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uraudience

Example report: Northgate Heating & Cooling

An invented business, run through the same uraudience report generator you can use in the finder. Every figure is an estimate from its answers.

Read asWe read this as a heating and cooling business, from your words furnaces, heat pumps, and central air.

We install, repair, and maintain furnaces, heat pumps, and central air for homeowners in three towns north of the city. Family owned for two generations, licensed technicians, and we answer the phone on weekends. Most calls come in when something breaks during a cold snap or the first hot week of summer.From your inputs

Industry
Home services and trades
Prices
Mid-range
Where customers are
Regional
Service area
Within 20 miles of ZIP 01810From your inputs
Monthly budget
$500 to $2,000From your inputs
Main goal
Find new customers
From your inputs

Every figure in this report is a uraudience model estimate built from your answers and uraudience rules, not a measurement. Each shows how confident it is on a five-tick scale.

Model estimateConfidence: four of five. These are estimates.

What your goal changed

Your goal: Find new customers. Compared with the same report built with no goal at all. Each line is worked out by comparing the two reports.

  • Google Maps and Business Profile moved from fourth to third in your channel plan.
  • Email moved from third to fifth in your channel plan.
  • Homeowners who have called one heating company since they moved in dropped out of your audiences; it was fifth.
  • Google Search went from 30 to 46%Model estimate of your budget to 51 to 78%Model estimate.
  • Email no longer gets budget; it had 17 to 27%Model estimate.
  • Five of your ten actions are specific to finding new customers.
Model estimateConfidence: four of five. These are estimates.

01Who your audiences are

  • Homeowners with rental units that need heat and air kept running19 to 33%
  • Homeowners with no heat or no cooling right now17 to 32%
  • Homeowners weighing a new furnace, heat pump, or central air13 to 26%
  • First-time homeowners learning the house11 to 22%
  • Second-home owners who need someone local they trust11 to 22%
Share of the opportunityHow your opportunity might split across these audiences. Each share is a range, because it is estimated from rules, not measured. These shares are not headcounts. To count people from Census data, use the audience builder.Model estimateConfidence: four of five. These are estimates.
Share of the opportunity
AudienceShare of the opportunity
Homeowners with rental units that need heat and air kept running19 to 33%
Homeowners with no heat or no cooling right now17 to 32%
Homeowners weighing a new furnace, heat pump, or central air13 to 26%
First-time homeowners learning the house11 to 22%
Second-home owners who need someone local they trust11 to 22%

Audience 1

Homeowners with rental units that need heat and air kept running

When a tenant texts that the heat is out, they need a company that will set up the visit, fix it, and send one clear invoice.

Share of the opportunity19 to 33%
Model estimateConfidence: four of five. These are estimates.
Age
35 to 64
Income
Household income $100,000 and up
Life stage
Small landlords with a duplex or a few single-family rentals
Household
Handles tenant calls from a day job, mostly by text

What they want

  • Keep tenants warm so a small call does not become a big complaint
  • Replace failing equipment on their schedule, not in an emergency
  • Service records they can show if a dispute comes up

What frustrates them

  • Tenants who never change a filter
  • Weekend emergency rates for a failure that upkeep would have caught
  • Different equipment in every unit and no records of any of it

What makes them buy

  • A no-heat text from a tenant on a winter night
  • A vacancy that opens a window to swap old equipment
  • A rental inspection on the calendar

What stops them, and what to say

They expect to pay emergency rates every time a tenant calls.
Offer a maintenance plan across their units that includes priority scheduling.
They cannot meet you at the unit for every call.
Arrange access with the tenant directly, and text the owner a photo of the equipment and the fix.

Kinds of brands they already like

  • Online rent collection and maintenance request tools
  • Filter subscriptions shipped to each property
  • Home warranty plans for rentals

Content they pay attention to

  • Filter and upkeep schedules they can hand to tenants
  • Text updates with a photo of the finished repair
  • Checklists for unit turnover

Interests

  • Rental income
  • Keeping costs predictable

Audience 2

Homeowners with no heat or no cooling right now

The furnace quit on a cold night or the air stopped cooling in a heat wave, and they will book whoever picks up the phone first.

Share of the opportunity17 to 32%
Model estimateConfidence: four of five. These are estimates.
Age
25 to 64
Income
Any household income
Life stage
Any household, though calls spike with the first hard freeze or heat wave
Household
Kids in coats indoors, or a bedroom too hot to sleep in

What they want

  • Heat or air back on today, not sometime this week
  • Hear the repair price before any work starts
  • A technician who arrives inside the promised window

What frustrates them

  • A diagnostic fee nobody mentioned on the phone
  • Being pushed to replace a system that only needed a part
  • Hold music, then a callback the next afternoon

What makes them buy

  • A furnace that will not light on the first cold night
  • Warm air blowing from the vents on a hot afternoon
  • Ice on the refrigerant lines in the middle of summer

What stops them, and what to say

They fear being sold a new system when a repair would do.
Price the repair first, and show them the failed part before replacement comes up.
They expect a big fee just for someone to walk in the door.
State your diagnostic fee on the phone, and say whether it counts toward the repair.

