leaves changing colors

Quarterly Promotions: The Importance of Regular HVAC Offers and Promos

The HVAC industry grossed almost $26 million in revenue in 2019, with projected increases in the next few years.

How much revenue did your company generate out of that?

You shouldn't worry if you were unhappy with your sales over the last year based on the industry. There are simple yet effective ways to increase your customers and reach new markets.

Using quarterly HVAC offers creates the opportunity for your brand to convert more clients through building reliability. Forget changing promotions every single month and get into seasonal marketing.

Read below for why quarterly offers are the number one way to maximize promotions for a higher ROI.

The Con of Running HVAC Offers Every Month

As a business owner, you have come across clients who take days or weeks to make purchasing decisions for HVAC or plumbing needs. The reason is simple: these purchases are significant investments for your clients.

You should expect the sales funnel to take more time from interest to conversion than other, everyday purchases. But you can prepare for that extended time and make the most of each day to build trust with customers. 

Trust comes in the form of credibility and reliability. Your brand needs to feel comforting and trustworthy for clients who need to spend thousands on repairing their homes.

Big purchases are about trust between customer and company, which is why monthly HVAC promotions do not have the marketing potential you seek.

You miss out on potential clients by switching promotions on HVAC offers each month. Your customer needs time to get to know your brand, make a decision, and take action.

Seeing your offers switch so rapidly leads to a lack of trust.

Have you ever had potential customers close to purchasing on one of your promos, and then the sale expired? We can guess you lost those clients as they put their emotional investment into your brand, product, and sale.

Changing HVAC offers every month doesn't make your company attractive. It makes it an unstable source of expertise.

Importance of HVAC Promotions Per Quarter

Promotions per month create unnecessary chaos and instability for your brand's perception. Yet, HVAC offers are a great marketing strategy when done on a proper timeline.

Promotions every quarter present the opportunity for more clients to find you and purchase your services.

Marketing HVAC promotions over three months allows the full potential of the offer to impact your business positively. The longer timeline better aligns with the longer sales process your clients go through to make their investments.

The offer becomes a marketing technique in this cycle. You capture interest through marketing the sale, build trust through website and content, and convert the client.

HVAC lead generation via promotions takes organization and team-wide preparation. Your marketing team needs digital and physical assets. Your installers need the resources to meet demand.

You gain a much higher ROI when giving the HVAC promotion the time it needs to succeed in your marketing funnel.

Quarterly Ideas for HVAC Marketing

HVAC marketing done quarterly means you align with the changes your clients experience per season. Using environmental transformations makes your marketing even more relatable.

Every client needs better heating in winter, stronger air conditioning in summer, and preparation in spring and fall.

Seasonal HVAC promotions place you in front of clients seeking to strengthen their homes for upcoming weather. Connecting a marketing strategy to the time of year shows your brand as one that looks out for customers. The trust you build in that promotion is key to sales success.

Pay-per-click advertising (PPC) is a smart way to market your seasonal/quarterly promotions. HVAC leads are currently searching for keywords relevant to your business: 

  • New air conditioning unit in [City] 
  • Prepare heating for winter
  • Redo plumbing system in [Location]

Billions of Google searches are done each day, and some of these connect directly to your business. A PPC marketing strategy using these keywords and locations puts you at the top of the search engine.

A final idea for your quarterly HVAC offers is utilizing social media to connect with the local markets. Create a strong marketing push on socials when you release a new quarter's promotion. If you have the budget for it, we always recommend launching a marketing automation campaign around your offer so that you can target potential customers and get the leads flowing seamlessly with a funnel in place that schedules the service calls for you.

Local clients are on social media and often use that as a form of web search. An updated profile and unique shares for each campaign connect you to potential customers who may need your service. Social shares could include: 

  • Video series discussing the importance of prepping for an upcoming season
  • DIY checklists to see if clients' HVAC systems need maintenance 
  • Team profiles to build relatability through face-to-face interactions
  • Posts sharing info on the new HVAC offers and the timeline for clients to reach out
  • Launching a marketing automation campaign

Building your presence in the local market through social media allows you to share your offers and generate leads that convert.

Building Relationships Between Campaigns

You can change your HVAC offers every quarter while still making the most of the 12 weeks. You don't just need to market the offer over three months and leave everything else to rest.

Use a quarter to market your offer and build relationships with new or existing customers.

There are so many HVAC marketing strategies you can use to strengthen your connection and trustworthiness. Your marketing can do more than sharing your latest offer!

We encourage you to focus on two strategies for relationship building not to overwhelm your resources. Potential options include email marketing, marketing automation, reviews and referrals, and website updates.

Reach out to a few key customers to collect reviews of your services that you can build into a compelling social campaign. These should also be shown prominently on the website to add authenticity.

