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HVAC Lead Generation: Turning Neighbors Into Leads (And Profits)

FieldPulse | September 6, 2017

Going from one job to the next, providing solutions that today’s world demands. 

This is one thing that HVAC professionals have in common. But what if you could take one job and turn it into many more? And how?

By taking HVAC lead generation to the next level by reaching out to your customers’ neighbors. The opportunity is out there, if you embrace it.

Here are the 7 steps you need to take:

#1. Keep Well-Maintained Records.

You want to have as much customer information as you can, at all times, when you look them up. The best way to do this is to use HVAC software that allows you to store a customer’s name, phone numbers, email address, physical address, and service record. By doing this you’ll be able to have the data you need to get the best results from your marketing efforts.

Not only does this help you track your customers and retarget them to keep your company in their sights, but it also helps you when you’re ready to reach out to their neighbors as this article discusses.

#2. Choose a Mailing Partner For Your HVAC Business

Rather than having to drive around your customers’ neighborhoods writing down every address, it’s best to partner with a company who already has their hands in the world of direct mail. This will save you a ton of time, and automate this HVAC lead generation technique so you can focus your attention on the more pressing matters on your plate.

Two companies that come to mind in the world of direct mail for contractors are Quantum Digital and TargetNeighbors.com

There are different options for the types of mailing that they can send out, but the better option (and more cost-efficient) is probably going to be postcards. You simply provide them with the information on your customer that they need, and they’ll get all the addresses of their neighbors together and send out your marketing piece.

#3.  Appealing Mailing Materials

If you’ve just done work in the neighborhood, make sure that the mailing highlights that. Also, consider offering a special promotion since they’re in a neighborhood where you just worked. On top of all of that, make sure that your piece truly catches their eye and makes them want to call you.

This is where you need to pay close attention to the proof that’s sent to you before they print it and send it in the mail. If you’ve got a creative side to you, you’ll have no problem helping them come up with something that fully suits your company. First impressions are indeed lasting impressions.

#4. Consistent HVAC Marketing

You can’t just “set and forget” marketing tactics, but you can make sure that your HVAC company’s differentiators consistently shine through. In every piece of marketing material, reinforce the aspects that your company does better than any other HVAC company. That could be repairing old systems, economical installs of new systems, a friendly touch, or a high level of customer satisfaction. Whatever it is that makes your company better, continue to drive home that message. But don’t fall in love with your own reflection — if your message isn’t working after several months, you may need to try something new. 

#5. Reinforce Brand Recognition With Signs

The more times that people see your company, the more likely they are to remember you when they need your service. Don’t hesitate to see if some of your customers will put out a sign advertising your company in their front yard. You could even incentive them by offering a discount if they’re willing to help.

#6. Target Your Customers’ Neighbors

One customer could easily turn into several customers by simply sending out promotional materials to their neighbors. By sending direct mail to your customers neighbors consistently, your marketing materials plus the word of mouth from your past customers can give your business a revenue boost to help you prosper. It’s all about thinking outside of the box – even when it seems like it’s the simplest of ways to reach new customers. 

#7. Additional Ways to Increase Lead Generation Success

Bundle Services at the Right Time of Year

Bundling inspections with parts replacement prior to summer or winter is a great way to get leads. HVAC lead generation success is often a matter of when the customer’s system starts to have issues. But customers will respond to offers that keep them out of trouble, especially if it means a discount on anything they might need to keep their system in working order.

Tape Your Business Card

Always tape a business card to each piece of equipment, whether that’s the air handler, the cover for the compressor, or the door to the attic or closet where the equipment is located. You want to be the first call that is made the next time the need arises.

New Business Referral Discounts

Offer discounts for customers who refer new customers. People love being matchmakers, and that includes connecting their friends to new service providers!

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