Dana Marek sometimes hears a question from customers: Why haven’t we heard of your company before?

For the co-owner of The Air Company of GA, the answer comes down to where the family-owned business chooses to spend its money.

“People ask us why they haven’t heard of us,” Marek said in a written submission to North Atlanta Star. “We’d rather put our money into service than into a $10,000 billboard. That means NATE-certified technicians and answering the phone at any hour.”

Founded in 2019, the residential and commercial heating and air conditioning company is based in Sandy Springs’ Perimeter area. Marek said it has grown largely through referrals, with customers passing its name along to neighbors after a service call.

“When we do the job right, our customers tell their neighbors, and that’s the only advertising we really need,” Marek said.

A family name behind the work

For Marek, the personal side of the business is the direct connection between customers and ownership. Customers deal with the people who own the company, Marek explained, making each job part of the family’s reputation.

That approach also puts pressure on the next visit. A recommendation may bring a technician through the door, but the company still has to earn another one.

In the submission, Marek described emergency calls familiar to many homeowners: a furnace stops working on a cold night with children in the house, or an air conditioner fails during a summer evening as the temperature indoors begins to climb.

The company offers 24-hour emergency service, according to Marek. Its aim on those calls is to identify the problem, explain the available options plainly and restore heating or cooling.

Marek said the decision to limit advertising spending helps support technician qualifications and round-the-clock availability. The company says its technicians hold NATE certification, an industry credential for heating and cooling professionals.

Beyond the emergency call

The business also offers scheduled maintenance for homeowners looking to keep up with their equipment before something breaks.

Its annual maintenance plan costs $159 for the first system and $60 for each additional system. The plan includes twice-yearly cleanings and inspections; Marek said members also receive priority scheduling during busy periods.

Although based in Sandy Springs, the company serves a broader stretch of metro Atlanta, including Roswell, Alpharetta, Johns Creek, Duluth, Norcross, Brookhaven, Dunwoody and Chamblee.

For the family behind it, Marek said, the work continues to revolve around earning the next referral, one service call at a time.

The Air Company of GA is based at 10 Glenlake Parkway NE, Suite 130, in Sandy Springs.