We also invest in real certifications, not just internal demos. I want my people to own credentials in their names. It builds pride, career paths, and a culture of mastery.

As we grow, we’re bringing trainers to Montreal so we can “upskill” the entire group together.

Our culture rests on empowerment and personal development. I regularly review each team member’s 1, 3, 5, and 10 year goals and help connect the dots between earnings targets and the skills, certifications, and revenue production that make those targets real. My job is to build the best versions of the people who chose to trust me with their careers.

Recruiting the Right Way: Make Learning the Magnet

I’ve never hired someone off a resume. Every person who joined us first reached out after seeing our work, our tools, and our training culture on social media or in the community. High performance attracts high performers, especially techs who feel stuck in environments where airflow and testing aren’t taught.

When they see we take measurements seriously, they want in. That’s been our best recruiting engine by far.

Competing on Value, Not Price

I’m upfront with homeowners: we’re not the cheapest contractor in the area. I even give price ranges before I arrive. It saves time for everyone and attracts people who value solutions over low bids.

During sales calls, I measure static and airflow, lay out the numbers, and explain why a specific scope (like a return rebuild, proper filtration, surge protection, commissioning) is the right fit. A common reaction is, “The last five guys didn’t do any of this.”

Exactly. We’re not here to sell a box. We’re here to deliver comfort, reliability, and verifiable performance.

And if someone chooses a cheaper route elsewhere, that’s okay. Some of those homeowners call back a few years later when the problems persist or get worse. By then, they’re ready for data and durable solutions.

Collaboration Happens at the Top

I believe there’s plenty of work for everyone, and I practice what I preach. We partner with specialists for duct cleaning and envelope sealing instead of pretending we’re the masters of everything. We also help local contractors solve airflow and static issues on their installs — on their behalf — because it raises the bar for the whole market.

When we all get better, homeowners win, reputations improve, and the industry moves forward.

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