Service Titan Implementation Guide for Home Service Businesses

In this Be Elite Master’s guide, we uncover the truth about what to expect during Service Titan software onboarding and implementation. We also offer helpful tips to ensure your Service Titan software is fully built out and optimized for your company. Transitioning to Service Titan is a significant step for plumbing, HVAC, electrical, and home service businesses, and Elite Trades is here to help you navigate this journey with confidence.

Its Alot Of Work, But It’s Worth It: What You’ll Gain By Fully Implementing Service Titan

Service Titan is an industry leader for plumbing, HVAC, electrical, and home service contractors of all types and for good reason. For years, they have been a best-in-class software provider offering must-have solutions for contractors such as this short list of Service Titan features highlighted on their website:

Front Office:

  • Proposals & Quotes
  • Service Agreements
  • Scheduling
  • Dispatch
  • Leads
  • Call Recordings

Field Operations:

  • Mobile App
  • Estimates
  • Pricebook
  • Equipment
  • Forms
  • Timesheets

Customer Experience:

  • Online Booking
  • Two-Way SMS
  • Automated Alerts
  • Proposals
  • Financing
  • Tech Tracking

Management & Insight:

The Unspoken Reality of Service Titan’s Deep Feature Stack

Each of the features listed above and the hundreds that have gone unmentioned all require a significant amount of integration and implementation to work properly. Often, each feature piggybacks off a different feature in order to offer full functionality.
Service Titan Onboarding Experience

To start, there is a key difference between onboarding and implementation, although the terms get used interchangeably. Onboarding, as we see it here at Elite Trades, is getting your business to the point where you are actually functioning using Service Titan’s software.

“Simply getting to the point where you’re running day-to-day using Service Titan is a large lift, but make no mistake about it, running day-to-day is far from having all that Service Titan has to offer fully implemented,” our CEO points out.

During the onboarding process, your Service Titan onboarding team will gather information about how you do business.

Basic Steps to the Service Titan Onboarding & Implementation

While each company will have a unique journey during onboarding and implementation process with Service Titan there are a few onboarding milestones that each company they onboard crosses before the go live date:

  • Gather Information: The first step of the onboarding process is for their team to gather information from you and your company.
  • Training: Depending on the complexity of your company, training will begin right away and can last up to 6 weeks.
  • Instance Build-Out: The onboarding process involves Service Titan’s team customizing your instance of the software based on what they learned during the onboarding process.
  • Data Migration: The process of bringing your old data into service titan.
  • Phase One of Implementation: You’ll need to get the basic functionality of the software working before you can go live.
  • Go Live: This is the first day you will use the software.
  • Phase Two of Implementation: For those that want to fully embrace all that this robust tool has to offer, this phase goes on into perpetuity because of the new features they add and how your business changes over time.

Full Implementation of Service Titan

Getting to the point where you can use Service Titan to perform the basic functions of a CRM for plumbing, HVAC, electrical, and home services business is actually pretty easy. Where we at Elite Trades view the implementation process beginning is in getting full use of the software while weaving it into the fabric of how your company does business. In our opinion, full Service Titan implementation means the following:

  • Fully Built Out Pricebook: Accurate and comprehensive pricing for all services.
  • Automated Truck Stock Replenishment Program: Ensures that your technicians always have the necessary inventory.
  • Purchasing Process Utilizing Service Titan: Streamlined purchasing integrated into the software.
  • Dynamic Pricing: Adjust prices based on demand and other factors.
  • Fully Automated Email Campaigns: Regular communication with customers.
  • Built-Out Technician Profile with Skills: Detailed profiles to match the right technician with the right job.
    Robust and Automated Forms in Place and Trained: Efficient handling of paperwork and processes.
    Call Taking Scripts in Place: Consistent and professional handling of incoming calls.

“Not to overwhelm you, but the list above merely scratches the surface of the full Service Titan implementation process.”

Factors That Impact Your Experience

Tech Savviness:

The more you know about all things tech, the easier the Service Titan implementation process will be. Having a solid understanding of integrations, databases, and even some coding experience can make the process much smoother.

Abilities of Your Team:

If you are playing point during the implementation, your team’s abilities will significantly affect the outcome. A tech-savvy team familiar with all functions in the organization is crucial.

Complexity of Your Business:

Companies that have multiple business units, offer residential, commercial, and industrial services, as well as new construction, remodel, and service, will have a longer path during onboarding and implementation than more streamlined operations.

Current Software:

If you are implementing Service Titan in place of a similar software program, onboarding and integration can be quite smooth. However, if you are making huge changes, the process can be much more challenging.

Service Titan Team:

The team you are assigned will have a lot to do with how good (or bad) your implementation process is. Elite Trades can help advocate for your needs no matter your size.

Expectations:

Keeping your expectations fair but not too high will help during the onboarding process. Service Titan’s sales team is aggressive and world-class, and as a result, they tend to overpromise.

Service Titan’s Onboarding Is Based on Size

The larger you are, the more presumably complex you are, which is why larger companies typically get assigned more experienced onboarding and implementation managers. Elite Trades can help advocate for your needs, ensuring you get the right support for your specific situation.

Onboarding Starts Fast and Moves Slow

Service Titan’s sales team is excellent, and once the deal is signed, they move quickly to get you onboarded. However, once your kickoff meetings are booked, things slow down. The onboarding team will start to gather information needed to build out your custom version of Service Titan.

The Data Migration May Not Be Pretty

Migrating data from one software to another can be messy. When you see your Service Titan setup with your old data pulled in, prepare for the worst because it could be ugly. However, Service Titan’s data engineers will remap the data to your liking. Remember, garbage in garbage out, and Service Titan onboarding or implementation can’t change how the company did things in the past.

Service Titan’s Onboarding Has Gotten Much Better

Early on, Service Titan onboarding was a disaster. Over time, they have made significant investments into the process, adding dedicated onboarding teams and streamlining the process. Despite the progress, don’t be surprised if you are dealing with a greenhorn. Many contractors get frustrated at the fact that the onboarding and implementation team doesn’t fully understand their business.

Tips to Help You During the Process

Assign a Head of Implementation:

This person should be tech-savvy, familiar with all functions in the organization, available, and able to make decisions.

Build Out What You Had First:

Focus on making the new software do what the old software did before implementing new features.

Elite Tip: Once onboarding is complete, start to implement the new features that Service Titan allows you to do such as forms, pricebook, online booking, review requests, and marketing automation.

Understand the Uniqueness of Your Business

Even though you do the same thing as the other roughly 300,000 home service contractors in the USA, the way you do it is different. At Elite Trades, we understand the nuances that exist inside each plumbing, HVAC, electrical, and home service company.

Walk Before You Run

During the onboarding process, you will discover many things you would like to set up in Service Titan that build off other things that need to be set up first. Keep a list in one central spot of the things you want to get to after Service Titan is fully implemented.

