HVAC ContractingNewsBusiness ManagementHVAC Residential Market

When the Competition Isn’t Real: AI Scam Sites Hit Orlando HVAC Contractors

Dozens of fake HVAC companies siphoning leads

fake results — Photo Courtesy of chathuporn, adobestock

**C’MON GOOGLE**: Many are calling on Google to take stronger action to ensure these situations don’t continue to happen.

If an Orlando homeowner were to search “a/c repair near me” or “HVAC contractor near me,” what they’d first find is several AI-generated websites for fake HVAC companies — meaning many homeowners may be unknowingly inviting unlicensed and uninsured “pros” (quotation marks key here) into their homes.

Dozens of fake companies have flooded Google’s search, making it that much harder for homeowners to find reputable companies, and for HVACR contractors to stay competitive in an increasingly difficult market, now plagued with not only evolving regulations or price increases, but also straight-up catfishing.

The rise of AI-generated scam sites isn’t just an inconvenience — it’s a serious threat to the reputation and revenue of legitimate HVACR contractors out there. This makes staying visible and credible online more important than ever, from actively monitoring search results and website traffic, to reporting fraudulent listings.

Chris Elsis, owner of Smart Home Air & Heat in Orlando, Florida, had over 30 years of hands-on experience in the HVACR industry when he decided to open his own outfit in 2024. And he did well, generating over $150,000 a month. That is, until January of this year, when his phone stopped ringing, and traffic to his website just stopped.

“I’ve had to let go of five employees, I’ve had to sell two vans,” Elsis told Fox 35 Orlando.

And the scary thing is, the websites look legit. They even have phone numbers with Orlando area codes, dozens of reviews praising the service of the AI-generated companies, and phantom Orlando addresses. But the addresses won’t take you to an HVAC contractor’s building. Instead, they go to plazas with vacant buildings, or the middle of a neighborhood. If a homeowner were to call one of those numbers, they’d eventually be transferred to … well, not the company they thought they were calling.

“Consumers have to remember that they are inviting someone into their home,” Elsis said. “They need to protect themselves.”

Looking for quick answers on air conditioning, heating and refrigeration topics? Try Ask ACHR NEWS, our new smart AI search tool. Ask ACHR NEWS

Some of the fake scams even claim to have A+ rankings and accreditation with the Better Business Bureau, which recommends checking their website to see if it's legit.

While Elsis has had some success reporting these fake sites to Google, it hasn’t been enough to stop these AI-generated sites altogether, or enough to keep his business afloat.

“The problem is it takes time, and by the time that time comes, I won’t have any customers left or any customers coming in,” Elsis said.

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Hannah Belloli is editor-in-chief of Plumbing & Mechanical and Supply House Times. She brings six years of experience as a trade journalist with BNP Media, including four years as an editor at The ACHR NEWS and two years with Walls & Ceilings. Hannah holds a bachelor’s degree in communications from Wayne State University, where she also earned minors in English, journalism, and creative writing. As the daughter of a carpenter, she has long held an appreciation for the skilled trades and the professionals who drive the industry forward.