Cold calling might sound old school, but for HVAC companies that know how to do it right, it’s still one of the most profitable client acquisition systems. In this episode, Peter Roth, founder of Scalify Call Centers and former HVAC business owner, breaks down the real strategies behind building a high-performing call center that turns cold calls into booked appointments.
From Zero HVAC Knowledge to Call Center Expert
Peter entered the HVAC industry in 2017 with zero experience. His business partner handled the fieldwork while Peter took charge of sales and marketing. Over time, he realized that most contractors depend too heavily on shared lead platforms like Angie and HomeAdvisor, constantly fighting for scraps while paying high retail prices for low-quality leads.
His answer: bring lead generation in-house through a dedicated call center. That decision helped his business scale, become independent from third-party lead platforms, and create consistent, predictable appointments.
When to Build a Call Center
Many HVAC owners wonder when it’s the right time to move from a single front desk rep to a full-fledged call center. Peter’s answer is straightforward:
“The right time is almost anytime, as long as you have a few extra bucks set aside and the operations to handle more calls.”
If your company has three to five agents and enough service techs to handle a surge in booked appointments, it’s time to consider it. The key is not just the number of calls but your capacity to deliver.
Why Every HVAC Company Needs a Call Center
According to Peter, there are two major reasons HVAC businesses should build their own call centers:
- Stop Paying Retail for Leads
When you buy from lead platforms, you’re paying their markup. Running your own call center means generating exclusive leads at wholesale cost. - Take Back Control
Shared lead platforms pit contractors against each other. A call center gives you 100 percent ownership of your pipeline and the ability to scale without competing for the same homeowners.
Scaling ads like Facebook or Google can be expensive and inconsistent. But a call center allows you to grow on demand, with every dial turning into a controlled opportunity.
Outbound vs Inbound: Which Matters More
While inbound calls are gold, they’re hard to scale. Outbound calls, done correctly, create consistent volume.
Peter’s model focuses on outbound campaigns to fill schedules fast. He points out that SEO and organic marketing are powerful long-term, but cold calling drives immediate revenue, especially during peak seasons.
Cost Breakdown: Building Your Own Call Center
- Initial Buildout: Starts around $15,000 for a fully managed setup.
- Average Client Spend: Around $20,000 for larger operations.
- Ongoing Monthly Costs: Between $5,000–$6,000 to operate a small HVAC call center (including staff, dialers, and software).
That investment usually pays off fast. Peter says most clients see ROI within 30 days and reach full performance by month three.
Appointment Cost Benchmarks
On average, HVAC companies working with Peter’s system book qualified, in-home appointments for $40–$90 each, depending on the market.
That includes data, labor, and tools. Even at the higher end, that’s still cheaper than PPC campaigns or paid lead services.
The Script That Works
Peter emphasizes that scripts don’t close deals, systems do.
Still, his call structure follows a proven pattern:
- Identify the Problem: Focus on older homes (10 plus years old) with aging HVAC systems.
- Build Awareness: Explain how inefficiency increases energy bills even when systems seem fine.
- Offer Peace of Mind:
“I can send someone out to take a quick look. If everything’s fine, great, we’ll shake hands and part as friends.” - Book the Appointment: Keep the call between five and seven minutes, long enough to sound genuine, short enough to keep attention.
The goal is to unearth pain without pushing too hard. Once a homeowner acknowledges inefficiency or uncertainty, the appointment practically books itself.
Finding and Managing Quality Data
Peter’s team employs 35 skip tracers in Pakistan whose full-time job is verifying homeowner data such as names, addresses, phone numbers, and property details.
For HVAC companies just getting started, he advises buying verified data instead of scraping it manually. Recommended sources include:
- Batch Leads
- PropStream
- PropWire
These platforms sell skip-traced homeowner data for $0.15–$0.25 per record. Peter’s team provides similar lists for $0.06–$0.14 per record, already cleaned and validated.
Conversion Metrics That Matter
Instead of focusing on call-to-close ratios, Peter tracks cost per booked appointment.
- Data Cost: $20–$40 per booked appointment.
- Total Cost (including labor and software): $50–$90 per appointment.
That means HVAC companies can get in front of qualified homeowners for less than the cost of a tank of gas.
The KPIs That Drive Performance
Each client’s call center is reviewed weekly with a 15–20 KPI health score graded A–F. Key metrics include:
- Agent performance and call quality
- Lead response rate
- Dialer efficiency
- Appointment show rate
- Cost per appointment
- Conversion to sale
Every week, the team reviews call recordings, evaluates morale, and optimizes performance for the next sprint.
Tools That Power the System
- CRM: Works with any platform, including ServiceTitan or Housecall Pro.
- Dialer: ReadyMode, at $250 per seat per month, includes unlimited calls, phone numbers, and minutes.
Hiring Top-Performing Phone Reps
Peter recruits primarily from Mexico and Latin America, where agents speak fluent English with minimal accents.
- Average Pay: $7 per hour
- English Fluency: 10 out of 10
- Accent Level: 1–2 out of 10 (virtually unnoticeable)
Agents are chosen for cultural familiarity, communication skills, and prior HVAC or home services experience.
Training and Morale
Each team has:
- A dedicated manager paid directly by the client.
- A supervisor from Peter’s team ensuring standards and consistency.
- Slack channels for daily check-ins, collaboration, and morale building.
Maintaining engagement is critical since remote agents often work alone. A connected environment keeps performance high and turnover low.
Key Takeaways
- Build a call center when you’re ready to grow beyond reactive calls.
- Stop paying retail for shared leads and generate your own.
- Expect to spend $15K–$20K upfront and $5K–$6K monthly to operate.
- Book exclusive, pre-qualified HVAC leads for under $90 each.
- Focus on process, not perfect words.
- Keep calls short, structured, and focused on efficiency pain points.
- Invest in quality data since it’s the foundation of profitable calls.