Be Prepared For Challenges

The onboarding process and implementation of ServiceTian will not be perfect and there will be many hiccups during the process. Instead of getting frustrated when troubles or issues arise, focus on doing what you can to prevent them.

Be Prepared To Train

During the ServiceTian onboarding and implementation process you will be offered a ton of training. Be sure to take advantage of that and press your front office, back office and field team to embrace the training that ServiceTitan provides. Also be prepared to need to deliver training in both a group and individual setting as many in the trades learn much better in a hands-on learning environment.

Rome Wasn’t Built in a Day, Nor Will Your Service Titan

Service Titan implementation is a forever thing. It’s never really done because of how complex the software is, all of the changes and features they continue to add, and the time it takes to implement. For these and many more reasons, remember that building out a custom software solution inside Service Titan’s ecosystem takes years.

Ways Elite Trades Can Take the Pain Out of Service Titan Onboarding & Implementation

Elite Trades has been working with Service Titan since the early days of the software and is intimately familiar with the ins and outs of it. Here are a few ways we help:

  1. Setup Guidance to Allow Scaling: We know the blind spots and can help avoid a ton of work in the future.
  2. Pricebook: We have a Service Titan pricebook solution that solves this large hurdle.
  3. Accounting: We assist with the transition, including switching accounting programs and modifying in-house bookkeeping and back-office functions.
    Marketing: We take the learning curve out of Service Titan’s built-in marketing capabilities.
  4. Automation: We understand Service Titan’s layers, triggers, use cases, and desired outcomes, helping you implement the most impactful automations.
  5. Training: Out team can help you develop training points to get your techs up to speed faster and learn the high impact functions of ServiceTitan.

Elite Trades Helps with More Than Just Service Titan Implementation

Implementing Service Titan can be a daunting task, but with the right guidance and support, it can transform your business operations. Elite Trades is here to ensure your Service Titan implementation is smooth and successful. From setup to full implementation, our expertise will help you maximize the benefits of this powerful software. Contact us today for a free consultation and let’s start your journey to becoming elite.

Eric Smith - Founder & CEO of Elite Trades

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SEO Strategies for Plumbing, HVAC, Electrical, and Home Service Contractors

Search Engine Optimization (SEO) is crucial for any home service business looking to increase online visibility and attract more clients. Effective SEO strategies can help your website rank higher on search engine results pages (SERPs), drive organic traffic, and generate quality leads. In this section, we will explore key SEO practices and how to implement them effectively for plumbing, HVAC, electrical, water conditioning, and well contractors.

The Role of SEO in Home Service Companies

SEO is the backbone of your online presence. It ensures that your website appears in search results when potential clients look for plumbing, HVAC, electrical, water conditioning, or well services. Good SEO practices help you:

  • Increase Visibility: Appear in search results for relevant keywords.
  • Drive Traffic: Attract organic traffic to your website.
  • Build Credibility: Establish your business as a trusted authority in your industry.
  • Generate Leads: Convert visitors into clients through optimized content and CTAs.

Is SEO a Tap Root or Feeder Root?

SEO is a Tap Root. It is essential for building a strong online presence and attracting organic traffic.

“Elite Tip: Many SEO companies prey on companies looking for Plumbing SEO and HVAC SEO services alike. To protect our clients we put together the internet’s most in- depth article about Plumber SEO & HVAC SEO. It’s worth the read.” 

SEO Strategies for Home Service Businesses That Work

1. Keyword Research

Keyword research is the foundation of any SEO strategy. Identifying the right keywords ensures that your content aligns with what potential clients are searching for. Use tools like Google Keyword Planner, SEMrush, and Ahrefs to find keywords relevant to your services. Focus on long-tail keywords that potential clients are likely to use, as they often indicate a higher intent to convert.

  • Identify Relevant Keywords: Use tools like Google Keyword Planner, SEMrush, and Ahrefs to find keywords relevant to your services, such as “emergency plumbing repair,” “HVAC maintenance,” “electrical inspection,” “water conditioning systems,” and “well pump repair.”
  • Long-Tail Keywords: Focus on long-tail keywords that potential clients are likely to use, such as “affordable HVAC services near me” or “best plumbing repair in [Your City].”

2. On-Page SEO

On-page SEO involves optimizing individual pages on your website to rank higher and earn more relevant traffic. This includes optimizing title tags, meta descriptions, header tags, and URLs. Proper on-page SEO ensures that search engines understand the content of your pages and can match it to relevant search queries.

  • Title Tags and Meta Descriptions: Optimize your title tags and meta descriptions with relevant keywords. Keep them concise and compelling.
  • Header Tags (H1, H2, H3): Use header tags to structure your content. Include keywords in your headings for better SEO.
  • URL Structure: Create clean, keyword-rich URLs. Avoid using special characters and numbers.

3. Content Optimization

Creating and optimizing high-quality content is vital for SEO. Ensure your content is informative, engaging, and relevant to your audience. This not only helps with rankings but also keeps visitors on your site longer and increases the likelihood of conversion.

  • Quality Content: Write informative, engaging, and relevant content that addresses your clients’ needs and questions.
  • Keyword Placement: Naturally incorporate keywords into your content, including in headings, paragraphs, and image alt texts.
  • Internal Linking: Link to other pages on your website to keep visitors engaged and improve SEO.

4. Technical SEO

Technical SEO ensures that your website is set up correctly for search engines to crawl and index. This includes mobile-friendliness, site speed, and having a proper XML sitemap. Technical SEO helps provide a seamless user experience and ensures that your website performs well in search engines.

  • Mobile-Friendly Design: Ensure your website is mobile-friendly. Use responsive design to provide a good user experience on all devices.
  • Site Speed: Optimize your site’s loading speed. Compress images, use browser caching, and minimize code.
  • XML Sitemap: Create and submit an XML sitemap to search engines to help them crawl your site more effectively.

5. Local SEO

Local SEO is crucial for home service businesses to attract clients in their local area. Optimize your Google My Business profile and use local keywords to improve local search rankings. Local SEO ensures that your business appears in searches conducted by people in your service area.

  • Google My Business: Create and optimize your Google My Business profile. Include accurate business information, photos, and client reviews.
  • Local Keywords: Include local keywords in your content, such as “HVAC services in [Your City]” or “well pump repair near [Your City].”
  • NAP Consistency: Ensure your business name, address, and phone number (NAP) are consistent across all online directories.

6. Backlink Building

Building quality backlinks from reputable websites improves your site’s authority and ranking. Engage in guest posting, partnerships, and listing your business on local directories. Quality backlinks signal to search engines that your site is trustworthy and authoritative.

  • Quality Backlinks: Obtain backlinks from reputable websites in your industry. These can be through guest posts, partnerships, or local business directories.
  • Local Listings: List your business on local directories and industry-specific websites.

