Episode 2: How to Stand Out in Your Market

The Private Equity Episodes

Narration by Michelle LaFrance, aka The Duchess of Ductless

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I created this event for a reason: things in your industry are moving wicked fast. It’s not okay to be just a bystander anymore. Private Equity (PE) firms are flooding the market, making a significant impact in almost every territory. Additionally, Google searches have changed dramatically; the old ways simply do not work anymore.

The Opportunity for Family-Owned Contractors

There is a window of opportunity for family-owned contractors to compete and win. Consumers are searching for your products and services differently than they ever have, and these are major changes to be aware of.

The Role of AI

There’s been a lot of fear surrounding AI, but it’s actually your new best friend. We are transitioning from the old ways to new methodologies. The old way involved building a website, spending more on SEO, and investing heavily in paid ads to try to outrank competitors. That approach is outdated.

In my presentation, I showcased some incredible results about gaining command of search. You don’t need me to tell you; I’m already hearing contractors say they were spending $40,000 a month on paid ads without seeing results. After cutting back to around $10,000-$12,000/month, they’re still getting the same results!

Understanding Consumer Behavior

We know what consumers are doing: they’re spending their time and attention at the top of search results. AI is like a hungry ghost, constantly searching for content. This new approach is not just about SEO (Search Engine Optimization); we now refer to it as Search Everywhere Optimization. Google is looking to find you off your website as well.

When we take these assets we create off the website and add them to your site, it elevates your online presence. Look at Google Maps; you’ll get discovered off your website, and this is a crucial keyword to remember.

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Key Questions in My Presentation

My first question for you is: Is bigger better?

Is a larger furnace better than one that’s properly sized?

Is a bigger heat pump or air conditioner better?

You know the answer—it’s not necessarily true. Bigger is not better if it’s not properly sized to work effectively in your home.

So, when we discuss you and PE, the next question would be: Is a bigger contractor better? Again, the answer is not necessarily. Some of the most highly skilled contractors I know aren’t very large; they may just be an owner-operator with a couple of employees who are highly skilled.

And the best news: Is a bigger budget better? The good news is, it’s not! In today’s world, a company could outspend you, but that is no longer the case.

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To find a ductless heat pump contractor near you, visit: Ductless Directory

To learn more about the benefits of ductless heat pumps, go to: Ductless Directory