Most Experienced HVAC Marketing & Advertising Agency in North Carolina
The HVAC market is exploding with the competition today, as major online companies are diving into it — and capture more of the market share. That’s why, now more than ever, there is more competition for brands in this industry — and why knowing how to use and strategize home services marketing is so important.
Planning and executing an HVAC marketing strategy is an enormous task even under the best conditions. And you need to devote a large amount of expertise and labor to make those marketing and advertising initiatives successful as well as cost effective. Most companies simply don’t have the resources required to make it happen. Fortunately, HVAC contractors can turn to Gtouchmarketing for all their advertising and marketing needs.
Gtouchmarketing’s expert strategists begin by performing in-depth research and analysis of your business and all the media in your region. Based on our findings, we then assemble a customized outreach program designed to communicate a singular message to your clients.
Depending on your particular market, we deploy both tried-and-true traditional media initiatives as well as the latest digital advertising strategies to achieve maximum exposure in your local area:
We have been in the HVAC business for more than 12 years, so we know every nuance of how your industry functions. As the nation’s largest and most experienced HVAC advertising agency, we have the requisite experience to help dealers get more customers… and keep them coming back for more.
No other agency possesses the depth of expertise in all forms of marketing, plus the tools and buying power to help with any type of media: radio, TV, cable, direct mail, Internet, billboards and more. We help create and strengthen dealer brands, pinpoint the best prospects, and select media with the greatest return.
In the 1990's, the cost to contractors of Yellow Pages ads was growing outrageous and, at the same time, the Yellow Pages were no longer generating large numbers of customer calls. In fact, customers were migrating steadily away from print Yellow Pages and onto the Internet.
I'm a contractor in Los Angeles, and in 1996, seeing what was going on, I built a website for my company. I soon learned that a website does little good if customers don't see it. So I began looking into how to get my contractor website to the top of Page 1 of search engines like Google. That's how I discovered Search Engine Optimization (SEO).
What Is SEO?
The purpose of SEO is to get your website listed on the first page of the major search engines: Google, Yahoo, and Bing. (Around 70% of searches are on Google, so I'll focus on Google in this article.) Making modifications to your website to improve your rankings on Google is "optimizing" your website. It's a way to tell search engines what's on your website and how helpful it is to people looking for local contracting businesses.
Google doesn't use humans to determine which websites are the most relevant for a certain subject. Instead, they rely on math formulas (called "algorithms"). If a searcher is looking for a "plumber in Boston," Google will, among other things, count the times a website says "plumber" and "Boston." It also counts how many links there are to that website -- how popular it is. Based on these bits of math and many others, it lists the websites most relevant to "Boston plumbers" in the order most likely to satisfy the searcher.
The Advantage of Being at the Top of Page 1
If Joe's Electric in Tacoma wants more customer calls, his website better be on Page 1 -- and preferably at the top. If you think about your own experience in searching, you'll know why. How often have you clicked on a website at the bottom? How often do you look further than the first page? In fact, statistics show that 90% of those who click on a website never get past Page 1 of the search engine. Over 60% of their visits are to websites in the top three ranks of Page 1.
If Joe's Electric were in a small town, Joe probably wouldn't face much competition. With a good website, Joe's Electric could soon be right at the top of Google. But as his electrical contracting company is in Tacoma, an urban area, he'll need SEO to get his website to the top.
Steps of Search Engine Optimization
The first step is to make sure that your website is search engine-friendly. This is "On-Site SEO."
- Include "keywords" and related words on your site. Keywords are the words and phrases a searcher types into a search engine when looking for your trade. For example, if you're an HVAC contractor, your site needs to include keywords like "HVAC" "contractor" "heating" and so on. These tell the search engines that your site is relevant to searches for HVAC contractors.
- Add informative articles about your trade.
- Make specific programming changes, for example, to include "Metatags" and "Site Maps." These are techie-talk for labels that help search engines better understand your website content.
The next steps, "Off-Site SEO" show Google that your website is trusted and popular. This is done by getting other websites to link to yours. Google counts each link as a vote of confidence.
Off-Site SEO -- Get Links to Your Website from:
- Local Business directory websites
- Social Networking Sites
- Article sites
- Websites relevant to contracting
How Contractors Can Do Internet Marketing
While SEO is no more complicated than a construction trade, it is a different trade from contracting, and it can become time-consuming. Most contractors don't build their own websites nor work on pushing them to the top of Google with SEO. Internet marketing professionals are available who can focus on getting you more customers while you focus on what you know best -- your trade.
Build Steady Streams of Qualified Leads for HVAC Company
All HVAC (Heating, Ventilating, and Air Conditioning) businesses have "profit ability", that is the ability to make a profit. But the ones that make profits have solid profit strategies and practices, coupled with consistent focus on pricing performance.
