Are you struggling to get your HVAC or home service business noticed? Wondering how to turn clicks into customers? 

Tune in to this episode of the Profitable Home Services Podcast where I chat with marketing experts Evan Hoffman and Thaddeus Tondu from On Purpose Media Group. They’ll be unpacking the secrets of effective marketing, from creating a website that converts to mastering customer service with a personal touch. Plus, they’ll reveal how to use your business numbers to make smart, data-driven decisions. 

Whether you’re looking to make small tweaks or big changes, this conversation is packed with actionable advice to elevate your business and delight your customers. Don’t miss out on these game-changing strategies!!!

You’ll learn how to:

• Tackle common marketing challenges and develop effective strategies 
• Optimize your website and respond quickly to customer inquiries
• Conduct return customer marketing and effectively measure ROI 
• Track phone numbers for different service lines & analyze website traffic sources
• Find the cost per acquired customer and understand their lifetime value 
• Leverage technology for improved customer communication and follow-up 
• Understand company culture and employee buy-in to drive the success of your business

 

Key Moments:

[00:02:16] Website Loading Time and User Engagement

[00:06:34] Phone Answering and Service Differentiation

[00:09:04] Customer Service and Marketing ROI

[00:13:50] Market Awareness and Sales Opportunities

[00:17:40] Technician Training and Marketing Integration

[00:20:01] Data Analysis and Decision Making

[00:25:06] Measuring Marketing Effectiveness

[00:27:52] Cost per Acquired Customer

[00:29:42] Customer Relationship and Referral

[00:37:00] Tracking Marketing Effectiveness

[00:40:27] Approach to Data Analysis

[00:41:37] Marketing as an Investment

[00:45:22] Continuous Improvement

[00:47:14] Setting Higher Standards

 

The Digital Front Door: Optimizing Your Website

In today’s digital age, your website is often the first point of contact with potential customers. We discussed the critical importance of optimizing your website to provide actionable information for visitors. It’s not just about having an online presence; it’s about making that presence work for you. We emphasized that a quick response time to customer inquiries is not just a nice-to-have, it’s a must-have. With attention spans shorter than ever, making a positive first impression within seconds can be the difference between a bounce and a conversion.

 

The Human Touch in Customer Service

While technology has advanced leaps and bounds, we all agreed that nothing beats the warmth of human interaction, especially in customer service. The value of a live person answering the phone, as opposed to AI or answering services, cannot be overstated. It’s about creating a connection and showing your customers that you value their time and business.

 

The Art of Internal Marketing

One of the most insightful parts of our conversation was about return customer marketing. A simple yet powerful strategy like leaving a handwritten note after a service call can leave a lasting impression. It’s these small gestures that can set you apart in a crowded market.

 

Measuring ROI: A Complex Puzzle

We also tackled the complexities of measuring ROI (return on investment) from various marketing channels. From traditional methods like billboards and radio to digital platforms, understanding the time it takes for different marketing efforts to yield results is crucial. Operational efficiency, average ticket values, and the presentation of opportunities to customers are all factors that play into the ROI equation.

 

Financial Acumen: The Backbone of Marketing Strategy

Understanding financial statements and numbers is non-negotiable for home service businesses. Thaddeus highlighted the importance of knowing key numbers, such as tracking phone numbers for different service lines and understanding website traffic sources and conversion rates. Evan added that calculating the cost per acquired customer and understanding the lifetime value of a customer are essential metrics for informed marketing decisions.

 

Leveraging Technology for Customer Engagement

In our digital era, leveraging technology for customer communication and follow-up strategies is a game-changer. Text message campaigns and email marketing are powerful tools to engage with customers and drive repeat business. Creating a positive customer experience and building long-term relationships are at the heart of enhancing the overall value of customers to the business.

 

Culture and Employee Buy-In: The Secret Sauce

We also discussed the role of culture and employee buy-in in shaping the success of a home service business. A positive company culture not only impacts customer service and marketing effectiveness but also plays a significant role in employee retention.

 

The Power of Incremental Improvements

As we wrapped up our conversation, we touched on the importance of making small incremental improvements and raising standards. Being proud of running a profitable business and charging appropriately for services is not just good for the bottom line; it’s good for the customer too.

 

Connect With Thaddeus and Evan:

https://www.facebook.com/hvacrevealed

https://www.facebook.com/callonpurposemedia

https://www.youtube.com/@hvacrevealed

https://www.instagram.com/onpurposemedia_/

https://www.instagram.com/hvacrevealed/

https://www.linkedin.com/in/thaddeustondu/

https://www.facebook.com/thaddeus.tondu

 

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