calls remain a major growth bottleneck for contractors—even great marketing can't plug this operational hole.
• Crystal: “One thing that would help you grow your business is answering the phone. Just straight up answer the phone … I’m like, you are missing like 30 calls a day because people are trying to call you when they went home for lunch or whatever … and you’re just not answering, nor are you returning the calls.” (06:45 / 07:24)
• Josh: “ServiceTitan’s data … 17% of all calls are missed. That’s millions of calls over a couple months.” (07:04)

3. Marketing and Operations – A Necessary ‘Marriage’

• Marketing agencies often get unfairly blamed for “not enough leads,” when operational breakdowns (like missed calls and poor booking rates) are the real culprit.
• Crystal: “Marketing and operations have to be partners. They have to be married.” (07:41)
• Tersh: “What it ultimately boils down to is the operations process has not been optimized.” (08:21)

4. The Trap of Churn: Chasing Shiny Objects

• Be wary of switching digital providers or entire marketing teams after receiving a negative “audit”—consistency and partnership with current providers usually yield better results.
• Crystal: “We are not going to leave our digital provider just because another digital provider … wants your business and has told you everything that’s done wrong. You’re much better off working closer with your digital provider that you currently have … than you are completely and totally restarting all the way over.” (12:46)

5. Tactical Brand Building: Beyond ‘Pretty Logos’

• Branding is a long-term play; it is not just van wraps or new uniforms, but authentic storytelling that ties back to the company’s roots and community presence.
• Crystal: “Branding is a commitment … a long-term marriage. It needs to be taken very seriously … It’s not just a pretty truck and a pretty logo. You need to be telling a whole story.” (23:37 / 26:54)
• Crystal: “You can have a beautifully designed book cover and open that to blank pages … is your brand an actual story, or just a picture book?” (28:38)

6. Smart Automation & AI – Doing More with Less

• Real-world examples of leveraging AI and automation to syndicate reviews, repurpose content, and create consistent brand presence with minimal effort.
• Josh: “Google reviews go to all social media apps, syndicate them out … Five-star is synonymous with our name everywhere you stop.” (17:35)
• Tersh: “We use Castmagic, you upload one blog post or audio/video, and it gives you 30 prompts and content for all your socials just from one piece of content.” (18:03)

7. Community Involvement – The Secret Brand Builder

• Local youth sports team sponsorships, creative awards, and community events yield long-lasting ROI and deepen brand roots.
• Crystal: “To me—it’s gonna be weird—but I think it’s local sports teams, especially kids teams … Optimize these things: invite them to your location, have a mascot, take pictures, interview the little players, post on social media. The parents and grandparents all share your name, and it cost you fifty bucks.” (40:18)
• Tersh: “We created a massive chain as an MVP award for kids’ tournaments with our logo—it gets shared all over social.” (42:16)

8. Executing a Rebrand Without Confusing or Losing Customers

• Don’t suddenly “flip the switch”; involve current clients and employees with a staged rollout and let them feel like insiders.
• Crystal: “You’re much better off [doing a] soft launch before you announce to the community. Let your internal database feel privy to this secret.” (38:12)

9. Balancing Branding with Operations for Next-Level Growth

• Even $10M+ companies with weak brands might have grown on operational strength; pairing both is the unlock.
• Crystal: “So you got here with this terrible brand, you know, so imagine what you really could have done if you had a very memorable brand … when you partner together, that’s when you really see success.” (33:51)

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Notable Quotes & Memorable Moments

• Crystal (on missed calls):
  “Just straight up answer the phone … You’re missing like 30 calls a day … and you’re just not answering, nor are you returning the calls.” (07:04–07:24)

• Crystal (on operational vs marketing blame):
  “It is never their [digital providers’] fault. They never get the credit and always get the blame.” (12:09)

• Tersh (on tech-first business owners):
  “There’s a difference between a business owner, like a good, solid technician running a business, and an entrepreneur running a business.” (10:08)

• Crystal (on authentic branding):
  “You have to become a master storyteller of who you are as a company. … Branding is not just a logo and a van wrap—no, you don't. … Do you have a beautifully designed book cover with blank pages?” (26:54–28:38)

• Josh (on AI-powered content ops):
  “Google recognizes big brands. More people searching for your company name means you’re ranking higher for everything—it’s all connected.” (37:01)

• Crystal (on budget-friendly community impact):
  “Invite those little league teams over, take a photo, put it on social media—those parents and grandparents will share it everywhere.” (41:40)

• Crystal (on successful rebrands):
  “Let them [existing customers] feel like they’re privy to this secret you’ve been holding—‘We’re launching this to the public next Thursday, please help us celebrate…’” (38:12–39:06)

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Timestamps for Key Segments

• Technicians vs Entrepreneurs & Operational Gaps: 00:00–04:00, 10:00–11:00
• Impact of Missed Calls: 06:45–07:24, 07:04–08:24
• Marketing Ops Marriage: 07:41–08:44
• Provider Churn & Scare Tactics: 12:46–14:10
• Practical Branding, Storytelling & Authenticity: 23:17–29:20
• Automation & Content Syndication: 17:35–18:36
• Community Marketing ROI: 40:07–43:18
• Rebrand Rollouts/Customer Churn: 37:36–39:50

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Actionable Takeaways

• Audit your call handling: Missed calls are missed revenue; stagger breaks; leverage AI or remote answering; track and improve booking rates.
• Integrate operations and marketing: Don't treat them as silos; smooth back-end processes multiply marketing ROI.
• Resist the urge to jump ship after every marketing “audit.” Play the long game with digital partnerships.
• Branding is storytelling: Lean into your authentic company history, mascots, and local flavor. Don’t settle for “trendy” but empty branding.
• Supercharge content with AI: Repurpose reviews, blog posts, and video/audio endlessly across platforms for exponentially more exposure.
• Get hyper-local: Invest in community activities—sports, events, award sponsorships—this is slow-burn, but it pays off.
• Rebrand with care: Bring team and loyal customers into the story—don’t surprise them, or risk confusion/churn.

