Stop dealing with a company that disrespects you when you can get all the leads you need on your own
If you’re an HVAC expert with your own company, you’ve undoubtedly heard about Home Advisor. You might even be using it right now! The dominating force in lead generation, over 100,000 service professionals from practically every trade use Home Advisor to try and get leads.
For anyone unfamiliar with Home Advisor, this might seem like a dream come true; millions of homeowners drawn to a single website where you can offer your excellent services. What’s not to like, right?
The answer is; a lot of things. Ask most HVAC contractors who’ve used Home Advisor, and they’ll tell you all about:
- Giving up many of your rights when you use their site
- Home Advisor using your profile to direct links to their site
- Paying a huge fee for every lead sent to you, even if they don’t use your HVAC services
- Having to monitor your phone 24/7 so that you don’t pay for leads that go to other HVAC companies.
- Leads that aren’t even close to being worthwhile
When all is said and done, you could end up paying a considerable amount of money to Home Advisor while getting very few good leads. It’s been estimated that some HVAC contractors are paying upwards of $100.00 for bad leads, which is ridiculous!
It’s Time To Kick Home Advisor to the Curb and Start Building Your Own Stream of High-Quality HVAC Leads!
If you’re sick to death of spending tons of your hard-earned money paying Home Advisor for junk leads, here’s the best news you’re going to hear all day; There IS a better way.
There are plenty of online marketing tactics and methods that you can use that cost less and deliver far more than Home Advisor ever will. Even better, you keep the leads and retain your rights, and when you get a lead, it goes to you only, not 5, 10, or even 20 other HVAC companies.
With the right marketing in place, you could spend the same amount you’re paying and get up to 10X the leads! Here at HVAC Marketing Engine, we can show you how. We’re HVAC marketing experts!
To prove it, we’re going to show you four different marketing techniques you can use starting today to generate high-quality leads that will be yours exclusively. Plus, they’ll come from folks who need your HVAC services now.
So if you’re fed up with Home Advisor’s fees, crappy leads, and horrible service, let’s get started!
Marketing Technique #1 and #2 – Use Google Ads & Bing Ads
Most HVAC professionals wouldn’t think about using Bing nearly as much as they would think about Google, and for a good reason, Google is so much bigger than Bing. But that doesn’t matter as both use pay-per-click (PPC) ads, which are an excellent, affordable way to market your HVAC business.
First, PPC is perfect if you have a marketing budget and need to stick to it as closely as possible. The way it works is that, when you set up your PPC campaign with either Bing or Google, you set the bids based on your budget and what you want to pay for each click that takes a potential lead to your website.
That allows you to set a daily budget so that you don’t have to worry about going over that budget. Even better, and this is the best part, you only pay for your ad when a potential customer clicks on it. It’s been reported that most HVSC business owners earn $8.00 for every $1.00 they invest using Bing Ads and Google Ads, which is an excellent ROI.
Now, Googe Ads, which is where you would run your HVAC PPC campaign, is much more popular than Bing. That’s not all bad news, however, since there will be less competition on Bing, and you would get more attention and traction for your HVAC business.
What you need to keep in mind when you use either Bing or Google is that you need to create a particular, very targeted ad. If they’re too vague, you won’t get sufficient clicks, so make sure you give users context they’ll relate to if they need help with their HVAC.
Marketing Technique #3- Use Facebook Ads
Social media websites have practically taken over the internet in the last ten years or so, and Facebook is the top dog. Using Facebook Ads to market your HVAC services allows you to deliver your message exactly where it needs to go, right into potential customers’ Facebook feed.
Here’s the thing; Facebook (FB) sees about 1.6 BILLION users every day. The chance that some of them will need HVAC services is pretty darn high, and we think you’ll agree. The good news is that, with Facebook Ads, FB makes it easy for you to find them. You’ll need a business Facebook page to get access to Facebook Ads and, once you have access to it, you’ll get a full suite of options to create your ads and start sending them to FB feeds everywhere.
First, you need to choose your marketing goal. Next, you want to determine what potential customers would want to know. Something new and exciting is always a good choice, such as a great deal on the latest smart thermostat. Keep in mind that Facebook ads, like Facebook itself, are very visual, so you want to add some sort of photo or image that will grab attention. Real faces are a great way to go to because it makes people slow down, take a look, and can create more trust.
