Gaining subscriptions?

[G. Lasagne]

Hi everyone

I run a heating company who offers boiler cover, we’ve spent a lot of money on the systems, online checkout , bespoke portals and such like. The problem we’re having is getting sign ups/subscribers.
At the minute our CPA is very low as we’re just selling it to existing customers we have weekly sales targets. We currently have about 300 subscribers but that’s at a rate of 10-15 sign ups a week we want 3000 to make it really viable. We’ve been actively selling it for about 6 months at the current rate it will take 5 years to get to our target. Plus the leads (customers not on a plan) is getting less and less as a lot are already on a plan.
I would love any help on marketing this and gaining more plan customers. AdWords didn’t work well I assume this is because we’re relatively unknown so the leads are cold and as they’ve never heard of us probably they would prefer British gas or similar. It’s easy when selling to existing customers as they know and trust us.

we have 3 plans

Plan A (no brainer) service only £5 per month so you pay £60 per year instead of £70 and you get your initial service half price you also get 10% off any other services, this is ouR “foot in the door”
We remarket through email consistently and our systems allow customers to upgrade at a touch of a button.

plan B - boiler cover

plan C - boiler and central heating cover

Any help would be massively appreciated it’s becoming quite a hard slog

 

[Mr D]

What is your target market?

People living in xx area who don't currently have any cover? Or something else?

Do you know where those customers are? Do you know what they are looking for?

How are you marketing the service besides to existing customers?

 

[G. Lasagne]

What is your target market?

People living in xx area who don't currently have any cover? Or something else?

Do you know where those customers are? Do you know what they are looking for?

How are you marketing the service besides to existing customers?

Thanks for your reply, were targeting homeowners and we’ve had a buyer persona carried out, customers in the NE postcode

 

[AllUpHere]

What do you mean you've had a buyer persona carried out? What did it tell you? Who did it?

Edit.
What page are you sending Adwords traffic to? I've just looked at the boiler cover page on the site in your signature and its designed as if you don't even want people to sign up.

 

[fisicx]

When you asked for a review (age ago) loads of people pointed out the many problems with the site.

Can’t tell if you have changed anything but on my phone (which is what most people will be using) it’s still pretty dire. As @AllUpHere says, what are you using as a landing page? None of the ones I’ve looked at are conducive to getting a subscription.

 

[G. Lasagne]

Can you expand a little further please?

 

[AllUpHere]

Can you expand a little further please?

Expand on what? We've both asked you questions.

 

[G. Lasagne]

As in How are the pages not good landing pages? I wasn’t actually after any advice on the website or AdWords, we’ve got some good people for that sort of thing it’s more the marketing side, we’ve got a coder Who’s designed the systems and a web bloke. I’ve learnt not to use this forum for that I’ve been burnt a few times from members who talk as though they’re Bill Gates, but end up being as useful as Gareth Gates, but thanks anyway, it was more places to advertise etc, offline and online

 

[MBE2017]

I think G.Lasagne that these members are trying to put the point across that whilst marketing is a good idea, without a decent landing conversion page you will not see any sales results, which is the ultimate aim?

 

[G. Lasagne]

I can’t think what improvements to the landing page could be made without testing, I understand if we were using AdWords but we aren’t the CPA is too high even with the best landing page as we don’t have the trust that the likes of British gas have, that’s why selling to customers has proving to be the best so far because we already have a relationship with them. We are planning on trying facebook ads though we can build a better relationship as apposed to few lines of text on a google search page. Thanks for your reply

 

[MBE2017]

I can’t think what improvements to the landing page could be made without testing, I understand if we were using AdWords but we aren’t the CPA is too high even with the best landing page as we don’t have the trust that the likes of British gas have, that’s why selling to customers has proving to be the best so far because we already have a relationship with them. We are planning on trying facebook ads though we can build a better relationship as apposed to few lines of text on a google search page. Thanks for your reply

I’m not a web expert, but have a lifetimes sales experience, and have sold boiler cover as well. I only looked at your annual service package, as an example, it is a great offer btw.