Step # 1. Maximize Your Current Opportunity by Charging the Correct Price.
• Know all your HVAC costs.
• Have a profit plan.
• Know your break-even (bottom-line price).
• Build value in your offering (sales process).
Most HVAC companies leave money on the table by not having proper control or management of their pricing. Invest some time in the management of your pricing and your bottom-line will soar. Having set prices in place allows you to maximize revenue productivity and your "profit ability", and even helps in deflecting pricing objections.
Step # 2. Maximize Revenue Productivity by Setting Benchmarks for Key Performance Indicators.
• Determine Key Benchmarks that drive business revenues (top & bottom-line).
• What gets measured gets accomplished.
• Expect 50% more from everyone (stretch plan).
• Provide necessary training and tools for profit success.
• Display benchmarks and performances.
• Reward for excellence.
Managing by benchmarks is a key component to your "profit ability". Knowing your numbers, especially your profit targets, gives you a clear roadmap to follow and helps you to stay on course when your profit vision gets blurry.
Step # 3. Maximize Your Current Customer Relations.
• Follow-up after Sale.
• Send monthly offerings.
• Send a personal note to top 20% of customers.
• Provide referrals to your customers for other non-competing services (builds value in you as a resource).
• Send Thank-you notes.
• Remember special dates/events (B/day, Holiday, promotion, etc...).
The initial cost to attract and capture a customer takes a big chunk out of your profits, so keeping your customers is a huge step in your "profit ability" factor. Having a plan in place to keep your customers fresh and attracted to you allows you to re-coup your initial investment in that customer. Studies have shown that it costs up to six times more to capture a new customer than it is to keep a customer- make an investment into keeping your customers, your bottom-line will love it.
Step #4. Leverage Your Customer Base
• Harvest all of the possible opportunities from your existing customers.
• Build an opportunity database with that information and market from it.
• Extend your HVAC product / service line to up-sell and cross-sell.
• Customize your offerings so that you differentiate yourself from the competition.
• Get and use testimonials.
• Get customer feedback on everything.
Your "profit ability" skyrockets when you can create repeat sales to your existing customers. Several different studies have shown that the longer you extend the selling lifecycle of your customer base the greater the increase of your overall profits. Have a plan in place that creates irresistible offers to your customers so that you can sell to them over and over again.
Step #5. Make Your Whole HVAC Business a Salesforce.
• Provide incentives to everyone in your business to sell.
• Make your customers become part of your salesforce by providing Outrageous value and service that they "BUZZ" to everyone about you.
• Reward everyone for referrals.
• Make your suppliers a sales resource for you by referring their products and services to others.
• Make it fun to sell for you.
Imagine what would happen to your "profit ability" if you got everyone involved harvesting opportunities and then converting them into leads and sales. The burden of having a huge sales force can be lessened by turning non-revenue producers into revenue producers simply by creating a selling environment throughout your business. Making this happen will have a huge impact on your profits.
Step #6. Have a Plan to Attract the Correct and Best
• Employees (Rank Best to Worst).
• Customers (Best fit).
• Vendors (products).
• Partners (banker, lawyer, accountant, etc...).
• Opportunities (networking).
Don't settle for second best, it costs you profits. Always look to improve the people and ideas you surround yourself with until you find the best possible fit for you and your "profit ability". The people around you are the conduit to your success; they provide the power and energy that connects your success to profits.
Step #7. Make Your HVAC Business Agile
• Automate as much as possible
• Outsource what you can
• Keep overhead as low as possible without sacrificing quality and customer experience
• Don't get it unless it is "YES" to this question; "Will it help me generate revenue and profits?"
• Cross-train employees
It is much easier to acquire costs than it is to shed costs. Make sure that you position your business to run lean and mean. Don't overburden the "profit ability" of your business with unnecessary overhead. Picture a wagon-train; you want more horses in your business than wagons.
Step #8. Keep Changing and Growing
• Stay in touch with current HVAC market conditions and adapt to changing needs.
• Challenge assumptions from within your industry (Be a Leader).
• Experiment with new ideas, processes and products.
• Never stop asking questions.
• Never stop learning.
• Grow from mistakes.
Never assume when it comes to making a profit. Profit slippage easily occurs when you take your "profit ability" for granted, or you become lazy in learning, stubborn with change and happy with status quo. Profits are fleeting moments that will slip away if you loose focus and stop growing.
Step #9. Share Your Success
• Have a profit sharing plan.
• Say "Thank-you" and mean it.
• Give to your community.
• Have a balance in your life.
Don't be greedy; give the people around you personal "profit ability" and watch your "profit ability" skyrocket.
Step #10. Always Deliver More Than You Promised
Keep all your promises.
• Always follow-up.
• Take care of problems.
We are focused on one goal: increasing dealer revenue by reaching the best HVAC prospects more effectively