Build a few website edits that make your brand's site easy to navigate. Your customer should not search through pages of info to find what they need. Place the focus on quick navigations and simple purchasing options.

Start Your Quarterly Marketing Today

A strong marketing campaign will have your HVAC or plumbing company generating hundreds of leads done at the right time. Monthly HVAC offers are confusing for clients looking to trust your business for their investment. Quarterly offers give you the time to build relationships and make sales with new or returning customers.

Promotions will reach your perfect clients through several marketing strategies. Review our services today, and let us help you get your next 1000 customers!

arm that says strategy

Discover the Difference: What Makes Our HVAC Marketing Agency Unique

Are you looking for ways to make your HVAC reach its target market? Do you realize the importance of marketing, but are unsure where to reach out for help? If so, then you need to hire an HVAC marketing agency to build your presence in the marketplace.

However, you shouldn't just hire any HVAC marketing agency. You need to hire Optic Marketing Group. We're battle-tested. We're customer-friendly. We're both online and offline. We have everything you need to succeed. 

See below to learn about what sets Optic Marketing Group apart from any other of the HVAC marketing agencies that you are considering.

1. In-Depth Leads

You want to reach your target market, we can help you get there! As our name would imply, our goal at Optic Marketing Group is to help give you a clearer picture of the leads that you generate. 

The warmer your campaigns are and the more that you know about them, the higher your sales conversion rates will be.

Other HVAC companies will unload HVAC marketing campaigns on you without helping you sort them out. That's like dumping all the puzzle pieces out on the floor and telling you to put it together yourself. It isn't practical!

We provide the entire story and picture of the marketing campaigns that we design. Any time we create one, we will help you understand the reasoning behind it, the market we're targeting, and the conversions that we expect.

We offer so much more than just the numbers. We put those numbers into terms that you will understand. When we describe campaigns to you, we'll leave the marketing jargon at the door. 

Want more information on how to find the right service for your needs? Be sure to read this article on how to choose the best HVAC marketing company. You'll quickly see that we fit the bill!

2. Call Listening

What truly separates us from the competition is our willingness to go above and beyond for our clients. Look no further than our call listening initiatives for an example of this.

We have an internal team that is dedicated to call listening. What's call listening? As the name would imply, it's when marketers listen in to customer calls for the benefit of your marketing campaigns moving forward.

Call listening has many benefits for your brand, such as:

  • Identifying certain pain points that your customers have
  • Empathizing with the raw emotion of your customers and prospects
  • Understanding the customer journey for your brand and how it can be refined
  • Analyzing the quality of your sales calls and how they can be improved
  • Pinpoint the most common customer questions that need to be addressed
  • Understanding the biggest objections or rebuttals that your brand is facing

The list goes on and on. As many benefits as call listening have, most HVAC marketing agencies aren't willing to commit to that level of time and effort. At Optic Marketing Group, we're all in! Call listening helps us ensure that your marketing campaigns are advancing.

3. Detailed Reporting

Some of you might be using a different marketing agency currently. If so, then can you confidently say that agency is fulfilling your needs? With Optic Marketing Group, there will never be any doubt!

We take tremendous pride in providing detailed and visual reporting for our clients. You'll know where your marketing initiatives stand at all times thanks to our month-to-month reports. 

We also offer year after year reports to see how your revenue is growing in the short term and long term.

That's why we have such long and amazing relationships with our clients. You aren't just a customer to us; you're family. We genuinely care about the growth of your HVAC business and put your needs ahead of our own. 

Why? Because when you succeed, we all succeed! You focus on providing high-quality HVAC services to your clientele, and we'll focus on building your book of business.

4. Honest and Dedicated

There are two types of HVAC marketing agencies out there: those that legitimately care about your business and those that only care about their wallets.

Unfortunately, a majority of them fall in the latter. At Optic Marketing Group, our goal is to be as transparent with our clients as possible. We prioritize communication above all else so that you know how we're working to help your brand improve at all times.

You can ask us any question at any time and we'll give you an honest answer. Our reps will remain up-to-date on your account and campaigns.

5. Full-Service Agency

Too many marketing agencies are focused on digital marketing, but nothing else. No matter how much the online marketplace grows, there will always be a place for offline marketing tactics. They can separate you from all other HVAC companies in your community.

That's why we pride ourselves on being a full-service agency, meaning that we offer both online and offline marketing. All the marketing tactics we use are cohesive and line up perfectly in the marketing campaigns we build.

We have experts on our team in each type of marketing, so you know you're getting a high return on your investment.

Reach Out to Our HVAC Marketing Agency Today

Now that you have seen what makes our HVAC marketing agency the best choice, why would you go anywhere else?

Be sure to read this article for more information on how you will be able to grow your HVAC business with full-service marketing on your side.

For any other inquiries that you might have, please be sure to reach out via the contact us form at the bottom of our home page and we will be happy to assist you further.