Personally I would, in your position be looking for a call to action, a reason for the client to buy, there and then, not leave your website and maybe return later, most never will. I would state full price £60pa service, then cross it out and have special offer for new clients, annual cover just £35pa if cover taken out today or for the next 100 clients, or whilst sale is on etc. from your local company, guaranteed 24hr call out etc.

Hopefully you get the idea. You need to slam the offer in their face sometimes for people to realise it’s a good offer. Your service onlyis a very good offer, let them know it.

 

[G. Lasagne]

I’m not a web expert, but have a lifetimes sales experience, and have sold boiler cover as well. I only looked at your annual service package, as an example, it is a great offer btw.

Personally I would, in your position be looking for a call to action, a reason for the client to buy, there and then, not leave your website and maybe return later, most never will. I would state full price £60pa service, then cross it out and have special offer for new clients, annual cover just £35pa if cover taken out today or for the next 100 clients, or whilst sale is on etc. from your local company, guaranteed 24hr call out etc.

Hopefully you get the idea. You need to slam the offer in their face sometimes for people to realise it’s a good offer. Your service onlyis a very good offer, let them know it.

Thanks that’s great advice. Who did you sell boiler cover for and how did you sell it?

 

[MBE2017]

Thanks that’s great advice. Who did you sell boiler cover for and how did you sell it?

Several large companies, I used to have approx 350 lads working door to door converting gas and electric clients(domestic) and this was a little extra earner for them. Talking direct to people, not clients, soon teaches you to get to the point, you normally get 5/30 seconds if you are lucky to make your sale.

Selling via the web is similar, it’s a very crowded space, so you need to sell better than the others to stand much of a chance.

 

[G. Lasagne]

Several large companies, I used to have approx 350 lads working door to door converting gas and electric clients(domestic) and this was a little extra earner for them. Talking direct to people, not clients, soon teaches you to get to the point, you normally get 5/30 seconds if you are lucky to make your sale.

Selling via the web is similar, it’s a very crowded space, so you need to sell better than the others to stand much of a chance.

makes sense. So what sales methods are you using now GDPR has but a stop to door to door. My dad was a door to door salesman and he never made so much money. Good times for sales

 

[MBE2017]

I am out of the B2c door selling industry atm, but not sure what you refer to regarding GDPR putting a stop to this method, can you explain?

https://www.gov.uk/doorstep-selling-regulations

 

[G. Lasagne]

I am out of the B2c door selling industry atm, but not sure what you refer to regarding GDPR putting a stop to this method, can you explain?

https://www.gov.uk/doorstep-selling-regulations

Oh I thought you couldn’t so door to door anymore

 

[Stedurham]

Thanks for your reply, were targeting homeowners and we’ve had a buyer persona carried out, customers in the NE postcode

think 0800 repair are in ne and have it well covered including doing work for bg an all the energy companies. ever thought of targeting the energy companies?

 

[fisicx]

As in How are the pages not good landing pages? I wasn’t actually after any advice on the website or AdWords, we’ve got some good people for that sort of thing it’s more the marketing side, we’ve got a coder Who’s designed the systems and a web bloke. I’ve learnt not to use this forum for that I’ve been burnt a few times from members who talk as though they’re Bill Gates, but end up being as useful as Gareth Gates, but thanks anyway, it was more places to advertise etc, offline and online

Why aren’t you asking all these people? If the site was that good and the marketeer knew their stuff you would be ranking #1 and getting loads of leads and not need to ask questions here.

If you want more subscriptions you need to fix the landing page.

 

[intheTRADE]

To be honest, 10-15 sign-ups in here in the North East (I live in NE9) is pretty good going for a start.

Lots of things to take into consideration.

