The heating and cooling industry is becoming more competitive than ever. In today’s economy, many homeowners are choosing to update their existing homes or buy an older home and invest in remodeling. At the same time, innovative high-tech products are becoming available. Reaching a broad market with these new products can be easier if you consider a few simple steps.
Invest in Marketing
Reaching today’s consumers means using a variety of marketing avenues. Since today’s homeowners do their reading and listening almost entirely online, digital marketing is the best choice for investing your marketing budget. Blogs, vlogs, email newsletters, social media posts, and website content are cost-effective ways to inform customers of your services.
Also consider community marketing, such as sponsorships of youth sports teams or local events. These allow you to build your brand recognition while associating positive feelings about your company. You’ll also meet potential customers and others who will be valuable in growing your business.
Offer Multiple Installation Options
Most people today are choosing to replace or update their homes with a split system, since a split system is the most efficient way of heating and cooling your home. Even so, there are multiple options for installing these systems, depending on the home’s need and the homeowner’s budget.
With some upgrades, using the home’s existing ductwork may be the most cost-effective choice. For larger homes or buildings where room use is uneven, a mini-split system with ductless wall-mounted units may save the consumer money in the long run by allowing individualized temperature zones. As technology advances, it’s important to keep up with new equipment options suited to your customers’ needs.
Develop Specialty Expertise
In a competitive industry, developing specializations and expertise can give you an advantage. Technicians with specialized training or certifications assure your customers that they are contracting with the best. NATE (North American Technician Excellence) certification is essential, but also consider advanced training, such as EPA certification, commercial air conditioning, or HVAC efficiency analyst. Training seminars and courses are offered by HVAC professional organizations, as well as by many community colleges, trade schools, and product manufacturers.
As you consider ways to grow your business, it’s vital to understand both the technical side of your business and the changing needs of your target market. With a little investment in marketing and knowledge, your HVAC company can rise to the top!
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