Direct Mail Advertising For HVAC Companies
Here are a few Ideas for an Air Conditioning & Heating Company that have been used successfully by our clients. Use one or a combination, but don’t over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.
- Direct Mail Strategy: How Many, How Often?
We get calls, like clockwork, from HVAC companies just before the start of the winter and summer seasons. It makes sense, homeowners haven’t used their heating or air conditioning for a few months and they will need a tune up, service or replacement.
Consider the distribution options. With a budget of about $1100 per month, you could print and mail 36,000 large, full color postcards a year. One option would be to mail to 18,000 homes twice a year prior to the summer and winter seasons. Another option would be to mail to 6,000 homes every other month (6 times a year). Or you could mail to 3,000 homes every month. There’s no right or wrong strategy here. However, direct mail experts emphasize that repetition is an important factor in the overall success of a campaign. Targeting a smaller territory, mailing more often and supplementing your direct mail with additional media can result in a steady stream of prospects, rather than a flash in the pan once or twice a year.
- Call “The Honest Contractor”
It may sound corny, but people are wary of tradesman. Everyone hates the idea of getting ripped off. Remember, you are asking for an invitation to go inside someones home to provide an estimate or checkout equipment. Include your photo on the postcard. It will make the postcard more personal (you may be surprised how many people recognize you). You name and a photo sends a message that you are proud of your company and your work. If you have a crew, show a group photo and they should be in some sort of uniform (even a nice t-shirt).
- Don’t Just Offer A “Tune-UP” – Tell Them Why They Need It!
A pre-season 15 point checkup is a standard offer in the industry. Make sure you show a price for the service and highlight any savings offered. For example “15 Point Air Conditioning Checkup – Now $79 Regular $99 Save $20!”. And be sure to stress the benefits of the checkup: “Extend The Life Of Your Unit and Save On Energy Costs With Regular Maintenance”.
- The No Fee Service Call
If you get the job, waive the service call fee. Your ad can say: “FREE Service Call” the disclaimer can go on to say ”Service call fee waived if work is done (a $59 value)”.
- Offer Residential Service To Your Corporate Clients
No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current clients.
- Show The Price
If you offer replacement units for heating or air conditioning, use a price to get more response. Which offer do you think sounds better? A) “Replace Your Central AC Unit, Call Today & Save!” or B) “Replace Your Central AC Unit – Most Homes In This Neighborhood Only $1995!” . Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call. Use your best offer, with a disclaimer if necessary, for example “…price based on existing electrical and slab.”