Blue Cardinal Home Services Group and Lemon Seed Marketing leaders to share family-built success story at We Mean Business conference

Sibling entrepreneurs Trey McWilliams and Crystal Williams want to provide home service business
owners the tools to succeed while strengthening their personal relationships

DALLAS, Oct. 16, 2025 /PRNewswire/ -- Trey McWilliams and Crystal Williams, the successful brother-and-sister team behind two companies that help home service companies grow their businesses, 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 leading 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/.

For more information about Blue Cardinal Home Services Group, visit www.bluecardinalhomeservices.com/. To learn more about Lemon Seed Marketing, visit www.lemonseedmarketing.com.

About Blue Cardinal Home Services Group
Blue Cardinal Home Services Group is a multi-regional network of leading home services brands, offering residential HVAC, plumbing and electrical solutions. Headquartered in Dallas, Blue Cardinal partners with trade-specific companies to fuel growth, build their operational capacity and amplify their brand value. With deep industry expertise and a hands-on approach, Blue Cardinal helps businesses expand their customer base, streamline operations and achieve sustainable success. Backed by the private equity firm Percheron Capital, the group supports its partner companies with resources to help them grow, while allowing them to maintain their local identity and culture. For more information, visit https://www.bluecardinalhomeservices.com/.

About Lemon Seed Marketing
Lemon Seed Marketing is a full-service brand strategy agency dedicated to helping business in the skilled trades grow. Founded by an industry veteran, they operate with a deep understanding of the home service space. Offering deep consultation and a personalized approach to client service helps them stand apart, as they assist owners implement their brand into every aspect of their business. Comprised of an experienced team of marketing professionals, Lemon Seed marketing backs their strategy consultation and implementation with realistic, measurable KPIs that clients can use to track their success.

SOURCE Blue Cardinal Home Services Group