Every HVAC contractor has to decide on their business model at some point. For example, do you want to be a tech or a boss? An HVAC technician is an honest way to make a living but being a boss affords you more lifetime earnings, a better lifestyle, and long-term financial security, with the right blueprint.
In today’s HVAC Marketing Plan Podcast episode, Nolen and Jason discuss HVAC business Model 101: Be a Tech or Be a Boss.
Choosing Your HVAC Business Model
Living gig to gig adds stress to your business and prevents you from generating sustainable revenue. While you can still get by as an HVAC technician, your business value fails to increase over time. The intelligent choice is to build your HVAC business into a credible and prosperous brand.
Job to Job Model
The job-to-job model keeps your company in the gig economy, restricting sustainable income. OF course, you can still make a living with this model, but is it good? When competitors generate more consistent leads from their website, they will lower their cost per acquisition while you pay a premium to buy leads from 3rd parties.
Boss Model
The boss business model involves creating an HVAC company brand that generates leads from your branded online entities. For example, getting leads from your website with SEO will lower your cost per lead. Similarly, acquiring leads from your Google Business Profile will keep customers coming back next time they need an HVAC repair.
How To Create an HVAC Company Brand
If you choose boss mode as your HVAC business model, you have to create a brand. But how can an HVAC contractor create a brand? It’s not as difficult as you might think. Common misconceptions about brand building are that you need dozens of employees, trucks, and locations.
You can have one or two additional employees and still create a brand. Why? Because branding is really about marketing and presentation. If you establish your presence on Google, Facebook, Instagram, and YouTube, people will engage.
You’ll no longer need to buy HVAC leads from 3rd party companies with a more prominent brand than you. You can also invest in HVAC business coaching to increase your accountability.
Digital Marketing
The first step is investing in HVAC marketing for your business. You want to appear at the top of local search results for HVAC-related queries. You’ll notice that companies like Yelp and HomeAdvisor usually rank #1 for these kinds of keywords. So you have to outrank them with your website.
Reputation Management
Even if you rank #1 on Google, people will still vet your company. Before contacting your business, they will look for reviews on platforms like Google, Yelp, and Better Business Bureau. With this in mind, it’s critical to accumulate as many reviews as possible and respond to testimonials. It also helps to showcase your reviews on your website with API plugins.
Personalization
Nameless, faceless companies fail to establish memorable brands. For your HVAC company to enjoy success, you must personalize your marketing campaign. For example, post images of yourself, your team, and your trucks on your website homepage and Google Business Profile. Consumers will engage with brands they can match with a name and face.
Help With Your HVAC Business Model
If you need help with your HVAC business model, reach out to HVAC Webmasters. You can also consume our free podcasts from the HVAC Marketing Plan. Aside from our podcasts, YouTube videos, and free resources, we also provide valuable information in our website blog posts. You can learn a great deal about HVAC marketing on our platforms.
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