About a year ago, a small HVAC company opened up in town.
They planned on specializing in Geothermal units and wanted to team up with builders in the area.
My neighbor is one of the owners and he is a really great guy. He seemed on edge of late so I asked him how things were going. He said that business was slow and if things didn’t pick up soon, they would need to lay off employees in order to stay on budget. The idea of putting someone out of work after just a year really bothered him. We have a lot of construction in our area and it seems that homes are being built faster than ever. The Geothermal units are perfect for this because they are cost effective and environmentally friendly. Both of these items appeal to new homeowners. I couldn’t figure out why my neighbor would be having a hard time drumming up business. He said that, even though they had a great product and reliable installers, no one seemed to be calling them for estimates. I asked him about his marketing plan and he said that they mostly depended on contractors to tell buyers about their services. This was his first mistake. I told him that he needed to advertise if he wanted to pull in clients. As luck would have it, I am a web designer and told him that I would give him a great price on a campaign to bring in more business. The site was up and running within a week. Using keywords, demographics, and submitting the site to various search engines made all the difference. The first month brought in a few new customers and he made enough to pay for the charges for the site.