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HVAC Lead Generation: Turning Neighbors Into Profits

FieldPulse | September 6, 2017

Going from one job to the next, providing a solution that today’s world demands. This is one thing that HVAC professionals have in common. But what if you could take one job and turn it into many more? The opportunity is out there, if you embrace it, to take HVAC lead generation to the next level by reaching out to your customers’ neighbors.

It all starts with keeping well-maintained records.

You want to have as much customer information as you can, at all times, when you look them up. The best way to do this is to use HVAC software that allows you to store their name, phone numbers, email address, physical address, and service record. By doing this you’ll be able to have the data you need to get the best results from your marketing efforts.

Not only does this help you track your customers and retarget them to keep your company in their sights, but it also helps you when you’re ready to reach out to their neighbors as this article discusses.

Now that you’ve got an addresses, choose a mailing partner.

Rather than having to drive around your customers’ neighborhoods writing down every address, it’s best to partner with a company who already has their hands in the world of direct mail. This will save you a ton of time, and automate this HVAC lead generation technique so you can focus your attention on the more pressing matters on your plate.

Two companies that come to mind in the world of direct mail for contractors are Quantum Digital and TargetNeighbors.com. There are different options for the types of mailing that they can send out, but the better option (and more cost-efficient) is probably going to be postcards. You simply provide them with the information on your customer that they need, and they’ll get all the addresses of their neighbors together and send out your marketing piece.

Make sure that your mailing materials are appealing.

If you’ve just done work in the neighborhood, make sure that the mailing highlights that. Also consider offering a special promotion since they’re in a neighborhood where you just worked. On top of all of that, make sure that your piece truly catches their eye and makes them want to call you.

This is where you need to pay close attention to the proof that’s sent to you before they print it and send it in the mail. If you’ve got a creative side to you, you’ll have no problem helping them come up with something that fully suits your company. First impressions are indeed lasting impressions.

Consistency is the key with all marketing approaches.

You can’t just “set and forget” marketing tactics. Keeping the process going and consistently utilizing the tactics that are in place is key to getting the most success from your hard work. In other words, make sure you regularly send mail pieces to the neighbors of every customer instead of just one or two. If you remain consistent, this should pay for itself over the long run.

Consider reinforcing brand recognition with signs.

The more times that people see your company, the more likely they are to remember you when they need your service. Don’t hesitate to see if some of your customers will put out a sign advertising your company in their front yard. You could even incentive them by offering a discount if they’re willing to help.

Increase your HVAC lead generation success.

One customer could easily turn into several customers by simply sending out promotional materials to their neighbors. Word of mouth combined with this can give your business a revenue boost to help you prosper. It’s all about thinking outside of the box – even when it seems like it’s the simplest of ways to reach new customers.

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