J.C. Busby Was the Original "Trade-In" Marketer!
January 14, 2026
The article below originally appeared in the Coleman Bonded Line Bulletin in 1962.
The text is reproduced as published, with only minor formatting cleanup.
Sixteen years in the heating and appliance business have taught an Augusta, Georgia, Coleman dealer a thing or two about promotions and advertising. The first rule is that advertising and promotional effort should be year-round activities. Another is that all promotion effort should reflect the character of the dealer. A third point: Nothing beats a good trade-in promotion.
A small mountain of junk heaters and furnaces at the rear of Busby’s Heating and Air Conditioning Company in Augusta is pretty good evidence that owner J.C. Busby knows what he is talking about.
Both Buyer and Seller Benefit
A trade-in deal on heating equipment makes sense to both buyer and seller, Busby contends. The trade-in allowance takes care of the down payment, and the buyer gets a better heated home.
A trade-in deal on heating equipment makes sense to both buyer and seller, Busby contends. The trade-in allowance takes care of the down payment, and the buyer gets a better heated home.
The seller gets a unit that may be reconditioned and sold or dismantled and the parts put aside for eventual resale. There is even some scrap value in the unused metal.
So successful have trade-ins been for the enterprising Georgian that it has become a continuing program. Advertising in local newspapers and over radio stations has made Augustans aware that Busby will always consider a trade-in.
Of course, there are times of the year when the trade-in promotion gets extra push. Experience has taught the Georgia Coleman dealer that July and August is the time to emphasize floor furnaces and central heating. Air conditioning comes in for extra attention in the late spring.
Stresses No Down Payment
“We found the big appeal in trade-in advertising is to stress ‘no down payment,’” Busby says.
“This is particularly important to the floor furnace prospect. It also appeals to the small homeowner who would like to step up from a floor furnace to central heating.”
Although Busby does little price advertising, he will sometimes show a picture of a furnace and beneath it the line:
“As low as $xxx, with automatic controls and complete installation.”
Naturally, the price figure refers to a small furnace. Is this misleading advertising? No, says Busby.
“The public has become accustomed to the phrase ‘as low as’ and recognizes the seller is pricing the low end of the line. Besides, we make it quite clear to him that we won’t quote a final price until we have surveyed his house and have determined what it will take to make him comfortable.”
Likes Outing Products as Premiums
When it comes to premiums for closing sales, the Georgian thinks there is nothing better than a Coleman outing product.
“Everyone down our way knows about Coleman lanterns and camp stoves. The offer of a free lantern, camp stove, jug or cooler may be just what it takes to close the sale.”
In order to support his four salesmen, a trained heating and air conditioning engineer, and a well-equipped and staffed shop, Busby is a consistent user of newspaper advertising and radio time. He draws up his own ads and writes his own radio script.
When paid advertising doesn’t bring in enough phone calls, the sales force resorts to cold canvassing.
Direct mail also plays a part in Busby’s promotional activity.
“It takes all kinds,” the Augusta dealer declares.
Sells Home Builders, Too
While the replacement and modernization market is the big revenue producer, Busby goes after new construction business, too.
Already well established in the field, Busby recently completed arrangements with Bowles-Boardman, Inc., Augusta home builders, for 100 central heating systems to be installed in a new subdivision. Each system is being prepared for air conditioning and, sooner or later, Busby expects to put the air conditioning in the Bowles-Boardman houses.
Another Bowles-Boardman subdivision, Fernwood, went Coleman even to Coleman gas-lites for street lighting.
Busby’s has one of the largest stocks of furnaces, packaged heating, ducts, and fittings in their trade area and is equipped to fabricate large commercial as well as residential jobs. The firm also services Coleman mobile home heating and air conditioning equipment.
Winter is coming! Participate in the Annual Busby's Coats for Kids through October 30th, 2025
On March 18, 2025, Busby's Heating and Air Conditioning held its 33rd Annual Employee Appreciation and Awards Banquet. Owner, Rick Busby and other managers recognized top performers in each department. Awards were also given for safety, years of service, attendance and sales excellence. Each employee who attended (and their "plus-one") enjoyed a fabulous buffet and dessert from Moe's Southwestern Grill and each received a logo'd duffel bag and numerous door prizes. 2025 represents Busby's 80th year of serving the community. Kristen Munn, Rick's youngest daughter, recently became the company's President. Kristen helped celebrate 2024 wins and accomplishments and spoke about her high hopes for the company and its employees in the years to come.
