Intense Cold May Bring Intense Opportunity in Home Services 

Issue:

As some who was raised in North Dakota, cold weather does not seem all that remarkable to me. But when Manitoba or Minnesota weather dips down into places like Texas, it's news… and even a one-week cold snap like this one could have long-term implications in the home services category. How low did it go? Look at this map showing where temps were colder than average today (February 16), or another map from the Washington Post, this time showing actual low temperatures for this morning. (All 254 counties in TEXAS were under a winter weather advisory this week, according to this story from CBS News.)

Opportunity/Idea:

Homes are designed for the climate they're built in. That's why frozen pipes will burst, ice dams will cause roof leakage, and HVAC systems will break down from SE New Mexico to neighboring Texas, and up through Oklahoma, Kansas, Missouri, Arkansas, Mississippi, Tennessee, Kentucky… you get the idea. But the real opportunity is not just about how much home services business there is to be done in the near term (roof repairs, plumbing, disaster clean-up services from indoor flooding). It is in the longer-term need for (again, roof repair), insulation, home power generators, and other repairs and modifications that help the homeowner become "storm ready" for the next winter. The current mindset is repair and survive. Between now and next winter, the mindset will shift to remember and prepare.

Ways you might use this issue to gain an appointment (probably through Fall, 2021):

(For roofing contractors) Ice dams cause years-worth of damage homes across the region…

(For HVAC dealers) After the abuse their HVAC system took over the winter, a lot of people might wonder whether their system will be ready for the heat of summer, or whatever next winter plans to throw at us…

(Also for HVAC dealers) After there were long wait times for emergency repair calls last winter, people might have a more open mind about paying for a monthly service contract if it moves them to the head of the list in case of future storms…

(For home power generation manufacturers/installers) People learned they might not be able to rely on the traditional power grid to keep their family safe…

(Insulation companies) Many homeowners will have a new appreciation for the value of good insulation in their homes, especially if they have to rely on small heaters in a power outage.

  • The polar vortex that plunged all the way down to the Gulf of Mexico this year helped people realize they have to be ready for more extreme weather. After initial repairs that were done just to get through winter (burst pipes, water clean-up, overworked HVAC systems), more longer-term repairs need to be made and upgrades are being considered.
  • (For roofing contractors) Ice dams cause years-worth of damage homes across the region…
  • (For HVAC dealers) After the abuse their HVAC system took over the winter, a lot of people might wonder whether their system will be ready for the heat of summer, or whatever next winter plans to throw at us…
  • (Also for HVAC dealers) After there were long wait times for emergency repair calls last winter, people might have a more open mind about paying for a monthly service contract if it moves them to the head of the list in case of future storms…
  • (For home power generation manufacturers/installers) People learned they might not be able to rely on the traditional power grid to keep their family safe…
  • (Insulation companies) Many homeowners will have a new appreciation for the value of good insulation in their homes, especially if they have to rely on small heaters in a power outage.
  • It's a good time to be famous ___________ products, installation and repair services, and I can help you with that… in precisely the communities that were hit hardest. Let talk about geo-targeting based on storm impact.

Using this issue in a Needs Analysis:

  • Have you compared your own service territory to the severe weather maps following this years' Polar Plunge storms? Can I help you look at that?

Sources:

Washington Post weather map… low temps for 2/16/2021:
https://www.washingtonpost.com/weather/2021/02/16/winter-storm-live-updates/#link-7KMJ4K4UXVDP5IU6AL3Y2O2ECE

Washington Post weather map… where the temps was below normal, and by how much:
https://www.washingtonpost.com/weather/2021/02/16/winter-storm-live-updates/#link-IHVI7OKFRRALHF52ZZFOLSNPDE

Overview of the storm story from CBS News:
https://www.cbsnews.com/news/texas-snow-winter-storm-warning-arctic-blast-2021-02-14/

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