Direct mail for HVAC Marketing works. It has worked as far back as I can remember. If you tried it and it didn’t work, you quit too soon or your expectations were not realistic.
Who to Mail To
Mail to prospects that are just like your existing customers. Are they homeowners, what income level, Married/single, 10 year old homes, 20 year old homes, new homes? Get professional help from a list company if you are not sure.
Test
Test your HVAC Marketing mailing with 1000 to 5000 pieces. Measure the response and decide to mail higher quantities or retest. Multiple mailings, 3 minimum, are recommended since it takes multiple impressions to reach some potential customers. Mail to the same prospect a minimum of three times and test the results (over time) of additional mailings.
Response Rate
Measure the results of your test or mailing based on return on investment. Response numbers will vary greatly based on the level of competition, time of year, your message, etc, etc, etc. Determine what a new customer is worth and how much you can afford in marketing. A new customer should be worth $500 to $1000 per year in sales. If you are making 10% to 20% on sales you can afford $50 to $200 in new customer acquisition cost, per new customer. This is assuming your goal is to grow your company.
Taking the Calls
Make sure your CSR or call taker is well trained. This person should have a bubbly outgoing personality and be genuinely interested in people. Make sure you provide them with a script and that they rehearse so they don’t have to read it. Provide a log and ask the new customers how they heard of your company. Keep good records and measure what works.
Your HVAC Marketing direct mail should include a call to action. If that call to action directs them to your website or a special landing page, make sure the customer will have a favorable first impression. You only have one chance to make a good first impression. This landing page should get, at minimum, an email address. Include your phone number in a prominent place.
Converting
Your techs must be trained to convert tune-ups to service agreements and replacement leads.
Related posts:
