If you’re an HVAC contractor or franchisee, then you have probably already embraced internet marketing for generating leads. You use SEO tactics and digital marketing to find new clients looking for HVAC services. Your biggest money probably comes from replacing air conditioners that are beyond repair, but what if you could start generating more of these big-ticket orders by helping local homeowners understand the many reasons to upgrade to a new high-efficiency air conditioner?
Convince Your Clients
Whether you try and convince HVAC clients to upgrade their units before their old ones are completely dead or you want to offer them high-caliber options when they have no choice but to replace their air conditioner, you need good reasons for them to consider a high-efficiency model.
Improved Efficiency
If a new air conditioner is going to be called high-efficiency, then it should actually back that up. These are a select category of air conditioners using two-stage compressors rather than single-stage mechanisms more common in older models. A single-stage compressor means the AC unit works at its full power volume all the time.
This wastes power on days where the weather is mild. Two-stage compressors have low and high settings, and they automatically use the appropriate one. An air conditioner from 20 years ago might average 6 kWh of power when cooling the average home, but modern units can get by with 1.7 kWh or electricity. Even if a homeowner’s air conditioner is only 10 years old and still running, upgrading to a new one can cut their energy bills by 20 percent or more.
Higher Home Value
Prospective home buyers are looking to make a huge investment into any house that they buy. Given that, they want value. However, they also prefer to buy a home that won’t eat up any money anytime soon. They’re probably putting everything they can into their mortgage and maybe some home renovations they choose to mold the home into what they dream of.
Knowing the air conditioner system has been recently replaced puts their mind at ease because they know it has years left. They’ll also appreciate how the high-efficiency nature of it will minimize their utility bills while letting them live in temperature-regulated comfort.
Enhanced Temperature Control
Older air conditioning units are more likely to just pump a lot of cold air into your home. That’s effective, but it’s also not very efficient. In fact, they might cool down your home to the point that you raise the thermostat and then get warm again.
High-efficiency systems are far more adept at managing a specific temperature on their own, so it really is just a case of set it and forget it.
A Fresh Warranty
Older air conditioners, even if they’re still operating, might outlive their warranties. Also, some parts of the warranty coverage might expire before others. Aging systems need increasing repairs and parts, so the costs start going up to keep the unit running longer.
Older systems might not even have replacement parts readily available. New units won’t just need less work but they’ll also have totally new warranties covering them so homeowners have more peace of mind.
Reliability
Given that some older AC units have been able to last 20 years, there’s really no telling how far into the future new technology will carry homeowners. Manufacturers have ways of making estimates, but it’s a safe bet that if the average air conditioner of yesteryear lasted 10 to 15 years, newer high-efficiency models will last a lot longer than that.
The average cost per year is going to be lower than ever, and that’s on top of the cost savings from less energy use.
More Friendly to the Environment
Anytime energy-efficiency goes up, the environment is a winner. However, power consumption isn’t the only thing that matters. Older AC units commonly used Freon. That refrigerant was great as a coolant, but it also contributed to a lot of ozone depletion in the upper atmosphere. R-410A is now the modern standard. It’s just as effective as cooling as Freon, yet it won’t deplete atmospheric ozone protecting humanity from the sun’s UV radiation.
Better Air Quality
If the price savings and planetary environmental advantages aren’t enough to help homeowners breathe easier, then let them know that high-efficiency AC units can help everyone in their home physically breathe easier. Their air filtration systems are useful in the elimination of dander, pollen, dust, and other hurtful particulates floating around their home. These models can also work well as dehumidifiers that lower moisture levels contributing to mold. Your family and pets will suffer less illness and allergies.
Using Internet Marketing to Land High-Efficiency AC Orders
Employing digital marketing to find leads for new AC units and then converting them might seem like an overwhelming process, but just like installing an actual AC unit, the process is something that can be taken one step at a time. Your process should cover the following bases:
- Do Your Market Research: You undoubtedly have competition in your area. Who already offers high-efficiency AC units? What are their services and price points like? Are there any undeveloped niches you might exploit?
- Get Good Ratings: Google, Yelp, and other sources of reviews can help boost your website rankings and your business authenticity. Earn good reviews with every job that you do, and ask them to put good feedback up for you if they genuinely love the work that you did.
- Get on Social Media: Facebook is a must for home services. Instagram and Twitter probably are, too. Make sure you post content regularly, but don’t flush it with ads, coupons, and spam. Most of the content needs to be a mix of entertainment and useful to readers just as it is. Your social media pages need to be worth following just for their content.
- Identify Your Ideal Buyer: You might think that it’s anyone living in a home, but is it? Renters don’t make the buying decisions if they lease a home. Also, new construction neighborhoods might already have high-efficiency AC units or just not need replacements yet. Target mature communities with high ownership rates.
- Keyword Research: If you’re hoping to sell high-efficiency AC units, some of your business will be from homeowners needing a new air conditioner. However, some will also come from those looking to pre-emptively upgrade before their current one actually dies on them. Find the lanes that should lead to sales.
- Logo Design: Think of your logo like a flag. Stick to three primary colors and no text. Once it’s created, put it on your website, uniform, vans and trucks, and business cards. Soon enough, anyone that sees it will know who you are.
- Monitor Your Traffic: Know where people are coming from online and what they’re looking for. Also, track your conversion rates. You’ll soon see who the winners are so you can cater to them more than the rest.
- Optimize Your Website: You should have a landing page just for consumers looking for high-efficiency AC units. Be sure it’s optimized for mobile users on smartphones and tablets.
- PPC: Pay-per-click ads can generate your website immediate traffic while SEO builds up over time. You can fund it as much or as little as you want, and you can also change how much you put into it at anytime.
- SEO: Short for search engine optimization, this is a combination of content management, keywords, website technical elements, and backlinks that help your website rank higher in search engine listings for people looking for your particular products and services.
- Target Millennials: Soon to be the biggest generation in the country, they have most of the disposable income and are the likeliest to be new homeowners. They also care a lot about the environment, so high-efficiency AC units will interest them.
- Use Local Identifiers: Many consumers are wary of home service professionals that might not be actual members of the community. Put their minds at ease by convincing them that your business is a fabric in the local tapestry instead of someone who might skip town and run.
Key Takeaways
If you want your HVAC contracting work to land more of the high-price jobs of replacing air conditioners entirely, you need to convince some homeowners to do it before their old breaks down entirely. And to help with this, HVAC Grow is the best option to ask for help.
- Internet marketing is a very cost-effective means of building up brand awareness.
- High-efficiency air conditioners offer homeowners numerous advantages you should let them know about.
Use this winning combination to offer something that improves local homes and your own business.
