When it comes to selling HVAC in creative ways, it’s easy to hit a roadblock, especially when you’re trying to set yourself apart from your competitors. Below, you’ll find eight effective techniques you can incorporate into your marketing to boost your HVAC sales.
- Educate your customers.
- Use humor.
- Be active in the community.
- Create a slogan.
- Create a Google business account.
- Let your work speak for itself.
- Think about what has worked for you in the past.
- Create a referral system.
1. Educate your customers.
Far too often, business owners make the mistake of thinking that by educating their customers, they could potentially lose business. This, however, is far from the truth. When you educate your customers, you not only create a space to build long-lasting relationships with them, but you also increase your business’s credibility.
By educating your customers on the ins and outs of how to keep their ACs properly maintained, how to keep their bill low, and how to fix small AC problems, you portray yourself as an expert. And customer education doesn’t have to stop there.
Talk to your customers about how to use the various products you offer, whether that be after an installation, via video on your social feeds, or even through e-mail marketing. After all, what good is a product that they don’t know how to use?
2. Use humor.
Easily one of the most overlooked marketing strategies, humor is a great (and highly effective) way of getting potential HVAC customers’ attention. Not only do you give potential customers a laugh, but it also makes your business memorable—you set the stage in their mind to be remembered. A good HVAC meme or a funny employee video will immediately help you to stand out from your competitors.
3. Be active in your community.
By being active in your community, you can more organically reach new HVAC customers. This is a way for you to, in person, show what you’re about and what you have to offer to your community.
Whether it be skill development opportunities, fundraisers, or benefits, it is paramount that you take the time to show your face and, consequently, your business, to your community. You will undoubtedly build relationships that can help your HVAC business in the long run. (Pro tip: be sure to keep some business cards on your person!)
4. Create a catchy slogan.
Subconsciously, there are dozens of catchphrases that live in our minds. From “Just do it,” to “Save money. Live better,” upon hearing these phrases, a brand name and logo immediately comes to our minds. When you create a catchy slogan for your HVAC business, you create the same mental process in your local community and for all your potential customers. Think of something catchy and concise that really captures your HVAC business.
5. Create a Google Business Profile.
Google is, by a landslide, the most popular search engine on the web. Of the billions of searches performed on Google each day, a whopping forty-six percent of them are people looking for local information (HubSpot). That being said, when you create a Business Profile with Google, you’re then able to alter how your business shows up in Google search results and in maps. After all, what’s a phenomenal website if none of your customers can find it?
6. Let your work speak for itself.
If you provide quality HVAC services, then half of the work is already done for this HVAC marketing technique. Now, you just have to remember to snap photos and videos of your work. Whether you take pictures of new installations or snap a photo with a happy customer, people love to truly see what it is they’re looking to purchase. As a matter of fact, “63% of consumers said good images are more important than product descriptions” when it comes to making purchase decisions (CrowdRiff, 2021). Make the effort to remember to snap photo and video so that you don’t miss out on those visual marketing tools. Upload them to your website, Google Business Profile, social media, and you could even send your photos to your local newspaper.
7. Create a referral system.
One super smart way to market is to let your customers do it for you. Since “92% of consumers around the world said they trust… recommendations from friends and family above all other forms of advertising,” one of the most effective ways to market your HVAC business is to create a referral system. Reward your customers with a discount (or whatever reward you see fit) if they refer a friend to your business or if they leave a review on your site.
8. Think about what has worked for you in the past.
As you market your HVAC business, you may find that some strategies work better than others for you. Did you have the available resources to execute one strategy better than another? Or maybe there was a strategy that you simply enjoyed executing more than the others, so you poured more energy into it. Despite how or why such marketing techniques worked for you in the past, master them! Pin down what made it effective for your HVAC business and create multiple campaigns from it based on different concepts. If it’s not broke, don’t fix it!