Home Service Businesses Tune Up Marketing Strategies at ‘At the Movies’ Conference

LUFKIN, TX – November 20, 2025 – Lemon Seed Marketing is set to host its 6th annual conference, “At the Movies,” a three-day event dedicated to marketing and branding strategies for the home service industry. The event, scheduled for January 25-27, 2026, at the Pitser Garrison Convention Center in Lufkin, Texas, aims to equip business owners and leaders with the tools and knowledge to thrive in a competitive market.

A Niche Market Demands Specialized Expertise

The home service sector – encompassing HVAC, plumbing, electrical, and related trades – has experienced substantial growth in recent years. This expansion, while positive, brings increased competition and the need for increasingly sophisticated marketing strategies. “The days of relying on word-of-mouth and basic advertising are over,” says one industry consultant. “Home service businesses need to understand their target audience, build strong brands, and leverage digital marketing to reach new customers.”

Lemon Seed Marketing has positioned itself as a specialist in this niche, focusing exclusively on serving the unique needs of home service businesses. The agency recognizes that these businesses often face specific challenges, such as seasonality, the need to build trust with customers entering their homes, and the importance of emergency service responsiveness. “A one-size-fits-all marketing approach simply doesn’t work for this industry,” explains a Lemon Seed representative. “We focus on developing customized strategies that address the specific pain points and opportunities for each client.” The “At the Movies” conference is a natural extension of this philosophy, providing a platform for knowledge sharing, networking, and best practice demonstrations.

Conference Highlights and Keynote Speakers

The “At the Movies” conference promises a packed agenda featuring keynote presentations, interactive workshops, and networking opportunities. This year’s speakers include Danielle Wernert, Shanna Hamsmith, TJ O’Connor, and Chris Simmons, each bringing a unique perspective on marketing and branding. O’Connor, president of Farmington Consulting Group, is expected to share insights on market research and growth strategies specifically tailored to the home service sector. Simmons, a creative strategist and designer, will focus on building compelling brands that resonate with customers.

Beyond the keynote sessions, attendees can expect workshops covering topics such as social media marketing, content creation, lead generation, and customer relationship management. A notable feature of the conference is an optional tour of McWilliams Heating, Cooling & Plumbing, a local company recognized for its successful marketing efforts. This provides a valuable opportunity for attendees to see best practices in action and learn from a real-world example. The conference organizers emphasize the focus on actionable strategies – attendees will leave with tools and techniques they can implement immediately to improve their marketing results.

The Growing Importance of Networking and Innovation

The “At the Movies” conference is not just about learning new techniques; it’s also about building relationships and fostering innovation within the home service industry. “Networking with peers and sharing ideas is incredibly valuable,” says one home service business owner. “It’s easy to get stuck in your own bubble, but attending events like this allows you to see what other companies are doing and learn from their successes and failures.”

The event provides a dedicated space for attendees to connect, share experiences, and build partnerships. This collaborative environment is particularly important in a rapidly evolving industry where new technologies and marketing trends emerge constantly. Lemon Seed Marketing recognizes the need for continuous learning and innovation and aims to make the conference a catalyst for positive change within the home service sector. The event is designed to create a community of professionals committed to growth and success.

The conference's location in Lufkin, Texas, is also a key element, aiming to provide a convenient and accessible venue for professionals across the region. Local businesses are anticipating a boost in economic activity as attendees fill hotels, restaurants, and other local establishments. This highlights the broader economic impact of the event, demonstrating its value beyond the immediate benefits for attendees. The event is a testament to the power of specialized marketing and the importance of community within a dynamic industry.