The most common complaint I hear as a marketing consultant is about the roller-coaster ride the HVAC industry forces everyone to endure. The constant ebb and flow of being associated with a largely weather-driven service can drive you crazy. Even armed with everything from NOAA satellites to grandpa’s old Farmer’s Almanac, Mother Nature is largely unpredictable. We might not know exactly when the weather will shift, making emergency calls become less frequent, but we do know that it will happen eventually, right? And it could happen suddenly. However, does it always have to be feast or famine? Well, what you do during the feast will determine if you’ll still be eating in a few weeks.
When things are good, there’s a temptation for any business owner to rein in what seems to be unnecessary spending, but is marketing really unnecessary during the good times with no impact from a stop-and-go approach? There are also many contractors who pull the plug on their marketing because they’re already running at capacity due to equipment or employee shortages. Are there ways good marketing could still help you grow even when it seems like you’re maxed out?