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Marketing Home Performance

September/October 2009
This article originally appeared in the September/October 2009 issue of Home Energy Magazine.
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September 03, 2009
Marketing complex home performance concepts in ways that sell whole-house solutions—solutions that address energy savings, comfort, health, and safety—is more challenging than selling furnace replacements.  When successful home performance contractors were asked “how do you simplify the home performance marketing message?” during a presentation at the national ACI conference in Kansas City, their unanimous answer was When we make it simple, we decrease our sales close rate.  While marketing home performance is complex, it doesn’t necessarily require a lot of money.   My survey of 14 of the nation’s leading home performance contractors revealed a mix of low-cost, innovative guerilla marketing tactics, as well as strategic use of paid advertising and direct mail. This article presents the results of that survey, and offers advice that you can immediately put to use. Applying these proven marketing tactics can set your company apart from your competition, set you apart from traditional contractors, and will enable you to increase your profits. Contractors around the country who used to be HVAC, insulation, or solar installation companies are successfully repositioning themselves to become leading-edge home performance contractors. There is no category for Home Performance ...

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