Editor Tom Perić sat down with Maynor Gutierrez, owner of Ontario, California-based Macawsome Heating & Cooling, one of our Tops In Trucks Design Contest winners. The two discussed the impact of rebranding, how Macawsome chose their branding theme and the challenges of running a family operation.  

1.     What is something you do that annoys your wife?

When I throw Byanka’s coffee away before she “finishes,” even though it’s been four hours. I drink my coffee in less than 15 minutes.

2.     What is something you thought you would have but haven't yet?

A boat to go fishing. I love to fish, and I'm working on getting the boat. Fishing is a great way to unwind from business.

3.     What is a ridiculous thing you're afraid of?

I'm afraid of cats. When I was a kid, running along the beach, a cat jumped on my back and scratched me. So, I'm always careful around cats. I am also ridiculously terrified of rodents. I know many people are too, but in my line of work, I come across it a lot more than I would like to.

4.      What is the last thing you Googled for fun?

Fishing dates. We love to go deep sea fishing. Sometimes, I look up jokes about air conditioning. It's a nice way to relax, and sometimes I share them with customers. For example, "Why did the air conditioner apply for a job? It wanted to be a cool employee!"

5.      What are three things you have to do every day?

I make coffee first thing, then I check emails to find out what's urgent, and then I line up the team and send them to their jobs.

6.      How did you get started in the HVACR business?

I was 19 years old working in a warehouse, I looked around and thought to myself, “I need to get into a profession so I can provide for my future wife and kids.” I went to work for a contracting company that did new construction. I started as a helper, and within three months, I became a team leader. To round out my training, I attended HVAC classes  every Saturday for one year. This helped to round out my practical experience with the educational parts. After a year of classes, I got my contractor license.

7.      What made you decide to rebrand your company?

I wanted to present a professional look so that potential customers in my service area would notice me. If they saw one of my trucks, I wanted to make it easy for them to find or contact me. I also knew that if potential customers kept seeing my trucks, the message would be that we were working with a lot of people in the community. That repeated exposure is a powerful message.

8.     Who made the decision, and how did you finally decide to go forward with the change?

Both my wife and I made the final decision to move forward with the rebranding. We found a creative agency and after meeting with them we had faith they could help us execute our plan. They listened carefully to what we had in mind, and we went through several drafts of different options and finally settled on what we have today.

9.     How did you decide on the style and look?

I wanted to use elements from my Central American heritage. I'm originally from Honduras, and the Macaw is the national bird of Honduras. I wanted the palm trees to represent California, where we live. I thought the combination of the two gave a pleasant feeling of how people think of relaxation and comfort in warmer climates.  As we say on our trucks, "Paradise in every room!"

10. What did this new look cost, and how many vehicles did you change?

Total rebranding cost about $60,000 to $70,000 for our four trucks and a Prius.

11. Was the return on investment for the branding effort worth the cost?

Yes, it paid off by attracting new customers directly and increasing the professional look that my wife and I were searching for. There's always hesitation about whether you should move forward. We both realized that if we were really going to grow as a business, we had to take the risk. It paid off big time.

12. What do your employees think about the new look?

They love it and feel proud to be part of the company. It gives them a stronger sense of identity working for the company. Customers seem to like it also because it stands out in a pleasant way. Also, when you have a uniform on, customers automatically know who you are and are comfortable when you enter their home.

13. Would you change anything about the rebranding effort if you had to do it all over again?

I would have started sooner. Starting sooner would have increased our growth, but you can't look back. For us, we’re glad we started when we did, and it’s worked out really well for us.

14. If you had to give advice to another contractor about rebranding their fleet, what would you tell them?

I would tell a fellow contractor that it's worth investing in a good rebranding effort as soon as you can. It will increase business and pay for itself, which I believe is a terrific return on investment.  Plus, with a rebranding effort, you'll look more professional.

15. Is there an aspect of the business you enjoy managing but should delegate?

I enjoy being in the field and with customers, but know that I need to spend more time in the office. Being in the field gives me a close-up look at what customers think and what they say. I like that.

16. In which areas of management do you excel and why?

Customer service. It's simple in a way. Find out what they want and give it to them. Be pleasant with them, and be considerate. I understand a basic rule. The real customer is one that stays with you. That's what I'm after. In my perfect world, my customer never leaves me.

17. If you started your business all over again, what's the one thing you would change?

I would not work with home insurance companies and focus on reaching customers directly. They provided steady jobs at first, but the low pay limited my earnings. I got too comfortable relying on them instead of seeking direct customers. By focusing on direct customers from the start, I could have charged market rates, had more control, and grown my business more effectively.

18. Who is your business hero?

My mom taught us from a young age that the key to a business is knowing how to manage it. And, I would also add Tommy Mello, a home service expert. He advises mastering one business entirely before starting another.

19. Who do you rely on for advice?

My friend Adel, who has a plumbing company, and Stephanie, who has an air conditioning company. We trust each other and have honest, open conversations about the business.

20. Give us three words that best describe you.

Positive, persistent, forward-looking.