MARKETING Doug MacMillan An extra effort is required from contractors to help homeowners understand the value of prevention

with DOUG MACMILLANMarketing

Doug MacMillan is president of The Letter M Marketing in Guelph, ON. To reach him, email doug@letterm.ca.

Four sure-fire ways to maintain usual sales volumes

Many mechanical contractors are reporting that fewer customers are booking annual maintenance on their HVAC systems, even though any contractor will tell them neglecting regular service can lead to uncomfortable, inconvenient and costly breakdowns. Pandemic or not, an ounce of prevention continues to be worth a pound of cure.

An extra effort is required from contractors to help homeowners understand the value of prevention, the risks of waiting until a breakdown to try and get prompt service, and of course their commitment to cleanliness and safety when they are in customers’ homes.

Stepping up their direct outreach to residential customers is necessary if contractors hope to maintain their usual sales volumes. Yet, these are lean times and most contractors can’t afford to add money to their digital or print marketing programs. Other tried and true (and affordable) methods are needed to reach residential targets. In my experience, these four workhorse tactics take more time than money and are an effective way to remind homeowners that neglecting their system can have consequences.

Email communications form a connection 1 2 Social media use is way, way up

Most contractors are sitting on thousands of customer email addresses. Low-cost email marketing platforms are the only outof-pocket investment to reach out to them to remind them of the merits of getting on your service dance card.

Today, the secret to effective email marketing is simplicity. It should feel like a letter rather than a brochure. A subject line that communicates the purpose of your email and a genuine note from a company owner is all that’s needed. Include a clear call to action and make it easy for people to schedule an appointment by clicking through a link in the email. If you’re offering a promotion or special deal, make it clear and don’t over-sell.

Be sure to communicate the why: create a compelling case for preventive maintenance in your email. Link to a blog on your website that talks more about the service call – what’s included, why it matters, and how you ensure customer safety every step of the way. Don’t be afraid to adopt a drip strategy with email; reach out to customers every two or three weeks. Add new and interesting content or have a new reason for writing such as a product introduction, or to let people know the schedule is getting full so they should act now.

Many HVAC contractors underutilized this powerful tactic before COVID and continue to miss the mark. Despite that, some studies show social media use is up 70 per cent during the pandemic with many new users who will be unlikely to leave. Instagram, Facebook, Twitter and LinkedIn have proven to be reliable gateways into people’s homes.

Without any doubt, social media engagement takes a lot of time, knowledge and energy. However, done right, you can stay engaged with customers and target markets in a genuine and relaxed way without breaking the bank.

Start by inviting customers to follow you and engage with your company on your social media platforms. Promise them value: timely weather advisories, links to tips such as a monthly advice column, reminders to schedule maintenance, connections to community causes and projects that may interest them. Along the way, you can also promote lesser-known services, new products, and introduce the technicians and salespeople behind the masks. Remember to use this not just to broadcast information but to engage: ask questions, post fun polls and surveys, invite reviews. Be fun, be yourself and show some personality.

3

Snail mail still works orks

Sure, we’re all hearing stories of postal delays due to volumes and who needs more mail: we’re receiving plenty already, and it’s not the cheapest way to reach a house. So why send mail?

Believe it or not, the right mail will stand out. We all still like to receive a letter, not junk mail, but a real letter that is addressed to us from someone we know. This is the approach contractors want to take: carefully analyze your database to identity customers who missed their usually scheduled annual appointment. Craft a heartfelt letter from the company’s owners that is more of a check-in than a sales call. Thank them for their business. Remind customers about the ‘why’ and make it easy for them to get an appointment. Invite them to call the boss directly to discuss any concerns they might have about safety protocols.

If you aim with enough precision, it’s more than worth the stamp to mail the letter. Also, consider forming a direct mail partnership with several other local (non-competing) contractors to promote an overarching special offer across all partners such as a five per cent discount or a donation to a local charity for every project received in 12 months that cites a code on the special mailer. This aligns your business with the ‘shop local’ mindset and reinforces your commitment to the community.

4

Pick up the phone

Phone calls are worth their weight in gold. If the company owner calls even 10 customers per week who are identified as overdue for service or might otherwise be vulnerable, it can lead to some great conversations, connections and bookings.

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