From One Truck to a Thriving Brand – How Michael Wy Grew His HVAC Business with Branding, Training & Tech

How Branding, Training, and Technology Turned One Truck Into a Trusted HVAC Brand
By Joe Crisara, America’s Service Sales Coach

Starting, growing, and scaling a service business isn’t just about working harder it’s about working smarter. One of the best examples of that principle in action is Michael Wy, the owner of Be Right There Heating & Air in Atascadero, California.

In my conversation with Michael on the Service MVP Podcast, he shared the exact steps he took to evolve a one-truck HVAC company into a high-performance brand that stands out for professionalism, service excellence, and growth.

Let’s break down the key lessons that any contractor no matter your size can learn and implement.

Watch the full podcast episode here: From One Truck to a Thriving Brand – How Michael Wy Grew His HVAC Business with Branding, Training & Tech

or

Listen to the full podcast here: From One Truck to a Thriving Brand- How Michael Wy Grew His HVAC Business with Branding, Training & Tech

 
Step 1: Build a Brand That Connects Before the Call

Michael didn’t just inherit a business he reimagined it. When he purchased a small HVAC company from a retiring owner, he noticed right away that customers weren’t loyal to the business itself. They were loyal to the previous owner.

His first mission? Create a brand that made people trust the company not just the person behind it.

Michael had already dreamed up the name Be Right There Heating & Air, a name that communicates urgency, reliability, and integrity. He worked with branding expert Dan Antonelli to design a logo and identity that reflected professionalism from the first glance.

What every contractor should learn from this:

-Your brand is your first handshake with the customer.
-A well-developed visual identity builds trust before the truck even pulls up.
-Investing in branding early can lower marketing costs later by improving recall and word-of-mouth.
-“Your brand is the first impression. Customers feel connected before they even speak to you.” – Michael Wy

 
Step 2: Train Relentlessly to Exceed Expectations

With a powerful brand comes higher expectations. Michael knew that every technician had to deliver a 5-star experience that matched the image.

So, he built training into the very foundation of his culture—three days a week, every week.

Key principles behind Michael’s training strategy:

-Technicians are paid 100% for training time – It’s an investment, not a cost.
-Training covers more than skills – Culture, mindset, performance, and communication all matter.
-Consistent repetition leads to consistency in service. No guessing, no surprises.

This is exactly what we focus on inside Service MVP. It’s not enough to teach sales. We teach professionals how to serve clients at the highest level through systemized communication and performance-based training.

“We’re a review-based industry. Great training prevents bad reviews and builds consistent experiences.”
 
Step 3: Use Technology to Scale With Excellence

As the business grew, Michael knew he couldn’t scale chaos. So he implemented ServiceTitan, a platform that helped him get a handle on the operations behind the scenes.

Even more importantly, it helped the team stay professional and organized on the front lines.

How ServiceTitan improved operations:

-Tracks KPIs, revenue, and call metrics daily
-Automates customer communication with technician bios and ETA notifications
-Makes option presentation easier and more transparent
-Centralizes customer records and follow-up opportunities
-Michael still meets regularly with a ServiceTitan coach to unlock new features and refine processes—proving that continuous    improvement is the name of the game.

Just like with our coaching at Service MVP, software only works when the people behind it are trained and committed to using it fully.

 
Step 4: Market Through Storytelling and Video Content

One of the most powerful tools Michael added to his toolkit was video storytelling, working with Home Service Studios to build brand awareness through social media.

It wasn’t easy at first Michael admits it was outside his comfort zone but the results made it worth it.

Benefits of video marketing for service businesses:

-Builds trust before you arrive at the home
-Attracts better recruits who already understand your values
-Creates a stronger presence in the local community
-It’s the perfect pairing with our online sales training and marketing education modules. If you want to modernize your message,  you need to speak your customers’ language—and that language is video.

“Customers were already sold when we arrived because they had seen our content online.” – Michael Wy
 
Michael’s Playbook: Advice for Service Business Owners

Whether you're starting out or trying to scale, here’s Michael Wy’s formula refined and taught through the lens of Service MVP principles:

-Invest early in professional branding. It creates immediate trust.
-Train consistently – Training isn’t a task; it’s a culture.
-Use the right technology – Don’t grow blindly. Grow with systems.
-Work with a coach – Find blind spots, gain insight, and avoid burnout.
-Tell your story with video – Marketing should connect, not just advertise.

 
Final Thoughts: Make Your Business MVP-Ready

What Michael achieved with Be Right There Heating & Air isn’t a fluke it’s a formula. And it’s one that you can follow.

At Service MVP, we help contractors implement these exact systems with expert-led coaching, real-world training, and tools that translate directly to revenue and reputation growth.

Branding. Training. Technology. When you master these, you build something bigger than a business—you build a legacy.
Ready to scale smarter? Join the Service MVP Club for just $99/month and gain access to our coaching seminars, sales workshops, and performance-based training system.

Click here to learn more and join the Service MVP Club

To your transformation,

Joe Crisara

America’s Service Sales Coach

Founder, Service MVP