Busby's Heating & Air Conditioning proudly marks its 80th anniversary in 2025, and with it, a momentous milestone in the company's history—Kristen Munn, Rick Busby’s daughter, has been named the new President, and is the third generation of leadership. JC Busby, Rick's father founded Busby's shortly after World War II in Millen, Georgia. The company has since grown into a trusted name in the heating and air conditioning industry. Over the past eight decades, Busby's has continually expanded its services, introduced new products, and built a reputation for exceptional customer service. The company has also become a pillar of the Augusta community, supporting various local charities and service organizations. Kristen Munn began her career at Busby's over 15 years ago, starting from the ground up as a summer intern. After graduating Magna Cum Laude with a degree in Business Management from Georgia College & State University, Kristen took on various roles at Busby's, as well as, making key contributions to upgrade the company’s technology. Kristen later accepted an opportunity to work as an implementation coach with Nexstar, where she assisted HVAC and plumbing companies across the United States, Australia, and Canada. While at Nexstar, Kristen earned a promotion to Business Coach where she worked directly with owners and General Managers helping them reach their business goals. Kristen recently decided to return to her roots and step into the role of President and future owner of Busby's Heating & AC. Her return to Augusta, alongside her husband Shane and their dogs Boone and Daisy, is a moment of great excitement for Rick, and his wife Tammy, her sister, Lauren and the entire Busby's team. Welcome Home, Kristen and Shane. "I'm so excited and privileged to be on the path to third-generation ownership of Busby's. It's not just about keeping the business in the family, but also about building on what was started and making it my own for the future." Kristen Busby Munn commented on her new position. "It is comforting to know that our company will remain a family-owned business for the third generation and for many years to come. I am so excited to have Kristen take over the realm as President" stated Rick Busby. While much has changed since 1945, the core values that Busby's was built upon—quality, integrity, honesty, and customer satisfaction—remain unchanged. CEO Rick Busby reflects, “These four pillars were the foundation of my father's success, and they will continue to guide our company for many years to come. We remain dedicated to providing the same quality workmanship, reliable service, and customer care that have set us apart since day one."
Busby's Heating and Air Conditioning is excited to share our latest social media campaign that shows support for Team USA at the Paris Olympics. Our talented team developed a series of engaging videos featuring our beloved company mascot, Buzz, as the star. In these lighthearted videos, Buzz takes you on a journey through the iconic sights and sounds of the Olympic host city, Paris. We feature local businesses, schools and area attractions as backdrops immersing Buzz into the electric atmosphere of the Olympics, our mascot brings a unique and playful perspective to the global sporting event. Whether you're a die-hard sports fan or simply someone who appreciates the unity and sportsmanship that the Olympics represent, these videos are sure to illustrate our love for the games and our country and hopefully leave you feeling inspired. We encourage you to follow our social media channels ( Facebook , Instagram ) to catch all of Buzz's Olympic adventures. Be sure to share your thoughts and favorite Olympic moments with us using the hashtags #buzzbee, #buzz and #busbys. Together, let's celebrate the power of sport and the global community it fosters.
As part of The Busby's Cares Community Contribution initiative, on October 4, 2023, Rick Busby with Busby's Heating and Air presented Mason and Sharon Schmidt a $2,000 check to help the Trot to Adopt 5K fundraiser. The Schmidts are one of four local families looking to bring children home through adoption. Trot to Adopt 5K is a fun run designed to support four families in the CSRA with their adoption efforts. This year marks the 13th Annual event, and will be held on Saturday, December 2, 2023 at Blanchard Woods Park in Evans, GA. For more information on the 5K run please visit their website; www.trottoadopt.o rg. Sharon and Michael Schmidt met in 2015 while Michael was stationed in the Army at Fort Huachuca and now live in Grovetown, GA. They’ve been married for 6 years. Mason is an Offensive Security Engineer for the Army and Sharon volunteers as a registered nurse at Hope Women’s Center. Early in their marriage they were diagnosed with unexplained infertility. They are excited about participating in Trot to Adopt which is helping them on their journey of adoption. The Busby’s Cares Community Contribution is an initiative in which the company makes a donation to a small, local nonprofit organization each month.
