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/

This episode of The Kee To Growth Podcast invites Laura Kelly, co-founder of Clover Growth Partners, to share her journey from Ireland to the U.S., the realities of entrepreneurship, and how building environments where people can thrive is truly the key to business growth. Host Jen McKee leads a raw, insightful conversation about the messy middle of scaling home service businesses—what happens behind the scenes when the pressure's up, mental health is tested, and you have to put alignment over appearances.

Laura opens up about leaving Ireland in search of growth and healing, learning the hard lesson that you can't outrun your own struggles. Instead, she found strength in vulnerability, and with the support of her husband, Josh, she began transforming her mindset and the workplaces around her. Laura gets real about creating cultures where transparency, respect, and personal and professional development are central—because your business grows at the speed of your healing.

Diving into tactical leadership and marketing, Jen and Laura discuss why you can't market a brand you don't believe in, the power of greater visibility, and actionable strategies for scaling intentionally, not transactionally. Laura shares her signature DP (Daily Production) report method, why it's critical to meet often with the right people, and the importance of building deep, symbiotic relationships in the industry—forging genuine networks rather than chasing surface-level leads.

The episode covers practical levers leaders can pull when call volume is down, how to nurture your customer base to maximize every lead, and why empowering your team with ongoing mentorship is essential. Throughout, Jen and Laura bridge technical marketing strategies with the emotional highs and lows of entrepreneurship—offering hard-won insights for business owners who want more than quick wins. If you're seeking sustainable growth, stronger leadership, and a brand people want to join—not just buy from—this conversation is for you.

Timestamps:

03:28 "Growth Through Transparency and Care"

06:58 "Marketing: Share Your Value"

09:59 "Maximizing Value Through Accountability"

13:45 "Lever Strategies for Predictable Results"

16:49 "Improving Revenue with Social Media"

19:28 "Befriend Experts, Build Symbiosis"

24:01 Networking Unlocks Marketing Insights

29:11 "Maximizing Chirp Through Collaboration"

31:30 Clover Marketing's Casual Beginnings

33:16 "Clover Growth Partners Overview"

36:50 "Gratitude for Laura"

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/

Part two of our special New Year's series is here—just in time to embrace fresh energy and intention for 2026. On this episode of The Kee to Growth Podcast, host Jen McKee returns with the finale of our "Key to Growth" compilation, spotlighting more jaw-dropping insights from this year's most impactful guests. If you loved the first half, this second part dives even deeper, layering bold truths, practical takeaways, and those authentic moments that make business worth building.

Jen extends a heartfelt shoutout to every guest and the incredible Kee Hart Marketing team—the thinkers, leaders, and trailblazers who shaped this podcast in 2025. Their willingness to get vulnerable, share their real journey (not just their highlight reel), and dig into the messy middle of entrepreneurship, leadership, operations, branding, and mindset helped all of us grow. This episode is a celebration of community and the lessons we learned together, leaving you with even more tools to ignite your vision for the new year.

As we turn the page toward 2026, Jen encourages listeners to reflect, recharge, and map out growth rooted in clarity. From scaling business systems to leading with presence, you'll hear rapid-fire wisdom—from "consistency beats genius" to "know your numbers so you can tell your story." Each guest brings their unique take on what growth truly means, blending tactical strategies with the emotional realities of self-leadership, making mistakes, and building trust.

And, don't miss Jen's invitation to the industry's can't-miss conference: The Growth Experience—Profit, People & Presence, happening in San Antonio, Texas from March 30–April 1, 2026. This event is all for the doers and dreamers who want stronger systems, better teams, more visibility, and above all, real growth. Reserve your seat, follow along for updates, and join a movement that will define your success in the trades next year and beyond.

