As a comfort advisor, your focus is likely laser-focused on selling HVAC equipment – furnaces, air conditioners, heat pumps, and the like. It’s understandable – those big-ticket items are where the money is. But according to industry expert Gene Slade, founder of the Lead Ninja System, comfort advisors who overlook the water treatment side of the business are leaving a goldmine of revenue on the table.
“Most HVAC companies are so fixated on equipment replacement that they completely miss out on all the other ways they can generate income on a service call,” Slade explains. “Water treatment is one of the biggest untapped opportunities I see.”
Slade would know. As a former contractor himself, he’s helped transform countless comfort advisors into sales powerhouses by teaching them how to have effective conversations about water quality and the need for whole-home filtration systems.
“I can sit down with a technician for half an hour and walk them through a series of questions that quickly establish the homeowner’s need for a water treatment system,” Slade says. “By the end of that discussion, the customer is practically begging us to install one.”
The Shocking Realities of Chlorinated Water
The key, Slade explains, is helping homeowners understand the alarming truths about the water flowing through their pipes. “Most people have no idea the kind of damage that chlorinated water can do,” he asserts. “It’s not a minor issue – it’s a serious problem impacting families across the country.”
Slade cites research showing that individuals who drink chlorinated water are up to 90% more likely to develop certain types of cancer. The chlorine also decimates the gut microbiome and weakens the immune system.
“And the problems don’t stop there,” Slade adds. “Chlorinated water also takes a heavy toll on a home’s appliances and plumbing system. It dissolves rubber, degrades plastic, and corrodes metal. So you’re essentially shortening the lifespan of every single appliance and pipe in the house.”
The Solution: Whole-Home Water Filtration
The good news, Slade says, is that there’s a simple fix – a whole-home water filtration system. “This is the single most important upgrade a homeowner can make,” he asserts. “It’s not just about improving the taste and smell of the water. It’s about protecting your health, your home, and your family’s future.”
For HVAC professionals concerned about licensing requirements, Slade has encouraging news. “Many municipalities don’t require specific licensing for water filter system installations,” he explains. “And in areas that do require licensing, the solution is simple – partner with a licensed plumber for the installation. The profit margins are so healthy that subcontracting the labor still leaves plenty of room for excellent returns.”
A Lucrative Revenue Stream Waiting to be Tapped
For comfort advisors looking to boost their sales and profitability, Slade says water treatment represents a massive untapped opportunity. “The average water filtration system sale is around $10,000 to $15,000,” he notes. “That’s a huge revenue stream that most HVAC companies are completely overlooking.”
And the best part? Slade says the sales process is actually easier than selling HVAC equipment. “When you present the facts about chlorinated water and the dangers it poses, homeowners practically sell themselves. They’re so shocked and concerned that they’re eager to find a solution.”
For comfort advisors ready to take their business to new heights, Slade says the water treatment angle is a game-changer. “This is low-hanging fruit that’s just waiting to be picked. All it takes is the right training and the confidence to have those conversations.”
And the payoff, Slade says, goes far beyond the bottom line. “It’s about improving lives, not just making money. Seeing the impact these systems have on families is what really drives me. This isn’t just about sales – it’s about transformation.”
To learn more about Gene’s transformation sales training that was just voted the “Top HVAC Sales Training in 2025,” please visit: https://leadninjasystem.com/
About Gene Slade
Gene Slade, CEO of Lead Ninja System, is a pioneering force in the realm of sales training and business development that was just voted the “Top HVAC Sales Training in 2025” by Kev’s Best magazine. With a steadfast commitment to empowering professionals in the HVAC, plumbing, and electrical trades, Gene offers transformative coaching experiences that revolutionize the way business owners approach sales and growth through personalized guidance, community support, and access to exclusive resources. For speaking engagements go to geneslade.com