Episode 254: HVAC Search Volume Is Down, Here Is How To Succeed In Today’s Economy

On today’s episode of To The Point, we welcome Chad Peterman, president of Peterman Brothers! Together with host Chris Yano, our two favorites explore practical strategies to drive business growth, even during periods of low search volume. Chad shares the innovative tactics his team leverages — like LinkedIn branding and referral programs — to stay ahead in fiercely competitive markets.

Adapting to Market Shifts

Search volume may be dipping, but businesses don’t have to. Chad and Chris emphasize the importance of pivoting instead of panicking. For example, Peterman Brothers recently shifted their TV advertising to new time slots to target untapped audiences. Chad also highlights the value of referral programs, such as offering incentives to team members who generate new leads across trades.

Looking for a grassroots approach? Chad suggests joining local organizations, like chambers of commerce or BNI groups, to build relationships and generate word-of-mouth referrals. These strategies show that even when digital traffic slows, growth opportunities are everywhere.

Tapping Into Video Marketing

Chad explains how video can be a game-changer, both for customer education and showcasing their brand. For example, they’ve created videos explaining what homeowners can expect during a plumbing inspection or providing quick DIY tips for common HVAC issues.

This conversation ties into a previous episode with Roger Wakefield, a plumber whose YouTube channel has made him an industry authority. Roger shares how documenting everyday jobs, like cleaning drains or fixing leaks, educates viewers while driving new business. His success demonstrates how even simple videos can have a big impact!

• Navigating the challenges of lower search volume
• How to make LinkedIn a powerful tool for personal and business branding
• Using video to enhance customer education and engagement
• Building long-term relationships through loyalty and referral programs
• Operational tips for boosting CSR performance and booking rates
• Why mindset matters more than ever in challenging markets
• Creative alternatives to stand out in the competitive home services space

Key Takeaway: No Zero Days

Chad and Chris remind us that success comes from action, not excuses. Whether it’s experimenting with video, shifting ad strategies, or refining CSR performance, there’s always a way to move forward. “The time is now. Seize the day. NO. ZERO. DAYS.”