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How a $75M HVAC Business Generates Leads Across 7 Locations

📅 November 3, 2026 ⏱️ 32:26 🎤 John Wilson, Corey Creekmore

Chapters

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  • 0:00
    Scaling Branding & Strategy
    The episode opens with a discussion on the challenges and opportunities of scaling branding across multiple locations and the strategic importance of lead generation.
  • 0:37
    Introduction & Background
    Host John Wilson introduces Corey Creekmore, Marketing Director for Cassidy Services Partners, overseeing seven HVAC and plumbing brands, and delves into Corey's background in lead generation and marketing.
  • 5:29
    Branding & On-Site Activations
    Corey explains his focus on branding and 'on-site activations' to stand out in competitive markets like Florida, including events at sports games and local shows to generate leads.
  • 11:21
    Marketing Across Branch Sizes
    Corey compares marketing needs and strategies for branches ranging from $3.5M to $25-30M in revenue, highlighting differences in customer bases and marketing playbooks.
  • 20:29
    Referral Program Success
    A deep dive into the successful implementation of 'Referral Pro' across all seven branches, generating approximately five referrals per branch per day with a tiered incentive structure.
  • 29:53
    Centralization vs. Brand Identity
    The hosts discuss the pros and cons of centralizing operations and branding versus maintaining individual brand identities for long-standing local businesses.
  • 38:11
    Overhauling Marketing Budgets
    Corey shares his approach to auditing and overhauling marketing budgets, including convincing companies to shift from traditional channels like radio to more effective digital strategies.
  • 43:48
    Industry Lessons & Seasonality
    Discussion on key lessons learned in the home service industry, particularly navigating shoulder seasons in Florida and the impact of plumbing services on overall stability.
  • 47:42
    Key Marketing Takeaways
    Corey advises smaller operators to prioritize reviews on multiple platforms, maintain consistency, leverage LSAs, and get creative with long-tail keywords for digital marketing.

Speakers

J
John Wilson
Host
C
Corey Creekmore
Marketing Director

Key Takeaways

✦

Implement on-site activations at local events (e.g., sports games, concerts) to capture leads directly from potential customers and build brand awareness in a competitive market.

✦

Utilize a structured referral program with tiered incentives (e.g., $25 for membership referral, $250 for new system purchase) to empower both sales teams and service techs to generate new business.

✦

Prioritize securing reviews on multiple platforms beyond just Google to prepare for AI's increasing role in customer search and decision-making, which pulls from diverse review sources.

✦

Strategically allocate marketing spend based on branch size and growth stage; larger, legacy branches can leverage branding more, while smaller ones need a strong focus on immediate lead generation.

✦

Be prepared to overhaul outdated marketing strategies by demonstrating ROI with data (e.g., showing actual calls from radio ads versus potential from digital) to convince stakeholders to shift budget to more effective channels.

✦

Focus on low-hanging fruit in marketing for smaller acquired businesses, such as optimizing Google Business Profiles and leveraging existing customer bases, which can quickly double their size.

✦

Leverage plumbing services as a stable revenue stream to mitigate the impact of HVAC shoulder seasons, ensuring more consistent business flow throughout the year.

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