When Q4 rolls around, it’s time to start preparing for the next year. That means researching upcoming service shifts, industry changes, and marketing trends so you can keep the phone ringing in 2023 and beyond.
If you’ve been doing your homework on industry trends, you already know that regulation changes have become a key focus over the past few months. In today’s landscape of supply chain shortages, unpredictable delays, and sky-high energy prices, you need to prepare for the effects of new minimum efficiency standards before it’s too late.
Chances are, these changes will have tangible impacts on your bottom line—and you need to start preparing soon for a smooth transition. So, what are you waiting for? Here’s how to prepare your HVAC business (and your customers) for next year’s energy efficiency standards.
If you’re hearing the words “2023 regulatory requirements” for the first time, don’t worry—we’ve got you covered. Starting January 1, 2023, the Department of Energy (DOE) will implement new energy efficiency standards for commercially packaged air conditioners and heat pumps.
These minimum efficiency standards are part of the DOE’s ongoing initiative to reduce energy consumption throughout the United States. More efficient systems come with reduced energy requirements to heat and cool homes, which can help slash your customers’ energy bills. But there’s a catch: Efficient systems come with higher upfront costs, too.
The new standards for residential air conditioners will follow regional borders, which were established back in 2015 (you can check them out here). Here’s a quick guide to the new standards:
Here’s something else to keep in mind: The metrics used to designate new standards will change heading into 2023. In 2023, the new designations will be referred to as SEER2 and EER2, replacing the current SEER and EER designations. Because efficiencies and designations are changing next year, it’s important to work closely with your suppliers for a successful transition.
The upcoming efficiency standards might seem pretty straightforward, but you’d be surprised by the lack of preparation across the industry. According to a recent Emerson survey, 87 percent of HVAC professionals knew about the upcoming 2023 changes, but 44 percent said they didn’t have any plan of action for their business to navigate these changes. Yes, you read that right.
The good news? You’re going to be different. You’re going to run toward the fire with a standout marketing strategy and business plan so you can succeed in 2023 and beyond. Here’s how.
Before you can do anything else, you’ll need to train your team on the new standards and rules affecting your service region.
Gather your office staff, field techs, and salespeople to let everyone know about the upcoming minimum efficiency updates. To track progress, use call tracking software to identify salespeople who need additional training to help customers navigate these changes.
Next up, you’ll need to understand what stock is already available and when new stock will become available. As we move closer to the new year, you’ll need to make choices about which units you’ll be able to (and won’t be able to) install with the January 1 deadline looming ahead.
Chances are, energy-efficient systems will come with price increases, and these prices will only continue to increase as the deadline approaches. At the same time, COVID-19-related supply chain shortages can also wreak havoc on your delivery timelines, making it even harder to acquire new products before the deadline.
TLDR: You need to start researching new energy-efficient systems now so you can acquire products before the competition. The clock is ticking, and you can’t afford to wait around while your competitors take advantage of low prices and product availability. It’s that simple.
“The January 1 deadline isn’t for a few months,” you’re thinking. “There’s no hurry. I don’t need to let my customers know just yet.”
Wrong. You need to educate your customers and potential customers now. These changes are right around the corner, and your customers need time to learn about new standards so they can make the best decisions for their homes.
When you let your customers know before your competitors, they’ll pick up the phone and call your business with any questions. And when they’re ready to install a new energy-efficient air conditioner, they’ll turn to an HVAC contractor they already trust.
So, how can you let customers know about upcoming changes? First, contact your existing customers to ensure they understand the regulations. Ask about their current systems and offer an inspection. You can do this through segmented email marketing, SMS/text, or even Facebook Messenger.
As a business owner, you need to take care of your customers. You need to highlight the impact these new regulations can have on everyone, from single-family homeowners to commercial building managers, so they have enough time to prepare.
Once you’ve trained techs and salespeople on upcoming regulatory changes, you’ll need to do the same for your current customers and potential leads. This way, your customers can reach out with any questions regarding efficiency changes, old units, and inspections before the deadline hits.
The best way to prepare customers for 2023 efficiency standards? Update your Q4 marketing strategy. It might be a little late in the game for a full-blown strategy rehaul, but there are some quick ways you can let customers know about upcoming changes.
If you’re constantly hearing the same questions from customers, why not use those questions to create informative blog content? When you create SEO-optimized blog posts, you’ll educate homeowners on key industry changes—all while driving traffic and job leads to your website.
Not sure where to start? Our HVAC clients have heard some common questions from customers about the new regulatory changes, including:
For the best results, keep it fresh with different types of content. For example, you might create an eye-catching infographic to help homeowners navigate upcoming changes, and then mix it up with a sit-down video with a team member about SEER updates.
Thanks to their high engagement rates, email and SMS are some of the best ways to recapture lost leads. You can also use email/SMS to keep customers in the loop about industry updates, preventive maintenance, and seasonal reminders.
After all, your customers are busy. They’re working hard to take care of their families. They’re dealing with an endless stream of marketing promos on social media—and they don’t always have time to read about the latest home services updates. Chances are, they’re not thinking about replacing their decades-old air conditioner before the new year.
That’s where email/SMS can save the day. You need to swoop in, capture their attention with a short message, and top it off with an irresistible call to action. Of course, that’s easier said than done.
Let’s say you want to target pre-existing customers so you can encourage them to schedule an inspection. Your email might start with a simple subject line, like “Prepare your home NOW for 2023 regulatory changes!”
Then, you can (briefly) dive into some specifics, encouraging customers to schedule an early inspection before the holiday season. Finally, your CTA should be concise, urgent, and engage your customers to take action. You can even link to your online booking system to make life easier for customers.
You’re probably already using social media for marketing purposes, but you can also use it to quickly share news and industry updates. But because of the wildfire nature of social media, you’ll need to handle industry news carefully to avoid sending the wrong message.
Instead of just re-sharing an industry-jargon-filled article on HVAC regulatory updates, keep your posts fresh and interesting. When it comes to social media marketing, your #1 goal is to make customers stop scrolling and take action.
To let local homeowners know about upcoming changes, try combining an urgent caption with attention-grabbing visuals. You can even create a short video series to answer FAQs about 2023 regulatory changes. Just remember to keep your language conversational, direct, and down to earth so you can send the right message.
As the January 1 deadline approaches, there’s no reason why you shouldn’t start preparing your HVAC business for upcoming changes. From securing new products to educating clients on new requirements, there are simple steps you can take to prepare your business for 2023—as long as you start sooner rather than later.
Have any questions about your marketing strategy? Need help retargeting your current customers? Contact us today to prepare your HVAC marketing plan for 2023 and beyond.