Kinds of brands they already like

  • Smart thermostat apps that send a temperature alert
  • Home warranty plans that came with the house
  • Home warranty plans

Content they pay attention to

  • Quick checks before calling, like the filter and thermostat batteries
  • Short videos of a technician tracing a fault
  • Short videos showing a fix

Interests

  • Getting it fixed
  • Peace of mind

Audience 3

Homeowners weighing a new furnace, heat pump, or central air

Their system still runs but is loud, uneven, or old enough to worry about, and they want two or three quotes before the next season.

Share of the opportunity13 to 26%
Model estimateConfidence: four of five. These are estimates.
Age
45 to 64
Income
Household income $50,000 and up
Life stage
Owners settled in a house they expect to keep for years
Household
One room always too hot, another always too cold, and a running argument over the thermostat

What they want

  • Lower energy bills without giving up comfort
  • Understand heat pump versus furnace for their climate
  • Even temperatures upstairs and down

What frustrates them

  • Quotes sized by a guess instead of a load calculation
  • Rebate rules that change and nobody explains
  • Salespeople who open with the most expensive tier

What makes them buy

  • A repair bill big enough to make replacement worth pricing
  • Energy bills that climb every winter
  • A finished basement or addition the old system struggles to reach

What stops them, and what to say

They cannot compare quotes that list different equipment and sizes.
Show your load calculation, and lay out the options you recommend side by side.
They worry the ductwork will need replacing too.
Inspect the ducts during the estimate, and say in writing whether they can stay.

Kinds of brands they already like

  • The utility's rebate and energy savings programs
  • Consumer review sites that rate home equipment
  • Energy-efficiency programs from their utility

Content they pay attention to

  • Side-by-side comparisons of heat pumps and furnaces
  • An install filmed from old unit out to new unit running
  • Long how-it-works videos

Interests

  • Home value
  • Energy savings

Audience 4

First-time homeowners learning the house

They just bought a house, do not know what is normal yet, and search for answers before they call anyone.

Share of the opportunity11 to 22%
Model estimateConfidence: four of five. These are estimates.
Age
25 to 44
Income
Household income $50,000 to $100,000
Life stage
Young couples and families in their first owned home
Household
Stretched budget after the down payment; decides together

What they want

  • Understand what the house needs and when
  • Avoid expensive mistakes
  • Find someone to call for years

What frustrates them

  • Not knowing if a problem is urgent
  • Feeling talked down to
  • Every company claiming to be the best

What makes them buy

  • The first season in the new house
  • An inspection report with items to fix
  • A first surprise bill

What stops them, and what to say

They think a tune-up is just a sales visit.
Hand them a written checklist of what was tested, and save upgrade talk for when they ask.
They expect the technician to find something wrong every time.
Say so when the system is in good shape, and show the readings that back it up.

Kinds of brands they already like

  • Home improvement stores
  • Starter kits and subscription boxes
  • Online how-to channels

Content they pay attention to

  • How-to videos
  • Checklists
  • Short explainers

Interests

  • Making the new place their own
  • Budgeting

Audience 5

Second-home owners who need someone local they trust

They are away part of the year, need the place ready when they arrive, and pay for someone who checks in while they are gone.

Share of the opportunity11 to 22%
Model estimateConfidence: four of five. These are estimates.
Age
45 and over
Income
Household income $150,000 and up
Life stage
Established adults with a second home or a seasonal place
Household
Manages the place from a distance for part of the year

What they want

  • Arrive to a place that is ready
  • Someone local who can check in
  • Photos and updates while they are away

What frustrates them

  • Coordinating from another state
  • Problems found only when they arrive
  • Local vendors who favor year-round residents

What makes them buy

  • Opening or closing the place for the season
  • A storm or a freeze while they are away
  • A caretaker retiring

What stops them, and what to say

They cannot be there to supervise.
Show you can be trusted alone on site: "family owned for two generations".
They do not know your reputation locally.
Share references from other seasonal owners.

Kinds of brands they already like

  • Property watch services
  • Regional banks
  • Outdoor and recreation brands

Content they pay attention to

  • Email updates
  • Seasonal checklists

Interests

  • Their second place
  • Outdoor time

02Where to find them

Homeowners with rental units that need heat and air kept running

Drawing the platform ranking

Where they spend time onlinePlatforms ranked by how heavily this audience likely uses them, relative to the platform at the top. A rule-based estimate.Model estimateConfidence: four of five. These are estimates.
Where they spend time online: Homeowners with rental units that need heat and air kept running
RankPlatformUse
1Google SearchHeaviest use
2EmailHeavy use
3Partner businessesHeavy use
4FacebookSome use
5Text messagesSome use
6LinkedInLight use
When they are easiest to reachReachability by day and time, from 0 (hard to reach) to 9 (easiest). Estimated from typical routines for this audience, not measured.Model estimateConfidence: four of five. These are estimates.
When they are easiest to reach: Homeowners with rental units that need heat and air kept running
TimeMondayTuesdayWednesdayThursdayFridaySaturdaySunday
12am to 4am0 of 90 of 90 of 90 of 90 of 90 of 90 of 9
4am to 8am2 of 92 of 92 of 92 of 92 of 90 of 90 of 9
8am to 12pm8 of 98 of 98 of 98 of 97 of 91 of 91 of 9
12pm to 4pm7 of 97 of 97 of 97 of 95 of 91 of 91 of 9
4pm to 8pm4 of 94 of 94 of 94 of 92 of 91 of 91 of 9
8pm to 12am2 of 92 of 92 of 92 of 91 of 91 of 92 of 9
Your service areaEstimated concentration of this audience in rings around your center ZIP code, from 0 to 9. Direction is not estimated: nothing here knows which side of town they live on.Model estimateConfidence: four of five. These are estimates.
Your service area: Homeowners with rental units that need heat and air kept running
RingDistanceConcentration
Ring 1Up to 6.7 miles6 of 9
Ring 2Up to 13.3 miles7 of 9
Ring 3Up to 20 miles6 of 9