As part of The Busby's Cares Community Contribution initiative, on September 20, 2023, Rick Busby with Busby's Heating and Air presented Kenny Newborn a $1,000 check for the Military Appreciation Day Bass Tournament. Kenny is a retired, 26 year Army 1st Sergeant and avid Bass Fisherman. The Military Appreciation Day Bass Tournament will be held at Wildwood Park in Appling, GA on Saturday, October 28, 2023. There will be a ceremonial “blast off” at “safe light” and a festival from 11AM until 3PM. This event is open to the public and will take place at the main boat ramp area at Wildwood Park. Proceeds from the Bass Tournament will go to several military charities including Paralyzed Veterans of America (PVA), Morale, Welfare and Recreation (MWR), Army Emergency Relief (AER) and The Fisher House at Fort Eisenhower. Kenny wants to bring awareness and recognition to those who have served and continue to serve in our armed forces. The October 28th tournament is one of many that Clarks Hill Classic tournaments puts together by DJ Hadden of Hadden Outdoors. For additional information, partnership opportunities or to sign up with a fishing team, please visit their website https://www.clarkshillclassic.com/military-appreciation-day-bass-tournament . The Busby’s Cares Community Contribution is an initiative in which the company makes a donation to a small, local nonprofit organization each month.
On Thursday, July 27, 2023, Rick Busby with Busby's Heating and Air Conditioning presented Evans High School with a check for $50,000. This contribution was part of a multi-year sponsorship agreement that will help the high school's Athletic Program. Rick Busby and Busby's Heating and Air Conditioning have served for decades on the school's Career, Technical and Agricultural Education (CTAE) advisory board. Rick’s two daughters graduated from Evans High School and have gone on to rewarding careers. The Evans High School Athletic Program offers student athletes many opportunities to excel in individual and team growth. All of their athletic programs provide quality coaching and training with emphasis on hard work, discipline, commitment, and perseverance. Athletes are encouraged to always give their best on the field and in the classroom setting. Evans High School’s Athletic Program is committed to continued excellence for its student athletes. Busby's Heating and Air Conditioning is committed to their four pillars of success: Quality, Service, Honesty and Integrity. For over 78 years, Busby's Heating and Air Conditioning has been providing HVAC service, sales, repair, and installation. Family owned and operated since 1945, Busby’s has been serving the heating and air conditioning needs of residents and businesses throughout the Central Savannah River Area of Augusta and South Carolina.
On June 27, 2023, Rick Busby with Busby's Heating and Air presented Child Enrichment Executive Director, Kari Viola-Brooke, with a $2,000 check as part of The Busby's Cares Community Contribution initiative. Child Enrichment was established in 1978 by a group of physicians, nurses, and social workers to help abused children overcome their experiences and rebuild their lives. Child Enrichment has helped over 26,500 local children who have experienced abuse, exploitation, abandonment, and neglect since opening its doors to our community's children. For more information on Child Enrichment and its mission, please visit www.childenrichment.org . The Busby’s Cares Community Contribution is an initiative in which the company makes donations to small, local, nonprofit organizations.
Ahead of July 4th, Busby's Heating and Air and Beasley Media Group partnered to present the Augusta area's first-ever Great American Flag Swap! People from the community brought their torn, tattered, and faded flags to SRP Park on Friday, June 23, 2023 and had them replaced with brand new flags. Busby's Heating and Air and Beasley Media Group were available from 4 to 6 pm and gave away several brand new flags for FREE. All of the retired flags will be properly and ceremonially retired by two local groups, the Veterans of Foreign Wars and the Boy Scouts. If you missed The Great American Flag Swap, you can still get your FREE flag ( while supplies last ) and donate your worn flags at Busby's Heating and Air from June 24th to July 3rd. Busby's offices are located at 1236 Gordon Park Rd, Augusta, GA. The office is open to the public Monday through Friday from 8AM-5PM (Busby's offices will be closed Tuesday, July 4th).
As part of The Busby's Cares Community Contribution initiative, on March 9, 2023, Rick Busby with Busby's Heating and Air presented cancer survivor Ann Jones with a $2000 check on behalf of the Leukemia Lymphoma Society (LLS). Ann has been nominated as a candidate for the LLS Visionary of The Year campaign. In September of 2020, Ann was diagnosed with Leukemia. Help from LLS's research and patient support enabled Ann to participate in a trial chemo drug study resulting in her entering into remission quickly. Without the help from LLS, this would not have been possible. Ann wants to help bring awareness of the effects cancer has on the mental health of patients, caregivers, spouses, survivors, family members, and friends. Those wishing to support Ann and The Leukemia & Lymphoma Society can visit Ann’s campaign page: https://www.facebook.com/donate/441475174831141 for more information and donation details. The Busby's Cares Community Contribution is an initiative in which the company makes donations to small, local, nonprofit organizations.