The Complete Guide to Leveraging Postcards for HVAC Marketing

After a brutal winter throughout most of the country, HVAC units all over are showing signs of wear and tear. And with the spring and summer months just around the corner, households will be searching high and low for a trusted HVAC repair technician nearby. As you begin planning your marketing outreach for the rest of the year, don’t underestimate the impact direct mail could have on your HVAC marketing efforts. If you’re not sure about how impactful mailing can be on your ability to attract and retain more clients, this guide is just what the doctor ordered. 

What Are The Most Overlooked Aspects of HVAC Marketing?

While deciding what avenues are likely to generate the marketing results you need, it’s easy to overlook the obvious. Below, you’ll find few commonly overlooked aspects of HVAC marketing to keep in mind on your upcoming campaigns, including:

 

• Tracking Campaign Results:

 

Failing to track the results of your campaigns could result in pouring more money into failing strategies than you ever thought possible. Fortunately, there are multiple methods of tracking mailing campaigns, including QR codes, unique URLs and campaign-specific phone numbers. And relying on GrowMail for your campaigns gives you access to a corresponding landing page associated with your postcard marketing campaign, making tracking your attribution simple.

 

• Recommendations & Referrals:

 

Sometimes, the best marketing resource is a happy customer. If you’ve got satisfied customers, making them a mainstay of your marketing efforts could go a long way. By including a referral bonus in your collateral, your customer base could grow faster than you ever imagined. And many of your customers are already going to hunt for reviews before making a service appointment anyway, so why not beat them to the punch by adding them on your postcards?

 

• Reducing Customer Acquisition Costs:

 

The up-front costs associated with your marketing campaigns is generally a top concern. But what often goes unnoticed is how much you’re spending on your customer acquisition costs. To calculate cost-per-customer associated with your campaigns, add the cost of your sales and marketing efforts, then divide by the number of new customers your campaign delivered.

Cost Effective HVAC Postcard Marketing Solutions To Explore

Price is usually one of the biggest concerns regarding making postcards a key part of an HVAC marketing strategy. Fortunately, there are multiple budget-friendly methods for adding direct mail into your marketing strategy, including every door direct mail (EDDM), and Discount Zones, exclusively offered from GrowMail. Suppose you’re hoping to gain more clients in a particular neighborhood with lots of potential residential customers. In this case, you could use GrowMail’s EDDM map tool to identify these areas and send mail to each address on your selected mailing route.

 

And GrowMail’s Discount Zones provide you with the same benefit for just $0.22 per piece. The biggest difference between Discount Zones and EDDM campaigns is that Discount Zones are first-come, first serve. So if you’re thinking about sending postcards during the spring encouraging recipients to prepare their HVAC systems for the summer, research and reserve your Discount Zone today! 

Seasonal HVAC Marketing Best Practices

The seasonal aspect of HVAC marketing allows you to continue your conversations with new customers all year long. Some ideas to consider for touchpoints you can make with your postcards throughout the year include:

 

• Sending Postcards That Incentivize Early Booking

 

Sure, most of your customers probably wait until there’s a problem with their HVAC unit to reach out. But that doesn’t mean you can’t encourage them to be proactive when it comes to HVAC maintenance. By sending postcards that offer a slight discount, you could accomplish multiple goals. First is that you’re making inroads with customers as a reliable HVAC expert. Additionally, you’re filling your calendar with future appointments to supplement the occasional emergency call.

 

• Providing Best-Practices for DIY Projects

 

Perhaps you’ve got certain customers that are capable of handling smaller tasks associated with HVAC maintenance. In this case, providing a handy step-by-step guide about the importance of tasks like cleaning air ducts could go a long way. After all, some of your recipients may greatly appreciate your willingness to explain the role they have in maintaining low energy costs year-round.

 

• Plant Seeds of FOMO (Fear of Missing Out)

 

The fear of spending the hot summer months without the sweet relief of air conditioning is enough to keep many homeowners awake at night. By sending postcards that express how in-demand your service team is during the hottest (and coldest) months of the year, you’ll get many recipients thinking about what they need to do to prepare themselves for what’s ahead. And that could result in more appointments than you think.

Begin Your HVAC Postcard Marketing Outreach Sooner Rather than Later

Don’t wait until Memorial Day Weekend to begin marketing your HVAC company in hopes of building your book of business for the summer. By then, you’ll have missed the boat completely. The key to maximizing your HVAC marketing outreach is sending your postcards early and often. Let’s pretend that it’s the morning of the Fourth of July, and you’re expecting lots of guests at your place for a barbeque. Then, while getting your morning started, you notice the air conditioner isn’t working. Afterwards, you grab one of the dozens of postcards your local HVAC repair company sends, call the emergency number and get a technician on the scene before the party starts.

 

By now, the introductory postcard sitting in your mailbox from a competing HVAC company is irrelevant. And that’s the case simply because they waited until it was too late to get the ball rolling on their summer HVAC marketing efforts. If you’ve got an audience you’d like to connect with, whether it’s by location or details like age, or homeownership status, GrowMail can help you reach it. 

Get More Proven HVAC Marketing Expertise By Partnering With GrowMail on Your Upcoming Campaigns 

Now’s the perfect time to embark on your journey with direct mail. Implementing the right HVAC marketing strategies at the right time has the potential to take your revenue to the next level. To find out why so many HVAC companies all throughout the nation rely on GrowMail for marketing assistance, create an account and start your first order today!