Heating, ventilation, and air conditioning (HVAC) contractors have strong potential to act as advocates for enhancing building performance. This TAF-funded project aimed at identifying barriers and exploring strategies to transform this sector into champions of building energy efficiency and carbon reduction. After consulting industry stakeholders, the research showed a lack of in-field experience among practitioners, uncertainty about risks, and an incomplete understanding of the potential benefits. The final report recommends next steps to increase industry comfort and knowledge including the creation of a Peer-Exchange-Process Committee, improving access to existing training, and creating low-risk opportunities for hands-on learning. HRAI has applied for federal funding to implement a national communications campaign to overcome the barriers recognized in the report.