Most Effective Means Of Advertising?

flashheatingand

As the economy get worse (things are pretty bad here), I believe I need to focus more on HVAC service work as opposed to installations. The "problem" is that most people do not care about the furnace until it quits working. Then, they need service immediately. Word of mouth is great, and I recognize it's the best form of advertising. But, due to the nature of the beast, people don't shop around or wait until they hear of a good hvac guy, when the appliance breaks down.

The phone book has nine pages of competitors, and the rates they charge are too high. Flyers are alright, but, unless the furnace is broken on the day the flyer is distributed, it seems as though you have wasted time and $$. I have considered advertising on the radio. It isn't cheap, but I am not tied down to a twelve month contract like the yellow pages.

I am curious as to what people think is the most effective form of advertising for the nature of this beast. Getting a sticker on the furnace is half the battle, any ideas on how to do this without breaking into the house?

SLSTech

Some companies in Arizona were pushing out free programmable thermostats installed with their logo & number on it.

Magnets attached to the door hanger - so they hopefully put the magnet on the fridge

If you like talk radio & have a specific host (maybe even a morning host on your favorite country, rock, or whatever station) that you like & talks to your demographic area - have them do your ads.
If it is a trusted name & they let you work in their house - it can be golden.

Once you get a customer or lead - make sure you have a service agreement that you can offer them. I.E. if your normal charge is $69.99 for a tune up & it should be done twice a year, offer them "Move to the front of the line service", % off for repair parts ordered & the 2 tuneups for $119.99

These are just a few ideas for you to kick around

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MEDIAINSTALLS

I would think in your line of work and how I would do it as a customer is last name & number I saw would be the first one I'd call for a price.

Doorhangers might be the best way to go. Might end up in the trash or junk pile but as the cold is coming smart people would hold on to it. Make sure it has something eye catching like your turn around time once a call is placed....call today by 9am we can be out there by 3pm...or next day depending how big you are and can support this.

thefencepost

I don't advertise in the phone book and have found I get as many leads as my nearest competitors just through my website/blog. I would seriously consider getting one if you don't already and optimize it for "HVAC Service [your location]" and other search terms. People seem to use the internet to search more for service/trades now more than ever.

If you have any questions, feel free to call or email me.

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Keith R. Bloemendaal
Raleigh Fence Contractors, LLC
Fence Advice

Cdat

Full page ad in the yellow pages. It'll pay for itself ASAP.

Tileworks

For several thousands of dollars per month, it better!

- Bob

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Classic Tileworks
http://www.classictileworks.com
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Cdat

Where the heck you live? Several hundred is more like it around here.

SethHoldren

You might get a better response with magnets if you send them to new residents.

"Welcome to the neighborhood. Throw this magnet on your furnace now, so you don't get gouged with high emergency fees when you really need service."

That's one way you could get your magnet on the furnace. You can word it however you want.

Maybe some sort of "magnet coupon" for "regular rates, redeemable whenever you have a furnace emergency."

A lot of people know emergency weekend, holiday, and after hours rates are way higher, so you can gain impact taking that angle.

Just an idea. If you can come up with something unique, you will get a higher response.

The cheap way to get a list of recent move-ins is to simply compile it yourself from your local government's website. Or even the MLS listings.

Or you can pay for a list. Either way.

Good luck!

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firehouse tree

You may want to stop at the local firehouse and talk to the boys.I know we do alot of co calls because of faulty furnaces and water heaters give them your cards so when there is an emergency you can get out there right away.Another idea is give your customers co detector build it in to your cost that will go along way.But the best advertising is word of mouth from your customers.

ChrWright

Years ago I attended a seminar by Dan Kennedy and he outlined a multi-step direct response campaign tailored to a mechanical service co (a plumber in the example I saw.) It was included in a program of his, called "Magnetic Marketing", that if you can get your hands on is exactly what you need to get you going in the right direction. Here's what I remember:

First step: An introductory sales letter centered around a "Free Plumbing Problem Prevention Audit" (I believe that was the wordage). We all do more to avoid pain than gain pleasure--so the letter described, in a friendly way, how minor plumbing problems could be costing the homeowner hundreds/thousands of dollars a year (water lost in dripping faucets, running toilets, water damage unseen, etc.) The offer was to come perform a FREE 91 point audit to ensure the HO didn't have one of the "91 most common plumbing problems that could be costing you ***"...

Second step was another letter, restating the offer and problem--friendly, conversational...

Third step was a humorous "last ditch effort" to help the HO save the hundreds of dollars that could be pouring down the drain, etc. etc. etc.

All of these letters were friendly, conversational and stated real problems that their "Free Plumbing Prevention Audit" could find and save them tons of money.

The goal was to transition yourself from "annoying pest" to "welcome guest". Here at the change of seasons--there are VAST amounts of money to be made in HVAC service as HOs turn their furnaces on for the first time. Structure an offer and call to action based on the coming heating season--potential gas leaks, CO leaks, etc. etc. Back it up with any stats you can find: energy savings, health risks, etc.

In one of the letters--include your magnet. In another, maybe a nickel--"Chances are, if you have a minor gas leak--you're losing at least a nickel an hour, $1.20 a day, and over $400 a year... and in this economy that's going to add up!" etc. etc. These are just examples, but you get the idea. Cheesy, yes---but you have to do a lot to get your offer looked at and read and gimmics can sometimes be a good way to get your prospects attention.

Again, I'm going from memory and there was a lot more great stuff to the program. If you can't afford his more expensive programs--I highly recommend "The Ultimate Sales Letter."

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Christopher Wright, CR: President @ WrightWorks, LLC/President @ Central Indiana NARI, Named to the 2010 REMODELING Big50
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flashheatingand

Here in Boise, it cost three thousand per month and thats just the quest dex book, there are three or four other phone books as well

flashheatingand

Thats a good idea,I think I will take you up on that one

flashheatingand

there is no doubt that a web-site is a must have. That is in the works, I should have asked what you and others think about the radio spots. They cost $400/month for 80 ads. It isn't chump change, if it works then it's worth while, I just don't like to throw away $400.00

mark the coach

Have you tried partnering with oil and gas suppliers? Let them know you are available for emergency repairs. Ask to become a preferred service vendor for their customers. Offer the first service at a discounted rate for a two year contract.
Do you offer duct work cleaning? Let people know that clean ducts reduce airborne pollutants, reduce risk of mold, and provide a healthier environment. If homeowners themselves or if they have children with allergies or asthma maybe clean ducts will improve the air quality.
How about insurance agencies. Sometimes furnaces cause puff backs and the damage is covered by the insurance policy. Also you can call your local disaster companies like Servpro, Service Master, Paul Davis Systems and see if you can form a strategic alliance with them. These alliances are best set up when you see them face to face.

Hope this helps.

mark the coach

www.thecontractorcoachingpartnership.com

Sgt.Grumpy

Not being involved in HVAC myself, I do trim carpentry and handyman services. I introduced myself to local real estate offices, making my services available for the last minute fix's before an open house, viewing, final walk thru or closing. It gives me a variety of jobs (not the same old thing everyday) and it keeps me fairly busy. Most of the jobs are for 2-3 hours, so I charge more than I normally would for the time. I believe that it is fair, never had a complaint yet, just lots of referrals.
Could something like that work for you?

curapa

I pay aroud $600 a month for bellsouth yellopages