President Message2018-02-02T20:06:46-05:00

President Message

“Nothing is above Trust & Respect”

Fred Zolfaghari - President

If you are looking to hire a reliable Toronto HVAC Contractor, I strongly encourage you to take a few minutes of your time so that you will never again be misled by various insincere strategic marketing tactics exploited by some Heating and Cooling Companies, specifically in and around the Greater Toronto Area. It is certainly worth your time…

         Without a doubt, advertisement and the attempt to sell your skills and services is a must for any business to survive. However, I firmly believe that where an established corporation is truly developed on mutual trust, respect and integrity, there is essentially not much sense in merely adverting your services. In other words, the establishment of mutual trust is only possible through an experience, as opposed to being exposed to rather empty promises.

After more than 30 years of practice in the Heating and Cooling industry, I have seen it all and some of these empty promises are, in fact, on the rise as the market looks to have reached a saturated level. Today, because of such excessive level of competition in the Toronto Heating and Air Conditioning market, companies are doing literally everything from cash back promises to thousands of dollars in factory rebates and 100% satisfaction guarantees, etc. just to grab your attention.

Believe me when I say that many of such claims are actually to your disadvantage and if you pay close attention, putting two and two together, you, too, would come to agree with me. In fact, some of these advertisements are so appealing, that they would only be possible if the HVAC company ends up paying the customer out of its own pocket and ruin any likelihood of its survival. Sometimes you have really got to stop and think;  if it sounds too good to be true – chances are, it is!

Before I continue, I should make a note that I do not believe in selling one’s skills by making critical remarks of competing parties. This message is only intended to make you aware of some rather deceitful and empty promises, some companies in the furnace and air conditioning business seem to offer, with which they can underhandedly get away. And in such an unfortunate case, it is not too difficult for the principle owner of this business to survive in an industry, where an average household experiences few encounters with HVAC companies – especially when some of these companies are known to have changed their legal business names more than a few times.

You would be surprised how many small Toronto Heating and Cooling businesses I have come across, who have sold a significant number of 10-year-labour warranties to their customers and by simply altering the title of the company (to something very similar I might add) have simply ended any obligations to these clients. Legally, there is absolutely nothing that can be done with this regard and the company gets away with it. You would certainly not want to feel cheated!

For instance, I have been witness to scenarios where a Heating and Cooling business named ‘X Heating and Cooling Ltd.’, per say, later modifying the business name to ‘X Cooling and Heating Ltd.’ having the very same contact information, as well as, management. Obviously the similar name modification is only intended on the account of all of the previously executed advertisements, and sadly no legal action can be taken with respect to honouring their previous commitments.

For you to recognize in which Toronto HVAC company you should confide, I will share my hard-earned expertise in order to make you aware of a few of the misleading tactics that a number of practicing Heating and Cooling contractor companies may make use of to close a deal with you. So next time you come across an advertisement or run into an HVAC sales representative, hopefully you can apply these tips to decide on whom you can rely.  First, do your homework, research the company you may have in mind and answer the following:

Nowadays, with many quick money-making scams in every business, it is always recommended by authorities to deal with businesses that are accredited members of the Better Business Bureau, so that the company would have a transparent record of interactions with previous clients. This is especially recommended when dealing with contractors. In fact, being a BBB member, brings about a unique sense of responsibility for the company to try and put its best foot forward in all endeavors.

It is a reasonable and definitely a good deal to be offered a free programmable thermostat or a discounted humidifier install for instance, with the installation of an air conditioner or a furnace system. However, the promise of a “complimentary” A/C with the installation of a heating system, or being offered $1,000 for your old furnace, etc. is a sign you are going to be paying, in fact, more! You could be sure of this by calling the company in advance to request for a ballpark quote after the complete installation! A countless number of these irrational heating and cooling offers provided on flyers, web sites, etc. are merely an approach for the sales representatives to enter your residence and mislead you into purchasing products and services for which you will be obligated to pay much more after the installation is complete.

