HVAC Leads – Using Email to Boost Your System Replacement Closing Rate
Email can boost your post-appointment closing rate dramatically if you do it correctly
By Michael Haines – Founder of ACDirect.com
I don’t know anyone who closes every sales appointment.
Not even close.
And let’s face it….HVAC leads are expensive!
I’m not talking about the customer who has been with you since the dawn of time. I’m talking about the cold internet searches that get 3-5 quotes and then decide.
Of course, you get the referrals and existing customers who close at pretty high rates, but overall a closing rate of 40-50% is considered very good.
It’s always been my theory that if you have 10 appointments, that approximately 2 of them won’t buy anything from anybody and/or postpone until a later date. That leaves 8 viable leads.
So if you sell 5 that means you closed 5/8, or 62%. Pretty darn good!
But we’re here to discover how to do better.
We’re going to discuss how to properly follow-up and communicate AFTER the unsold presentation.
And today, we are going to learn how to use email for this very purpose.
Once the presentation is completed I would send them a well-written email that cements 2 very important considerations that will separate you from ALL the others.
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Shows you care more than the competition
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Establishes your credibility and authorship
We do this by crafting an email that follows these 4 copywrighting steps, known as the AIDA principle:
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Attention
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Interest
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Desire
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Action
The body of the email will contain content that quickly walks the viewer through these 4 steps. In addition, it will contain an attachment that promises to selflessly help them select the right contractor.
Like this:
10 Tips for Hiring The Right Air Conditioning Installation Contractor
1) Study up — familiarize yourself with state licensing and insurance requirements for contractors in Florida. Record the model numbers of your current system before you call a contractor, along with its maintenance history.
2) Pinpoint areas of concern –Make note of any on-going issues such as uncomfortable rooms, noise concerns, high utility costs, or excessive repairs. This will help potential contractors address your specific needs more efficiently.
3) Get referrals — Ask friends, family, neighbors, and co-workers for contractors they would suggest. Contact trade organizations such as ACCA, for names of member contractors in your area.
4) Obtain references — Ask potential contractors for several references and call them. Ask about the contractor’s overall installation or service performance levels, and if the job was completed as expected and within budget.
5) Look for special offers — a heating and cooling system is one of the largest investments you’ll make as a homeowner. Maximize your investment and reduce purchases expenses by checking around for available rebates on energy-efficient ENERGY STAR qualified heating and cooling equipment. Check with your utility provider for incentives they offer.
Ask if the contractor has any current incentive programs, expiration dates, and qualifiers required to participate.
6) Select ENERGY STAR — ENERGY STAR qualified products must meet strict energy efficiency and usage guidelines set by the U.S. Environmental Protection Agency. They offer significant long-term energy savings over non-ENERGY STAR products. Ask for calculations of savings for ENERGY STAR heating and cooling equipment.
7) Expect a thorough evaluation — a qualified contractor will conduct a thorough analysis of your home and current energy needs. Remember, a bigger air conditioning system isn’t always better; qualified contractors will size the heating and cooling system based on the square footage of your house, insulation levels, and windows using a Manual J Load Calculation.
A good contractor will thoroughly inspect your existing duct system, checking for air leaks and measuring airflow to ensure it meets manufacturer’s guidelines.
8) Get detailed estimates in writing — When comparing competing’ proposals (bids), be sure to compare not only purchase price, but energy efficiency and warranties. A lowest price may not be the best deal if it’s not the most efficient because your energy costs will be higher. Remember, there are 4 costs to consider when purchasing a new air conditioning and heating system.
In addition to the initial purchase costs, consider maintenance and repair costs along with lifetime energy usage.
9) Get it inked — Sign a written proposal with a contractor and obtain a copy before any work begins. Protect yourself by specifying project costs, model numbers, job schedule, included and excluded work provisions, and detailed warranty information.
10) Obtain documentation — Ask for copies of their state contractor’s license and insurance certificate. Call the insurance provide to ensure the policy hasn’t lapsed or been cancelled. Most states require certain minimum insurance levels to protect the homeowner if an employee is injured on your property.
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This will show that you are genuinely interested in helping them make the right decision even if it is not your company.
Next, you will include a link to an article that you have written (or had someone write for you) that contains valuable information designed, again, to help them make the right decision.
This article can be about how SEER ratings work, what they mean, and how to select the right one for their needs. Perhaps it’s about why a thorough head load calculation is so important. (Make sure you discuss your’s with the homeowner and leave of a copy with them).
Either way, the article should be at least 700 words or so to provide real value and show that you spent time and effort to help your customers. Earlier, I mentioned using your email to establish credibility and authorship. Articles you publish online do just that.
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Your HVAC blog provides a way to speak to customers and helps engage them in ways that are otherwise impossible.
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Blogging allows you to provide relevant content that helps customers research their problems and your solutions.
Blog articles help convince your prospect that you are the expert in your field via helpful and well written articles.
At least for now, almost none of your competition is using expertly crafted and well-positioned emails to stay in touch with HVAC leads that will hopefully become your customer.
Sure, I’ve seen a ton of canned and condescending emails that are not custom to your experience with that particular customer. They speak at the customer instead of to the customer and the entire email is all about the company with little content that builds true value for the reader.
Keep the AIDA principle in mind not only for your emails but also all of your website and PPC landing page content. It will dramatically increase conversions regardless of how much or how little website traffic you receive.