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Final Note

From missed phone calls plaguing even the best marketers, to leveraging AI for content and deeply rooting your brand in community, the conversation makes it clear: to grow a successful HVAC or home services business in 2025, operators must marry disciplined operations and authentic, story-driven marketing. Not only does this avoid leaky revenue buckets, but it ensures your brand sticks in customers’ minds long before—and after—they pick up the phone.

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Transcript

[Crystal]

I think when you're an entrepreneur you understand the importance of solid operations and processes and things like that. When you're a good technician and you can be both, I just think a lot of times I have sweetest clients and they're fantastic technicians that decided to go out on their own, but they have no idea how to run a business and so they're just good at the art of replacing and fixing and installing heating and air conditioning. It really becomes a struggle for them because they don't understand pricing and that they don't want to negotiate Marketing and Software.

[Podcast Narrator]

Are you looking for valuable business advice to reach that seven figure revenue mark? Do you want actionable tips to properly navigate through every business challenge you encounter along the way? Let Tersh Blissett and Josh Crouch be your guide in getting you to the top here at Service Business Mastery. Tune in as they sit down with world renowned authors in business leadership and personal growth who share valuable insights about management, marketing, pricing, human resources and so much more. Let their nuggets of wisdom gold guide you in owning a thriving, profitable and ever growing business. Here are your hosts, Tersh and Josh.

[Sponsor/Ad Voice]

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[Josh Crouch]

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[Sponsor/Ad Voice]

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[Sponsor/Ad Voice 2]

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[Sponsor/Ad Voice]

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[Sponsor/Ad Voice 2]

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[Sponsor/Ad Voice]

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[Tersh Blissett]

Help you grow your business. Learn more at upfrog IO. Hello everyone out there in podcast world having a wonderful day. You're listening to Washington Service Business Master podcast. We are live at AHR 2025 in Orlando, Florida.

[Josh Crouch]

I feel like you're always guessing when you it's like the third time you're like 2025, it's still January.

[Crystal]

Oh no, it's this February friend. Yes. Eleven days in. Yeah.

[Josh Crouch]

First that means Valentine's the right year.

[Crystal]

Yes.

[Josh Crouch]

So you better get your assistance something very nice.

[Tersh Blissett]

Great news is that's a made up holiday so we don't acknowledge it too buddy. Right? Yeah, my love.

[Crystal]

Every day.

[Tersh Blissett]

We actually do not subscribe to the gift giving hope thing and gifts all year long.

[Josh Crouch]

Are you the gift that keeps on.

[Tersh Blissett]

Gift crying the gift we literally it's for us. We decided early in the relationship that it was one of those things that sporadic gifts were more enjoyable than just designated days. So things will just randomly appear and like oh this is cool.

[Crystal]

That's nice.

[Tersh Blissett]

Yes. And we put a sad Hershey's probably automated that too. You can automate wrote a python code that will generate a random time of the year and it will then send a notification to the florist on that random day send us buffet of flowers.

[Crystal]

All the men are looking at you.

[Tersh Blissett]

Like oh you want that automation? Just let me know and I'm happy to give it to you. The just free 9 earn. I didn't go back to the jewels at all. We're super excited to have got Crystal here. Crystal is with Lemon Seed marketing. I thought it was marketing but we're.

[Josh Crouch]

Talking about Lemon C. We're talking about women. You do a lot of stuff with everything.

[Crystal]

And I can talk about both because women in HGACR has had a great show at em. Lots of people have come up to the booth wanting to know how they can get the women that are in their businesses more involved. And it's such a great organization. And so we're over on the 2000 row of the millions of booths that I feel like are in there.

[Tersh Blissett]

So just so you all know, there's not a 12,000, there's a 1,200 because I thought there was a 12,000 and I walked all the way to that end when I was supposed to be at 1229.

[Crystal]

You're at the whole wrong end.

[Tersh Blissett]

The entire wrong.

[Crystal]

Oh yeah, very.

[Tersh Blissett]

And through all the crowds.

[Crystal]

Where is your assistant?

[Tersh Blissett]

My assistant was actually at the house getting ready for a house party. So that's all on me. And honestly. Yeah, that was a nice walk. And then in the afternoon yesterday and so people were just tired of walking so they would just randomly stop in front of me and I had longer legs and a long stride. So we collided.

[Crystal]

Oh man.

[Tersh Blissett]

People going from one end of this place to the other because I was running late.

[Crystal]

Yeah. Trying to get somewhere.

[Tersh Blissett]

Anywho, talking about marketing.

[Crystal]

Yeah.

[Tersh Blissett]

And one style or way to market the only way you have to do it. There's multiple ways to market brand. So for those who don't know what Lemon Seed is, can you tell us what that is?

[Crystal]

Yeah. So limited. Basically like a marketing coach and a branding partner for home service companies that really want to embrace long term success and get off that hamster wheel of chasing every lead immediately. And so we want to help clients like really build their brand in a long term strategy for consistent growth year over year over year.

[Tersh Blissett]

So with you saying not being as more so much as chasing after like the immediate leads.

[Crystal]

Right.

[Tersh Blissett]

How do you feel about the automation and AI that Josh and I thought about?

[Crystal]

Well, so I always think these are resources that are being added to make you more efficient. So the more. Was that a test? Well, so one thing that people focus all the time when we're working with our clients, I'll be like, hey, one thing that would help you grow your business is answering the phone. Just straight up answer the phone and nothing to do.

[Josh Crouch]

I know some of the data I put out yesterday was just like the actually service type weird about that was like 17% of all calls are missed.

[Crystal]

I'm on phrase.

[Josh Crouch]

I mean that's millions of calls over the course of even just a couple of months.

[Crystal]

Well, I talk to contractors literally every day and they're like, my marketing is not working and I need somebody to help me fix it. I don't know what to do. I'm not a marketer.

[Tersh Blissett]

You know, your Booking percentage is 13.

