Trey McWilliams and Crystal Williams will be among the featured speakers at the We Mean Business conference Nov. 9-11 at the Wild Dunes Resort in Isle of Palms, South Carolina.

McWilliams is the founder of Blue Cardinal Home Services Group, a multi-regional network of leading home service brands, and Williams is the co-owner and lead strategist at Lemon Seed Marketing, a branding and marketing agency that serves the residential skilled trades industry. Because the siblings spent most of their lives working together to expand McWilliams Heating, Cooling and Plumbing, their family’s business, into a well-known local brand, they understand the complexities of running a business while maintaining personal relationships.

The We Mean Business conference was created to support married couples, siblings and others with close personal or familial ties who own and operate residential HVAC, plumbing, or electrical businesses together. McWilliams and Williams will present “Build Together but Scale Apart: A Family Legacy in Motion” at the conference. Their session will explore how they successfully collaborated to expand and brand their family business while simultaneously creating successful companies of their own.

“When business partners share a personal connection, they have to work harder to hold each other accountable while creating a brand that has staying power,” McWilliams said. “We hope participants leave our discussion with a clear vision of what success means for their company and with the practical tools they need to foster sustainable growth while maintaining their personal and business relationships.”

McWilliams’ and Williams’ grandfather, Irvin “Mac” McWilliams, opened McWilliams Appliance and Refrigeration in 1974 and was later joined by his son, Irvin McWilliams, Jr. Trey McWilliams followed in their footsteps and spent years learning the trades from his father and grandfather, helping the company expand into plumbing services. Today, McWilliams Heating, Cooling and Plumbing operates as a member of Blue Cardinal Home Services Group.

“Growing up in our family’s HVAC and plumbing business taught me the power of hard work and connection,” Williams said. “The trades aren’t just about fixing a compressor or a leak. They’re also about building relationships while you’re building your business. Events like We Mean Business celebrate the family spirit that drives this industry while giving us all an opportunity to connect and learn from one another.”

Other featured speakers include Kenny and Kim Byrne of Call the Brands; Justin and Kristen Deese, authors of “When Your Business Partner is Your Spouse: How to Have a Successful Business and a Happy Marriage;” Joey and Alyssa Rogers of Rogers Heating & Cooling; Levi and Cassi Torres of High 5 Plumbing, Heating, Cooling & Electric; and Dylan and Amanda August of Grasshopper Heating, Cooling, Plumbing & Electrical.

These couples will share their experiences and strategies for balancing business and family life. The conference will also offer sessions on scaling operations, strengthening partnerships and achieving long-term success.

For more information on the We Mean Business conference or to register for the event, visit https://wemeanbusinesschs.com/.