Lead Generation Marketing for HVAC
The over-arching goal of lead generation marketing is to develop solid leads for your sales people. The place to begin is by developing a well-target, qualified list of prospects.
Generating Leads through Direct Mail
Direct mail is still the only marketing channel that reaches 100% of your HVAC prospects. All the time, every time.
Yes, direct mail may feel “old school” – but it works. Especially for higher-priced items, like HVAC.
These statistics are from SmallBizGenius.
- 42.2% of direct mail recipients either read or scan the mail they get.
- Direct mail requires 21% less cognitive effort to process than email.
- Recipients purchase 28% more items and spend 28% more money than people who don’t get that same piece of direct mail.
- Direct mail offers a 29% return on investment.
- 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.
The top direct mail format in HVAC is the oversized postcard. Smart marketers are using QR codes to drive people to a landing page on their websites. This is where they can convert these prospects into solid leads.
Telemarketing Still Generates Leads
Many HVAC dealers do very well with telemarketing. Your list can be appended with scrubbed telephone #s. If you work with a reliable list company, they will provide you with scrubbed data. That means the list is purged against the Do Not Call.
Nowadays, many homeowners are “untethered”. This means they do not have a landline. If your Dealership generates leads through telemarketing, you may want to consider a list of homeowners with Cell Phone numbers. We provide HVAC Prospect phone lists that are flushed against Do Not Call lists so you can call with confidence.
Email – Part of your Lead Generation Strategy
Email response increased in 2020. That’s because everyone was home glued to their phones or laptops. A well-crafted email to the right people can definitely generate leads for your HVAC business.
Make sure your subject line entices people to open your email. Give them a good reason to click on your Call to Action button. This way you can drive them your website where you can capture their information, develop a real time lead.
Email addresses can be appended to about 40% of your targeted lead list. As a reminder, before you embark on an email marketing campaign, make sure you double check to make sure you can important rented or appended lists into your CRM system.
Reaching your top HVAC Prospects Digitally
Digital display advertising is a form of advertising that utilizes custom or branded images to reach a specific audience. These ads are also known as internet banners. They typically use photos, videos and graphics to attract users to click and be taken to a landing page. That landing page is where your HVAC Dealership captures real time leads.
It doesn’t matter if you are scrolling through your social media feed or shopping online. Maybe you’re listening to music or watching the news on your I-phone. During your session, a display banner may appear in sight. The banner might be displayed on the top, bottom, or side of your screen. These are digital ads.
With addressable geo-fencing, you can serve digital ads to the same qualified homeowners from your list. By reaching these qualified prospects via another channel, your visibility, branding and chance for success improves.
*Do you do air duct cleaning / provide Air Quality Services? We have a special lists to reach those prospects.
*Do you go door-to-door? Click HERE for some great tips.
