Building a Great Digital Brag Book

To effectively demonstrate why a consumer should choose your residential HVAC company over the competition, we feel that it's essential to create a compelling "brag book" or presentation showcasing your qualifications and capabilities.  

ims-blog-wordcloud-why-choose-us-v03Our work with hundreds of residential HVAC contractors from coast-to coast shows that these are the key messages that are the most compelling. 

  1. Why Choose Us? 
  2. Quality Installation 
  3. Service & Maintenance 
  4. Air Quality 
  5. Financing 

Of course, it’s up to you to position yourself as an experienced, empathetic Comfort Consultant. And you’ll need to sell your company as the best solution provider in your local market.

ABCs of a Great Brag Book

  • Attachments. Add your own attachments. Get creative. Have fun telling your story.
  • Buttons. Use the ones provided, create your own, or invest in Custom Branding to put more pizzaz into your presentation.
  • Custom Layout. While most customers use our standard 5 topic layout (7 topics including ductless) you may want to build a custom layout. We have customers with 1, 2, 4, 5, 7, and 12 topics on the home view.


Here is a comprehensive list of items to consider. What you want to create is a reference library of resources to answer any question that might come up – your goal is to win at the kitchen-table – and never end with a "let me get back to you" on a question.  

  1. Certifications and Licenses: Highlight your team's certifications and licenses, such as NATE (North American Technician Excellence), EPA certifications, and state licenses. This demonstrates your commitment to quality and compliance with industry standards.
  2. Experience and Expertise: Showcase your years of experience in the HVAC industry. Mention any specialized expertise, such as working with energy-efficient systems, geothermal, ductless mini-split, or smart HVAC technology such as Wi-Fi stats.
  3. Customer Testimonials: Include genuine customer testimonials and reviews. Positive feedback from satisfied clients can significantly influence potential customers. Videos are great – just keep them short.
  4. Before and After Photos: Share visual proof of your work with before-and-after photos of HVAC installations or repairs. This demonstrates your ability to transform and improve customers' living environments.
  5. Energy Efficiency Solutions: Highlight your commitment to energy efficiency and environmental responsibility. Discuss the energy-efficient systems you offer, such as ENERGY STAR-rated appliances and green HVAC solutions.
  6. Service Guarantees: Explain any service guarantees or warranties you provide. This reassures customers that you stand behind your work and are willing to address any issues promptly.
  7. Emergency Services: Emphasize your availability for emergency HVAC repairs and support. Let customers know that you're there for them 24/7 when they need it most.
  8. Maintenance Plans: Describe your preventive maintenance plans, which can help customers extend the lifespan of their HVAC systems and save money on repairs in the long run.
  9. Financing Options: If you offer financing or flexible payment plans, make sure to mention them. Many customers appreciate the convenience of spreading the cost over time.
  10. Service Area: Clearly define your service area, so potential customers know if you cover their location. Include maps or service area boundaries if necessary.
  11. Community Involvement: Share any involvement or contributions to the local community. This demonstrates your commitment to the areas you serve.
  12. Affiliations, Awards, and 5-Star Reviews: Mention any industry affiliations, awards, or recognitions your company has received. This helps build trust and credibility with potential customers. You can link to your reviews or better yet create an attachment to avoid internet lag.
  13. Transparent Pricing: Consider including an attachment on transparent pricing or price-match guarantees. This can alleviate concerns about hidden costs or overcharging.
  14. Training: Showcase your commitment to a well-educated workforce by discussing any factory, national certifications (such as NATE but explain the acronym) or ongoing training for your technicians. Customers value companies that prioritize employee training.
  15. Technology Integration: If you use advanced technology for diagnostics, control systems, or customer communication, highlight these capabilities. Modern technology can set you apart from competitors.

By incorporating these elements into your "brag book," you'll provide potential customers with a comprehensive view of your qualifications and capabilities, making it easier for them to choose your residential HVAC company with confidence.