5 Big Tips to Help You Grow an HVAC Business
Your business is your livelihood, and you’re always looking for ways to make it stronger and bigger, not just to make more money but also to make it more stable, valuable, and simpler to run. These ten tips will show you how to grow your HVAC business.
1. Generate More Leads
The most important way to grow your business is to get more leads that you can convert into customers. How do you get more leads? There are a few ways that you can generate more leads. Consider whether these will work for your business:
- Google My Business profiles and SEO efforts
- Flyers and direct mail campaigns
- Door knocking and sales staff
- Referral programs from existing customers
- Email marketing
- Social media marketing
If your market is already crowded, it can help to specialize. For example, Jay Bradford of Bradford Air and Heating decided to start offering air duct cleaning and dryer vent cleaning services, in addition to the usual HVAC services. While not as profitable as new system installations and AC repair, these specialty services help his company reach a wider variety of customers. Once he has a chance to show his company in action, Jay says, it becomes much easier to sell additional services.
2. Develop a Distinct Brand
Do you have a brand that is separate from the manufacturer of your equipment or any membership you have in HVAC organizations? Having a brand helps you convert customers and build long-term relationships with them that lead to referrals and repeat business. Reinforcing your brand can help. Here are some options to help you do so:
- Get your employees branded uniforms
- Be sure that every vehicle has branded wraps
- Have branded business cards you can give to leads
- Leaving branded lawn signs on your customer’s yards (with permission)
You may find that your brand doesn’t make the right impression on your customers to encourage them to work with you. In this case, you may want to redefine your brand and work with a designer who can redesign it’s visual elements to match.
3. Improve Your Lead Quality
Sometimes growing your business isn’t just about volume. Getting more calls that have a higher profit margin is a smart idea too. First, you need to assess which kinds of calls make you the most money. Is it furnace installations, emergency air conditioner repair, or another kind of work?
Once you know what kind of business you want, you can tailor your marketing efforts to aim for them. Content marketing can focus on answering questions about these services. Your SEO efforts can focus on the related keywords, or you can send out emails to customers that you know need these kinds of services.
Also, consider maintenance contracts, which help you get repeat business, which saves you your customer acquisition cost. Each technician should be instructed about how to sell maintenance contracts on the equipment that they install.
4. Focus on Selling Memberships
Retaining a current customer should be a lot easier than finding a new customer, but don’t just rely on luck and good service. Developing a membership plan is a great way to make sure your customers keep coming back to you, again and again.
First, figure out which benefits will entice your customers the most. Some of the most popular options include:
- Priority service during busy season
- Discounts on service
- Free or discounted annual equipment check ups
- Discounts on duct cleaning
- A dedicated VIP line to make customers feel special
Charging $10 or $20/month per account can also build up your passive income for the business, which can be extremely helpful if you ever want to sell it off in the long run.
5. Get a Digital Receptionist
Hiring someone to take your calls is a great way to ensure you don’t miss the opportunity to convert a customer, even if it’s after hours or if you are busy on a call. Receptionists can offer you other benefits that can help you grow your business, including:
- Save you time on permits, paperwork
- Save you time with smarter scheduling
- Answer customer questions with real knowledge
The problem is that hiring a dedicated receptionist takes up a lot of your resources that you could use elsewhere if you’re focusing on growing your business. A digital receptionist offers the same benefits for less money. In the same vein, you can also consider hiring an HVAC scheduling service. That way, you can dedicate all of your time and effort to your actual work, without having to stress out about the business end, too.