Free Tankless Report

STEVE TENERIELLO

Copyright 2014 Service Inbound 2

Introduction

Tankless water heating by its nature has suffered from technological challenges that until recently have made a whole-home system infeasible. The way tankless heaters worked – point-of-use systems hooked up to one or two fixtures – was extremely inefficient, especially when compared to storage tank water heaters that could use a single tank to heat water for an entire house.

It used to be warmer climates would benefit the most from tankless water heaters, which when installed correctly can provide hot water quite literally on demand at any given time. With advancements in heating technology tankless water heaters are a common appliance in many cold weather new construction homes. In addition rising energy costs and the desire for more efficiency has driven renewed interest in tankless water heating.

Making the Case To Promote and Sell Tankless: How Demand and Increases in Technology Have Made Tankless Water Heating More Attractive to Homeowners


Future Outlook of Tankless Water Heating

Demand for tankless water heating has increased in recent years for a number of reasons including increased space savings, energy savings, affordability, reduction of flooding risks and longer life expectancy compared to a traditional tank. Overall, a gas-fired tankless water heater can save a homeowner more than 22% in energy costs on average which can represent 5-7k over a 20 year period. Not to mention the peak of the housing boom was between 2005-2007 which means there will be no shortage of water heaters to replace as new tanks installed 7-10 years ago begin to reach their life expectancy and fail.

Technology upgrades and a new push to environmentally conscious homes have increased interest in tankless water heating, which over the lifetime of a home is demonstrably more efficient than storage tank water heaters, even with a higher initial cost outlay.

There is a solid value proposition to make to homeowners considering replacing their old, inefficient conventional water heaters and as a tankless water heater installation specialist there is considerable margin for you to make in the installation of this enhanced technology.

Advancements in Technology, Timing and Demand Make Tankless Extremely Attractive


Future Outlook of Tankless Water Heating Advancements in Technology, Timing and Demand Make Tankless Extremely Attractive

Source: Energy Star


By The Numbers: Tankless vs. Traditional Tanks

Average Ticket: $4000-$6000Billable Hours: 4-6More Profitable

Average Ticket: $1200 - $1800Billable Hours: 1-2Less Profitable


The Tankless Water Heater Value Proposition

Tankless water heaters on average offer many benefits over the traditional storage variety. Whether you’re looking for a smaller heater, or simply need something for a remote location, here are 10 reasons to consider a tankless water heater over a traditional model. Let’s go ahead and make the marketing case for tankless. I will give you 10 reasons why a homeowner will entertain tankless as an alternative to conventional water heating:

• Energy savings – 98% efficient • More Room: Most tankless water heaters are the size of your average suitcase and

can hang on practically any interior or exterior wall, which gives you a large section of floor space back.

• Endless hot water: Because there’s no storage tank to wait for, you’ll enjoy an endless supply of hot water that your tankless heater provides on demand.

• Peace of mind knowing water will not be all over the floor: The lack of a storage tank also means you don’t have to worry about cracking or water leaking out onto your floor, except in cases where a pipe breaks.

The Benefits of Tankless Water Heaters for your Clients



• Great for resale: Tankless water heaters increase the resale value of your home because they’re viewed as a modern convenience and have such a long lifespan.

• No sediment, No odors: Since there’s no storage tank, you don’t have to worry about sediment build up or any sort of rusty odor coming out into your water.

• Much longer life, better warranties: The average storage tank water heater lasts 12 years, while a tankless model can operate for 20 years or more. This offers up tremendous savings because you’re not replacing a water heater as often.

• No spikes in temperature, consistency in temperature: Tankless water heaters bring water up to the same temperature every time, so you don’t have to worry about any temperature spikes if your water is heated too hot, or a cooling should you get the dregs of the tank.

• No water on your floor when it fails (no flooding): Tankless water heaters don’t leak water when they need repairs because there’s no full storage tank to deal with.




• Return on initial investment: The average cost of a tankless water heater is between $3,000 and $5,000 for full installation. Over the course of the 20-year life of the appliance, however, according to the ENERGY STAR program, you can expect to save $1,700 in energy costs alone over the life of the machine. This doesn’t even factor in the cost savings from not replacing an old storage tank heater at year 12 or any of the repairs that could result over those 12 years.



