What CroppMetcalfe does

CroppMetcalfe is a Virginia-based environmental services company founded in 1979 in Fairfax, operating within the Service Experts franchise network of independently owned locations across 31 U.S. states. The underlying network delivers residential HVAC, plumbing, and electrical services — heating and air conditioning repair and installation, plumbing and water heater services, water treatment, indoor air quality, electrical work, ductwork, solar power, whole-home generators, and commercial HVAC — to individual homeowners. Service delivery is performed on-site by licensed, bonded, and insured technicians who hold the proprietary ACE (Advanced Certified Expert) certification, with operational systems for scheduling, dispatch, and customer communication supporting field execution.

The business operates on a hybrid revenue model that combines one-time service and installation fees with two recurring programs: the Maintenance+ annual membership (promotional $12 first year, $60 standard renewal) providing priority scheduling and $0 diagnostics for completed repairs, and the Service Experts Advantage Program, a multi-year equipment lease bundling installation, preventive maintenance, repairs, parts, labor, and filters into a single monthly payment starting at $150 for HVAC systems and $217 for whole-home generators. Pricing on the transactional side is anchored by promotional offers — HVAC precision tune-ups at $99 (regularly $189), drain cleaning at $99, and bundles such as the $179 Tune Up + Drain Cleaning package — together with a 10% military discount and equipment bundle incentives of up to $500.

Go-to-market is executed through a 75+ location franchise network supported by a brand-level digital presence (website, mobile app, social, email/SMS, online reviews — nearly 20,000 5-star reviews), an active promotional coupon calendar, and franchise sales. No funding, M&A, revenue, or leadership data was disclosed for CroppMetcalfe itself; scale references (3,000+ employees, 800,000+ cumulative customers, 2,500+ daily customers) describe the Service Experts franchise network in aggregate.

Name

CroppMetcalfe

Website

https://croppmetcalfe.com

Company type

Private

Founded year

1979

Headcount range

251–500 employees

Short description

CroppMetcalfe is a Fairfax, Virginia-based environmental services company founded in 1979, operating within the Service Experts franchise network that delivers residential HVAC, plumbing, electrical, water treatment, indoor air quality, and solar services to individual homeowners across 31 U.S. states.

Ownership category

akta.pro rank

Headquarters

HQ city

Fairfax

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. HVAC, Plumbing & Electrical Service and Repair: One-time service fees for repair, maintenance, and installation of HVAC systems, plumbing, and electrical equipment. Revenue generated from diagnostic fees, labor charges, and parts markup. Includes tune-ups ($99-$179), drain cleaning ($99), and emergency repair services. Services delivered by licensed, bonded, and insured technicians across franchise locations.
2. Equipment Lease Program (Advantage Program): Monthly leasing revenue from the Advantage Program, which provides new high-efficiency HVAC, water treatment, and indoor air quality systems with zero upfront costs and inclusive maintenance/repair coverage. Customers pay a fixed monthly amount (e.g., $150/month for HVAC, $217/month for whole-home generator) with all future repairs and routine maintenance included.
3. Maintenance+ Membership Subscriptions: Annual subscription for preventive maintenance coverage and priority service scheduling. Standard pricing $60/year after promotional first-year rate of $12. Provides $0 diagnostic fees for members and exclusive discounts on repairs and parts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

CroppMetcalfe provides residential HVAC, plumbing, and electrical services through a franchise-style network of locally operated locations. Offerings span heating, air conditioning, heat pumps, plumbing, water heaters, water treatment, indoor air quality, electrical, solar, ductwork, and energy-efficient solutions, delivered by licensed, bonded, and insured technicians. The company also sells recurring service relationships through a membership program and an equipment lease program with bundled maintenance coverage.

Product overview

Service Experts is a home services company offering a comprehensive portfolio of HVAC, plumbing, and electrical services. The company operates as a unified service platform with two primary membership programs: the Maintenance+ Membership for ongoing preventive maintenance and priority scheduling, and the Service Experts Advantage Program for equipment leasing with full service coverage. Core services include heating and cooling (AC Services, Heat Pumps), plumbing (Plumbing Services, Water Heaters, Water Treatment), electrical (Electrical Services, Solar Power), and indoor comfort solutions (Indoor Air Quality Services, Ductwork Services, Energy Efficient Solutions). The company also provides Commercial HVAC services for business properties. All services are delivered by ACE-certified, licensed, bonded, and insured professionals through a nationwide network of 75+ locations across 31 states.

