Couverture de Stop Feeling Like Just Another Company—Yossi Wachtel's Formula for Branding That Wins Hearts

Stop Feeling Like Just Another Company—Yossi Wachtel's Formula for Branding That Wins Hearts

Stop Feeling Like Just Another Company—Yossi Wachtel's Formula for Branding That Wins Hearts

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 In this episode of The Kee to Growth Podcast, host Jen McKee welcomes Yossi Wachtel, owner of Monkey Wrench Plumbing, Heating, Air, and Electric in Los Angeles. Yossi shares his journey from launching a property management-focused plumbing business during the 2007 economic downturn to strategically transitioning into the residential market—a move that required a total mindset and business model shift. Yossi recounts how losing major commercial clients after a necessary price increase led him to rethink what kind of value he wanted to offer and who he wanted as his ideal client. This episode is all about the intentional pivots and personal growth that underpin real business transformation. Jen and Yossi get honest about the messy middle of entrepreneurship—the kind of growth that comes from tough lessons and not knowing what you don't know. Yossi describes the turning point that forced him to stop operating as a "bank" for commercial clients with excessive accounts receivable and to start seeking value-driven relationships instead. Their conversation highlights the emotional and mental aspects of scaling a service business: letting go of old identities, experimenting with new marketing tactics, and learning to trust in the process (even when you have no idea what ROI will look like at first). The episode also dives into the tactical side of home services marketing. Yossi talks about making the brand more visible through advertising, direct mail, SEO, and—crucially—connecting with existing customers instead of always chasing new ones. He discusses how data integrity and modern tools like ServiceTitan's heat mapping and Lace have been transformative for tracking leads and ROI, and he lifts the curtain on how his growing team collaborates to make smarter decisions about marketing and operations. Yossi credits key hires—as well as his own willingness to step back and empower others—with stretching the company's marketing budget and boosting sustainable growth. Beyond the business strategies, Jen steers the conversation back to mindset, leadership, and personal branding. Yossi reflects candidly on building his visibility on LinkedIn, overcoming fear of posting, and his passion for giving back and sharing wisdom. Jen and Yossi both agree: growth happens by alignment, not accident, and your company's success can never outpace your own personal development. The episode closes with Yossi's key to growth: focus on building yourself so you can build your team and, ultimately, your business. Timestamps: 00:00 – Yossi's origin story: launching Monkey Wrench in 2007 and surviving an economic crash 03:40 – Moving from property management/commercial to residential: why the shift happened 06:46 – Early marketing strategies: jumping into advertising, local newspapers, direct mail, and SEO 10:13 – Expanding into HVAC and electric: rebranding and service diversification 13:09 – Leveraging data and heat maps for targeted, neighborhood-based marketing in a huge city 15:04 – Internal systems and data integrity: making the numbers work to stretch your marketing budget 17:40 – Building out a marketing team; how roles and responsibilities evolve as you grow 21:38 – Strategic pivots: balancing "looking big" with maintaining a family-run, local brand feel 28:41 – The power of personal branding on LinkedIn and the ripple effect of sharing authentically 36:09 – Yossi's key to growth: personal development as the foundation for scaling a sustainable business Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/
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