10 Strategies to Drastically

Increase Tankless Water Heater

Sales


About Us:

• Process More Than 275 Tankless Water Heating Leads Each Month

• Estimate $6-8M Tankless Sales Flow Through our Clients Each Year

• Proven Marketing Formula• Largest Collection of Tankless Content in the Country


START WITH A SALES FUNNEL

What You’ll Need:

• Sales Copy• Sales Ready Direct Offer• Early Stage Lead Call To Action• Landing Pages or Squeeze Pages• Form Capture• Email Responder• Graphics


ATTRACT BUY NOW

PROSPECTS


BUILDING BLOCKS OF A SUCCESSFUL CAMPAIGN

SALES COPY, DIRECT OFFER, LANDING PAGE & FORM


GIVE TIRE KICKERS

SOMETHING OF VALUE


BUILDING BLOCKS OF A SUCCESSFUL CAMPAIGN

BUYERS GUIDE, BUYERS GUIDE LANDING PAGE, LEAD CAPTURE


10 Strategies to Drastically Increase Tankless Water Heater Sales

1. Pay-Per-Click2. Remarketing 3. Facebook Advertising4. Free Report 5. Leverage your Technicians6. Document your Jobs7. The Power of Video 8. Generate Referrals with Client Reviews9. Email to your Active Clients10. Direct Mail


Pay-Per-Click

• Start out by developing a keyword strategy. Use Google’s Keyword Planner to uncover a list of keywords and their associated traffic counts.

• Implement the keyword strategy in your respective advertising accounts. Being with Google since it will deliver the best yield and performance and scale into the Microsoft network.

• Unlike demand service where terms like “emergency plumber” should be positioned in the first position you will get a better result by placing your ads in the 5th or 6th position.

• Be conservative in your keyword, bid and budget strategy. Slow and steady wins the advertising race when it comes to positioning products online.

Advertise on Google AdWords, Bing and Yahoo

• Know who you are going up against. Don’t go head to head against big box stores – it is a surefire way to bleed budget fast. Instead strategically time your ads and take advantage of your best time of day.

• Lead in with a clear call to action and constantly test your ad performance and click-thru rates. Test Buy Now vs. Buy Later

• Build out a supporting landing page specific to tankless installation on your website with graphics that support your ad copy.

• Scale into repair and alternative conventional campaigns.


Pay-Per-ClickSample Keywords

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Remarketing

• Once a prospect visits your website you can identify who they are and serve them ads on participating networks. Referred to as “reminder” or “boomerang” campaigns your message is loud and clear and you are constantly in front of your prospect wherever they go on the web.

• Remarketing is inexpensive.• Use remarketing to extend the life of print,

direct mail, radio and TV by driving prospects to a pre-configured landing page strapped up with remarketing.

• Perfect for long sales cycles like tankless – keeps your prospects going back to your website instead of your competitors.

• Remarketing advertising solutions include Google Display network and Adroll.com. Adroll will get you placement in Facebook on your prospects news feed.

What you will need:• Banner and Ad Graphics• Google AdWords account• Adroll.com account

Constantly Stay Top of Mind and In Front of your Prospects


Facebook Advertising• Send traffic to your Facebook business

page by advertising a “free report.” • Setup your business page so you can

collect prospect information.• You can narrow your focus by both

location and interest so if you service the Boston market you can limit your ads to people only interested in tankless or conventional water heaters in this market.

What you will need:• Facebook Business Page• Graphics

Target Prospects By Interest. Attract your Ideal Clients

• Attract ideal clients by taking before and after pictures of customer jobs. Ask clients to post the pictures on their personal Facebook account and get in front of their family, friends and neighbors.


Free Report

• Construct a Free Report ie. “The Tankless Buyers Guide” and offer it as a free download on your website.

• Work in benefits, features, history, technology advancements and make the case for tankless water heating over conventional water heaters.

• Place the report behind a form and give it away for free in exchange for homeowner information.

• You can take segments of your free report and drip market articles via email to prospects to keep prospects top of mind.

Be the Local Go-To Expert. Identify Early Stage Prospects.

What you will need:• 20-25 pages of tankless content• Cover graphic• Landing page with sales copy• Multiple graphics to promote

your free report both on your website and via display advertising.


Leverage your Technicians

• Develop a 6” x 9” postcard with a call to action to your Free Report. Have technicians give every homeowner a postcard so they can go online and download your report.