Offline places worth considering

  • Rental housing association meetings
  • Management firms that handle rentals for out-of-town owners
  • Lenders and agents who work with rental investors

Competitors and open space

  • Google Search: Crowded with competitors
  • Email: Some competitors here
  • Partner businesses: Some competitors here
  • Facebook: Some competitors here
  • Text messages: Few or no competitors seen here
  • LinkedIn: Few or no competitors seen here

Open space: Email, Partner businesses, Facebook, Text messages, LinkedIn.

Typical for businesses like yours, not measured in your area.

Homeowners with no heat or no cooling right now

Drawing the platform ranking

Where they spend time onlinePlatforms ranked by how heavily this audience likely uses them, relative to the platform at the top. A rule-based estimate.Model estimateConfidence: four of five. These are estimates.
Where they spend time online: Homeowners with no heat or no cooling right now
RankPlatformUse
1Google SearchHeaviest use
2Google Maps and Business ProfileHeavy use
3NextdoorSome use
4FacebookSome use
5Text messagesLight use
6EmailLight use
When they are easiest to reachReachability by day and time, from 0 (hard to reach) to 9 (easiest). Estimated from typical routines for this audience, not measured.Model estimateConfidence: four of five. These are estimates.
When they are easiest to reach: Homeowners with no heat or no cooling right now
TimeMondayTuesdayWednesdayThursdayFridaySaturdaySunday
12am to 4am2 of 92 of 92 of 92 of 92 of 93 of 93 of 9
4am to 8am5 of 95 of 95 of 95 of 95 of 94 of 94 of 9
8am to 12pm6 of 96 of 96 of 96 of 96 of 97 of 96 of 9
12pm to 4pm6 of 96 of 96 of 96 of 96 of 97 of 96 of 9
4pm to 8pm7 of 97 of 97 of 97 of 97 of 96 of 96 of 9
8pm to 12am5 of 95 of 95 of 95 of 95 of 95 of 95 of 9
Your service areaEstimated concentration of this audience in rings around your center ZIP code, from 0 to 9. Direction is not estimated: nothing here knows which side of town they live on.Model estimateConfidence: four of five. These are estimates.
Your service area: Homeowners with no heat or no cooling right now
RingDistanceConcentration
Ring 1Up to 6.7 miles8 of 9
Ring 2Up to 13.3 miles7 of 9
Ring 3Up to 20 miles5 of 9

Offline places worth considering

  • Neighborhood groups during a cold snap
  • Real estate agents and property managers who get asked for names
  • Hardware store counters where people buy space heaters in a hurry

Competitors and open space

  • Google Search: Crowded with competitors
  • Google Maps and Business Profile: Crowded with competitors
  • Nextdoor: Some competitors here
  • Facebook: Some competitors here
  • Text messages: Few or no competitors seen here
  • Email: Some competitors here

Open space: Nextdoor, Facebook, Text messages, Email.

Typical for businesses like yours, not measured in your area.

Homeowners weighing a new furnace, heat pump, or central air

Drawing the platform ranking

Where they spend time onlinePlatforms ranked by how heavily this audience likely uses them, relative to the platform at the top. A rule-based estimate.Model estimateConfidence: four of five. These are estimates.
Where they spend time online: Homeowners weighing a new furnace, heat pump, or central air
RankPlatformUse
1Google SearchHeaviest use
2FacebookSome use
3EmailSome use
4YouTubeSome use
5Direct mailSome use
6InstagramLight use
When they are easiest to reachReachability by day and time, from 0 (hard to reach) to 9 (easiest). Estimated from typical routines for this audience, not measured.Model estimateConfidence: four of five. These are estimates.
When they are easiest to reach: Homeowners weighing a new furnace, heat pump, or central air
TimeMondayTuesdayWednesdayThursdayFridaySaturdaySunday
12am to 4am0 of 90 of 90 of 90 of 91 of 91 of 91 of 9
4am to 8am1 of 91 of 91 of 91 of 91 of 91 of 91 of 9
8am to 12pm2 of 92 of 92 of 92 of 92 of 95 of 94 of 9
12pm to 4pm3 of 93 of 93 of 93 of 93 of 96 of 95 of 9
4pm to 8pm6 of 96 of 96 of 96 of 95 of 96 of 96 of 9
8pm to 12am8 of 98 of 98 of 98 of 96 of 95 of 97 of 9
Your service areaEstimated concentration of this audience in rings around your center ZIP code, from 0 to 9. Direction is not estimated: nothing here knows which side of town they live on.Model estimateConfidence: four of five. These are estimates.
Your service area: Homeowners weighing a new furnace, heat pump, or central air
RingDistanceConcentration
Ring 1Up to 6.7 miles7 of 9
Ring 2Up to 13.3 miles7 of 9
Ring 3Up to 20 miles5 of 9

Offline places worth considering

  • Home shows during the slow shoulder seasons
  • Energy audits run by the local utility
  • Real estate agents whose buyers inherit an old system

Competitors and open space

  • Google Search: Crowded with competitors
  • Facebook: Some competitors here
  • Email: Some competitors here
  • YouTube: Few or no competitors seen here
  • Direct mail: Some competitors here
  • Instagram: Some competitors here

Open space: Facebook, Email, YouTube, Direct mail, Instagram.

