From the Yellow Chair

Send us Fan Mail Unlock the secrets to exceptional technician training and business success with our special guest, Danielle Wernert, a visionary leader who has transformed the training landscape for over 500 technicians. By tuning in, you'll discover how to bridge the gap in technical training and embrace a culture of learning and adaptability. Danielle shares her journey and insights on fos...

Send us Fan Mail Stephanie Postel, co-owner and COO of Anchor Heating and Cooling, takes us on an inspiring journey of branding and marketing success. In this episode, we uncover Stephanie's secrets to transforming her company into a thriving business in just three years. From her background in monogramming and embroidery to her experience as a Kappa Delta sorority member, Stephanie brings a...

Send us Fan Mail Unlock the secrets of successful rebranding and family business dynamics with our esteemed guest, Rory Krueger. Rory shares his transformative journey of steering a Missouri-based family-owned business from being a mechanical contractor to a company that resonates deeply with homeowners, embracing the charm of old-fashioned values. Discover how Krueger's strategic brand refre...

Send us Fan Mail Katy Higgins, a pioneering force in the HVAC world, joins us to share her remarkable journey from telemarketer to a powerhouse owner of a $5 million enterprise. Katy's narrative is one of grit and perseverance as she overcame industry stereotypes to emerge as one of the first female comfort advisors in Northern Utah. Her dedication to continuous learning has not only driven h...

Send us Fan Mail What if AI could revolutionize your marketing strategy and boost your customer lifetime value? This episode features the insightful Eric Thomas, founder of Rival Digital, and marketing expert Sarah Gerardo, as they share their predictions for 2025, exploring the future of AI in marketing for trades like HVAC and plumbing. Together, we discuss the challenges and opportunities AI pr...

Send us Fan Mail Tanya Strittmatter, a passionate advocate for the trades, shares her inspiring journey and the profound sense of community that binds the industry. Listen to Tanya as she recounts how her husband's legacy as a second-generation business owner shaped her path and fueled her mission to learn from past mistakes for collective success. We explore the role of organizations like Se...

Send us Fan Mail Ever wonder why some contractors stall while others soar? Join me, Crystal, as I unravel the mysteries behind successful branding and marketing strategies from my lively hub in Houston, Texas. After days immersed in conversations with local contractors, I've gathered tales of triumph and missteps—like the pitfalls of clinging to lackluster company names and the untapped power...

Send us Fan Mail Welcome to another engaging episode of "From the Yellow Chair," where we sit down with Leo Morales, the inspiring co-owner of BCI Plumbing, Heating, and Cooling from Denton, Texas. What if the secret to thriving in business and life lies in the people you surround yourself with? Leo's riveting journey across 34 relocations and diverse industries reveals just that. T...

Send us Fan Mail Discover how the HVAC industry is undergoing a seismic shift towards digital innovation with our special guest, Brian Feenie, a veteran in the field with decades of insight. Brian delves into the urgent necessity for HVAC businesses to craft a bespoke tech stack, illuminating the pitfalls and victories of leaving behind paper-bound traditions for cutting-edge digital tools like CR...

Send us Fan Mail How can a former manufacturing plant worker transform into a visionary force in outdoor videography? Jarod from Diboll, Texas, has done just that, and in this episode, we unlock the secrets behind his meteoric rise. As the owner of C4 Media Productions, Jarrod has redefined brand storytelling in East Texas, particularly shining a light on the untapped potential around Lake Sam Ray...

Send us Fan Mail What if the secret to elevating your brand lies within the lens of a camera? Join us as Tim Edmond from 79 Photography unravels the transformative power of photography in branding, sharing his journey from a passionate hobbyist to a sought-after professional. Tim opens up about the unique ability of personalized, localized imagery to capture the true essence of a brand, setting it...

Send us Fan Mail Unlock the secrets to transforming your hiring process with Paul Sanneman, a seasoned expert in construction industry coaching and recruitment. Together, we explore the revolutionary impact of AI and automation in tackling staffing shortages, and why viewing employees as valuable investments can lead to unparalleled success. Paul's incredible 95% success rate in hiring is a t...

Send us Fan Mail Discover the secrets behind effective marketing for the home service industry with our dynamic guest, Amber Gaige. With roots as a plumber's kid in North Texas and a marketing career that reached national acclaim, Amber shares her remarkable journey and the lessons she learned along the way. We promise you'll walk away with actionable insights as Amber introduces her &qu...

