What a strange time we’re living in! While COVID-19 introduces its own flurry of anxiety and panic, it’s important to remember that we’ve been here before. With every health, financial, and security crisis our nation has faced, there’s always been service professionals dedicated to helping get back to our day to day normal.
As people hunker down and brace for whatever the Coronavirus may throw their city’s way, your heating and cooling company has a unique opportunity to comfort them with considerate and timely service. It’s going to require careful planning, strategy, and empathy. But your business can make a difference! Here’s how…
Continue Your Online Marketing
When people are scared to even go out to the mailbox for fear of COVID-19, opportunities to get your physical brand in front of consumers are limited. On the other hand, more Americans are going online than ever before. Thousands of people in your community are working from home now, meaning you have an even larger window to harness search marketing and reach them.
Your company needs to continue advertising and optimizing organically as much as possible during this period.
If your website isn’t fully optimized for local search yet, you need to get that taken care of yesterday! If you haven’t done so already, check the findings from our latest HVAC consumer research article “Survey Says: Communication & Customer Reviews“. We offer some awesome data on what website features and communication channels people are wanting most these days.
There’s a couple challenges you’re business will need to master even before your start marketing your services. Nail them however, and you’ll create some exceptionally long-lasting goodwill with clients.
Update: Google has temporarily suspended local GMB reviews – this includes collecting and responding to them – to protect companies from Covid-19 related claims. In the meantime, continue to provide exceptional service. You might also want to keep track of clients you support during this time, so that you can request reviews when the suspension is lifted in the future.
Empathizing With HVAC Consumers
Perhaps you’re scared to death of going outside, but you’re locked into working anyway. Maybe you could care less about COVID-19, and everything feels like business as usual. Whatever end of the spectrum you fall on, remember how most consumers are feeling these days: worried. Many people are terrified of opening up the doors of their homes, but they also need help.
How your technicians handle service visits in these next couple of months could determine the future of your business for years to come.
If you take extra steps to reassure your clients, they’ll respond with enthusiastic praise for your service. Consider training your technicians how to maintain proper distancing from homeowners and their families. Take extra care with cleaning up work areas and wiping them down with disinfectant. When you take a break, ask if you can wash your hands. Make a visible effort to leave the area cleaner than you (or your technicians) found it.
Reordering Your Service Offerings
Homeowners are cutting down on visits outside their residence. They’re also going to limit the number of people coming into their home. That means emergency repairs and essential replacement projects are going to be more common in the coming months.
With the rising concerns about health however, their may be greater demand for air purification solutions. If your HVAC business offers humidity-controlling or air-purification products, these services are likely to see a bump in demand. Harness the trends to figure out which services you’ll need to sideline from advertising (for now), and which ones deserve a boost in spending.
Marketing Effectively With COVID-19
What’s most important is making sure your website shows up for people in your area. Everybody’s online, which mean your competition is frantically scrambling to follow. If you’ve already done the groundwork to optimize your website with quality service pages, great! If not, you need to build those keyword-rich, optimized service pages ASAP.
Compile all of your individual services into categories. These categories make for good top level (broad-topic) pages, where you can easily link to other specific services. Make sure you’ve optimized them with original writing, frequently asked questions, and formatting for easy reading.
Addressing the Elephant in the Room
COVID-19 has people scared of calling out for service. You should heavily consider creating a statement on your homepage about what action your team is taking to prevent spreading the disease. Make sure you back up your statements by training your staff and technicians on how to clean their work spaces.
You might also link to related articles about HVAC solutions helping prevent the spread of pollutants and antigens. Don’t make any 100% promises (or suggestions) about viral safety, but offer solutions that can help people keep their air clean. If you provide installation services for air purification equipment, now might be the perfect time to invest money towards PPC ad campaigns.
Speaking of ad campaigns, here’s an idea: essential businesses still need service too during this time. With fewer companies working in offices, you might save some money and nab a few more clients by narrowing the scope of your ad campaigns. See which counties have active shelter-in-place orders, and try to limit your spend in those areas. You might focus your commercial ads on other essential service companies that are still working.
Be sure to follow recommended practices for preventing the spread of COVID-19, then share your efforts with prospective clients. Not only will it keep your technicians and local homeowners safer, but prospective clients will greatly appreciate your efforts!
In the meantime, keep advertising and promoting your business through local search. People stuck at home still need AC and heating services. Your company has a fantastic opportunity to earn long-term clients during this uncertain time. If you need help with the online marketing part, our team at HVAC Webmasters is always here to help! Call us anytime at (800) 353-3409.