Typical for businesses like yours, not measured in your area.

First-time homeowners learning the house

Drawing the platform ranking

Where they spend time onlinePlatforms ranked by how heavily this audience likely uses them, relative to the platform at the top. A rule-based estimate.Model estimateConfidence: four of five. These are estimates.
Where they spend time online: First-time homeowners learning the house
RankPlatformUse
1Google SearchHeaviest use
2YouTubeHeavy use
3InstagramSome use
4NextdoorSome use
5EmailSome use
6TikTokLight use
When they are easiest to reachReachability by day and time, from 0 (hard to reach) to 9 (easiest). Estimated from typical routines for this audience, not measured.Model estimateConfidence: four of five. These are estimates.
When they are easiest to reach: First-time homeowners learning the house
TimeMondayTuesdayWednesdayThursdayFridaySaturdaySunday
12am to 4am0 of 90 of 90 of 90 of 91 of 91 of 91 of 9
4am to 8am1 of 91 of 91 of 91 of 91 of 91 of 91 of 9
8am to 12pm2 of 92 of 92 of 92 of 92 of 95 of 94 of 9
12pm to 4pm3 of 93 of 93 of 93 of 93 of 96 of 95 of 9
4pm to 8pm6 of 96 of 96 of 96 of 95 of 96 of 96 of 9
8pm to 12am8 of 98 of 98 of 98 of 96 of 95 of 97 of 9
Your service areaEstimated concentration of this audience in rings around your center ZIP code, from 0 to 9. Direction is not estimated: nothing here knows which side of town they live on.Model estimateConfidence: four of five. These are estimates.
Your service area: First-time homeowners learning the house
RingDistanceConcentration
Ring 1Up to 6.7 miles7 of 9
Ring 2Up to 13.3 miles8 of 9
Ring 3Up to 20 miles5 of 9

Offline places worth considering

  • Mortgage brokers and title offices that hand out closing gifts
  • Home inspectors
  • New neighbor welcome groups

Competitors and open space

  • Google Search: Crowded with competitors
  • YouTube: Few or no competitors seen here
  • Instagram: Some competitors here
  • Nextdoor: Some competitors here
  • Email: Some competitors here
  • TikTok: Few or no competitors seen here

Open space: YouTube, Instagram, Nextdoor, Email, TikTok.

Typical for businesses like yours, not measured in your area.

Second-home owners who need someone local they trust

Drawing the platform ranking

Where they spend time onlinePlatforms ranked by how heavily this audience likely uses them, relative to the platform at the top. A rule-based estimate.Model estimateConfidence: four of five. These are estimates.
Where they spend time online: Second-home owners who need someone local they trust
RankPlatformUse
1Google SearchHeaviest use
2EmailHeavy use
3FacebookSome use
4Partner businessesSome use
5NextdoorLight use
When they are easiest to reachReachability by day and time, from 0 (hard to reach) to 9 (easiest). Estimated from typical routines for this audience, not measured.Model estimateConfidence: four of five. These are estimates.
When they are easiest to reach: Second-home owners who need someone local they trust
TimeMondayTuesdayWednesdayThursdayFridaySaturdaySunday
12am to 4am0 of 90 of 90 of 90 of 91 of 92 of 91 of 9
4am to 8am1 of 91 of 91 of 91 of 91 of 93 of 93 of 9
8am to 12pm2 of 92 of 92 of 92 of 93 of 98 of 97 of 9
12pm to 4pm3 of 93 of 93 of 93 of 94 of 99 of 98 of 9
4pm to 8pm4 of 94 of 94 of 95 of 96 of 97 of 96 of 9
8pm to 12am4 of 94 of 94 of 95 of 96 of 95 of 95 of 9
Your service areaEstimated concentration of this audience in rings around your center ZIP code, from 0 to 9. Direction is not estimated: nothing here knows which side of town they live on.Model estimateConfidence: four of five. These are estimates.
Your service area: Second-home owners who need someone local they trust
RingDistanceConcentration
Ring 1Up to 6.7 miles5 of 9
Ring 2Up to 13.3 miles7 of 9
Ring 3Up to 20 miles8 of 9

Offline places worth considering

  • Lake, beach, and homeowner associations
  • Local caretakers and property managers
  • Seasonal events in town

Competitors and open space

  • Google Search: Crowded with competitors
  • Email: Some competitors here
  • Facebook: Some competitors here
  • Partner businesses: Some competitors here
  • Nextdoor: Some competitors here

Open space: Email, Facebook, Partner businesses, Nextdoor.

Typical for businesses like yours, not measured in your area.