7. Content Marketing

Content marketing helps attract and engage potential clients by providing valuable information. Regularly update your blog with relevant topics and create engaging video content. Consistent content marketing efforts can significantly boost your SEO and establish you as an industry leader.

  • Blogging: Regularly publish blog posts on topics relevant to your services. This helps attract organic traffic and establishes you as an authority.
  • Video Content: Create videos showcasing your services, tips, and client testimonials. Optimize video titles and descriptions with keywords.

8. Analytics and Monitoring

Regularly monitor your SEO performance using tools like Google Analytics and Google Search Console. Analyze key metrics and make data-driven decisions to improve your SEO strategy. Continuous monitoring helps identify what’s working and what needs adjustment.

  • Google Analytics: Use Google Analytics to track website performance, user behavior, and conversion rates.
  • Search Console: Monitor your website’s search performance with Google Search Console. Identify and fix any issues that may affect your rankings.

Example Blog Topics, Keywords, and Video Content Ideas

Creating valuable blog content and engaging video content can attract organic traffic and establish your business as an authority. Here are some example topics, keywords, and content ideas for plumbing, HVAC, electrical, water conditioning, and well services:

Plumbing Blog Topics:

Top 10 Common Plumbing Problems and How to Fix Them

  • How to Prevent Frozen Pipes in Winter
  • Emergency Plumbing Services in [Your City]

Plumbing Keywords:

  • plumbing problems and solutions
  • prevent frozen pipes
  • emergency plumbing services

Plumbing Video Content Ideas:

  • How-to Tutorials: Create videos showing how to fix common plumbing issues like leaky faucets, clogged drains, and running toilets.
  • Seasonal Maintenance Tips: Provide tips on preparing plumbing systems for winter or summer.
  • Client Testimonials: Showcase happy clients talking about how your emergency services saved the day.
  • Behind-the-Scenes: Offer a look at a day in the life of your plumbing technicians, highlighting the professionalism and expertise of your team.

HVAC Blog Topics:

  • Signs Your HVAC System Needs Maintenance
  • How to Improve Indoor Air Quality
  • Energy-Efficient HVAC Systems for 2024

HVAC Keywords:

  • HVAC system maintenance
  • improve indoor air quality
  • energy-efficient HVAC systems

HVAC Video Content Ideas:

  • Maintenance Tips: Demonstrate routine HVAC maintenance tasks homeowners can perform to keep their systems running efficiently.
  • Indoor Air Quality: Explain the importance of indoor air quality and show how your services can improve it.
  • Energy Efficiency: Discuss the latest energy-efficient HVAC systems and the benefits they offer.
  • Seasonal Promotions: Highlight special offers and promotions available during peak seasons.

Electrical Blog Topics:

  • When to Upgrade Your Home’s Electrical Panel
  • Common Electrical Problems and Their Solutions
  • The Importance of Regular Electrical Inspections

Electrical Keywords:

  • upgrade electrical panel
  • common electrical problems
  • electrical inspections

Electrical Video Content Ideas:

  • Safety Tips: Share important safety tips related to electrical systems, like the importance of regular inspections and how to handle minor electrical issues safely.
  • Upgrade Guides: Provide videos on when and why to upgrade home electrical systems, including the benefits and cost savings of modern panels.
  • Client Case Studies: Show before-and-after scenarios of electrical upgrades or repairs, featuring satisfied customer testimonials.
  • Energy-Saving Tips: Discuss energy-saving electrical solutions and technologies that can help homeowners reduce their utility bills.

Water Conditioning Blog Topics:

  • Benefits of Installing a Water Softener
  • How to Maintain Your Water Conditioning System
  • Choosing the Right Water Filtration System for Your Home

Water Conditioning Keywords:

  • installing a water softener
  • maintain water conditioning system
  • water filtration system for home

Water Conditioning Video Content Ideas:

  • Product Demonstrations: Showcase different water conditioning products, explaining their benefits and how they work.
  • Maintenance Tutorials: Provide step-by-step guides on maintaining water softeners and filtration systems.
  • Customer Success Stories: Feature testimonials from customers who have experienced significant benefits from installing water conditioning systems.
  • Health Benefits: Discuss the health benefits of clean and conditioned water for families.

Well Services Blog Topics:

  • How to Maintain Your Well Pump
  • Signs You Need a Well Pump Replacement
  • Benefits of Regular Well Inspections

Well Services Keywords:

  • maintain well pump
  • well pump replacement
  • regular well inspections

Well Services Video Content Ideas:

  • Maintenance Tips: Create videos on how to properly maintain well pumps to extend their lifespan.
  • Warning Signs: Educate viewers on the signs that indicate a well pump needs replacement.
  • Inspection Process: Show what happens during a regular well inspection and why it’s important for home safety and water quality.
  • Client Testimonials: Share stories from homeowners who benefited from regular well services, highlighting the importance of professional maintenance.

These topics and content ideas can help establish your business as a trusted authority in your industry, drive organic traffic to your website, and generate quality leads.

How Much Should You Budget for SEO?

The budget for SEO can vary depending on the size of your business, market competition, and growth goals. As a general guideline:

  • Small Businesses: $500 – $1,500 per month
  • Medium Businesses: $1,500 – $5,000 per month
  • Large Businesses: $5,000+ per month

Investing in SEO is a long-term strategy. It requires consistent effort and resources, but the results can significantly boost your business growth and online presence.

Get a Free SEO Evaluation 

Maximize your online potential with Elite Trades. We offer a free SEO evaluation to help you understand your website’s performance and identify opportunities for improvement. Our expert team will provide personalized recommendations to enhance your SEO strategy and drive more traffic to your site. Contact us today for your free evaluation and start optimizing your online presence.

Eric Smith - Founder & CEO of Elite Trades

Discover How We Can Help You Grow and Scale Your Business Effectively

Common Marketing Mistakes Plumbing, HVAC, & Electrical Companies Make and How to Avoid Them

To successfully market your plumbing, HVAC, or electrical company, it’s crucial to avoid common pitfalls that can waste time, money, and resources. These essential tips will ensure your marketing efforts are both effective and efficient.

Never Take Advertising or Marketing Advice from Someone Who Sells Marketing or Advertising

Taking advice from someone who is selling marketing or advertising services can lead to biased recommendations that prioritize their profit over your success. Their primary goal might be to push their services rather than crafting a strategy that truly benefits your business.

  • Bias Alert: Their advice may be skewed to sell their services, not what’s best for you.
  • Conflict of Interest: They might push for tactics that benefit them more than you.
  • Expert Guidance: At Elite Trades, we provide unbiased, results-driven advice to optimize your marketing strategy.

Never Take Advertising or Marketing Advice from Someone Who Collects Commission on Your Marketing Spend

When someone’s earnings are tied to your marketing spend, their advice might focus more on increasing their commission rather than optimizing your marketing budget for maximum ROI. This misalignment can lead to overspending on ineffective campaigns.

