Managing short-term rental properties isn’t for the faint of heart. Problems are more common than renters, and many of those problems can be expensive — especially when they involve either heating or cooling. Rarely are units not in use. And with enough wear and tear, the inner components of HVAC systems (as contractors are aware) stop working as efficiently as they once did. Then, it simply begins to cost more to keep a space comfortable for guests.
That’s a major reason why short-term property managers are always on the lookout for reliable HVAC companies to service air conditioning and heating units. This presents a huge opportunity to become the “go-to” within this sector of real estate. Transparency and credibility will both be key to winning their business, as these managers will want to be certain that you, as a vendor, can provide the specific service they’re looking for.
So the question remains: How do you go about settling on HVAC marketing strategies that will speak to short-term property managers’ needs so you can build a successful HVAC business?
HVAC Marketing Strategies That Will Boost Your Business With Short-Term Rentals
HVAC marketing strategies aren’t all that different than the marketing strategies used for other types of businesses. It all comes down to investing your limited time and resources in the most valuable HVAC marketing ideas and campaigns. Start with these tried-and-tested tactics to help capture the attention of short-term rental property managers so you can become their go-to HVAC vendor:
1. Identify your target market.
You might think you know your target market already. But short-term rental properties encompass a fairly large category and can include everything from primary residential homes to shared homes to vacation rentals. Depending on the size and location of your operations, you can certainly target all types of short-term rental properties. But it’s often wise to limit your focus and expand from there. It can also be a fruitful tactic to include local realtors within your HVAC marketing campaign, as they can refer your business to both buyers and sellers in the industry who might need to fix or replace air conditioning or heating units.
2. Focus on SEO.
Most people search for information online, so you’ll want to carve out a digital space for your business by optimizing your entire website for SEO. To do this, make sure your site speaks to the needs of your target market. Include information about your rates, business abilities, and specialties. If you have some customer reviews, include those, too. You want to position yourself in the best light possible, so you should also focus on creating content (such as blog posts and information sheets) that property managers will find valuable. Think about what they would search for online that would lead them to your site.
3. Work with community organizations.
In the home services industry, one of the best decisions you’ll ever make is getting involved with community organizations. As the old adage goes, it’s not what you know, but who you know. Consider joining your local chamber of commerce, trade associations, and even a homeowners association or two. All in all, remember that networking should always be part of your HVAC marketing strategy, as it can lead to referrals and additional contacts that can improve your business.
4. Build up your reputation.
Business leads to more business, and “little” jobs can be just the ticket for building a successful HVAC business. In fact, highlighting routine maintenance is an HVAC marketing idea that many businesses overlook, but the tactic can keep you top of property managers’ minds when bigger jobs arise. Send out postcards and email reminders to customers when it’s time for routine maintenance on their HVAC units. In addition, HVAC marketing materials like leave-behinds, brochures, and sales sheets provide more information about your services and can help in the relationship-building process among you and your customers.
5. Get social.
No HVAC marketing strategy would be complete without a social media component. It’s important to be present where potential customers spend their time, so create a Facebook business page, start a LinkedIn profile, and open a Twitter account. Each of these channels affords you the opportunity to link back to blog posts offering tips and information about heating and cooling (which will also help with SEO). It might also be a good idea to have a presence on Nextdoor, where homeowners often seek referrals for services similar to yours. Just make sure to always monitor feedback, as you’ll want to respond to and act on any negative comments.
Any one of these HVAC marketing strategies might not be enough to move the needle on its own, but when combined, they can help build your brand name among your target audience. After all, brand recognition is critical for landing additional customers and increasing your base to become the go-to within the short-term rental property industry.
Jesse McCambridge is vice president of digital revenue and sales strategy at CMG Local Solutions, offering a strong, consultative sales approach that ensures clients’ needs are translated into mutually beneficial relationships built on trust, integrity, and collaboration. Jesse is an accomplished digital media executive with extensive experience and an exceptional track record in developing new business, strengthening existing client relationships, and providing innovative solutions for the direct marketing, broadcasting, entertainment, and technology sectors.
