Crystal Williams is the founder of Lemon Seed Marketing, a branding and strategy agency built specifically for home service businesses. Raised in a multi-generation HVAC and plumbing family, she led marketing and expansion efforts for her family’s company, helping drive significant growth by aligning brand, customer experience, and operations. Today, she works with contractors across the country to turn first calls into long-term customers. Crystal also serves as secretary on the executive board of Women in HVACR.

Episode Sponsors

Pivotl - Home Service Accounting and CFO

My Method Ai - Ai Employees / Voice Agents

Cooper and Hunter - HVAC / Ductless Equipment

Podcast Links

https://linktr.ee/soiwasinthishousepodcast

The man, the myth, the legend...Joe Crisara... AKA Uncle Joe.
So what should we do?
Joe Crisara is a renowned service industry speaker, author, and pioneer.
Joe Crisara was once a struggling home service contractor with a failing business. He assumed the only way to create higher value was to work for a lower price. But when things looked most bleak, Joe had an aha! moment. Not only did it change his life – it skyrocketed his business. Today, Joe helps thousands of home service pros transform their customer service and sales through his “Pure Motive Service” approach.
This episode discusses the State of the Union in the HVAC sales industry as well as what the future looks like.

Thanks to my amazing sponsors:
MyMethod.ai/inthishouse - Virtual Employees
cooperandhunter.us - high quality HVAC products

Andy Hobaica grew up in one of Arizona’s best-known family HVAC companies — Hobaica Services, serving Phoenix since 1952 — and he’s lived just about every side of the business. Installer. Technician. HVAC Sales / Comfort Advisor. And now, one of the most recognized high-performing residential sales pros in the game.
But here’s the thing… Andy’s not just known for big numbers ($7-$12M per year!). He’s known for how he gets them. No gimmicks. No pressure. No slick nonsense. Just a simple philosophy that hits hard: stop selling, start helping. Andy's focus is the relationship... everything else comes after.
On this episode, we talk about growing up in the trade, earning your stripes, what it really takes to connect with homeowners, and how technical knowledge plus genuine care can turn into elite-level performance. We also get into the bigger picture — personal brand, mindset, growth, and the meaningful work.
Thanks to my amazing sponsors:
MyMethod.ai/inthishouse - Virtual Employees
cooperandhunter.us - high quality HVAC products