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The Kee To Growth

The Kee To Growth

De : Jen McKee
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 Welcome to The Kee to Growth, the ultimate podcast for trade business owners ready to level up their marketing game! Hosted by marketing maven Jen McKee, this show dives deep into the strategies, tools, and insights you need to dominate the digital landscape. Specializing in TikTok marketing for trades, Jen shares her expertise to help you turn clicks into customers and viewers into lifelong clients. Whether you're a seasoned pro or just getting started in the trades, The Kee to Growth delivers actionable tips, inspiring success stories, and the latest trends in marketing tailored just for your industry. Tune in, take notes, and unlock the key to exponential growth for your business!2025 Direction Economie Management et direction Marketing et ventes
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    Épisodes
    • 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
      Jan 27 2026
      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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      38 min
    • Lyn Askin Drops the EOS Playbook—Build a Business That Practically Runs Itself

      Lyn Askin Drops the EOS Playbook—Build a Business That Practically Runs Itself
      Jan 20 2026
      Episode Description What does real, sustainable growth look like in today's entrepreneurial world—especially for home service leaders and agency owners? In this episode of The Kee To Growth Podcast, Jen McKee sits down with Lyn Askin, a longtime agency founder turned certified EOS implementer, to unpack the gritty realities of scaling a service business. You'll hear stories of messy beginnings, turning points, and the mindset shifts required to step out of survival mode and build a company that's aligned, profitable, and—crucially—sellable. Lyn shares his journey from growing up with limited resources to bootstrapping his own agency, confronting burnout, and finally discovering the Entrepreneurial Operating System (EOS). He reveals how a health scare forced him to rethink his definition of success and transition his agency from relying solely on him—to a business that could thrive and even be sold. The conversation gets candid about why most business owners are the bottleneck of their growth, and how intentional boundaries and leadership frameworks like EOS can become the "missing key" to sustainable progress. Throughout the episode, Jen and Lyn break down why growth in the home services and trades isn't just about marketing strategies or chasing numbers. It's about aligning your team, building repeatable systems, and creating intentional boundaries that let you step back and allow others to lead. Lyn's personal stories illustrate how powerful "follow-up" is—not just as a sales tool but as a service mindset—reminding listeners that authentic connection will always outperform automation alone. They also explore the emotional highs and lows of entrepreneurship: overcoming fear of rejection, shifting limiting beliefs, and building a business "at the speed of your healing." With tactical examples from home services and agency life, the episode prioritizes human behavior over bro-marketing buzzwords, making space for vulnerability and the kind of honest leadership that fuels lasting results. Timestamps 00:00 Welcome to The Kee To Growth Podcast: Introducing the Growth Experience event02:01 Meet Lyn Askin: Agency journey, entrepreneurship, & EOS background05:18 Business bottlenecks & building a sellable company after burnout09:09 Why follow-up and communication matter more than marketing alone12:11 Sales psychology: Overcoming fear of rejection & mindset in client acquisition15:30 Real examples: How maintenance plans and automations unlock hidden revenue18:08 Mindset shifts: Investing in discipline, accountability, and support21:07 Self-implementing EOS: Traction, pitfalls, and coaching25:13 The hard truth: Only what you DO feeds your business, not just what you know28:05 Framework over guesswork: How EOS clarifies vision, structure, and marketing32:17 The key to growth: Living in a 90-day world and building intentional boundaries 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: Facebook: https://www.facebook.com/jennifer.hartman.73/LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Podcast Details 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/ 2. Keywords Here are 30 topical keywords that were covered in the transcript: Home services marketing, Entrepreneurial Operating System (EOS), business growth, agency owner, scaling a service-based business, leadership, profit first, financial clarity, operational efficiency, AI tools, marketing visibility, private equity, building a sellable business, business valuation, follow-up strategies, client communication, sales systems, branding, digital marketing, Facebook ads, Instagram ads, TikTok ads, YouTube ads, marketing funnels, automation tools, team structure, accountability, quarterly planning, mindset in sales, overcoming fear of rejection, process documentation 3. Blog Post for this Episode Meta Description Discover how implementing the Entrepreneurial Operating System (EOS) can transform your home services business and marketing strategy. Insights from our latest Kee To Growth episode. Unlocking Growth with EOS: How the Entrepreneurial Operating System Transforms Home Services Marketing Welcome to another episode of the Kee To Growth podcast! ...
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      34 min
    • Digital Marketing or Brand Building? Matt Tyner on the Balance Every Business Needs

      Digital Marketing or Brand Building? Matt Tyner on the Balance Every Business Needs
      Jan 13 2026

      On this episode of the Kee To Growth Podcast, host Jen McKee sits down with Matt Tyner, the CMO of Bone Dry Roofing, for an authentic conversation about the messy middle of home services marketing and sustainable business development. With 15 years in the trades spanning HVAC, plumbing, and now roofing, Matt brings a blend of hard-won experience and emotional intelligence to the discussion, unpacking how marketing, branding, and operational alignment really drive growth for businesses at every stage.

      Listeners will get a candid look into the nuances that separate marketing strategies for HVAC, plumbing, and roofing—including how conversion cycles differ, why nurturing customers is key, and how building trust trumps "shiny object" tactics. Matt and Jen delve into the importance of creating a brand that resonates across 18 markets, sharing actionable insights on top-of-mind awareness, the role of community engagement, and how leveraging both digital and in-person touchpoints generates authentic visibility.

      The episode shines a light on how Bone Dry Roofing integrates automation and carefully chosen AI tools, focusing on efficiency without sacrificing the human experience. Matt explains why his team prioritizes genuine interactions—even as the industry trends toward more automated solutions—and how operational excellence empowers marketing to fulfill its promise. From youth sports sponsorships to creative events championing their canine mascot, this episode highlights the emotional highs and practical systems that make a brand memorable (and drive real results).

      Whether you're a home service business scaling from $1M to $10M (or ready to break through higher), this episode is packed with storytelling, mindset shifts, and tangible strategies for elevating your leadership, marketing, and service delivery. Jen and Matt discuss why your business grows at the speed of your healing, and why alignment between your brand promise and operations is the true key to growth.

      Episode Timestamps

      • 05:24 Sales Conversion Cycle Differences

      • 08:09 "Building Trust Beyond the Storm"

      • 10:37 Customer Engagement Through Genuine Interactions

      • 14:48 Marketing Promises, Operations Deliver

      • 17:41 "Dog-Friendly Community Initiatives"

      • 20:18 "Promoting Causes on Social Media"

      • 25:47 Customer Experience vs. Bots Debate

      • 27:53 AI Automation in Everyday Tools

      • 33:15 "Mastering Roofing Through Precision"

      • 34:21 "Effective Sales Process Storytelling"

      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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      37 min
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