Work · Midlands Air & Heat · 2025
Getting a trades business off word of mouth alone
Twenty-two years of referrals and a founder about to retire. The next generation needed a way to be found by people who never met him.
- 3.1×
- Inbound calls
- 18
- Videos, all shot on a phone
- 1 hr
- Of their time, per month
The problem
A trades business where every lead came from someone's neighbour, run by people who had no interest in being on camera and no time to be.
What we did
One hour a month, on site, filming the technicians explaining the thing they had just fixed. No scripts. Cut into short, genuinely useful answers to what people type into a search bar at 9pm in August.
What happened
Calls tripled year over year, and the crew now sends me clips unprompted because customers mention the videos on the doorstep.
I told her nobody wants to watch an HVAC guy talk. She was right and I was wrong.