03How to reach them

Channels, ranked for your goal

  1. 01
    Google SearchTurn interest into sales. Runs in Google Ads.An afternoon to set up, then a weekly look at which searches brought calls. It pays back when people already need the work done.
  2. 02
    FacebookBuild interest. Runs in Meta Business Suite.A post after each finished job and a quick reply to every comment. Steady, not demanding.You already have an account here, so the plan is to grow it, not start it.
  3. 03
    Google Maps and Business ProfileTurn interest into sales. Runs in Google Business Profile.Low effort once it is set up: a photo from each job and a reply to every review.
  4. 04
    NextdoorBuild interest. Runs in Canva.Low effort. A neighbor recommending you after a job does more than any post you write.
  5. 05
    EmailKeep customers. Runs in Mailchimp.Low effort: one note after each job and a reminder before the busy season. It only reaches people who already hired you.
  6. 06
    Partner businessesReach new people. Runs in HubSpot.A few conversations with the other trades your customers call. Once referrals flow both ways, it costs nothing.

Drawing the effort and return chart

Effort and expected returnEach channel placed by how much work it takes and how much it is likely to return, both on a 1 to 5 scale from uraudience rules.Model estimateConfidence: four of five. These are estimates.
Effort and expected return
ChannelEffortExpected return
Google Search3 of 54 of 5
Facebook2 of 53 of 5
Google Maps and Business Profile1 of 54 of 5
Nextdoor2 of 53 of 5
Email2 of 54 of 5
Partner businesses3 of 54 of 5

By audience

Homeowners with rental units that need heat and air kept running

  1. 01Google SearchFormats: Search ads, Call adsMessage angles: A clear arrival window for a first visit; We schedule with the tenant so you do not have to; Filter changes on a set schedule for every unit
  2. 02FacebookFormats: Photo posts, Short video, EventsMessage angles: A clear arrival window for a first visit; We schedule with the tenant so you do not have to; Filter changes on a set schedule for every unit
  3. 03Partner businessesFormats: Referral cards, Shared offersMessage angles: A clear arrival window for a first visit; We schedule with the tenant so you do not have to; Filter changes on a set schedule for every unit
  4. 04EmailFormats: Short emails, Monthly newsletterMessage angles: A clear arrival window for a first visit; We schedule with the tenant so you do not have to; Filter changes on a set schedule for every unit
  5. 05LinkedInFormats: Text posts, Document carouselsMessage angles: A clear arrival window for a first visit; We schedule with the tenant so you do not have to; Filter changes on a set schedule for every unit
Model estimateConfidence: four of five. These are estimates.

Homeowners with no heat or no cooling right now

  1. 01Google SearchFormats: Search ads, Call adsMessage angles: A clear arrival window for a first visit; A real person answers, even at night; The repair price on paper before any work begins
  2. 02Google Maps and Business ProfileFormats: Profile updates, Photos, Review repliesMessage angles: A clear arrival window for a first visit; A real person answers, even at night; The repair price on paper before any work begins
  3. 03FacebookFormats: Photo posts, Short video, EventsMessage angles: A clear arrival window for a first visit; A real person answers, even at night; The repair price on paper before any work begins
  4. 04NextdoorFormats: Neighborhood posts, RecommendationsMessage angles: A clear arrival window for a first visit; A real person answers, even at night; The repair price on paper before any work begins
  5. 05Text messagesFormats: Reminders, Short offersMessage angles: A clear arrival window for a first visit; A real person answers, even at night; The repair price on paper before any work begins
Model estimateConfidence: four of five. These are estimates.

Homeowners weighing a new furnace, heat pump, or central air

  1. 01Google SearchFormats: Search ads, Call adsMessage angles: A clear arrival window for a first visit; Sized to the house, not guessed; Heat pump or furnace, explained for this climate
  2. 02FacebookFormats: Photo posts, Short video, EventsMessage angles: A clear arrival window for a first visit; Sized to the house, not guessed; Heat pump or furnace, explained for this climate
  3. 03YouTubeFormats: How-to videos, ShortsMessage angles: A clear arrival window for a first visit; Sized to the house, not guessed; Heat pump or furnace, explained for this climate
  4. 04Direct mailFormats: PostcardsMessage angles: A clear arrival window for a first visit; Sized to the house, not guessed; Heat pump or furnace, explained for this climate
  5. 05InstagramFormats: Reels, Carousels, StoriesMessage angles: A clear arrival window for a first visit; Sized to the house, not guessed; Heat pump or furnace, explained for this climate
Model estimateConfidence: four of five. These are estimates.

First-time homeowners learning the house

  1. 01Google SearchFormats: Search ads, Call adsMessage angles: A clear arrival window for a first visit; A first-year checklist for their house; What is normal and what is not
  2. 02InstagramFormats: Reels, Carousels, StoriesMessage angles: A clear arrival window for a first visit; A first-year checklist for their house; What is normal and what is not
  3. 03YouTubeFormats: How-to videos, ShortsMessage angles: A clear arrival window for a first visit; A first-year checklist for their house; What is normal and what is not
  4. 04NextdoorFormats: Neighborhood posts, RecommendationsMessage angles: A clear arrival window for a first visit; A first-year checklist for their house; What is normal and what is not
  5. 05TikTokFormats: Short vertical videoMessage angles: A clear arrival window for a first visit; A first-year checklist for their house; What is normal and what is not
Model estimateConfidence: four of five. These are estimates.

