Lemon Seed Marketing will host its sixth annual Lemon Seed Conference, “At the Movies,” on Jan. 25-27 at the Pitser Garrison Convention Center in Lufkin, Texas.

Recognized as the home service industry’s only marketing-focused conference, the event will feature keynote presentations, roundtable discussions and workshops designed to help contractors and business owners strengthen their brands and marketing strategies.

“At the Movies is about more than a fun theme,” said Crystal Williams, co-owner and lead strategist at Lemon Seed. “It’s a creative event to help home service brands tell stronger stories that resonate with potential customers and move them to act. Attendees will leave with real examples from high-performing contractors and access to a community of peers and professionals they can call on for guidance long after the credits roll.”

The three-day event is open to home service business owners and leaders. While the event focuses on marketing and branding, roundtable topics also include finance, operations, community engagement and leadership. Highlights also include a Top Gun Party on Sunday at an Angelina County Airport hangar, a Casino Royale dinner on Monday at Abram’s Event Venue downtown, and an optional tour of McWilliams Heating, Cooling & Plumbing on Tuesday.

Keynote speakers are:

• Danielle Wernert: Wernert is the owner of Upskilled Consulting and is a learning and development expert specializing in technician training and onboarding for the home service industry. A former ACHR NEWS “40 Under 40” honoree, she helps companies build scalable, high-impact training systems.
• Shanna Hamsmith: Hamsmith is a sales strategist and leadership coach with more than a decade of experience growing revenue for SaaS and AI companies including Zillow, DoorDash and Side, Inc. As director of sales at Well Oiled Operations, she drives high-performance sales teams and fosters purpose-driven leadership.
• TJ O’Connor: O’Connor is president of Farmington Consulting Group, a market research firm for the construction industry. Since joining the firm in 2008, he’s become a nationally recognized expert in growth strategy across the HVAC/R, plumbing and electrical sectors.
• Chris Simmons: A creative strategist and designer, Simmons helps organizations craft clear, consistent and compelling brands. Based in East Texas, he serves as communications pastor at Timber Creek Church and produces ESPN broadcasts for Stephen F. Austin State University’s athletics programs.

Wernert and Hamsmith will speak on Monday, and O’Connor and Simmons are the keynotes on Tuesday.

Williams, whose family has owned and operated McWilliams Heating, Cooling & Plumbing since 1974, founded Lemon Seed in 2019 with a goal of helping home service business owners build stronger brands. She and her business partner Emily Fleniken, co-owner and branding director at Lemon Seed, created a comprehensive approach to building effective marketing strategies and strong brand identities.

“The Lemon Seed Conference is designed to provide home service leaders with the actionable insights they need to strengthen their own promotional campaigns,” Fleniken said. “Our focus is on helping these businesses bolster their market positions, enhance brand recognition and sustain long-term growth in a competitive industry.”