There are many different ways your HVAC company can utilize direct mail. Whether you are wanting to reach new clients, remind current clients, or just let people know who you are, there are several different ways you business can benefit from direct mail. Let’s look at some ideas you can use in your next campaign:
Use Postcards: Direct mailing can be any paper form, including fliers, newsletters, pamphlets, postcards. Postcards work really well. Anything that has to be physically opened might never be the minute a homeowner realizes it’s marketing material. On the other hand, when they look at a postcard, they’ll inevitably read it for a second. Your marketing message should make a concise point and quickly, so the attention span a homeowner gives a postcard is all the time you need. They’ll only give you a second or two, so don’t bother wasting anything more.
Target Your Own Clients: Direct mail is a great way to get more business out of people that have already spent money with you. Thank-you notes help customers feel appreciated. Make sure that any such mailings have their name, but also include the specific service that they had done. Anything customized to them individually will get more attention and response than a mass
Target Mature Neighborhoods: Older neighborhoods mean older homes. That’s not to say you can’t get business from anything built in the last 10 years. However, if they’re still on their original air conditioners, you’re not going to get as many service calls, nor will you likely get those high-dollar replacements and installations you bank on. Aging homes are more likely to have HVAC needs that are higher in terms of both frequency and profitability.
Greet New Residents: There are two ways to do this. First, mail them to any homeowner or family that moves into your service area, and welcome them to the community. Secondly, do the same for any communities that fall into your service area when you expand the boundaries or open a new location.
Send Reminders: Send out reminders for people to get their HVAC units serviced. If your seasonal peaks are in the summer for air conditioners and the winter for heaters, then your dead spots might be spring and fall. To benefit the most from direct mail, target times when you know business will be slow. Preventative repairs and routine maintenance service calls during these times of year make money for your business and help homeowners prepare their systems for the upcoming weather. Many homeowners intend to do this, but things that might not be daily, weekly, or monthly tasks for them can fall to the wayside. Help them know when it’s time to call a professional in for this. Looking out for them can earn some gratitude.
Run Promotions: Let current and future clients alike know about particular deals that they might have interest in. For previous clients, use sales history data to send mailings specifically in reference to business that they’ve done with you before.
If you’d like to find out more information about how to manage your HVAC direct mail campaign, or if you have any other questions you’d like to see answered, please don’t delay – contact us today.
