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June 12, 2024
Home services are only becoming more saturated in many states and regions. The question becomes, how do you make your services stand out beyond customer service?
There are approximately 145,000 HVAC businesses across the United States. Many are one-man and a van operators, families, and franchisees.
If you've made it to this article, you're definitely on the right path to learning how to manage and grow your business. What we're doing by writing this post is no different than what you need to do -- rank higher than your competitors for Google results.
Your neighbors will need your services at some point. Let the internet know you can fulfill their needs and have done similar work with testimonials.
And that's what we'll highlight in the following marketing strategies that can catapult your business to new audiences and life-changing revenue.
There are a variety of strategies to help you grow your business in this digital age. Many of these will only be as good as how much you see them through, in addition to your efforts in tried and tested methods like traditional door hangers, flyers, and car wraps.
Standing out in a saturated market requires you to be a little more creative and personal while doing most of everything below.
1) Freshen up your brand
2) Set up your Google Business Profile
3) Collect Customer Reviews
4) Promote your reviews
5) Create a sales-oriented website
6) Invest in SEO
7) Through Google Local Service Ads
We'll expand further on each one below.
Your company name stuck on a van is no longer enough to stand out in a highly contested market.
In a world where everybody is doing the same thing, a play on colors, slogans, and mascots can go a long way in how customers perceive your brand locally and online. Your company becomes unique.
When you have shirts, a vehicle wrap, and a website with a design that matches, you can disrupt many competitors that have not updated and revamped their brands with the times.
With your unique brand, you can go further digitally and rocket your business to new audiences.
An easy way to get ahead of the competition is to set up a Google business profile for your HVAC business and constantly update it as you introduce offers and make changes.
Customers do most of their shopping online. When they search for HVAC services in your area, your business should appear, and a Google Business Profile can help you with that.
Best part, it's basically free advertising, as you can create special offers and photos. Very cost-effective strategy.
Don't wait for customers to leave you a review. Solicit them as your regulars and maintenance customers will only come back in a few months or years. If you don't get their review, you miss out on the opportunity to improve your Google rating.
You can do this easily with Reputigo's review collection software, without any work needed on your end to request reviews.
Reviews can help you with SEO, social proof, and marketing as you can redistribute them on social media posts and your website.
Most customers today also search for 'HVAC services' and 'Heating repair' near me. Your ranking for these is dependent upon several variables and positive reviews play a big factor as one variable.
Word-of-mouth marketing is a very cost-effective way to get recurring and new phone calls. You can grow your business locally by optimizing to collect more reviews.
Your website is a 24/7 salesperson and you need it to scream you're the best HVAC service on the block for the reasons of great customer service and all the things mentioned in your reviews.
In a saturated market, a landing page that speaks clearly to the services you have to offer and what local potential customers are looking for goes a long way.
Let's say you live in a neighborhood with older homes. There's a high likelihood that their old HVAC system needs repairs or replacement. Speaking about how you can help with those on your website will ensure you're making relevant points that resonate with your web visitors.
Mixed with reviews, clear-to-call action buttons, and easy-to-access phone numbers, getting a quote quickly can be the difference between you and your competitor with multiple forms that need to be filled out to get a service.
Google search engine optimization is about sharing helpful and relevant content that speaks to searches local folks are making about your service.
Like the example prior about older homes, you can uniquely position your website to target specific keywords that are relevant locally.
Many HVAC businesses should try SEO. With traditional marketing, you can grow your business advantage significantly.
And it's all measurable, so you know where to put time and where to not waste efforts.
With great SEO, branding, and a sales-oriented website, Google's lead generation service would be the icing on the cake for your business.
Most HVAC solutions are sourced online and with Google's local service ads, you can show up on top with Google Guaranteed.
But it's not enough to just pay money for Local Service Ads, as most of your competitors who can also afford these ads have more customers and can invest more into advertising.
Ultimately leaving you only room to compete with reviews, unique branding, and better sales (salespeople or sales websites).
Reviews and Local Service Ads will get your HVAC services new customers and phone calls.
Many HVAC services compete on pricing and offer similar services. Often overlooked, are reviews and the selling of those reviews. What we mean by 'selling' is showcasing your customer's experiences on websites, flyers, and even your vehicle(total reviews.)
A great sales-oriented website and customers who share you understand your market is the best lead generation and marketing strategy.
Apply any of the seven strategies mentioned and watch your business grow!