  • Misaligned Incentives: They prioritize their earnings over your company’s best interests.
  • Objective Insight: Seek guidance from experts who focus on your ROI, not their commission.
  • Elite Trades Approach: Our transparent, no-commission model ensures your success is our only goal.

Never Make Claims You Can’t Support

Making exaggerated claims or promises that you can’t deliver will lead to disappointed clients and a tarnished reputation. Always ensure your marketing messages are honest and verifiable.

  • Reputation Risk: Disappointed clients can quickly tarnish your brand.
  • Credibility Matters: Always back your marketing claims with real results and testimonials.
  • Elite Trades Strategy: We help you craft honest, compelling messages that build trust and credibility.

Never Do Business with Someone Who Also Works with Your Competition

Engaging with marketing agencies or consultants who also work with your competitors can lead to conflicts of interest. Even if they seem to favor you, divided loyalty can be detrimental to your business.

  • Conflict of Interest: Even if they seem to favor you, the divided loyalty can harm your business.
  • Exclusive Services: Elite Trades provides tailored strategies unique to your business, ensuring you stand out.

Never Accept Data at Face Value from Ad Salespeople

Ad salespeople might present impressive-looking data to close a sale, but it’s crucial to scrutinize the details. Ensure you understand the metrics, definitions, and expected outcomes before committing to any campaign.

  • Demand Clarity: Insist on clear, detailed definitions and expectations in writing before committing.
  • Informed Decisions: Analyze and interpret data accurately to make smart marketing choices.
  • Elite Trades Analysis: We provide transparent, actionable insights to drive your marketing success.

Never Pay Someone to Do “SEO” or “Manage PPC” Without Proper Oversight

Outsourcing SEO or PPC management can be effective, but only if you have clear oversight. Ensure you understand their strategies and monitor their performance to avoid wasting money on ineffective tactics.

  • Stay Informed: Ensure you understand their activities or manage it in-house if feasible.
  • Results-Driven: Partner with experts who provide clear, measurable results.
  • Elite Trades SEO/PPC: Our comprehensive management services come with transparent reporting and proven strategies.

Never Enter into a Marketing Campaign Promising a Set Number of Leads for a Monthly Fee

Marketing campaigns that promise a set number of leads for a monthly fee often lack transparency and control. Focus on quality over quantity to ensure high conversion rates and genuine client interest.

  • Lack of Control: These arrangements often lack transparency and accountability.
  • Focus on Quality: Prioritize quality over quantity to ensure high conversion rates.
  • Elite Trades Lead Generation: We generate high-quality leads that convert into loyal customers.

Never Run an Ad Without Foolproof Tracking of Its Performance

Running ads without a way to track their performance is like shooting in the dark. Use tracking tools to measure the effectiveness of each campaign, allowing you to optimize and adjust as needed.

  • Measure Success: Use tools to track the effectiveness of each campaign.
  • Data-Driven: Optimize based on performance metrics to maximize ROI.
  • Elite Trades Tracking: We integrate advanced tracking and analytics into all marketing efforts.

Never Draw Attention to Anyone Other Than Yourself in an Ad

Ads should focus on your brand and services, not on competitors or unrelated entities. Keep the spotlight on your unique selling propositions to strengthen your brand identity.

  • Brand Focus: Keep the spotlight on your brand and services.
  • Consistent Messaging: Ensure all ads reinforce your unique selling propositions.
  • Elite Trades Branding: We help you craft compelling content that keeps your brand front and center.

Never Confuse Looks or Entertainment Value with Results

Aesthetically pleasing ads are great, but they must also drive conversions. Prioritize effectiveness and results over mere entertainment value to ensure your marketing efforts lead to tangible business growth.

  • Conversion First: Effective marketing prioritizes conversions over aesthetics.
  • Balanced Approach: Blend creative appeal with strategic messaging to drive results.
  • Elite Trades Design: We ensure your ads are visually appealing and conversion-focused.

Never Fish for Salmon When the Salmon Aren’t Running

Timing is crucial in marketing. Launching campaigns during off-seasons or when demand is low will waste resources. Align your marketing efforts with market demands and seasonal trends for maximum impact.

  • Timing Matters: Align marketing campaigns with market demands and seasonal trends.
  • Strategic Planning: Schedule campaigns for maximum impact and ROI.
  • Elite Trades Timing: We help you plan and execute timely, effective marketing efforts.

Never Trust Anyone Claiming They Can Trick Google

Avoid black-hat SEO tactics and shortcuts. Sustainable SEO practices are based on quality content, compliance with search engine guidelines, and continuous improvement.

Ethical SEO: Sustainable practices are based on quality content and compliance.

Avoid Penalties: Stay away from black-hat tactics that risk penalties.

Elite Trades SEO: We employ ethical, effective strategies to improve your online visibility.

Never Consider Sponsoring Sports Teams, Church Bulletins, or Similar Venues for Advertising

Sponsoring local events or publications can be seen as a donation rather than a marketing expense. While supporting the community is valuable, prioritize high-impact advertising channels for measurable results.

  • Donation vs. Marketing: Treat these as donations, not effective marketing channels.
  • High-Impact Channels: Focus on strategies that deliver measurable results.
  • Elite Trades Sponsorships: We guide you in choosing high-impact sponsorships and advertising opportunities.

Never Trade Repeated Exposure to a Few for Minimal Exposure to Many

It’s better to have a significant impact on a small audience than a negligible impact on a large one. Ensure your marketing efforts are targeted and impactful.

  • Targeted Reach: It’s better to have a significant impact on a small audience.
  • Effective Messaging: Ensure your message resonates and converts.
  • Elite Trades Targeting: We help you target your ideal audience effectively.

Never Associate Your Company with Cheap Things

Avoid marketing strategies that could devalue your brand. Ensure all marketing efforts reflect the quality and professionalism of your services.

  • Brand Value: Avoid strategies that devalue your brand.
  • Quality Association: Align your brand with quality and professionalism.
  • Elite Trades Branding: We help you build a premium brand image that attracts quality clients.

Why Follow These Tips?

Avoiding these common mistakes can save you from wasting resources on ineffective marketing strategies. By adhering to these guidelines, you can optimize your marketing efforts, ensuring they are both effective and efficient.

How Elite Trades Can Help

  • Industry Leaders: Elite Trades™ is the foremost expert in marketing, advertising, and branding for plumbing, heating, air conditioning, and electrical companies.
  • GrowAmatic™ Program: Our comprehensive program helps you navigate marketing complexities and grow your business.
  • Turnkey Solutions: We offer scalable marketing solutions that optimize budget and results in any market.
  • Immediate Lead Generation: Balance generating leads today with building long-term client relationships.
  • Future Opportunities: Create future client opportunities with strategic marketing efforts.

