Phil Risher shows how an HVAC company found $100,000 in hidden revenue by emailing past customers about fall maintenance instead of spending $10,000 on ads. A 10% conversion rate from inspection to install, at $20,000 per job, gets you there.
Yeah, your CRM probably already told you where your next $100,000 is. You're just not listening to it. This was one of my first clients. They were a $3 million HVAC business and we started working together. They said, hey, we're going to spend $10,000 a month on ads. And I said, yeah, that's cool. We could do that. But have you sent an email to your past prospects and customers in your database cross-selling services yet? And they said, no, how do we do that? And I said, okay, let's go through your database and see who hasn't used you for the past year. In HVAC, it's like you should do a spring inspection and a fall inspection. So we went through their database and what we found was there was over 1,000 people who used them prior but didn't use them last year. And what we did was we simply sent out an email that said, schedule your fall maintenance inspection. And in the email body, we say, hey, we're going to be in your area next week doing fall inspections. You can schedule your service here. They had 50 people schedule their inspections. If we were to pay for 50 people to schedule inspections with ads, We're going to be spending close to $10,000. Those 50 inspections could just be an inspection, you know, $250, $300. But out of 50 inspections, if we were to get 10% of them to actually turn into a new install, that's 5 opportunities for new install jobs, $20,000. That's $100,000 right there from a simple email.
