The Kee To Growth

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/]

Inside LB Capital: Bill Rossell's Unfiltered Proven Formula for Trades Companies That Scale

In this episode of The Kee To Growth Podcast, host Jen McKee welcomes Bill Rossell, CEO of LB Capital and the Build It to Sell It movement. Bill shares his journey from a seasoned digital marketer to leading multiple roofing companies across the nation, offering a unique perspective on what it takes to build, scale, and ultimately sell (or simply strengthen) a trades business. The conversation cuts through the surface talk often seen in the industry, getting candid about sustainable business development and the mindsets needed for lasting growth. Jen and Bill discuss the interplay of marketing, branding, self-leadership, and intentional boundaries. Bill explains the importance of thinking beyond just selling services—whether you plan to sell your company or not, building a business that's truly healthy and attractive comes down to running profitable P&Ls, consistently driving revenue, and, most importantly, cultivating a winning culture. Drawing from LB Capital's experience growing companies to over $125 million in just three years, Bill offers listeners both strategy and a dose of vulnerability around the real-life messiness of scaling in the trades. A major focus is on the relationship between trades companies and their marketing partners. Bill and Jen stress that marketing is not a "set it and forget it" function—successful partnerships require mutual investment, clear communication, and systems that enable both sides to thrive. Bill cautions against the blame game and champions a collaborative approach, pointing to real-world examples when agency-client dynamics fall short and how to recalibrate for results. Listeners are given a behind-the-scenes look at the tactical choices LB Capital makes for their portfolio of companies. Bill shares why lead aggregators (such as Angie and Thumbtack) are invaluable for early-stage and growing businesses—even though they're often overlooked. He walks through the stepwise approach to scaling up marketing investments, the true ROI of rebrands and branding work, and how AI and automation are leveraged without losing the human touch. As always, the episode connects systems and numbers back to the human aspects: gratitude, people, and the ever-present challenge of aligning business growth with personal values. Timestamped Topics 00:00 Introduction to the podcast and Bill's background 02:09 The real goals for business owners: profitability, year-over-year growth, and culture 04:42 Bill's marketing roots and transition from agency work to running trades companies 06:33 The power of abundance mindset and generosity in the trades 09:00 What makes a marketing partnership successful (and where breakdowns occur) 13:01 Building healthy P&Ls and the difference between driving profit and driving revenue 14:25 How LB Capital builds a playbook for new acquisitions and scales revenue strategically 17:34 The value of a strong brand, rebranding strategies, and building consumer trust 20:25 Why fixing mistakes and protecting your reputation matters more than short-term cost 21:12 Leveraging lead aggregators and optimizing speed-to-lead for explosive ROI 26:14 Marketing spend, attribution, and incentivizing teams for impactful customer content Connect with Bill Rossell Linked In:https://www.linkedin.com/in/billrossell/ [https://www.linkedin.com/in/billrossell/] Facebook: https://www.facebook.com/bill.rossell.3 [https://www.facebook.com/bill.rossell.3] Phone Number: 610-955-2991 Connect with Built It To Sell It Facebook: https://www.facebook.com/buildittosellit [https://www.facebook.com/buildittosellit] Instagram: https://www.instagram.com/BuildIt2SellIt/ [https://www.instagram.com/BuildIt2SellIt/] TikTok: https://www.tiktok.com/@buildittosellit [https://www.tiktok.com/@buildittosellit] Youtube: https://www.youtube.com/@buildittosellit [https://www.youtube.com/@buildittosellit] Linked In: https://www.linkedin.com/company/lb-capital-llc/ [https://www.linkedin.com/company/lb-capital-llc/] Website: https://www.buildittosellit.com/ [https://www.buildittosellit.com/] Contact Number: (215)-515-7951 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/]

Clogbusters & Culture Shifts: Jarod Smith's Marketing Playbook for Service Businesses

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Jarod Smith, founder of Clogbusters Drain Cleaning Repair in Des Moines, Iowa. Jarod shares his unconventional journey from launching his first plumbing company at just 18, to completely shifting his business model and culture within the drain cleaning industry. Listeners get an inside look at how he challenged industry norms, built a business focused on value, and created opportunities for both personal and business growth. Jarod dives into the cultural divides that exist between plumbers and drain cleaners and details how he set out to change perceptions, elevate expectations, and reward employees who show up and win every day. He explains the unique approach Clogbusters has taken to recruiting and training, including the development of their own drain cleaning academy—the only program of its kind in the United States—that directly feeds his business's growth. Jarod highlights the significance of intentional boundaries, building an authentic brand, and fostering an ownership mentality among his team. The discussion also unpacks the marketing tactics that fuel Clogbusters' rapid expansion, from bold billboard experiments to mastering the fundamentals like PPC, LSA, and referrals. Jen and Jarod dig into the balance between systems, branding, and the human side of selling and servicing, emphasizing the power of referral networks and strategic partnerships. They explore the technical versus relational aspects of service, the importance of customer experience, and the emotional resilience required as an entrepreneur in the trades. Throughout the episode, Jarod's candid storytelling and willingness to share both his strategies and setbacks remind listeners that sustainable business growth isn't about overnight wins—it's about alignment, the messy middle, and an unwavering commitment to doing things differently. Whether you're trying to break through a revenue plateau or reimagine what's possible in your market, there's practical advice here for leaders ready to rethink what it means to scale a service-based business. Timestamps for this episode: 00:01 Introduction to Jarod Smith and his unique entry into the trades 02:00 Building Clogbusters: Transitioning from plumbing to drain cleaning 05:05 How intentional branding and a drain cleaning academy sparked explosive growth 08:21 Recruiting, training, and culture: Creating your own talent pipeline 10:42 The value of customer experience and why tech skills aren't enough 13:12 Overcoming old industry mindsets and building value-based pricing 16:14 Sales structure, service experience, and training technicians in sales 17:37 Lead sources, the power of referrals, and marketing ROI discussion 19:37 Optimizing conversion rates: From phone call to booked job 22:14 Breaking past revenue plateaus and designing systems for sustainable, scalable growth Connect with Jarod Smith: Contact Number: 515-984-2564, 515-202-0955 Instagram: https://www.instagram.com/clogbustersdraincleaning/ [https://www.instagram.com/clogbustersdraincleaning/] Youtube: Clog Busters Drain Cleaning and Repair Website: clogbusters.co [http://clogbusters.co]Email: service@clogbuster.net [service@clogbuster.net] | jarod@clogbuster.net 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/]