and put on the consumer hat!  We have a lot going on running a heating and air conditioning business…..but do we really know “The Homeowner’s Frustration?” They have a problem with their A/C system, and they just want it fixed.  It’s time to take off the contractor hat and put on the consumer hat.

Let’s make it easy for them

Remember the consumer is not very familiar with this process.  They don’t call a heating and air contractor every day, and remember from our recent article (Why Did We Lose the Sale?), the average homeowner only purchases a new hvac system on average 2.5 times in their lifetime.  So, they don’t speak our language of SEER, AFUE, and HSPF.  Think of it like this; we speak Spanish and they speak French……we don’t understand each other.

It’s not an easy process for the consumer…..

Ok, you’re now the homeowner.  You walk in your house after a long day at work, and what do you find?  Your house is HOT, the A/C is out!  So what do you do? …. other than go into panic mode!!!

• You check your thermostat, does it have power, batteries?
• Check your breaker box, any tripped breakers?
• Is the outside unit running?
• Is there cold air coming from the vents?

If the homeowner determines it’s time to contact a professional, then what?  Some may have a relationship with a local air conditioning contractor, but many homeowners do not.  In the old days, you went to phonebook and looked up air conditioning companies.  But when is the last time you even laid eyes on a phonebook?  Or you called a neighbor to enlist help, uh oh it’s 2019, you may not know your neighbors that well…..sorry but it’s true.  So, today’s consumer uses the latest technology at their disposal:

• They post their problem on social media: Facebook, Instagram, or Twitter asking for a reputable contractor
• Maybe they check the neighborhood app: Nextdoor
• Of course there’s Google and other search engines….

The Next Step after the initial search phase

Alright, here is where it gets good.  Your next potential customer has gotten some information via a recommendation and has decided to search on their smartphone.  Remember they are still in the “Oh S**t” moment of, “I don’t have air conditioning” in my home.  That’s not a good place to be, and they want to move away from that place as soon as possible.  Now that they have a recommendation or two, they start the rapid research phase…..

A Quick Judgement is Made about your heating and air company

The distressed homeowner looks up air conditioner repair or another related search, and they find…..we’ll call them company “A” on their favorite search engine.  And let’s see what their search returned….

Contractor “A” – Here’s their stats:

• They have a website, but it was built in 2002.  It has limited information, it’s not optimized for mobile,  has outdated coupons, and kind of “hang the open sign in the window” approach.
• Google shows only 3 reviews, and their rating is 3 out of 5 stars.
• The company has a Facebook account, but it hasn’t been posted to since 2016…
• And they are registered with the BBB or Better Business Bureau, but do not have any reviews.

Hmmm…..let’s look at the 2nd contractor.

Contractor “B” – “Our shining star”:

• Their website is modern, mobile optimized for the smartphone(which the distressed homeowner is using), it has “Call to Action” buttons to schedule service and it promotes coupons for savings on service calls, and it screams fast, reliable air conditioning service.
• Contractor B has over 100 Google reviews, many of them recent, and a 4.7 rating out of 5 stars.
• They have active Facebook and Instagram accounts that show recent job site pictures and happy homeowner recommendations.
• The company is BBB registered, rated, and has many positive reviews.

Contractor “C” – Remember we were taught by our parents to get “Three Estimates” right?

• No website to be found.
• A Google listing that shows the picture of a house, and the listing has not been claimed.
• There is an old link to a “My Space” account.
• I know this getting a little ridiculous…..

Who do think they called…….

Broken Promises, told one thing and…..

Congratulations you are the lucky contractor that gets the chance to win over this customer for life.  The homeowner just wants their A/C fixed asap.  So, we tell them we can have a service tech at their home tomorrow afternoon……the new customer begrudgingly says “ok, that will be fine.”  Fast forward to the next day, and the homeowner takes the afternoon off of work in order to meet your technician.  It’s about 2:30 pm and no one has contacted this excited new residential customer.  So, they decide to call your office, and the receptionist answers and checks with the dispatcher……They come back on the line with their “shiny new” customer and says, “We should be at your home by 4:00 pm.”  The homeowner feels somewhat relieved…..Now it’s 4:15 and still no knight in shining armor to fix the air conditioner.  Now the technician contacts the homeowner, and says that their current call is taking much longer than anticipated…….“Can we come tomorrow morning?  You’ll be the first stop!”