Firstly the NE postcode area is one of the most occupied by private renters who do not have a say over boiler cover. Have you targeted the private landlords instead of the tenants? You can request a full list of private landlords from www.whatdotheyknow.com

Secondly, as someone has said, 0800 have a huge foothold in this market. It will take some doing and huge spending to challenge them

Thirdly, HomeServe are becoming more prominent in the North East. HomeServe now own Checkatrade who you are a member of. I know from working with Checkatrade, guess where the data goes after your calls you get through the platform on the virtual number and virtual email they now make you have? That's right, HomeServe! who then have their call centre teams targeting YOUR customers after breakdowns etc - so your membership may pick you up some quick work but it's doing your business no favours long term

Fourth, the NE postcode is a relatively small area. Have you tried also targeting SR, DH, TS & DL postcodes to up your numbers?

 

[UKSBD]

I think the site is great

A few things though

Are you trying to get leads or an instant sale?

There seems to be a middle step missing, it looks like it goes from a little bit of info (designed to get an initial lead) straight to a checkout system, without a middle stage explaining more about what you receive.

I'm all for having no small print, but do you really need to make the "Things NOT included are" so blatant and off-putting?

The £0 or £60 call out fee thing is off-putting

The breakdown cover doesn't tell me you will send a guy round within 48 hours if my boiler breaks down, that's the only reason why I would take out cover

I'm not interested in a landlord safety check (why not have separate checkouts?)

 

[G. Lasagne]

To be honest, 10-15 sign-ups in here in the North East (I live in NE9) is pretty good going for a start.

Lots of things to take into consideration.

Firstly the NE postcode area is one of the most occupied by private renters who do not have a say over boiler cover. Have you targeted the private landlords instead of the tenants? You can request a full list of private landlords from www.whatdotheyknow.com

Secondly, as someone has said, 0800 have a huge foothold in this market. It will take some doing and huge spending to challenge them

Thirdly, HomeServe are becoming more prominent in the North East. HomeServe now own Checkatrade who you are a member of. I know from working with Checkatrade, guess where the data goes after your calls you get through the platform on the virtual number and virtual email they now make you have? That's right, HomeServe! who then have their call centre teams targeting YOUR customers after breakdowns etc - so your membership may pick you up some quick work but it's doing your business no favours long term

Fourth, the NE postcode is a relatively small area. Have you tried also targeting SR, DH, TS & DL postcodes to up your numbers?

This is great advice thanks for taking the time
To reply. We do cover SR and DH and will
Eventually need to cover the entire North East to get the numbers and you’re spot on about Homeserve. That’s why converting existing customers in to cover plans has been the best route and adwords hasn’t until
We get that reputation. I know the owner of 0800 his main business is eco boilers for N power I don’t actually know of anyone on an 0800 plan. But regardless the completion is ridiculous, with BG and the energy companies but we’re hoping the local
Company feel might appeal to people over a national
company. Thanks again

 

[G. Lasagne]

I think the site is great

A few things though

Are you trying to get leads or an instant sale?

There seems to be a middle step missing, it looks like it goes from a little bit of info (designed to get an initial lead) straight to a checkout system, without a middle stage explaining more about what you receive.

I'm all for having no small print, but do you really need to make the "Things NOT included are" so blatant and off-putting?

The £0 or £60 call out fee thing is off-putting

The breakdown cover doesn't tell me you will send a guy round within 48 hours if my boiler breaks down, that's the only reason why I would take out cover

I'm not interested in a landlord safety check (why not have separate checkouts?)

Thanks for the reply mate. We’re only 6 months in so learning all the time, the separate checkout for landlords etc is being built but it’s all really expansive the coder guy has had to get it all to work with go cardless it’s quite impressive what he’s built but every change is 2-3k there’s loads we need to do but it’s budget depending so we’re prioritising a CMS and things like that. The advice on the landing page it makes sense it sometimes needs a new set of eyes. But the home page says “tell me more” then takes you to a page for the plan that says “get covered”

 

[Mr D]

While well outside your area, I'd be interested in how quick you can get someone out and what the charge is.
British Gas can be annoying - but same day for an engineer (a Sunday) - he needed a part so was back at 9am Monday. Problem fixed 24 hours after being noticed.

