A recent survey done by Clear Seas Research, in conjunction with The ACHR NEWS, found that 67% of homeowners find their HVAC contractor via word of mouth/recommendation, including social media. However, “word of mouth” doesn’t mean the same thing it used to. Today’s homeowners have more options that just talking to someone and asking them for a recommendation. They can now turn to forums/groups on social media, deep dive into company reviews, text, and then some. Basically, the new word of mouth is ANY way a homeowner can tell someone what HVAC contractor they should use. To excel at today’s word of mouth, HVAC contractors have to involve themselves in their community. They have to get out there and make a name for themselves. Afterall, people can’t talk about people they don’t know. Or rather, recommend them. Being able to track leads is also beneficial to a word of mouth marketing campaign, as it is for any successful plan. Some in the industry, like Crystal Williams, founder and strategist at Lemon Seed Marketing, think the return of referral programs could help contractors succeed at word of mouth marketing.
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