Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast
Episode #177: HVAC and Plumbing Lead Generation: Outbound Campaigns That Fill The Board
Release Date: March 13, 2025
Hosts: John Wilson & Jack Carr
Introduction
In Episode #177 of Owned and Operated, hosts John Wilson and Jack Carr delve deep into effective lead generation strategies tailored for HVAC and Plumbing businesses. The conversation primarily focuses on outbound campaigns that ensure a consistently filled service board, fostering sustainable business growth.
Taking Ownership of Lead Generation
John kicks off the discussion by emphasizing the importance of ownership in business growth. He states, "People just don't do whatever it takes because they haven't fully taken on the ownership of. This is my problem." (00:00)
Jack echoes this sentiment, highlighting the owner's responsibility in maintaining a busy schedule for their team: "Ensuring that your team is filled up every day. As an owner, that is one of the main responsibilities." (00:08)
Implementing Outbound Campaigns
A significant portion of the episode centers on the implementation of outbound campaigns. John shares their journey with Hatch, a software solution that has revolutionized their outreach efforts:
"With Hatch you get automated multi touch outreach across text, voicemail, drop email and a ton more. So every single lead that you have gets worked. Every invoice that you leave gets retouched and rehashed and it's freaking awesome." (00:14)
This automated approach has allowed John and Jack to scale their efforts efficiently, adding three to four automations each month.
Managing the Service Board: Proactive Planning
The hosts discuss their proactive approach to managing the service board to avoid slow periods, especially during traditionally slower months like February, March, and April.
Jack shares his strategy for March: "Not to fail. And by that I mean exactly how that sounds is I will go out there and knock doors to fill up schedule if I have to because we're not going to fail." (01:15)
John elaborates on their financial strategies, mentioning "code Icy Blue" as the point where they become net profitable each month, usually aiming to surpass this by the 15th working day.
By starting the month with a full board, they ensure sustained momentum, emphasizing the importance of selling everything that moves and being willing to take gross margin concessions to continue pushing leads.
Diversifying Lead Generation Channels
The conversation shifts to the effectiveness of various lead generation channels:
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Outbound Calls and Door Hangers:
- John recounts a successful instance where a door hanger led to the sale of a tankless water heater: "... the first day we did door hangers ... we sold a tankless water heater off a freaking door hanger." (16:35)
- Jack emphasizes the personal touch and immediate impact of such traditional methods compared to saturated online channels.
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Social Media Advertising:
- Both hosts critique the oversaturation and diminishing returns of platforms like Facebook for HVAC and Plumbing advertising. John advises, "Don't always go for the easy thing, because everyone's already doing the easy thing." (15:04)
- They advocate for creative and outlandish approaches to stand out, such as John's unorthodox bathroom billboard ads for local baseball teams.
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Mailers and Traditional Advertising:
- Jack expresses skepticism about the effectiveness of mailers, stating, "I always have trouble with mailers... they're all having to send mailers because they have no more channels that they can lean on." (23:07)
- John shares mixed experiences, noting both successes and eventual budget cuts in favor of TV advertising.
Building and Maintaining Lead Lists
A critical aspect of their strategy involves building robust lead lists:
- Jack outlines their categorization of leads into members, warms, colds, and ice colds, allowing tailored outreach strategies for each segment.
- Emphasis is placed on the importance of having phone numbers for direct outreach, including calls, texts, and emails, ensuring every lead is engaged effectively.
Philosophy of Ownership and Accountability
A recurring theme is the philosophy that an empty service board is solely the owner's responsibility. John firmly states, "if it is not full, it is our fault. And that's it." (10:53)
This mindset drives them to implement rigorous processes and maintain accountability across their teams. They manage their service board three days in advance, allowing proactive adjustments to ensure no day goes without leads.
Cross-Selling and Team Motivation
Jack highlights the importance of cross-selling within their teams, fostering a competitive and motivated workforce:
"We have our warm leads, which are ... now they're starting to see and they haven't gotten a ton of stuff from us before. ... it's plumbing ... cross sales ... friendly competitions ... assure reps are actively searching." (09:30)
Incentives like awarding gift cards for the most cross-sells encourage team members to actively seek additional opportunities, enhancing overall revenue.
Overcoming Common Challenges in Lead Generation
John and Jack address prevalent issues businesses face, such as over-reliance on agencies that fail to deliver sustainable leads. They urge owners to take proactive measures rather than placing blame on external factors:
"... we're like, this is our problem, we need to solve it ... don't fully take on ownership of this is my problem." (11:06)
They advocate for hands-on approaches, including door knocking, outbound calling, and leveraging multiple outreach methods to ensure a steady flow of leads.
Effective Use of Advertising and Partnerships
Exploring beyond traditional online ads, the hosts discuss innovative advertising methods and strategic partnerships:
- John's partnership with a local baseball team for bathroom billboard ads exemplifies their creative approach to branding.
- Jack mentions plans for engaging community events, such as racing teams during halftime shows, to collect phone numbers and enhance brand recall.
Process Implementation and Team Culture
A significant takeaway is the establishment of standardized processes and fostering a culture of proactive lead generation:
- John describes maintaining a 26-point checklist for lead generation, ensuring comprehensive coverage of multiple strategies.
- They utilize tools like Nexar's three-day call board to manage and forecast lead availability, reducing crisis management scenarios.
- Jack emphasizes the need for a team culture where outbound calling and active lead engagement are integral responsibilities, not optional tasks.
Conclusion and Final Thoughts
In wrapping up, John and Jack reinforce the necessity of extreme ownership in lead generation. They caution against easy but ineffective methods, urging businesses to invest in diverse and proactive strategies. The hosts emphasize that building a full service board requires dedication, creativity, and a relentless pursuit of leads through both traditional and innovative channels.
John concludes with a call to action, encouraging listeners to attend their upcoming workshop and engage with their community: "We've got our workshop coming up in April. Make sure you check out Owned and operated dot com." (40:34)
Notable Quotes
- John Wilson: "What you need to do is figure out how to actually run a fucking business and drive demand." (00:14)
- Jack Carr: "Outbounding is the fastest possible way to fill your board. Just calling people, you will fill the board." (32:43)
- John Wilson: "if it is not full, it is our fault. And that's it." (10:53)
- Jack Carr: "Outbound calling ... there's a lot of rejection. A lot of it can be rough." (33:03)
Key Takeaways
- Ownership is Crucial: Business owners must take full responsibility for lead generation and maintaining a full service board.
- Diversify Lead Generation Channels: Relying solely on saturated platforms like Facebook is ineffective. Blend traditional methods like door hangers with innovative advertising.
- Proactive Planning: Managing leads three days in advance prevents slow periods and ensures consistent business flow.
- Team Culture and Accountability: Foster a team environment where outbound calling and proactive lead engagement are standard practices.
- Creative Advertising: Stand out with unique advertising methods and strategic partnerships to enhance brand recognition and lead collection.
For more insights and actionable strategies, visit www.ownedandoperated.com.