[Crystal]

Well, I will go look and say, well, what happens at your business between 11 and 1? And they're like, oh, everybody goes to lunch. And I'm like, yes. So you're missing like 30 calls a day because people are trying to call you when they went home for lunch or whatever they've done or they had a time to call you and you're just not answering, nor are you returning the calls. And they're like, well, my team deserves a break. Gotcha. But can they take a staggered grade? I'm like, this is not rocket science. But I think sometimes we get so in our head that things are not gonna work, that we've been manipulated, that everything's expensive, that we never step back. You know, marketing, opera, in operations have to be partners. They have to be married. Because if you find that it's times.

[Tersh Blissett]

That Josh and I'll have a conversation about something, and sometimes it's just Josh venting, sometimes I'm asking him a question. Most of the times I really don't care. But.

[Crystal]

He.

[Tersh Blissett]

It's really one of those things. Yeah, it's one of those things where as a marketing agency, I don't, I'm lucky I don't have to deal with this. And. But y' all get the brunt of this. I know that people are like, I. I don't have enough leads coming in. Like, you're not doing a good job as a marketing agency. And what it ultimately boils down to is the operations process has not been optimized.

[Josh Crouch]

I think that's a hard thing to look.

[Tersh Blissett]

Internally though, it's as a business owner. I don't want to hear this guy that I talk to once a month. And it's only because I'm complaining to him that I don't have leads for him to tell me, you know what? You don't know how to run your office.

[Crystal]

Well, it's a challenge. It's a challenge because the only thing that saves me some is that I've been. I'm from a contractor background, so I grew up. Sure. You're this. Yeah, yeah. So my grandfather retired from the Navy in 1974, opened up McWilliams Refrigeration and Appliance. And then my dad jumped in the business. Then my dad bought from my grandfather. Then my brother jumped in the business and my dad. My brother bought from my dad. And so we're just like a.

[Tersh Blissett]

Basically like a one shelter, right?

[Crystal]

Yeah, we're basically a one man shop. So no, we're a million dollar space now. Three locations. And in 20, 2014, my brother said, I'm getting ready to buy the business from dad and I do not want to run the marketing or the employee retention recruitment. I don't want to do a co op dollars. I don't want to be on social media, dancing. I want you to like, figure all this out.

[Tersh Blissett]

I got them on the podcast many moons ago. And he was like, this is not my cup of Tea?

[Crystal]

Yeah.

[Tersh Blissett]

Crystal's making me do this.

[Crystal]

Yes. Because my brother, like, he puts his head down and goes to work. And so that's what. That's when I really learned, like, the difference between a business owner, like a good, solid technician running a business, and an entrepreneur running a business. Because.

[Tersh Blissett]

Explain that.

[Crystal]

Well, because I think when you're an entrepreneur, you understand the importance of solid operations and processes and things like that. When you're a good technician and you can be both, I just think a lot of times I have sweetest clients and they're fantastic technicians that decided to go out on their own, but they have no idea how to run a business. And so they're just good at the art of replacing and fixing and installing heating and air conditioning. And it just. It really becomes a struggle for them because they don't understand, like, you know, pricing and they don't want to negotiate marketing and, you know, software. Like, I mean, you hang it up for a lot of them. And so I realized then that my brother had this entrepreneurial spirit to him. And then he let me run with a. He gave me a marketing budget and he gave me support and marketing. We were growing 40%, 50% one year. We were going 60% year over year. We were going into new markets, and in 14 months, we were hitting $2 million. I mean, we were. We were. Now we're in a rural area of East Texas. And so we did not have to play the heavy super metro market game. But so it just.

[Tersh Blissett]

Sometimes the metro market is. Is a little easy, not. Wouldn't say easier. It's different.

[Crystal]

Different.

[Tersh Blissett]

Yeah, you know, it's a lot more. 70. Yeah. You have 7 million people. You can make a lot more mistakes without it being like, small town. You make some mistakes and all of a sudden.

[Crystal]

Yeah, well, so one person said. One person said, oh, I just want to be five mile famous. I was like, five miles for me is like two people, some cows and a pasture. But, you know, the same concept, though, goes to, like, owning. Owning your space. And so now, like, I have learned that a lot of people are not like my brother. And I also have learned that contractors, I think, are hungry for direction. The person that I feel the sorriest for in the whole marketing scope is digital providers, because, man, they can really. It is their fault. It is never their. They never get the credit and they always get the blame.

[Josh Crouch]

And I say H Vac because H Vac has demanded, like, it's February right now, and not it's.

[Crystal]

I mean, and they're like, it's not working. And you're like, no, there's no one searching. I don't know what to do to make people go search. And I'm also watching like contractors. I was on this the other day. I was on this tangent because I watch contractors have their best year ever with a new website company with a new SEO strategy. Maybe it's different. Maybe they got a Google my business strategy. They've deployed it. But somebody comes along with an audit in their email.

[Tersh Blissett]

No, no, no.

[Crystal]

What is the client?

[Tersh Blissett]

I never heard.

[Josh Crouch]

You're going to trigger me. I'm going to just talked about a rant I think I was ran in the last.

[Crystal]

Well the contractor will say, well, we weren't doing it. Y' all weren't doing anything for me. So I cut it and I'm over here. So I'm in the middle. Limit seed sits in the middle where a facilitator. We're trying to say, oh, wait a minute. And so I'm like, sir, hang on. Pause. Everybody hit pause. We are not going to leave our digital provider. Say it with me. We're not going to leave our digital provider just because another digital provider who. This is going to be a lot bulb moment wants. Your business has told you everything that's done wrong. We can poke holes and everything. The goal here is you're much better off working closer with your digital provider that you currently have most of you then you are completely and totally restarting all the way over rebuilding a website. This is a sales tactic. This is a marketing scare tactic. Like start realizing it and understand our audits. Good. Absolutely. Should you take them into consideration? Every word on consideration, maybe. But pulling trigger in running relationships and burning down your web footprint is disaster.

[Josh Crouch]

No, I was just talking about this with Eric Thomas yesterday.

[Crystal]

I was about. Yeah, yeah, yeah. Barely.

[Josh Crouch]

Eric gets around. Where are you at here? Of course burn. Because he was telling me how many clients he had that like what.

