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

Episode Description 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:   / jennifer.hartman.73   or LinkedIn:   / 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/