Today’s Consumer Wants Three Things From You
If you read our last blog, you know that there are now more ways than ever for HVAC contractors to reach their target audience. However, getting the message out there is only half the battle. Without a message that speaks directly to your customers’ desires and needs, your marketing efforts could be falling on deaf ears. Read on to see what your target audience looks for in an HVAC contractor.
HVAC Knowledge & Credibility
First and foremost, consumers look for credibility when choosing an HVAC contractor. No matter what the product or service is, people want to know they’re getting quality for their money. So how do you prove your worth as a heating & cooling provider? For starters, you should be easy to find. If you’re not on the first or second page of Google’s search results for AC services in your area, your chances of being found are minimal. Online shoppers rarely consider search results past the first or second page as the top choices for services. Advanced SEO tactics will improve your search engine rankings and increase your credibility. In addition, post blogs that demonstrate your industry knowledge and provide helpful HVAC tips to today’s information hungry consumer.
For today’s consumer, convenience is invaluable. People will often pay a higher price for services if it means less stress and time spent shopping. There are various ways to make things easier on your customers. Your website should be simple, easy to navigate, and most importantly, mobile-friendly. If consumers can schedule AC or heating repair from their smartphone instead of having to open up their laptop, they will. Also, you should be easy to contact. Is your business info listed on different directories and social media pages, or is it only on your website? Finally, you should have a quick response time to customer inquiries on social media. A prompt response to a customer’s message will give them great incentive to contact you again.
Superior Customer Service
At the end of the day, nothing beats reliable customer service, especially when it comes to HVAC. It doesn’t matter if you have the best rates or the most experience. If your customer service isn’t better than your competitors, you’ll lose business. Do your customers have multiple ways to reach you when they have an AC emergency? Can they expect a quick, friendly response when they reach out on social media? Do they feel like they’re your #1 customer, even when your phone is ringing off the hook? These are the differentiating factors that separate you from your competitors in the eyes of a consumer. Elevate your HVAC business with superior customer service, and the results will follow!
HVAC is an industry founded on and rooted in the trust that exists between contractors and their customers. Your technicians enter people’s homes and provide their families with year-round comfort and safety. They need to trust you like a neighbor, which means they need to know you like a neighbor. And there’s no better way to give your business a human face than with social media. Some of the most trustworthy HVAC contractors out there have no brand image, making them easy to overlook. Why not break through the noise with a social media presence unique to your brand? People like doing business with “Real” people, not companies, and social media gives your company a personality that will connect with your target market in ways other advertising methods can’t. Social media is also a great source of word-of-mouth marketing, one of the most valuable sources of leads for HVAC contractors.
The modern consumer has a unique ability to compare several providers at once, all without leaving their living room. They can research the scope of services provided, service areas, and prices to determine which contractor meets their individual criteria. So how do you ensure that your business out-competes the countless other HVAC contractors that your target audience encounters? One word: Value. Offer maximum value for your services, and you’ll generate new leads while retaining your current customers. Keep in mind that value isn’t the same as “low-cost”. You know that most low-cost providers offer subpar services to match their cheap prices. Nonetheless, you have to show your customers why you’re worth the price. You offer excellent HVAC services, so your rates, while fair, reflect your quality. Let people know they’re getting the most bang for their buck, and they’ll be happy to do business with you.
Effective marketing strategies can expand your brand’s presence, even when people don’t necessarily have HVAC on the brain. However, when the AC goes out during a scorcher, or the furnace shuts down during a snowstorm, your customers will come running to you, not the other way around. When this happens, it’s absolutely essential that you can provide fast service with a rapid response time. The easiest way to turn away a lead is to tell someone it may be days before you can repair their equipment. On the other hand, fast response time to a service call is more than likely to earn you a repeat customer. If you can say, “Yes, we can do that!” while your competition says, “No, we can’t”, you’ll earn a rock-solid reputation as the go-to HVAC contractor in your area.
Remember to take your “Contractor” hat off and think like the consumer thinks. They want to “Trust” your company provides them with “Value” in a timely manner, they want it ”Fixed Now!” Modeling your HVAC business around these core beliefs will help you outpace the competition.
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