HVAC Search Volume Is Down, Here Is How To Succeed In Today’s Economy

Jan 21, 2025

Delve into the challenges of a competitive home services market with insights on rethinking marketing strategies. Despite lower search volumes, targeted paid advertising and creative social media engagement remain vital. Discover the importance of optimizing call center performance and enhancing customer loyalty through rewards. Explore the power of video content for education and trust-building. Lastly, hear about leveraging innovative tools like smart thermostats and AI to thrive amid market changes, all while maintaining a positive mindset for success.

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INSIGHT

Value of Targeted Paid Advertising

Even with lower search volume, targeted paid advertising remains essential since leads still exist.
Tracking ROI by channel helps decide where to allocate budget effectively despite rising costs.

ADVICE

Leverage LinkedIn for Branding

Use LinkedIn to build your personal brand by showcasing company culture and values.
Connect with premium clients by sharing authentic, professional content that resonates.

ADVICE

Build and Track Referral Programs

Build and nurture referral programs to harness your best leads with low acquisition cost.
Track referrals closely using software or simple methods to optimize program success.

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In this episode of To The Point – Home Services Podcast, host Chris Yano is joined by his co-host, Chad Peterman, President of Peterman Brothers, to discuss navigating the challenges of a competitive home services market. Chad Peterman brings his hands-on leadership experience and practical insights to the conversation, making this episode a must-listen for professionals aiming to thrive in any market condition.

Key Takeaways:

Rethinking Marketing Strategies:

Paid Advertising: Even with lower search volume, targeted paid campaigns (like PPC and LSA) remain essential. Monitor performance by channel and adjust your focus based on conversion rates and ROI. Social Media: Platforms like Facebook, LinkedIn, and TikTok offer creative ways to engage with customers. LinkedIn is particularly effective for showcasing company culture and attracting premium clients.

Enhancing Operational Efficiency:

Call Center Performance: Track CSR booking rates and listen to calls to identify improvement opportunities. Effective call handling is crucial for maximizing conversions. Customer Loyalty Programs: Revisit maintenance agreements and loyalty rewards to improve customer retention and satisfaction.

The Power of Video Content:

Use video for customer education, showcasing services, and boosting SEO. Videos explaining processes like plumbing inspections or DIY tips can build trust and drive website engagement.

Leveraging New Tools and Technologies:

Explore innovative solutions like smart thermostats and AI tools to capture leads, improve customer engagement, and enhance operational efficiency. Tools like Rilla and Chirp can help improve follow-ups, sales, and rehash rates.

Mindset Matters:

A positive mindset is critical for overcoming challenges and achieving success. Approach each day with the goal to "win the day" and adapt to setbacks with a growth-oriented attitude.

Noteworthy Quotes:

“You are what you think you are. Your mindset determines your success.” – Chris Yano

“No zero days. You’ve got to do something every day to move forward.” – Chad Peterman

HVAC Search Volume Is Down, Here Is How To Succeed In Today’s Economy

Value of Targeted Paid Advertising

Leverage LinkedIn for Branding

Build and Track Referral Programs

Key Takeaways:

Noteworthy Quotes:

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