Ready to optimize your marketing strategy and grow your business? Contact Elite Trades today and let’s get started.

Eric Smith - Founder & CEO of Elite Trades

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Paid Referral and Lead Services for Plumbing, HVAC, and Electrical Businesses

Last and least (yes, you read that correctly), are paid referral sites and the latest and greatest neighborhood rant apps. These come in many shapes and sizes such as Angie’s List, HomeAdvisor, Thumbtack, and those daily emails claiming they have overflow leads in your area. These 3rd party companies use paid internet searches to gather customer information, call it a lead, and then sell the names to anyone willing to buy them. They utilize the same tools explained throughout this manual. Essentially, they act as middlemen, and the quality of the lead is often questionable.

Back in the day, condo associations, neighborhoods, and other social groups shared common service provider directories. Today, they are apps. Like all social media apps, they are free to the user, meaning either shareholders are footing the bill or they need to sell ads. Advertising on these apps may appeal to you, and depending on the cost and ROI calculated, it may be a good idea. Below, we will explore the benefits and risks.

How Referral Sites Should Be Used in Your Plumbing or HVAC Company

This advertising method specifically targets people who need your services today. It is best reserved for sales-related services, such as replacement HVAC systems and other high-dollar plumbing or HVAC services.

Are Referral Sites a Tap Root or Feeder Root?

Paying for leads is a Feeder Root and likely will not be required after you have your GrowAmatic™ program fully planted.

Key Considerations for Using Paid Referral and Lead Services

You’re Not the Only One: 

HomeAdvisor and similar sites send the same lead to many companies in the same market. This typically results in a bidding situation, which is the platform’s intention.

The Right Client?: 

One of the things that must be tested and measured is the client profile of the leads you’re getting. Are they the right clients for your company and the level of service you offer?

Watch Your Wallet: 

Many of these sites charge $50 for a name, claiming it’s a qualified lead, with no guarantee you’ll ever get a chance to quote the job. Costs can rack up quickly with services like this.

Be First to Respond: 

Since you know you got the email at the same time as everyone else, try to be the first company to respond and see the client. This gives you a chance to one-call-close the client or at least set the bar high.

“I Have a Guy for That” Sites: 

If you’re going to toss your hat into Thumbtack and Nextdoor neighborhood networking handyman-type apps, consider the fact that you are signaling comfort with fishing in the same pond as the one-man bands and side jobbers in your market. Nothing wrong with neighborhood networking, but be aware of the type of client you’re attracting.

If Your Leads Are Slow, So Are Theirs:

Often companies turn to referral sites when things slow down, assuming they’re taking all the leads you’re not getting. Think again! Often, if your phones are slow, there is just a shortage of demand in the market.

Reputation on Neighbor Apps Is Shallow:

If you’re just starting out, using neighbor apps can be a great tool to get your name out there and start building a client base. Be aware that people on these apps are generally “ranty” by nature. Make one happy, and they will tell some friends. Upset one, and they will ban you from the site. Easy come, easy go.

How Much Budget Should You Allocate to Referral Sites?

These referral sites can get really expensive, but the positive is that you can set a budget and adjust as needed. The neighbor apps can be fairly cheap. We personally don’t dabble in this area, but we have clients that do who have spent up to $2,000 buying leads (but they don’t anymore).

Eric Smith - Founder & CEO of Elite Trades

Discover How We Can Help You Grow and Scale Your Business Effectively

Radio & TV Advertising Strategies for Plumbing, HVAC, and Electrical Companies

Radio, TV, and other mass media are the slow burn of advertising. Because of the slower sales cycle that exists for plumbing and HVAC companies, it is used strictly as a branding tool at first. Once you have saturated the market and burned your message into the mind of your market, you can then start to occasionally use radio for direct response. Over 50% of our company’s and many of our clients’ marketing budgets are funneled to radio and/or TV. Our methodology is as follows: we have a great organic website presence and overall marketing program to capture opportunities that exist today. If we begin to talk to the market when they don’t need us, perhaps when they do need us, they will go to Google specifically to find us versus shopping for a plumber or HVAC contractor. This method has worked wonderfully for us over the years. 

Effective radio requires a significant investment and is a whole different level of advertising. Results are based on three main things: Relevance (does the listener you’re talking to care? And if so, how much?), Credibility (does the listener believe the claims being made by the advertiser?), and Repetition/Frequency (how often is the listener exposed to this message?). Below we provide just a couple of the key concepts to provide as a starting point. If you are considering getting on the radio, please get in touch with us and we will help walk you through the rest… because there is a lot at stake!

Where Do Radio and TV Ads Fit into the Marketing Strategy for a Plumber, HVAC, or Electrical Contractor?

Very few people listening to the radio or watching TV actually need a plumber today or the services offered by HVAC and electrical repair companies. This means the purpose of your ads is to convince a listener that they want to call you when they need your services.

Are Radio Ads a Tap Root or Feeder Root?

Radio & TV are Feeder Roots and should not be deployed until you are ready.

Key Concepts for Effective Radio and TV Advertising:

The Dominant Brands Are Always on TV or Radio:

The most dominant brands in any market leverage TV or radio, or often both. These platforms offer unparalleled reach and influence, crucial for solidifying your brand presence.

Knowledge is Power and Money:

There is a ton of awesome information available regarding how to use the radio to really grow your business. Before you start spending 50-100k a year on the radio, do yourself a favor and study some ads. You’ll at least know when the ad man is selling BS.

Frequency is KEY:

Radio salespeople will toss around a lot of data. The most important figure to look at is frequency. Shoot for a minimum frequency of 3, meaning the same message will be heard by the same person within seven nights of sleep.

Get the Message Right:

Radio ads, and actually all ad writing, is an art. Bad ads or ads that look and sound like the rest don’t cut through and will not work. Budget some money for good ad writing. Your radio stations will offer to write the ads for you, and if you’re smart, you will politely decline.

Work with an Expert:

Because of the significant investment, it’s essential to work with experts in TV and radio advertising. Elite Trades collaborates with some of the best minds in the world for TV and radio advertising to align plumbing, HVAC, electrical, well, and water conditioning contractors with the right fit.

You’re Not a Consumer of Plumbing or HVAC Services, So Stop Trying to Sell to Yourself:

Ad content, station choices, etc., are often made based upon what the business owner likes or listens to. Huge mistake. You’re not trying to sell yourself, are you?

Do Not Jump In and Out of the Radio or TV:

It takes time for radio ads to begin to work. For it to really work, you need to commit to radio ads 52 weeks a year. Jumping on the radio for a few weeks and then off again is only beneficial for radio salespeople.

Buy One Station Get Three Free:

Well, not really. Long before we ever ran an ad on TV, people swore that they called us because of a TV ad. People also routinely tell our call center that they heard radio ads on stations we don’t run on. When you use mass media of any kind, the consumer will rarely be able to tell you exactly where or when they heard the ad. Which further proves a point from before- they must be able to find you very, very easily.

