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Owning your HVAC business is a difficult task. You have the daily frustrations from employees, tackling billing, all while making sure the work gets done in a timely fashion. While this is a fraction of what you could be dealing with daily, there is another aspect of your business you’ve probably been thinking about too, marketing.
Marketing your HVAC biz can seem overwhelming, and what most owners get stuck on is how to differentiate themselves from other local contractors. Heating and cooling are known for its competitive industry. There are tons of contractors out there, just waiting to assist homeowners and commercial customers for all their HVAC needs. So, what can you do to set yourself apart? What makes your company unique? How can you highlight these traits to gain more business and increase your customer base?
When differentiating your contracting business, you will make claims as to what you can do. Some of these will include the words, best, experts, or top in the industry. What can make your company unique are the titles and claims you make about your business. These points should be special to you, sum up your company’s mission, goals, or personality. Once you’ve established what phrases are to be associated with your company, continually use them to strength and reiterate to customers that ‘the best HVAC contractor’ is you.
Below, we’ve put together the top ten ways that can set your company apart from the competition, give you an edge, while helping you to attract more customers. Remember choosing the right qualities to highlight is just as important as how you communicate them to your customers.
- You deliver personalized service
Personalized service is a must. It shows your customers that they aren’t getting the same services as the neighbors. Tailoring HVAC solutions is an excellent key point to make, and one that can set you apart from other contractors or companies.
- You are the best HVAC contractor (in the area)
Claiming to be the best is a tall order. However, it is one that inspires confidence. With the addition of your neighborhood or city, you are getting specific. This statement tells customers that you are the best they can hire in your area.
- Your company achieves the fastest results
No customer wants to wait for repairs or service. By guaranteeing rapid results, you are essentially putting customers fears to rest that their emergency or problem will be solved sooner than with any other course of action they could take. Bonus points if you can state you can make repairs within 24-hours or provide same day service.
- Customer satisfaction is your top priority
Telling customers that they are your top priority is a given. While this is implied in most cases, saying it is another. You care enough to put the customer as the focal point of your business. Your competition may make these claims as well, but it is essential to let your customers know that their satisfaction is a critical part of your business. Extra points if you offer a guarantee such as a 100% satisfaction guarantee, if something isn’t right, you will make it right.
- You’ve been in business the longest
If you look around at your competition and it seems like many of the contractors have little no experience, or haven’t been in business long, this is an excellent approach to take. Tell your customers that you have been in business the longest build authority and trust. No one wants to go with someone inexperienced, not usually anyway, and with stating you’ve been in business, the longest will earn you the vote of confidence.
- You offer fast response
Similar to you provide rapid service, being able to give your customers feedback quickly is important too. No one wants to wait for days or hours to hear from their contractor, especially for heating and cooling repairs. These can be emergencies. Give your customers options to get in touch; this can include being available for live online chat or have emergency hours available.
- You specialize in (AC repairs, AC installations, etc.)
Nothing will sell more services than being a specialist at a particular service. There is a feeling of trust and security that happens to consumers when they hear that a person is a specialist. A contractor that specializes in certain areas is viewed as knowing more than the other guys, therefore can fix the problem quickly and at a higher level of service. When claiming to be a specialist to make sure that you are specifying as to what you are most knowledgeable about and have the most experience with. If you can tie this into being in business the longest, even better marketing strategy for putting your brand ahead of the competition.
- You’re the largest company
Having a larger company emotes the feeling that a customer will be able to get service more quickly. A larger company also clearly says that you are successful, and because of this success, you have added more employees, trucks, and services to serve your customers better. Conversely, another excellent characteristic that consumers appreciate is being a smaller family-owned business. If you are family-owned don’t hesitate to say so, this builds connections and makes you more personable.
- You offer the lowest prices (or most economical prices in the area)
Every customer loves getting a good deal. Just as no customer wants to overpay on services. Clearly stating your pricing methods, whether you believe in having transparent pricing, up-front pricing, competitive pricing, or the lowest pricing, is essential. These are hot words that consumers associate with getting a good deal and not getting ripped off. Another phrase that works very well in the HVAC industry is affordable.
- You’re a company that treats customers like family
Hit home and make your customers feel not just like a number. You can do this by stating that your company treats customers like family. If you want each customer to be a part of your growing family, let them know. When customers feel like family, they are less likely to have the feeling they are being taken advantage of, so in saying you treat them like family, they are reassured their problems are being handled in the best way possible.
