Marketing and expanding your HVAC business is a difficult task, not only for new businesses but well-established ones as well. Competition for HVAC companies remains high, and differentiating your business from others key in ensuring success. This article discusses some innovative and creative methods that HVAC companies can implement, which take elements from retail and other industries to attract new customers, and retain existing ones.
Introduce Coupons or Deals
Businesses of all sizes can tremendously benefit from a providing customers with an incentive for choosing your company. One way to do this is through coupons or offering exclusive deals. Often seen in the retail and restaurant industries, this method provides a great deal of flexibility and is a relatively low-risk undertaking. Services like duct cleaning and tune-ups are all essential for homes and offering a daily deal may push customers to select your company over another. Utilizing popular discount sites like Groupon can help expand your company’s reach and attract new customers. Most importantly, coupons and deals gives business owners the power to decide what specific discounts they want to implement, as well as the ability to run multiple campaigns once.
Rather than thinking of your business as undercharging for a particular service, utilizing coupons should be seen as a customer acquisition tool. A simple coupon campaign has the potential to provide your business with lifelong clients especially if you provide them with quality service. When releasing coupons and discounts however, be prepared for a sudden influx of business. Train customer service representatives, dispatchers and field technicians to be ready for a sudden increase in workload. Make sure your team is well-staffed and all logistical considerations are taken care of.
Offer Extra Services
Competing against other HVAC companies is especially difficult if all companies offer the same service. For your company to stand out, consider offering complementary services to enhance the customer experience, and differentiate your business from competitors. Providing services like energy audits, air duct cleaning, and indoor air quality systems can work as a precursor for other services that may require a larger investment. Offering a series of lower margin services can be used to build towards bigger projects. By doing these for free, customers will be compelled to select your company as you will have already done the preliminary work.
Furthermore, offering bundles at a reduced costs, is also a great way to provide customers with both more options, and more business for you. By positioning your business as an all-in-one solution, you will be able to get the most out of each individual customer and increase your average price per ticket. Moreover, complementary services and creative service bundles will result in new customers and new jobs from repeat clients.
Get Involved in the Community
Although getting involved in the community is great for new businesses, older, well-established companies can also benefit from increased exposure as well. Utilizing the local media by writing relevant and compelling press releases, actively update social media and make connections with local journalists. This is a great way to get new offers or client case studies published in the media. Alternatively, utilize content marketing strategies by starting a blog and contributing to websites. Sponsoring local events like runs, walks or marathons is also a great way to gain recognition. Participating in these events and putting teams and groups together will not only expose the community to your company, but it will help in forming a positive public perception. Rather than setting up booths and handing out brochures, seeing members of a company participate and volunteer for local initiatives will help to build lasting relationships and give both new and old businesses credibility within the community.
The goal for all HVAC companies is to secure customer loyalty. The strategies discussed in this article provide businesses with innovative methods that not only work to promote loyalty, but also target gaining more customers. Also, many of these approaches can be utilized by HVAC companies of all sizes, and can be implemented at any time. Most importantly, introducing exclusive deals, extra services or bundles and increasing community involvement are all incredibly low-risk, yet high reward endeavors.