Do what you say you’re going to do

We have to be courteous, respectful, and do what we say we are going to do.  I know we are stereotyping the HVAC industry, but I’m just trying to convey some common issues homeowners experience with residential service providers.  I’ve personally had some awesome  customer service experiences and some that have been less than stellar…..and that’s putting it mildly. There are so many outstanding service companies today, and the consumer is taking notice!  Today’s consumer is expecting you work around their schedule and provide the highest quality service and workmanship……or they will find someone that will provide it.

Put Yourself in Their Shoes

Think like the consumer and not the contractor, “walk in their shoes.”  They are unhappy and uncomfortable…..They just want an easy solution to take them back to their “comfort zone.” Make is simple and easy!  Remember, often times they don’t know what kind of system they have, they may think their air conditioner is a Honeywell or White Rodgers……I’m being serious!  Make the scheduling process easy from the start to finish. Live operators answering the phone even after hours……Forms to schedule service on your website……and stick to your appointment time.  Also, be flexible with your service times.  Early evening and weekends work great for consumers!  Throw your contractor hat away and wear the consumer hat……You’ll be surprised at the difference it makes in your sales!

As contractors, we wonder about this constantly……from quote to quote, why did we win this job and why did we lose that job?

They had a lower price?

That’s what we think in the heating and air conditioning business.  The other company won the job because their price was lower. And we all know pricing for replacement jobs can be all over the board.  The price can range from $5000.00 to $15000.00…..even for same brand of equipment.  So what does the consumer think?  It’s confusing for the homeowner!  Remember the average person only purchases a new heating and air system 2.5 times in their lifetime.  Let’s make it easy for them.

They provided the solution the buyer was looking for…..

It’s more than price these days.  Would be buyers have become very tech savvy.  They have so much information at their disposal regarding the products we sell today. Often times the buyer doesn’t really know what they want, we have to lead them down the path.  The consumer may mention a particular brand they want, but studies show they still trust in the contractor’s recommendation.

Are we as contractors asking the right questions on the sales call?

• Do you have hot and cold spots in the home?
• Have you considered zoning?
• How does your ductwork look?
• How long do you plan to live in the home?
• Do you have allergies?
• Would you like to be able to access the system remotely?
• Did or does your current system keep your home comfortable?
• How are your utility bills?

Sometimes the competition is asking the “right” questions and really getting the homeowner involved in the purchase process.  Yes, homeowners can and will get excited about the buying process.  We just have to undercover what their true needs are, and we must satisfy those needs for them.  Often times, if we ask the right questions, we may uncover needs they didn’t know they had!

The Competition is Fierce

The consumer also has a multitude of options beyond the local contractor today:

• Thumbtack
• Home Depot
• Lowe’s Home Improvement
• Costco
• HVAC Direct
• National Air Warehouse

Today’s consumer thinks buying a new heating and air conditioning system is like purchasing a standard home appliance.  They think it’s just like buying a new tv or refrigerator.  They look at different brands or manufacturers, look for similar specifications or features, and then they compare price.  The consumer doesn’t understand it is more about you “the contractor” than the brand of equipment.  They are ready to buy on features and price.  We all know that is not how it works.  We have to come out to measure, check ductwork, see if the electrical matches up, check installation limitations, etc….you know the drill.   But Look out!  The times are a changing!  The outlets listed above are catering to how consumers operate today.  Look at how the home selling market is changing.  You can simply list your home through an online service, or have the real estate company or agent buy your home outright. You don’t even have to list your home and worry about showings!  Same goes with the car market.  You can buy your car online and have it delivered.  Have you seen the Carvana ads?   And wait there’s one more, the food delivery services.  Think about Door Dash and Uber Eats.  They will bring food from just about any restaurant to your doorstep.  The point is…..Times are a changing!

They worked around the customer’s schedule

For many years, we contractors had “contractor” schedules.  This didn’t really align with the consumer’s schedule.  We went to work early in the morning, so we could leave in the afternoon.  The old mentality of “the early bird gets the worm”.  This worked well for us, but not so much for our potential customer.  The average consumer is very busy during those hours.  It is often difficult for them to take time off of work to be home to meet us.  And heaven forbid, we cancel an appointment or delay it!  So, many of today’s  heating and air companies are beginning to work around the consumer’s schedule.

• Weekend appointments
• After Hours
• Whenever it’s convenient for the customer

Try it sometime, you may be surprised how well it works!  I bet you’ll increase your closure rate!  And, even your employees may prefer the non-traditional work hours.

They made it easy to do business with them

This may one of the biggest reasons we lose sales in the residential HVAC business.  The other company made it easier to do business with them.  This can accomplished in many ways.

