When it comes to attracting and retaining customers as an HVACR company, advertisements, commercials, and social media are crucial to getting your name out there. This past year, one HVACR company went above and beyond with their efforts. Reiner Group, Inc., from Fair Lawn, New Jersey, is no stranger to the hard work and commitment involved in staying ahead of the curve.
This year, Reiner Group, Inc.’s dedication to embracing the digital age earned them ACCA’s 2024 Marketing Masters Award—a prestigious honor that highlights their successful partnership with ACCA Partner, Scorpion, a cutting-edge digital marketing firm. This award not only celebrates Reiner Group, Inc.’s long-standing history, but also highlights their success in adapting and surviving in the digital age.
Founded in 1934 by Willian Reiner, Reiner Group, Inc. has deep roots in Fair Lawn, NJ, where it has operated from the same location for 90 years. In 1969, the company was acquired by Bernard Tolsma Sr. who took the company to new heights, partnering with Nicholas Kuiken to expand the business and create Reiner Air Conditioning and Heating Company. In 1999, they officially came together and made Reiner Group, Inc. as we know it today.
The new millennium brought with it new opportunities, and Reiner Group, Inc. was ready to seize them. In 2003, the company took a bold step, purchasing several companies: Blue Dot Services, Enviro Air, Spoelstra Incorporated, and Air Conditioning Systems, Inc. This acquisition was more than just a business deal; it was a defining moment that solidified Reiner Group, Inc.’s position as a powerhouse in the HVACR industry.
Today, Reiner Group, Inc. is led by Bernard’s son, Bernie Tolsma Jr., who serves as president, supported by a skilled team of directors and managers. The company has grown to employ over 200 people, each one a testament to the enduring legacy of the Reiner name. Recently, the company purchased a new property in Paramus, New Jersey, with the vision of bringing their four warehouses and three offices under one roof—a move that reflects their ongoing commitment to efficiency and innovation.
As much as Reiner Group, Inc. has evolved in their 90-year stint, one thing has remained constant: their dedication to staying ahead of the curve. This was evident when the company decided to partner with the digital marketing group Scorpion. Prior to this partnership, Reiner Group, Inc. had worked with a marketing company that handled both their traditional and digital marketing. While this approach worked well for them for many years, Bernie and his team recognized that the rapidly changing digital landscape required a new perspective. “We felt like a change was needed, just to move away and get a fresh look on what we’ve been doing,” said Andrew Hulsebos, service director of Reiner Group, Inc., and grandson of Bernard Tolsma Sr., “and maybe hone in on the digital age a little bit more with somebody different.”
That’s when Reiner Group, Inc. turned to Scorpion. “We wanted to work with someone that was cutting edge, which we found Scorpion to be,” Hulsebos said. “We felt like they had some fresh innovating ideas and the tools we were looking for. And it was all in one place.”
This decision to partner with Scorpion marked a significant shift for Reiner Group, Inc. With Scorpion’s help, the company undertook a comprehensive overhaul of its digital presence, starting with a complete redesign of their website. This new site, optimized for search engines, immediately improved the company’s online visibility, drawing in more potential customers.
Scorpion introduced AI-powered tools, including a chatbot and an automatic scheduler, that allowed Reiner Group, Inc. to provide 24/7 customer support. This not only enhanced customer satisfaction but also freed up the company to focus on its core business priorities. Additionally, Scorpion’s reputation management suite enabled Reiner Group, Inc. to better manage online reviews, further strengthening their brand and their relationship with customers.
The results have been nothing short of transformative. By embracing Scorpion’s innovative approach, Reiner Group, Inc. has seen a significant increase in leads, a stronger online presence, and a more efficient allocation of marketing resources. They have taken control of their digital destiny, ensuring that their legacy of excellence continues well into the future.
As they celebrate 90 years in business, Reiner Group, Inc.’s journey is a testament to the power of vision, innovation, and the willingness to embrace change. The recent recognition from ACCA, in the form of the 2024 Marketing Masters Award, is a fitting tribute to their achievements. It is a reminder that even after nine decades, Reiner Group, Inc. remains as committed as ever to leading the way in the HVACR industry.
For those looking to follow in their footsteps, Reiner Group, Inc. offers valuable insights: Invest in your digital presence and focus on your website. “That’s where people are going to look at your business first,” Hulsebos explained.
When people can find your company, they can also reach out to you. Be sure to understand your audience and follow up on what they say. For Hulsebos and Reiner Group, Inc., online reviews are the new word-of-mouth. When you get reviews, there are going to be good and bad ones, and you understand your customers to ensure the best business.
“You need procedures and policies in place behind the scenes to make sure that you can get back to the customers quickly. Otherwise, it’s all for naught,’ said Hulsebos. Scorpion’s chatbot, AI tools, and scheduler helps Reiner Group, Inc. do just this.
Finally, be prepared to adapt. At the end of the year, go back and analyze your strategies and make changes. “You need to be able to be flexible to understand what works, what didn’t work, and be okay with trying new things and they might flop, but sometimes you need to try different things to see what sticks.”
As this story shows, the key to success is not just in staying the course, but in knowing when it’s time to chart a new one. Congratulations to Reiner Group, Inc. on this recognition!
ACCA thanks Scorpion Marketing for sponsoring the 2024 Marketing Masters Award. In need of marketing support? Visit scorpion.co to learn more.
Scorpion is an ACCA Premium Partner. For more information about our Corporate Partner program, visit here or email ACCA’s Strategic Partnerships Manager Kenzi Vizzari at kenzi.vizzari@acca.org.
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