The Sundeen family employees with owner David Sundeen (clad in a red shirt) standing in the center. After five generations in business, an enhanced level of respect for people continues to fuel the culture at Sun Ray Heating, Inc.

Employees of Sun Ray Heating, Inc.

Family businesses are not all created equal, but they do carry a similar weight of expectation, a genuine regard for tradition, and a focus on treating clients and employees as the lifeblood of their organizations. After five generations in business, an enhanced level of respect and regard for people continues to fuel the culture at Sun Ray Heating, Inc., defining success from the inside out.

The company specializes in selling, installing and servicing heating, ventilation and air conditioning (HVAC) equipment in the greater Chicagoland area and Northwest Indiana. What’s its secret to over 80 years of thriving business? Three key values: service, quality and respect.

The family legacy is also important. “From 1938 until today, this business has always been owned and operated by Sundeens,” says owner David Sundeen. “I’m the fourth generation. My son Jason, who is a sheet metal worker, came to work here right out of high school, [so] he’s the fifth generation. I have two brothers, five nephews and a brother-in-law who work for me presently.”

Taking the Helm

David did not originally intend to lead Sun Ray Heating. His parents had other plans for him. But the pieces fell into place when his father needed help with the business.

“I worked for a steel company when I was 18,” recalls David, who was averaging 80 hours a week as a shipping clerk manager when his dad approached him. “Construction business was increasing, and he needed someone he could trust. I was the oldest son, so I went to work for him in the 1970s and I got my start. He let me do what I wanted. I think he was just happy to have someone back him up.”

Now, more than 30 years later, David is driving revenue and growth by delivering service that he says is regarded by clients as second to none.

A Shift to Commercial

In 1984, when David’s father retired at age 55 and moved to Branson, Missouri, he left the company in David’s hands. To keep the business profitable, David shifted its focus from residential to commercial clients.

“We realized we couldn’t survive the way we were going,” David explains. “We made no money on new houses. We started to do some retail and realized we could make really good money. We were faced with a decision: either we could stay in residential, or we could do retail that was really hard and risky, but paid well and was profitable. If we stayed in residential, we’d have to work long hours just to keep the doors open. So, we went commercial, and our portfolio and clientele have grown. Before going commercial, we made $250,000 a year gross revenue. Today, we’re up toward $12 million.”

Securing Long-Lasting Relationships

Time-tested and family-focused, it’s fair to say that Sun Ray Heating’s leadership knows a thing or two about acquiring and retaining talent—as well as developing and securing long-lasting relationships. The employee with the longest tenure has worked for the company for 41 years, which speaks volumes about the importance of job satisfaction and treating employees like family. According to David, family-owned and operated is an entirely different mindset that establishes trust, and values skill and loyalty—whether an employee is an apprentice or a tenured professional.

David also feels it is important to provide fun employee events, such as parties in the infield at NASCAR races, having annual barbecues catered by Uncle Bub’s, or throwing extraordinary Christmas luncheons at Idlewild Country Club.

“We have employees who have been here for a long time and they work together well as a team,” adds Lorrie Tate, director of accounting and administrative services. “In 2018, we hired apprentices and brought new people in to learn. Our guys are training them to do jobs, have good expectations [for] themselves, and do quality work.”

Trust Builds Business

Incidentally, 2018 was Sun Ray Heating’s biggest year for growth and revenue—ever. Business in Chicagoland was bustling, and where there’s opportunity there’s competition. But clients typically rely on companies they can trust.

Trust is emotional, but it can also be measured. As of early 2019, Sun Ray Heating had a 4.9 rating on Google from 38 responses. Obviously, the company is doing something right.

“In 2018, things got busy for the entire country, [including] the northeastern Illinois region,” David says. “There was an overload of work and price was not necessarily why you got the job. Companies went to the people they could trust. Most of the people we work with know our employees because they’ve been here a long time.”

He adds, “We try to give clients 110 percent all the time. We never leave a job undone. Our goal is to do the job and do it right, keep our customers informed, and finish in a timely manner. We work for a lot of companies that are [from] out of town, and they need a company they can depend on.”

Developing and Securing Talent

Recognizing and securing talent, David says, is what separates Sun Ray Heating from its competitors. He and his team are always looking for people who fit the company’s culture and standards. He tells the story of an apprentice who worked for him for well over a year, and knew more about running a job than many journeymen. When this individual becomes a journeyman, David is confident he will come back.

“He got to know us. He’s grown and matured in a lot of ways and we look forward to him coming back,” Lorrie adds.

“All we’ve ever done as a family-owned business is grow.” David Sundeen, Owner, 
Sun Ray Heating, Inc.

An Innovative Focus

The longevity of Sun Ray Heating is impressive. The company started in the late 1930s in Chicago and eventually relocated to Matteson, Illinois, in 1979. Tradition and family values are part of its makeup.

It’s a way of life for family businesses to take what has been created and adopt that into the next generation of operation. But each year there are innovations and new ways of doing things that impact the way projects are handled, both internally and externally. Since becoming leader of the company, David has implemented many innovations that he says have helped drive progress and improve business efficiency. These innovations include expanded service and maintenance options for heating and cooling systems as well as embracing new technology.

“We were one of the first companies to provide iPads for guys in the field,” Lorrie says. “A lot of other companies weren’t doing that. We keep current with technology because it helps [them] do their jobs in the field, especially paperwork, which ultimately helps the office work flow more efficiently.”

Sun Ray Heating has grown under the care of multiple generations of the Sundeen family. With a focus on integrating tradition, innovation and trust into the company culture, these leaders have helped to ensure each client is cared for and every job is handled with excellence and efficiency.