HVAC Business Owners Speak about the Strategic Edge Marketing System

YourHVACMarketing.com
Joe RanckOur Clients Speak:

"When I started working with Bud, I thought that
"Separate your business from the competition . . . then eliminate them" was just another marketing slogan. But I now understand that this is exactly what good marketing does . . . ."

Joe Ranck, Partner
Robert H. Ranck, Inc.
Plumbing, heating & Air Conditioning
Lancaster, PA

"Just the other day, I received a call 'out of the blue'  from a customer apologizing for not yet updating his system. With 10,000 customers, I wasn't sure who he was or what he was talking about.

"I let him keep talking and soon realized he was a member of a special group we had been targeting. I never met him, but we had checked his system, given him a quote and a gift card.

"Since then, he's been receiving bi-weekly emails specifically targeted to his aging heat pump as well as our regular monthly
e-newsletter and a quarterly mailed newsletter. He was calling me to let me know that he knows he has to update his 15 year old heat pump. He just wanted to assure me that he would do it no later than this fall.

"Now that's what Bud calls 'eliminating the competition.'"

"When I started working with Bud, I thought that "Separate your business from the competition . . . then eliminate them" was just another marketing slogan. But I now understand that this is exactly what good marketing does. It builds relationships by keeping customers and prospects continually informed. It never lets up. When you identify a target, you stick with him even if he says he's not ready to buy. Month after month, you keep it coming. By the time he decides to buy, the marketing has given us a distinct advantage over our competition.

"Every customer surely won't pick up the phone to apologize like Mr. Erb. But I'm confident others share his feelings. Our customer relationships have never been stronger.

"Our website and automated email follow-up are fully integrated into our sales and service. Customers are actually using our website -- to get information, to download Consumer Guides and to join special "benefit clubs" targeted to their interests. They're using it to tell us about their experiences with our staff and about their concerns with their home comfort and plumbing systems. Our monthly email newsletter list is approaching 2,000.

"Having just had our best April ever (2010) with a 48% increase in quotes over last year gives us lots to be thankful for in this trying economy. And the best is that we're doing all this without increasing the percentage of sales budgeted to marketing and without an increase in my workload!"


Mike Williams"I couldn't be more pleased with how fast our new marketing program is rolling out."
Mike Williams, Vice President
Dell Air Conditioning
Hapeville, GA


 "The week I started working with Bud, an ad deadline popped out of nowhere. The next day the publisher had a completely new ad with a set of specific instructions for the design.

"In just one month, we had a completely new website -- one that really told our story. We had a contest running that was getting folks to give us their email addresses. They even were qualifying themselves with very specific complaints and the age of their systems.

"Soon, we had an automated email system that was sending monthly tips and offers as well as up-sell messages to folks who scheduled estimates. We even have a series of messages inviting those homeowners with older equipment to join a special savings club.

"As our email database started to grow, I realized that a referral service we used had been providing email addresses of prospects all along. Now that we had an email system in place, I directed my staff to start gathering these. Just five months in, we've built an email database of 1,445 that keeps on growing.

"I haven't even mentioned our point-of-sale tools, refrigerator magnets, post card mailers . . . . I could go on!

"It's too early to say what all this will yield, but we are regularly communicating with this growing list of customers and prospects. We haven't given up print and mailing, but we are doing a lot more with email. This week Bud and I even discussed how we may not need to spend the entire budget we had originally planned for the year.

"I could not be more pleased with how fast our marketing program is rolling out."


In Just Six Months Lincoln Stubbs' Cape Cod HVAC Business
Got So Busy, He Raised His Price!


". . . we are so busy now, we may not be able
 to handle all the cleanings."
Lincoln Stubbs, President
Balanced HVAC
Sandwich, MA



Here's how Ruth and Lincon Stubbs described their first six months with the Strategic Edge for HVAC marketing system:

"Bud, the website looks fantastic. I have been looking at some of the local websites here and ours has so much more info."
4/24/13

"Bud: No (need for) spring/summer mailers (we had been discussing). Business is coming in from the redesigned website already, and Lincoln is booked for quite a while now."
5/13/13
 
"Bud: We are busier than ever! We have lots of new clients and most of them are from the website. Got one today through the website email for service. Lincoln happened to be in his neighborhood, called, went over and ended up replacing his condenser all within a matter of hours of him having filled out that (web) form! Thanks."
7/1/13

"Bud: The mailer looks good. Can we change the price of the maintenance offer to $119? I know $99 will get more people; but we are so busy now, we may not be able to handle all the cleanings. We would rather keep fewer people happy than have more people mad when they . . . have to wait and then call someone else."
10/4/13

NOTE: A year later, Lincoln and his team are still busy.

"Bud: Let's keep holding off on that Every Door Direct mailer (originally planned for May). The guys are so busy right now, new leads would just swamp us. Let's try sending it after July 4th."
6/16/14

"We were installing approx. 3-5 water heaters per month on the average and ever since your marketing campaign, we have been installing 3-5 water heaters per week  . . . "
Nick Salahi, Operations Manager
Stan Perkoski's Home Services
Wilmington, DE

"Bud: Just wanted to let you know that the push on mass mailing and email blast regarding the regulatory change on water heaters has been very successful for us. We were installing approx. 3-5 water heaters per month on the average and ever since your marketing campaign, we have been installing approx. 3-5 water heaters per week for the last 3 weeks and are continuing to capture more sales from it. Let's continue with the success."



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