Yeah but then you are talking the “hood” (Rochester NY) which hubs, a small town country farmer boy, is deathly averse to.
When you are in business you do what you must.
Think primal.
You do what you must to put food on the table.
If you can access the outer fringes of a metro area, you can find some good markets for HVAC.
Ask you hubby how much his "being averse" is actually "being afraid." Nothing wrong with being afraid...but to be a success, he will have to overcome that fear.