Discounting an HVAC system by $10,000 won't sell it to someone who doesn't need one. Home service marketing works only when you reach people at the moment they have a real problem, like a burst pipe. Most ads waste money trying to create demand that doesn't exist.
We can't discount our way into somebody buying something that they absolutely don't want to buy. Here's $10,000 off a new HVAC system. Well, I don't want an HVAC system. And so most of our ads are like talking about what our thoughts are, what our desires are from a trigger. Like, hey babe, you know what we need today? Let's call the plumber and buy a new water heater. I heard they're really sexy and exciting. It didn't happen. The trigger is an error 'cause we don't understand the buyer psychology and what's making them pick up the phone, get to the keyboard. The likelihood that your marketing arrives at the exact moment the external trigger is triggered is almost 0%. That's a big mistake. We burn a lot of money trying to motivate, inspire, or discount our way into a sale.