Second-home owners who need someone local they trust

  1. 01Google SearchFormats: Search ads, Call adsMessage angles: A clear arrival window for a first visit; Ready when you arrive; Photo updates while you are away
  2. 02FacebookFormats: Photo posts, Short video, EventsMessage angles: A clear arrival window for a first visit; Ready when you arrive; Photo updates while you are away
  3. 03Partner businessesFormats: Referral cards, Shared offersMessage angles: A clear arrival window for a first visit; Ready when you arrive; Photo updates while you are away
  4. 04NextdoorFormats: Neighborhood posts, RecommendationsMessage angles: A clear arrival window for a first visit; Ready when you arrive; Photo updates while you are away
  5. 05EmailFormats: Short emails, Monthly newsletterMessage angles: A clear arrival window for a first visit; Ready when you arrive; Photo updates while you are away
Model estimateConfidence: four of five. These are estimates.
  • Google Search51 to 78%$320 to $1,300
  • Facebook12 to 19%$78 to $320
  • Nextdoor6 to 10%$40 to $170
  • YouTube5 to 8%$31 to $130
  • Instagram4 to 7%$26 to $110
Budget splitA suggested split of your monthly budget across channels, with the dollar range for your budget band. A starting point to test, not a quote.Model estimateConfidence: four of five. These are estimates.
Budget split
ChannelShare and amount a month
Google Search51 to 78%$320 to $1,300
Facebook12 to 19%$78 to $320
Nextdoor6 to 10%$40 to $170
YouTube5 to 8%$31 to $130
Instagram4 to 7%$26 to $110

Your first ten actions

In order. Each one is small enough to finish in a sitting.

01Draft one small search campaign for furnace and AC repair

Someone typing furnace repair at night wants a technician today, so run the ads only during hours your phone is answered.

Runs in Google Ads. Written for homeowners with no heat or no cooling right now.

02Write a first-job offer with a clear end date

A reason to try you now, stated plainly, gives landlords with rental units a push without discounting your regular price.

Runs in Canva. Written for homeowners with rental units that need heat and air kept running.

03Set up an auto-reply that gives no-heat callers a callback time

On a cold night, landlords with rental units go down the list until someone answers. An honest window keeps them from moving on.

Runs in HubSpot. Written for homeowners with rental units that need heat and air kept running.

04Shoot a set of real photos on your next three jobs

Every channel in this plan needs images. Real ones make landlords with rental units stop scrolling; stock photos do the opposite.

Runs in Canva. Written for homeowners with rental units that need heat and air kept running.

05Run a small Facebook ad to people inside your service area

A tight radius and a real photo is a cheap way to put your name in front of homeowners planning a system replacement.

Runs in Meta Business Suite. Written for homeowners weighing a new furnace, heat pump, or central air.

06Set up tracking links for each channel in this plan

So you can tell which channel brings booked service calls, not just clicks, before you spend more.

Runs in Google Analytics. Written for homeowners with rental units that need heat and air kept running.

07Make your name, phone, and hours match everywhere you are listed

Mismatched listings cost trust and search ranking. It is an afternoon of checking.

Runs in Google Business Profile. Written for homeowners with rental units that need heat and air kept running.

08Answer the questions customers ask most, in writing

Put the answers where landlords with rental units look before calling: your profile or website. It saves you phone time too.

Runs in Google Business Profile. Written for homeowners with rental units that need heat and air kept running.

09Post a neighborly introduction on Nextdoor

Neighbors recommend people they have heard of. Say who you are and what you do, without a hard sell.

Runs in Canva. Written for homeowners with no heat or no cooling right now.

10Finish your Google Business Profile: service area, hours, and photos of real jobs

Most people who need a service call look at the map listing before calling. A complete profile is how homeowners with a system down choose between you and the next name.

Runs in Google Business Profile. Written for homeowners with no heat or no cooling right now.

04Content that serves more than one group

Post it the week the problem shows up for both groups

Serves homeowners with rental units that need heat and air kept running and homeowners weighing a new furnace, heat pump, or central air

Email, short email: A reminder to book a fall tune-up, with two things to check at home first: the filter and the thermostat batteries.

Primary version
For landlords with rental units, lead with what they care about most: "keep tenants warm so a small call does not become a big complaint".
Adjacent version
For homeowners planning a system replacement, keep the same image and format, and rewrite the first line around "lower energy bills without giving up comfort".

Same short email; only the opening line changes for homeowners planning a system replacement.

One photo of finished work, two captions

Serves homeowners with rental units that need heat and air kept running and second-home owners who need someone local they trust

Email, short email: A note a few weeks before your busy season, with the dates that fill first and one link to book.

Primary version
For landlords with rental units, lead with what they care about most: "keep tenants warm so a small call does not become a big complaint".
Adjacent version
For seasonal owners, keep the same image and format, and rewrite the first line around "arrive to a place that is ready".

Same short email; only the opening line changes for seasonal owners.

Post it the week the problem shows up for both groups

Serves homeowners weighing a new furnace, heat pump, or central air and second-home owners who need someone local they trust

Facebook, short video: A technician holds a year-old filter next to a new one and explains what the blower has been pulling through the house.

Primary version
For homeowners planning a system replacement, lead with what they care about most: "lower energy bills without giving up comfort".
Adjacent version
For seasonal owners, keep the same image and format, and rewrite the first line around "arrive to a place that is ready".

Same short video; only the opening line changes for seasonal owners.

Model estimateConfidence: four of five. These are estimates.

05Brand recognition kit

Name and tagline

Northgate Heating & Cooling

Heating and cooling for homeowners in three towns north of the city.

