When Life Gives you Lemons, Make Lemonade and Brand it!

Thursday, MAY 23, 2024



3:00PM – 4:00PM EASTERN (12:00PM - 1:00PM PACIFIC)

When Life Gives you Lemons, Make Lemonade and Brand it!

Stand out in the marketplace by using bold ideas; being daring, creating the right visuals and getting out of the standard “ box”.

Dare to be different.


Speaker Matthew Bratsis

Matthew Bratsis
Vice President, Contractor Services

As Vice President of Contractor Services, Matthew is responsible for all lending and finance operations within the EGIA Finance Clearinghouse. He works directly with lending partners and affiliates developing and creating the most up-to-date finance offerings for EGIA’s vast contractor base. In addition, Matthew leads EGIA’s business development strategy, as well as the design and implementation of finance training content.

Matthew has been an integral part of the home improvement finance industry for over 20 years, with stops at American General Finance, Greensky and Renovate America. Matthew attended Virginia Commonwealth University, graduating with a degree in Psychology.

Speaker Crystal Williams

Crystal Williams
Founder, Marketing Strategist, Resident Lady in Charge

With over 15 years of marketing and employee engagement experience, Crystal stands out for her innovative approach that shines a spotlight on her marketing and branding strategies, as well as her dedication to community involvement. Her unwavering enthusiasm is infectious, making it effortless to rally excitement and drive growth for service companies. A devoted wife and mother of two boys, she finds joy in rocking bold lipstick and is always in yellow, embodying the vibrant spirit of Lemon Seed, her home service-specific advertising and marketing company.

Crystal’s roots in the heating and air conditioning industry run deep, having grown up in her family’s HVAC and plumbing business in east Texas. Today, she not only co-owns a roofing company but also operates Spot on Pest Control alongside her sister and brother. Her passion lies in helping family-owned and operated businesses reach their full potential and cultivate superior company cultures.

A graduate of Stephen F. Austin State University with a degree in communications, Crystal’s accolades include being named Service World’s Woman of the Year in 2018 and earning recognition in AHR News’ “Top 40 Under 40” list. She remains deeply involved in McWilliams and Son Heating, Air Conditioning, and Plumbing, as well as leading Lemon Seed Marketing to success. Tune in to her latest marketing insights on Lemon Seed’s podcast, “From the Yellow Chair,” where she shares invaluable wisdom for contractors seeking to enhance their marketing strategies.