Brody Pennell | A Legacy of Customer Service, Upheld with Avoca

About Brody Pennell

Brody Pennell Heating & Air Conditioning has served the west side of Los Angeles since 1945. Now in its 81st year, it is the largest HVAC company in LA, with more than 200 employees and a growing Southern California platform of acquired brands led by president and operating partner Lawrence Castillo. In 2025, Brody Pennell replaced four disconnected front office vendors with Avoca's singular platform, spanning Voice AI, Coach, Web Chat and Scheduler, Speed to Lead, and Outbound Campaigns.

The Avoca Impact:

• Booking rate: 65 to 70% → 90%, thousands of additional appointments captured
• Facebook and Meta lead conversion: ~15% → 25%
• 3 hours a day of manual call review given back to the call center manager
• One platform now answers calls, handles web chat and scheduling, works social leads, runs direct mail and text campaigns, follows up on estimates, and drives membership renewals, in place of four standalone vendors
• Call dispositioning and true booking rate accuracy: fully resolved, with the human guesswork removed

Four Vendors, Disconnected Data

Before Avoca, Brody Pennell's front office ran on a patchwork of four single purpose tools, one for calls, one for chat, one for scheduling, one for text campaigns. Each one did its own job fine in isolation, but none of them shared data with each other or with the company's CRM. So when a membership price was updated or an appointment got booked, that information lived in one system and nowhere else. A customer could get quoted an old membership rate from the chat tool while the CRM had the current price, or get booked into a slot the scheduling tool did not know was already taken. The tools were not the problem. The silence between them was.

One System, Every Channel

What replaced that patchwork was not another single purpose tool but Avoca’s single platform, flexible enough to run the entire front office: inbound calls answered around the clock, web and social leads worked automatically, outbound campaigns, estimate follow ups, and membership renewals, all in one place. Brody Pennell did not have to choose which channel to fix first, because the same system now covers all of them.

Data Accuracy with Avoca

What made the shift work was not any single feature, but the fact that every channel finally ran on shared data. Once booking rate, lead conversion, and call quality all lived in one system instead of four separate logins, the gains showed up everywhere at once instead of in just one corner of the business.

Partnership + What's Next

That same versatility is what gives Brody Pennell the confidence to keep growing. Instead of building a new stack of vendors for every new location or channel, the company is now extending its existing Avoca platform into Avoca Attract to cover its website, search visibility, and marketing analytics as well.

• "When you know your customers will always be taken care of, you can add locations, add people in the field, and build the business. That is what a real partner does for you. It flexes with your business into the next stage of growth." Lawrence Castillo, President and Operating Partner