HVAC repair is one of those services every homeowner or property manager needs at one time or another. So why aren’t you getting as much business as you want?
In many parts of the country, HVAC repair is a highly competitive business. In fact, 70% of new HVAC businesses fail in their first year. Our intention isn’t to scare you, but to help you recognize the importance of a strong marketing plan.
If you’re looking for new ways to market your HVAC business, the methods below have proven to be successful time and time again.
Best Ways to Market Your HVAC Business :
There are plenty of marketing ideas online, but how do you know which ones will actually work? Here are a few of the most important and reliable methods:
A Great Website :
We truly can’t emphasize this one enough. With smartphones in nearly everyone’s hands, the first thing a consumer does today when they hear about a company is search online.
A professional-looking website is no longer just a helpful addition. If you don’t have one, customers get suspicious. They start wondering if you’re a legitimate company or if this is just a side business that you aren’t knowledgeable about.
There are sites online that will help you create your own website, even if you have no web design experience. You could also choose to hire a professional designer for a more customized and high-end look.
If you’re looking for examples of strong HVAC websites, look at the site for Hays Cooling and Heating. They have a professional look and they give customers everything they need to decide that this is the right company for them.
Content Marketing :
Let’s stick to the online sector and talk about content marketing. Content marketing is the strategy of making your site an informative resource for customers, rather than one giant sales pitch.
Content marketing will factor into your initial web design as well as your continuous updates. If you update your site frequently, you’ll show up closer to the top of the list of results when someone searches for an HVAC company on Google or other search engines. The best way to do this is with a blog you update regularly.
Keeping with the content marketing strategy, your blogs should be helpful and informative. Base them around real questions people are searching for. These blogs are also great to share on your social media profiles, so they further enhance your online presence.
Networking with Other Contractors :
Unfortunately, you’re in an industry that is plagued by mistrust. In HVAC as well as many other types of home repair, there are some businesses and contractors who don’t do their job well while taking money from customers unjustly.
This means most homeowners and property managers are slow to trust their contractors. When they find one they trust, they tend to ask them for recommendations for other specialties as well.
Develop relationships with plumbers, home builders, cement layers, and other construction-based specialties. We’re not talking about a formal arrangement. Just make sure they know who you are and that you do good work. If one of their clients is looking for HVAC services in the future, those contractors are more likely to refer them to you.
Pay-Per-Click Advertising :
We all know how pervasive Google is as a search engine. When it comes to digital marketing, one of your primary goals is showing up higher on Google’s search results. So why not go directly to the source?
Paid ads through Google will put you at the top of one of the first pages when customers Google a relevant search term. You can also set any budget you’re comfortable with, so nearly any business can afford some level of paid search engine marketing (SEM).
Referral Codes :
Remember that discussion about how slow customers are to trust contractors and home repair companies? This makes customer referrals another powerful marketing tool.
You don’t have direct control over whether a happy customer refers you, but you can give them an incentive. Rather than posting general coupon codes online to drive business, give referral codes to past customers. If a new customer hires you with a previous customer’s discount code, the new customer gets a discount and the previous customer gets a credit toward future services.
Exhibit at Local Home Expos :
Many cities and regions have occasional home expos. These are shows where homeowners can learn about all the latest updates in the services they may need, while also meeting their local service providers.
Not everyone likes to socialize and sell themselves, but these expos are vital opportunities. You have an audience full of people who are potential customers, so be sure to get involved.
Signage on Your Van/Truck :
Half the battle with marketing is simply getting your name out there. The more a customer sees your name, the more they’ll see you as a legitimate, trustworthy company.
One cost-effective way to spread the word is by using the space on the side of your van or truck.
This actually serves two purposes. First, it gives you more visibility. Second, it gives you a more professional image. If you pull up to a customer’s home in a branded van with a name you’re trying to stand behind, as opposed to a beat-up anonymous truck, it adds a layer of credibility.
Building Your Online Reputation :
Here we are, back at trust again. Online reviews are one of the most important ways to get new business (or avoid losing new business).
Looking up online reviews is common practice for consumers today, especially if they’re making a large purchase like an HVAC repair. Build your online reputation on Google, Yelp, Angie’s List, and more by encouraging happy customers to post reviews.
Setting Up Your HVAC Business for Success :
An HVAC business isn’t always an easy one to start, and it takes dedication and planning to make it work. But with the tips above, you can build up your business and secure a future for your company.
For more help starting or growing your business, check out our business tips blog.
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