Few people have climbed from rock bottom to multi-million-dollar success in the HVAC world like Joel Verley, the Sales and Marketing Director of Reliable Heating and Air in North Carolina. His story is not one of luck but of grit, discipline, and relentless problem-solving.
In this episode of HVAC Hotshots, Joel opens up about how he built Reliable’s systems, culture, and sales engine to reach over $12 million in revenue, and the lessons every contractor can learn from that journey.
From Tough Beginnings to Total Transformation
Joel didn’t choose HVAC; HVAC chose him. After going through difficult years in his early life, he needed a legal, stable way to support his family. His first HVAC job was a lifeline, and he treated it that way.
He learned every aspect of the trade, took night classes to earn his license, and quickly understood that long-term stability comes from skill, not luck. When a mentor told him, “Get licensed so no one can take your work away,” he listened.
That advice became the foundation of everything that followed. Within a few years, Joel was not only a licensed professional but also running his own HVAC business.
Automation: The Secret to Buying Back Your Time
Joel’s business philosophy is simple: Automate what you can, delegate what you can, and spend your time doing what only you can do.
He noticed early on that HVAC companies waste hours every week chasing customers, sending manual texts, and responding to Google reviews. So he built automation systems that handle it all.
His software, MacNow.io, manages review requests, appointment scheduling, and follow-ups without human input. Instead of calling hundreds of people to book maintenance, his system texts existing customers links to schedule directly through the CRM.
In Joel’s words:
“That one process changed the game. The schedule fills itself. My CSRs used to cry when the phones blew up. Now the system does it all.”
Automation frees his team to focus on what truly matters: delivering excellent service and building human relationships.
The Power of a Genuine Message
When it comes to customer communication, Joel doesn’t rely on canned messages. His review requests sound like this:
“Hey Ms. Susan, I know you had a service call with Tony today. I hope everything went well. If it did, would you please share your review with us? If not, here’s my personal number, call me directly.”
This small human touch makes a big difference. It’s not marketing fluff. It’s connection. And even negative reviews become opportunities to build trust.
“When people complain about price, I love it,” Joel said. “It shows other customers we’re not cheap, but we are professional and worth it.”
That’s authentic brand management in action.
Keeping Phones Alive After Hours
After-hours calls can make or break an HVAC business. Joel learned early that small companies lose thousands every year because no one answers late-night emergencies.
At Reliable, he built a hybrid system. When the team was small, he carried the phone himself. As they grew, he added dedicated technicians for on-call support, and eventually, a 24/7 call center fully integrated with their CRM.
“They’re not just message-takers. They book calls directly into our system and notify techs right away. It’s like having staff around the clock.”
He believes AI will soon take over a large part of this function. Voice automation is still evolving, but text and chatbot systems are already making a measurable impact.
How Reliable Heating & Air Found Its Edge
When Joel joined Reliable, the company was primarily doing new construction — a tough place to make consistent profits. Homeowners in new houses rarely need full system replacements.
So he focused on indoor air quality. By selling high-end IAQ packages ranging from $1,500 to $20,000, Reliable created a completely new revenue stream.
They start by installing an indoor air quality monitor that tracks pollutants, humidity, and air pressure. This data exposes hidden problems most homeowners never notice.
“Once they see their PM 2.5 or VOC levels are high, they want a solution,” Joel explained. “We just educate them, then fix it.”
It’s simple psychology: awareness creates demand.
Where the Best HVAC Leads Come From
Joel breaks marketing into two categories: direct and indirect.
- Direct marketing targets people already searching for HVAC services. This includes Google Ads, PPC, SEO, and Google Business Profile optimization. These leads are ready to buy now.
- Indirect marketing focuses on brand awareness. This includes social media, community engagement, and reviews. People on social media aren’t looking for a contractor today, but they will remember you tomorrow.
He put it perfectly:
“People only go to Google because they don’t know who to call. Once they know you, they just message you.”
For Reliable, Google remains the top revenue driver, followed by Yelp and repeat customers who found them on social media years ago.
Content Marketing That Actually Works
Reliable’s social media strategy follows the 3E Rule: Engage, Entertain, Educate.
Joel and his team post about everything from installs and employee stories to educational tips and customer wins. They use a professional photographer every year to capture real photos of their team, equipment, and clients.
No stock photos. No fakeness. Just people and pride.
“Everyone uses the same guy with the yellow hardhat in stock photos,” Joel laughed. “Our photos show real people doing real work. That’s what connects.”
He also uses AI tools to help generate captions, track engagement metrics, and post across multiple platforms through his automation software.
Consistency, not perfection, is what wins.
Sales Training That Scales
Joel’s approach to sales training is built around structure, repetition, and role-playing.
Every sales rep at Reliable follows a written sales process that includes scripts, objection responses, and emotional connection points.
Then they role-play every week.
“It’s uncomfortable at first, but that’s how you grow,” he said. “If you can sell your product to your coworker, you can sell it to anyone.”
He focuses on objection handling, especially around price, urgency, and competition. The goal is to make the rep so fluent in conversation that they can relax, connect, and close naturally.
“People don’t buy from the lowest price. They buy from who they trust,” Joel said. “I’d rather lose to someone more expensive than beat someone by being cheaper.”
Measuring Marketing and Sales Performance
Reliable tracks everything. Using Google Analytics, CRM dashboards, and call-tracking software, Joel knows which campaigns drive the most revenue.
He uses unique phone numbers and UTM links across each platform to identify ROI by channel.
“If you’re not tracking, you’re just guessing,” he said. “Data tells you where to double down and what to stop wasting money on.”
Building the Future of Reliable Heating & Air
Joel’s long-term vision is expansion. His next step is opening new branches 100 miles away using the same infrastructure and systems Reliable already has.
Each new location runs on shared resources; the same CRM, call center, accounting, and leadership structure. This model keeps costs low while multiplying revenue.
“We’ll have Reliable offices all over North Carolina,” Joel said. “Same systems, same standards, same culture.”
It’s the kind of scalable growth that large private equity firms pursue, except Joel is doing it with heart, team loyalty, and precision.
His Final Advice for HVAC Entrepreneurs
Joel’s closing words hit home for every small business owner:
- Learn to sell. Every business starts with a sale. If you can sell, you can survive anything.
- Raise your prices. Undercutting the market only hurts your credibility.
- Build processes, not chaos. Create a written sales system and train your team weekly.
- Invest in people. Good employees stay where they can grow and earn well.
- Get creative. Package your services. Add value. Build new offers that stand out.
“Creativity is the ultimate resource,” Joel said. “If you can think of it, you can sell it.”
Conclusion
Joel Verley’s story proves that success in HVAC is not about luck, timing, or background. It’s about systems, strategy, and relentless execution.
From automating reviews to mastering the sales conversation, every move he made was intentional. That’s why Reliable Heating and Air went from startup to multi-million-dollar powerhouse, and why Joel’s blueprint is one every HVAC leader should study.
