Tuesday, 8 September 2015

HVAC CONTRACTOR RESEARCH

HVAC Contractor Research
  • 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.

Loyaltyworks

2299 Perimeter Park Drive
Suite 150
Atlanta, GA 30341
Loyaltyworks

Related Posts:

Tags: