Things to Do After Your HVAC Company Gets a Five Star Review

Over 90% of customers read online reviews before purchasing a product or service.

Running an HVAC company is all about bolstering your reputation. No matter where you operate, there are going to be other HVAC companies vying for the same group of customers. Good reviews help to establish your reputation and draw those customers away from the competition.

When you receive a five star review, you need to know what to do with it. In this post, we're going to tell you how to respond to business reviews.

You work hard to give your customers the best service you can. Now keep reading and learn how responding to your five star reviews can boost business.

Why Responding to a Five Star Review Matters

Getting a positive review isn't something every HVAC company is capable of, so you're already off on the right foot. Once you've got the perfect review in hand, you can focus on your five star review response.

It's important to respond to comments - good and bad - so that your customers know you're listening. Doing so will boost your customer retention and local SEO, which is an important part of establishing your business as the go-to HVAC company in your area.

Your response may also influence how potential customers perceive your business. As we mentioned earlier, a lot of people look at customer reviews before contacting a business. If you show that you're responsive to your customers, it'll show new customers that you care about their happiness.

Expressing Gratitude

There are a few different ways to bolster your five star review image. First and foremost, it's important that your response is genuine and relates to what the customer discussed in their review.

One good way to keep the positive vibes going is to simply express your gratitude for the review and their business. After all, your customers don't have to leave you a review. They're doing it because they enjoyed the service you gave them.

Thank them by name and let them know that you really appreciate their feedback. It's a simple, yet effective approach.

Highlight Your Team

You can take your five star review response one step further and highlight a member of your team that performed the HVAC service. A five star review will often single out a specific team member that provided excellent service.

By acknowledging the same team member in your response, you're showing that you read the review carefully. You can say something like, "Thanks for your review; we'll pass your compliments along to [insert employee]". Doing this on a regular basis will also boost employee morale at your company.

Mention Upcoming Offers

We mentioned earlier that review responses can help you boost customer retention. You can really dig into this by mentioning an upcoming promotion or program in your response to incentivize your happy customer to come back again soon.

It helps if the service you're advertising pertains to something the customer mentioned in their review. Otherwise, it may seem a bit blatant.

Know How to Get Five Star Reviews 

Once you know how to get a five star review and what to do with it afterward, you can go a long way to establishing your HVAC business as the best in the area. Responding to every single online review can be a lot of work, but it truly does pay off in the end.

If you need help optimizing your online reviews or any other aspect of digital marketing for your HVAC business, contact us at Optic Marketing. We're a full-service digital marketing agency that specializes in working with HVAC and plumbing companies.


Google Local Service Ads or Google PPC Ads for HVAC Businesses

Did you know that Google's advertising business generates a whopping $150 billion in revenue?

This is a win-win scenario because Google offers valuable options for business to increase their exposure and gain loyal customers they wouldn't otherwise have. Two main options for Google advertising include local service ads and pay-per-click ads.

Are you wondering what ways you can get the most out of your marketing endeavors? Keep reading to learn all about how to use Google local service ads or Google PPC ads for your HVAC business.

Google Service Ads

Many HVAC Businesses love the fact that Google service ads appear at the top of Google search results. This can save you a significant amount of time. Instead of laboring over SEO, you can essentially cut the line.

Since these service ads operate based on location, your ad will only appear to people who are searching for HVAC products or services in your area. You can expect your ad to appear beside two others that are also relevant.

Aside from your business name, these HVAC ads will also display your business' accumulative star rating, the number of years you've been in business, your hours of operation, and your phone number. This allows potential customers to make an informed decision right away instead of clicking on the ad and giving you outlier data, for instance.

Rather than the number of years you've been in business, you can use that brief text for something else if you'd like, such as a miniature mission statement.

Google PPC Ads

Google PPC ads are yet another great marketing option for an HVAC company that wants more exposure and more lead generation. Since you only pay when someone clicks your ad, you can save money and get real results. Plus, the clicks will allow you to analyze the effectiveness of the ad.

If it isn't performing to your liking, you can tinker and tailor it so that the ad can meet your goals if not exceed them. As for placement, it's common to see Google PPC ads right below local service ads.

Placement is essential but it's by no means everything. Used together, these two types of ads can work wonders for your brand's exposure and general revenue stream.

You can start launching ads through Google's advertising platform but it's better to hire professionals. That way, you can have a more informed and overarching strategy.

Are You Ready to Use Google Local Service Ads and More?

Now that you've learned all about how to use Google local service ads and Google PPC ads for your HVAC business, you can decide which strategies work best with your goals.

Optic Marketing Group is here to help you launch your most successful marketing campaign yet. Our experienced professionals know the ins and outs of SEO, ad functions, audience targeting, and so much more.

If you're ready to take your brand to the next level, then be sure to contact us right away. We're looking forward to working with you.


4 Tips on Training Your Technicians to Sell

Your HVAC company can't thrive without well-trained HVAC technicians.

America is home to over 200,000 HVAC technicians. If your company is going to stand out among the many other local HVAC companies, it's important to give your customer the best service. 

Part of this is ensuring that your employees come from reputable technician schools. The better they are at installing and repairing HVAC equipment, the more reputable your company will be. 

If your company is going to thrive and grow, however, you need your technicians to sell your products and services. In this post, we're going to give you 4 important tips on training your employees to sell. 

Cross-selling or "upselling" is an essential part of business growth, so keep reading and teach your employees how it's done.

1. Incentivizing Sales

The easiest way to get your technicians to buy into a sales role is to incentivize it. Provide a commission or financial reward to the technicians that are able to make sales on the fly.

Individual rewards should entice some of your more outgoing technicians to make sales, but you don't want to alienate the ones who don't perform as well. You can also offer team incentives when sales are made or new clients are brought in. This can help boost cohesion and morale.

2. Training Technicians on Building Rapport

Train your technicians on how to build a rapport with the customer. If your techs are going to make sales, they need the customer to trust that what they're telling them is correct. 

Demonstrated expertise will take them most of the way. Being accommodating and friendly will bring them the rest of the way. Instruct your technicians to ask customers lots of questions and have them almost tutor them by explaining in simple terms what they're doing and why they're doing it.

3. Pointing Out Future Problems

If your technicians notice any other HVAC issues while on the job, they should always bring it to the customer's attention. Without being pushy, inform the customer that a future problem could arise that they can either fix now or in the future. 

Some customers may want to have the problem dealt with immediately. By leaving it open-ended, however, your tech can establish a quality lead for the future and grow your business with return customers.

4. Handling Objections

An important part of doing sales work is handling objections. When your customers object to services you're providing or, more commonly, the price of the services, your technicians need to know what to do.

Instilling confidence in your team of technicians is the first step. If the objections are financial in nature, your technician should be able to outline all of the financing options that your company has available.

Your technicians should also be able to espouse your company's virtues - why you're better than the next company. This comes naturally when you develop a good culture in your HVAC business.

Creating Technicians Who Sell

Some technicians will no doubt show some resistance to the idea of having to upsell customers. However, if you're able to train them in these areas and incentivize them to put in the extra effort - sometimes requiring them to leave their comfort zone - it'll pay huge dividends.

Having technicians who sell will have a positive impact on your business, but you still need to appeal to the right customers in the first place. At Optic Marketing, we can help your HVAC or plumbing business identify and appeal to your niche audience. Contact us today to learn more about how we can help your business thrive.


Branding Strategies for HVAC Contractors

Branding Strategies for HVAC Contractor

Branding Strategies for HVAC Contractors

Would you like to know about several branding strategies for HVAC contractors? Read on to learn what you need to know on the subject.

Keyword(s): Branding Strategies

Everyone will need to hire an HVAC contractor at some point in their life, especially if they own a house or building. HVAC systems not only keep an interior at a consistent temperature, but they help stop mold from developing. So why exactly do you need to know branding strategies as a contractor?

Without a branding strategy, you may find yourself falling behind your competitors. It'll take some investment, but it's essential if you want to earn new customers.

Here's a branding guide to get you started.

What Is Branding?

Branding refers to the promotion of a company or product through advertising or design choices. It can take the form of commercials, new logos, and how you interact with your customers.

This brand helps your business stand out from the crowd. As such, you want it to be distinctive and represent what you stand for.

Branding Strategies

Building a brand for any company takes time. Many HVAC contractors overlook branding because they believe the quality of their work should take priority. And they're not exactly wrong.

However, a brand sends a message to the public and helps you stick around in their minds.

Develop a Logo and Slogan

One of the first branding tips you'll get is to develop a unique logo and slogan. Both draw attention to your brand in different ways.

Consider some of the most recognizable logos and brands around. Apple's logo is a simple apple shape, but people know exactly what company it represents. Nike's slogan, "Just do it", is also easily recognized by its customers.

Stay Consistent

Stay consistent with your business's message. If you market yourself as an HVAC contractor for the everyman, then you should avoid pushing a customer to look at more expensive options. Likewise, don't claim to be the fastest option for HVAC repairs if you're not.

Targeted Marketing

It's impossible for your business to reach everyone, especially if you operate locally. Instead, figure out who your best customers are and go after them. Chances are good that you'll generate more business from homeowners, which will also help you generate new customers.

Social Media Presence

The best branding advice you can get is to use social media. Whether you're trying to stay connected with your current customers or to generate new ones, social media is where you should put your efforts.

You can share your special offers, give tips on saving energy, and show photos and videos of your work. Most social media networks also offer easy advertising and managed ads.

Talk to a Branding Expert Today

Trying to negotiate the world of branding strategies as a Tampa HVAC contractor can prove tricky, as it's difficult to distinguish your business from all of your competitors. However, it's also necessary if you want to create a lasting impression on old and new customers.

Optic Marketing Group is here to help shape your visual identity. We listen to your goals and vision to help develop marketing strategies that'll work. Contact us to learn more and tell us about your business.