Summit Heat & Air case study:
Tulsa HVAC calls up 127% with SEO.

The starting point: a $1M B2B company breaking into retail

Summit did just over $1M in 2025, mostly from B2B work. To grow with homeowners, it had to win Google in a Tulsa market dominated by large, established HVAC companies.

Logan Haskett went to HVAC school outside Tulsa, worked as a technician, then built a real estate portfolio, flipping around 20 houses a year. Starting an HVAC company was vertical integration. "So 2025 we did just over a million. Our best form of marketing right now honestly is B2B, like word of mouth. And then in a close second would be SEO" (4:36).

The B2B side is strong. Summit works with property management companies, home flippers and builders, including the largest property management company in Oklahoma, which owns 3,000 units in Tulsa alone. Logan puts that account at about $350K of revenue in a year (5:28). But the bigger long-term opportunity is homeowners who search Google when their system fails.

That's a hard market to break into. "Even your SEO team has pointed out, we have a lot of competition here … we have some big boys here. And so for us to break into retail, that's where we're really stepping up our marketing game this year" (11:46).

There was a trust problem too. When Logan first spoke with Stryker, he hired another provider because it already ran his website and was the easy button. "I don't know anything about SEO … I think most of it's a scam industry" (3:30). He switched to Stryker after that.

The strategy: build rankings in winter, cash them in summer

Stryker optimized Summit's Google Business Profile, published new local SEO pages on its website, built its rating and reviews, and reported every change. All of it was timed so rankings would be in place before the summer AC peak.

1. Google Business Profile optimization

In the map pack, the profile is the storefront. We tuned Summit's categories, services, service area and business details so Google clearly connects it to searches like "HVAC contractor tulsa," "AC repair" and "furnace repair." The full method is in our HVAC Google Business Profile guide.

2. New SEO pages, published and shared with the owner

Map rankings depend on the website as well as the profile. We built and published service and local pages on Summit's site so each core service and area has a page that backs up the profile. Logan saw each one as it went live: "They tell me exactly when they post pages. They post links to it, all that good stuff" (4:03). That kind of SEO work is covered in our HVAC SEO services.

3. Rating and reviews

Reviews are a ranking factor and the first thing a homeowner reads. "Our leads are really picking up. And not only that, but our rating is just really picking up," Logan says (4:03). Our best-performing clients are getting 25 new reviews per month, and steady review flow is a core part of every HVAC plan we run.

4. Timing for the season

HVAC demand is seasonal, and SEO takes time to build. The plan was to do the work in the slow months. "I don't really care about getting leads from SEO right now. It's the winter. It's slow time … But come the summertime and we're ranked how we're ranked right now, we're going to have a massive summer" (4:18).

5. Grid tracking in a big metro

Tulsa is a big, crowded market, so one "rank" number would hide most of the picture. We track a ranking grid for "HVAC contractor tulsa" across the metro so Logan can see where Summit wins and where the next gains are. More on that in our HVAC Google Maps SEO guide.

Timeline: off-season work, summer payoff

Calls held steady through spring 2026, then roughly doubled in July and August when AC season hit and the rankings were already in place.

Results: more than double last year's calls

268 calls from Google in five months, up 127.1% year over year, and 57% of the Tulsa grid in the top 3 for "HVAC contractor tulsa."

• Calls: 268 from Google Business Profile, April to August 2026.
• Growth: +127.1% compared with April to August 2025.
• Peak months: 76 calls in July and 82 in August, about double the spring months.
• Map coverage: 57% of the grid in Google's top 3 for "HVAC contractor tulsa."
• Standing: the fastest-growing HVAC company in Tulsa.

57% might sound modest next to small-town results, but Tulsa is a large metro with established competitors. Holding the top 3 across more than half of it for the main HVAC contractor search is a strong position, and it leaves clear room to grow. The ranking grid section of our Maps guide explains why a grid should be judged against your own market.

Results shown reflect individual client outcomes and are not guaranteed. Performance varies by market, competition and other factors.

In Logan's words

▶ Watch: How Logan Haskett Scaled His HVAC Business to $1M/Year (Stryker Digital Case Study)

▶ Watch: How Logan Haskett Built a $1M HVAC Business in One Year

In the longer interview, Logan explains how Summit built its B2B base and how it plans to grow into retail. He also shares an off-season idea we discussed: Summit is a contractor for PSO, Tulsa's electric utility, and can earn a rebate of about $60 per thermostat. It ordered 500 custom thermostat nameplates with its details, so the homeowner sees Summit's name on the first thing they check when the AC goes out (13:10).

What other HVAC owners can copy

Do your SEO in the slow season, get a page live for every core service, keep your rating climbing and judge progress with a grid, not one ranking.

1. Build in the off-season. Rankings take months. Work done in winter and spring pays off in the July and August peak.
2. Make every service findable. Each core service and area needs a page that matches your Google Business Profile.
3. Ask for links to new work. A good agency shows you every page it publishes.
4. Treat your rating as a growth channel. Ask for a review after every job.
5. Be realistic in a big metro. Measure top-3 coverage across the city, and expect it to build over time.
6. Keep your best channels working together. Summit's B2B referrals and its Google presence reinforce each other. People who hear the name search it, and find Summit at the top.
7. Add paid where it fits. Local Services Ads and Google Ads for HVAC can add calls during peak season. Here's which to choose.

Summit Heat & Air case study FAQ