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Air Specialty Heating & Air Conditioning is a family business that has been serving customers since 1976. Randy Mathews started the Norfolk, Virginia-based business and is now owned and operated by Randy’s son, Justin Mathews, who carries on his father’s commitment of delivering 100% customer satisfaction at all times.

  • Main Service Area Heating & Air Conditioning
  • Challenge Out-of-date website; lack of leads
  • Location Norfolk, Virginia
The Challenge: Ramping Up Exposure & Reaching New Customers

The Challenge
Ramping Up Exposure & Reaching New Customers

Air Specialty Heating & Air Conditioning had several marketing challenges. First, they were continually redesigning their website, yet they never felt that their site was completely up to standard.

Second, they were doing an excellent job selling equipment and services to their existing clients, but they wanted to expand their exposure so they could reach more new customers—especially for its Comfort Club, a membership that provides customers with continual maintenance and service.

Air Specialty Heating & Air Conditioning brought Scorpion on board to help them reach their goals.

The Solution
1. Design Overhaul

Air Specialty Heating & Air Conditioning fully redesigned their website, giving it a fresh, clean look and making it compatible with mobile devices.

The Solution: 1. Design Overhaul

The Solution
2. Targeted 
Pay-Per-Click Ads

They launched targeted pay-per-click (PPC) ad campaigns designed to bring in new customers from their surrounding communities.

The Solution: 2. Targeted Pay-Per-Click Ads

The Solution
3. Improved Data Tracking

They enhanced their data tracking through an online dashboard where they could easily track their new leads and even listen to incoming calls for quality assurance.

The Outcome

  • INCREASE IN AVERAGE TICKET VALUE 86%
  • COMFORT CLUB SIGN-UPS 188%
  • ROI IMPROVEMENT 57%

Air Specialty Heating & Air Conditioning’s new marketing efforts paid off with great returns. In the business’ second quarter with Scorpion, they nearly tripled the number of new Comfort Club membership sign-ups over the previous year and increased their average ticket value for maintenance agreement clients by 86%. Additionally, their average ticket value rose 9% for demand service and 8% for equipment sales quarter-over-quarter.

According to Air Specialty's President, Justin Mathews, they had to remodel the back of their office to make more room for sales support because of all the new business coming in.

More Customers & Higher Revenue

Hear from Justin Mathews

"Scorpion is one of the first companies that we used to successfully ramp up our marketing—and it came at a time when we really needed it. We recognized that if people knew about us, they would use us for their heating and air conditioning. Now the goal is for people to know we’re here, and a big part of how we’ve been getting found is through Scorpion. We have been closing 42% of our leads from Scorpion!"

Justin Mathews President, Air Specialty Heating & Air Conditioning, Air Specialty Heating & Air Conditioning
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