A tagline says what you do and for whom. It goes on the vehicles, the yard signs, and under your name on every profile.

Slogans to try

  • Comfortable at home, every season.

    It covers heating and cooling in one line and promises nothing a crew cannot deliver. It speaks to landlords with rental units.

    Lands with homeowners with rental units that need heat and air kept running.

  • We answer when the heat quits.

    Answering first is what wins a no-heat call, and this line says so plainly. It speaks to homeowners with a system down.

    Lands with homeowners with no heat or no cooling right now.

  • Done right, and explained.

    It speaks to the worry about being taken advantage of, not to price. It speaks to homeowners planning a system replacement.

    Lands with homeowners weighing a new furnace, heat pump, or central air.

Model estimateConfidence: four of five. These are estimates.

Name and handle check

  • Facebook, NorthgateHeatingCooling: Matches. Your Facebook handle matches your full name, so a search for the name finds it.

Logo use

Profile pictures on Instagram, Facebook, and YouTube
Use the same mark that is on your vehicles and shirts, so a post connects with the crew people saw in the driveway.
Vertical video
Keep the logo small in a top corner and let the finished work fill the frame; the job is the advertisement.
Printed pieces
Keep the wordmark at least an inch wide on door hangers and postcards, and match the lettering on your vehicles.
Map listing photos
Lead with a photo of a finished job or your marked vehicle; a logo file on its own says nothing about the work.
Email header
Keep the logo small at the top, and put a photo of a recent job right under it.
Vehicles, job signs, and shirts
These are seen more than any ad. Use the same logo, colors, and phone number on all three.
On white
Use the full-color version on white, and check that thin lines do not disappear.
On black or dark photos
Use a one-color light version on black or dark photos. If your colors vanish on dark, do not force them.
  • Smallest size on screen: 32 pixels tall.
  • Clear space on every side: 10 percent of the logo width.
  • Vertical video: Top left, clear of captions.
  • Profile picture: Symbol only, centered.
How often your name, logo, and slogan should appearTouches per week over thirteen weeks, worked out from this plan. A rule-based schedule, not a measurement.Model estimateConfidence: four of five. These are estimates.
How often your name, logo, and slogan should appear
AssetWeek 1Week 2Week 3Week 4Week 5Week 6Week 7Week 8Week 9Week 10Week 11Week 12Week 13
Name2244444444443
Logo2244444444443
Slogan1122222222222
Tagline1000100010001

The same name, applied two ways

Inconsistent: a different style every time

Northgate Heating & Cooling

northgate heating & cooling

Northgate

Consistent: one style, every time

Northgate Heating & Cooling

Northgate Heating & Cooling

Northgate Heating & Cooling

06Content planner

Facebook

Plain and local. Post finished jobs with the town named, and answer questions the same day.

  • Feed image, 4:5
  • Short video, 9:16
  • This filter has been in all year.A technician holds a year-old filter next to a new one and explains what the blower has been pulling through the house.Short video. Week 1. Written for homeowners weighing a new furnace, heat pump, or central air.Also serves second-home owners who need someone local they trust.
  • Heat pump or furnace?Slides comparing the two for a house in your area: how each one heats, how winter feels, and what the install involves.Carousel. Week 5. Written for second-home owners who need someone local they trust.
  • Heat back on by dinner.A photo from a no-heat call nearby, the part that failed, and the neighborhood named, posted the same day.Photo post. Week 9. Written for homeowners weighing a new furnace, heat pump, or central air.

Google Maps and Business Profile

Complete and current. Hours, photos, services, and a reply to every review.

  • Business Profile post, up to 1,500 characters
  • Photo, 4:3
  • Recent workPhotos of a furnace filter after a year of use, with a one-line caption each.Business Profile post. Week 2. Written for homeowners with no heat or no cooling right now.
  • A question we hear on every jobThe question people ask most about a heat pump install from start to finish, with a plain answer.Business Profile post. Week 6. Written for homeowners with rental units that need heat and air kept running.
  • A closer lookPhotos of the inside of an outdoor unit before and after a cleaning, each with a one-line caption.Business Profile post. Week 10. Written for homeowners with no heat or no cooling right now.

Nextdoor

Neighborly. Mention the streets you worked on this month, never a sales pitch.

  • Neighborhood post
  • Business page
  • Just finished nearbyShare what a tune-up actually checks from a job nearby, with the street left out and your name signed at the bottom.Neighborhood post. Week 3. Written for homeowners with no heat or no cooling right now.
  • Worth checking this seasonOne thing neighbors can check at home this season, signed with your name.Neighborhood post. Week 7. Written for first-time homeowners learning the house.
  • Something we are proud ofA photo of a thermostat set up to save money overnight, signed with your name and how to reach you.Neighborhood post. Week 11. Written for homeowners with no heat or no cooling right now.

Email

Short and practical. One reminder or tip about the system, and your phone number in the signature.

