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|Uncategorized|0 Comments|
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    Secret 3: The 20 Secrets of Creating the Most Powerful HVAC Business in the USA!

Secret 3: The 20 Secrets of Creating the Most Powerful HVAC Business in the USA!

Secret 3:

Never offer a percentage discount!  I have never been a fan of percentage discounts because there is no perceived value in the offer.  In your business, it’s difficult to give a dollar off discount as well because there is no established value of a new unit. As you know, units can vary in price by thousands of dollars, so it’s impossible for the consumer to quantify your discount when there’s this void of an established value.  SO what do I recommend you advertise?  Service specials or payment specials!  Service specials (my favorite being a free diagnostic house call) ignites trust in the mind of the consumer.  They realize you’re willing to invest some amount of effort and time in making the trip to their home.  Keep in mind when you get a call, it’s typically because they’re heating or air doesn’t work.  Here’s a guarantee – the more time you spend in front of homeowners that are having heating and air issues, the more new units you will sell.  It’s that simple.  So before you advertise a discount on a new unit or a percentage off, consider the fact that the customer really has no idea what that means to them.  A free service call however, is very easy to understand, and has a high perceived value.

 

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