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Strategies to Target Remote Workforce on HVAC System Upgrades

Updated December 21, 2020

The pandemic has had quite an impact on the way most people live and work. For those lucky enough to keep their job, they’ve become a part of the rapidly growing remote workforce. Studios, bedrooms and dining rooms have become make-shift office spaces. 

A big part of what makes work from home employees successful in their jobs has little to do with their drive and determination. It could be their HVAC system inefficiencies. That’s why creating marketing campaigns to target this new demographic is important for growing your business.        

Marketing Strategy

You should highly consider trying these marketing strategies to earn more business from the remote workforce. Make it your own by adding your region’s unique problems to better relate to your potential customer. To create an effective marketing strategy, you must identify their unique struggles, provide helpful solutions, keep interest with facts and inspire them to take action.    

Identify WFH Unique Struggles

Before creating anything, it’s important to put yourself into the shoes of these customers. Really take time to think about what work from home employees are going through. Here’s a cheat sheet:

  • They have had to change the way they work.
  • If they have children, those children are likely learning from home.
  • Maybe roommates or their spouse are also working from home.
  • Change is stressful.
  • They have little-to-no control over their situation.
  • They are concerned about their productivity.

Using these struggles, you can come up with a variety of creative text, video and images to relate to their current environment and situation.

Provide Helpful Solutions

For each of these struggles you identify, the solution must relate to their HVAC system and your business.

A good place to start includes:

  • More time at home means the HVAC system is being used now more than ever.  
  • More people at home means their air quality is negatively impacted.  
  • Headaches, allergies and fatigue affect everyone’s ability to work or focus.  
  • All of these can be tied back to an HVAC system solution you offer.
  • There are so many things they can’t control about working from home, but their HVAC system doesn’t have to be one of them.

For most of the problems mentioned above, the solution could be tied to filtration, better ventilation, heating and cooling smart home solutions and so much more.

It’s essential you focus on one problem, and one solution per marketing campaign. Alternatively, you could focus your entire campaign on encouraging homeowners or building owners to get an HVAC system assessment.

Maintain Interest with Education

Tease them by identifying their problem and identify your business as a solution. Once they’re interested, you have to keep that interest by providing interesting facts and education. This comes from your website’s landing pages, which will have detailed information about their struggles, why they’re happening and how your business and HVAC services can help.  

For example, the struggle of having a productive workday due to constant headaches, fatigue or allergies might be solved with a simple air filtration upgrade to a MERV 13 or HEPA. Explaining the benefits and immediate impact these filters have on homes, and what it can do to solve their problem might just inspire them to take action.

Inspire the Remote Workforce to Take Action

You’ll want a simple CTA, or call-to-action, for them to take per landing page. This could be any number of actions, including:

  • Call 
  • Email
  • Sign up for your newsletter!
  • Set up an HVAC system assessment

Whatever the CTA, it’s important you make it clear and easy for them to find. On your website, the action could be easier to identify with a bigger font, bold text or a colorful button for them to click.      

For more helpful tips on marketing strategy, content, website and SEO, check out our complete HVAC contractor marketing guide. The information is curated for HVAC contractors but can work for any home service business.  

Christopher Grubbs

Christopher Grubbs

Chris is the driving force behind KGG's marketing initiatives. Boasting over a decade in digital marketing, Chris's expertise is deeply rooted in HVAC lines and IAQ products. In 2018, recognizing the pivotal role of online presence in today's market, he pioneered KGG's in-house digital and marketing services. For collaborations or to learn more, connect with Chris on LinkedIn.

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