Below is an example of a Facebook Ad we ran for one of our clients for AC installs and replacements that has done very well.
The average cost to reach 1000 potential customers using Facebook Ads is only $0.25! That’s an excellent marketing investment.
Marketing Technique #4- Optimizing your Google My Business Page
A free tool from Google, Google My Business is an online business listing that can create a substantial online impact for your HVAC business…but only if you optimize it correctly. Below is a video list of the best methods to do just that and get the biggest bang out of your Google My Business listing and lots of new leads.
- Choose the correct category. The more specific it could be to HVAC services, the better. Either AC Repair Services or HVAC Contractor will work
- Use high-resolution, well-shot images, and photographs. Remember that the Internet is a visual medium. The better your pictures are, and the more you have, the more likely a potential customer will consider contacting you
- Your business information on your Google My Business should perfectly match on every website and social media page. If it doesn’t, Google’s algorithms will cause problems for you.
- Make sure to use a local phone number. Again, Google’s algorithms will check to make sure that your business is legitimate. Also, like your business information, your local phone number should perfectly match every website and page where you have it listed, including parenthesis’ and dashes.
- Start asking happy clients to leave reviews on your GMB page. Offer an incentive to do so and build up a library of them. Google’s algorithms love this and love it when you have a very high ‘star rating,’ which you can only do if you get reviews.
- Never stuff keywords into the Business Name filed. Google will suspend your account for this!
- Don’t set up multiple GMB pages for the same business. That’s a HUGE no-no and could also get your GMB page suspended.
- Build citations. Citations are listings on online directories of your business’ NAP (Name, Address, and Phone Number). This helps Google and users further understand your location and help understand that your business is real. We like to use either Bright Local or CitationBuilderPro and they are relatively cheap.
Marketing Technique #5- Take Advantage of Local SEO
You’ve probably heard of SEO but might not truly understand what it is. SEO stands for search engine optimization. SEO uses keywords to optimize your online content (make it easier for customers to find when they’re searching) and draw potential customers to your website, blog, and other pages like flies to apple juice. Implementing an SEO gameplan for your HVAC businesses can drive leads for a lifetime.
Below are a few of the best tips we know to take full advantage of Local SEO and get plenty of new HVAC leads for a very low (or almost no) investment.
Set up your Google My Business page! (See above.)
This is not only free but a great way to boost your local SEO.
Add location pages to your website
Do you offer services in areas other than your main location? If so, you should have a page on your HVAC website that focuses on each individual location that you serve.
When creating these pages, be sure to not duplicate your content from page to page and include your services and many calls to action such as “schedule service today”.
Blog about events happening in your area.
Anything exciting happening in your town or city is a great subject. If you can relate it to your HVAC business in a relevant way, that’s even better. People love to read about what’s going on in their home town and will very much appreciate what you’re doing.
Set up a Facebook Page and post to it regularly.
We talked about Facebook ads, but having a regular Facebook page for your business means you get the opportunity to engage with local customers personally. Take advantage of this! Post about yourself, your business, what’s going on in town, and anything else that potential customers might find interesting. The more you post, the more people will take notice, follow you, ‘like’ your page, and, when they need an HVAC company, give yours the call. It’s also excellent for increasing local SEO.
Add keyword-rich headings for pages on your website but don’t overoptimize.
When adjusting your heading tags on your website, make sure to clearly identify the keyword first and follow with a qualifier. This could be 10% off ac repair, get a free estimate, etc. Additionally, make sure to adjust your meta descriptions to entice the reader to click on your website.
Google just increased Meta-descriptions to 320 characters and, if written effectively, is an excellent way to increase your local SEO. The best meta-descriptions include:
- The PROBLEM, your typical customer, is facing
- The SOLUTION you are offering
- The FINAL RESULTS they can expect
Follow Other Local Businesses
This last trip is all about forming a community within your community. By following other local businesses, “liking” their pages, commenting on their posts, and so forth, you can form a symbiotic relationship that will help you greatly. You can also ask guest writers to post on your blog, including businesses that are more-or-less related to HVAC services, like local construction companies, plumbers, and electricians.
Hello! We’re HVAC Marketing Engine!
You now have five excellent techniques and methods that you can use to start getting your very own exclusive leads and, ultimately, kick Home Advisor to the curb. You can start using all of them today and start seeing results very soon!