In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Gregg Schonhorn of SF&P Advisors for a refreshingly candid conversation about marketing, branding, and what truly drives the value of a home services business. Gregg, who brings decades of Wall Street experience and a current role matching sellers and buyers in the trades, shares firsthand insights into what makes some companies stand out during a sale—and how marketing plays a much larger role than most owners realize. Forget the “overnight success” talk. Gregg and Jen break down what actually moves the needle for growth, whether you plan to sell your business next year or keep it for the long haul.

Together, they explore why marketing is never just an expense on the P&L—it’s the engine that runs your business, impacting everything from everyday profitability to ultimate valuation when the time comes to exit. They dig into the industry benchmarks (hint: 6.83% is the average marketing spend for HVAC, plumbing, and electric exits) and what happens if you under-invest… or overspend without operational efficiency to match. Gregg offers up the inside scoop, sharing stories (without naming names) about companies who supercharged their valuations with memorable branding and consistent visibility—and calls out the red flags when operations lag and marketing dollars burn fast.

Jen asks the real, sometimes messy, questions about scaling, sustainable business development, and the emotional side of entrepreneurship in the trades. How do you know when it’s the right time to level up your marketing? What do buyers really look for beyond the numbers? Where does mindset—like getting comfortable with “someday selling”—fit in? They don’t shy away from the vulnerable truths about letting go of control, creating intentional boundaries, and how every owner faces a “key” decision (exit, retire, or… you know).

Whether you’re a solo operator grinding it out or running a company clocking eight figures, this episode delivers insightful, actionable takeaways. Expect practical advice blended with human stories, from the importance of understanding your financials to the soft truth that authentic growth means investing in your team and serving your community. If you’ve ever wondered how your branding, storytelling, and leadership mindset sync up with the numbers, you’re in the right place.

03:36 Business Sale and Transition 07:49 Brand Identity Significance 09:20 Commercial vs. Residential Marketing 15:17 Marketing Investment: Timing and Strategy 18:09 Business Growth and Management Essentials 20:46 Understanding Financial Missteps in Business 24:57 Social Media Strategy Sharing 26:46 Effective Business Financial Management 29:13 Impact Through Values and Investment

To connect with Gregg Schonhorn and gain more insights on marketing, M&A, and business growth in the trades, follow him on LinkedIn at https://www.linkedin.com/in/gregg-schonhorn-4670a7197/, on Facebook at https://www.facebook.com/gregg.schonhorn, and on Instagram at https://www.instagram.com/greggschonhorn/.

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/