Energy Efficient Marketing
With energy costs increasing every day, many contractors are not
using this “energy crisis” as a valuable way to increase new
clients. Contractors, regardless if you are an HVAC contractor or a
windows installer, can create a marketing angle and system that
utilizes this energy crisis, to promote your products and services
that will benefit the homeowner in the long run.
As I am always telling my clients, educating your potential clients
is the first step to having a long lasting relationship. Simply
replacing windows, installing a new furnace, or even adding on a new
room, energy efficiency should be important. Important enough that
contractors need to emphasize this in their marketing materials.
Each marketing piece that you create, should promote the actual
dollars they will be saving by using your specific services and
products. For example, if you are a full design remodeling
contractor who occasionally does replacement windows, creating a
marketing campaign for windows, with the message that with the
installation of energy efficient windows, will lower the homeowners
utility bills, allowing homeowners in the long run to expand their
home, request more of your services or simply have lower monthly
costs with an energy efficient house.
A vital part of this energy efficient marketing is to educate not
only your marketing department, but also your sales staff. If your
sales force “buys in” to the benefits of “energy efficiency” then it
will take your marketing and closing ratio a little bit higher.
If you do not want to create your own marketing materials, then
simply get some public brochures and information in regards to
energy efficiency. You can make these requests at
http://www.energystar.gov/,
or find articles in your trade magazines. Much like the way many
contractors use Remodeling Magazine’s “Cost vs. Value” Report, there
is tons of information on energy efficient savings. I know that
Energy Star, actually has a monthly cost calculation software that
can help you demonstrate the savings of a specific product or
service on a monthly basis.
Besides marketing materials, one of the best tools “right now”, is
press releases. Energy crisis and high utility bills are all over
the newspapers and media shows. If you write a press release,
explaining how your services and products cut back on utility bills,
then you will have a higher chance of getting it printed, or even
snag yourself some free air time on your local news.
