The heating, ventilation and air conditioning (HVAC) market in North America is worth $13.8 billion and is predicted to grow 5% annually. There are over 105,000 HVAC companies in the United States alone, making it very competitive. This means homeowners have a wide range of companies from which to choose. Often there are dozens of HVAC companies servicing the same area you are targeting.
To assist you in getting to the top of the hiring list, we look at direct mail advertising tips and marketing strategies for your HVAC business that will grow your leads.
1. Make Direct Mail Postcard Work For You
Postcards are cheap, and they work. Postcards, remember them? In the age of technology, it’s easy to forget about the effectiveness of a postcard as an HVAC marketing tool. But they’re more than just an old-fashioned, affordable alternative; they’re a cost-effective way to reach your target audience and promote your HVAC business.
As an HVAC company, you have a wide range of services to offer your customers. For example, annual maintenance and pre-season services can keep a customer’s HVAC system running efficiently and reduce their energy bills. So why not market your HVAC business by offering them a promotion using a direct mail postcard advertising campaign alerting them to this?
2. Create HVAC Flyers for Your Aircon Business
Looking for fresh HVAC marketing ideas? Flyers can be used as an introduction to your HVAC company, to promote special offers, or just as a reminder of what you offer before summer or winter arrives. If you send them to people in your area in the mail, there’s a good chance they’ll be saved for future reference. Even if they don’t end up contacting you, they’ll still have your information.
HVAC flyers can be displayed on the fridge or kept in a file for important contacts, giving them more longevity than an advertisement or email. They’re also a permanent and tangible prompt for your guests to contact your HVAC business.
3. Mail Out Brochures with HVAC Info
It can be challenging to create a flyer for your company that communicates all your services. To solve this problem, you might consider creating HVAC brochures to send in a direct mail campaign. Your brochure is a platform to use to tell people why your company is so great and why they should hire you. Include attractive facts about your HVAC business, such as pricing and promotions, infographics, and other visuals to demonstrate your strengths.
4. Use Your Website to Become an HVAC Lead Generator
Building a website is an excellent way for you to demonstrate your professionalism and trustworthiness. Your site increases transparency, helps clients find you, contact you, request your services, and share your information with friends and family. It all translates to easy, free leads.
Improving your website and including SEO (Search Engine Optimization) can help you find and connect with new and returning customers. SEO will improve your rankings with Google so when customers are looking for a service like yours, they’ll find you online with ease. One way to do this is by adding a form on your homepage. This will let people request an HVAC service from you and even collect email or postal addresses. You can then use this information to stay in touch with them and send out HVAC postcard promotions or other direct mail or email marketing offers.
5. HVAC Prospecting Letters Are Back On Trend for 2023
How do you reach people when their inboxes are overflowing with offers? You write a letter, just like marketers successfully did in the past. Direct mail letters offer you the opportunity to be personal and engage with your customers. Personalization is key to producing high response rates for an HVAC letter. You can tailor your offer according to the date, the suburb your customer lives in, and other information that you have. Depending on the date, the city your customer lives in, the price, or other variables on your mailing list, you can tailor your offer.
Sales letters have a lot to offer to persuade your reader to buy your product or HVAC services. They provide more space than HVAC postcards that you can use to include testimonials, information about your range of services and other compelling material. Using an online personalization tool for direct mail, you can also really impress them by greeting them by name in the letter and including details you know are relevant to them.
Your potential customer will also receive a personalized envelope with the HVAC letter you send them. Adding the personal touch is an easy way to create a connection and be memorable — something your competition may not be able to do.
6. Improve HVAC Sales by Managing Online Reviews
Reputation is everything. One simple way that customers can tell if your HVAC business is legitimate is by scrolling through reviews online. It’s great to have a few 5-star reviews, but it’d be even better to have a volume of reviews. To encourage customers to review their experience, send them an automated email or postcard asking for a Google review, feedback, and suggestions. Ask the customer if they were satisfied and if there’s anything you can do to improve their experience.
7. Send a Service Reminder
Service reminders are often the first thing to go when the phone is ringing off the hook during the busy months. Yet this is also the perfect time to remind your customers that it may be time to come in for a tune-up to avoid costly breakdowns. It might not be at the top of your customer’s minds either, but it’s important to keep them informed.
You know that your clients will need to be reminded to book an aircon service every year around the same time. Why not automate the process to make it happen without lifting a finger? Using a targeted drip email or postcard service is a no-brainer to drum up repeat business.
Re-engagement campaigns using direct mail automation tools work well for HVAC marketing. Send your one-off customers who booked in the last six months a package deal, remind them of their service, or offer them a discount if they book again.
8. Use the Power of Google My Business
One way to keep your business visible is to optimize your profile on Google My Business. To start, you want to claim your HVAC company’s Google My Business profile. To optimize your profile, make sure you log in to your account to keep it updated with current information like hours, descriptions, and FAQs. The next step is to take professional photos of your office, trucks, or HVAC work you’ve done. Once you’ve done this, don’t forget to include information like company hours and description.
9. Wise Up to SEO
To get more leads, it’s essential to include top-ranked keywords in all content, including website materials, social media posts, and digital advertising. It’s also crucial to use your city or neighborhood as a keyword phrase on these channels to align with Google’s “Local SEO” algorithm.
10. Invest in Targeted Emailing
Email marketing has been proven to work and is one of the best ways of marketing your HVAC company. It’s up to HVAC businesses to make sure their emails are targeted, designed for their needs, and contain a relevant message to each customer. Targeted email marketing offers cost-effective rates and keeps your brand in the minds of potential customers.
You don’t want to be annoying by sending out an email that appears to be spam. It will only turn people off, and they’ll resent you for it. Instead, send targeted HVAC marketing campaigns to specific customer groups. Use automated messages that will appear to be personalized, such as a “we miss you” customer campaign for homeowners who haven’t hired you in a while. You can also convert more leads with direct mail retargeting.
11. Reach New People with Social Media Ads
HVAC businesses can often benefit from HVAC advertising on social media. For instance, you can show ads for your services in your prospect’s social feed using targeting ads.
Start Creating HVAC Leads Today!
With 2023 approaching, now is the time to take your HVAC marketing efforts to the next level using HVAC marketing tools. This means implementing one of Postalytics’ direct mail and marketing solutions to generate new leads for the New Year. To learn more about heating and cooling marketing and advertising, sign up for Postalytics free HVAC postcard templates and other marketing tools.