Chad Davis

Chad Davis I ghostwrite social media posts and lead magnets for local service businesses | Wrote 500+ HVAC blogs in 1 year | Writer 10+ years

10/01/2024

I've gone through hundreds of home service business social media pages.

A common type of post I've seen are case study posts, where they share pictures of a completed job. Which is great for:

• Proving you're a real business
• Demonstrating your abilities
• Showing social proof

And this is what they typically look like:

1. Post pictures of the job
2. Caption that says, "We did that!"
3. "Call us if you want this, too"

But you can greatly improve the value of those posts—and drive more conversions—by including some extra context.

To help you do that, there are 3 questions you can answer in your case study posts:

1️⃣ Why did you do this particular job?

Your client had a specific need for your service—what was it?

Someone else might have the same problem but not yet realize that you're the solution.

2️⃣ Why did you do the job this way?

Anyone can paint a house, but do they know how to do it the right way?

By sharing your expertise on how you completed the job, you'll showcase your qualifications and build credibility with your reader.

3️⃣ What challenges did you face?

Not every job is the same! Show people how much work goes into completing a job.

This will demonstrate your abilities AND show people why they can't just do it themselves.

Answering these simple questions in your post will help you stand out from everyone else who is doing the bare minimum with their content.
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09/30/2024

Easy social media strategy for local service businesses:

1. Create 7 posts a week
2. Note which ones get the most comments
3. Boost those posts with a little bit of paid ad money
4. Target your local service area's locations
5. Follow up with every commenter

A low-risk, minimal investment way to generate leads.

09/25/2024

What's the first question people ask when they have a problem with their air conditioner?

It's not "Who do I call?"

It's "What is going on?"

Not understanding this is one reason the cost per lead is so expensive in the HVAC industry.

09/25/2024

The 5 Myths of Email Marketing That Are Costing You Customers

"My customers only need me when it's an emergency. Until then, email is just spam that serves them no purpose."

I hear this all the time from home service business owners.

Fortunately, this is just a misconception...

Because emails, when done properly, are one of the best ways to drive down your cost per lead.

Here are some of the myths that separate you from generating business through email:

❌ Myth #1: Customers don’t want to read emails from service businesses.
✅ Customers want helpful, relevant tips, not spam, and will welcome emails that provide real value.

❌ Myth #2: Email marketing doesn’t work for home service businesses.
✅ Email keeps your business top-of-mind between service calls, so customers remember you when they need help again.

❌ Myth #3: You should only email when you have a promotion.
✅ Consistently sharing valuable content builds trust and keeps customers engaged, not just when you’re running a sale. (Only sending promotional emails is actually what makes them look like spam!)

❌ Myth #4: You need a big email list to make it work.
✅ A small, targeted list of engaged local customers is far more effective than a large, random audience.

❌ Myth #5: Email marketing is a “set it and forget it” tool.
✅ Successful email marketing adjusts with the seasons, offering relevant advice when your customers need it most.

Email marketing is a big undertaking, so you have to be dedicated to make it work properly. It's not something you can do half-heartedly or leave to an agency who is already balancing too many clients.

09/24/2024

Nothing wastes more money than paying for clicks that never turn into leads.

If you are:
• Running ads to drive traffic to your site
• But visitors aren’t booking or leaving contact info...

Then you’re burning money.

The truth is, without a system in place to capture and nurture those visitors, your ad spend is mostly going to waste. But it doesn’t have to be this way.

Here’s how a lead nurturing system can turn things around:

1️⃣ Turn wasted ad spend into actual leads:
When visitors leave without converting, you’ve lost that money. A lead nurturing system helps capture their interest and follows up when they’re ready to make a decision.

2️⃣ Stop losing high-value, non-urgent customers:
For bigger jobs like system replacements, customers often need more time to decide. Without nurturing them, you’re leaving high-value contracts to competitors.

3️⃣ Recover up to 95% of lost traffic:
If only 5% of visitors are converting, that’s 95% of your ad budget going to waste. A lead nurturing system can recover those lost leads and turn them into revenue.

4️⃣ Maximize your current marketing budget:
Instead of spending more on ads, use a lead nurturing system to get better results from your existing traffic, turning casual visitors into paying customers.

5️⃣ Stay ahead of competitors:
If your competitors are capturing leads through follow-up systems, you risk falling behind. A lead nurturing system ensures you stay competitive and win those same customers.

09/23/2024

By far, the biggest mistake I see on social media pages for home service businesses:

Not getting specific enough!

Until you do this properly, your posts just look like another advertisement.

It's not enough to say:
• Make sure your AC is working properly this season! Schedule a free inspection.
• Is your water heater on the fritz? Call to find out!
• Call us today if you're interested in metal roofing!

Why not?

Because these don't incite any emotion in your reader! It doesn't relate to them at all. (Plus, you're asking them to do something for you before you've done anything for them).

The easiest way to be relatable is to get them thinking about their own situation.

The way you do this is by educating them on:
😥 The problems they're facing
💸 The benefits they're missing out on

For example:
• Tell them the negative outcomes of not having their AC in working order, so that they fear the consequences of being unprepared for cooling season
• Explain the commonly overlooked signs of a malfunctioning water heater, so that they start doubting the performance of their own
• Show them the benefits of metal roofing, so they can realize how much better life would be with one

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