[Tersh Blissett]

Because we.

[Josh Crouch]

We keep track of like how many clients left and then they come back. I think last year we like seven or eight that they left. I'm like, oh yeah, that was a breener.

[Tersh Blissett]

You know.

[Josh Crouch]

But then you're re. You're like rebuilding the strategy every time and you're. You're setting yourself wasting your money.

[Tersh Blissett]

Dave's wires, Colleen's dad and wasn't online access. I knew that.

[Josh Crouch]

I mean we had a big banner.

[Tersh Blissett]

On the pool, but online access. Dave and I were talking about that the other day and this is no one of the. The things about it and. And Contractors need to think about this the same exact way when a client goes to another company. Whenever you have a client that decided to leave, make us an audit like that. We happen to be talking about these audits. He said, give them everything they want and let them leave. Because what they'll find, what they'll find out is like, they were happy with us for seven years and then this one audit changed their mind. And it's going to take them away. They'll be right back. And. But now if the off boarding process is extremely painful and torturous. Yeah.

[Josh Crouch]

And they.

[Tersh Blissett]

And they get a terrible taste in their mouth, then even if it doesn't work out with the new company, they're not coming back to you.

[Josh Crouch]

You want to know how I fix that? Oh, she's in charge of it.

[Tersh Blissett]

I don't communicate.

[Josh Crouch]

I don't communicate with the clients at that point.

[Tersh Blissett]

Anybody that doesn't follow Josh on social media probably should. If you like Days of our Lives or Jerry Springer, he likes to throw chairs.

[Crystal]

You say throw in chairs. You can be the Steve.

[Tersh Blissett]

No, I'm not either down. I'm throwing chairs with him.

[Crystal]

Well, listen, I'll be the first one.

[Josh Crouch]

Handing you the chair to throw.

[Crystal]

I'll be the first person to tell you that I have told contractors before, we've got to get out of this digital situation. Okay. Because sometimes it is just not a good fit. So some of those examples in the past have been for, you have zero visibility into what's actually happening because they've literally hijacked everything that you, you have no visibility into your ads, account or advertising.

[Tersh Blissett]

You're advocating for the contractor.

[Crystal]

Yeah, I advocate. So I work on the side of the contractor. I don't work on for vendors. I work for the contractor. And so sometimes I'll say, man, we need to ask for some visibility here. Like why. So why do we not see any growth on our organic search when we are doing our part? So why we should see more direct search coming and things like that. So I'm always like, let's.

[Tersh Blissett]

When you say we're doing our part, what is our part that we're doing?

[Crystal]

Sure. So I feel like contractors, we can be doing a lot of things, so. So we can be doing things in the public. We can be doing things to get our names mentioned online.

[Tersh Blissett]

And so people, what are some of those things? Like, like, if I'm taking notes, like, I want to read this thing.

[Crystal]

Also, one easy, easy thing is like, are you a member of your local chamber of commerce? Are they backlinking you. So like put your actual web address on your listing with your.

[Tersh Blissett]

We asked for a no follow backlink. Right.

[Crystal]

So I'm not a digital expert and I'm like, I don't know.

[Tersh Blissett]

Just kidding. Don't, don't ask for that.

[Josh Crouch]

First of all, first of all your rep at the chamber probably is no way to ask him for. Don't ask for it. Just, just get the link and then.

[Crystal]

Just using like using words that I want to be associated with in my social media. Making sure that your social media is actually talking about things. The captions actually have words that are applicable to the services that you provide. Review response. Are you actively reviewing and are you participating actively with your name? So you need to drive your own name recognition. That's why I'm passionate about your brand. Like you can't sit back and let all these vendors do it for you. You are the biggest representation of your brand. So start putting your brand out there more.

[Josh Crouch]

Well that's, that's some of the stuff we were sharing. Our AI automation talk yesterday was really simple stuff. This was back. This is where I did a professional services. When we first started learning Zapier was all Google reviews. Go to all the social media apps, syndicate them all out. Maybe it wasn't the best like long term strategy but it was like five star is synonymous with our name. Everywhere you stop.

[Crystal]

Yeah.

[Josh Crouch]

You know same thing when, when somebody creates a blog post. Take that blog post. Now we create a video, create email, great social media content all out there.

[Tersh Blissett]

Now that, that like Cast Magic is one that we use personally. It's got probably 30 prompts inside of Castmagic. You, you upload one blog post to Castmagic or one audio video like one.

[Josh Crouch]

Audio like this that we're sending. We have content for a week.

[Tersh Blissett]

Not just 30 different social media posts. You have 30 different platforms in engagement and in each like on X it'll give you 20 of the the threads. So they sky 20 posts on X just from one piece of content like this.

[Crystal]

Well and the, the point is so you mentioned Trey earlier for brother Trey saying like I don't really like to do this. He didn't. But what my job was as the internal marketer for McWilliams was I would go to him and say want you to do this video about. Let's. So you know it's East Texas. We had a little Snowmageddon. It actually snowed. We don't have a snow plow.

[Tersh Blissett]

It's Savannah, Georgia.

[Crystal]

We have no clue what to do. It's the whole half of the state.

[Tersh Blissett]

Oh, yeah. They just said, don't leave the house.

[Crystal]

Yeah. Just stay home as long as I came.

[Josh Crouch]

Do some videos are calling snowman. It was like it was dust.

[Crystal]

I mean, we're out there, but we were excited for it, but we had to, like. I was like, I need content. So he did the content, and then my job was to repurpose that content as much and as often as possible to make it look like new content.

[Josh Crouch]

Well, and I think the thing. I think the thing that people forget and even for sure, we don't usually set because we have so many episodes that the content gets released once to all the places, but then it does. We don't repurpose it further.

[Tersh Blissett]

It takes so much. It's easy to do that.

[Crystal]

Yeah.

[Josh Crouch]

Well, I think. And I think Alex, I think you've heard his book. I think it was his book. Like, by the time when you start getting annoyed by your content is like the first time that your customers and your audience are actually here.

[Crystal]

So Lemon Seed made a lemon seed ourselves. We made an effort in 2025 that we were going to be posting two to three times a day. And at first I was like, what have I done to myself? Because, you know, you tend to just like contractors and just like us, we put our clients first. So we do all of our client work. And then it's like, oh, yeah, I've got a company that I need to promote, you know, or something. So I was like, okay, I'm gonna make a conscious effort to do this. Well, Jim McKee told me about Repo Repurpose IO. So we jumped that in there. We. So I just learned from watching other people what to do because I need your repurposed content. I want to sit down a day or two, record all of my content, and that be enough to push out very consistently all day long for at least a month. Or if not, I can't get even longer.

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[Tersh Blissett]

I want to give a huge shout.

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[Tersh Blissett]

Gennicky and I want to give a shout out to Key to Growth podcast. If you're not listening to it, go subscribe. I got one video, one camera.

[Josh Crouch]

If it's not produced, well, it's not my office.

[Tersh Blissett]

Josh.

[Crystal]

Okay. Yes.

[Tersh Blissett]

You have a podcast.

[Crystal]

Yes, from the Yellow Chair. Yellow Chair, which we talk about marketing in general for all home service companies.

[Josh Crouch]

Marketing and branding interrupts. We are. Hey Chris, I got a question for you. So because you guys do lots of branding as well and that's a hot topic and especially people think about it. Especially kind of when things are are like seasonal shoulder season and stuff. When it's like maybe I can make a change now, get it ready for the, for summer and stuff like that. What do they need to know about branding? Because I feel like people, people feel like it's a switch. Like oh, I'm gonna, I'm gonna get this pretty looking truck.

[Tersh Blissett]

Yeah.

[Josh Crouch]

Re shirts and my business can blow up.

[Tersh Blissett]

It's also there's, there's a aspect as a business owner where I'm like I'm about to rebrand and so I have six fans and if it's gonna cost me four grand per band and then I have to buy all new uniforms like this is a daunting.

[Crystal]

Oh, every day. So, Brandy, is it definitely a commitment? So you are, you are getting into a marriage, a long term marriage. So it needs to be taken very seriously when you do it. So for a lot of you that are working on traditional, what I call traditional shoulder seasons, I definitely wouldn't be trying to launch a new brand in Texas in July. That's a struggle. Right. So especially if you happen to be changing your name or like a drastic change to your brand, I would definitely tell you you're gonna two reasons. Number one, you're too busy. You're too busy to give it the effort that you need to give it, and is it anything, it's going to annoy you more than you will enjoy it. So I want you to be able to enjoy this idea that you're kind of a, a little rebirth, a little kick. But also you need it in the shoulder season to energize your brand and to just bring some attention to you because everybody's fighting for leads. And so if you do this in one of your shoulder seasons, whatever that means to you and your part of the country in your service, you know, industry, I would tell you that if you do it during one of those shoulder seasons, it just brings a whole nother level of energy and awareness to your brand. And people are like, oh, my gosh, this is so fun. And it gives you that longevity. Like, you start making the connections.

[Josh Crouch]

Sure.

[Tersh Blissett]

I think, you know what I was wondering. I, I, I kind of thought that you might have an opposite effect where, like, all right, I'm stressed, like, we're not working and I'm spending money on this and like, I turn into negative Nancy over here.

[Crystal]

Well, so branding is not going to drive immediacy.

[Josh Crouch]

So branding is, what kind of expectations do you sell? Like, client turning from the.

[Crystal]

So, dude, let me tell you what I think, what people are scared of.

[Tersh Blissett]

Who used to have an. Hey, mute scan it.

[Crystal]

Josh, I'm gonna tell you what I think the consumer, what the consumer is scared of. Okay. I think the consumer right now has gotten this weird understanding of the cuss word that is pe. So I think people have the. And when I see people right now, I'm talking about consumers in the market first.

[Josh Crouch]

You, you could ask that.

[Tersh Blissett]

Yeah.

[Josh Crouch]

Was your company.

[Tersh Blissett]

Oh, all the time.

[Crystal]

Are you owned locally?

[Tersh Blissett]

Yes.

[Josh Crouch]

What's your. They think he's corporate or.

[Crystal]

Yes.

[Josh Crouch]

Private equity.

[Crystal]

So I think consumers right now are like, I mean, something is not normal here and they don't care enough to learn the complexities of it. So what they do is they're looking for anything local to make a. Oh, this is a good. People want to support this small business. So when my sister and brother in law started their pest control company, of course we lost it with a brand. We had a mascot, we had a jingle. We knew that we needed to have money to do those things when we started because we are not amateurs at this show. So we knew what we needed. So people immediately assumed like, oh, so y' all are a franchise.

[Tersh Blissett]

Y' all just came in from somewhere else.

[Crystal]

Oh, well. And she. We had acquired a very small company because we needed somebody on our team that had a license at the time and so my brother in law could get it. And. And so the guy was like, hey, I only want to work another year or two anyway. So it worked out well. But people were like, yeah, well, we're not going to use you because you're a huge company, are you? No, we are not.

[Tersh Blissett]

How do you avoid that from the get go without. Without. Because the people that tell you that, like, I'm thankful for the people who give me the bad feedback. Because what's worse than bad feedback is no feedback at all. And they just leave.

[Crystal]

Yes.

[Tersh Blissett]

So like, what, what. How do you avoid that from the get go?

[Crystal]

You become a master storyteller of who you are as a company. You have to become a map. That's why branding. I think right now when people say branding, they're like, pretty truck, pretty logo. I've got a new brand. No, you don't. You have a logo and you have a van wrap.

[Tersh Blissett]

So at the time, like pre PE and VC that you wanted to look. Yeah, you were massive. Or you were. I mean, because there was a period of time where we had like two trucks on the, on the road and they're like, I see you everywhere. Yes, I got you because you're the trucks wrap. Well, we had our trucks wrap and we branded like crazy on Facebook and Instagram. We were going to town. We would sponsor all of the, the little league games and our high school football team. We gave out sweat rags with our logo on it. With Effingham county, you know, football and Pacific, we were giving away everything that we could to a fault. Sometimes we were like spending way too much money on branding.

[Crystal]

Yeah.

[Tersh Blissett]

But they were like, you're massive. You're. You're great and all this stuff. I went to a small business chamber event and I. A networking event, hand somebody my business card and they're like, oh, you're the lion guy. Like, I don't know what that means. Yeah, I, I, we have a lot, honestly.

[Crystal]

Yes.

[Tersh Blissett]

Yes. And she's like, I see your stuff everywhere. She's like, it's like every third post on Facebook. I see. I was like, you must have interacted with.

[Crystal]

Yeah, yeah, yeah, yeah. You have algorithm.

[Tersh Blissett]

So it is. But so, like, at that point, this is like, like 2020. Ish. Like 2019. 2020 is. And so I was like, yes, we look way bigger than what we are.

[Crystal]

Yeah.

[Tersh Blissett]

And then after that, like, 23 years, like, I need your corporate phone number. I was like, well, you got corporate.

[Crystal]

Yeah. I'm gonna put you on a brief hole.

[Tersh Blissett]

He's like, as I hold for the manager.

[Crystal]

Yes.

[Tersh Blissett]

Yeah, back up. All right.

[Crystal]

Well, that's why, like, at Lemon C, we coach all the time, like, this branding. When you are rebranding your company, we are literally telling a whole. We need to be telling a whole story. Not it's like giving a book. It's a picture book. Are you a picture book, or does your book have content? And so, like, you can have a beautifully designed cover. Ryan Sheep taught me this. You can have a beautifully designed book cover and open that to blank pages. And I'm like, that is so very true. Because a lot of times people will come to me.

[Tersh Blissett]

Honestly, that's what it is. Whenever I ask for questions like, okay, it looks really intelligent.

[Crystal]

And then it's like, nothing on the inside.

[Tersh Blissett]

Here's back in blank pages.

[Crystal]

That's why I sat in the middle.

[Josh Crouch]

Like, I said, referee be referenced.

[Crystal]

Boys at home. Yes, yes. But, yeah, you know, I just want to tell people, like, we do this big discovery with our clients to understand, like, who you are, because they come to us. I literally have had two people come to us with a brand that someone else created. And it isn't that the brand itself is not done well. It's all say, so why did you choose a parrot? And they're like, I don't know. They. They just told me I needed a mask on, so I chose a parrot. I'm like, do you raise parents? Do you have a period? Is your town known for parrots? And they're like, they just said the parrot was a good idea. And I'm like, what are we doing now? We have to write a whole story around a parrot that is not very authentic. But you've invested all of this money in this parent because it was trendy, and now you gotta live with a parrot for a long time. So I just want to understand that. We had another client that the name of their company was something to do with the letter green. And I was like, oh, so you're on. You live on the green street. You have a green house. You drive green cars. No. Nope. So how did you choose the name of your company? A random name generator. So I was like, my Lord, probably.

[Josh Crouch]

Get money on that to answer this question.

[Tersh Blissett]

Because I'm like, no.

[Crystal]

But we talked to him and come to find out he was in the army. So I was like, oh, we can actually make this into something. Because I was like, man, you really have to own your story. So, MC Williams, we had a sailor. My grandfather retired from the Navy. So we have Sailor Mac. That's what he was called on the warship. He served on the Kitty Hawk, and he was over all the refrigeration. So Sailor Mac is our mascot. We have eight of him. I think, at this point, true live huge mascots that go to all these things. And it really is an endearing thing for our community. But we can tell a story. Our entire team can tell the story because it's authentic story. And so when you're doing this in your company, you really. In your community, you have to be the store. You have to be the narrator. Stop letting your van narrate for your company independently of actually telling a story.

[Tersh Blissett]

That's a good point, because especially when you get from the vans, because if you're not building your brand or. Or you're not being very protective of your brand, it's very easy for it to get things to get out of hand as well. Oh, so, like, it could be the best thing in the world or the worst thing. Well, he says, if you don't have a good driving policy or like. So we put in cameras in our vans, and it's a protective thing to our technicians. It's also a protective thing for our brand because we were. We had a few phone calls where, like, hey, this guy cut me off your trapper. And I'm like, I don't have anything.

[Josh Crouch]

I don't have a lawyer to say.

[Tersh Blissett]

I have a leg to stand on. I don't have a cam.

[Crystal]

Can't even say it wasn't us.

[Tersh Blissett]

I have a g. Yeah, right?

[Josh Crouch]

And Right. But I couldn't say all that was me.

[Tersh Blissett]

I. Yeah, like, oh, that's my bad. Oh, you're the one that's right here on my left.

[Crystal]

My bad. Let me put my blinker on you.

[Josh Crouch]

The. That cut me off.

[Tersh Blissett]

Yeah.

[Josh Crouch]

So it's.

[Tersh Blissett]

But putting those trainers in our technicians first were like, all right, big brother. I was like, no, really, it's, it's to protect you as well. And sure enough, we've had it. We had it recently where a technician was driving in the left hand lane from the pass lane. And for those of you who are living in Florida, the left hand lane is the fast lane or the passing lane, not the cruise down the low.

[Crystal]

Speed limit lane for Texas, if we're able to get the word out.

[Tersh Blissett]

Yeah. So, but my technician was in the left hand lane and a driver was getting on the on ramp. The interstate crosses two lanes of traffic and just right up almost hits his front bumper. And then calls us and calls the police and says that he's tailgating them. I'm like, oh, let me look at the camera in real time. I've seen exactly what happened. And I let her know what happened and, and she was like, oh, I'll call back and cancel that police report. Don't worry, I've already called the police department.

[Crystal]

I had a different complaint. Yeah, yeah. When you really look at who you are in your community, you need to be known to kind of your point earlier, as, as the supporter, as the giver, as the fun one, or what. Whatever vibe you want them to build, but really working hard to determine it yourself and not let it be determined by the community.

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[Tersh Blissett]

Stay on brand when you don't feel.

