how we got here
Our Story
Our story is built on one mission—helping the home services industry grow. Discover the people, passion, and purpose behind All Contractor and the values that drive everything we do.
The Timeline
How We Got Here
The Trades
Chris Smith started in refrigeration repair the year he graduated high school.
By 1995 he was a tune-up technician at Coolray Heating & Air in Atlanta. He earned his Georgia conditioned air license in 1997 (license #CR109199, still active today) and founded his own residential and light-commercial HVAC company shortly after. This isn’t background. It’s the foundation. Everything All Contractor does today is shaped by years Chris spent in attics, in crawl spaces, and across kitchen tables.
The Marketing
Michele Smith earned her Bachelor of Business Administration in Marketing from Georgia State University in 1995.
She ran the marketing for Chris’s HVAC business through one of the most upended periods in advertising history — the shift from print and yellow pages to the early commercial web. She learned what worked. She learned what wasted money. She learned both sides of the contractor’s table.
The Decision
Chris and Michele sold the HVAC business in 2006.
They had two paths in front of them: take their experience to a different industry, or use what they’d learned to help other contractors avoid the marketing traps they’d watched their peers fall into. They picked the harder path. They started All Contractor Marketing that year.
The Work
Twenty years of contractor work. Hundreds of contractor websites built.
Marketing programs for HVAC dealers across the country, plus plumbing, electrical, roofing, and generator companies along the way. AI work that started years before AI was a buzzword. Training programs for owners, marketers, CSRs, and dispatchers. Consulting engagements that turned into multi-year partnerships.
The Rebrand
In 2026 we became All Contractor. The work had outgrown the name.
For 20 years, “All Contractor Marketing” described what we did. Today it describes one of five things we do: Marketing. AI. Training. Consulting, and Merch. The shortened name signals the broader role: not just a marketing company anymore, but a trusted ally across the whole growth picture.
What Hasn’t Changed
The Constants
The name on the door. The number of services we offer. The technology landscape. All of these have changed in 20 years. These haven’t.
Honest Contractors
We work with contractors who are honest and want to do the right thing.
We Tell The Truth
We tell them the truth, even when the truth costs us the deal.
More Capable, Not Dependent
We make them more capable, not more dependent on us.
We Show Our Work
We show our work — every dollar, every account, every result.
We Own The Outcome
We own the outcome. They own the assets.
We Support You
We support you every step of your growth where you are.
milestones
A Few Moments Worth Naming
Inc. 5000
We earned a spot on the Inc. 5000 list of America’s fastest-growing private companies. Growth wasn’t the goal — it was the byproduct of doing the work right.
No. 11
In the advertising and marketing industry
No. 160
Nationwide on the Inc. 5000
2,597%
Three-year revenue growth
6
Books authored by Chris on HVAC growth and AI
The contractor industry is in the middle of the biggest technology shift in 30 years. AI is reshaping how marketing works, how calls get answered, how leads get qualified, how content gets made. Most contractors don’t have time to figure it out on their own.
That’s what All Contractor exists for now. Not just to run your marketing, but to be the ally who guides you through what comes next — with the same transparency, the same integrity, and the same refusal to sell magic that brought us here.
want to know more?
Frequently Asked Questions
When was All Contractor founded?
2006, originally as All Contractor Marketing. We rebranded to All Contractor in 2026.
Who founded All Contractor?
Chris and Michele Smith. Chris is a licensed HVAC contractor (Georgia license #CR109199, since 1997). Michele has a marketing degree from Georgia State University. They ran an HVAC business together before founding the company.
Why did Chris and Michele start All Contractor?
They saw the marketing industry up close while running their own HVAC business and watched their contractor peers get taken advantage of by slick agencies. They started All Contractor to give other contractors a partner who wouldn’t do them the same way.
Has All Contractor always been called All Contractor?
No. For 20 years (2006–2026) we were All Contractor Marketing. We shortened the name to All Contractor in 2026 to reflect the broader work — marketing, AI, training, consulting, and merch.
Where is All Contractor based?
Atlanta, Georgia. We work with contractors across the United States and Canada.
What has All Contractor accomplished?
Hundreds of contractor websites built. A spot on the Inc. 5000 list (No. 160 nationwide, No. 11 in advertising and marketing, 2,597% three-year revenue growth). Six books authored by Chris on HVAC growth and AI for contractors. Multi-year partnerships with manufacturers and distributors across the country.
How big is the team today?
Tightly held. Large enough to deliver across five pillars, small enough that the same people who answer your first call are the ones doing the work. Meet everyone on the team page.
Is the company still owned by the founders?
Yes. Chris and Michele still own and lead All Contractor.
What’s the connection between Chris’s HVAC business and All Contractor?
Chris ran a residential and light-commercial HVAC company in Georgia before selling it in 2006. The lessons from that business — what marketing actually moves the needle, what wastes money, what contractors actually need — are the foundation All Contractor was built on.
Do you still work with HVAC companies primarily?
HVAC is the biggest piece of our work. We also work with plumbing, electrical, and generator contractors. The principles are the same across home services trades.
How can I learn more about how you work?
Read Our Values, Our Promise, How We Engage, and Our Process. Or Schedule a Call.
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