Try and keep an eye out for false claims. Below, are two of these examples that I have personally encountered:

a. Saving $500 on your gas bill annually, by replacing your hot water tank with a tankless model

This statement has no logic behind it and is only an eye-catching marketing strategy overly exaggerating the benefits of tankless water heaters. An average household’s annual gas consumption for heating water using a conventional hot water tank could hardly exceed $400. How could one then save $500, if one currently doesn’t pay more than $400? Please visit the Tankless Water Heaters reviews under the tips section to discover why replacing your hot water tank with a tankless unit may not be a smart investment, afterall.

b. “120% efficient furnaces”

It was perhaps one of the very first concepts concerning scientific laws of nature: Energy is neither created nor destroyed – the Law of Conservation of Energy – it can only be transformed into one state from another. Referring to such a thing as a 120% efficiency furnace, implies that for every dollar paid towards heating your home, another 20 cents worth of energy magically appears. This is perhaps even more outrageous than the previous statement.

First of all, be positive that this claim is clearly outlined in your contract and with absolutely no strings attached. Second, make all or at least a considerable percentage of the payment after the job is done. If a company is confident enough to guarantee 100% of your satisfaction, it should have no problem receiving your payment after completion.

It is a necessity for a credible heating and air conditioning business to have an administrative office, a showroom and a warehouse to appropriately function and serve its new and existing clientele. If you wish to make a deal with a reliable firm, do a background-research to learn more about the company. I have known a few “companies”, who provide location information of that of the owner’s residence. When you are paying thousands of dollars to replace or newly install an equipment in your home, would you not rather giving your business to a contractor that has established a proper work environment and does not try to maximize profit by eliminating vital overhead costs?

I am certain that in a few of the ads or sites with which you have come across, you have been provided numerous phone numbers in the north, south, east and west of GTA. Certainly not in all, but in some cases, if you simply take the time to make a call to each of the presented numbers, you will realize the same person will answer all calls.  In fact, you would be startled when I disclose to you that the person answering the call is likely the only person running and working in the “company”. This is obviously done to be noticed as a pro-longed and developed business, to make a quick buck. So again, please do try to take the time to do some background-research and do not be fooled!

I have known of company owners who employ unlicensed technicians to avoid the obligation of paying higher salaries and to ultimately maximize the business profits. Always request for a licensed technician and be sure to check his licence and check to see whether he has legitimately tagged the equipment you have purchased.

In some cases, this may be more than a sincere promotion. Most of such proposals are to force you into purchasing much more expensive services. I have heard a countless number of stories where the technician enters your residence, magnifies and over exaggerates or even completely fabricates a false issue, leading you to believe your furnace or air conditioner needs to be replaced and ultimately charges you a relatively high price. Imagine this scenario happen in the midst of a very cold winter day, when you are told by a maintenance technician that your furnace heat exchanger is cracked, who further shuts down your gas and leads you to believe that you are exposed to danger and that you need a new furnace system to avoid any hazard. Unfortunately, our cold Canadian winters or even our humid summer season makes it difficult for most consumers to get a number of other professional opinions and perform a thorough ‘shopping around’ and these scare tactics are unfortunately sometimes used to make a quick buck. You can check out this article published by the Better Business Bureau: Don’t Get Burned by Furnace Fraud

In order to make an informed decision in selecting the right heating and cooling firm for YOU, my recommendation is to shop around, obtain at least 3 valid free in-home estimates, and sign a contract with a company that along with a suitable and reasonable final quote,

  • would be able to offer you legitimate referrals,
  • has a genuine work environment,
  • has a business insurance and is WSIB insured, so that in case of any damage to your property or any injuries is able to make compensations, (make note in the gas business, such damages can be quite severe)
  • is registered with or is a member of such organizations as TSSA (Technical Standards and Safety Authority) and HRAI (the Heating, Refrigeration and Air Conditioning Institute of Canada),
  • is a member of BBB (Better Business Bureaus) to render its past interactions with its previous customers (And be aware that BBB always tries to take sides with consumers)

In the end, I would like to make note that this article, in no way, aims to suggest that there are no honest heating and air conditioning administrations. Nor is the message to stereotype and to obtain an overall negative outlook on every single furnace and air conditioning contractor. The true purpose of this – somewhat long – note is to share some truly hard-earned experience in order to better equip you with knowledge and expertise to be able to think critically and ultimately facilitate you in choosing the suitable company for YOU – not to mention recognizing a company that tries and makes a genuine effort on a day-to-day basis to ‘walk the walk’ rather than ‘talking the talk’…

Wishing you the very best in all of your endeavors,

Yours sincerely,

Fred Zolfaghari


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