When you’re just starting out as a residential HVAC contractor, one of the challenges is generating more business on a consistent basis. Word-of-mouth is great, but it can only take you so far. Once you grow to a certain size and invest in a few additional trucks, hire some techs, maybe hire a helper or two, and bring in a couple office/administrative folks, suddenly you find no matter how good you are, referrals and repeat business just isn’t enough to keep everyone busy. You need more leads — like, yesterday.
Most HVACR contractors begin by investing in advertising and marketing programs designed to generate leads and jobs from homeowners. They rebuild their websites, put the right ad tracking and analytical tools in place to measure results, and proceed to get started with search engine optimization (SEO), email marketing, and pay-per-click (PPC) ad campaigns. But, in the race to generate more business, some contractors find themselves with a new and unfamiliar problem: more leads/sales than capacity.