[Josh Crouch]

Like being on brand?

[Tersh Blissett]

What do you tell people? Like, does that make sense?

[Josh Crouch]

Is that question?

[Crystal]

Yeah. So, well, let me, let me put a little spin to it. So I have people that are like, well, we've been in business 50 years, we're doing $10 million. We don't need to change anything. And I'm like, that's fair. I wonder where you'd be if you didn't have this terrible brand. Like, so you got here with this terrible brain, you know, so imagine what you really could have done if you had a very memorable brand. Because odds are what you are is a really good operator and the operations is what got you there. But again, when you partner together, that's when you really see success.

[Tersh Blissett]

You know, you mentioned that because there, there are brands that I see out there. Like, Simplify is a perfect example of when like simple. Started out with literally no brand at all, hardly like white vans with simple file inside of it.

[Josh Crouch]

It had a fan as red and black.

[Tersh Blissett]

Yeah. And then there's the reading right side. I mean they've grown.

[Josh Crouch]

I mean you got to like $70 million with a fan on this.

[Tersh Blissett]

But then, then they put that on there and then they're growing even more now. So it's like, how much, how much more could you grow if you get out of good.

[Crystal]

Well, and I kind of look at an app like an athlete. So like, you know, they're like, sometimes it's just natural talent, right? They're just naturally fast or whatever they can do. I mean then they change one thing so they work out differently and then they're like, okay, how do I go to the next level? Now I have to change my eating habits and then how do I go to the next. Well, now I got to do supplements. Right. So it's the same thing with companies. Like you're just going to grow for different reasons. So like I knew for spot on pest control for us to start out with a bang, we were going to start out with a strong brand and just financially invest there first and then grow our company from there. But it's not to say that you can't look at a 10, $20 million company and go, okay, how do I go even, even harder than this? Like what do I do differently if not be a brand new play, which is, is scary when you're out there looking at 200 trucks, things like that. So this is a schedule too. Like it's an investment all the way around. If you're either going to do it when you feel like you're broke already or you're going to do it when you feel like, God, this is going to cost me a lot and I have the money to do it, do I want to do it? I mean, am I going to see some returns?

[Josh Crouch]

What kind of expectations should someone reasonably expect or what kind of conversations do you have if someone's like, I really want to do this, but I, you know, I don't know what my, what it's going to look like ROI wise.

[Sponsor/Ad Voice]

What should I expect?

[Crystal]

So we, we go through this a lot of different ways with clients. So I always say this is an investment of a long term strategy. So I do not know that much is going to turn immediately the first day the truck hits the road. Are people just going to be calling you up like, I need to install a brand new twenty thousand dollar high frequency system today? I doubt that happens. But what we're trying to do is over time grow our direct search, our organic direct search style things, because that is the cheapest way that we could grow our business.

[Josh Crouch]

When you said direct search, I want.

[Crystal]

People, yeah, I want people to come and say, McWilliams Heating Cooling looking for my phone number, not AC repair near me. Okay. Like that is like I want people to look for me specifically or I want people looking for the girl in the yellow blazer. Like there's a lot of a different, there's a lot of different ways there. But I think you really want that name recognition. So that, that is, that is a much easier way to gain new customer acquisition than it is to fight everybody.

[Josh Crouch]

I can, I can say just from what we see, the companies that get more brand search are typically much more involved in the community. That brand search brings everything else up. So those AC repair and your ME searches, they do tend to rank higher because more Google recognizes big brands and they, that's kind of how they like keep score. Right. Otherwise they don't know. Google doesn't know if it's a good company, a bad company. They look at your reviews and they're looking like, well, if a lot of people are searching for this company, it must be good. Right? Because otherwise we wouldn't search for it for easy.

[Tersh Blissett]

Do you see much client churn whenever people go through a brand?

[Crystal]

So when. And that was a good question earlier. And we just got off track because I mentioned the word PE that sends everybody into a tail scare.

[Tersh Blissett]

Yeah.

[Crystal]

So no. And we don't because we curate a strategy for your internal database.

[Tersh Blissett]

So you just like cold turkey chains, brands. You're like, people think we're out of business.

[Crystal]

Yes. And you scare people and they think there's a new owner. And so all of a sudden you just wake up on a Wednesday and you're like, thank you for calling new name of my company. People are like, I thought I called so and so. And where is, where is Trey? Like, I want. And you're like, oh, we're the same company. And they're like, no, you're not. See, all of a sudden you're not who they thought that.

[Josh Crouch]

And they're confused.

[Crystal]

They're confused. And then you spend always. Yeah, well. And you just spend more time. So what you're much better off is like early releasing it big news with the same great company, same great people. But use your internal database almost to soft launch before you announce to the community. Let them feel like they are privy to this secret that you've been holding and just say. And especially if you, the owner, are, you know, surely sticking around, I would definitely have, like, a letter that goes out, this really emotional, impactful engagement with my database that says, you guys were here with me from the beginning. Y' all helped me get here. I'm so excited to elevate our brand to this new character, color, look, mascot, whatever you're doing and say, we're announcing this to the public next Thursday. Please help us celebrate on social media or with our.

[Josh Crouch]

You can also make your existing customer database feel special that they got, like.

[Crystal]

The beginning. Yes. And these are all just ways of engagement that are different than just rolling out. But again, we're attracted to the shiny objects. So a lot of us are excited to put those new trucks on the road and be like, yeah, like, here's my new trucks. There's my new brand new uniforms. Your team, it's really a strategy of how are you taking care of your existing team, how are you taking care of your existing clients, and then how are you going to launch into the new people? And when you look at all three of those strategies, you have to win them differently. So if your team finds out that you are changing your brand at the same time that anyone else finds out, that is unfortunate. So you need to have a launch party with your team and then this internal strategy and the external strategy. But it could sound complicated, but we're.

[Tersh Blissett]

Running up on the edge of time here. But if anybody in the crowd has any kind of questions, I don't want to dismiss that. We love the fact that we're able to have this in front of other people instead of staring at, like, Josh's face. So, Matthew, what you got there? Yeah.

