How Aquatech Mechanical Built a High-Volume Generator Business (And What Dealers Can Learn)

Building a successful generator company isn’t about chasing storms—it’s about specialization, discipline, and doing the job right every single time.

In a recent episode of Powering Success: Future-Proofing Your Generator Company, I sat down in person with Chris Shaffer, owner of Aquatech Mechanical, to unpack how his company grew from a one-truck operation into a highly respected high-volume generator installation and service business serving Northern New Jersey, the Jersey Shore, and Staten Island.

What makes Aquatech especially interesting is their close work with major national retailers like Costco, Lowe’s, Home Depot, and BJ’s, giving Chris a unique perspective on retail-driven generator installs, operational systems, inspections, and long-term scalability.

This episode is packed with lessons every generator dealer should hear.

From Hurricane Sandy to a Generator-Focused Business

Like many generator businesses in the Northeast, Aquatech’s story starts with Hurricane Sandy.

Chris was originally running a residential and commercial HVAC and restaurant equipment business. When Sandy hit Staten Island in 2012, he suddenly woke up to 8–10 generator leads—despite never having installed one before.

Those early installs weren’t perfect. Chris is the first to admit it.

But they were completed, passed at the time, and—most importantly—they revealed a massive opportunity.

Instead of treating generators as a temporary storm-based side service, Chris saw the writing on the wall:

• Grid outages weren’t going away

• Homeowners were becoming more educated

• Backup power was shifting from “luxury” to “necessity”

That realization set Aquatech on a new path.

Why Specializing in Generators Changes Everything

One of the biggest takeaways from this conversation is the power of specialization.

Many electrical contractors install generators only when storms hit. Once things calm down, they return to standard electrical or HVAC work. Aquatech took the opposite approach.

Chris made a deliberate decision to:

• Specialize in generators year-round

• Invest in training, systems, and permits

• Build deep relationships with electricians and plumbers instead of competing with them

As a result, Aquatech now works alongside 50+ trade partners who:

• Purchase generators through Aquatech

• Rely on Aquatech for startups and service

• Hand off maintenance contracts and warranty work

This positioning turned Aquatech into a generator authority, not just another installer.

The Reality of Big-Box Retail Generator Installs

Aquatech’s partnerships with Costco, Lowe’s, and Home Depot introduced a completely different level of operational discipline.

Retail installs require:

• Extensive documentation

• Photo verification

• Passed inspections before payment

• Background checks for all customer-facing employees

• Strict escalation processes

Unlike organic leads—where payment is immediate—retail installs often mean fronting labor, materials, and generators for 6–8 weeks before getting paid.

This is where many companies struggle.

Aquatech succeeded because they:

• Built internal systems before volume arrived

• Maintained high cash-flow awareness

• Treated every install as if it were under a microscope

The payoff? Consistent volume, strong brand trust, and long-term scalability.

Why Customer Experience Is Non-Negotiable

Aquatech’s reputation didn’t come from marketing alone—it came from how they treat people.

Chris shared a rule that guides every decision his team makes:

“What would you do if this were your mother’s house?”

That mindset shows up in:

• Clean, respectful installs

• Long-term employee retention (average tenure: 5+ years)

• Strong word-of-mouth referrals

• High retailer confidence

In an industry where reputation can make or break you, Aquatech plays the long game.

How Generac Technology Has Changed the Industry

Chris has watched the generator industry evolve dramatically over the last decade—largely due to Generac’s innovations.

Key advancements discussed:

• NextGen Generators with higher output from air-cooled units

• Mobile Link, allowing remote diagnostics and fault resets

• Smart Management Modules (SMMs) that reduce generator size and cost

• Built-in surge protection and improved transfer switches

These improvements allow dealers to:

• Serve larger homes without liquid-cooled units

• Reduce install time and labor costs

• Diagnose service issues before dispatching a tech

• Deliver better experiences at lower price points

This shift is making generators more accessible to middle-income homeowners, not just high-end buyers.

Grid Instability, AI, and the Future of Backup Power

The conversation also explored where the industry is headed.

Chris highlighted growing pressures on the grid from:

• EV adoption

• Data centers and AI infrastructure

• Aging transformers

• Weather-related outages

• Cyber and geopolitical threats

As homes become more electric—and less dependent on fossil fuels—the need for reliable backup power increases, not decreases.

Chris also shared insights into emerging storage technologies beyond lithium-ion, including vanadium flow batteries, pointing toward a future where homes may eventually become fully self-sustaining.

Marketing Lessons for Generator Companies

Marketing has changed—and not always for the better.

Chris spoke candidly about:

• The decline of Angi/HomeAdvisor lead quality

• Rising ad fatigue on Facebook

• Overuse of AI and automation

• The importance of trusted partnerships

Like many owners, he wears multiple hats. Marketing often gets pushed aside—not because it’s unimportant, but because running operations comes first.

That’s where having a focused generator marketing system matters:

• Google visibility

• Local trust signals

• Strong educational content

• Consistent brand positioning

The companies that win going forward will be the ones that educate first and sell second.

Final Thoughts: Why This Episode Matters

Aquatech’s story is proof that:

• You don’t need to be perfect to start

• Specialization beats generalization

• Systems matter more than storms

• Technology favors prepared dealers

• Reputation compounds over time

If you’re a generator dealer looking to scale without sacrificing quality, this episode is required listening.

🎧 Listen to the full podcast episode of Powering Success: Future-Proofing Your Generator Company
🔗 Visit: https://generatormarketingsolutions.com/podcast