HVAC Marketing Case Study - Moore Home Services
Moore Home Services provides heating, cooling and plumbing services to the North Bay and Sacramento area. Moore has won multiple Angie’s List Super Service Awards for its commitment to excellence and appeared on the Inc. 5000 “Fastest Growing Companies” list five times. Moore’s growth earned itself new business acquisition in Sacramento!
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The Challenge For HVAC & Plumbing Marketing:
Moore Solar / Heating / Cooling (now Moore Home Services) was founded in 2010 by Jon Diamond and Curtis Moore, who had a different idea about how the HVAC industry should work. Instead of focusing on tune-ups to drive business, which is the industry norm, they focused on providing empathy and education to homeowners with heating and air troubles, while focusing their efforts on replacement and installation — “estimates. The model built Moore into a major player in the Santa Rosa Region quickly — the company had been on the Inc. 5000 list of America’s Fastest-Growing Companies four times when BAM came to them with some fresh ideas to take their brand messaging to the next level with a new integrated media and digital marketing program.
Creating A Customer Experience That Aligns With Company Goals
BAM’s research team conducted organizational, competitive and local audience research to determine an appropriate target audience and engineered a customer journey with the end goal for estimates instead of tune-ups.
We created a website optimized for search, centered around generating leads, while placing the value of repair and research in consumer hands with customized widgets for DIY repair, energy savings and BTU calculators and an optimized resource center. BAM also created new brand logos to further establish the Moore brand as a trustworthy resource in solar, DIY Repair, and financing.
Furthermore, we showcased the personality of the brand on Moore’s organic Facebook page and brand awareness and repair ads on the display and Facebook advertisements. We built an organic email list for a new quarterly e-newsletter, branded around all aspects of home comfort. BAM also created a paid search program to drive bottom-funnel leads.
Integrated Digital With Traditional Media
Additionally, we created a structured digital content plan from ideation to execution to reporting in Google Data Studio, established a brand style guide, key messaging and structured a sales funnel.