Brand Before Algorithm: Marc de Schweinitz on Creative Marketing and Branding Beyond Google

Brand Before Algorithm: Marc de Schweinitz on Creative Marketing and Branding Beyond Google

In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Marc de Schweinitz, the CMO at A Plus Garage Doors, for an inside look at marketing in the home services industry. Marc shares his journey from working in advertising at Google to leading marketing efforts at one of the largest woman-led garage door companies in the US. Together, they dive into what it really takes to grow a service-based business, blending creative storytelling, branding, and a data-driven mindset. Jen and Marc discuss why relying solely on Google isn't sustainable and the importance of diversifying marketing channels. Marc reveals how he expanded A Plus Garage Doors' reach beyond organic search and pay-per-click ads into branding with TV, billboards, radio, and community sponsorships. He underscores the need for creative campaigns that are memorable and tailored to real-life customer pain points, rather than just following industry templates. Marc offers a behind-the-scenes look at the process of creating attention-grabbing ads, including the company's standout Halloween campaign that blended humor, emotion, and AI-powered production. He emphasizes that even with powerful tools like AI, original ideas and a deep understanding of the target audience are irreplaceable. The conversation gets honest about the emotional side of entrepreneurship—how authentic growth comes from experimenting, taking creative risks, and learning from both wins and setbacks. The episode wraps up with practical advice for marketers and business owners: measure what matters, from branded search volume to direct traffic, but don't underestimate the impact of human connection and service quality. Marc also shares lessons on making marketing investments in new markets, the value of intentional boundaries, and why your business can only grow as fast as your systems, team culture, and customer experience allow. Timestamps: 00:02 Meet Marc de Schweinitz and his marketing background 03:55 The state of A Plus Garage Doors' marketing before and after Marc's arrival 05:49 Why you can't put all your eggs in the Google basket—and how to diversify 07:10 The surprising power of creative in ad campaigns and conversions 08:24 How focusing on customer pain points led to a standout Halloween campaign 11:16 The realities of using AI in ad creation and the human factor behind breakthrough ideas 17:18 What marketing channels are driving ROI for A Plus Garage Doors right now 20:42 Entering a new market: strategies, lessons, and creative approaches 23:29 Making data-driven decisions—when to pivot and when to double down 26:46 Moving up the funnel: Top and middle-of-funnel marketing channels that work Coupons, if anyone needs their garage door fixed in Utah or Nevada https://utahgaragedoors.net/coupons/ [https://utahgaragedoors.net/coupons/] Connect with A Plus Garage Doors Facebook: https://www.facebook.com/aplusgd [https://www.facebook.com/aplusgd] Instragam: https://www.instagram.com/aplusgaragedoors [https://www.instagram.com/aplusgaragedoors] Youtube: https://www.youtube.com/@aplusgd [https://www.youtube.com/@aplusgd] LinkedIn: https://www.linkedin.com/company/aplusgaragedoors/ [https://www.linkedin.com/company/aplusgaragedoors/] Website: https://aplusgaragedoor.com/ [https://aplusgaragedoor.com/] Connect with Marc De Schweinitz LinkedIn: https://www.linkedin.com/in/deschweinitz [https://www.linkedin.com/in/deschweinitz] Email: marc@aplusdoor.com [marc@aplusdoor.com]Contact number: 17348648032 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/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [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/ [https://www.servicebusinessmastery.com/]

