With many people spending more time at home, it is likely that they are noticing things about their house that have previously been ignored. Perhaps their air conditioning isn’t as powerful as it used to be, or their ventilation seems obstructed and they can’t remember the last time it was cleaned. With warmer months ahead, people will be reaching out to HVAC companies to solve these issues. How can your business get out ahead? Here are 7 tips for HVAC companies to win more customers this year.
It can be difficult to get new customers if your HVAC company can’t be found through a simple online Google search. Try these tips to get discovered.
1. Rank in Google search
If you’re not discoverable on Google, it’s not likely you’re being discovered online at all. Despite all of the resources Google can identify in a second, 92% of searchers pick a business that’s listed on the first page. Where you rank in a Google search can be the determining factor of whether a competitor is picked over you.
While everyone wants that coveted front page spot, there are a lot of factors that go into determining how your business ranks in a Google search. Making sure that your website is easy to navigate, quick to load, and has valuable information will help increase how high you rank on Google searches.
2. Near Me Searches
When most people are looking for relevant local businesses, they type in the type of business followed by ‘near me,’ like “pizza near me” or “grocery stores near me.” There are three factors of the ‘near me’ search.
- Distance. It wouldn’t make sense for your business to appear in ‘near me’ searches for people who are hundreds of miles away. The closer you are to the customer, the better chance you have of ranking.
- Relevance. For your HVAC company, it would not be beneficial to appear in searches like, “Auto shops near me.” Instead, you’d want your business to rank in searches like, “HVAC near me.” Google wants to display relevant information to the searcher. The more relevant your business is to the customer’s search query, the higher you’ll rank.
- Prominence. Businesses who have higher reviews and brand authority rank at the top of the search.
The ways you can rank higher in ‘near me’ searches are the same ways you can rank higher in Google searches as a whole: great reviews and a Google My Business page.
3. Create a Google My Business page
Google My Business is a free tool that allows you to manage how your HVAC company appears on Google. This includes all of your important business information like your business name, address, phone number, and website. If you don’t currently have a Google My Business page, go and make one! It’s not only helpful for your customers, but having an up-to-date Google My Business page is another great way to get discovered through a Google search.
4. Get the Google Guarantee badge
Local businesses can also get Google Guarantee badge by signing up for Local Services ads on Google. Google Guaranteed businesses have a green color badge with a white checkmark in it. Being Google guaranteed is attractive to customers because it means the companies have been pre-screened by Google and insured. Also, once you have the Google Guaranteed badge your business will show up at the top of Google search results. This ensures visibility to anyone who searches for an HVAC company in your area.
Stand out from the competition
Now that your HVAC company is easily found online, how can you break away from the pack to secure your spot among your competitors? By delivering fantastic customer experience.
Though related, customer experience is more broad than customer service. Customer experience is how your customers feel about their relationship with your business over time. Was it easy to find your business online? Could customers reach you if they had a question? If your business doesn’t leave your customer feeling satisfied across all touch points, you could lose them to your competition.
5. Use the power of reviews
In business, reputation is everything. Your HVAC company could have a great reputation with past customers, but would someone who is looking you up online know that? Reviews are important because they demonstrate social proof. People likely won’t take a risk on a company they have never heard of before. But, if they see several recent reviews from satisfied customers, they will feel that they can trust your business, even though they have never interacted with you directly. This is the power of social proof.
But, let’s say you’ve tried to get reviews in the past, and you haven’t felt like it paid off. Many businesses struggle to get reviews for two main reasons:
- customers with negative experiences are more inclined to leave a review
- requesting reviews is too draining on your staff
With the right customer interaction management software, the review request process can be automated. Tracking down customers and asking for reviews one-at-a-time wastes valuable manpower and doesn’t usually produce results that reflect the amount of effort put in. By using a customer interaction management software, you can automatically send your customers a text or email requesting them to fill out a review right after you complete a job.
6. Increase customer communications
One of the best ways to get a fantastic customer experience is through clear customer communications. With all of the ways that customers can contact you, it can be easy to lose track of messages. The right customer interaction management system can help you reach your customer experience goals to make sure that no customer gets left behind. Here are some key components that can help your HVAC company get new deals.
Get notifications and take your platform on-the-go
Since you are rarely confined to a desk, look for a user-friendly mobile app to ensure that you can keep up with your customers on-the-go. Get notifications directly to your mobile phone so that you never miss another message, whether you are on the job, in the office, or out to lunch.
Livechat is great for when you have the resources to manage incoming communication. All your website visitors have to do is type in their question and they get an answer immediately on the website itself from a live agent. This is great for questions that require a timely and subjective answer, like, “What is your price range for new air conditioners?” or “I think my air ducts might be dirty. How often should my vents get cleaned?”
This is a perfect option for questions that can be preloaded and answered automatically. Questions like — what’s your address? What are your working hours? Are you open? — can be answered by a chatbot while you are out working with other customers.
Business texting from your website
While livechat is great, it is a financial drain to have someone to answer livechat at all times. With text-based Webchat, you can make sure that all the questions/queries are stored in your Inbox and you can respond to them at your convenience. These replies go straight to the customer’s mobile phone as texts, which helps you retain your leads.
View all communications in one place
When you are sorting through Facebook messages, texts, and chats — it can get overwhelming. Your software should include a unified Inbox, where you can bring all conversations together to manage and respond to all messages from multiple channels from one place.
Assess where you are now
The best way to know which area your business should focus on for improvement is by seeing what your business is already doing well.
7. Look to your current customers
How do your customers feel about your business’s customer experience right now? Are there areas that you can improve? Address current customer concerns before you put all of your energy into acquiring new ones. Are there things that customers have been especially happy with? Now you know that is something you can use as a selling point to new customers. Acquire all of this information effortlessly through customer surveys.
Through a customer interaction management system, you can send surveys to your current customers to gauge their happiness, satisfaction, and overall customer experience. When using a customer relationship survey, you can ask things like:
- How long have you been a customer at this HVAC company?
- How likely are you to recommend this HVAC company to a friend or family?
- Have you been satisfied with your service?
- How would you rate your overall customer experience at this HVAC company?
- Where do you think there is room for improvement?
A customer interaction management system can also help you evaluate the results from the survey to track trends and see commonalities among your business’s strengths and weaknesses. Make your current customers feel like it’s your priority to boost their customer experience. Happy customers are your best advertisers. Investing in happy customers will make finding new ones a breeze.
How Birdeye can help
Score new customers for your HVAC company through Birdeye Interactions. Our all-in-one experience marketing platform helps your business collect authentic reviews, improve your SEO, increase customer communications, and collect customer feedback. From one intuitive portal, respond to website leads, Facebook leads, and SMS text messages. Even better? Interactions is optimized for mobile use, guaranteeing that you will never miss a customer message again. Interested in getting started with Interactions? Take a look at our demo to see how it all works.