How iComfort Transformed Its HVAC Business with Service MVP’s Coaching

From Stuck to Soaring: What I Learned from George Colón About Growing iComfort by Leading with Heart (and Options)
By Joe Crisara

If you’ve ever felt stuck in your business, like you’re doing everything right but just not seeing the growth you deserve, then you’ll connect with this story.

Recently, I had the privilege of sitting down with my good friend George Colón, founder of iComfort Heating & Air in Los Angeles, for an episode of the Service MVP Podcast.

George is one of those rare leaders who brings pure heart into everything he does. He’s been serving customers since 1995 and started iComfort in 2004. For years, he hovered at about $1.5 million in revenue grinding every day, doing great work, but not seeing the growth he wanted.

Then, something changed.

George embraced options over ultimatums, took on a pure motive service approach, and began leading his team like a coach builds a championship team. Today, he’s on track to break $5 million and he’s only getting started.

This conversation left me with some powerful lessons I think every contractor should hear.

The Turning Point: From "Just Fix It" to “Let’s Solve It”
For years, George and his team focused on fixing problems. But they weren’t diagnosing the whole system or presenting multiple solutions.

That changed in 2020, when George and his team attended Total Immersion training with Service MVP.

“We were already making connections with clients,” George told me. “We just weren’t harvesting the value of those relationships.”

By showing all the issues, offering multiple solution paths, and letting the customer choose what worked best for them, iComfort created better outcomes for everyone... customers, technicians, and the business as a whole.

Culture That Coaches Daily
One of the most impressive things George does? Thirty to forty-five minutes of coaching every single morning.

At 7 AM, the iComfort team gathers to:

• Break down what happened yesterday
• Share what worked (and what didn’t)
• Coach each other on how to improve

And here’s the best part: George isn’t running the meeting.

“It’s not just me,” George said. “Corey runs the meeting. The techs coach each other. My son Georgie checks in like everyone else.”

This isn’t a top-down dictatorship, it’s a team sport. George has created what he calls “the iComfort way.” Every technician, every customer interaction, every job reflects that standard.

Why More Eyes = Better Results
George also shared his closed-loop feedback system, a process I wish more contractors used.

His technicians call before, during, and after the job, send photos, and keep customers informed every step of the way.

This level of oversight:

• Reduces callbacks
• Catches issues before they become problems
• Builds consistency across the board

As George put it:

“Customers don’t want to see us twice. They want it done right the first time.”

The iComfort Option System: Simple, Visual, Effective
To make life easier for his techs—and decision-making easier for clients—George created a laminated options sheet for indoor air quality solutions.

On the front side: four bundled solutions with photos, pricing, and benefits.

On the back side: four à la carte solutions customers can choose individually.

This simple, visual system helps customers say “yes” to what matters most to them—without feeling pressured or overwhelmed.

“Every homeowner wants better air quality,” George said. “Now our team knows how to present it in a way that’s easy to understand and buy.”

The Secret Sauce: Lead with Love
If you want to know the real reason for George’s success, here it is: he leads with love.

His technicians often get calls from clients saying, “Your technician reminded me of you.” That’s because George has built a company that runs on care, respect, and support—not just in theory, but in practice.

“People ask why I’m still in the trenches,” he told me. “It’s because I care.”

And that care has created a ripple effect—showing up in their culture, their customer relationships, and their growth.

Hear the Full Conversation
We covered all of this and more in our full conversation, including:

• How George went from $1.5M to $5M in just a few years
• Why connecting with clients before diagnosing creates better sales
• How daily coaching builds consistency and accountability
• The tools iComfort uses to make decision-making easy for customers
• Why culture and process are the ultimate sales strategies

Watch the full conversation on YouTube

or

Listen to the full episode on the Service MVP Podcast

Want Results Like George?
If you’re ready to transform your business the way George did, I invite you to join the Service MVP Club.

You’ll get:

• Self-paced training for you and your team
• Weekly live coaching with me, where I answer your questions
• Proven strategies to increase revenue and improve customer relationships

Stop guessing. Start growing.

Click here to join the Service MVP Club or call us at (877) 764-6304.

Because like George said:

“Since day one, we’ve cared. And when the whole team cares, growth takes care of itself.”