• All around great customer service
• Installing around the buyer’s schedule (nights and weekends)
• Offering financing
• Accepting Credit Cards
• Online scheduling

Appearance is Everything

Have you thought above some of your personal buying habits?  Why you do what you do as a consumer?  Why do we go to Starbucks?  They are not the cheapest coffee.  Maybe we perceive it is better, there’s a sense of belonging when you go there, and maybe it’s just better coffee.  Appearance is huge when it comes to the residential HVAC business.  The general public sometimes has a stereotype when it comes to contractors.  Please don’t get mad…..but sometimes consumers associate certain traits when it comes to the contracting world.  They have become accustomed to bad service, poor quality, poorly dressed, and generally unprofessional business practices.  What if we change all of the consumer’s misconceptions?  We provide great service, show up on time, uniformed, and deliver beyond their expectations.  What do think would happen?  Here are some other things that influence consumers buying from you:

• Uniformed employees
• Spotless vehicles
• Great online reviews
• Community involvement
• Background checks and drug testing
• Employee photo ID’s

So their price was Higher after all

Often times we find out the other contractor awarded the job did indeed have a higher price.  Studies show that only a small portion of the population buys on price.  The vast majority make purchase decisions based on the highest perceived value.  Let’s spend our time and energy working on how we can deliver higher value, versus seeing how we can cut costs so we can do the job cheaper.  If we all work on what matters to today’s consumer; we will all win more jobs.

Marketing an HVAC company is a continuous process that, by its nature, is never finished. Whether it’s the season of the year or the state of the economy, internal and external factors will shape the way you promote your business to your target audience. However, there is one facet of your marketing strategy that should remain constant. Your business may grow and your customer base may evolve, but your core message will stay the same. Read on as we explore the most compelling ways you can communicate your business’s message to the world.
 

Why is a core message so crucial?

Do you know what your core message is? This may seem like a simple question, but it can be surprisingly hard to provide a simple, honest answer. Well, let’s start with examining the meaning of “core message”. Think of your core message as the “theme” of your business, or the “It Factor”. If you had to define your business’s purpose in a few words, you would eventually discover its core message. The core message is how you would describe your company to your customers if you were only allowed to use the same sentence each time. It’s the sum of all your values, strengths, and differentiating attributes that set you apart from your competitors. When viewed this way, we like to think of it as your “USP”, or Unique Selling Proposition. What do your customers need to know to choose you over the competition? That’s your core message. This message should resonate throughout your marketing strategy. It should inform all your promotional efforts, whether implicitly or explicitly.
 

How to convey your HVAC company’s core message

Your USP should be the subtext of everything you communicate to your customers, whether it be advertisements, blogs, or an informational webpage. But how do you convey a core message to your customer base? Well, that depends on what the message is. At Effective Media Solutions, we’ve found that most HVAC company’s USPs fall under three broad categories: Trust, Value, and Fixed Now.

Trust: The emotional appeal

This is perhaps the most powerful way to attract consumers to your business. As humans, we’re guided by our emotions, and the way we feel greatly affects the choices we make. This is particularly true in the world of HVAC. The success of your business depends on the trust that you cultivate between your company and the people you service. As a result, pulling back the curtain and relating to your customers on a personal level is a great way to strengthen that connection. Are you a family business? Have you served the same community for decades? Is there a charity you’re passionately involved in? Does your company focus on green, environmentally friendly comfort solutions? Be vocal about what drives you, and consumers will identify with and gravitate towards your business. If trust is a major part of your core message, social media is critical to your marketing strategy. Social media allows consumers to get to know the people behind your company, reinforcing the sentiment conveyed through your core message. In addition, blogs provide an excellent space to illustrate your company’s USP. Choose topics such as “5 Tips to Save Energy and Reduce Your Carbon Footprint” or “Jones Heating & Air: Serving Our Community for 50 Years” to build a bond with your audience.

Value: What all consumers want

While trust is important, there is a significant demographic that considers value above all else when choosing an HVAC provider. If your business satisfies their needs, then your core message is simple: “We provide the maximum value for HVAC services in our area”. Of course, you must be able to back up a core message centered on value. Today’s HVAC customer will use any and all resources available on the internet to make an informed, shrewd decision as to which contractor is most valuable to them. Furthermore, if they don’t believe your value lives up to your core message, they’ll make sure the world knows it via online reviews. Remember that value isn’t synonymous with low-priced. You want to maximum your customer’s perceived value so they feel their dollars have been well spent. Excellent HVAC service at a moderate price is much more valuable than mediocre service at an “unbeatable price”. If you offer more value than your competition, then all you need to do is spread the message far and wide. TV, radio and digital ads all reach large customer bases in various geographic areas. Whether your focus is quality service or unbeatable HVAC repair coupons, the goal is maximum exposure.

