Justin Riley
Founder of UpFrog · U.S. Utility Patent Holder · Demand Generation Strategist
Justin Riley is the founder of UpFrog, a demand-generation marketing company built exclusively for HVAC and home service contractors. He holds a U.S. utility patent for online pricing systems and has helped generate over $90 million in attributable revenue for service businesses across the country.
Founder of UpFrog
UpFrog is a demand-generation marketing company purpose-built for HVAC and home service contractors. Unlike traditional digital agencies that compete on cost-per-click and sell shared leads, UpFrog positions contractors as the singular authority in their metro area through proprietary systems for online pricing, search visibility, and conversion optimization.
The company operates on an exclusive metro model — accepting only one contractor per service area. This eliminates internal competition and aligns UpFrog’s incentives directly with the contractor’s growth, enabling deep integration with in-home sales processes and long-term revenue compounding.
UpFrog’s methodology replaces commodity lead generation with trust-based demand creation, positioning contractors to capture high-intent homeowners before competitors enter the conversation.
U.S. Utility Patent #US10620813B1
Podcast Appearances
Winning Sales Tactics For HVAC And Plumbing With Justin Riley
In today’s fast-evolving HVAC and plumbing industries, businesses face the challenge of staying ahead in a highly competitive market. Innovations in digital marketing and customer engagement strategies have become pivotal in securing a leading edge.
The New Era of Business: Strategies for Success in the HVAC and Plumbing Industry
In this episode, Tersh Blisset and Joshua Crouch explore the changing landscape of service businesses, specifically in the HVAC and plumbing industry, and discuss how businesses can adapt to the new era of business.
HVAC eCommerce Business For Beginners With Justin Riley
When we buy a product or a service, the first thing we do is check if it’s worth the price. This has become a challenge today, especially with online platforms where product prices are not available for the consumers to analyze. In this episode, HVAC eCommerce experts Justin Riley…
Customer Recovery: Strategies for Creating Loyal Customers w/ Justin Riley
Using Customer Reactivation to Close Unsold Estimates with Noah Carter & Justin Riley of UpFrog
How To Turn Your Service Business Into A Profitable Machine w/ Justin Riley
“The best thing you need to do is get reviews and really start to build a customer base and a name for yourself. And the only way you do that is by doing good work.”
How to Increase Client Engagement
“We hate writing big checks to Google and Facebook. We get most of our work through our good reviews.”
Industry Focus
HVAC Marketing
Specialized demand-generation strategies for residential and commercial HVAC contractors. Focused on search visibility, trust-building, and high-intent homeowner acquisition.
Home Services Demand Generation
Full-funnel marketing systems designed for the home services industry. Replacing traditional lead-buying with owned-audience strategies that compound over time.
Online Pricing Systems
Patented technology for real-time service pricing on contractor websites. Enables pricing transparency that builds consumer trust and accelerates the in-home sales process.
"Demand generation replaces price competition with trust."
The companies that win long-term are not the ones buying the most leads — they’re the ones building the most trust. UpFrog exists to shift that dynamic for service contractors, replacing the race to the bottom with a system that compounds authority over time.
Media & Inquiries
For speaking engagements or press inquiries:
justin@upfrog.io