HVAC Setter Playbook

Use this every time you call a new HVAC lead. The call has 8 steps. Steps 1–4 lock the booking fast — get everything you need to schedule before the homeowner loses patience. Steps 5–8 qualify, handle pushback, and wrap warm so the tech walks into a good visit.

If the call drops after step 4, you still have an appointment.

Lead setter: Fagr. This playbook is distilled from 120 booked calls plus Sean's process overrides. HVAC only — a separate playbook is planned for Countertops.

Before your first call on any account

Open [companyname].directestimatepro.com/setters-only and pull these into a sticky note:

• Starting price (full system / AC-only / furnace-only)
• Financing offer (terms, months, rate)
• Partner brand (Trane / Carrier / etc.)
• Company city and address (for the "where are you from?" question)
• Any account-specific notes

Important: quoting the wrong price kills show rate when the tech arrives and has to correct you. Pull from the account page every time — don't guess.

Step 1: Open the call (~5 seconds)

Say:

Hi, good morning. Is this [FIRST NAME]?

…

Hi [NAME], this is [YOU] with [COMPANY], the HVAC company. How are you doing today?

Important: always append "the HVAC company" after the company name. This grounds them in why they're getting the call — they filled out the form, this is the company calling back.

Fagr ends with "man" — that's his personal tic, not a rule. Use what sounds natural for you.

Step 2: Remind them of the form and offer a day (~10 seconds, do not pause)

Say:

You filled out our form [yesterday/earlier] about getting a free estimate for a new HVAC system, right?

…

Yeah, I was just calling to get your free estimate scheduled with one of our technicians. I can send someone over as soon as [NEXT AVAIL DAY], if that works for you.

Important: these two sentences flow as one breath. The gap between them is where homeowners fill with objections. Do not pause.

Step 3: Pick the time (~15–30 seconds)

Say:

What do you prefer, morning or afternoon?

…

Okay, we can do [TIME]. It's going to be like a time window, [TIME] to [TIME + 1hr], okay?

If their first choice doesn't work, never say "no" without immediately offering alternatives:

Unfortunately, we're not available at [X]. We can either do [A] or [B].

Step 4: Get the address and confirm the zip (~15 seconds — this locks them in)

Say:

Okay, and what's the address?

…

And just to confirm, the zip code is [ZIP FROM FORM], right?

Then transition with:

Okay, sweet.

The zip is already on the lead form — the address is not. So you ask for the address, then read the zip back to double-check. Reading it back is a small trust move — it shows you have their info in front of you.

Important: once they say the address, they're mentally booked. This is the commitment point. Get here fast.

Step 5: Ask what they need (~10 seconds — scope of work)

Say:

If you don't mind me asking — are you looking for a full system, just the AC, or just the furnace?

This tells the tech the scope before he arrives. A "full system" quote looks very different from "just AC." Keep it to one question. Don't drill.

Step 6: Ask what they have (~10 seconds — current system context)

Say:

And is it gas or electric?

…

How old is the current system?

Fuel type tells the tech which replacement options to bring (gas furnace, electric heat pump, hybrid). Age tells them if it's a pre-2010 R22 system — which usually means a straightforward replacement conversation.

If the homeowner doesn't know, say:

No worries, our tech will check when he comes out.

Then move on. Never drill.

Step 7: Tell them about the heads-up call (~15 seconds — #1 show-rate tool)

Say:

Our guy is going to give you a heads-up call an hour before stopping by, just to confirm with you and to let you know that they're on the way, okay?

Important: this is the single most important sentence for show rate. Never skip it. It sets expectation, gives a reschedule out (prevents no-shows from feeling trapped), makes the company feel organized, and the word "confirm" reinforces this is a real appointment.

Step 8: End the call warm (~10 seconds)

Say:

All right. Have a great day. We'll see you [specific day].

…

You're welcome. Bye-bye.

Future tense ("we'll see you Wednesday") makes the appointment feel real. Always double "bye-bye" — warm and consistent.