When to Know You Should Be on TV or Radio

Deciding when to start using TV or radio advertising can be a critical decision for your business. Here are some indicators that it might be the right time:

  • Established Market Presence: You have a strong online presence and a consistent influx of leads from other marketing channels.
  • Budget Availability: You have the budget to commit to a long-term advertising strategy without compromising other areas of your marketing plan.
  • Capacity for Growth: Your business operations are capable of handling an increase in call volume and new customers.
  • Brand Recognition Needs: You want to increase brand awareness and become a household name in your service area.
  • Target Audience Reach: You have identified that your target audience frequently consumes radio or TV media.

How Much Does It Cost to Advertise a Plumbing, HVAC, or Home Service Business on the Radio or TV?

Of course, this is market and station dependent. Radio is considered very expensive. In a major market on a major station, you can easily spend $150 per spot and need 20+ per week, which at those numbers is $9,000 per month for one station.

Get Expert Help with Your TV and Radio Advertising

Maximize your TV and radio advertising efforts with Elite Trades. We offer a free, unbiased evaluation to help you understand if TV or radio advertising is right for your business. Additionally, we provide a free introduction to the world’s best TV and radio ad writing and media buying experts. Want to dominate your market? Take Action

Eric Smith - Founder & CEO of Elite Trades

Discover How We Can Help You Grow and Scale Your Business Effectively

Lead Generation Strategies for Home Service Contractors

Generating quality leads is the lifeblood of any successful plumbing, HVAC, or electrical business. Effective lead generation strategies can help you attract new clients, grow your business, and increase revenue. In this section, we will explore proven methods to generate leads, the importance of a multi-channel approach, and best practices to ensure your lead generation efforts deliver results.

The Role of Lead Generation in Home Service Companies

Lead generation is critical for maintaining a steady flow of new clients and keeping your business growing. It involves capturing the interest of potential customers and nurturing them until they are ready to use your services.

Is Lead Generation a Tap Root or Feeder Root?

Lead generation is a Tap Root. It is essential for sustaining business growth and ensuring a consistent pipeline of new clients.

Effective Lead Generation Strategies for Home Service Businesses

1. Optimize Your Website for Lead Capture:

  • User-Friendly Design: Ensure your website is user-friendly, with clear calls to action (CTAs) and easy navigation.
  • Lead Capture Tools: Use contact forms, chatbots, and pop-ups to capture visitor information. Make sure these tools are simple and quick to fill out to avoid deterring potential leads.

2. Leverage SEO and Content Marketing:

  • SEO Optimization: Optimize your website and content for search engines to attract organic traffic. Use relevant keywords related to plumbing, HVAC, and electrical services.
  • Content Creation: Create valuable content such as blog posts, videos, and infographics to attract and engage potential clients. Educational content that addresses common problems and offers solutions can position your business as an industry expert.

3. Use Pay-Per-Click (PPC) Advertising:

  • Targeted Campaigns: Run targeted PPC campaigns on platforms like Google Ads to attract clients actively searching for your services. Use specific keywords to target local customers.
  • Performance Tracking: Use tracked phone numbers and landing pages to measure the effectiveness of your campaigns. Analyze this data to refine and improve your PPC strategy.

4. Engage on Social Media:

  • Platform Selection: Use social media platforms to share valuable content, engage with your audience, and promote your services. Focus on platforms where your target audience is most active, such as Facebook, Instagram, and LinkedIn.
  • Social Media Ads: Run social media ads to reach a wider audience and generate leads. Use targeting options to ensure your ads reach the right people.

5. Implement Email Marketing Campaigns:

  • Email List Building: Build an email list of potential and existing clients. Use opt-in forms on your website and during service calls to collect email addresses.
  • Email Content: Send regular newsletters with promotions, tips, and updates to keep your audience engaged and informed. Develop an email marketing calendar mixing in tips, specials, and other valuable content. Use text-based emails for higher deliverability.
  • Automation: Take advantage of email marketing integrations built into ServiceTitan and Housecall Pro. Use automation to streamline follow-ups on estimates and engage clients consistently.

6. Utilize Referral Programs:

  • Incentives: Encourage your satisfied clients to refer your services to their friends and family. Offer incentives such as discounts or gift cards for successful referrals.
  • Promotion: Promote your referral program through your website, social media, and email campaigns.

7. Partner with Local Businesses:

  • Cross-Promotion: Collaborate with other local businesses to cross-promote each other’s services. This can include joint marketing campaigns, shared promotions, or bundled services.
  • Networking: Attend local events and network to build relationships and generate leads.

8. Leverage Online Reviews and Testimonials:

  • Encourage Reviews: Encourage satisfied clients to leave positive reviews on platforms like Google, Yelp, and Facebook. Provide easy links for clients to leave reviews.
  • Showcase Testimonials: Display these reviews on your website to build trust and attract new clients.

9. Offer Free Consultations or Inspections:

  • Showcase Expertise: Provide potential clients with a free consultation or inspection to showcase your expertise and build trust.
  • Upsell Opportunities: Use these opportunities to identify potential issues and offer your services as a solution.

10. Invest in Marketing Automation Tools:

  • Automation Platforms: Use marketing automation tools to streamline your lead generation efforts. Platforms like HubSpot, Mailchimp, and ActiveCampaign can automate email campaigns, lead scoring, and follow-ups.
  • Efficiency: Automation ensures no potential client falls through the cracks and allows for consistent communication.

How Much Should You Budget for Lead Generation?

The budget for lead generation can vary depending on your business size, market, and growth goals. As a general guideline, allocate a significant portion of your marketing budget to lead generation activities, ensuring you have the resources needed to implement and sustain effective strategies.

How Elite Trades Can Help

Elite Trades is the industry’s foremost expert in helping privately owned and operated plumbing, HVAC, electrical, water conditioning, and well contractors grow and scale their businesses. Our expertise in lead generation can help you build a consistent pipeline of high-quality leads, ensuring your business thrives. We offer customized strategies and tools to help you capture, nurture, and convert leads into loyal clients. 

Eric Smith - Founder & CEO of Elite Trades

Discover How We Can Help You Grow and Scale Your Business Effectively

Email Marketing Strategies for Home Service Contractors

Email marketing is a powerful tool for home service businesses. It helps you maintain a direct line of communication with your clients, keeping them informed about your services, promotions, and important updates. In this section, we will explore the importance of email marketing, how to effectively implement it, and the best practices to ensure your email campaigns drive results.