Send us Fan Mail How does one go from aspiring English professor to thriving plumbing business owner? Join us as we sit down with Jessica Young from Young Plumbing, who shares her extraordinary journey into a career she never expected. Marrying into a family business, Jessica found herself immersed in the world of plumbing, navigating challenges such as shifting from new construction to service wo...

Send us Fan Mail Unlock the secrets of compelling branding and business culture with our special guest, Ryan Chute from Wizard of Ads. This episode promises to transform how you view branding, as Ryan shares insights likening a brand to a book, where the logo serves only as the cover while the story unfolds within. Through engaging stories and a rebranding case study, discover how authentic storyt...

Send us Fan Mail Unleash your creative potential and boost your brand's impact as we share inspiring takeaways from the Circles Design Conference in Grapevine, Texas. Join Emily, Leslie, Rachel, and Cody from the Lemon Seed creative team as we explore the power of personal and brand identity in design. Rachel shares wisdom from Sean Fox's session, emphasizing the courage it takes to embr...

Send us Fan Mail 0:00 Branding and Marketing Strategies for Success 5:40 Engagement Through Community Involvement 9:42 Strategic Marketing and Branding Tactics 13:48 Building Brand Success Through Fall Training Ready to elevate your branding and marketing strategies? Discover how to successfully navigate the balance between these two crucial elements of your business. Learn why branding, although...

Send us Fan Mail In the virtual Lemonade Stand, Crystal is joined by the legendary "Uncle Joe" Crisara from Service MVP! They discuss effective sales strategies, the art of persuasion, giving more than taking, and the importance of a coordinated effort between sales and marketing. 0:00 - The Power of Value in Sales 10:18 - Strategies for Sales Success 20:40 - Building Leadership for Sale...

Send us Fan Mail In the virtual Lemonade Stand, we take you back to the past! Crystal and Emily take a deep dive into Lemon Seed's mission, vision, and values - and offer advice on creating your own! They cover the following topics: 0:35 - Defining Your Brand Statements 5:00 - What's Lemon Seed's Mission? 7:00 - Diving Deeper & Crafting Your Own Mission 11:00 - The Impact of You...

Send us Fan Mail In the virtual Lemonade Stand, Emily is joined by Ashley Stroud from Plumbing Outfitters! They discuss their recent rebrand process, the decision-making that led to their refreshed identity, and keeping grounded with their vision during the journey. 0:07 - Plumbing Outfitters Rebrand Success 5:27 - Branding Process and Identity Discovery 16:28 - Rebranding Success and Community Im...

Send us Fan Mail In the virtual Lemonade Stand, Emily is joined by Jeremy Williams from Bluon! They discuss Bluon's journey with innovation, technology, and support - all centered around their transformative app for HVAC technicians. 0:07 - Bluon's HVAC Technology Innovations 12:22 - Bluon for Business Want to learn more about Bluon? Check out their website for more information! Want som...

Send us Fan Mail In the virtual Lemonade Stand, we're excited to bring you a special perspective series featuring team members from Lemon Seed Marketing! This week, account managers Hanna and Nina join us to discuss the following: 0:07 - Building Trust and Relationships in Business 11:33 - Navigating Difficult Decisions in Leadership Want some more insight into your marketing? Be sure to chec...

Send us Fan Mail In the virtual Lemonade Stand, Crystal and Emily throw it back to a previous episode to talk about making your units and condensers "cool" through the power of marketing! They discuss the following topics: 2:47 - Bringing Life to Your Offers 6:38 - Language and Wording in Your Brand 8:00 - Hopping on Social Media Trends 10:10 - Using and Utilizing a Mascot 12:30 - Paying...

Send us Fan Mail In the virtual Lemonade Stand, Crystal is flying solo to discuss the role of a community marketer in your business! We touch on creating an elevator pitch, leaving a lasting impression on your customers, and leveraging local connections to get your brand out there. 0:08 - Networking and Guerrilla Marketing Strategies 11:16 - Building Authority Through Strategic Partnerships Want s...

Send us Fan Mail In the virtual Lemonade Stand, Crystal and Emily sit down to assess strategies for new customer acquisition! They discuss attracting these customers, pointers for financing opportunities, and when to divert focus around your audiences. 0:08 - New Customer Acquisition Strategies 11:22 - Strategic Marketing and Pivoting Strategy 20:08 - Monthly Group Coaching Call on Marketing Want...