Meet all of the 2025 Top 40 Under 40 HVACR Professionals
Emily Fleniken
Company: Lemon Seed Marketing
Title: Co-Owner
Age: 34
Emily Fleniken never thought she’d end up working in the HVAC industry. That is, until her now business partner, Crystal Williams, approached her with a crazy idea: a company that would develop memorable, disruptive brands for contractors and help them execute strategic, comprehensive marketing plans.
“She had the HVAC background and marketing expertise, but needed the branding and design aspect to truly create a marketing agency in the home service industry that would meet those needs, and no one was doing anything like it,” Fleniken said.
The concept filled a major gap in the industry — not just marketing, but storytelling that empowers contractors to stand out and scale with purpose. That once “crazy idea” became Lemon Seed Marketing, and today, Fleniken and Williams have built a company that is dedicated to helping home service businesses craft lasting legacies. And they’ve already done this with hundreds of companies across the country.
“I get the most personal satisfaction and sense of accomplishment when I get to play a part in branding a home services company that then grows and thrives because their brand stands out, tells their story, and ultimately gets them more business,” said Fleniken.
Some rebranded contractors Fleniken has worked with have even reported nearly 1,000% growth since rebranding, and credit their new brand strategy as a major contributor to that success.
“Seeing them reach their goals and hitting milestones they never thought possible is what I consider success,” Fleniken.
In 2022, Service Nation recognized Lemon Seed with its Most Innovative Award.
“They recognized the innovation we bring to the industry, providing services that contractors truly need, and we’re genuinely helping home service companies grow by building a brand and maintaining long-term, stable growth,” Fleniken said.
Outside her agency work, Fleniken also serves on the LadyTitans board, where she advocates for and uplifts women in the trades.
“I’m playing a part to connect and empower women in the trades, providing them a community and helping them not feel alone in this predominantly male industry,” Fleniken said.
Fleniken’s long-term goal? To brand 1,000 home service companies over the next decade, helping each one grow by building a lasting legacy.