Here in Pennsylvania, we have received reports of HVAC contractors being stopped by State Police, inquiring about the nature of their travel.

Even though HVAC contractors are designated as "Essential Businesses", this is occurring in counties where stay at home orders have been issued. 

We were told that they were asked for a letter, or proof, that they are indeed an essential business.

Consequently, we are suggesting that you provide letters to your employees so they have something official to offer if asked.

Click here to download a letter template that you can customize for your business.

What Should You Do Right Now?

On another note, many of you have asked me what other contractors are doing with their marketing during this tricky period of time.

1. Sell Service Plans. Contractors are sending out the message that service plan customers will be at the front of the line when the stay-at-home restrictions are lifted and elective equipment installation resumes.

2. Stay Top-Of-Mind. While it seems like every passing day presents another level of difficulty for HVAC contractors, many are actively engaging in thoughtful lead generation and customer education in anticipation of the onset of warmer weather. We're doing this primarily with email and boosted Facebook posts. NOTE: Homeowners continue to request estimates and service. 

3. Plan for the next phase. When the famine is over, the feast will overwhelm all of us. Even though nobody is sure when that will be, there's no doubt it is coming. That makes this a perfect time to plan smart, targeted marketing initiatives in anticipation of that day. This is also a perfect time to revisit every aspect of your website to make sure it is aligned with your primary sources of revenue and that homeowners can easily find what they are looking for.

Remember, EVERYBODY is home now, sitting on their couches with their laptops, tablets and smartphones.

They are looking at Facebook and Instagram and Pinterest. They are browsing their trusted Internet news sources and doing their best to stay connected to the world while isolated at home.

• Talk to them through your social channels.
• Educate them back on your website.
• Reassure homeowners that when they need you, your technicians will be well-trained in all the proper sanitary protocols.

Smart contractors are deploying these ideas in a variety of ways, so please don't make the fatal mistake of feeling you need to pause your marketing or pull back on your messaging.

It's time to adapt your marketing strategy and embrace your role as the Trusted Advisor on all things related to plumbing and HVAC.