We’re going to tell you something, which may come as a bit of a surprise, but probably won’t shock you at all – most property owners know little to nothing about the equipment, the sensors, the controls, and other components that they keep their buildings warm in the winter, cool in the summer. HVAC is something that is known of, but many know very little about it. So, what does a customer do when they recognize (generally as a result of a recommendation from someone who does know something about HVAC) that it is time to replace the system?
They Turn to Google This is the age of the internet. Google (and the other search engines) are now a major part of our life. So, when we have a question and we need an answer, we often turn to Google. The same can be said of those who are trying to make sense of the problems being faced with their HVAC equipment. So, when a potential customer turns to Google to ask a question or seek a local HVAC company, are they going to find your brand? If not, they likely won’t call you. They’ll call your competitor, who’s number can be found online.
They Watch YouTube In addition to be the digital age, it is also the era of the DIYer. Many people are trying to fix, replace, and diagnose household problems on their own these days. With the wide variety of “how-to” videos on YouTube, many of the smaller problems really can be dealt with by the property owner. However, some issues should not be handled in do-it-yourself manner. So, help provide worthwhile, honest, and essential information to the consumer by creating your own YouTube videos. Some of those can provide information on solving small problems in DIY fashion, and others can discuss the reason why it is not safe to go-it-alone.
They go to Social Media for Personal Advice Searching up the problem and possible solutions on Google or YouTube is one thing, but many people realize that they aren’t going to be able to tackle HVAC repair or replacement on their own. So, they turn to friends, family, and co-workers for advice on how to have the problem corrected. How do they ask for this advice? Today, more often than not, they go to social media. When they ask for a referral, it would be nice if your previous (or current) customers could provide a tag to your brand. You’ve got to be on social media for that to happen, though.