While that may be hard to compete with - its not actually their standard. That's their priority service. Their standard service is something a small business could beat - if its cost effective for you.

 

[G. Lasagne]

While well outside your area, I'd be interested in how quick you can get someone out and what the charge is.
British Gas can be annoying - but same day for an engineer (a Sunday) - he needed a part so was back at 9am Monday. Problem fixed 24 hours after being noticed.

While that may be hard to compete with - its not actually their standard. That's their priority service. Their standard service is something a small business could beat - if its cost effective for you.

we get out within 24 hours guaranteed normally the same day 365 days a year for all customers, it’s not bad when we have 300 but as the numbers increase it becomes more difficult

 

[UKSBD]

we get out within 24 hours guaranteed normally the same day 365 days a year

Why isn't that the headline and main selling point?

Edit to add: Or even mentioned

 

[The Byre]

Given that you are just starting this scheme, I think you've done OK. Remember the lines by H Belloc "Oh beware the ketchup bottle! First nothing comes and then a lot'll!"

Early days!

I’ve been burnt a few times from members who talk as though they’re Bill Gates, but end up being as useful as Gareth Gates, but thanks anyway, it was more places to advertise etc, offline and online

I do sympathise - there are many bedroom warriors online everywhere and here is no exception.

But I shall be constructive - I looked at your website and it's OK bar a few niggles when using a phone - e.g. the menu button causes the site to be covered by the menu and scrolling causes a second skin to cover the menu. They only go away when the little X is touched.

The main problem is the copy - not enough and too self-indulgent. This is a mistake that we all make. We bang on about ourselves and our products and how motivated/clean/exciting/fantastic/cheap/high-quality/you bloody name it, we are and we all fail at some point to talk about the customer and what the customer wants and/or needs!

I assume that you have been direct-mailing the prospects and they have been putting your letters in file 13. There is always a reason for that and the reason is ALWAYS bad copy!

I did a video on writing copy and I shall do another, simply because the standard of copy on nearly all websites and emails and letters is bad and getting worse! Nobody will sell anything if every call to buy is dreadful and insulting!

To that end, I shall recommend three books -

1. How to Write Sales Letters (and emails) that Sell! Drayton Bird. £25.
2. Ogilvy on Advertising. David Ogilvy. £15.
3. Making Ads Pay! John Caples. c.a. £8.

Drayton Bird is probably the best known and most successful writer of ad copy alive today.
Ogilvy is the God of modern advertising. He ruled the ad-world in the 60s and 70s.
Caples is a nuts-n-bolts ad-man of the old school and I just love his book.

I have all three and I keep all three on my desk at all times! That's how good those books are!

Bird gives the reader a step-by-step masterclass in how to not just structure a letter or email, but how to structure a sale. £25 seems like a lot until you realise that each and every page could earn you multiples of that sum. He writes common sense and it is an easy read if rather long at over 300 pages.

Ogilvy - what can I say? Dove soap was just a bar of soap until he made it a beauty product range. VW cars - remember all those ground-breaking ads for the Beetle (Think Small!) in the 60s and 70s? The loudest noise in a Rolls Royce is the clock. The Marlboro Man. Schhhh . . . you know who! The WWF panda logo and campaign. I could go on and on and . . . well, you get the idea!

Caples wrote the most famous direct mail ad letter ever. It ran for decades totally unaltered. When some idiot marketing manager who thought he know better canceled it, sales simply stopped. That letter is mentioned and even shown in EVERY book I have seen about advertising (inc. Bird's and Ogilvy's). It made the fortunes of the US School of Music and is just the best 'story' ad ever!

They Laughed When I Sat Down At the Piano - But When I Started to Play . . .

I leave you with one of Ogilvy's creations -

 

[Paul Carmen]

As several people have said, elements of the site are good and so are elements of what you've done so far, but the targeting, copy and call to action needs improving on site, ideally as part of a whole end to end marketing plan.

