These Santa Rosa HVAC Contractors Asked: "What if you could make a major home purchase with zero risk involved?"


It’s 6:30 a.m. in Northern Santa Rosa. The sun is hardly flickering over the Mayacamas Mountains, but anyone within an earshot of Jonathan Wintersteller is wide awake. The scene is not unlike what you might witness before prime-time kickoff, when the boisterous team leader gathers his unit together, unleashing a warrior-like motivational rant inspiring teammates to drive over the quarterback like a Mack Truck. But this isn’t a sport. And it’s not inside an arena of screaming fans. It’s a local HVAC contractor. The venue is a parking lot, and they’re getting fired up to drive box trucks to local residences to perform diagnostics, replacement and installation projects for home comfort systems or plumbing issues.

“You look at our company and it’s filled with abundance of enthusiasm,” said Wintersteller. “And we have always hired for that.”

The motivational morning routine for Moore Home Services is status quo. They might exchange a few early-day pleasantries — and light off a few firecrackers for good measure. Then it’s home service prime-time.

Humble Beginnings in Santa Rosa


The big question former owners Curtis Moore and Jon Diamond needed to answer was how to gain market share in a commoditized industry – every home needs HVAC – and do it in a way that’s sustainable. The two mapped out their business plan in 2009, on a napkin over lunch at “Beyond The Glory” in Petaluma. “Just like the movies,” laughed Diamond. What began Moore HVAC About Us as a rough-sketched Hollywood HVAC script transformed into a massive success – on real paper – in short order. “Employees with the talent to repair and close a sale when appropriate are customary,” said Wintersteller. “But more important to us is the ability to educate and empathize with their customer base. Not every HVAC technician is capable of that.” While many companies take decades to establish a regional footprint, Moore rolls with a fleet of more than 50 trucks and 100 employees, and did it in less than 10 years. “The two hardest things to evaluate are smarts and heart,” said Diamond. “You can’t just hire anyone, bring them into a typical workplace culture, and expect to provide customer-focused service consistently.”

A Different Way Of Doing Things


The approach works in conjunction with a business model most HVAC contractors would consider backward. The company values in-home estimates first, earning the trust of new homeowners or families already needing a new unit. If a simple repair is what’s best for the customer, it’s what’s best for the company. “It’s changed the dynamic of the contractor and the client,” said Moore, who noted that his team members have even talked potential customers off the ledge of purchasing a new unit when one isn’t necessary. Many HVAC contractors utilize emergency repairs and tune-ups as a springboard to upsell a new unit – often to uneducated and desperate homeowners that might not need one. “It’s something I’ve never seen before,” said Diamond. “All of a sudden, we’re on the same side of the table. We have the same objectives and the same goals.” It’s the biggest reason Moore has turned into a home contractor powerhouse. Its revenue in 2017 was $22.7 million – a 632% five-year growth spurt from $3.1 million in 2013. One that, according to Moore and Diamond, isn’t slowing down. Likewise, it is only one of two companies in Santa Rosa area to appear on the prestigious Inc. 5000 list in 2018, and only one of three in all of the North Bay in the Inc. 5000 Hall of Fame, an honor bestowed upon companies with five or more years on the list. “It’s allowed us to open up to the community,” said Diamond of Moore, Moore which was also recently named one of North Bay Business Journal’s” Top 100 Places to Work”. “We’re a service business. We’re in this for relationships in the long haul. We want to build a legacy with our customers and provide opportunity for our people.”

Expansion to Sacramento


In winter 2018, that opportunity expanded to the Sacramento Metropolitan Area when Moore acquired McDonald PHAC, a family-owned home service company with more than 60 years of experience in plumbing, heating and cooling. “Our company values internally reflect the work we do inside people’s homes each and every day,” said Wintersteller. “We’re beyond excited to expand our service offerings to plumbing, while continuing our vision in a great area such as Sacramento.”


The Moore Worry-Free Guarantee

Moore gives a full one-year trial on your new HVAC unit.

If you are not completely satisfied with the results, Moore Home Services will write you a check for every penny that you spent on your purchase and remove the unit at no cost to you. That’s how certain we are that you’ll be satisfied. Moore’s Diamond Certified service technicians are dedicated to making your living environment more comfortable and energy-efficient by offering education and expertise in all aspects of total home comfort. Moore serves Sonoma, Marin, Napa and Solano, Santa Rosa, Healdsburg and the North Bay area, along with parts of Contra Costa and most of the Sacramento Metropolitan Area, with the highest quality, energy-efficient heating and air conditioning systems in the industry, as well as an unmatched level of knowledge and execution in plumbing services and indoor air quality packages. We partner with you to design a system that offers customized, cost-effective solutions to improve the comfort of your home. As a local, family-owned company backed by more than 100 years of HVAC leadership experience, we service ALL makes and models, and offer a 12-month satisfaction guarantee with a lifetime guarantee on workmanship. Moore has won multiple Angie’s List Super Service Awards for its commitment to excellence. As always, our promise to YOU is that all of our services are 100% right…or 100% free™!