Tim, co-founder of Irbis Heating, Air and Plumbing, joins the show to unpack how he and his business partner grew their company from a two-man operation into a $20 million business in under seven years. Tim’s path into HVAC wasn’t the usual one. He came in with a marketing degree rather than a technical background, and that combination shaped nearly every decision the company made, from pricing transparency to how they built a customer-first culture from day one.
The conversation covers what actually worked in their marketing (and what didn’t), why chasing reviews as “feedback” changes the entire conversation with a customer, how they built a hiring process that filters for genuine care rather than just skill, and why Tim believes most HVAC business owners are better off learning marketing properly rather than handing it entirely to an agency or trying to run ads themselves. He also shares his take on private equity interest in the space and why healthy margins matter more than a sale.
– Why transparent, upfront pricing became their biggest early differentiator – The reframe from asking for “reviews” to asking for “feedback,” and why it works – A four-stage hiring process built to filter for genuine customer care – Common paid ads mistakes he sees HVAC owners make when running campaigns themselves – How keeping technicians engaged (trips, events, training) has kept turnover low – Why 15% net margin matters whether or not you plan to sell
Connect with Tim and learn more about Irbis Heating, Air and Plumbing at irbishvac.com.
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