In the spring and fall, the weather is mild, and many HVACR businesses go through a slow period. However, with a little pre-planning, you can keep your business thriving even during months when people typically adjust their thermostats for money savings.
When the phone doesn’t ring on your end…
One of the fastest and most effective ways to drum up business is to call past customers. If you haven’t already been keeping a detailed database of your customers, what work they’ve had done, and other notes, you should start immediately.
Consider using a CRM system
Consider using a Customer Relationship Management (CRM) system — software that helps you track customer history, schedule follow-ups, and organize service records all in one place. This database will come in handy during slow times when you want to reach out to customers and offer your services. During those slow April days when your phone isn’t ringing, have your customer service team phone those customers.
Don’t just call and ask if they need anything
Instead, read through your notes and see exactly what that customer needs. For example:
- Did your technicians make an emergency run because the furnace wasn’t working for that customer? Perhaps the technician on call suggested a replacement unit for the coming year. Take the time to touch base with the customer and remind them about the technician’s recommendations. This is a good time to let the customer know if new units are on sale or payment plans that might better fit their budget.
- If you replaced a unit during those cold winter months, take the time to follow up and make sure the customer is happy with the new furnace. Suggest a maintenance package for the coming year as well.
Why focus on existing customers? Acquiring a new HVACR customer costs $200-300, while retaining existing customers costs only $40— making retention 5-7 times cheaper than acquisition. Plus, you have a 60-70% probability of selling to an existing customer versus only 5-20% to a new prospect.
Time your direct mail (it still works!)
Take the time to look back over your bookkeeping. What are your slowest months of the year? If you’re like most HVACR contractors, your slow period probably lines up with the mild weather months, ramping up throughout summer and tapering off before winter. This can vary, of course, depending on what area of the country you live in and local demands for HVACR services, so be sure to check what is true for your own business.
Once you have the months singled out that are your slow period, decide what specials and sales you can offer during that time frame to draw in business. While people may not be likely to replace a furnace in April with many warm months ahead of them, they will be likely to buy a new unit before the cold winter months hit.
Just as an example, you could offer:
- March – Half-price tune-ups for current customers
- April – 10% off new unit installation
- September – Extra month free on maintenance packages
- October – Pre-winter safety check package and tune-up
Now, plan to send your mailing out about 7-10 days before the special will be available. This allows several days for the flyer to arrive and a few more days for your customers to think over the offer.
Follow up with personalized outreach
Take the time to make personalized contact with customers. Phone calls work great, but don’t limit yourself — email and text message follow-ups can be highly effective too.
Phone calls
Here are some examples of what you could say:
“Hello, Mr. Smith. This is Jane Doe at ABC Heating & Cooling. I see that we replaced your furnace in December. We’re just calling to check and see how that unit is working for you or if you have any concerns.” Allow the customer to respond and address any concerns he has first. If he has none, continue. “For the month of September, we’re offering an extra month free on our maintenance packages, which can keep your new unit running effectively for many years to come. Can I sign you up for one of those packages?”
“Hi, Mrs. Jones. This is ABC Heating & Cooling calling. I see we came out on a service call last summer and made a minor repair to get you through the end of summer. Our technician noted that your system will need replaced as soon as possible and I wanted to offer you the option of a full refund on that repair with the purchase of a new system. We have a range of options to help you figure out the financing. Can I send someone over to discuss replacing your system?”
Email follow-ups
Email marketing delivers $36-42 ROI for every $1 spent, making it a cost-effective way to reach customers during slow seasons. Use your CRM to send personalized emails referencing past service history and current promotions.
Text messages
Text messages have a 98% open rate, far higher than email. Keep messages brief and include a clear call-to-action, like “Reply YES to schedule your pre-winter tune-up at 20% off.”
The more specific you can be with the customer, the more likely you’ll fill in those empty appointment slots and keep business going. Try to schedule the appointment as quickly as possible before the temperatures climb or fall and your appointment book is once again overwhelmed with emergency calls.
Maximize your slow season with online presence
While you’re making calls and sending mailers, don’t forget your digital footprint. 91% of consumers rely on online reviews before choosing an HVACR contractor, and 62% search online for HVACR repair services. Use slow season downtime to:
- Respond to all your online reviews (builds trust and improves local search rankings)
- Update your Google Business Profile with current photos and services
- Add information about energy-efficient options like smart thermostats and heat pumps
- Enable online booking if you haven’t already — around 70% of customers now prefer to book services online
With a little forethought and strategic outreach, you’ll fill up those empty appointment slots during your slow months while showing customers you’re paying attention to their wants and needs.
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