How do women in the trades go from underfunded marketing and clunky tech to dominating their local markets with AI and automation? In this episode of Catalyst for the Trades, host Jennifer Bagley sits down with three powerhouse home service entrepreneurs—Courtney Van Delden Supplee (Van Delden Wastewater Systems), Amanda Casteel (Cherry Blossom Plumbing), and Stephanie Allen (AirWorks Solutions).

You’ll hear real stories of growth from women-led businesses in HVAC, plumbing, and septic services. The conversation dives into hard-won lessons on failed marketing investments, the leap from WordPress to Webflow, and how embracing AI content, dashboards, and automation turned their marketing from a liability into a lead machine.

These women get candid about tech transitions, brand control, data-driven decisions, and how being first to adopt AI-powered web platforms gave them a 12-month head start on their competition.

Timestamps:
00:00 – Meet the Guests: Women Redefining the Home Services Industry
01:20 – Business Beginnings: Legacy, Pivots & Pandemic Launches
09:42 – Marketing Lessons: Tracking ROI, Attribution, and Broken Promises
20:28 – Why They Left WordPress: Moving to AI-Driven Web Platforms
29:33 – The 120-Day Ramp: Planning for Momentum and SEO Visibility
32:24 – AI vs. Human Marketing: Dashboards, Control & Training Smart Agents
35:00 – Trial and Error: Teaching AI, Managing Risk, and Staying Agile
40:33 – Content Repurposing at Scale: Blogs, Social Media & Link Building
45:00 – Brand Control: Managing Digital Assets and Image Guidelines
50:13 – Future-Focused: Compliance Automation and Smarter Processes
57:40 – Final Thoughts: Leadership, Feedback, and Scaling Together

Guest Details:

Courtney Van Delden Supplee
Co-owner, Van Delden Wastewater Systems
Fourth-generation owner of a septic services company in San Antonio, Courtney modernized a legacy business through AI-driven marketing, CRM tech, and deep customer trust.

Amanda Casteel
Co-owner, Cherry Blossom Plumbing
Launched during the pandemic, Amanda helped scale Cherry Blossom Plumbing with smart digital strategies, strong client relationships, and a relentless focus on tech and transparency.

Stephanie Allen
CEO, AirWorks Solutions
HVAC and plumbing leader from Alabama, Stephanie blends law and business acumen with grassroots and AI-based marketing to run a fast-growing, family-focused service brand.

Relevant Links:

• Van Delden Wastewater Systems
• Cherry Blossom Plumbing
• AirWorks Solutions
• CI Web Group
• Catalyst for the Trades Podcast

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