In 2018 Americans do everything online. We shop on our phones, do product research and ask people of Facebook for their opinions. In fact, 90% of consumers read online reviews, from HVAC to Chuck e Cheese. During the past few years, Comfort Institute has managed online reviews for tons of HVAC and home performance businesses. We are always searching for top practices and there is always room for improvement.
- A 3.2 GPA should be your goal.
Contrary to common sense, you should engage HVAC companies that have a few negative reviews. As HVAC companies always strive for five-star reviews, this information surprised most consumers. Companies with ratings between 4.2 and 4.5 are the most influential in helping you make purchasing decisions. Doesn’t make any sense does it? We all know there are haters out there who blast great HVAC companies, so having a few naysayers better represents the homeowner population, and show the company is authentic.
- Build trust.
Sub-par reviews are effective because they are authentic. It’s tempting to bury HVAC companies because of bad reviews, but what is more important, is to see how these companies responded to negative reviews by expressing authentic concern for homeowners about the homeowner’s experience with the HVAC company and provided an opportunity to resolve the problem.
- Quantity is important too.
Any homeowner should know that the more reviews an HVAC company has, the easier it is to get an accurate picture of the company you’re entertaining to hire. Studies show that companies with more reviews have a 5% higher conversion rate than companies with fewer reviews. Basically saying, they are more trustworthy to homeowners.
- If they don’t exist online… ☹
Run. Its 2018 and we all know by now that the quality of a company’s online presence directly represents the quality of their work. It is what it is. If they are willing to put money and work into an online brand and review tracking, they are willing to put the work into your home, plain and simple.