How Air Doctors Stopped Leaving Money on the Table with Service Fusion

What’s the #1 mistake service businesses make? Underpricing.  

According to Brynn Cooksey, ACHR News Top 40 Under 40, Forbes Energy Contributor, Certified IREC Master Trainer, and a 5-year Service Fusion Pro customer, most contractors are incredible technicians, but when they step into the owner role, many don’t know how to price for profit or present themselves professionally to customers. 

Brynn has trained over 10,000 technicians and contractors across the country, and he sees the same rookie mistakes everywhere—mistakes he admits he once made, too. That’s why he not only runs his own business on Service Fusion but also advocates for it. Here’s why. 

Products used:   

Pro Plan | Custom Docs | Job Costing | Flat Rate Pricing | Recurring Invoices 

Total # of Jobs: 19K  

Number of Staff: 20 

Revenue Growth: 6x in 3 years  

Great Technicians, Struggling Business Operators 

Pricing Smarter with Flat Rate Pricing & Job Costing  

“I think when an owner steps out to start their business, they’re usually really great technicians and maybe not skilled business people at first,” Brynn explains. So what do new business owners do? They look at competitor pricing and copy it. The pattern is common. New contractors match what competitors charge and don’t calculate their actual costs. They stay busy, but they’re not profitable. By the time they realize they’ve been underpricing, they’ve already lost thousands. 

“Job costing means based on the tools and materials for this project, did we do a good job? Did we make our net profit or not? We’ll take this information and compare it to what our actual KPIs were, break down exactly how long the tech was there, what materials they used. That’s how we ensure that we hit that profitability.” 

Air Doctors uses Service Fusion’s Flat Rate Pricing feature to give customers clear, upfront pricing through a built-out price book. Each job comes with a flat-rate cost before work begins so there are no surprises.  

Brynn also explains how flat rate pricing connects with Job Costing. Once a job is complete, his team reviews materials, labor, and time to confirm whether they met their profit goals. The data from job costing then feeds back into the price book, helping them fine-tune pricing so future jobs stay competitive and consistently hit target margins. 

Looking Professional with Custom Documents 

Another mistake many contractors make is missing the chance to showcase their professionalism. Brynn uses Service Fusion’s custom documents feature to ensure every customer-facing touchpoint looks polished and trustworthy. The Custom Documents functionality lets office managers customize 3 types of documents: 

1. Custom Estimates: Send consistent, branded estimates with tailored layouts and good/better/best options. Reduce back-and-forth and close jobs faster 

2. Custom Jobs/Work Orders: Not all jobs are the same. Personalize any job by adding custom fields to capture critical details your crew needs. Create reusable templates for common services so you don’t have to start from scratch every time 

3. Custom Invoices: Email or text customers a job summary and their invoice. This is where Air Doctors maximizes value with custom documents. Every invoice they send automatically includes: 

• QR codes linking to their website for additional maintenance and service agreements 

• Professional terms and conditions that set clear expectations 

• Branded design that differentiates them from competitors 

“For custom documents, I love this feature. When we send out invoices to our customers, we have some marketing embedded into the email. We also have the ability to put transparent terms and conditions within our invoices, so that customers understand what their warranty is.” 

The Secret to Doing It All 

Brynn runs Air Doctors, operates HVAC U training programs, contributes to Forbes, and trains 10,000+ technicians. So how does he keep it all together? 

“Some people think I have a clone or twin,” he laughs. “I use a series of tools that help keep me organized. I have software programs to help me do work faster. And I got amazing staff that help take care of day-to-day stuff so I can focus on the big picture.” 

Service Fusion is central to that system. By giving his team the structure they need, Brynn is free to focus on growth and keep raising standards across the industry. Air Doctors didn’t stop at job costing and custom documents. As a Pro Plan user, they have access to multiple features that separate growing businesses from stagnant ones such as:  

• eSign Documents: Close deals faster without chasing signatures. 

• Customer Web Portal: 24/7 customer access to service history, preferences, and scheduling. 

• Progress Billing & Recurring Invoicing: Automate service agreements and large project billing. 

• Integrated Voice & Texts: Send ‘On the way’ reminder calls and text messages  

When you’re scaling to multiple employees, these aren’t nice-to-haves, they’re essential to operating like a professional organization. Get a personalized demo.  

Explore Air Doctors to see Brynn’s HVAC team in action, and visit HVAC U to see how he’s helping train the next generation of contractors to elevate the trades. 

^{Disclaimer: The information presented in this case study was collected through research interviews with participants who received a $100 gift card as compensation for their time and participation.}