Let me share with you the process I went through with Angell Aire’s Landing page. I asked the sales staff to prepare a profile of their typical client. Here’s what they created:

Bob and Sue live in a 3000 square foot home in the south suburbs of the Twin Cities. Bob has spent his career in the computer industry, working his way through the ranks to become a senior manager, earning six figures. He and Sue met early in their careers when Sue worked at the same firm in human resources. Now in their late 50’s, with the last child having moved out of the home two years ago, they are just beginning to seriously discuss their future plans.

Their original home was a small split level that was outgrown with the arrival of their third child. Their present home, purchased 18 years ago, is their pride and joy. In the last few years, they have updated most of their appliances and remodeled their kitchen. They know that their existing heating and cooling system has reached the end of its’ typical life span and is not as efficient as they would like. They do not want to wait until a major breakdown to begin their search for a new system. They are also aware that their two story home is not nearly as comfortable as they would like. They regret not having spent the additional amount 18 years ago to have separate zoning installed at construction. They realize that whether they continue living in their home into retirement or decide to downsize to a condo or smaller home, the old heating system will need to be replaced at some point regardless, so feel that they may as well enjoy the benefits of a new system rather than waiting until they may sell the home.

They have begun their investigation through the internet and recommendations from friends and family. Bob is detail oriented and is becoming frustrated by the lack of objective information available on the internet; typically his primary source of information. They have begun making appointments with local contractors that they have recognized through local and internet advertising. They plan to look at 3-4 quotes. They have always tried to purchase quality over lower price; if they feel the benefit justifies the cost difference.

I asked the sales staff where concerns for the environment ranked with their typical home owner? They told me that environmental concerns were not the first priorities of most customers. However, if you probed, customers would say that saving energy resources is important to them.

Angell Aire wants to use their Facebook Fan Page to focus on the green elements of the heating and cooling industry. Technology advances with high efficiency furnaces,air heat exchanges, green motors and smart thermostats are just a few of the advances that can save significant energy for a homeowner. At the same time, less home energy is good for the environment.

My challenge , “What can I say to these potential Fans about the green heating and cooling options to persuade them to become a Fan when green options may not be their highest priorities?”

I will share how I tackled this challenge in the next post.  To be continued, your comments are always welcomed…

Al Hanzal