Editor Tom Peric recently chatted with Michaela Pollard, Co-Owner of Kings Heating, Air, & Electric in Lynnwood, Washington. The two discussed being a winner of the 2024 Tops in Trucks Fleet Design Contest, challenges women face in business, providing quality service to customers, and  operating a third generation family business.  

1.    How did you get started in the HVAC industry?

My grandfather started the business in 1973 as Pollard Heating. My pops started working for him when he was 12. In 1993, my parents bought the business from my grandfather and renamed it to Kings Heating. I worked at Kings through high school, cleaning the office. I started working for Kings full time in 2015. It’s been one of the best decisions I’ve ever made.

2.    Why did you choose the name Kings? 

I’m the third generation in my family business. My pops named our company Kings Heating because all his nieces and nephews called him Uncle King, and a quarter would magically appear from behind their ear.

3.    In 20 words or less, can you describe your company?

We are your trusted family HVAC business; reliable, experienced, and dedicated to keeping homes comfortable year-round. Quality service with a personal touch.

4.    Other than finding employees, what is your most immediate challenge?

In the first quarter of 2024, it was tough keeping our install department busy as many folks were holding onto their cash due to the change in our economy. 

5.    How are you addressing that?

We made a business decision to increase our advertising and marketing budget. We started advertising on TV, which has made a huge difference in our incoming calls and sales leads. It was a scary decision to spend more when the cash flow was lower than normal. In the end, it worked out for the best, and we couldn’t be happier with our decision.

6.    Was entering our Tops In Trucks Fleet Design Contest part of your strategic marketing plan?

It was not part of any plan. I thought “why the heck not” and here we are!

7.    What was the tripwire that finally made you decide to rebrand your seven trucks?

Our parents had the same logo for over 40 years. Our trucks were white with red and blue lettering. We decided it was time to spice up our brand and attract more eyes when they were on the road. 

8.    How deeply involved were you and your brother in the design?

Josh and I were deeply involved with the design. We wrote about our life story, our family’s legacy and about the type of people we are. This set the background for the design. We think this design is different, bold and exciting.

9.    What was your reaction and that of your employees when they realized Kings was one of our contest winners?

It was exciting! The employees were told at our weekly company meeting, and they literally cheered with excitement. We went on to celebrate that weekend off with good vibes and good fortune for this amazing opportunity. It was a memorable moment here at Kings.

10.    What was the message you wanted to convey with the logo, design, and the colors?

To convey top-tier workmanship, quality equipment, excellent customer service, treating every customer like royalty and bringing comfort to their castle.

11.     Did you track the cost and ROI?

To date, the cost is just over $65k. We expect to spend more as we aren’t completely finished rebranding everything. It was 100% worth it in terms of ROI. We’ve already seen a tremendous increase in calls. This by far was one of the best business decisions my brother and I have made at Kings.

12.     Is there anything you would do differently?

I’m not a big believer in dwelling on the past. The only thing I can say is I wish we initiated the rebranding sooner.

13.    If you had to advise other contractors who are thinking about rebranding, what would you tell them?

DO IT! JUST DO IT! And think really hard about it. Don’t listen to what others think is “cool.” Do what feels right in your heart and soul. 

14.     As a woman owner, what unusual challenges have you faced in this male- dominated industry?

Maintaining a happy, positive attitude when men are “mansplaining” things to me that I’m already educated on.

15.    Do you think that your leadership style is different from men? If so, how? 

My leadership style is more centered on being a teammate rather than a boss. I want to assure my team knows that I’m always there for them to find a solution to any problem in order to keep all customers happy and in their personal lives as well.

16.     Are people surprised when they discover a woman is the decision maker in an HVACR firm?

Older generations seem surprised. As you may expect, younger generations are not. As years progress, it will be less and less surprising to see woman in typical male- dominated industries. I think the most important question is why aren’t more women dominating in the trades?

17.    When you talk to young people about the industry, what reasons do you give for joining the industry?

First, it’s a great industry to be in. In Washington state, we’re moving toward electrification. This is creating plenty of work for all the heat pump installations, and honestly it’s just getting started. You can live a very comfortable life in the HVAC industry, and there’s plenty of opportunities for growth.

18.     Are there still supply chain issues?

We’ve been quite fortunate not to have this issue  since 2021, when manufacturers were playing catch-up because of COVID. When we experienced 112 degree weather during the summer of 2021, we needed 20 AC units. My father had a connection in Texas. He flew down to Texas, rented a semi-truck and drove all those units back to our shop here in Washington to ensure our customers received their AC units. 

19.    What are you forecasting for 2024?

The first half of 2024 has been excellent compared with last year, which was a bit of a struggle. After looking at our most recent numbers, we are expecting to have one of our best years yet!

20.    You’re a Tops in Trucks Fleet Design Contest Winner, so what’s the next challenge?

This was such an honor to receive this award. The next challenge is finding the next community program to get involved with to help families during this tough economy get more efficient heating and cooling systems in their homes. We are here to help our local communities stay comfortable all year round. We’re a family business who cares. We will always be here to do that and we’ll always strive for greatness.