Publish stories about your favorite installations to attract more jobs just like it.

 

When people are searching for answers to their home comfort problems, the very best thing they can find on the Internet - and that's where they're looking -  is an example of how somebody in their neighborhood fixed the same problem.

They want to see themselves, or something as close as possible, with exactly the same problem who already figured out how the best way to solve it.

NETR Residential Case Study Platform

The most effective way for your company to be the trusted adviser in situations like this is to post the real stories about your favorite jobs right on your website. As many as you possibly can. Make story gathering and story telling part of your company culture and watch them pile up fast.

It's simple once you boil down the required elements of an effective case study. Here's what we ask our ductless contractors for:

  • Salesman's name.
  • Case study name.
  • Customer's name.
  • What was their presenting issue or problem?
  • Why did they contact your company?
  • Customer's town.
  • Customer's neighborhood.
  • Type of structure.
  • Replacement or supplement?
  • What did you replace? (if applicable)
  • What is the ductless supplementing? (if applicable)
  • Rebate savings. (if applicable)
  • Monthly payment. (if applicable)
  • Monthly energy cost before. (if available)
  • Monthly energy cost after. (if/when available)
  • System details - The basic model numbers and the right pics. (especially if your marketing is co-oped.)
  • What else do you want in the story?
  • Pictures and videos with brief descriptions.

Once you have this basic information, it's easy to draft an article, quickly sanity check it with the tech or the salesperson - where you're bound to get a bunch more detail, and boom - you have an article on your website.

Salespeople and techs need to start thinking about every customer as if they were a potential story for their business. For your business.

Stories about happy homeowners, not just about boxes, that showcase your company's way of doing things.

Stories about the people in the homes and neighborhoods who you really want to work with.

Include important words, like the name of your state's rebate program, or the financing options you offer.

synchrony financingmass save rebates

This will increase the attractiveness of your story, meaning higher numbers of local visitors back to your website, finding exactly what they're looking for. Now you have the opportunity to educate these potential customers about the value your company brings to their home and their life.

Change your tone from "Always closing." to "Always helping."

In your stories prospects see homes that looks like theirs in their neighborhood or a neighborhood close by, where your HVAC contracting company was able to solve a problem just like theirs.

Salespeople and techs should be taking pictures of people, homes, and neighborhoods - not just the boxes. Take pictures of the homeowners with their newly installed system. That stuff is pure gold.

This is extremely powerful in building trust, the number one thing that will set you apart from your competition.

Here's a great example of a customer case study video that always drives the point home.

 

 

Once you have these stories published on your website, you can share them on Facebook or your favorite social network, send the link out to an email list of all your leads in the surrounding zip codes, or run pay-per-click ads to drive local traffic to your articles.

Your salespeople can email links to prospects before the appointment, educating them and overcoming objections before the kitchen table.

Flip your sales conversations to consulting conversations using your best customer stories to build trust before the sales call.

Here's a link to a story input form we use when contractors want us to create a draft of their customer case study. You can do the same thing with a paper form, or your own online form on your website.

Password is: casestudy

http://www.comfortmediagroup.com/comfort-media-group-case-study-entry

Once you get to this level, you're ready to start planning a case study video, an even more powerful way for potential customers to see themselves in your marketing content.

Check out these examples to see where you're headed:

ECI HVAC Learning Library - Read It

ECI HVAC Learning Library - Watch It

NETR, Inc. - Owning the Boston Ductless market with real stories about Mitsubishi Electric Ductless installations they've done in and around the greater Boston and North Shore area.

Click Here to schedule a conversation about your lead generation needs

Click Here for a free guide to lead generation using Inbound Marketing

Case Studies

Don Lafferty

About the Don Lafferty: