If you’ve ever wondered how to transform your HVAC business from a scramble-for-techs crisis into a thriving, tech-friendly powerhouse, you won’t want to miss ServiceTrade Founder Billy Marshall’s eye-opening insights on the ACHR NEWS Newsmakers podcast. Listen in to discover how smart use of technology, strategic customer selection, and a fresh perspective on technician productivity can revolutionize your operations. 

Billy joined Kyle Gargaro, host of Newsmakers, to discuss one of the most pressing issues in the mechanical services industry: attracting and retaining skilled technicians. 

With commercial HVAC projected to grow to a $15.7 billion market by 2029, companies need an 8% increase in workforce just to keep pace. According to Billy, the key lies not only in recruiting new talent but in maximizing productivity for the technicians you already have. The lively discussion delves into dealing with the skilled labor shortage, trends like artificial intelligence (AI), the culture differences between older workers and new entrants to the field, and how software can bridge the gaps and ease the challenges in the industry.  

AI in Commercial Service
A particularly intriguing idea Billy and Kyle discussed is leveraging AI. Billy points out how AI can transcribe voice notes, turning a technician’s spoken observations into written reports, which can then be published for customers and service records automatically. He also sees AI finally unlocking the promise of the Internet of Things (IoT). Instead of drowning in data and false alarms, AI can sift through years of device history, spot genuine failure patterns, and recommend preventive replacements. This means fewer emergency calls and a shift toward higher-value, planned work.

The Culture Gap: Old School vs New School Techs

The conversation also dives into why company culture must shift to accommodate both veteran and next-generation techs. Despite the stereotype that older workers dislike technology, Billy says office staff are often more resistant to change; technicians adapt quickly to new tools that make their jobs easier. Meanwhile, younger techs expect modern software, efficient scheduling, and minimal chaos in their day — or they’ll look elsewhere.

Productivity Metrics: Reaching $600k Per Tech Per Year

Billy also urges contractors to measure meaningful productivity metrics. He cites how top mechanical contractors can achieve $600,000 in annual billings per technician, partly by streamlining unproductive tasks. Tying technician pay hours to revenue directly highlights whether the team is focusing on billable, high-value activity instead of admin overhead or endless emergency service. That structured approach not only aids retention — by giving techs fulfilling, well-planned work — but also frees up time and resources to invest in better equipment, better service, and higher margins.

Unlocking Success with Commercial Service Management Software

Billy’s background — including stints at IBM and as an early executive at Red Hat — shaped his approach to solving contractors’ everyday challenges. ServiceTrade’s platform helps mechanical, HVACR, and fire and life safety contractors streamline workflows and document services digitally. This reduces the work that bogs techs down, like filling out repetitive paperwork or dealing with inefficient scheduling. Billy explains that by letting someone else handle administrative and planning tasks, technicians can focus on what they do best: keeping equipment running at its best. 

Why Listen

If you’re ready to rethink how you manage technicians, reduce emergencies, and harness AI’s true potential, Billy’s experience-driven perspective will give you a roadmap for turning the “people problem” into a growth opportunity. 
Give 20 minutes to this episode of TheNewsmakers podcast here to hear the entire conversation.