Nextdoor, the hyperlocal social network where neighbors share information ranging from coyote sightings to sushi recommendations, is becoming a valuable marketing tool for HVAC contractors. The site launched in 2011 and now operates in 11 countries with more than 10 million users. The number of users matters less than the site’s focus. It facilitates “neighborhoods” that are created by users. The neighborhoods must contain at least 10 verified users, meaning people who provide their real names and provide a real physical address. The founders name the neighborhoods and set their boundaries, although Nextdoor retains the authority to change either of these.
This means Nextdoor users are the very people HVAC contractors want to reach, said Ben Landers, CEO of marketing firm Blue Corona. Making the site even more attractive, they actively seek recommendations, with 61 percent placing requests. A large portion of those concern home services, Landers said.