Home Pro Heroes 5/27/2024

Welcome To Home Pro Heros

Trivia Question❓

What is the purpose of a water softener in a home?

Answer at the bottom of the newsletter

Low Call Volume Can Mean Heightened Awareness

By Chris Crew

For those of you experiencing low call volumes, you’re not alone. The spike in home service calls during COVID has leveled off, and we’re back to the “normal” fluctuations in activity that the home services industry has come to expect.  However, unlike the pre-COVID mindset of accepting the ebbs and flows as “business as usual,” many of you are seeking ways to make those low call volume periods work for you. 

I am 100% here for it.

Recognizing Patterns of Slow Periods

The first step is to define the patterns that you are experiencing.  Once you have, that presents aa unique opportunity for introspection and strategic planning. During slower periods, rather than giving in to concerns, why not identify the patterns that dictate business flow and prepare for a future bustling with activity and success?

Home services trades, experience slow periods for several reasons. These can range from slowdowns due to seasons of extreme weather to the economic uncertainty that many are feeling.  Understanding that some level of low call volume is part of the industry's natural cycle is the first step. It’s what you do during these slower times that sets the stage for future success.

Preparing for the Future

Periods of low call volume present an opportunity.   By analyzing previous slow and busy periods, you can identify trends and prepare more effectively for similar future scenarios. Whether it’s refining your service offerings, enhancing your customer service experience, or optimizing operational efficiencies, use this time to strengthen your business foundation.

When I ran my electrical business in Florida, I noticed two distinct patterns that emitted lower call volume.  One, was the obvious, snowbirds. As anyone who has lived in FL or similar areas knows, several months out of the year we’d see a slowdown based on the seasonal vacationers returning to their main residence out-of-state. During these periods, we learned just how effective FOMO (fear of missing out) can be.  We offered a promotion that allowed customers to purchase a panel and get the surge protector at no additional cost. We made sure to monetize the promo by stating that it was an $897 value, and created FOMO by giving the offer a lifespan of only 15 days. 

Another example would be to offer $200 off a new water heater installation (monetized) only available to the first 50 callers (FOMO).

The second pattern I encountered was Wednesdays. Don’t ask me why, but for some reason, I noticed a distinct drop in calls on Wednesdays. My research did not show a simple explanation as to why this was, it just was. 

Instead of spinning my wheels, I created a Wednesdays-only promotion “book your appointment for Wednesday and save $59.”  Almost immediately I saw a jump in calls, a lot of new customers, and an improved revenue stream.  This was in stark contrast to the numbers I was showing during those slow periods. 

Depending on your unique situation think about promos like offering HVAC check-ups before the summer rush.  You don't have to rely just on cutting prices. Perks like longer warranties, free consultations, or bundled service packages can draw in new faces and keep your regulars coming back.

On a side note, this also speaks volumes to making sure you have the cleanest possible data.  The ability to analyze slow and busy periods can help identify trends so you can prepare more effectively for similar future scenarios. As part of your overall strategy, I recommend implementing a new app or software platform that can provide the analytics you’ll need to address your performance and your marketplace.  After all, how do you know you're winning if no one’s kept the score?

Knowing when and why your call volume dips is invaluable. Equipped with this knowledge, you can deploy targeted marketing strategies to counter these slow periods, ensuring a steady flow of business year-round. Whether it’s refining your service offerings, enhancing your customer service experience, or optimizing operational efficiencies, use this time to strengthen your business foundation. 

Marketing Magic

Marketing's your best friend when it comes to beating the quiet times.

Chatting with your customers on social media, sending out informational emails, or getting involved in local events helps bring your business positive attention. Make your messages about what your customers worry about at different times of the year.

Keep the Conversation Going

Don't go quiet, even when business is. Keep talking to your customers, even when it's not the busy season. Teach them about why regular upkeep is important, the perks of going green with their home systems, and other cool services you offer that could save them cash over time. Share helpful tips through blog posts, videos, or fun graphics. It's a great way to show you're the go-to expert.

Even though it can be tough when the calls slow down, it's not the end of the world. In fact, it's a fantastic chance to think, plan, and get strategic. If you know the rhythm of the home services world and have some smart marketing tricks up your sleeve, you can make those quiet times work in your favor. Use this moment to innovate and gear up, making sure your business stays strong no matter the season.

The bottom line is that periods of low call volume, while challenging, are not insurmountable. They offer a golden opportunity for reflection, analysis, and strategic action. Remember, while it’s important to always be aware of industry-wide trends, being plugged into your own corner of the marketplace is where the magic happens.

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💡 Answer to Trivia Question:

Water softeners are used to remove minerals like calcium and magnesium from hard water, improving water quality and extending the lifespan of appliances.

See You Wednesday!

The Home Pro Heros Team