|
 
|
Northeast HVAC News Guest Column
Three ways your marketing
can stand out in a cluttered home service industry.
Ripley PR says that plumbing and HVAC businesses can thrive in
a hypercompetitive market by rounding out their marketing plan
with proven PR strategies.
Ripley PR,
the leading global public relations agency specializing in home
services, franchise and B2B tech, offers three strategies for
home service companies looking to stand out among competitors
and gain market share in an increasingly crowded,
marketing-savvy industry.
“Most great home
service companies, from plumbing to HVAC and from electrical to
landscaping, understand the importance of marketing in growing their
businesses,” said Heather Ripley, founder and CEO of Ripley PR and
author of Next Level Now: PR Secrets to Drive Explosive Growth for
Your Home Service Business. “The ones that truly stand out, though,
are those that look for and implement the strategies their
competitors are ignoring. In the home service space, this often
includes proactive, positive public relations.”
Ripley says that the following are three proven strategies home
service businesses can implement now to reach the next level in
2023: 1.
Become the most trustworthy, go-to expert.
Founded in 1906, Brooklyn’s Petri Plumbing, Heating, Cooling & Drain
Cleaning has successfully leveraged press releases and media
pitching for the past 10 years to become trusted expert sources for
New York journalists working on stories about property protection
and saving money on utility bills.
“PR has helped us provide safety tips
and money-saving advice to thousands of homeowners in New York,
whether it’s a story about reducing energy during a heat wave or
preventing burst pipes during a freeze,” said Chris Petri,
operations manager at Petri Plumbing. “When we appear in the news,
we not only get to help families avoid unnecessary expenses, but we
receive more service calls from viewers that are reminded we’re here
and can always be counted on.”
2. Do things differently and tell people about it.
Home service companies that have a unique culture, style, or
innovative business model stand out from the rest, but only if
homeowners in their markets know about it. High 5 Plumbing in
Denver, Colorado is an example of a business that genuinely leaned
into their brand and found success in sharing their personality with
the world.
“We founded our
company with the motto that ‘every call ends with a high 5,’ and our
positive culture and desire to break stereotypes of plumbers has
made a huge difference for our business,” said Levi Torres, owner of
High 5 Plumbing in Denver, Colorado. “Using PR to share what we’re
doing, from launching our online High 5 clothing store to offering
remote video quotes for services, has resulted in media coverage
that translates into real, measurable growth and a priceless energy
for our team.”
Story continues below ↓
advertisement
|
your ad here
3. Promote your
community engagement and good works.
Talking about charitable efforts and giving is often uncomfortable
for business owners; however, promoting a partnership or initiative
with a local organization is often one of the best ways to increase
awareness for the cause itself and help the organization do more
good. Ted Puzio, owner of Southern Trust Home Services in Roanoke,
branded an annual campaign called Heat for a Hero that delivers and
installs a new heating system for a local veteran in need of warmth
during the winter each year.
“At first, I was uncomfortable promoting our annual efforts because
it felt self-serving,” Puzio said. “Once we did, I realized that it
increased the nominations we received and started more conversations
about what can be done for the veterans in our community. They’ve
sacrificed so much so that we may live in safety and comfort, and
raising awareness about the challenges they face here at home has
become tremendously important to us.”
Ripley PR was founded in 2013 with a focus on PR for skilled trades,
B2B technology and franchise development. Ripley PR was named to the
Forbes list of America's
Best PR Agencies for 2021 and has been included in
Entrepreneur’s list of
Best PR Agencies for Franchise five years in a row. The agency
offers strategic communications solutions for its clients, including
crisis management, media relations and social media strategies.
To learn more about Ripley PR, visit
www.ripleypr.com
or call (865) 977-1973.
About Ripley PR
Ripley PR, Inc. is an elite, global public relations agency
specializing in franchising, construction, technology, home services
and manufacturing. Offering a full range of strategic communication
services, including crisis management, media relations and social
media strategies, Ripley PR uses a blend of strategic business
acumen and creative public relations branding to tell compelling
stories and deliver measurable results. Ripley PR is a partner in
IPREX, the $350 million network of communication agencies, with
1,800 staff and 115 offices worldwide. For more information, visit
ripleypr.com
or call 865-977-1973.
###
|
|