Differentiator

Problem solved

Functional benefit

Products and services

• Heating Services Professional heating system repair, maintenance, and installation services including furnace services for residential properties, delivered by licensed, bonded, and insured technicians.
• AC Services Air conditioning repair, maintenance, and installation services for residential and commercial properties.
• Heat Pumps Heat pump installation, repair, and maintenance services for efficient residential heating and cooling.
• Plumbing Services Comprehensive plumbing services including drain cleaning, leak repair, and pipe services for residential customers.
• Water Heaters Water heater installation, repair, and replacement services including traditional and tankless systems for residential properties.
• Water Treatment Water treatment solutions including water filtration, softening, and quality improvement systems for residential homes.
• Indoor Air Quality Services Services and equipment to improve residential indoor air quality including air purifiers, ventilation, and air quality testing.
• Electrical Services Electrical services including panel upgrades, wiring, and safety inspections performed by licensed electricians for residential customers.
• Solar Power Solar power system installation and related services for residential energy solutions.
• Energy Efficient Solutions Energy-efficient equipment and solutions including ENERGY STAR certified products to reduce residential energy consumption.
• Ductwork Services Duct installation, repair, cleaning, and optimization services for residential HVAC systems.
• Commercial HVAC Commercial heating, ventilation, and air conditioning services for business properties.
• Maintenance+ Membership Annual preventive maintenance membership offering priority scheduling, exclusive discounts, seasonal maintenance, and $0 diagnostic fees for residential HVAC and plumbing customers.
• Service Experts Advantage Program Equipment leasing program providing new high-efficiency HVAC, water treatment, indoor air quality, and whole-home generator systems with zero upfront costs and all-inclusive monthly service coverage including installation, repairs, and maintenance.

Quantifiable outcome

• Up to $500 savings on new HVAC system when bundled with water treatment or indoor air quality upgrades
• +4 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mr. Sparky: National residential electrical services franchise. Comparable as a franchised electrical service brand serving homeowners with similar pricing, dispatch, and membership mechanics.
• Roto-Rooter: Largest US plumbing and drain cleaning services franchise. Directly comparable as a residential plumbing service provider with similar dispatch, membership, and emergency-service business model.
• Service Experts: Parent franchisor of the Service Experts network (75+ locations, 31 states). CroppMetcalfe operates as a franchisee within this system, so Service Experts is the directly comparable parent brand governing technology, marketing, training (ACE program), and revenue program design.
• One Hour Heating & Air Conditioning: National residential HVAC franchise with comparable technician-dispatch model, membership programs, and localized service delivery. Directly comparable as a competing franchised HVAC service brand targeting similar homeowners.
• Benjamin Franklin Plumbing: National residential plumbing franchise under Authority Brands. Comparable in service model, recurring membership offerings, and customer-acquisition approach to CroppMetcalfe's plumbing line.

Broad incumbents

• Neighborly (Dwyer Group): Parent company of multiple home-services franchise brands (Mister Sparky, Benjamin Franklin Plumbing, One Hour, etc.). Comparable as a larger multi-brand franchisor operating in adjacent home-services categories.
• Carrier Global: Global HVAC manufacturer with the Carrier Factory Authorized Dealer network providing residential install and service. Comparable channel model for residential HVAC sales, install, and service.
• Lennox International: Major HVAC equipment manufacturer and Dealer program operator. Comparable in that it operates a dealer-network service channel with recurring maintenance agreements adjacent to CroppMetcalfe's service model.
• Trane Technologies: Global HVAC equipment manufacturer with a Trane Comfort Specialist dealer network that performs residential installation and service. Comparable as a brand-driven residential HVAC channel.

Others

• Angi (Angie's List): Leading US home-services marketplace connecting homeowners to local contractors including HVAC, plumbing, and electrical providers. Comparable as the dominant customer-acquisition channel competing with CroppMetcalfe's owned digital and direct-mail funnels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/croppmetcalfe
• Facebookfacebook.com/croppmetcalfe
• LinkedInlinkedin.com/company/croppmetcalfe

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CroppMetcalfe