Bridging the Trust Gap: Marketing Innovation with CJ Todd

In this episode of the Kee To Growth Podcast, host Jen McKee sits down with CJ Todd, founder and CEO of Kreadiv—a company focused on bridging the trust gap between vendors, contractors, and their audiences within the home services industry. Jen kicks off the conversation exploring the origin of the company's name, which is the phonetic spelling of "creative" and designed to stand out in a crowded SEO landscape. They unpack how attention and trust are the essential pillars of a successful marketing strategy, especially in an industry where transparency can often be lacking. CJ shares the story of his transition from his previous work at EGIA—where he managed everything from online learning and government campaigns to non-profit outreach and brand development—to launching his own company. He dives into how Kreadiv's signature offer began: a turnkey, white-label webinar solution that helps other vendors elevate their educational marketing and generate leads. Jen and CJ highlight the real-life impact of webinars, emphasizing their role in building a marketing ecosystem for both B2B and B2C businesses, and how even home service contractors could adapt educational webinars as a way to reach more customers. The conversation then shifts to the evolving digital landscape, particularly the growing influence of AI and answer engine optimization (AEO). CJ explains the increasing importance of AI trust signals—factors that determine whether large language models like ChatGPT, Google AI Overview, and Perplexity recommend a contractor to homeowners searching for services online. They discuss actionable steps contractors can take today to improve their digital trustworthiness, such as auditing and maintaining consistency in business names, addresses, and phone numbers across directories, websites, and social media accounts. CJ also touches on the value and challenge of offering pricing transparency on websites, and how doing so early can establish a powerful first-mover advantage in AI-driven search results. Throughout the episode, Jen and CJ keep the advice real and relevant, focusing on turning the often messy, technical reality of marketing and branding into practical, human-centered strategies. From sharing the emotional journey of starting something new, to geeking out over the specifics of building trust online, this conversation is a blend of tactical tips and big-picture encouragement for any business owner striving for sustainable growth in today's digital-first environment. Timestamps & Topics 00:00 Welcome, intro to the episode, and background on CJ Todd 02:01 The story behind the Kreadiv brand and its unique phonetic spelling 03:36 CJ's background with EGIA and transition to entrepreneurship 06:03 How the white-label webinar strategy was developed and why it matters 09:06 Building a marketing ecosystem: webinars and other top-of-funnel activities for contractors 11:03 The core marketing philosophy: attention, trust, and building educational content 14:01 Brainstorming ways contractors could use webinars to reach new audiences 17:22 Repurposing webinar content for ongoing value and integrating it into your marketing 17:43 The leap from webinars to AI and answer engine optimization for trades businesses 20:15 How AI trust signals and digital reputation affect who gets recommended in search 28:23 Practical steps contractors can take to improve their AI trust signals and online consistency Connect with CJ Todd Facebook: https://www.facebook.com/cj.todd1 [https://www.facebook.com/cj.todd1] Instragam: https://www.instagram.com/cjtodd22/ [https://www.instagram.com/cjtodd22/] LinkedIn: https://www.linkedin.com/in/cjtodd1/ [https://www.linkedin.com/in/cjtodd1/] Email: iamcjtodd@kreadiv.io [iamcjtodd@kreadiv.io] Connect with Kreadiv Website: https://kreadiv.io/ [https://kreadiv.io/]Facebook: https://www.facebook.com/kreadiv79/ [https://www.facebook.com/kreadiv79/] Instagram: https://www.instagram.com/kreadiv79/ [https://www.instagram.com/kreadiv79/] TikTok: https://www.tiktok.com/@kreadiv79 [https://www.tiktok.com/@kreadiv79] 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/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [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/ [https://www.servicebusinessmastery.com/]

Building Trust, Building Leads: Andy Hobaica's Human Approach to Home Services Marketing