Fixed Now: The simple, effective HVAC message

At the end of the day, people want fast, reliable HVAC services. At Effective Media Solutions, we specialize in raising “top-of-mind awareness” among your customers. Nonetheless, the fact remains that many consumers only think about HVAC when they need repair. They want their furnace or air conditioner “fixed now”, plain and simple. If your company excels at quick response time and efficient repair, then fixed now should be at the heart of your core message. Your slogans and taglines should be phrased to reflect this USP. In addition, promote preventative maintenance plans which offer priority or emergency HVAC service to preferred customers. Prompt service is one of the most effective USPs an HVAC contractor can boast.

Trust, Value & Fixed Now: The Keys to HVAC Success

The three tenets of Trust, Value and Fixed Now provide an intuitive, straightforward template to help you craft your business’s core message. However, they also serve as guideposts for a healthy HVAC company. While you may find that your USP mostly aligns with one of these principles, the fact of the matter is that you need all three in order for your business to be successful. Promoting quick service is a great way to attract customers, but if they don’t feel a sense of trust with your company, or their perceived value is low, they won’t be coming back. Broadcast your strengths, but make sure your whole house is in order!

Once you determine your core message, the rest of your marketing plan will fall into place. In fact, you may even discover a direction that breathes new life into your business! Are you ready to identify your USP and craft a distinct core message for your HVAC company? Call Effective Media Solutions today, or click here to get in touch with our marketing team!
 
844-533-HVAC
 
Will Young
Digital Content Manager
wyoung@myeffectivemedia.com

Grow Your HVAC Business in 2017

If you are serious about growing your Heating and Air Conditioning company in 2017, and I know you are!  Let’s look at a few simple things you can implement that drive big returns for your company.  These techniques are simple, cost effective, and drive sales!

Develop a Referral Program

Referrals are a must for heating and air conditioning companies!  The average consumer knows very little about their home’s hvac system and even less on who to call for service or installation.  Studies show most home owners don’t even know the brand of the equipment that keeps them comfortable.  Word of mouth marketing is huge in our industry.

Take Advantage When You Are Top of Mind

Strike while the iron is hot!  Heating and air conditioning services are out of sight and out of mind to the consumer……except when they need you!  So capitalize on the opportunity when you come out and fix their problem…..You are their hero!  So, it’s time to use that to your advantage.  Here are a few simple things you can do to drive referrals:

• Offer a coupon for future services
• A gift card for their favorite restaurant
• A donation to their charity of choice

Email Marketing

In today’s digital world, having your customer’s email is vital!  It’s probably more important than having their phone number.  Email marketing is a great tool to keep your company and it’s services top of mind with your customers.  Remember the average consumer is not thinking about heating and air conditioning.  Email marketing can be used in many ways:

• Maintenance reminders and scheduling
• Special offers during the slow seasons
• Other services you offer (Ex. duct cleaning or indoor air quality upgrades)
• Follow-ups from recent service, installation, or maintenance visits

This leads right into the last method to grow your business in 2017…..

Review Program

Effective Media Solutions helps our clients reach out to their customers on a regular basis.  The week after a service, maintenance, or installation visit, we send an email to each customer promoting how important customer service is to the company.  We ask the customer to rate their service experience.

• If they had a great customer service experience, we have a link to send them directly to the contractor’s Google Reviews.  The link takes them exactly where they can leave a review, no extra steps or clicks……easy!
• If there was a problem, we have a link to a hidden landing page on the contractor’s website.  The customer can leave comments which go directly to the HVAC company and are not seen by the general public

How This Helps Grow Your HVAC Business

1. Referrals is an inexpensive way to gain new leads and ultimately new customers.
2. Email marketing keeps you in touch with your current customers, prompts inactive customers to become active again, and promotes other services you offer.   It also is a great way to become more efficient in scheduling maintenance and service visits.
3. Reviews are what help people rate your company in today’s world.  It also is a key component Google looks at for organic rankings for your website.

Sometimes it is the SIMPLE things that can matter the most!  Remember the three Must Do’s for 2017 for your HVAC company:

1. Create and develop a Referral Program.
2. Implement an Email Marketing Program to your customer base.
3. Ask for and promote Reviews from your customers.