The Role of Email Marketing in Home Service Companies

Email marketing is a key component of a successful marketing strategy for plumbing, HVAC, and electrical businesses. It allows you to:

  • Build Relationships: Stay connected with your clients by providing valuable information and updates.
  • Promote Services and Offers: Inform clients about new services, promotions, and special offers.
  • Educate and Inform: Share tips, industry news, and educational content to position yourself as an expert in your field.
  • Encourage Repeat Business: Remind clients of maintenance schedules, seasonal services, and the importance of regular check-ups.

Is Email Marketing a Tap Root or Feeder Root?

Email marketing is a Tap Root. It is essential for maintaining client relationships and driving repeat business.

Best Practices for Effective Email Marketing

Build a Quality Email List:

Collect email addresses from your clients during service calls, through your website, and at community events. Ensure you have permission to email them by using opt-in forms and confirming subscriptions.

Segment Your Audience:

Divide your email list into segments based on factors like location, service history, and client preferences. Tailor your messages to each segment to make them more relevant and engaging.

Craft Compelling Subject Lines:

Your subject line should be attention-grabbing and give a clear idea of the email’s content. Avoid spammy phrases and excessive punctuation.

Provide Valuable Content:

Share tips and advice related to home maintenance, energy savings, and safety. Offer exclusive promotions and discounts to your email subscribers.

Design for Mobile:

Ensure your emails are mobile-friendly, as many clients will read them on their smartphones. Use responsive design to make sure your emails look good on any device.

Include a Clear Call to Action (CTA):

Each email should have a clear and compelling CTA, such as scheduling a service, redeeming a coupon, or visiting your website. Make your CTAs easy to find and click.

Personalize Your Emails:

Use your client’s name and reference their service history to make your emails feel personal. Personalization increases engagement and the likelihood of conversion.

Test and Optimize:

Regularly test different elements of your emails, such as subject lines, content, and CTAs. Use A/B testing to find what works best and optimize your campaigns accordingly.

Analyze and Measure Performance:

Track key metrics such as open rates, click-through rates, and conversions. Use this data to refine your strategy and improve future campaigns.

Maintain Compliance:

Ensure your emails comply with regulations such as the CAN-SPAM Act. Include an easy way for clients to unsubscribe from your emails.

Take Advantage of Email Marketing Integrations

Leverage the email marketing integrations built into ServiceTitan and Housecall Pro. Develop an email marketing calendar mixing in tips, specials, and other valuable content. Use email to stay top of mind, focusing on using text-based emails for higher deliverability. Use email marketing for estimate follow-up, automating where possible to ensure consistency and efficiency.

How Elite Trades Can Help

At Elite Trades, we specialize in helping home service contractors build automated email campaigns to keep clients engaged, close open estimates, generate leads, and drive sales. We provide tailored email marketing strategies that leverage the latest tools and technologies to maximize your campaign’s effectiveness.

  • Automated Campaigns: Set up automated email sequences that nurture leads, follow up on estimates, and keep clients informed about ongoing promotions.
  • Personalized Content: Craft personalized email content that speaks directly to your client’s needs and preferences.
  • Performance Tracking: Monitor the success of your email campaigns with detailed analytics and adjust strategies as needed for optimal results.

Email Marketing Tools for Home Service Businesses

Consider using email marketing platforms like Mailchimp, Constant Contact, or HubSpot to manage your campaigns. These tools offer features such as list segmentation, automation, and analytics, making it easier to create and manage effective email campaigns.

How Much Should You Budget for Email Marketing?

Email marketing is one of the most cost-effective marketing channels. Depending on the size of your email list and the platform you choose, costs can range from a few dollars a month to several hundred dollars. It’s important to allocate enough budget to ensure you have the right tools and resources to create high-quality, engaging content.

How Elite Trades Can Help

Elite Trades is the industry’s foremost expert in helping privately owned and operated plumbing, HVAC, electrical, water conditioning, and well contractors grow and scale their businesses. A large part of all home service companies’ success is their marketing regimen. Let us help you develop and implement an effective email marketing strategy that drives results and keeps you connected with your clients.

Eric Smith - Founder & CEO of Elite Trades

Discover How We Can Help You Grow and Scale Your Business Effectively

Branding Strategies for Plumbing, HVAC, and Electrical Companies

What is your identity in the eyes of the marketplace? Kind of a strange thought, isn’t it? What do you stand for? What does your company look like? These are all parts of your brand. Let’s take a look at some of the components of branding and ways to enhance yours.

The Role Branding Plays in Marketing Plumbing & HVAC Companies

As anticlimactic as this explanation is, showing the market who you are is the core of your brand. When your company’s identity comes together like a symphony with your ads and the delivery of service, dollar bills rain from the sky. Your people execute your plan, and your business grows. Be a branding Beethoven.

Is Branding a Tap Root or Feeder Root?

Branding is a Tap Root. Without identity in the market, you’re invisible.

Ways to Incorporate a Solid Branding Plan into the Marketing Strategy for Your Trade Services Business

What’s Your Secret Sauce: 

You’re one of over 250,000 plumbing and HVAC contractors. What makes you special?

Do You Have a Story:

Maybe you don’t have one or maybe your story is boring. If you have a story and it’s interesting, your clients would love to hear it.

Values, Mission Statements, We Believes: 

Spelling out and publishing to the world your company’s belief system, your values, and the purpose you strive to serve helps identify your business to the market. It will also make you accountable.

So What, Who Cares, So Does Everyone Else:

Tradespeople all over talk about the same stuff: quality service, low rates, licensed/bonded/guaranteed. These are things consumers expect. So, when they see these things under your logo, they think, “So what, who cares, so is everyone else.” Tell future clients what they don’t expect. Tell them things they care about.

When Your Business Started Doesn’t Matter:

Just because something is old, doesn’t mean it’s good, just like because something started yesterday, doesn’t mean it isn’t. It’s okay to draw some attention to when your business started, but if being in business for 30 years is the only thing your business has to hang its hat on… we need to chat.

Be What You Say You Are:

If your goal is to have your brand portrayed as professional and you send a technician out in a rust bucket truck with chew juice dripping off an unkempt beard, you just became a liar in the eyes of your client.

When to Abandon the Name of Your Company:

Our core company was named just like millions of plumbing and HVAC businesses out there. Grandpa pulled out his wallet, looked at his driver’s license, and said, “Yup, that name looks good!” The name of our company doesn’t provide any branding benefit, but it also doesn’t hurt much either. Starting from scratch, I don’t recommend the last name method. But I’m thankful the name of our company is common, easy to say, and easy to spell. If your business name looks like the alphabet in a blender, consider renaming and rebranding.

Logo:

I have seen some awesome $29 logos and some terrible $5000 logos. Online graphic design services make logo design super easy. If you don’t have a decent logo, get one and make sure it represents your brand.

Email: 

Seems simple, but every time you send an email, your URL is branding your business. If your business email is yourbusiness@gmail.com, it’s time to enhance your brand and get an email address with a real URL. Accomplishing this today is very simple. If you need help with how to do this, get ahold of us or reach out to your IT provider.

