Bailey’s Blueprint 

By Lynne Brandon

Building a Thriving HVAC Business Against All Odds

Humble Beginnings

Big dreams often sprout from modest beginnings, a truth Ray Orzechowski and his wife, Julie, embody as co-owners of Bailey’s Comfort Services in Augusta, Georgia. Their entrepreneurial journey unfolded in 2005 when Ray, a seasoned service technician, ventured into establishing his own HVAC business. “My roots are humble,” Ray reflected. “As a service tech, I was immersed in hands-on tasks like pipe fitting, welding, and duct work. Pursuing an HVAC license was a leap into the unknown, yet it proved to be a perfect match. The joy of resolving issues for homeowners and witnessing their immediate relief was immensely gratifying.”

In 2005, Ray embarked on this venture with a truck, a partner, and less than $1,000. Specializing initially in warranty work, they faced considerable challenges. However, perseverance and support from local businesses gradually opened doors to success.

A pivotal moment came when an attorney, recognizing the potential, advanced the filing fee for the business registration. “We were credit-less at that time, and $600 seemed a fortune,” Ray recalled with a smile. “That attorney, whom we later reimbursed, remains our legal advisor to this day.”

Securing a line of credit was another hurdle. It was Ray’s tenth call to a local bank that finally paid off, securing the much-needed financial support. “Life is unpredictable in who steps up to help. It took years of sacrifice and long hours to reach where we are today,” he added.

Bailey's

The Bailey’s Brand

Choosing a name that resonated was crucial for branding. Inspiration struck when Ray, sifting through the local phone book, noticed the prevalence of ‘Bailey’ and recalled their family dog’s name. In an instance, Bailey’s Appliance & Air was born.

Change came in 2013 when Ray bought out his business partner and rebranded the company to Bailey’s Comfort Services. A significant part of this rebranding was the creation of a catchy jingle. “I needed something memorable,” Ray explained. “ After a less-than-ideal first attempt from a musician, I scribbled down my version on a post-it. The process was spontaneous yet thoughtful. I wanted a tune that captured the essence of Bailey’s – friendly, reliable, and approachable.

The jingle, crafted in a moment of inspiration, turned out to be more than just a catchy tune; it became a symbol of dedication to simplicity and the reliability of services. To Ray’s surprise, it was a hit, resonating with both adults and children alike with a simple but fun jingle that is easy to remember. He credits the jingle as playing a pivotal role in elevating their brand recognition. Bailey’s continues to leverage radio, participating in the weekly ‘Augusta Business Review’ radio talk show.

Bailey’s Business Strategy

Initially focusing on warranty work, Ray made a bold move in 2017 by severing ties with home warranty companies. The strategy paid off, and Bailey’s doubled its revenue the following year. “We reinvested every profit back into Bailey’s, transforming it into a multi-million dollar enterprise, growing annually by 30 percent,” Ray stated.

In December 2015, Bailey’s joined the Service Nation Alliance, a decision initially met with financial apprehension but quickly proved beneficial. “The Alliance provided invaluable resources, aiding our growth and covering our membership dues through rebates,” Julie noted. She also emphasizes the importance of her involvement in Service Nation’s women’s advisory board and Women in HVACR.

“Julie’s active involvement in the Service Nation Alliance’s women’s advisory board and Women in HVACR is pivotal,” said Ray. It’s not just about representation; it’s about bringing diverse perspectives and experiences to the forefront of our industry. Her participation ensures that we stay attuned to the unique challenges and opportunities women face in HVACR, fostering an inclusive environment that values different voices and ideas.”

Bailey's Van

The Bailey Difference

Bailey’s stands out with its clear vision and mission statement, a rarity in the trade industry, “Our company culture and core values, are the bedrock of our business philosophy. We believe that integrating these values into our daily operations elevates the quality of our service and strengthens our team’s cohesion. It’s about creating a workplace where integrity, teamwork, and excellence are not just words, but actions we live by every day,” Julie said.

“We recognize employees who embody these values and continuously foster customer satisfaction.”

Their unique approach includes the VIP Club, offering 24-hour service to members, and the Bailey’s Comfort CARES program for assisting those in need. “We empower our technicians to make judgment calls with helping customers,” Ray added, “Whether it is giving a family in need an HVAC system or other piece of equipment at a discount, we try to help those in need. This commitment extends beyond mere business transactions; it’s about building a stronger community. Our involvement in local events and initiatives reflect our dedication to the Augusta area. We understand the profound impact that a comfortable home environment can have, especially for those facing challenging times. By offering discounted services and equipment to families in need, we’re not just repairing HVAC systems; we’re restoring comfort and normalcy to their lives. It’s our way of giving back to the community that has supported us, ensuring that everyone, regardless of their circumstances, has access to essential home comfort.”

Training is the Ticket

The company also prides itself on low staff turnover and a diverse, young team. “Many of our technicians have been with us since high school. We invest heavily in their training, not just in technical skills but also in leadership and interpersonal relations,” Julie explained. “Our investment in training is comprehensive and ongoing. We’re not just investing in training we’re investing in the future of our coworkers. We conduct ride-along’s, on-the-job training, ensuring that our technicians are not just skilled, but also empathetic and customer-focused. We collaborate with specialized training companies to enhance our service technicians’ customer service skills.”

In-house technical service classes keep the Bailey team up-to-date with the latest industry advancements. The office staff receives extensive training in customer service, including the entire staff, equipping them with Service Titan skills for operational efficiency. Safety training is conducted companywide. “Training never ends – even for our warehouse staff it is a priority,” stated Ray. “We believe that an empowered team is the key to delivering exceptional service.”

Bailey Techs

Pick a Lane

Bailey’s specializes in residential repair and replacement services. “We chose to excel in a specific area rather than spreading ourselves too thin,” Ray explained.

The team has grown to 30 members, including various specialists and a general manager, all committed to staying at the forefront of technology. “I have great leadership and an overall exceptional group of employees. This team and our culture is what make us what we are now.”

Bailey’s believes technology and trained techs need to co-exist. “We’re exploring AI integration to enhance our services, believing it complements rather than replaces skilled workers. Technology is making business easier, it is alleviating stacks of paper” Ray added.

Bailey Warehouse

Parting Advice

Mentorship has been a cornerstone of Bailey’s success. Ray credits mentors like Ben Stark with Go Time Success Group, and Chris Hunter, his advisory board mentor at Service Nation, and many others (some that don’t even know the impact that they have made in their business). “Dave Squires with Online-Access always keeps us in touch with cutting edge technology and tools that allow us to deliver perfect content to our customers,” Ray stated.

“I’ve heard Trey McWilliams with McWilliams & Sons say 100 times, ‘iron sharpens iron,’ and it’s true. You’re always learning something that makes you sharper and makes you better. There are so many other people who helped me along the way. I can’t thank them enough for all for their invaluable guidance – they go out of their way to help everyone in the industry. I can’t get enough advice from these guys and they have become more than mentors – they are close friends that go the extra mile.

He added, “I still remember the first time I spoke with Ben years ago about advertising. He advised focusing on our strengths, that there is ample work for all, and that the primary task is to continually enhance your business.” So, we do what we do, and like Chris Hunter says, “do it better than anyone else,” Ray concluded. “And, I have to mention my wife Julie who is the guiding star for me, and our business. I bounce every idea off her. She keeps the train on the tracks.”

Bailey Team

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Southern PHC February March 2024 print edition

This article originally appeared in the February / March 2024 issue of Southern PHC print edition. To view this and other issues online, visit the DIGITAL ISSUES PAGE.

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