Pushback handlers

Easy calls and hard calls use the same 8 steps. What changes is the middle. When someone pushes back, answer it, then return to the schedule pivot:

So, I can send someone over as soon as [DAY], if that works for you.

Stats from Fagr's 120 calls: 60% booked with no objection at all. 100% of calls with a price objection still booked — the key is how you handle it.

"How much does it cost?" — the 2-round price process

This is the single riskiest objection. 18% of calls. Do NOT skip Round 1.

Round 1 — first time they ask, no number yet. Say:

I'd love to give you a price right now, but HVAC pricing is based entirely on the size of your home and what the system needs — it's impossible for me to give you an accurate quote without our tech seeing it in person. That's exactly why I'm calling to get you the free estimate on the books.

Round 2 — only if they push ("just give me a ballpark"). Say:

Look, I can give you a ballpark just so you're not thrown off guard — but I can't guarantee what the final quote will be. Systems typically run anywhere from $[STARTING PRICE FROM ACCOUNT PAGE] up to around $15k for larger homes or high-efficiency setups. Our tech walks you through exactly what's driving the number when he comes out.

Why refuse first, then concede:

1. Honest refusal signals expertise, not evasion. "Every home is different" is a real reason, not a dodge.
2. Reluctant concession raises trust. The range feels earned, not pitched — same mechanism as car salespeople "going to check with the manager" before discounting. The resistance is the point.
3. The wide range dislodges the ad-price anchor. If they'd balk at $12k, better they find out now than cancel when the tech arrives.

Important: in Round 1, never give a number. In Round 2, always give a range, never a single number.

If after Round 2 they're still stuck on the ad price as a guaranteed total → see "When NOT to book" below.

"Let me check with my wife/husband"

12% of calls. Accommodate — this is a scheduling constraint, not an objection. Push against it and you go adversarial.

Say:

Absolutely. No pressure at all. Would it help if we schedule it for when they're home too? What time does your [spouse] get back?

Or offer:

You can text me on this number with the best time and I'll take it from there.

"I'm busy / out of town"

4% of calls. Don't push back — push the date out.

Say:

Oh, no problem. What day works best for you?

That's it. 2-week vacation? Book the week after they return. Never squeeze them in before they're ready.

"My system is working fine"

4% of calls. Don't argue. Defer to the expert. They filled out the form for a reason even if they're downplaying it now.

Say:

Our guy can take a look and tell you exactly what needs to be done. If it can be fixed, he'll let you know. If it needs replaced, he'll give you estimates for multiple options. The estimate is totally free — no commitment.

"Is this third party / real?"

2% of calls. Direct answer. No defensiveness. Then resume scheduling as if they didn't ask.

Say:

No, no, not third party. The technician coming over is from our company, [COMPANY NAME].

"What brand? / Financing?"

Account-specific. Always pull brand + financing from the account page. Never guess — wrong brand = blown credibility.

Say:

We're partnered with [BRAND FROM ACCOUNT PAGE] so we have special rates. Flexible financing — [TERMS FROM ACCOUNT PAGE]. Our tech will walk you through all the options when they come out.

If they want a brand you don't carry:

If you're looking for something in particular, we can still provide that.

"Where are you from?" (accent / trust)

The homeowner is placing your accent. Play it cool — one sentence, then keep going. Use the company city from the setters-only page. You're "at the office" there, not "from" there. Don't volunteer your country, your real location, or any extra detail.

Say:

I'm here at our office in [CITY FROM ACCOUNT PAGE].

Then return to the schedule pivot.

When NOT to book — disqualify and move on

Your commission is based on SHOWN, non-DQ'd appointments. A booked lead that cancels on the call, refuses the tech at the door, or is fundamentally a bad fit doesn't pay you. Learning to politely say no protects your paycheck and our client relationships.

Both disqualification situations share one test: will this appointment show up as qualified when the tech arrives? If the answer is clearly no, disqualify on the call. You keep your time, the tech keeps his drive, and the client keeps their trust in us.

1. They only want a repair, not a replacement

Signals:

• "My unit just needs a Freon recharge."
• "I just want someone to fix the blower."
• "I'm not replacing it, I just want it looked at."

