ABOUT US

In 1974, Irvin “Mac” McWilliams started McWilliams Appliance and Refrigeration in Diboll, TX. Mac continued to grow the company, expanded into the HVAC industry and renamed the company McWilliams & Son Heating and Air Conditioning in 1979. In 2011, Trey McWilliams, grandson of Mac, took over as the third-generation owner. Keeping it all in the family, Trey brought on his sister, Crystal Williams, to be the marketing director for the company. Trey’s desire to streamline efficiency and profitability paired with Crystal’s creative and strategic marketing tactics led to a 30% growth year over year, quickly taking it to an eight-figure company. The growth and acceleration of McWilliams & Son became highly sought after in the service industry. Trey and Crystal were constantly asked, “how do you do it?” and “can you help me?”

The constant pursuit of other service industry owners seeking their help led to the creation of Apex Marketing Firm. Apex started in a single room of a back office, with Crystal managing our first three clients, while still being the marketing director for McWilliams & Son. Word quickly spread and the clientele rapidly grew. Crystal made the leap to go full-time to Apex and brought on other team members to help her take care of our clients’ needs.

In 2020, to further expand their in-house capabilities, Apex brought on a seasoned graphic designer, Emily Fleniken, to ramp up the designs and branding for their clients. The partnership between Crystal and Emily led to a new name that was more reflective of their personalities and services. The name “Lemon Seed Marketing” is the perfect culmination of everything we are. Bright and fresh like a “lemon,” committed to taking a “seed” and cultivating growth to make companies flourish, and “marketing,” because, well, that’s just what we do! And we’re really good at it. But we like to let the results do all the talking for us.