Episode 2: How To Stand Out In Your Market
The Private Equity Episodes
Masters of HVAC Marketing
Narration by Michelle LaFrance aka The Duchess of Ductless
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… and I created this event for a reason. The reason being that things in your industry are happening wicked fast. It is simply not okay to be a bystander.
We have Private Equity (PE) flooding the market, which is making an impact in nearly every territory. Additionally, Google search has changed dramatically. The old way of doing things simply does not work anymore, and there is a window of opportunity for family-owned contractors to compete and win.
Consumers are also searching for your products and services differently than they ever have before. These are significant changes.
AI Overview
Many people have been fearful about AI, but it can actually be your new best friend. There is a window of opportunity as we transition from the old way to the new way. The old methods included building a website, spending more on SEO, spending more on paid ads, and trying to outrank competitors. This is outdated and not delivering results anymore.
During my presentation, I showcased extraordinary results demonstrating how we can effectively take command of search, and I will share that with you shortly.
You don’t need me to tell you that contractors are saying, “We were spending $40,000 a month on paid ads, and it wasn’t delivering. We cut it back to $10,000 or $12,000, and we’re still getting the same results.”
The Changing Landscape
We understand consumer behavior; they prefer to spend their time and attention at the top of search results. AI is like a hungry ghost, gobbling up content. Instead of traditional SEO (Search Engine Optimization), we now refer to it as Search Everywhere Optimization. Google is looking to find you off your website.
When we create content outside of your website and add it to your website, it elevates your site’s ranking. Take note of how being found off your website impacts your position in Google Maps.
Key Questions
I have a couple of questions for you in my presentation:
- Is bigger better?
– Is a bigger furnace better than one that’s properly sized?
– Is a bigger heat pump better?
– Is a bigger air conditioner better?
You know the answer: no, bigger is not necessarily better than something that is actually properly sized and will work in your home.
- When we start talking about you and Private Equity, is a bigger contractor better?
– The answer is not necessarily. Some of the most highly skilled contractors are not that big—maybe they are owner-operators with just a few people, but they are highly skilled.
- Is a bigger budget better?
– The good news is: it is not. It used to be that someone could outspend you, but that is no longer the case.
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Resources
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