As a High-Performance HVAC contractor, you do things differently than other contractors. That gives you an edge, but only if you can communicate those differences to prospective customers.

It boils down to message, media, and motivation.

Brand expert Matt Michel
Matt Michel

You know what makes you different from other contractors. You know how to make all rooms in a home comfortable at the same time. You know how to improve air quality. You know how to balance temperature and humidity. You know how to reduce energy usage, which reduces out-of-pocket utility costs and carbon footprints. So, how do you communicate all of that?

We live in a sound bite society. Unfortunately, much of high-performance contracting does not lend itself to a soundbite world. Consider reducing your message to the identification of problems you can solve:

  • Hot spots or cold spots in your home? We can fix them.
  • Problem room? We can make it comfortable.
  • Clammy feeling? We can optimize your humidity.
  • High utility bills? We can lower them without replacing your expensive air conditioner.

If you need to communicate in soundbites, questions are a good way to get people’s attention. Once you have their attention, you are in a better position to discuss solutions.

Alternatively, you can seek venues where you have more time to discuss performance contracting or even demonstrate it.

The objective is to communicate what you can do, your brand, that differs from the way other contractors approach HVAC. Unless you are speaking with an engineer, do not get trapped in technical discussions. Instead tell stories.

Story telling is key to your brand
Story-telling is baked into our DNA. It’s how we
learned survival skills and retold history since the
dawn of mankind.

A story has a beginning with a protagonist (e.g., a customer). It has an obstacle that must be overcome (e.g., a specific comfort problem), a journey to get past the obstacle and take the protagonist to a successful conclusion and a happy ending.

Think of half a dozen stories with different obstacles that represent your capabilities. People remember stories. People have been using stories to communicate since the dawn of time.

Before we had a written language, we would sit around the fire and listen to stories from our tribal elders. These were stories about dangers to avoid. They were stories about finding food. They were stories about healing illnesses and injuries. They were stories about survival.

Storytelling is baked into our DNA. What are your stories?

Stories are not the only way to communicate. Different manufacturers have used water tables in the past to illustrate airflow. With a little creativity you can do the same. When appropriate, controlled demonstrations are a powerful means of communication.