Do you manage a small- to medium- sized HVAC installation and repair business? Do you own a family business that has been operating for years, but is needing to increase sales? If you are searching for HVAC marketing ideas and wondering how to grow your HVAC business and drive profitability, you have probably been searching for innovative approaches that optimize your company’s performance and increase workplace efficiency to drive your business’s bottom line.
Although we are nearing the beginning of seasonal downtime in the HVAC industry, here are six HVAC marketing ideas and strategies that you should consider implementing in order to take your business to the next level. Fostering personal relationships
Larger companies in your product or service market are usually unable to focus on the personal touch element to the same extent as small businesses. Due to these large-scale companies’ numerous employees, technicians, accounts, data, and transactional work, sometimes customers get lost in the mix, creating an impersonal experience among the clients, technicians, and office personnel. These bigger HVAC companies tend to widen appointment windows, or have billing issues because they are handling and managing mass amounts of data.
This is where customer service comes into play when trying to grow your smaller HVAC business. If your business is consistently delivering an efficient, client-oriented experience that makes it easy for the customer to understand not only the services being performed, but the reasoning behind the material and labor prices on his or her bill, you are gaining an advantage over large HVAC companies.
Smaller companies’ HVAC marketing ideas should place a special emphasis on obtaining clients within the community, setting the stage for relationship building among your business and these new or prospective customers. How many times have you seen social media used to recommend services and gather opinions about who to hire to complete certain jobs within a designated mile radius? Your friends post on Facebook about their AC being broken and ask something to the effect of, “Does anyone know a good repair guy?” Remember, that the majority of local business traffic comes in the form of current customer referrals, and the key to gathering these referrals is consistent, quality customer experiences.
Learn more about maximizing—and measuring—that personal touch from a managerial perspective here.
It’s hard to avoid discussing cost issues when it comes to maximizing your small HVAC business’s growth. Potential customers—and even current clients—often make decisions on which company to hire based on the price of services or products that are offered. In other words: people are always searching for a bargain, or at least the lowest price among similar goods and services.
The best HVAC marketing idea is to implement competitive pricing. You certainly do not want to undercut the market in your area to the point where your business cannot turn a profit; however, you should reasonably price your company’s field services according to the area in which you operate. Fair and transparent pricing attracts many potential customers, and is the catalyst for successful business relationships.
Ideally, your business should integrate some form of FSM software in order to track costs and pricing, making setting your company’s prices simpler and more effective. There are countless moving parts in an industry such as HVAC repair and installation, and it is imperative that your company accounts for each element that goes into making a successful business—specifically, using FSM software to ease the burden of tracking components that affect the your business’s bottom line.
Diverse product knowledge
Having an in-depth knowledge of your market sector is crucial for success as a small HVAC business. The mid-size and larger HVAC service market generally sells customers on brand-name, mid-quality equipment. However, if your smaller company can offer better, longer-lasting solutions at reasonable prices, you can easily gain new clients.
The key is knowing your market and the customers in that market by analyzing existing client information, and researching industry-specific data such as pricing and sales trends. After gaining more insight into your company’s particular market sector, you should have an idea of what to pitch to your potential and existing customers for the best business results.
For example, some people do not value or even place stock in brand-name products and services, while others are loyal brand-name consumers. The same theory of diverse customer opinions and buying styles is consistent across other platforms like cost, quality, warranty, duration, etc. Your goal: expand your product knowledge to better serve your customers in order to drive sales and gain new business.
Customer outreach and employee representation
Larger field service industry companies tend to budget and spend more capital on marketing campaigns for their products and services—sometimes up to 20% of their yearly revenue! Marketing tactics to grow your smaller HVAC business does not need to be this complicated or costly.
There are numerous avenues with which your business can reach people, including:
- Having an email database to send customers and prospective clients helpful updates about heating and cooling systems.
- Setting up automation prompts to send promotional emails to people on their birthdays.
- Actively monitoring your Yelp page along with other service ratings sites.
- Creating and implementing Google AdWords for “[name of city] heating and cooling” to draw in local business.
- Be yourself, and DO NOTreak the bank. (We know some agencies that help HVAC companies thrive, if you would like a referral.)
- When growing your small HVAC business, much of your HVAC marketing ideascare geared toward improving local perception. Every time a service representative goes into the field, they are going to be marketing your small business through his or her worksite efficiency, knowledgeability, and attitude. Make sure that your technicians realize that they are representatives for your small business’s brand.
Get involved in your business’s community! Create a Make-A-Wish group, or sponsor a local little league softball team. The best HVAC marketing idea and strategy is to get your business’s name out there.
We know a plumbing company (not HVAC, but with a similar business model) who sponsored a little league team in Texas, and ended up getting every set of parents as a customer—as well as many of their friends. By simply providing uniforms and equipment, this business gained 30+ new customers. That’s a huge return-on-investment, and a great example of how to grow your HVAC business.