In episode three of HVAC Hotshots, host Yash from HVAC TX sits down with Chris Plunkett, owner of Tailored Mechanical in Tucson, Arizona. Chris is not only a successful business owner but also a coach at Conquer Coaching, helping other contractors build profitable and balanced HVAC companies.
From growing up in the trade to leading his own team, Chris shares the lessons, mistakes, and systems that helped him build a million-dollar HVAC business without losing his sanity or his values.
From Eight-Year-Old Apprentice to HVAC Business Owner
Chris grew up with HVAC in his blood. His father owned a small air-conditioning business, and by age eight, Chris was tagging along on service calls. One winter evening, impatient to go home, he replaced a furnace blower motor on his own while his dad was chatting with the customer. When the unit fired back up, his father’s surprise and pride lit a spark that never went out.
Decades later, that moment still defines his approach to the trade; hands-on, resourceful, and driven by service.
Starting Tailored Mechanical
In 2013, Chris launched Tailored Mechanical with a simple goal: spend more time with his wife and build a business that reflected his values. His first customer came through a family referral: his wife’s cousin recommended him to a co-worker. That single connection generated over $75,000 in projects over the years.
From day one, he realized the power of reputation and relationships. His business grew on trust long before paid ads entered the picture.
Referrals: The Million-Dollar Growth Engine
Even after years in business, Chris says his best lead source is still referrals.
“Provided that you do good work and treat people right, you’re bound to get referrals. But you have to ask for them.”
Referrals aren’t just cheap leads; they are trust-based conversions. A referral customer costs almost nothing to acquire and closes faster because the credibility is already built.
Chris backs this with a targeted digital strategy: Google Local Service Ads, SEO, and a professional website, but he remains clear that word of mouth is his anchor.
Marketing Budget and Lead Mix
Tailored Mechanical allocates 7.5 to 10 percent of monthly revenue to marketing during growth months and 2.5 to 5 percent when business naturally flows. That budget covers Google LSAs, SEO management, and occasional PPC campaigns.
Chris monitors ROI carefully. When his pipeline fills up, he scales back to protect margins. When shoulder seasons arrive, he ramps marketing up to maintain momentum.
Marketing Channels for Startups
For new businesses on a tight budget, Chris recommends starting with three pillars:
- Build a digital footprint. Invest in a clean, functional website and local SEO so Google can find and trust you.
- Engage in Facebook community groups. Mom groups, neighborhood forums, and local buy-sell pages often generate referrals for free.
- Network in person. Join BNI chapters, Chambers of Commerce, and contractor alliances to form partnerships with roofers, plumbers, and home inspectors.
“You don’t always have to spend money to market,” Chris explained. “But remember: your time is money too.”
The Power of Industry Relationships
Real estate agents, home inspectors, and plumbers make ideal referral partners. Whenever a home inspection flags HVAC issues, or a plumber spots a leaky furnace connection, Chris’s company is the first call. This cross-industry network creates steady lead flow without aggressive advertising.
Sales Process: Consultation Over Pressure
Tailored Mechanical’s sales team uses a consultative method focused on questions and listening.
Instead of pushing products, they diagnose needs, rank priorities, and design solutions based on the customer’s own words.
“We’re not telling them what we think is best. We’re saying, ‘Based on what you told us, this is what you need.’”
The approach feels more like a consultation than a pitch, and customers respond accordingly.
Sales Training and Confidence Building
Chris credits much of his team’s success to consistent training. They work with My Elite Sales Trainer, Ariel Robinson, to sharpen skills and boost confidence.
“Product knowledge creates confidence, and confidence closes sales.”
Even technicians who aren’t natural salespeople learn to build rapport, overcome objections, and communicate value through education instead of pressure.
Hiring and Screening Technicians
Chris hires, trains, and promotes based on core values, not just mechanical skills. He uses the Myers-Briggs (MBTI) framework and AI-driven questionnaires to assess fit.
“I can teach anyone to fix an air conditioner,” he said. “I can’t teach humility, coachability, or integrity.”
Each candidate completes a 20-question assessment before moving to an interview. This saves hours by filtering out people who may be technically capable but culturally misaligned.
Training Technicians for Excellence
Training is non-negotiable at Tailored Mechanical.
- Mondays = Soft Skills. Team discussions focus on communication, core values, and customer interaction.
- Fridays = Technical Skills. Hands-on sessions cover equipment diagnostics, failure patterns, and installation best practices.
Technicians use Housecall Pro integrated with Company Cam to log photos and videos of every job, creating a real-time record of work quality and accountability.
Structuring Your HVAC Business
Asked about whether to choose an LLC or S Corp, Chris advises contractors to focus on liability protection and tax efficiency.
Always consult a CPA to understand how each structure affects your income and personal assets. What matters most is setting up proper legal and financial boundaries from day one.
Financing Options for Customers
Financing is no longer optional. Roughly half of American households can’t write a $1,000 check for unexpected repairs.
Chris uses Wisestack, integrated with Housecall Pro, to offer financing on every proposal. He advises never to mention financing as an afterthought, it should be part of every quote from the start.
“If you say, ‘If you can’t afford it, we can finance it,’ you make people feel bad. Offer it up front instead.”
When to Hire Techs vs. Admins
Early on, Chris worked 60-hour weeks doing everything himself. He realized it was time to hire when the workload reached that breaking point. Each new hire freed capacity for growth.
His rule of thumb: add one admin for every three to five field employees. His wife eventually stepped in to run office operations, allowing him to focus fully on field management and business growth.
Buying vs. Leasing HVAC Trucks
When it comes to vehicles, Chris recommends talking to a CPA before signing anything. Leasing can keep assets off personal credit and offer write-offs on monthly payments, but you must understand the terms.
One rule he’s firm about: don’t buy cheap trucks.
“Every day a truck is broken down costs you more than a monthly payment ever will.”
Invest in reliable vehicles to protect technicians’ time and company reputation.
Branding and Vehicle Wraps
Branding is not a luxury; it’s a sales tool. If you can afford it from day one, wrap your vans. If not, budget for it as soon as possible.
A professional wrap makes your company look established and trustworthy. Customers won’t pay premium prices to a business that looks temporary.
Residential vs. Commercial HVAC
Both have pros and cons. Residential work requires strong people skills and speed. Commercial work offers scale and specialization but less personal interaction.
Chris advises new technicians to try both. Work three months in residential, then spend time in light commercial or industrial settings.
“Be a student of HVAC. Understand the refrigeration cycle, read diagrams, and never stop learning.”
He recommends listening to podcasts, watching YouTube trainings, and reading books to broaden understanding beyond the classroom.
Leadership and The Mindset Shift
When asked what he wished he’d learned sooner, Chris answered without hesitation: leadership.
“I used to think employees were there to make my life easier. I was wrong. My job is to make their lives better because they’re out there working for me.”
That realization transformed his company culture. He now invests in coaching, mentorship, and personal development for himself and his team. Leadership training, he says, is the most profitable investment an owner can make.
Final Words
Chris Plunkett’s journey from technician to million-dollar business owner shows what happens when you combine craftsmanship with character.
He built Tailored Mechanical through referrals, training, and leadership, not shortcuts. His advice to new owners is simple:
- Know your numbers.
- Protect your time.
- Invest in your people.
- Keep learning.
That’s how you turn a one-man operation into a million-dollar HVAC brand that lasts.
