Sell more Tankless Water Heaters

1. STEVE TENERIELLO

2. Introduction
Making the Case To Promote and Sell Tankless: How Demand and Increases in
Technology Have Made TanklessWater Heating More Attractive to Homeowners
Tankless water heating by its nature has suffered from
technological challenges that until recently have made a
whole-home system infeasible. The way tankless heaters
worked – point-of-use systems hooked up to one or two
fixtures – was extremely inefficient, especially when
compared to storage tank water heaters that could use a
single tank to heat water for an entire house.
It used to be warmer climates would benefit the most from
tankless water heaters, which when installed correctly can
provide hot water quite literally on demand at any given
time. With advancements in heating technology tankless
water heaters are a common appliance in many cold
weather new construction homes. In addition rising energy
costs and the desire for more efficiency has driven
renewed interest in tankless water heating.
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3. Future Outlook of Tankless Water Heating
Advancements in Technology, Timing and Demand Make Tankless Extremely Attractive
Demand for tankless water heating has increased in recent years for a number of
reasons including increased space savings, energy savings, affordability, reduction of
flooding risks and longer life expectancy compared to a traditional tank. Overall, a
gas-fired tankless water heater can save a homeowner more than 22% in energy
costs on average which can represent 5-7k over a 20 year period. Not to mention the
peak of the housing boom was between 2005-2007 which means there will be no
shortage of water heaters to replace as new tanks installed 7-10 years ago begin to
reach their life expectancy and fail.
Technology upgrades and a new push to environmentally conscious homes have
increased interest in tankless water heating, which over the lifetime of a home is
demonstrably more efficient than storage tank water heaters, even with a higher
initial cost outlay.
There is a solid value proposition to make to homeowners considering replacing
their old, inefficient conventional water heaters and as a tankless water heater
installation specialist there is considerable margin for you to make in the installation
of this enhanced technology.
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4. Future Outlook of Tankless Water Heating
Advancements in Technology, Timing and Demand Make Tankless Extremely Attractive
Source: Energy Star
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5. By The Numbers:
Tankless vs. Traditional Tanks
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Average Ticket: $4000-$6000
Billable Hours: 4-6
More Profitable
Average Ticket: $1200 - $1800
Billable Hours: 1-2
Less Profitable

6. The TanklessWater Heater Value Proposition
The Benefits of TanklessWater Heaters for your Clients
Tankless water heaters on average offer many benefits over the traditional storage
variety. Whether you’re looking for a smaller heater, or simply need something for a
remote location, here are 10 reasons to consider a tankless water heater over a
traditional model. Let’s go ahead and make the marketing case for tankless. I will give
you 10 reasons why a homeowner will entertain tankless as an alternative to
conventional water heating:
• Energy savings – 98% efficient
• More Room: Most tankless water heaters are the size of your average suitcase and
can hang on practically any interior or exterior wall, which gives you a large section
of floor space back.
• Endless hot water: Because there’s no storage tank to wait for, you’ll enjoy an
endless supply of hot water that your tankless heater provides on demand.
• Peace of mind knowing water will not be all over the floor: The lack of a storage
tank also means you don’t have to worry about cracking or water leaking out onto
your floor, except in cases where a pipe breaks.
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7. The TanklessWater Heater Value Proposition
The Benefits of TanklessWater Heaters for your Clients
• Great for resale: Tankless water heaters increase the resale value of your home
because they’re viewed as a modern convenience and have such a long
lifespan.
• No sediment, No odors: Since there’s no storage tank, you don’t have to worry
about sediment build up or any sort of rusty odor coming out into your water.
• Much longer life, better warranties: The average storage tank water heater
lasts 12 years, while a tankless model can operate for 20 years or more. This
offers up tremendous savings because you’re not replacing a water heater as
often.
• No spikes in temperature, consistency in temperature: Tankless water heaters
bring water up to the same temperature every time, so you don’t have to worry
about any temperature spikes if your water is heated too hot, or a cooling
should you get the dregs of the tank.
• No water on your floor when it fails (no flooding): Tankless water heaters
don’t leak water when they need repairs because there’s no full storage tank to
deal with.
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8. The TanklessWater Heater Value Proposition
The Benefits of TanklessWater Heaters for your Clients
• Return on initial investment: The average cost of a tankless water heater is
between $3,000 and $5,000 for full installation. Over the course of the 20-year life
of the appliance, however, according to the ENERGY STAR program, you can expect
to save $1,700 in energy costs alone over the life of the machine. This doesn’t
even factor in the cost savings from not replacing an old storage tank heater at
year 12 or any of the repairs that could result over those 12 years.
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9. 10 Strategies to
Drastically Increase
TanklessWater Heater
Sales
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10. Copyright 2014 Service Inbound 10
About Us:
• Process More Than 275 Tankless Water Heating Leads
Each Month
• Estimate $6-8M Tankless Sales Flow Through our Clients
Each Year
• Proven Marketing Formula
• Largest Collection of Tankless Content in the Country

