SOLVING THE HVACR MARKETING PUZZLE, PIECE BY PIECE Breaking down HVACR Marketing, A-Z BY WILL MERRITT
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arketing for your residential HVACR company has become complex in recent years. As an owner, where do you begin? What may have worked just a few short years ago, may not be the best platform today. Let’s break down the puzzle, piece by piece and then we can put it all together.
STEP 1 Evaluate Your Company and Your Current Marketing First and foremost, every heating and air company is unique in its processes and its appeal. So, it is difficult to dole out a
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Your website is your online storefront. Customers always window shop before they buy, so it better look good! one-size-fits-all marketing strategy. Each company is at a different stage of its life cycle, and therefore, may have varying needs than that of another company of a similar size. To put the marketing puzzle together and create your perfect matrix, there are a set of questions that need answering. Until you can do that, you shouldn’t finalize a marketing plan. However, once you can confidently address
HVACR BUSINESS AUGUST 2022
your marketing goals and identify your competitive edge with clarity, you will be closer to having a cohesive, successful marketing strategy.
WHAT ARE YOUR BUSINESS GOALS? • How long do you plan to own and run your business? • Do you have yearly sales goals broken
down by department? (Service, Maintenance, AOR) • Are you measuring Key Performance Indicators (KPIs) to determine how to stack up against the industry’s best? Answering these questions will help shape your seller identity which will help you find your competitive edge. For instance, if your HVACR business is intended to be a short-term venture, and you plan to make the business profitable (in the short run) and sell without encumbrance, then your marketing plan may look different. If it’s long-term, you will need short benchmarks and a longterm plan to grow.
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