A 54% Increase In Sales: Are Those Typical Results?

You know you’re great, right? But does everyone else know how great you are? How do you tell them and convince them to let you prove it? What happens when an established company brand built on service and fairness starts using effective marketing to shout this message to the world? If you’re like me you’re tired of all the doom and gloom, annoying political talk, and empty promises. So, how about a quick success story?

Keith Hudson spent two decades in the HVAC industry before deciding to open his own business. Keith started his contracting business with a simple vision that’s like many others: offer the best products and services at a great price. So, after moving his family to Charlotte and starting his dream, Charlotte Heating & Air is now a 13-year-old company in one of the most competitive markets in the United States, Charlotte, NC.

There are literally hundreds of HVAC contractors competing over homeowners’ fickle business in the Charlotte metro area, including two of the largest independent contractors in the country. Charlotte has stood the test of time and sustained a small foothold there with little to no marketing, just enough to earn a living and keep the doors open with a couple of technicians staying busy. That longevity alone is a testament to doing many things right, but growth was slow and the small, family-owned company had their share of struggles.

As with many contractors with a family dynamic Keith’s son, Caleb, wanted to continue his father’s dream and take the business to the next level. His vision: let’s keep the same excellent service, but let’s quit waiting on the slow process of word-of-mouth to build the business we want. Last year, Charlotte Heating & Air decided to let Hudson,Ink implement a simple marketing plan which included a revamped image with consistent messaging sent out to their service area, and the light switch flipped on.

As of September, Charlotte Heating & Air has seen a 54% increase in sales year over year (even during the uncertainty of 2020), all off of a total marketing spend of less than $50,000. That amounts to a 16X return on their investment so far and makes them one of the fastest growing contractors in the Charlotte area. They made the decision to be proactive, and it’s paying off with results like 20-30% increases in monthly website pageviews, an almost 50% rise in direct Google searches, and expansion into new neighborhoods and areas. This new plan not only guards against someone new moving in and taking their slice of the pie they’ve held tightly for 13 years, but now they’re stealing new market share from others. I guarantee some of those larger companies in the area now recognize their name and are wondering why they’re seeing Charlotte trucks in their old customers’ driveways.

This is the normal spot where I’m supposed to say, “results not typical,” right? Well, I’m not selling acne medication or Rogaine, so I don’t have to throw out the disclaimer to temper your disappointment. I can’t guarantee your results will match or exceed their numbers because all situations are different, but I can tell you with ALL confidence that investing in good marketing is never a bad move.

If you’re the upstart looking to make a dent, good marketing can find ways to make you look just as appealing as the big guys right out of the gates. If you’ve been stuck in a rut and need a jolt, good marketing can revitalize your brand and take you to unseen heights. Or if you’re already the largest around and have to keep fighting off the newcomers nipping at your heels, good marketing can make you all but invincible.

Is it time for you to start using the marketing megaphone and give your prospects a compelling reason your company should be their choice? Is it time to evaluate if the marketing you’re doing now is actually “good marketing” at all? Either way, don’t let success be so close and choose to not even take a look.

If you’d like some help developing a personalized marketing plan to fit your specific needs, area, and budget I’m here to help. Reach out to me at (800) 489-9099 or click here to view my calendar and set up your one-on-one appointment time with me.