[Josh Crouch]

So what would you say? Probably the best ROI as far as, like, getting involved with community, like, where do you start with how you build that organic growth?

[Crystal]

That's a great question. So he asked how. How do you make, like, what do you think is one of the best ROIs for community involvement? Right? Like, what type of community involvement drives the best roi? I can answer, but I don't want to. I'll get. Okay, go ahead. Tell you. It's going to shock people. I know you are number one. I'm sure y' all are shocked that I had something to say. Oh, God. I'm gonna tell you that. To me, it's gonna be weird, but I think it's local sports teams, especially kids teams. I'll tell you why. If you go more so, everybody wants you to put your low when the kids win, the parents, when the grandparents. So when you put there, a lot of you probably right now are doing like, here's 100 bucks. Put my logo on the back of your shirt. Leave me alone. Right? Like, here, I'm done. Or 200, put it on my banner, because my team's gonna go to another state. And you're like, that didn't help me at all. So you have to optimize these little things that you're doing. So instead of just giving them a hundred dollars, invite them to your location. Have Powerade. I come from the Coca Cola industry, so I love Powerade. Powerade. There. Have your mask on or your character there, have some of your team out there, have it by a branded truck and literally, like, put a check presentation in front of them. Take a picture on social media, interview the little players, which. I'm Tim and I'm five years old, and I'm T ball rock star. Look out on social media. And the grandparents and the parents, all of a sudden, they're raping.

[Josh Crouch]

All got me sharing.

[Crystal]

They never used you before, and they probably sometimes have even thought of you. But now they're sharing your content, they're sharing your name, and it cost you 50 bucks.

[Tersh Blissett]

So here's. I got another one. A buddy of mine plays travel ball, right? And he comes to me and he was like, hey, man, we need some money for this to go to his other tournament or whatever. Can you sponsor it? And I'm like, yeah, dude, I'll just sponsor it. He's like, I want you. I don't want you. I don't want to just come to you because you're my buddy and ask me for money. I'd like for you to get something out of it. I was like, dude, really, I'd rather just support you and. And the team, but I don't want.

[Josh Crouch]

To come up with a design.

[Tersh Blissett]

I don't want to go do this. He and I brainstorm together, and they always get these rings when they win these tournaments. And they're like crazy big rings. But it was like, there's this one thing that I was thinking about doing, and so, like, we actually did it where you can go by the sign. It's like a massive chain for the MVP player.

[Crystal]

I love this.

[Tersh Blissett]

And so this is massive chain with a big old sign on it. And it's got like, yeah, that's massive. And it's plastic, so it's not like piping, but it looks like. It looks like metal. And our logo and the team's name and then coming up with a brand. The name of the award, like, plays off their brand name.

[Crystal]

Yes.

[Tersh Blissett]

And so, like each one of the kids on the team will compete for that award at every tournament. And then they present it and make a big deal about it. Like, give the kid 50 buck gift card on social media. Yeah, that's it. And so, like, it's really the coolest thing. Lance kind of came up with that concept because I was just trying to give him a thousand.

[Crystal]

Well, you know, nothing's bigger in East Texas than Friday Night Football. Do not think that we don't have the Sailor Mac first down at every single football game. We just got a client that their last name was Raul. And so we're doing rally towels for RA because we know the importance of engaging with those local sports teams and things like that. Something impactful. I think it does drive a ton of just brand recognition, community involved. It's also a marathon approach to building your brand. Someone's not going to be like, you gave my son a Powerade. I'm buying a new system. It's not the way it works. But just again, when they have the issue that I can fix for them, I want them to remember all of these touch points that I put in front of them when they were at the top of the sales funnel. So.

[Tersh Blissett]

So I have a princess. I have a friend of mine I recently introduced to Josh. His name is Zach. Zach and Matt, they created a business. It's about four or five hours away from us, maybe three hours away. It's called We Care Heating Air. And their biggest thing in the world was that this monster truck, like it's a street legal monster truck, the F350, they wrapped it in their feet brand.

[Crystal]

And I'm already here for this.

[Tersh Blissett]

The kids, literally, they'll go to like the Perry, I don't know, the Perry State Fair. And they'll have this big monster truck out there and the kids just come and they just heard over to it, taking pictures. And they set it all up so the kids can take pictures. They'll have a professional photographer. There you go, pictures. And it's got We Care heating and air on the right behind the kid. The kids love it.

[Crystal]

In every single picture.

[Tersh Blissett]

Yeah.

[Josh Crouch]

So to answer your question, there's no great ROI on any of that stuff. It's all of it.

[Tersh Blissett]

Yeah.

[Josh Crouch]

So do it all the time.

[Crystal]

Yeah, consistently.

[Josh Crouch]

That's why you're automating so many things. You can spend your time doing branded community things.

[Tersh Blissett]

We appreciate everybody hanging out with us. If you do have any questions, Crystal is more than happy to help.

[Crystal]

I speak today over the top marketing trends I think contractors need to be looking at at 4 o'. Clock.

[Josh Crouch]

What room?

[Crystal]

Yes.

[Tersh Blissett]

Okay.

[Crystal]

Yes.

[Josh Crouch]

On the 300 level.

[Crystal]

Yes.

[Josh Crouch]

Walk around. You'll hopeless here.

[Crystal]

I'll have to go find my room number. It would be helpful to know that. But at 4 o' clock today on marketing trends that I think contractors need to be paying attention to in 2025. So a lot of this same conversation.

[Tersh Blissett]

Awesome. We appreciate y' all hanging out. Like I said, we're open book. We're helpful. I'm helpful with guiding you to Crystal. I can't answer any other questions. Thank you all for hanging out. We'll see you later.

[Crystal]

Thank you so much.

[Podcast Narrator]

Thank you for listening to this episode of Service Business Mastery. Now that you are equipped with essential business advice from this impactful conversation, you are one step closer to becoming the successful owner of your dreams. If this episode has been helpful to your business journey, don't forget to subscribe to the show, leave a rating, and share it with other owners as well. Visit servicebusinessmastery.com to learn more.