Paperwork:

If you’re using paper invoices and forms, the way these forms are laid out and how they look is part of your company’s image. Using boilerplate invoice forms that are not customized to you and your business can damage your brand’s image. The same thing goes for mobile software and forms. Put some time into making sure you have your mobile software branded and forms laid out in a professional way.

How Much Money Should a Plumbing, Heating, or Air Conditioning Business Plan to Spend on Image and Brand?

The amount of money allocated to the overall branding of your company should be about one-third of your total annual budget. This, of course, will depend on the current cycle of business you’re in.

Eric Smith - Founder & CEO of Elite Trades

Discover How We Can Help You Grow and Scale Your Business Effectively

Internet Display Ads for Plumbing, HVAC, and Electrical Contractors

You know how a Ferguson ad shows up on your favorite news website? That’s a banner or display ad. Display ad space is available for rent all over the internet and social media. For the sake of keeping things simple, we are going to put paid social display and paid internet display in this same category.

What Purpose Do Display Ads Play In a Marketing Plan for Plumbers, Electricians, and HVAC Contractors?

Paid display, when applied properly, can go either way: Branding or Advertising. Unfortunately, because of most people’s set it and forget tendencies, this tactic is poorly executed. Another challenge is finding a clean way to deploy these ads. Most internet display is being peddled by third parties such as large media groups and dying phone book companies.

Are Display Ads a Tap Root or Feeder Root?

Paid display advertising is a Feeder Root and should be used after your Tap Roots are securely planted.

Ways Internet Display Ads Can Be Used to Help Your Home Service Business

Behavioral Targeting: 

This is where a user is targeted based on their internet behavior. The websites a user visits and the user’s movement through the internet are tracked via cookies or other tracking methods. When the user’s internet behavior satisfies parameters in a campaign and visits a website or Facebook that has ad space available, the advertiser is charged, and their ad is displayed. This type of paid internet advertising can be quite effective and used to “follow” clients around the internet that may be close to buying a new water heater, furnace, or other service.

Internet Billboards:

Display ads can also be purchased and placed on websites that are not behavior-specific. Think of these like internet billboards. Because these types of ads are not permissive-based, general display ads would be used to promote your brand vs. drive sales.

Use Tracked Phone Numbers: 

You likely won’t book many calls directly from a display ad, but you need to track the effectiveness regardless.

Recruitment:

Don’t count this tactic out for recruiting. Some of these targeted programs that social media and the internet offer can be crazy effective for putting your employment ad into the lap of people that are sniffing around for other job opportunities.

People See These, but Don’t See These:

Again, these are the billboards of the internet. Can you name all the billboards you saw this week? Exactly. What these ads help do is burn your brand into the mind of your clients.

The Message Must Match the Purpose: 

This seems simple, but I’m appalled at how misapplied this tactic is. If you’re following people around the internet trying to sell water heaters in a targeted campaign… make sure your message is about water heaters. On the other hand, if you’re running general display ads (billboards), does it make sense to talk about specific services? Not from where I’m sitting.

How Much Should You Budget to Spend on Display Ads?

Because of the variations in market, season, campaign purpose, and company size, there isn’t a one-size-fits-all budget. Based on our experience, this is much less expensive than PPC because the value isn’t there with people who are needing a solution now. You can also easily scale this up and down.

Eric Smith - Founder & CEO of Elite Trades

Discover How We Can Help You Grow and Scale Your Business Effectively

PPC and Paid Internet Search Strategies for Plumbing, HVAC, and Electrical Contractors

Be it “Google Guaranteed” “Google Local Services (LSA’S) or some other “pay me to show your name” site, it’s all getting tossed in this bucket. PPC can be very effective at making your phone ring for specific services at a moment’s notice, but it can also eat up a lot of your budget. A specific look into your market and company would be required to make this a firm stance, but in general, PPC should not be a constant part of your overall marketing campaign. We view PPC as tube feeding. There is a time and a place for it, and sometimes it’s downright required, but you can’t raise your company to be big and strong if Google tube feeds it for its whole life… plus you’ll go broke. Here are some things to keep in mind regarding PPC campaigns.

What Overall Role Do Paid Google Ads Play In a Plumbing or HVAC Company Marketing Plan?

PPC will help capture people that need your services today and provide little to no branding effect. PPC is a great tool for ramping up call count when you need more calls and shutting it off when you’re busy.

Is PPC Advertising a Tap Root or Feeder Root?

Paid internet advertising is a Feeder Root and should be used after your Tap Roots are securely planted.

Google PPC Strategies You Can Implement In Your HVAC or Plumbing Business Today

Not All Calls Are Created Equal: 

If you are running a PPC campaign, you are guaranteed to have a decrease in call quality as a result of the increase in call count. We’re not saying this is bad, but just be prepared for some weird calls.

Existing Clients Will Call from Your PPC Ad:

 This is not avoidable. Once you create a brand and loyal client base, they will go to Google and search directly for your name. Google shows your PPC ad, and boom! They click on it just to get your phone number.

Avoid 3rd Party Sites: 

If you’re going to pay to be shown, pay Google directly. The stats are mind-blowing. People use Google to directly find what they are looking for. They don’t go to Google to find another directory and then ask that directory to show them a plumber.

You Will Get More Telemarketing Calls: 

Can’t blame them… seeing your name on a paid part of Google or Facebook tells a salesperson that you’re willing to pay for phone calls.

Make Sure You Can Track It: 

We preach call tracking all the time across all advertising mediums, but this is especially critical with PPC.

Start with a Small Budget and Adjust Up: 

If you tell Google you’re willing to spend $1500, they will work hard to find a way to spend all $1500. The common fear is, “If I don’t tell them that I will spend a lot of money, they won’t show my ad.” Although this is logical, Google will gladly allow you to adjust your budget up at any time! Start small, test, measure, and adjust.

Use Tracked Phone Numbers: 

Most plumbing & HVAC software, such as ServiceTitan and Housecall Pro, has the ability to track incoming calls from Google PPC ads. Make sure you have tracked phone call integrations set up. This makes tracking the performance of your campaign much easier.

Look at the Reports Google Provides:

For an embarrassingly long time, I thought people who “managed internet ads” had some special tool that they used to produce the fancy reports they send you once a month for $1000 a month. Nope! All they do is send you Google reports. Google wants your money, so they will help you figure out how to make your ad work better.

How Much Should Plumbing, Heating & Air Contractors Spend on Paid Ads?

Because of the variations in market, season, campaign purpose, and company size, there isn’t a one-size-fits-all budget. We have seen PPC budgets from $500 to way over $5,000 per month. As a rule, we see companies spending less than $5000 per month on PPC.

Eric Smith - Founder & CEO of Elite Trades

Discover How We Can Help You Grow and Scale Your Business Effectively

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