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Direct Mail: Proving to be the most cost effective way to grow HVAC & Roofing Companies

Why Direct Mail is proving to be the most cost effective way to grow HVAC and Roofing companies.

You just completed an install to a residential customer and once again are using “Hope” as your strategy to get additional word of mouth among those neighboring homes that have similar issues. After all, their homes were built at the same time, with similar materials and equipment, and the likelihood is very high that within a 50 home radius, 1-2 of those neighbors will be buying your services in the next 90 days. The big question is what are you doing to make sure the purchase is made from you?

HVAC and Roofing contractors are notoriously busy working in the field. However, the majority are working in their business and not on their business which can cause unexpected “lulls” and slow periods because of the lack of effective and consistent marketing efforts. In these industries, two tactics have proven to be the most effective form of advertising and they both utilize direct mail as the medium for delivering a powerful message to the consumer.

The first of these tactics is called Radius Marketing. Simply mailing as few as the 50 neighboring homeowners to a recent install can yield huge results. In fact, historically, for every 5 neighborhoods mailed, nearly 4 additional sales are made to neighboring homes experiencing similar issues. These neighbors should be mailed a minimum of 3 consecutive times over a 90 day period. The message is simple…”we just completed an installation for your neighbors on Berwick Drive! With all the choices available to them, they placed their trust in us. If you’re having similar issues, call the name [...]

By |January 15th, 2018|Categories: Uncategorized||0 Comments

How To Use Radius Marketing

The premise behind radius marketing is simple; mail a minimum of the 50 closest neighbors around every job a card that talks about the fact that you were just in their neighborhood. This not only builds additional brand awareness in the neighborhoods that you are working in, but by stating in the card that you were the name that their neighbors trusted for their recent job, it’s also an implied referral. Nothing is more important than trust, and without it, no business can occur. This helps establish that you are the trusted source among the neighborhood.

With any marketing, repetition is crucial. Mailing a neighborhood once can often have a residual effect for quite a while. Mailing it 3-4 times can make the world of difference. This repetition should be spaced out not more than 3 weeks apart. Just as you would never consider running a television ad one time, this is not different. We’ve seen business grow from a mom and pop to over $8M in annual sales using the rules of radius marketing, so don’t hesitate, because this one is too important to leave out of your marketing arsenal.

Contact us today to get started!

By |May 26th, 2014|Categories: SmartleadsUSA||0 Comments

Increase Your Direct Mail Results!

Increase Your Direct Mail Results With This Proven Approach:
Most homeowners receive one to two mailings in a year from different HVAC companies, creating no stand out in their minds. Imagine if you will, what would happen if you selected just a few neighborhoods where you have the best presence, and you mailed just 1000 pieces per month every month for a year. We know what happens, the results are staggering!

Because your business is typically only necessary when there are problems, we often are mailing to people that don’t currently have any issues. But at some point, as you know all too well, they will. And when they do, we want your mailer in their hands. By mailing to the same group of 1000 homes every month, you stay top of mind and position yourself in the mind of the homeowner as the company with the greatest presence in their neighborhood. We’ve consulted with companies that have done this religiously as their primary source of advertising, and today, these companies literally own the neighborhoods that they have gone after. This business is really about building your business one neighborhood at a time. The larger your company is today and the more you want to grow, determines how many neighborhoods you attack at the same time.

So let’s get to work on defining the neighborhoods and putting this to work today. Waiting until tomorrow just gives the competition time to get ahead of you. Imagine how you’d feel if the neighborhoods you want to target start getting a mailer every month from one of your competitors? Lock them up today, because being first gets the lion’s share of the business!

By |May 26th, 2014|Categories: SmartleadsUSA||0 Comments

How to Create a Captivating Headline!

One of the most important parts of any direct mail or print advertising is the headline. It must draw the customer in and either raise a question to which they want an answer, tap in to pain that they’re currently experiencing for which they seek a solution, or make a statement which establishes immediate trust.

With radius marketing for example, you’re headline can often establish immediate trust simply by stating you just finished a job for their neighbors on a specific street that they are familiar with. This creates a feeling of trust:
“We’re in your Neighborhood on Berwick Drive!”

Some others to consider would be:
“Is your dust level out of control?”
“Are you experiencing mold issues?”
“Is your house as dry as the desert?”
“Have you got Hot Spots in your house?”

“Are your allergies bad INSIDE your house? Consider a new air filtration system from ABC Company!”
Here we’re taping in to the pain they may be experiencing and offering a solution. Tie the headline in with a suggestive photo that depicts the headline, then offer the solution and a call to action. The call to action is important. You’re directing the prospect to do something and take immediate measures to resolve the issues you’ve mentioned.

Sit down with a pen and pad and think of each product you sell and what some of the issues someone might be experiencing that are most likely to need that product. Then create a question that taps in to that pain, and offers the solution.

By |May 26th, 2014|Categories: SmartleadsUSA, tips||Comments Off
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