2013 new commercial products THE HVACR CONTRACTOR’S WEEKLY NE WSMAGA ZINE SINCE 1926 October 14, 2013 | $5.00 | Visit us online at www.achrnews.com, Twitter, Facebook + LinkedIn Commercial product grid: page 8 Commercial product descriptions: page 9 New Boilers Heat Up Market Manufacturers Include Technologies that Increase Efficiency and Ease of Use By Joanna R. Turpin Of The NEWS Staff fyi hvac briefs Residential Contractors • Bardi Heating and Air (Norcross, Ga.) cofounder Alex Bardi was selected as one of Gwinnett Maga-zine’s “People to Know.” • O’Neill Con-tracting Inc. (Bergenfield, Torsello N.J.) pro-Ferrara moted Chris Ferrara to general manager and Mike Torsello to ser-vice manager • Jackson & Sons Heating and Air Conditioning (Dudley, N.C.) announced a collaboration with Habitat for Humanity . • North Winds Heating & Cooling (Okemos, Mich.) earned the 2013 Pacesetter award from Trane (Tyler, Texas). T echnologies used in commercial hot water boilers are evolving rap-idly, resulting in new equipment that is more efficient and easier to operate than ever before. Modulating burn-ers, variable-speed drives, and advanced controls can now be found on many newer boilers, which, when installed and main-tained properly, can keep building occupants comfortable for many years. However, installing and servicing these sophisticated systems can be more of a challenge for contractors, as they need to have a thorough understanding of hydronics, electrical systems, and electronics. Keeping current on these high-tech boilers usually requires ongoing training and support, which, fortunately, most manufac-turers are happy to provide. Better Modulation, Control The modulating burner has become very popular on commercial boilers because it can lower the firing rate as the building load decreases, allowing the burner to keep run-ning instead of shutting off, said Jeff Vallett II, boiler product manager, Lochinvar LLC. • See NEW BOILERS | page 6 Manufacturers • Field Controls LLC (Kinston, N.C.) appoint-ed Rickey Brown as its OEM technical sales and business manager. An ACA Denver Boiler technician completes connections for a Laars Pennant boiler/volume water heater in an apartment building in downtown Denver. Brown Continued on page 4 Metro, Rural Marketing Are the Same, Only Different By Matt Bishop Of The NEWS Staff S teve Hutcherson despises market-ing. The president of Elite Heating & Air, Wahpeton, N.D., Hutcherson deemed marketing as nothing but a necessary evil in the recipe of running a small business. “Marketing is a booger,” Hutcherson said. “I don’t care what market you’re in. It really is. It’s expensive, and it’s hard. When you do it, you have to know your community and know what you’re selling. You have to under-stand the community you’re in and how they receive information.” Whether you’re soliciting to a smaller rural audience or canvassing a metro area filled with millions of people, marketing details and strategies can be quite different. Build a Reputation that Sells Itself Marketing is defined as the act or process of selling in a specific market. “Interestingly, the rural and the metro have similar tasks, but different angles,” said Adams Hudson, president of Hudson, Ink, a national marketing firm. “The rural contrac-tor must portray his business to be profes-sional beyond his scope, and ‘difficult’ to market against by outside competitors. The metro contractor must redefine their large area into smaller communities and appear more personable and approachable.” Hutcherson said he’s tried just about everything in his town of about 8,000 people, including advertising on the backs of receipts, which he claimed was a flop. But, more than anything else, he stands firm that remarks of a job well done travels quickly in rural areas. “In small towns, people still feel that they don’t have to lock their doors or take the keys out of their trucks. It’s all about trust,” Hutcherson said. “Word of mouth is driven by the performance of your company and the mentality of the people who work for you. If you’re doing well, it’ll get out there.” • See MARKETING | page 30 DIGITAL EDITION THIS ISSUE SPONSORED BY: A contractor is completing a 25-minute job in 1 minute. Find out how easy it is to set up Copeland ™ Condensing Units: Take the 1 minute challenge.