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with service industry leader and sales expert Andy Hobaica for a lively, real-world conversation on sustainable business development in the trades. Andy, a third-generation member of his family's company, shares insights from a lifetime in HVAC and home services, opening up about the evolution from repair-focused operations to the sales-driven growth strategies that define modern service businesses. Listeners will get a window into the "messy middle" of entrepreneurship—where long-time values meet the need for intentional boundaries and real marketing results. Jen and Andy dive deep into how authentic relationships and a customer-first mindset are crucial for service-based businesses. Andy stresses the importance of personal connection in sales, shifting the team's mindset from high-pressure tactics to becoming trusted advisors. Through engaging stories and tactical examples, he unpacks how systems like structured roleplay, peer-led training, and easy referral programs build both confidence and results within teams. Andy's coaching style blends hard skills with genuine intent, showing how a business truly grows at the speed of its healing—internally and in the community. A big focus is placed on the often-overlooked power of working your current customer base. Andy provides actionable strategies for generating consistent leads, from multichannel marketing to neighborhood door-knocking, and explains why most service companies leave money on the table by not fully engaging their existing clients or leveraging referrals. The conversation returns again and again to human behavior—why business owners get in their own heads, why employees resist sales, and how small mindset shifts can unlock both profit and purpose. The episode wraps up with Andy's inspiring commitment to giving back through his nonprofit, One Bag at a Time, and his practical challenge for listeners to make community service part of their daily lives. For anyone in the trades ready to get honest about the challenges, re-frame their approach to marketing and sales, and lead with authenticity, this is a can't-miss conversation. Timestamps & Topics: 00:00 Intro, show overview, and host background 01:14 Andy's story and family business legacy in HVAC 04:45 The evolution from repairs to a sales process in home services 08:02 Biggest challenges for small companies: marketing confusion and lack of sales process 11:55 Building trust in sales and re-framing the advisor role 13:04 Team training: Role play, incentives, and recruiting for values over skills 16:08 CSR (customer service team) training and the importance of 1% improvement 17:16 Generating consistent leads, working your current customer base, and referrals 20:43 Effective referral and review programs for service businesses 24:08 Multi-touch marketing tactics: mailers, social ads, door hangers, and community outreach 30:45 One Bag at a Time: Giving back, leading with purpose, and doing good deeds daily Connect with Andy Hobaica Facebook: https://www.facebook.com/andy.hobaica [https://www.facebook.com/andy.hobaica]Instragam: https://www.instagram.com/andyhobaica/ [https://www.instagram.com/andyhobaica/]LinkedIn: https://www.linkedin.com/in/andy-hobaica-093b5a85/ [https://www.linkedin.com/in/andy-hobaica-093b5a85/]Connect with Hobaica Services Website: https://www.hobaica.com/ [https://www.hobaica.com/]Facebook: https://www.facebook.com/hobaicaservices [https://www.facebook.com/hobaicaservices]Instagram: https://www.instagram.com/hobaica_services/?hl=en [https://www.instagram.com/hobaica_services/?hl=en]LinkedIn: https://www.linkedin.com/company/hobaica-services/about/ [https://www.linkedin.com/company/hobaica-services/about/]Contact Number: 602-633-9555 Connect with One Bag At A Time Facebook: https://www.facebook.com/HomelessGrabBag [https://www.facebook.com/HomelessGrabBag]Instragam: https://www.instagram.com/onebagatatimeaz [https://www.instagram.com/onebagatatimeaz] Website: https://onebagatatime.org/ [https://onebagatatime.org/]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/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [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/ [https://www.servicebusinessmastery.com/]

Marko Sipila on Pricing Transparency: The Online Quote Strategy Driving More HVAC Leads

In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Marko Sipila, founder of HVAC Quote AI, to unpack how online pricing tools are changing the game for contractors who want to stay relevant in today's Google and AI-driven landscape. Together, they dig into the deep shift happening as search engines like Google and AI assistants like Gemini increasingly prioritize direct answers to user questions—especially around "how much will it cost?"—and how business owners can thrive by embracing transparency. Marko explains why contractors' hesitation to put pricing online often stands in their own way, sharing compelling data that businesses who publish their prices actually attract higher-quality, more qualified leads. He shares his journey from the epoxy and concrete coating industry to creating HVAC Quote AI, and describes how critical it is for software solutions to be easy to implement, easy to use, and designed to give business owners clear, actionable value. Jen and Marko explore how Google's evolving model now crawls contractor websites (and even calls businesses using AI!) to gather pricing info directly, often bypassing traditional web traffic. They cover the importance of domain rating, strategies for using online quote tools in digital ads and remarketing, and why following up quickly and effectively with leads is still an unshakable edge—especially for those running Facebook ads and nurturing every prospect from unaware to ready to buy. The episode dives into the messy middle of entrepreneurship too, discussing intentional boundaries, common mistakes in Facebook ad strategy, and what it truly means to leverage human behavior in marketing. Jen and Marko emphasize authentic connection and adapting to change—rather than resisting it—as the real keys to sustainable growth in the trades and service-based industries. Timestamps 00:14 Introduction and episode overview 01:19 Marko's background and why he founded HVAC Quote AI 02:27 The real reason contractors hesitate to share pricing online 03:27 How the tool makes online pricing easy for contractors to implement 05:16 How Google and AI models crawl pricing data and what that means for rankings 07:36 The growing importance of transparent pricing for AI search and domain rating explained 11:35 The most successful ways contractors use online quote tools and advertising 13:17 Facebook ads mistakes, optimizing for the right objective, and tracking conversions 15:08 Email marketing, remarketing, and cross-channel strategies with quote tools 21:33 The critical role of follow up speed and processing Facebook vs. Google leads 27:25 Making buying easy for modern customers who don't want to call Connect with Marko Sipila Website: https://markosipila.com/ [https://markosipila.com/]Facebook: https://www.facebook.com/markosipila12 [https://www.facebook.com/markosipila12]Instragam: https://www.instagram.com/markosipila1 [https://www.instagram.com/markosipila1]LinkedIn: https://www.linkedin.com/in/marko-sipila [https://www.linkedin.com/in/marko-sipila]Connect with HVAC Quote Website: https://hvacquote.ai/ [https://hvacquote.ai/]Booking Link: https://hvacquote.ai/see-demo/ [https://hvacquote.ai/see-demo/] Facebook: https://www.facebook.com/profile.php?id=61573152007964 [https://www.facebook.com/profile.php?id=61573152007964]Instagram: https://www.instagram.com/hvacquote/ [https://www.instagram.com/hvacquote/]LinkedIn: https://www.linkedin.com/company/hvac-quote/ [https://www.linkedin.com/company/hvac-quote/]Email: marko@hvacquote.ai Contact Number: 16024191454 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/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [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/ [https://www.servicebusinessmastery.com/]

