Heating and air conditioning systems are one of the top 10 home renovation projects that offer the best return on investment. Homeowners typically recoup all or most of their HVAC upgrade costs when they sell their home¹.

Economic and consumer trends offer HVAC suppliers opportunities to gain new business:

• Incentives such as rebates are being offered by the EPA to consumers who upgrade to more energy efficient systems².
• Some HVAC contractors are offering reduced rates and rebates for home energy audits, equipment services and upgrades to boost revenue and their client base³.
• Consumers looking for more sustainable HVAC solutions that manage energy consumption and reduce costs can benefit from smart HVAC systems, thermostats and electrical panels⁴.
• Customers are spending more on HVAC maintenance than buying new systems, potentially due to inflation. Over 23% of HVAC industry revenue originates from maintenance and repairs⁵.

HVAC system shoppers have responded to advertising messaging across mailed print and digital channels in the past 12 months:

Integrated HVAC marketing campaigns can increase reach, response, and drive new business. By combining the persuasive power of digital advertising with the tangible impact of direct mail, we’ve seen response rates climb as much as 450% and conversion rates increase by up to 28%.⁶  Learn more about integrated, multi-channel advertising campaigns.

Efficient targeting to the household level ensures you reach your most likely potential customers, making the most of your advertising dollars and lowering your cost per call and cost per acquisition.

Direct mail prompts action in person and online:

• 64% of consumers have taken action in response to direct mail.⁷
• 57% of recipients have visited a brand’s website after receiving direct mail. ⁷
• More than one-third of recipients have visited a retail location or purchased a product or service in response to direct mail. ⁷

Capture their attention with offers:

• 78% of recipients will open/read a single offer or promotion;
• 77% will open/read multiple offers or promotions.⁷

Make it personal to increase response:

• 68% of consumers are more likely to engage with a personalized message from a brand.⁸
• 55% of consumers expect mail from brands to be personalized to them in some way. ⁷

Is Your Home Services Marketing Strategy Overlooking Movers?

New movers make approximately 72 brand-related decisions and spend nearly $9,000 on products/services related to moving⁹. The largest expenditures are focused on the home, including solar energy, roofing, home improvement, flooring, appliances, and windows.

These products and services are more often purchased either before or within the first month of a move, making timely engagement essential to home services marketing effectiveness.

The majority (90%) of new movers are open to trying new product and service providers. Good reviews (56%), better prices than competitors (51%), and recommendations (48%) are among the top factors that entice new movers to try new brands.¹⁰

Reach Movers Faster Than Your Competition

With Mspark’s Quick Connect mover program, you have access to our validated new mover list that is updated DAILY. Once that list is received, an automation process identifies all movers that fall within your defined trade area. That final list of new movers is sent to the printer within hours of receiving the daily data feed, enabling your advertising postcard to hit the mail stream within 24 hours. Learn more about our Quick Connect mover program here.

Learn how Mspark’s solutions have helped other home services providers acquire new customers in our case studies. Find more inspiration in our design gallery.

Sources: Home Removations that Return the Most at Resale, Bankrate.com¹; “Hasty Heat Pump Installations Could Lead to Headaches.” Air Conditioning, Heating, Refrigeration News. Achrnews.com, 27 Oct. 2023. Web. Oct. 2023²; “Maichle’s Customers in DE Can Save Thousands on Home Upgrades through Energize Delaware!” Maichle’s Heating, Air Conditioning & Plumbing. maichleshvac.com, n.d. Web. Nov. 2023³; “How the HVAC Industry is Evolving for Sustainability.” Grainger.com, 2 Mar. 2023. Web. Nov. 2023⁴; “HVAC Market Planning for 2024 and Beyond.” Valve and Meter. Valveandmeter.com, 8 Nov. 2023. Web. Nov. 2023⁵; US Modern Postcard, Direct Mail Statistics 2023⁶; USPS Mail Moments 2023⁷; The State of Direct Mail Consumer Insights by LOB and Comperemedia⁸; Speedeon.com⁹; Porch Group Media 2022 Mover Trends Report¹⁰