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Running Your Home Performance Business

Marketing & New Customer Acquisition for Home Performance Contractors in the IRA Era

Wednesday, April 10, 2024
10:00 AM – 11:00 AM  
Location: Room M100 F (Mezzanine Level)
CEU Type(s): BPI, InterNACHI, NARI
This panel will draw on several contractors’ recent experience marketing to customers after partial rollout of the Inflation Reduction Act. How impactful are the tax credits and rebates in the minds of homeowners? What messaging around the IRA is most effective for new customer acquisition? What unexpected wrinkles have developed? What are state-by-state implications? We’ll discuss various marketing channels in general (including e-mail, direct mail, SEO/SEM, field marketing, radio, TV, and networking and referrals), relevant metrics, and the best uses we’ve found for our marketing dollars. We’ll use real-world examples of creative treatments and marketing techniques to help contractors, both small and large, successfully fuel the growth of their businesses.

Learning Objectives:

By attending this session, attendees will:
  • Hear real-world examples of successful (and unsuccessful) marketing leveraging the Inflation Reduction Act
  • Learn about what metrics and spend other contractors use to benchmark the success of their marketing
  • Come away with at least one new idea to improve their new customer acquisition efforts