In this episode we discuss Facebook and whether or not it is a viable ad change after recent changes make it harder to explicitly target homeowners and other key attributes on the platform. 

As always, we bring revenue data to the table to help determine Facebook's place in your marketing strategy. 

In the episode we take a look at Schedule Engine revenue data to see if it is worth considering for your HVAC business. 

We believe that customer behavior is changing and that they will expect easy online appointment bookings, but are we too early? 

Listen in to find out how much revenue Schedule Engine's booking tool drove for some of our clients. 

The short answer is: yes. 

We explain why and dive into some data supporting the point. 

If you don't believe us, search "plumber near me" on Bing and see if any local competition shows up or if it is all aggregators. 

It's important to know what advertising channels drive revenue from your business, but we'd argue that it's even more important to know which conversion tools your customers prefer in order to get in contact with you. 

We dive into the data in this episode and some of what we found may surprise you. 

It's important that we learn how customer's want to get in touch with us and do the best job we can at making it easy for them do it across phone calls, chat tools, scheduling tools and form options. 

Most marketers talk about generating demand (using channels like Facebook and YouTube) and capturing demand (using channels like Google and Bing), but there's a third category called demand nurturing. 

You can generate and capture demand all day long, but if you aren't properly nurturing it, then it won't matter much for the growth of your business. 

In this episode, I talk about what demand nurturing is and how you can improve it to help you grow your HVAC business. 

One of the best ways to grow your HVAC business is to improve the way you nurture demand from phone calls. 

In this short episode I break down 5 steps to a better phone presence that can help you close more business. 

We cheated on this episode by clocking in at nearly 7 minutes, but I promise the extra 2 minutes of content are worth it! 

We get this question a lot and there will be a part 2 for scenarios where your business depends on getting new leads to survive. 

Before you spend any more time, energy and money on generating new leads, you need to first get a handle on how well you convert them because chances are, there's revenue in your backyard but you just haven't been looking for it. 

I run through a few examples that you can implement in your home services business today. 

The internet is the great equalizer and the businesses who understand their customer's behavior from discovery through purchasing a replacement installation can make better decisions to deliver a better experience. 

We think of this concept as "Revenue Flow". 

Revenue should flow through your business as efficiently as possible, and you need the right data to understand where it's getting stuck so that you can spend time solving the right problems that will have a meaningful impact to your business. 

If you are a home services contractor and are spending money on digital marketing channels like Google, Bing and Facebook to advertise your business, this episode explains why conversions are one of the worst metrics to evaluate that performance. 

We provide data points for the booked job rates of conversions (the data will surprise you) and why all conversions aren't created equally. 

It's easy for your vendors to inflate conversion numbers to make themselves look good, but you should be asking for their booked job rate, average cost per booked job, average ticket and return on ad spend.