• Give your technicians cameras and provide a free camera inspection of the water heater showing the customer the build up of sediment within the tank.

• Provide incentives to techs you generate qualified leads.

• Gather intel: ask techs to identify the age of your client’s conventional tank and store the information in a database.

Take Advantage of your Best Source of Qualified Leads


Content Marketing

• Take before and after pictures of your installations.

• Summarize the scope of work.• Combine the pictures and scope of work

and put together a 300 word article and publish the article on your website ideally on your company blog.

• Optimize your article for local search for example your title would read: “Austin Plumber Replaces 50 Gallon Water Heater with Tankless.”

• At the end of your blog post place a call to action graphic to your free report.

• Record an audio interview and distribute to clients

What you will need:• Camera or smartphone• Blog with built-in RSS feed• Blog automation to social media

Get Found & Create a Permanent Source of Organic Traffic and Leads


The Power of Video

• Collect video of tankless installations and client testimonials.

• Setup a Google Plus profile and connect it to your website.

• Setup a YouTube account.• Publish video on your YouTube

business account. Transcribe your video and embed it in your company blog. Share it with Google Plus. As a result you will get found for both your video as well as your blog post.

• Repurpose video on your Facebook business page and use it as credibility boosting tools on your website.

Own More Real Estate. Expand your Web Presence

What you will need:• Video Camera or smartphone• YouTube account• Google Plus profile• Website with Google authorship


Generate Referrals with Client Reviews

• Build out your review presence on Google Reviews, Yelp, Yellowpages and Facebook.

• Setup a recorded line and ask clients to call in and provide a recorded testimonial.

• Ask clients to go online and provide their feedback on the major review sites.

• Ask clients to participate in mailings to their friends, family and co-workers.

• Capture video of happy clients and distribute the content on your blog and website.

Leverage the Power of Testimony and Tap into your Clients Sphere of Influence.

What you will need:• Video Camera or smartphone• An online presence on the major

review sites.• Call tracking or recording

technology.


Email to your Active Clients• Email your active client database with

a call to action to download your Free Tankless Report.

• Gather intelligence and segment your database. Identify clients who fit the water heater replacement category.

• Develop a direct response email with a special offer and a supporting landing page to entice existing clients to take advantage and install a tankless water heater for their home.

What you will need:• Email marketing vendor• Email marketing templates• List of active clients• List of segmented clients

Mine Gold from your Existing Active Clients.


Direct Mail

• Gather intelligence and segment your database. Identify clients who fit the water heater replacement category.

• Develop a direct response 3 sequence direct mail campaign to clients who will need their water heater replaced.

• Go out and find a list of new construction homes built during the housing boom and add them to your mailing list.

• Drop small quantity radius mailers to homes in the area where you recently installed tankless water heaters.

• Tie your direct mail campaigns to a landing page on your website, in addition to supporting it with a remarketing campaign.

What you will need:• Print Design Asset• Mail House Vendor• Landing Page• Remarketing Campaign• House List• List Supplier

Launch Small and Strategic Multi-Step Direct Mail Campaigns and Generate a Steady Stream of Leads.


Get Everything you Need To Sell More Tankless Replacements Starting Today

1. CONTENT• Access to over 25 pages of Tankless Articles you can repurpose in print, web

and email.• Landing Page Copy for Tankless Installation, Tankless Repair and Tankless

Maintenance.• Long form sales copy you can use to generate leads.

2. DIRECT OFFERS & GRAPHIC PACKAGES (includes graphic kits for website, remarketing, print and email)• Endless Hot Water Campaign • Cash for Clunkers• Free Tankless Water Heater Estimates• Tankless Water Heater Buyers Guide Promotion Package


3. SALES TOOLS• Tech Generated Lead Program – Postcard• Tankless Maintenance Advantage Form• Conventional Water Heaters vs. Tankless Water Heaters Sell Sheet

4. ADVERTISING TOOLS• Google AdWords Blueprint with a list of the TOP 100 Tankless Keywords• Our proprietary list of negative keywords to repel disqualified searchers• The “Tankless Water Heater Buyers Guide” you can customize for your

business.

5. ONLINE ACCESS• Get online access to all of the tools, resources and files.• In addition receive ongoing enhancements and campaigns absolutely free.

Everything you Need To Sell More Tankless Replacements Starting Today


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