Say:

Totally understand — we actually focus on system replacements, not repairs. You'd probably save time calling a local repair company so we don't send a tech out for the wrong thing.

Why this protects your paycheck: repair-only leads almost never convert to replacement. The tech DQs the appointment on arrival, it's not billable to the client, and you don't get paid for it either. Letting them go is the right move — and the polite one.

2. They treat the starting price as a guaranteed total

Signals:

• "Your ad says $7,997 — so that's the final price, right?"
• "No hidden fees?"
• "I'll only book if you guarantee it stays at the ad price."

Make ONE attempt first:

That's our starting price for a basic system — the actual quote depends on your home's size and setup. Our tech will show you exactly what's in that starting price and what could add to it.

If they still insist the ad price is a guaranteed total, don't book:

I totally get it. To be straight with you — when our tech comes out, the quote will depend on what your home needs, and I don't want you to feel misled if it's different. It might be best to gather a few quotes first.

Why this protects your paycheck: if they show up expecting $7,997 and the tech quotes $12k, they cancel on the spot or leave a bad review. The appointment gets DQ'd and you don't earn commission on it. Better to disqualify on the call than fight it at the door.

Never do this

• Don't ask "are you the homeowner?" — the form already filtered for it. Sounds like a telemarketer.
• Don't discuss system specs in detail — you're a scheduler, not a technician. Defer to "our guy."
• Don't use pressure or expire-offers — book through speed and convenience, not fear.
• Don't give a specific number in Round 1 of the price question. In Round 2, always give a range, never a single number.
• Don't pause after the form reference (step 2) — the gap is where you lose control.
• Don't skip the heads-up-call line (step 7) — it's the #1 show-rate tool we have.

HVAC basics (60-second reference)

You don't need to be a technician. But if a homeowner says "tonnage," "R22," or "oil-to-gas" and you know what they mean, you sound like you work for a real company. Never diagnose — always defer to the tech.

What an HVAC system is

• HVAC = Heating, Ventilation, Air Conditioning.
• Outdoor unit (condenser) — metal box outside. Handles cooling.
• Indoor unit (air handler / furnace) — basement, attic, or closet. Pushes air through ducts.
• "Replace the system" = both units. "Just the AC" = outdoor unit. "Just the furnace" = indoor unit.
• A heat pump both heats and cools — looks like an AC condenser, runs in both directions.

Tonnage (cooling capacity)

1 ton = 12,000 BTU/hr. Residential systems run 1.5 to 5 tons. Rough rule: 1 ton per 400–600 sq ft.

R22 vs R410A (refrigerant — major pain point)

• R22 (Freon) banned in the U.S. Jan 1, 2020. What's left is recycled: $90–$250/lb, $500–$1,500+ per recharge.
• R410A (Puron) replaced R22 from 2010. Not interchangeable with R22 — whole system replacement required.
• As of 2025, R410A is itself being phased down in favor of R-454B. You don't need the details.

If they say "my system uses R22" or "I need a Freon recharge," that's a pre-2010 system, likely ready to replace. Say:

Yeah, R22 got expensive after they stopped making it in 2020. That's one of the biggest reasons people replace the system — the recharge cost alone is close to what a new unit costs. Our guy can take a look and walk you through the options.

Oil-to-gas conversion (northeast)

Older homes may still have oil furnaces. Conversion to natural gas = cheaper to run, no oil deliveries, no tank. Bigger job than standard replacement. Say:

Yeah, we do oil-to-gas conversions. Our tech can come out, take a look, and give you an estimate for the full conversion.

Don't get into permits or tank removal.

SEER2 and mini-splits

• SEER2 (current since Jan 2023) measures AC efficiency — higher = lower electric bills. Low efficiency: 13.4–14.3. High efficiency: 18+.
• Mini-split (ductless) — wall-mounted, single room/zone, no ductwork. Common for garages, additions, sunrooms. If they mention it, they know what they want.

Brands (no opinions — always confirm with the account page)