  • Newsletter
  • Short plain-text email
  • Before the first cold nightA reminder to book a fall tune-up, with two things to check at home first: the filter and the thermostat batteries.Short email. Week 4. Written for homeowners with rental units that need heat and air kept running.Also serves homeowners weighing a new furnace, heat pump, or central air.
  • One thing to check this monthOne thing a customer can check themselves this month, and when it is worth calling you.Short email. Week 8. Written for second-home owners who need someone local they trust.
  • Before the busy seasonA note a few weeks before your busy season, with the dates that fill first and one link to book.Short email. Week 12. Written for homeowners with rental units that need heat and air kept running.Also serves second-home owners who need someone local they trust.
Content calendarWhat goes out where, week by week, over thirteen weeks.Model estimateConfidence: four of five. These are estimates.
Content calendar
PlatformWeekFormat
Facebook1Short video
Facebook5Carousel
Facebook9Photo post
Google Maps and Business Profile2Business Profile post
Google Maps and Business Profile6Business Profile post
Google Maps and Business Profile10Business Profile post
Nextdoor3Neighborhood post
Nextdoor7Neighborhood post
Nextdoor11Neighborhood post
Email4Short email
Email8Short email
Email12Short email

07Ad timing and placement

Recommended launch window

Weeks 3 to 5 of your plan

Weeks one and two go to your listing, photos of finished work, and a few reviews, so the first ads land on something people trust. For heating and cooling, demand peaks around the first cold snap of fall and the first heat wave of summer; line the window up with that when you can.

Weekly timing

Between 8am and midnight, landlords with rental units are easiest to reach on Mondays, 8am to 12pm. Start ads and posts then, and keep the quiet times on the grid light.

Model estimateConfidence: four of five. These are estimates.

Seasonal timing

  • Push furnace tune-ups in early fall, before the first cold night floods the phones.
  • Switch to air conditioning checks in late spring, while there is still room on the schedule.
  • During a cold snap or heat wave, keep ads running only if someone can actually answer the calls.

Where to place ads

  • Google Search: Search ads on the words people type when the heat or air conditioning stops working, inside your service areaPay per click. Cost level: High. Typical cost level for small accounts. A rule of thumb, not a quote.
  • Facebook: Feed ads shown within your service area, with a real photo of finished workPay per thousand views. Cost level: Medium.
  • Nextdoor: Local sponsored posts in the neighborhoods around your recent jobsPay per thousand views. Cost level: Low.
  • Instagram: Reels ads that open on finished work, shown inside your service areaPay per thousand views. Cost level: Medium.

Pacing: test, then scale

Dollar amounts are for your budget band, over a month.

  1. TestWeeks 3 and 4$100 to $400Model estimateRun two versions of one ad. Keep the one with the lower cost per booked service call. Check it after one week.
  2. Scale in small stepsWeeks 5 to 10$300 to $1,200Model estimateRaise spend on the winner a little at a time, and only while the cost per booked service call holds.
  3. HoldWeeks 11 to 13$100 to $400Model estimatePause any ad whose booked service calls cost more than they bring in. Keep the rest steady and review once a month.

Before you spend money

  • A spending cap is set on every ad account, and you know the most you are willing to lose while testing.
  • Every call and quote request is logged with where they heard of you, so you can count booked service calls per ad.
  • Google Ads has negative keywords for jobs you do not take and for towns outside your area.
  • The Meta pixel or Conversions API records calls and quote requests from the page your Facebook ads point to.
  • Instagram ads point to a page with photos of finished jobs and a way to ask for a quote.
  • Each channel has its own daily limit, so one of them cannot use up the month in a week.
  • Your first-job offer is one sentence with an end date, and everyone who answers the phone knows it.
  • The ad radius matches how far you will actually travel for a job.
  • Someone can answer the phone after hours in peak season, because a no-heat call goes to whoever picks up.

08Keeping and winning back customers

Winning new customers

01Ask two nearby businesses to swap referrals

Businesses that serve landlords with rental units already have their trust. A simple swap costs nothing.

Runs in HubSpot.

02Post one before and after from a real job

Showing the result is more convincing to first-time homeowners than any description of it.

Runs in Meta Business Suite.

03Film one short video of a problem you found on a job, then the fix

Open with the problem in the first second. First-time homeowners scroll fast and stop for something they recognize.

Runs in Buffer.

Keeping current customers

01Set up a simple thank-you for customers who hire you a second time

A small, clear reward gives landlords with rental units a reason to choose you again instead of the closest option.

Runs in Square.

02Tag past customers by the job you did and the year you did it

Then a reminder can say it is time to check the system, instead of the same note to everyone.

Runs in HubSpot.

03Send a thank-you after every install with the warranty registration steps

New equipment comes with paperwork landlords with rental units rarely finish. Handling it for them gives them a reason to call you next time.

Runs in Mailchimp.

Win-back sequence for lapsed customers

  1. EmailWhen they lapseA personal note from Northgate Heating & Cooling that names what they had done last and what is new since their last tune-up. Send it once about a year has gone by with no word from them.
  2. Email14 days after they lapseA reminder that it may be time for a check, with a link to book a visit.
  3. Direct mail30 days after they lapseA postcard with a returning-customer offer and an end date.
  4. Email60 days after they lapseOne question: what made you stop? Thank everyone who answers, and fix what you can.

When to ask, thank, and remind

Right after the first purchase
Thank them, say what to expect next, and give them a direct way to reach a person.
When the next round comes due
A reminder timed to how often they usually need you, naming what they had done last time.
On the way out after the job
Leave a card with the date of the work and what to watch for, so they call you and not the next name.
Before each heating and cooling season
Book the tune-up for them, name their equipment, and mention anything you noted on the last visit.