Be their guy — Unlocking Hidden Revenue in Your Existing Leads & Trust-Winning Techs

In this episode of the Kee to Growth Podcast, host Jen McKee welcomes Everett Lippel, a seasoned HVAC industry leader, content creator, and podcast host. Jen and Everett dig into what's really working right now for home service businesses amid a shifting marketing landscape and increased competition from larger private equity groups. Everett brings seventeen years of hands-on experience as a top-producing sales rep and leader, sharing stories from both large and small company operations. He opens up about what sets successful companies apart and how being deeply present in your community unlocks authentic growth. Everett and Jen discuss the tired tactics that are no longer bringing leads through the door, and why simply "being present" with your team, customers, and your local area is outperforming even the best digital hacks. Everett shares his journey from running a $25-30 million operation to becoming a trusted consultant and trainer, brought in by word of mouth for sales and communication training across the United States. They address the real struggle of standing out against big-money competitors, and why human connection—not just more sophisticated marketing—is key to driving loyalty. The conversation turns tactical as they unpack how to bridge marketing and sales. Everett explains the "be their guy" mindset that top performers use to maximize every at-bat, regardless of market conditions. He offers practical advice on building intentional boundaries, slowing down to truly listen to customers, and creating rapport that results in higher conversion rates. Jen chimes in on how social media and personal branding can powerfully foster trust—even before your tech walks through the door—and why it's crucial to get your whole team's buy-in for community engagement. From leveraging social media to revive legacy brands, to reusing old content for better reach, to organizing lead tracking with simple spreadsheets, this episode is brimming with actionable insights for anyone in home services marketing, branding, or leadership. They also explore the increasing role of AI, both in streamlining tasks and in building virtual brand voices, while never losing sight of the need for human connection at every stage of the business. Whether you're a business owner, team leader, or marketing strategist, you'll find honest discussion about the wins, losses, and simple truths behind sustainable business growth. Timestamps & Key Topics 00:00 Introduction: Meet Everett Lippel, podcast host & industry veteran 02:12 Background: Everett's journey in the trades, sales, and operations 04:32 What's working now: Staying present & grassroots, local brand-building 07:18 Repurposing content and boosting engagement with evergreen stories 08:56 Maximizing every customer touch: "Be their guy" in every home 11:39 Social media as a tool for trust and team buy-in, fighting $ competition 13:16 Behind-the-scenes content, video strategies, and pricing conversations 17:07 Training techs for human connection and high-converting service calls 25:22 Bridging marketing and sales: Pinpointing lead vs. sales problems 30:10 Metrics that matter: Revenue per call, solving the right problems Connect with Everett Lippel Linked In: https://www.linkedin.com/in/everett-lippel-895585105/ [https://www.linkedin.com/in/everett-lippel-895585105/] Facebook: https://www.facebook.com/Everett22/ [https://www.facebook.com/Everett22/] Website: https://everettlippel.com/ [https://everettlippel.com/] Connect with So I Was In This House Facebook: https://www.facebook.com/soiwasinthishouse [https://www.facebook.com/soiwasinthishouse] Instagram: https://www.instagram.com/soiwasinthishouse/ [https://www.instagram.com/soiwasinthishouse/] TikTok: https://www.tiktok.com/@soiwasinthishousepodcast [https://www.tiktok.com/@soiwasinthishousepodcast] Youtube: https://www.youtube.com/@soiwasinthishouse [https://www.youtube.com/@soiwasinthishouse] Spotify: So I was In This House Podcast: Service and Sales Tales Apple Podcast: So I was In This House Podcast: Service and Sales Tales 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/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [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/ [https://www.servicebusinessmastery.com/]