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Posts published in “HVAC Marketing”

New Book on HVAC Marketing!

New Guide to HVAC Marketing Now Available

From author Elaina Burdick Wellstead

What if you could learn to stop marketing your HVAC business in a reactive way (meaning: with knee jerk decisions)?  And what if you could discover how to effectively promote your company in 7 simple, easy-to-follow steps?

If you’re an HVAC dealer who is tired of spending marketing dollars in all the wrong places, with poor ROI and few leads, then you’ll want to grab a cuppa joe and my new book:

Marketing Schmarketing: How to Market Your HVAC Business

Most contractors can fix a furnace with their hands tied behind their backs, but let’s face it – many of you struggle with how to properly market your companies. … Read On!

Have a FER-tastic Fall!

Have a FER-tastic Fall!

After the July fireworks, HVAC contractors went back to work with a new standard in place.  The Department of Energy’s FER (Fan Energy Rating) standard went into effect on July 3rd.

So how will you market these higher priced products to homeowners who are already gripping about system costs?

You get out ahead of it!

How do you do that?  You educate.

Education is how you differentiate yourself from the pack.

And the FER standard gives you a golden opportunity to enlighten your customers on what this new Federal law means to them in terms of efficiency. … Read On!

Tricking the System Never Works

Tricking the System Never Works

Guest Blogger: Erika Feinberg, President, RevuKangaroo & Leadership Jams

Did you know there are call centers in India that specialize in writing and posting 5-Star reviews for companies right here in our community?  Could you imagine hundreds of total strangers in a different country clicking away leaving you stellar reviews?  Your third party reputation management company might be using these tactics without you even knowing it.  (No service provider is going to want to confess to it!)

Public review platforms like Yelp, Google and Facebook are catching on to the third-party reputation management specialists’ shady tactics and stripping ALL the accumulated reviews from those companies because they’re going about it the wrong way.… Read On!

Don’t Heckle Nice Ladies

Don’t Heckle Nice Ladies

Many years ago, when I was new to public speaking and teaching, I was asked to give a marketing talk at a local ACCA chapter meeting.  Back then, not everyone had come around to the idea that they needed a company website.  I was still trying to convince dealers how important it was that they could be found online.  Online reviews were a new thing too, and I explained that they needed to pay attention to their online reputation, since customers surely would.  As I made my presentation, I was heckled several times by an older HVAC dealer in the back of the room. … Read On!

People Don’t Read Positive Reviews

People Don’t Read Positive Reviews

Written by: Jeannie Steinbuch, Digital Sorceress

Eek!  An irrational customer just left you a 1-star review.  Hey, it happens to the best of us.  But now you have to get 100s of 5-star reviews to even it out, right?  Yes and No.  Bad reviews can work to your benefit, and even turn into sales, if you handle them well.

Think about how you behave and shop online.  It’s probably similar to how your future customer will act. Imagine you are looking for a house cleaning service for your home.  You google what companies are available in your local area and find three companies near your neighborhood.… Read On!

HVAC at the Home Show

HVAC at the Home Show

Home shows are everywhere this time of year. 

Home shows can increase brand awareness and be a source of solid leads for your HVAC company.  They can also be a major time burner and expensive.  So make sure you are getting your money’s worth.  The idea is to look sharp and professional.  Friendly and approachable.  Interesting and enticing.  A tall order, to be sure.  Here are a few tips:

Advertise in advance.

Let your customers know that you’ll be exhibiting and offer a gift, discounted HVAC service or special drawing for those who stop by to see you. … Read On!

Staff Sabatoge

Staff Sabatoge

Your marketing is only as good as your people.  The most creative, eye-catching and compelling HVAC marketing campaign can fall flat on its face at your front door, if your staff isn’t aware of the details.  Trust me on this.  I’ve watched it happen more times than I can say.

Case in point:  an established and successful HVAC dealer we worked with for many years told me that the latest postcards we had created for him didn’t work.  He didn’t get nearly as many leads in the weeks after we mailed his cards as he used to.  And he was upset. … Read On!

Setting Your Marketing Goals – HVAC Podcast

Check out this HVAC Podcast featuring EB&L Marketing!

Have you set your goals for 2019? President of EB&L Marketing, Elaina Burdick, sat down with host Matt LaPan and Marketing Manager Jill Waters from S. G. Torrice Company to discuss setting marketing goals in this episode of Torrice Talk. Take a few minutes to listen.  There’s some good stuff in here!

Listen Now: https://www.sgtorrice.com/podcasts/
Subscribe: https://itunes.apple.com/…/torrice-talk-torric…/id1436034922Read On!