SEER Training Institute
When You Build People, You Build Everything.
What makes us different? We teach reality. Our instructors have lived it, sweated through it, and built their expertise solving real problems in real homes.
Why We Built This
(And Why It Had to Be Different)
As SEER grew, we kept seeing our brands trying to solve for the same problems:
- How do we get new hires productive faster?
- How do we build bench strength from within?
- How do we develop leaders and create job progression?
- How do we turn CSRs into revenue drivers?
So, we created the Institute, and today, it’s grown to serve technicians, customer service representatives, and the next generation of leadership. Every person who helped build this program came from the trades, from inside attics and under crawlspaces, from dispatch boards and job sites. It's always been contractor-first, built on passion for the trades and belief in our people.
It Started with Signs Taped to the Wall
There was no blueprint. No official curriculum team. No recording system. No guarantee anyone would show up. Just a handful of instructors with field experience, some printed materials, and four guys who showed up for a class.
“That first class? It was a ‘pinch-us’ moment. Not because it was perfect but because it was real. And needed. And suddenly, we knew we were starting something that would significantly impact our technicians and partner brands. ”
- Matt Plughoff, Sr. Director of Training & Development
SEER’s Best-in-Class Training
Our methodology is simple but powerful - real systems, real scenarios. Everything trainees face at the Institute, they'll face in the field. Mentorship from people who've done the work, not just studied it. A long-term investment in your people to encourage growth, retention, and high-quality work.
We run three core programs that work together to build complete businesses.
Entry-Level & Advanced Technician Training
Within weeks, employees can become profit centers for the company and more confident in themselves. With 250+ graduates to date, our immersive program covers foundations, diagnostics, and field readiness. All programs include pathways to industry certifications: EPA 608 for refrigerant handling, NATE accreditation for technical credibility, and CEUs via our LMS-based curriculum to keep licenses current.
Foundations of Maintenance and Repair:
- Diagnostics, troubleshooting, and system maintenance skills
- Electrical principles, refrigeration cycle, and HVAC sequencing
- NATE CEUs and opportunity for EPA 608 certification
Advanced Diagnostics & Repair 1:
- Hands-on training with real-world service scenarios
- Electrical theory, TXV and reversing valve diagnostics, heat transfer principles
- Customer communication and service best practices
Advanced Diagnostics & Repair 2:
- High-efficiency furnace, compressor, and heat exchanger diagnostics
- Brazing techniques and advanced mechanical repair
- Daily performance-based testing for experienced techs
CSR Training: The Human Side of Service
Your CSRs are your first and, at times, last impressions, the difference between a lost service call and a system replacement, a one-time customer and a lifetime member. This program was born from a simple but powerful industry shift: from simple service to true hospitality.Our CSR training evolved into a people-first model focused on setting expectations, qualifying opportunities, and building trust before the truck even rolls.
Our approach is based on a playbook that is proven across SEER brands with real-time call coaching technology. We add empathy and soft skills training like active listening, call flow mastery, and building brand trust with all of our customers.
In-Home Sales Coaching
Constant improvement is at the heart of everything we do. When it comes to in-home sales, we analyze nearly every in-home sales conversation to identify consistent best practices and how to amplify them. Our coaching is designed to adapt to your brand voice, market conditions, and team structure.
What we focus on:
- Memberships, financing, and profitable growth
- Real-time insights into cadence, timing, and objection handling
- Coaching that respects your brand’s sales strategy while improving conversion
Leadership Academy: From Operator to Owner-Minded
A strong bench of current and future leaders equates to long-term stability. The SEER Leadership Academy helps leaders learn financial literacy, people management, and change management. Each four-month session is taught by experts in their respective fields, with actionable follow-up assigned monthly.
Enhanced with MasterClass at Work licenses, Atomic Habits methodology (1% better every day), and a 9-week finance course with 100% completion rate.
What It Means to Be SEER
From crawlspaces to classrooms to career pathways, SEER training moves people and companies forward. The brands with the highest training participation consistently show the highest retention rates and are top in revenue.
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“[SEER] is buying quality brands in good markets, and they want to continue that legacy and the success of that legacy. They do not want to take over your company and change it or make it something that it’s not.”
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“We’ve had the ability to collaborate with some of the other owners that have been there, done that with their own businesses.”
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“They have all the resources needed to help grow your business, and you can focus more on the day-to-day.”
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“In our first year with SEER, revenue grew 17%, and we expect more this year.”
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“We don’t have to be responsible for everything anymore, and it really gave me that energy back, and we’re going forward again.”
The Business Case for Building People
At SEER, investing in people drives measurable growth at every level of business. Trained employees stay engaged and excel, new hires quickly become valuable contributors, and more than 55 leaders have advanced through our Leadership Academy to guide their organizations forward. Installation teams deliver quality that reduces callbacks and earns customer trust, while leadership development ensures long-term stability and growth. Building people builds stronger businesses, and the results multiply with every graduate of the SEER Training Institute.
Inside the SEER Training Facility
We designed the SEER Training Institute to mirror the job site. Our facility combines HVAC systems with modern educational tools, so participants at every level can build confidence, competence, and certifications in one place.
What You'll Find Inside:
- Fully functional split and ductless HVAC systems
- Sheet metal fabrication equipment
- Installation-ready work bays designed for realistic training
- A classroom equipped for live presentations and remote learning
- Access to professional HVAC educators and certification prep
- Pathways to earn EPA 608 and NATE certifications
- CEU-eligible course content through our Learning Management System (LMS)
Technology Meets Trades
At the Forefront of Innovation
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Sales Coaching
Data-driven in-home sales improvement with consistent brand protection.
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Learning Management System (LMS)
EPA certification & safety modules
NATE accreditation programs
Tool training & compliance tracking
CEU credits for ongoing education
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CSR Training
Real-time analysis of what's working
Upstream insights that inform marketing tactics
Qualification improvements that boost ROI across the funnel
If you’re looking for the next step in growing the legacy you’ve created, what's the differentiator? Our training philosophy. We built the SEER Institute to build futures. Training is how we keep what’s great and scale what works. It’s how we boost productivity, unify brand culture, invest in our people, and make professional development more than just a sound bite. Because when they grow, everything grows.
Ready to Transform Your Team?
Join the 250+ technicians, 55+ leaders, and countless CSRs who've already transformed their careers and their companies through SEER training.