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Heating & Air Marketing Suggestions ???

by davidkimball
14 replies
Hello All --

I have someone who is worried about the coming downturn in his business after the summer/fall A/C customers die off for the season.

What are some ways I can help him now to set up for a better time selling his heating services?

David
#air #heating #marketing #suggestions
  • Profile picture of the author sdentrepreneur
    I would create a Facebook Fan page, then would also create some videos and articles or blogs keyword driven to get these on Google Page one.
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  • Profile picture of the author ShaneBoyd
    Good Lord. There are too many ways to mention here.

    I'm a student of Dan Kennedy. Your friend should be too. However, to take a page out of Dan's book Here you go.

    Rent a mailing list of home owner's who have been in there home over 10 years. This is a EASY list to get from a list broker.

    Why 10 years? Well...I'm a home inspector and have been for 6 years. Heat pumps begin to fail at or around 10 years of age.

    If your friend has a list of home owners who have been in there home for 10 years, odds are their heat pump needs serviced.

    Send a letter introducing himself with a good headline, a call to action, a deadline and an expiration date.

    He will get a response. (Make sure he gets at least 1000 names).

    For the people who don't respond, send a post card 2nd notice. Again, good headline, offer, call to action and expiration date.

    He will get a response.

    For those that did not respond to the 2nd notice, send them a LETTER for the 3rd notice. Again, good headline, offer, call to action and deadline.

    He'll be busy through fall and winter.

    THEN

    Rinse and repeat.

    This works all the time...NEVER FAILS.

    Enjoy,

    Peace


    Shane
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  • Profile picture of the author Hamish Jones
    Originally Posted by davidkimball View Post

    Hello All --

    I have someone who is worried about the coming downturn in his business after the summer/fall A/C customers die off for the season.

    What are some ways I can help him now to set up for a better time selling his heating services?

    David
    Has he asked for referrals from his existing customers?

    He should look at setting up a referral program to incentivise his current clients to refer their friends and colleagues.
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    • Profile picture of the author davidkimball
      sdentrepreneur, yes I will get him into that thanks.

      ShaneBoyd, Wow this is a great strategy. Makes so much sense and will definitely implement this.

      Hamish, he does. As a matter of fact, he says that 90% of his business is referrals but not enough to keep them busy during the winter. He said that most people do not mind putting on an extra jacket or blanket.
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  • Profile picture of the author CDarklock
    Originally Posted by davidkimball View Post

    What are some ways I can help him now to set up for a better time selling his heating services?
    The two big ones for HVAC:

    In the fall, remind people how their A/C wasn't up to snuff during the summer but they just couldn't afford to have none at all while the work was done.

    In the spring, remind people how their furnace needed work during the winter but they just couldn't afford to have it off while the work was done.
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  • Profile picture of the author davidkimball
    Great idea, CDarklock. Took me a couple of reads to get it and then the light clicked. Definitely worth doing.
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    • Profile picture of the author CDarklock
      Originally Posted by davidkimball View Post

      Great idea, CDarklock. Took me a couple of reads to get it and then the light clicked. Definitely worth doing.
      Here in Washington, we have two months of the year - July and August - when we really ought to have air conditioning. When that happens, we never have the few thousand dollars we need to get it put in. By mid-September, we've forgotten all about it.

      Here's the plan I've always wanted to implement for an HVAC company around here. Around the time it's FREAKIN' HOT, send out mailers advertising how much it will cost to install air conditioning... and establishing a savings structure to have it paid for by next year. Remind people that even if they don't have the cash on hand to get A/C installed now, they can start planning to have it installed next year so they don't have to sit in this heat again.

      Basically, get people to start making small payments this year, continue making them through the slow part of the year, and then at the beginning of the season - before things start "heating up," so to speak - get their units in place and use their testimonials to get the repair business through the busy season.

      Imagine how much more effective it's going to be when you have a testimonial from last week about how awesome your service is, instead of last year.

      I think it's a winning idea, but I don't feel like pounding the pavement trying to talk somebody into trying it. Run it past your guys, and see what they think. If you make a whole shedload of cash, maybe you could send me some.
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      "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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      • Profile picture of the author davidkimball
        What a great explanation. I will run it by the main decision maker. Looking at your SEO Forever thing. Pretty interesting.

        Thanks, will return with feedback after our meeting.
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  • Profile picture of the author Matt.Lake
    You gotta love Dan Kennedy!
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  • Profile picture of the author pcpupil
    David,
    I am a subcontractor in AZ.Do you guys use swamp coolers over there?
    They need to be serviced before winter.Drain pan,lube cage bearings,remove belt,install cookie sheet,ect..

    Then,the gas furnace needs to have the filter changed,it should be shop vacumed out intirely,including in the furnace,burner part,and the filter part,ect...

    Then while your there.Show them with a bic lighter how the cool air from the attic will come down through the top plate,where the wires come down in the walls,and you will see the flame flicker around the swith plates,duplex plates,or anthing that has a cover on it.These need a small thin piece of foam padding,like the kind used behind the weather proof boxes to seal the air.

    Some windows that are not dual pane or insulated might need spome thick plastic put around them.
    How much insulation is in the attic?
    Team up with a friend,if you purchase the dry,blow in insyulation from Home Depot over here you can have the blower to use for free.

    Set up 2-3 jobs,from your existing customers,then do them all in one day.
    I did a small house by myself in 2 hrs,that was with my son feeding the hopper.
    And he had never done it before.

    Anyway,good luck.I know i need it.Im in home remodeling.After halloween no one wants ther homes tore apart for the holidays.
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    • Profile picture of the author abednego
      Originally Posted by pcpupil View Post

      David,
      I am a subcontractor in AZ.Do you guys use swamp coolers over there?
      They need to be serviced before winter.Drain pan,lube cage bearings,remove belt,install cookie sheet,ect..

      ...
      I can't speak on David's behalf... but depending where at in CA he's at, it may be too humid :-S
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  • Profile picture of the author davidkimball
    I am in central California, near Modesto. I see some swamp coolers but not many as it does not get too humid. Will still run that idea by him as there may be neighborhoods with some.

    Thanks also pcpupil for the other ideas.
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    • Profile picture of the author Tygrupe
      I would have him team up with an insulator and remodel contractor. Then provide a free inspection with any service work to show that he is looking out for their best interest. He can then provide a free report suggesting upgrade options for optimum efficiency that will pay themselves off in a few years.

      Upgrading insulation and windows have big tax credits right now and easily pencil in for the cost savings in a few years. He can work with the other trades to get a commission for referral work, while positioning himself as a expert professional looking out for their best interest by providing a free service that doesn't outwardly appear to be self serving.

      Of course the direct response marketing via mail works too. Make sure to send the 3rd letter as "lumpy mail" with something inside to peak their interest. People just can't resist opening an envelope with something inside of it....
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  • Profile picture of the author IMChick
    Targeted post card mailing for free consultation or discount post cards good for $$ off the labor portion of the bill, or first hour labor free, off season or pre-season get ready for (season) with an offer.

    Great suggestions here.

    Also pick up and devour dan kennedy. You will have so many ideas that you won't know which ones to choose from.
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