What You Need To Know Before Hiring A Marketing Agency For Your HVAC Company
Updated: Dec 14, 2017
I think you’ll agree with me when I say:
It’s really hard to hire a marketing company that will give me “real results,” not empty promises.
Well, it turns out, you really can hire a great marketing company if you know what to look for.
A great marketing company that will increase your online presence, that will help you convert traffic, and will help you get more of the business you prefer without having to worry about the success of your marketing campaign.
In today’s post, I’m going to share with you a case study for a Heating and Air Conditioning company that we worked with and how we were able to add $8000 worth of additional business per month and how that changed the overall culture of the company.
Hello, everyone my name is Dan and I am part of the team at Gold Mine Marketing.
Before joining Gold Mine Marketing, I worked in the HVAC industry for over 20 years starting in 1995.
I started my HVAC career as a helper, then promoted to an installer, and finally I moved into sales and that was pretty much by default. I say this because I was selling work not because I was a good sales closer but because people could see that I was good at what I did. I loved to install which led me to start my own company in 2005 because I believed that an HVAC company was a potential gold mine.
And I’m sure you would agree that your company is also a “potential gold mine.” Or you would not have started it in the first place, am I right?
So here I had a van, a helper and myself but very little business. The problem was that I didn’t have enough steady business. I mean the summers were always busy but for the most part I just didn’t have a steady stream of business and it really affected my self-confidence as a business owner-- even as a boss.
Telling the workers to take the day off felt like I was letting them down-- and I was. Workers need to work, and you can’t build a business without steady income.
Then one day the Yellow Pages, which was the best marketing techniques at the time, contact me and I bought a big advertising page. It costed over a $1000 a month but it didn’t do as it promised. It didn’t bring in the influx of business that I was hoping it would. And there are reasons for that, I’ll explain a little later why.
I bought another page in another book and the same thing. I was lucky if I broke even.
Luckily word of mouth worked great for me, but it was not enough business to scale and not enough to keep me and my helper busy year-round.
The bottom line was that my business was not growing, and it was taking a toll on my spirit.
Luckily for me a few years later I bought out another company and that brought a burst of new business. But after that settled down I realized once again that I had to invest into digital marketing.
So what did I do?
I hired one of the biggest HVAC related Digital marketing companies in the marketing industry. They promised to work with me and help me increase my visibility and I signed up for a 6-month contract for their services. Within 2 weeks I knew I made a mistake and within 2 months I was upset from watching thousands of dollars go down the drain per month. They did nothing for my website. I received no new business, I could barely find my site by page 3-- and that was after 4 months after hiring them.
It was a terrible experience and the website they built for me was so ugly . . . I think it convinced people not to call me once they landed on my page.
Yes, it really was that bad.
Finally, after 6 months of throwing away thousands of dollars down the drain I was released from my contract.
And I kid you not, my wife and I celebrated.
If I could just be honest with you, all games a side.
This experience led me to believe that all marketers once they had your money, would just take your money and I honestly thought I would never work with another marketing company again. But time went by and once again I realized that I needed to find a marketing company that would work. I needed to figure out what would take my company to another level. And I was willing to take full responsibility for my results.
I started studying marketing. I invested thousands of dollars’ worth of training. Thousands of hours’ worth of video training. I studied social media, website building, conversions factors and most importantly, I studied branding. After all my research, I then started to work on my own company’s web presence. And voila.
I quickly improved my company’s brand and within a few short months I had my company ranking on the first page of Google. During that same time, I started to run paid ads and we consistently started landing new jobs. The steady work that we brought in provided the money to start rebranding our company and the moral of the entire company started to improve. Our ads were being seen all over the internet and we started pretty much a new company through this process.
This success was so impactful that other companies started hiring us to do the same thing for them and that’s how Gold Mine Marketing was born.
This leads me to this question . . .
Why do so many marketing companies fail to get their clients good and consistent results?
Let me just state that if you can take anything at all from this post it’s this million-dollar question. Believe me when I tell you that this is the question ALL million-dollar companies have successfully answered. And now it's your turn. With that being clearly identified let us help you solve this question once and for all.
To best answer this question we must understand that this is a two-part question. (Which reminds me of what Socrates wrote, “The quality of the answer depends significantly on the quality of the question.”This question is a prime example of the power questioning can have upon the success of one’s life and business. Both are intertwined.)
To fully grasp what we are trying to solve let us begin by dissecting the question. The first part we must fully understand is “what” the problem is.
Answer: Underperforming marketing results. Not enough leads.
The next question to answer is why?
In other words, why is the marketing mistake happening?
(Continue to keep in mind that we are talking about a business that is currently marketing or has hired a marketing company in the past. If your company has not previously hired a marketing company then take good notes as this is what will help you increase your chances of success so you can take your business to another level.)
The third question is “who gets the blame for the mistake?”
A fourth question is, “who is responsible for solving it?”
Let’s start with the easy question first. We know we have a lack of leads generated by our website.
If you are a responsible business owner that wants to be successful then you better begin by blaming yourself for both your successes and your failures.
Let us agree on one thing. No one should care as much as the contractor, if a business is struggling it falls on the contractor. If you don’t have enough work, it falls on the contractor. And there are two ways to solve any problem in any business.
1. Hire a consultant to identify the root of your problem. Then you can opt to pay him to help you fix it. (This may require a significant investment on the owner’s part).
2. Or find and solve the problem yourself.
Of course, you could just continue to deal with the pain of a stagnant and mediocre business. You can also continue to keep your crews wondering if there will be any work the next week. Unfortunately, most contractors will do just that. And you want to know why they continue. Which is really a mind set or psychological questions that is at the root of all success and failure.
The psychology of a mediocre contractor.
Before we continue let me address one extremely important issue that is the real reason why your contracting business has not and may never take off. Take note this next few sentences may change the future of your entire family.
Here we go.
Many and I mean MANY contractors are fear driven. They may never admit it because it takes courage to do so yet it is the fear of failure that keeps them from admitting they are mediocre, which proves my point, that they are fear driven.
But it’s true.
Think about that for one minute. I mean really think about it.
In fact, put yourself in the middle of this conversation, so just reason with me for a minute.
Let’s suppose that you have worked in the industry for 10 years when one day you realized that you wanted to own an HVAC company yourself.
Why did you decide that?
I’ll bet it’s because you see that the HVAC industry is a potential gold mine and you wanted a piece of the action. Right?
Now, as a result of a whole lot of word of mouth you have 2 to 8 guys that are working for you and you are doing good, but you haven’t grown as much as you once dreamed you could.
Ok let’s keep going.
Then one day you woke up saying to yourself, “I’m getting sick of the trade. Or the customers in my town are just too difficult and I’m sick of it.” If you have ever said that.
(Sound the alarm. Sound the alarm.)
I know I did. My wife and my children are witnesses.
Here is the good news.
If you have ever said this to yourself . . . it’s because you are giving out a loud cry that you are stuck.
It’s a sign. That’s all it is and it’s a great thing.
Other signs are words like this.
I’m so sick of it.
I’m stuck. I’m frustrated.
I’m over whelmed.
I need help.
Realizing that your business was stuck and needed some un-stucking.
You then decided to invest and hire a marketing company, but it didn’t work. Your company did not get the kind of results you expected, and it broke your spirit.
I have been there.
In the end you felt like you were just donating money away and by the end of your contract you wanted out. Yet you still have the dream of building your business as the largest company in town, but you are still wrestling with the thought of hiring another marketing company.
But do you know why you didn’t make any money with the last marketing company you hired?
It’s because you didn’t hire the right company.
Perhaps the right company was to expensive and you didn’t want to pay “that much.”