Telling your company’s story will connect with customers
Everyone has a story to tell, even heating and air conditioning companies. Many are a story of passion, sacrifice, and the will to succeed where others have failed. People can identify with that and relate to it in their own lives. They want to hear about success and what you stand for. If you humanize your company, consumers will identify with it. They will want to do business with you over your competition. So, how do you brand your HVAC business in 2020?
Separate Yourself from the Competition
What makes your HVAC company different? Why should I call you over the other 50 companies in town? Why are you better? Why should I trust you? These are questions you should ask yourself and be able to answer. This is where branding yourself and your company are vital to your success. So, how do I do it? We all provide repair, maintenance, and installation services. The trick: Tell your story.
- Why did you get in the business to start with?
- Talk about your journey, your life.
- Why you are passionate about your business and the services you provide?
- Talk about the quality and expertise you bring
- Talk about guarantees your company provides
What is Branding?
Branding is the practice of creative awareness of a product or service that is easily recognizable as belonging to your business. HVAC branding is critical to the success and profitability of your business.
Distinguishable brands typically command higher prices than ones that are considered generic. So what does this mean for HVAC companies like yours?
Let’s first identify what the consumer thinks about residential HVAC. The reputation of our industry is sometimes tarnished, and the consumer is expecting bad or poor service. What if we turned that perception around for them? Here are some tips for your service calls:
- Call ahead to let them know you are on the way.
- Email or text them a picture of the service technician.
- Show up on time, in a clean uniform (where possible, we know service can be dirty), in a clean vehicle, wearing a name tag.
The HVAC Equipment Purchase Process
Homeowners think purchasing a new heating and air conditioning system is like buying a new washer and dryer, a refrigerator, or a TV.
They look at the different retail outlets to make their purchase from, and in your case they are looking at potentially you and your competitors. The consumer then moves to what options or features best will meet their needs. (EX: A homeowner is purchasing a new TV. They look at the picture quality, size, smartTV, etc.)
In our world that means:
- Efficiency: SEER, HSPF, AFUE
- Comfort level: single vs. multi-stage vs. variable capacity
- Warranty
You notice we aren’t mentioning price here?
Separating Your Company From the Competition
Trust
Trust is paramount to the consumer. They must trust your company and your technician before they will let you enter their home. Branding around trust for your HVAC business is important. Consumers will weigh this before making a purchase decision.
Value
The average consumer only purchases HVAC 2.5 times in their lifetime, so it is an infrequent purchase. It is the most expensive appliance in the home. They are looking for value over price, but if we don’t present our value proposition they will ultimately revert to price.
Fixed Now
Timely fast service may trump all of the above. Consumers refuse to wait for service. Your HVAC company must have to ability to react fast to the consumer needs. Long gone are the days of waiting two weeks for a new installation or three days for service. So, what if you branded around timely service guarantees? Fixed today or your service call is free? Guaranteed repairs or your money back! What would consumers think about your business?
Customers Will Identity with You
Your heating and air business conditioning has to face the basic facts. Consumers don’t think about you until they need you. So, by branding your HVAC business with things they identify with you will create association with what they like. Your ultimate goal is to become the “Kleenex” of heating and air companies in your area. When they need your services, you are the first company that comes to mind. It’s a lofty goal, but it can be done!
