HVAC businesses have natural peaks during the winter and summer months—the times of year when furnaces and AC systems break down and home and business owners are forced to repair and replace their equipment. But businesses don’t have to be at the mercy of these seasonal cycles if they strategically plan to be busy year-round.
Preventive maintenance and tune-ups are high-margin services, and they also offer customers added value and tangible returns in energy savings and longer equipment life. To more consistently get those preventive maintenance contracts and schedule a healthy amount of preseason service and installations, you need a proactive lead nurturing program focused on these types of sales over the long term, not just when you’re slow.
An ongoing lead nurturing campaign prompts home and business owners to proactively care for their equipment and consider system enhancements, which is good for them and good for you. It also helps keep you top-of-mind, making your sales efforts more consistent and effective, especially during the off-peak times of your seasonal cycle.
A long-term lead nurturing strategy includes:
- Identifying and defining your target audiences.
- Selecting times of the year that you want to be busier.
- Determining offers and incentives that make sense during your slower periods.
- Developing content, messaging, and offers that speak directly to your audience.
- Driving interest with newsletters, emails, direct mail, and landing pages.
- Measuring and reporting results, including click-through rates, site visits, and appointments.
- Recalibrating content, messaging, and offers using insight gained from customer and prospect behaviors.
Steps 6 and 7 are key to developing a strong lead nurturing strategy because they help you respond to your prospects’ behaviors and prompt you to adapt your content or offer and hone in on what works best.
Services and equipment that HVAC businesses can promote during off-peak times include:
- Preseason and postseason preventive maintenance
- Duct cleaning
- Energy efficiency assessments
- Indoor air quality enhancements
- Carbon monoxide detectors
- Smart thermostats
Our advice is that campaigns should begin at least three months in advance (with planning ideally five months in advance) of when you want appointments. This gives you time within planning and execution of the campaign to adjust tactics for better results.