Targeting your existing customers is difficult, as talking to them in person or by email is likely to be the best option, as you already should have a good relationship. If they've not signed up for the cover, you may need to make changes to sign them up, as repeating the same process over and over again is the definition of madness. Retargeting, whether via Facebook or Google is OK, but if you've not hooked them by email or PPC already, why is Facebook likely to be any better?

You say your web guy and PPC team are good, but their work should be part of a joined up marketing plan, along with copy, content and offers, plus keyword and audience targeting with everything measured (clicks, form fills, orders, phone calls etc.) and tested properly (keywords, landing pages, A/B ads tests etc.). That is the key to successful campaigns.

Looking at your competition they seem to make PPC work, you need to understand the reasons it didn't for you; strong competition isn't a reason something doesn't work, it's indicative of another problem. This could be anything from poor ads, keyword targeting, or it could be that your offer isn't compelling enough against the competition.

Ask yourself some searching questions and carry out market research, what do the competition offer, why would a customer choose you and your service, what's your unique USP?

You already have some good trust signals; e.g. great reviews, you should be making more of this in adverts and on the website. Find out what you need to be compelling, this could be your local 24 hour service as this is a great selling point, or it may need to be something different. You also need to work out what customers to target (age, affluence, where are they looking, what do they search for) and with what offer; e.g. the landlord and home cover are not related and should be separate offers and targeted via different campaigns.

 

[Mr D]

we get out within 24 hours guaranteed normally the same day 365 days a year for all customers, it’s not bad when we have 300 but as the numbers increase it becomes more difficult

Be shouting that from the rooftops - its a decent selling point.

Or even as 'Callout within xxx hours, often within 24 hours' - still beat British Gas for its non priority customers.
Last time I used their website (I book by phone) the first date was a Thursday. Heating went Sunday morning.
Really not great in winter.

 

[The Byre]

Be shouting that from the rooftops - its a decent selling point.

Great point!

"We are not a giant company like British Gas, so we have to be better!"

 

[G. Lasagne]

Thanks so much to everyone we’ve got some great advice and an even longer to-do list

 

[Lucan Unlordly]

I leave you with one of Ogilvy's creations -

Absolute genius

PS: Identical to my first car as well, a 67 Beetle.

 

[UKSBD]

You don't want to just imply you provide 'Callout within 24 hours' as standard, that wants to be the enticer for subscribing (assuming the goal is getting more subscriptions).

I.e
subscribers receive preferential treatment.

I would call it a membership scheme rather than just a subscription scheme.
Gas Angel members get preferential treatment over non members.

 

[The Byre]

I found the complete text to that piano ad - it was written in 1926 and has never been bettered. It also shows that long copy sells! Stories sell. Emotions sell. Time-limited special offers sell!

They All Laughed When I Sat Down At The Piano … But When I Started To Play!
“Can he really play?” a girl whispered. “Heavens no!” Arthur exclaimed. “He never played a note in his life.”

Arthur had just played “The Rosary”. The room rang with applause. I decided that this would be a dramatic moment for me to make my debut. To the amazement of all my friends, I strode confidently over to the piano and sat down.

“Jack is up to his old tricks,” somebody chuckled. The crowd laughed. They were certain I couldn’t play a single note.

“Can he really play?” I heard a girl whisper to Arthur.

“Heavens, no!” Arthur exclaimed. “He never played a note in all his life… But just you watch him. This is going to be good.”

I decided to make the most of the situation. With mock dignity, I drew out a silk handkerchief and lightly dusted off the piano keys. Then I rose and gave the revolving piano stool a quarter of a turn, just as I had seen an imitator of Paderewski do in a vaudeville sketch.

“What do you think of his execution?” called a voice from the rear.

“We’re in favor of it!” came back the answer, and the crowd rocked with laughter.

Then I Started To Play

Instantly, a tense silence fell on the guests. The laughter died on their lips as if by magic. I played through the first few bars of Beethoven’s immortal Moonlight Sonata. I heard gasps of amazement. My friends sat breathless – spellbound!

