- HVAC contractors use a wide range of marketing techniques and channels to reach their customers.
- Acquiring customers through marketing can represent a significant expense for HVAC contractors
- Industry sources estimated that acquiring a single customer costs an HVAC contractor between $200 and $300
- These marketing channels include radio and television advertising, mailers, newsletters, and partnerships with utilities to advertise energy-efficient HVAC units.
- Residential customers generally consider HVAC contractors a trusted source for home comfort and health and safety—the primary drivers of sales according to the HVAC contractors interviewed.
- The American Home Comfort Study ranks “cost savings” as the primary reason why customers consider switching to a more efficient HVAC unit
- It suggests that HVAC customers view cost as a primary driver of home upgrades, but actually choose to invest in home improvements that materially improve the comfort of their home—even if those improvements come with a slightly higher price tag.
- This is especially true of home energy upgrades, which are relatively expensive and whose primary demographic group for sales is upper-middle-class families for whom cost is much less of a consideration than it is for the majority of those included in the study
- Homeowners chose 90 percent of the time to invest in home energy upgrades to improve comfort or safety in their home rather than to create future energy savings.
- Annual service and maintenance checks are the primary means by which HVAC contractors drive follow-on sales
- These routine visits to customers give HVAC contractors a key competitive advantage over general remodelers or specialized home performance contractors.
- HVAC contractors can build on the existing trust of their customers to offer additional home energy upgrade services.
- Face-to-face interactions that educate customers are therefore the most effective marketing technique for HVAC contractors.
- Once a sale is made, quality work is the best way to generate additional customer referrals, the other primary source of HVAC contractor leads
- Third-party validation from customer reviews is another important source of new business, because it helps build the image of trusted service provider.
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