AI is rewriting the rules of the trades. It’s changing how customers choose contractors, how teams work, and how businesses grow. Contractors who adapt will thrive. Those who don’t will struggle to keep up.


This session breaks down:
> How AI, automation, and consumer expectations are disrupting home service businesses
> The impact of AI-powered search (AI search, voice assistants, agentic agents, etc.) on lead generation and visibility

> Why building AI-enabled teams and workflows is critical to scaling profitably
> Actionable steps to strengthen your business model, increase resilience, and drive growth


This is your roadmap to building a trades business that lasts—one that’s agile, competitive, and future-proof in the new economy.

With well over 15 years of marketing and employee engagement experience under her belt, Crystal has an out-of-the-box way of thinking that draws attention to her marketing strategies and community involvement. Her always enthusiastic attitude makes it easy to get excited and rejuvenated to grow service companies to their fullest potential. She is a devoted wife to her husband Ray, and a mom of two boys, Ray & Carter, and loves to rock bold lipstick.

With a passion for the Service Industry, Crystal grew up in the heating and air conditioning world with her family’s east Texas heating, air, and plumbing business. She thrives on helping family-owned and operated businesses grow to their potential and create superior company cultures with engaged employees.

Crystal graduated from Stephen F. Austin State University with a communications degree. Crystal has been awarded prestigious awards like Service World’s Woman of the Year and the honor of “Top 40 Under 40” by AHR News! She is a board member for Women in HVACR and continues to support women in the trades! She continues to be heavily involved in McWilliams and Son Heating, Air Conditioning, and Plumbing and her home service-specific advertising and marketing company, Lemon Seed Marketing! Lemon Seed is a comprehensive approach to helping contractors create, implement, and track successful marketing plans for their businesses and really build their brands. Crystal’s latest marketing rantings can be heard on the Lemon Seed podcast, From the Yellow Chair.