I played on and as I played I forgot the people around me. I forgot the hour, the place, the breathless listeners. The little world I lived in seemed to fade – seemed to grow dim – unreal. Only the music was real. Only the music and visions it brought me. Visions as beautiful and as changing as the windblown clouds and drifting moonlight that long ago inspired the master composer. It seemed as if the master musician was speaking to me – speaking through the medium of music — not in words but chords. Not in sentences but in exquisite melodies!

A Complete Triumph!
As the last notes of the Moonlight Sonata died away, the room resounded with a sudden roar of applause. I found myself surrounded by excited faces. How my friends carried on! Men shook my hand –wildly congratulated me – pounded me on the back in their enthusiasm! Everybody was exclaiming with delight – plying me with rapid questions… “Jack! Why didn’t you tell us you could play like that?” … “Where did you learn?” – “How long have you studied?” – “Who was your teacher?”

“I have never ever seen my teacher,” I replied. “And just a short while ago I couldn’t play a note.”

“Quit your kidding,” laughed Arthur, himself an accomplished pianist. “You’ve been studying for years I can tell.”

“I have been studying only for a short while,” I insisted. “I decided to keep it a secret so that I can surprise all you folks.”

Then I told them the whole story.

“Have you ever heard of the U.S. School of Music?” I asked.

A few of my friends nodded. “That’s a correspondence school isn’t it?” they exclaimed.

“Exactly,” I replied. “They have a new simplified method that can teach you to play any instrument my mail in just a few months. “

How I Learned to Play Without a Teacher
And then I explained for years how I longed to play the piano.

“A few months ago,” I continued, “I saw an interesting ad for the U.S. School of Music – a new method of learning to play which only costs a few cents a day! The ad told how a woman had mastered the piano in her spare time at home – and without a teacher! Best of all, the wonderful new method she used, required no laborious scales – no heartless exercises – no tiresome practicing. It sounded so convincing that I filled out the coupon requesting the Free Demonstration Lesson.

“The free book arrived promptly and I started in that very night to study the Demonstration Lesson. I was amazed to see how easy it was to play this new way. Then I sent for the course.

“When the course arrived I found it was just as the ad said – as easy as ABC. And, as the lessons continued they got easier and easier. Before I knew it I was playing all the pieces I liked best. Nothing stopped me. I could play ballads or classical numbers or jazz, all with equal ease! And I never did have any special talent for music!”

Play Any Instrument
You too can now teach yourself to be an accomplished musician – right at home – in half the usual time. You can’t go wrong with this simple new method which has already shown 350,000 people how to play their favourite instruments. Forget the old fashioned idea that you need special “talent”. Just read the list of instruments in the panel, decide which one you want to play, and the U.S. school will do the rest. And bear in mind no matter which instrument you choose, the cost in each case will be the same – just a few cents a day. No matter whether you are a mere beginner or already a good performer, you will be interested in learning this new and wonderful method.

Send for Our Free Booklet and Demonstration Lesson
Thousands of successful students never dreamed they possessed musical ability until it was revealed to them by a remarkable “Musical Ability Test” which we send entirely without cost with our interesting free booklet. If you are earnest about wanting to play your favourite instrument – if you really want to gain happiness and increase your popularity – send at once for the free booklet and Demonstration Lesson. No cost – no obligation. Right now we are making a Special Offer for a limited number of students. Sign and send the convenient coupon now – before it’s too late to gain the special benefits of this offer. Instruments supplied when needed, cash or credit. U.S. School of Music, 1031 Brunswick Bldg, New York City

 

[MBE2017]

To be honest, 10-15 sign-ups in here in the North East (I live in NE9) is pretty good going for a start.



Firstly the NE postcode area is one of the most occupied by private renters who do not have a say over boiler cover. Have you targeted the private landlords instead of the tenants? You can request a full list of private landlords from www.whatdotheyknow.com


Fourth, the NE postcode is a relatively small area. Have you tried also targeting SR, DH, TS & DL postcodes to up your numbers?

