As the HVAC industry evolves, contractors are facing increasing pressure from manufacturers, large technology companies, and private equity-backed competitors — all competing to become the primary connection point inside the home.
For Black-Haak Heating, maintaining that connection with customers is essential to long-term growth. By implementing connected technology from Building36, the company is strengthening customer relationships while protecting the independence that has defined the business from the beginning.
Black-Haak has grown from a small family-run operation into a company with more than 100 employees and approximately 65 service vehicles supporting HVAC, electrical, and plumbing services. While the company has expanded over time, its focus remains the same: building lasting relationships with customers and creating a strong foundation for future growth.
We spoke with owner Jim Haak about why ongoing customer connection is becoming one of the most important strategies for the future of HVAC.
Maintaining independence by owning the customer relationship
As Jim sees it, the competitive landscape is shifting. Contractors are no longer competing only with other local providers — manufacturers, big tech companies, and private equity-backed businesses are increasingly working to control the homeowner relationship.
“We’re trying to build a community of customers, and that’s where Building36 comes in,” says Haak. “It allows us to create a ‘digital fence’ around our customers, giving them a direct pipeline to us — and in the reverse, we have a direct pipeline to them.”
Instead of allowing third parties to become the primary touchpoint, Black-Haak Heating is focused on maintaining a direct connection with the customers they serve — helping ensure they remain the trusted partner for comfort, safety, and system performance.
Turning system insights into everyday connection points
System insights help Black-Haak stay in touch with customers between service visits, creating opportunities to provide value throughout the year rather than only when something breaks.
In one instance, the team received an alert showing an unexpected temperature change in a customer’s home. Rather than waiting for the homeowner to notice the issue, they reached out to check in.
“They were grateful that we noticed it and called them,” Haak explains. “These instances really drive home the fact that this product works and it helps us relate to our customers.”
Small but meaningful touchpoints help build trust over time and reinforce the contractor’s role as an ongoing partner in maintaining home comfort.
Delivering more value through continuous engagement
Ongoing communication also helps reinforce the value of maintenance programs by creating more consistent engagement throughout the year.
System alerts and reminders allow customers to test equipment ahead of seasonal changes, helping identify potential issues before peak heating or cooling demand.
“If we can identify issues before peak season, that creates capacity to take on new customers when demand is highest,” says Haak.
This proactive approach helps improve operational efficiency while giving customers greater confidence in their systems.
Simplifying installation for technicians and customers
Black-Haak has also seen benefits from installing the Smart Thermostat HQ, which was designed specifically to streamline installation and reduce complexity for technicians.
With features like built-in cellular connectivity, automatic system configuration, and pre-linked devices that connect as soon as the system is powered on, the HQ removes many of the typical setup steps that can slow technicians down.
“The HQ cut setup time in half,” says Haak. “Being able to install it quickly without needing additional equipment has been a game changer.”
Faster installation not only improves efficiency in the field, but also gives technicians more time to walk homeowners through the system — helping ensure they feel comfortable using it and stay engaged long after the install.
Building stronger relationships for the future
For Black-Haak Heating, connected technology is about more than adding another device to the wall. It’s about strengthening relationships and creating consistent, meaningful interactions with customers over time.
“I don’t look at Building36 as just a thermostat,” Haak explains. “I look at it as a connecting point between the customer and our company.”
By maintaining a direct connection with customers, Black-Haak Heating is building a strong foundation for continued growth while staying true to the independence that defines the business.