Posted:
October 29, 2014
When developing advertising strategy for our home services clients, I am frequently asked about the ROI across the marketing mix. In our digital world, we can see the ability to drive down the cost of customer acquisition through online tools like pay-per-click and optimization. So can a case be made for the more traditional channels, […]
Posted:
July 18, 2014
If I’ve learned one thing over my years in the industry, it’s that all HVAC business owners work hard. The trouble is, you don’t grow your business by only working hard. You grow your business by outsmarting your competitors. When it comes to marketing, most HVAC business owners rely on their instinct and experience, advice […]
Posted:
May 13, 2014
Want to make a trade ally your ally? Try walking a mile in his work boots. Residential and small commercial trade allies can be great ambassadors for your energy efficiency and conservation programs. In fact, your ability to scale your programs and save more energy in more homes may well depend upon the strength of […]
Posted:
April 29, 2014
For fuel companies that currently provide, or are looking to expand into HVAC services, a different model of thinking must be used for developing customer relationships. At one time, the fuel business was much simpler… make sure your customers have the fuel they need, when they need it, with easy payment options. However, in the […]
Posted:
March 24, 2014
Imagine you come home from work early one day, walk into your bedroom and find your spouse in bed with someone else. The other man or woman flees, and your spouse apologizes. That’s the end of it right? Things just return to normal?
Of course not. Yet from talking with some propane dealers recently, that seems to be their take on the aftermath of this winter’s extraordinary price surge. When I ask about their strategy for communicating with customers in the next six months, I often hear that “calls are starting to die down,” “the media is doing a good job getting the word out” or “I’m afraid if I raise this issue, I’ll just open a wound.” Unfortunately, history tells us these dealers are wrong.
Whether it’s justified or not, a large number of propane customers feel they’ve been taken advantage of this winter. And they’re not going to forget the pain
Posted:
December 10, 2013
Everybody’s busy with year-end activity. 2014 planning, wrapping up 2013, and hopefully you’re moving some product now that we have finally had some cold weather. But are you looking at your marketing? What’s going to make next year different? If you’ve had a good year, how will you sustain that? If you aren’t so fortunate, […]
Posted:
November 18, 2013
For years, the formula for success in the NFL was a ball-control offense that leaned heavily on a power running game. But that formula doesn’t work anymore. Today it’s a passing game and success comes from the QB and wide receivers putting up points—fast and lots of them. Much like the NFL, Search Engine Optimization […]
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November 7, 2013
Move over kids, we’re taking over Facebook. Let’s face it. We’re not cool. Our kids do not want to come hang out at our parties anymore. And they especially don’t want to see us at theirs. And apparently we’re not supposed to be commenting on those duck-faced “selfies” and pong championship pictures from college – […]
Posted:
November 1, 2013
Generate Higher Close Rates With a Lead Nurturing Strategy! How many times have you sent a stack of leads off to a sales person to follow up, and you later learn that nothing, or next to nothing closed? Most times we chalk that up to either poor quality leads, or poor salesmanship. But there is […]
Posted:
June 4, 2013
Because we build and re-design sites, I have the opportunity to review hundreds of home comfort websites. My team and I review the design, architecture, content and search engine optimization to determine what’s working and what’s not, and determine what needs to be done to fix them. Sometimes there is nothing that can be done […]