Timestamps

0:00 Part Two Introduction: Reflecting on the year, gratitude to guests and team, and gearing up for 2026

0:34 Big announcement: Save the date for The Growth Experience—Profit, People & Presence conference in San Antonio

1:08 2025 recap and why "key to growth" matters heading into a new year

3:32 [Khadija Head] on building brand mindshare and being unforgettable in your market

5:13 [Ellen Rohr] on failing fast, letting go of drama, and staying agile

6:17 [Katty Higgings] breaking down the power of visibility and hiring for strength

8:28 [Tersh Blissett] on continuous learning, A/B testing, and strategic delegation

9:51 [Derek Cormier] shares how realistic goals shape sustainable growth

10:37 [Crystal Williams] on consistency as the ultimate growth lever

Learn more about The Growth Experience (Profit, People & Presence) and connect for event updates:

Official site: https://thegrowth-experience.com/

Instagram: https://www.instagram.com/thegrowth.experience/

Facebook: https://www.facebook.com/khm.thegrowth.experience

TikTok: https://www.tiktok.com/@thegrowthexperience_

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/

This special Christmas episode of The Kee To Growth Podcast brings you a reflective, gratitude-filled recap of the standout moments and growth wisdom shared by our guests throughout 2025. Host Jen McKee opens up the archives to spotlight the most powerful answers to our essential question: "What is the key to growth?" From personal stories to tactical marketing tips, this episode is a mosaic of inspiration, lessons learned, and candid conversation from leaders across the home services and entrepreneurship space.

Each response is handpicked for its insight into what really fuels sustainable business development—hint: it's not just strategy, but the people, teams, values, and authentic relationships behind every successful company. You'll hear guest voices spanning agency founders, in-the-trenches marketers, and growth-minded owners sharing their takes on leadership, hiring, storytelling, operational clarity, and cultivating communities rooted in trust and service.

Jen weaves these moments together with the show's signature warmth and vulnerability, highlighting not just the wins but the messy middle—the intentional boundaries, the need to believe in your brand, and the mindset shifts that move the needle in business and life. This episode is the first part of our annual recap, with a sequel arriving next week before the year ends.

Thank you for making 2025 a year of connection, growth, and authenticity on the Kee to Growth Podcast. Your encouragement, reviews, and stories have fueled every episode. Whether this is your first listen or you've been with us all year, we appreciate you and can't wait to keep growing together into 2026!

Timestamps:

00:00 – Jen McKee welcomes listeners, shares gratitude for 2025, and introduces the Christmas recap special
00:41 – Announcing The Growth Experience conference for 2026 and what's to come on the podcast
03:59 – Guest on content: Why creating things people want to share beats generic marketing
05:54 – Building genuine relationships as the ultimate marketing tool, from Lara's perspective
07:36 – Josue and Katherine: Continuous learning, trusting experts, and fast adaptation
09:03 – Stephanie and Bridget: Letting go, trusting your team, and looking at the business "macro"
12:25 – Guest perspective: Investing in your team and community fuels long-term growth
13:42 – Closing reflections from Jen, thanks to all guests and listeners for an amazing year

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

Learn more about The Growth Experience (Profit, People & Presence) and connect for event updates:

Official site: https://thegrowth-experience.com/
Instagram: https://www.instagram.com/thegrowth.experience/
Facebook: https://www.facebook.com/khm.thegrowth.experience
TikTok: https://www.tiktok.com/@thegrowthexperience_

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.co

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Ryan Redding for a rich, no-fluff conversation about the realities of sustainable business development in the home services world. As someone who's both grown and sold a marketing agency, Ryan shares the journey from heading Leveragy to merging with KickCharge Creative, and how that transition led him to launch his coaching practice, Eightfold Advantage. He and Jen explore the often overlooked, messy middle of scaling a service business, what keeps leaders stuck, and why authentic alignment—not generic "hacks"—fuels long-term growth.

