In this episode, I use data to shed light on revenue leaks from your HVAC marketing strategy and what you can do about it. 

Just about everyone we've used this data with has found fixable gaps that allowed them to improve the return on their digital marketing investments. 

Without it, we find a lot of issues that no one knew existed because it simply wasn't being tracked. 

Cost per Lead is overused in the trades as a metric for measuring marketing impact. 

In this short episode, I talk about match rates, booked job rates and share data from over 18,000 leads that we tracked so that you are armed with benchmarks. 

We need to move away from cost per lead as a metric to understand our marketing investments. 

Marketing attribution will play a bigger role in the trades even if it's new today. 

We've seen it get pretty complicated in other industries and are here to simplify how you can use marketing attribution to get an edge over your competition with real-life examples. 

In this episode, I go into detail about what match rate is and how you can use the metric to help you improve your business. 

I also provide some benchmark data from nearly 19,000 leads that we measured from the point of conversion all the way through to revenue. 

We are so tied to leads and cost per lead in our marketing but understanding match rates will open your eyes to whole new way to think about your marketing and operational investments. 

Dark Social is a hot topic in Business to Business marketing, but is it just as important in home services? 

Yes and No. 

I explain why and offer some data to help you decide if and when the right time is to invest more resources into content creation where it counts. 

In this episode we dive deep into the data of PPC performance in terms of closed revenue and cost per completed job. 

There's a narrative going around our industry that PPC is too expensive, competitive and doesn't work. 

This couldn't be further from the truth and the clients who follow the data have been able to reap the benefits of investing in the channel. 

Revenue potential helps us understand how well customers flow to revenue from lead to consult to estimate to close. 

We provide some benchmarks to help you identify red flags and focus your energy on the right things to help grow your business. 

Impression share can provide really insightful data about demand in your market, but it is sometimes used as a sales tool by marketing agencies that want you to spend more money (hint: they're usually paid as a % of spend). 

There's a right way to do this and a wrong way. 

We break down both so you know what to look for if someone is selling you more budget spending using impression-share as their core metric. 

In this episode, I speak about how to re-frame the way you value new customers. 

I've spent hundreds of hours listening to thousands of inbound phone calls to HVAC businesses and one common theme that popped up again and again is that new customers in different neighborhoods and markets can spark a cluster of business in that area. 

Whether it's through referrals or seeing a van at the neighbor's, getting new customers are worth more than just the value of their ticket. 

One of the most common questions we get from HVAC contractors is how much to spend on digital marketing channels like Google, Bing and Facebook. 

Should you increase budget? Decrease it? Are you losing out on opportunity? Should you trust impression-share as a data point to make decisions about your investment? 

We break it down step-by-step with data to help you figure out the right budget to help you achieve your goals.