Contracting Business/Kelly Faloon
Contracting Business/Kelly Faloon
Endeavor Business Media
Contracting Business/Kelly FAloon
Kelly L. Falloon
Contracting Business/Kelly Faloon
Contracting Business/Kelly Faloon
65afb7446524c6001e054249 2024 Ahr Expo Prryan Reddingheather Ripley

2024 AHR Expo: The Essential Role of Reputation in Home Services Businesses

Jan. 23, 2024
When looking at two similar HVAC companies, 'the better reputation always wins.'

When looking at two similar HVAC companies, "the better reputation always wins," explained Ryan Redding, CEO and founder of Levergy. He and Heather Ripley, CEO and founder of Ripley PR, discussed how contractors can build trust with their customers through reputation through public relations, speaking Jan. 22 to 2024 AHR Expo attendees.

"Trust and credibility are not ego things," Ripley said. "This especially comes into play during a crisis: Don't ignore the media and tell the truth; otherwise, you'll lose the trust and loyalty of your customers, negatively impacting your company."

She encourages contractors to have a crisis plan and media policy and make sure all employees are aware of them; media entities should refer to the company spokesperson for any comment.

Redding noted about company reputation:

  1. Do not use review gating, where only good reviews appear on review sites; people will be wary of companies with only good reviews. Plus, it's just wrong. "Encourage customers to leave negative and positive reviews," he said.
  2. Some people look at negative reviews first, so don't ignore them; respond with compassion and empathy and work to the best solution for the customer.
  3. Don't hire anyone to control your social media program – even if they're young! Your social media team should be experienced in boosting company reputations.
  4. Ensure your CSRs and techs "anchor" your reputation by constantly repeating your expert service mantra to customers from the first call to the finished service. Then ask for the review.




About the Author

Kelly L. Faloon | Freelance Writer/Editor

Kelly L. Faloon is a contributing editor and writer to Contracting Business magazine, Contractor and HPAC Engineering. The former editor of Plumbing & Mechanical magazine, Faloon has more than 20 years experience in the plumbing and heating industry. She started a freelance writing and editing business in 2017, where she has a varied clientele.

Faloon spent 3 1/2 years at Supply House Times before joining the Plumbing & Mechanical staff in 2001. Previously, she spent nearly 10 years at CCH/Wolters Kluwer, a publishing firm specializing in business and tax law, where she wore many hats — proofreader, writer/editor for a daily tax publication, and Internal Revenue Code editor.

A native of Michigan’s northern Lower Peninsula, Faloon is a journalism graduate of Michigan State University. You can reach her at [email protected].