Ryan opens up about why great marketing cannot compensate for operational gaps. He breaks down the three buckets where most owners and leaders stay stuck: the search for real freedom, the friction of "profit leaks," and the reality of hitting a growth ceiling. Drawing from nearly ten years in the trades, Ryan's insights reveal that businesses often look to marketing to solve deeper business problems. He advocates for honest reflection, targeted operational improvements, and building a team that shares both vision and accountability.

The conversation digs into systems thinking versus quick fixes. Jen and Ryan discuss their personal experiences with operating frameworks like EOS (Entrepreneurial Operating System) and the new, more holistic Bloom Growth model. Listeners get actionable ways to translate conference energy into real results, highlighting the magic that happens when a leadership team commits to shared learning—and why soft skills like trust and psychological safety create competitive advantage. Ryan underscores the importance of developing internal competency rather than expecting vendors or external hires to "save" the company.

Closing out, Jen and Ryan address the hard skills of setting marketing KPIs, building intentional boundaries, and confronting overwhelm as a growth point—not a shame trigger. If you're a home service leader navigating market changes, looking for real business clarity, or curious about how team health and financial literacy drive results, this episode is your playbook for authentic, sustainable growth. Tune in for grounded strategies, a touch of vulnerability, and a reminder that your business grows at the speed of your healing.

Timestamps and Topics

00:00 "The Growth Experience Conference"

04:05 "Helping Businesses Get Unstuck"

09:20 Team Collaboration Builds Business Success

10:41 "Team Ideas Drive Innovation"

15:54 "Eos: Unchanging Framework Critique"

16:40 Team Dynamics Drive Success

22:44 "Shared Learning for Better Systems"

24:12 Navigating Uncertainty: Next Steps

26:38 Proactive KPI Tracking Framework

29:48 "Interpreting Data Effectively"

34:07 "Choosing the Right People"

36:43 "Paranoia as Risk Mitigation"

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/

In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Zac Garside, president of Prolific Brand Design and renowned email marketing specialist in the home services industry. Together, they unlock honest, actionable insights on why email marketing is often overlooked by contractors, and how revitalizing your approach to this "cockroach of marketing" can nurture relationships, boost operational efficiency, and keep your business top of mind in 2026 and beyond.

The conversation begins with Zac's personal journey—growing up around the trades and witnessing firsthand his father's locksmith business, then journeying into home services via Power Selling Pros and eventually founding his own agency. Zac shares what drew him deeper into the email marketing space, describing the pivotal moment interning at DigitalMarketer where he realized the leverage and immediacy this channel holds for service businesses compared to traditional, resource-intensive lead generation strategies.

Throughout the episode, Jen and Zac dig into the systemic gaps they see in home service marketing stacks. They explore why most contractors underestimate the loyalty and results generated by a warm email list, and offer granular strategies for building, segmenting, and nurturing that list—from service-based customer collection to creative lead magnets and compelling, story-driven content. They also tackle branding, storytelling, and operational best practices, highlighting how the most successful campaigns merge authentic company values with dialed-in offers and real urgency.

With an emphasis on actionable takeaways, Zac opens up about the four main types of emails that drive results, his strong preference for plain-text over HTML emails, and how to harness conversations from the field, myth-busting, education, and scarcity-driven offers to drive both engagement and revenue. Jen draws out the softer side too, talking intentional boundaries, personal connection, and why your brand's emotional resonance and trust factor will always outperform any digital trick. Whether you're a seasoned marketer or home services newcomer, this episode offers a roadmap to building relationships and business resilience without sacrificing authenticity—or your sanity.

Timestamps

06:27 Email Marketing's Power Revealed

07:25 "Game-Changing Email Marketing Insights"

12:42 Plain Text Email Strategy

16:51 Email Marketing in Trades Companies

19:26 Boosting Brand Visibility Strategically

21:15 Authentic Branding Foundations

24:44 Email Marketing Consent Guidelines

29:42 "AI Assists with Unfinished Thoughts"

31:47 "Customer Insight Improves Marketing"

36:00 "Grateful for Your Insights"

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/