Just to address a simple point, I doubt anyone could class 10/15 sign ups in the NE postcode as pretty good going, or maybe we just have different targets in our minds.

The NE postcode has a population of 1.1 million or more, so at a guess a minimum of 400k houses. Let’s assume at least 300k have boilers, and 10/15 signups starts looking a different outcome IMO.

This is not to have a go at the OP, but even looking at 0.5% penetration, ie 1 in 200 households would give sales of 1500. The problem is not the price, the problems is reaching and selling to these householders.

I have never ever bought boiler cover in my life, but offer it at £35 pa and I would rip your arm off. Twenty years ago I had a contract selling boiler cover in just TS3 postcode nearby, a very poor low dem area of Middlesbrough, most my guys averaged 5 sales per day, knocking door to door. We found a way to get the message across, but back then it cost approx £12 per month.

Best of luck OP, if anything I think you are too cheap IMO. Either way, to offer your own scheme you will need decent numbers to make it worthwhile, but they are achievable once you find the right way to gain and close your sales.

 

[intheTRADE]

Just to address a simple point, I doubt anyone could class 10/15 sign ups in the NE postcode as pretty good going, or maybe we just have different targets in our minds.

The NE postcode has a population of 1.1 million or more, so at a guess a minimum of 400k houses. Let’s assume at least 300k have boilers, and 10/15 signups starts looking a different outcome IMO.

This is not to have a go at the OP, but even looking at 0.5% penetration, ie 1 in 200 households would give sales of 1500. The problem is not the price, the problems is reaching and selling to these householders.

But lets also take into consideration almost 45% of occupied properties in the NE are rental tenants so aren't in a position to be purchasing boiler, hence my suggestions to be targeting private landlords.

Also, with all due respect to the OP, his company is a relatively unknown proposition in comparison to the big players he is competing against such as British Gas, HomeServe, E.On and 0800 so 300 new sign ups in the first 6 months of doing it is pretty good in my opinion.

Now time for him to scale which he is trying to asking for advice in this thread

 

[Stedurham]

This is great advice thanks for taking the time
To reply. We do cover SR and DH and will
Eventually need to cover the entire North East to get the numbers and you’re spot on about Homeserve. That’s why converting existing customers in to cover plans has been the best route and adwords hasn’t until
We get that reputation. I know the owner of 0800 his main business is eco boilers for N power I don’t actually know of anyone on an 0800 plan. But regardless the completion is ridiculous, with BG and the energy companies but we’re hoping the local
Company feel might appeal to people over a national
company. Thanks again

wouldnt worry about 0800 you cant and wont compete with them, not sure their main business is eco boilers for n power though
Go see estate agents they will have hundreds of landlords on the books, some do get the cover as it easier when you have lots of properties i stopped as bill was £250/300 a month for all of them. If you offer agents a cut they will push it and let them do your selling, agents are after any additional income streams. Get in with 10 local letting agents could be thousands of land landlords with thousands plus properties. Most local letting firms have 500 plus properties through landlords

 

[ethical PR]

You need a marketing/PR person with experience in your sector and with your target audience (people in the NE are NOT a marketing persona on which you can base your marketing approach) to help you develop a measurable marketing/PR plan.

You need clear calls to action that help people understand why they should buy from you rather than your established competitors. As a relatively unknown newcomer in your marketplace, people need to know why they should buy from you and you need to gain trust and credibility before people will buy from you.

Why aren't you targeting university halls, rental agencies and landlords?

It's not easy establishing your brand with your big name competitors but you will be much more effective if you start in the right place; by doing your market research and using that to develop a marketing/PR plan which will include looking at your website landing pages, rather than a piecemeal approach.

 

[Stedurham]

Go on the fell there must be 5/6 agents there, get details ring them, most have people but everyones struggling for trades people at min, get in with some cp12s etc and go from there. Most will be doing 10 plus cp12s a week per agent plus all work that goes with it repairs leaks new boilers etc