11. START WITH A SALES FUNNEL
What You’ll Need:
• Sales Copy
• Sales Ready Direct Offer
• Early Stage Lead Call To Action
• Landing Pages or Squeeze Pages
• Form Capture
• Email Responder
• Graphics
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12. ATTRACT BUY NOW
PROSPECTS
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13. BUILDING BLOCKS OF A SUCCESSFUL CAMPAIGN
SALES COPY, DIRECT OFFER, LANDING PAGE & FORM
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14. GIVE TIRE KICKERS
SOMETHING OF
VALUE
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15. BUILDING BLOCKS OF A SUCCESSFUL CAMPAIGN
BUYERS GUIDE, BUYERS GUIDE LANDING PAGE, LEAD CAPTURE
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16. 10 Strategies to Drastically Increase Tankless Water
Heater Sales
1. Pay-Per-Click
2. Remarketing
3. Facebook Advertising
4. Free Report
5. Leverage your Technicians
6. Document your Jobs
7. The Power of Video
8. Generate Referrals with Client Reviews
9. Email to your Active Clients
10. Direct Mail
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17. Pay-Per-Click
Advertise on Google AdWords, Bing and Yahoo
• Start out by developing a keyword
strategy. Use Google’s Keyword Planner
to uncover a list of keywords and their
associated traffic counts.
• Implement the keyword strategy in your
respective advertising accounts. Being
with Google since it will deliver the best
yield and performance and scale into the
Microsoft network.
• Unlike demand service where terms like
“emergency plumber” should be
positioned in the first position you will
get a better result by placing your ads in
the 5th or 6th position.
• Be conservative in your keyword, bid
and budget strategy. Slow and steady
wins the advertising race when it comes
to positioning products online.
• Know who you are going up against.
Don’t go head to head against big box
stores – it is a surefire way to bleed
budget fast. Instead strategically time
your ads and take advantage of your
best time of day.
• Lead in with a clear call to action and
constantly test your ad performance and
click-thru rates. Test Buy Now vs. Buy
Later
• Build out a supporting landing page
specific to tankless installation on your
website with graphics that support your
ad copy.
• Scale into repair and alternative
conventional campaigns.
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18. Pay-Per-Click
Sample Keywords
tankless water heater
tankless water heaters
tankless water heating
water heater tankless
water heaters tankless
water heatering tankless
tankless hot water heater
tankless hot water heaters
tankless hot water heating
hot water heater tankless
hot water heaters tankless
hot water heatering tankless
on demand hot water heater
on demand hot water heaters
on demand hot water heating
on demand tankless hot water heater
on demand tankless hot water heaters
on demand tankless hot water heating
hot water on demand
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instant hot water tankless water heating
tankless water heater installation
tankless hot water heater installation
tankless water heater install
tankless hot water heater install
install tankless water heater
install tankless hot water heater
tankless water heater replacement
tankless hot water heater replacement
replace tankless water heater
replace tankless hot water heater
upgrade tankless water heater
upgrade tankless hot water heater
tankless water heater upgrade
tankless hot water heater upgrade
water heater upgrade
hot water heater upgrade
tankless water heater repair
tankless hot water heater repair
repair tankless water heater
repair tankless hot water heater
tankless water heater maintenance
tankless hot water heater maintenance

19. Remarketing
Constantly Stay Top of Mind and In Front of your Prospects
• Once a prospect visits your website you can
identify who they are and serve them ads on
participating networks. Referred to as
“reminder” or “boomerang” campaigns your
message is loud and clear and you are
constantly in front of your prospect wherever
they go on the web.
• Remarketing is inexpensive.
• Use remarketing to extend the life of print,
direct mail, radio and TV by driving prospects
to a pre-configured landing page strapped up
with remarketing.
• Perfect for long sales cycles like tankless –
keeps your prospects going back to your
website instead of your competitors.
• Remarketing advertising solutions include
Google Display network and Adroll.com.
Adroll will get you placement in Facebook on
your prospects news feed.
What you will need:
• Banner and Ad Graphics
• Google AdWords account
• Adroll.com account
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20. Facebook Advertising
Target Prospects By Interest. Attract your Ideal Clients
• Send traffic to your Facebook business
page by advertising a “free report.”
• Setup your business page so you can
collect prospect information.
• You can narrow your focus by both
location and interest so if you service the
Boston market you can limit your ads to
people only interested in tankless or
conventional water heaters in this market.
What you will need:
• Facebook Business Page
• Graphics
• Attract ideal clients by taking before and
after pictures of customer jobs. Ask clients
to post the pictures on their personal
Facebook account and get in front of their
family, friends and neighbors.
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21. Free Report
Be the Local Go-To Expert. Identify Early Stage Prospects.
• Construct a Free Report ie. “The Tankless
Buyers Guide” and offer it as a free
download on your website.
• Work in benefits, features, history,
technology advancements and make the
case for tankless water heating over
conventional water heaters.
• Place the report behind a form and give it
away for free in exchange for homeowner
information.
• You can take segments of your free report
and drip market articles via email to
prospects to keep prospects top of mind.
What you will need:
• 20-25 pages of tankless content
• Cover graphic
• Landing page with sales copy
• Multiple graphics to promote
your free report both on your
website and via display
advertising.
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22. Leverage your Technicians
Take Advantage of your Best Source of Qualified Leads
• Develop a 6” x 9” postcard with a call to
action to your Free Report. Have
technicians give every homeowner a
postcard so they can go online and
download your report.
• Give your technicians cameras and
provide a free camera inspection of the
water heater showing the customer the
build up of sediment within the tank.
• Provide incentives to techs you generate
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qualified leads.
• Gather intel: ask techs to identify the age
of your client’s conventional tank and
store the information in a database.

23. Content Marketing
Get Found & Create a Permanent Source of Organic Traffic and Leads
• Take before and after pictures of your
installations.
• Summarize the scope of work.
• Combine the pictures and scope of work
and put together a 300 word article and
publish the article on your website ideally
on your company blog.
• Optimize your article for local search for
example your title would read: “Austin
Plumber Replaces 50 Gallon Water Heater
with Tankless.”
• At the end of your blog post place a call to
action graphic to your free report.
• Record an audio interview and distribute
to clients
What you will need:
• Camera or smartphone
• Blog with built-in RSS feed
• Blog automation to social media
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24. The Power of Video
Own More Real Estate. Expand your Web Presence
• Collect video of tankless installations
and client testimonials.
• Setup a Google Plus profile and
connect it to your website.
• Setup a YouTube account.
• Publish video on your YouTube
business account. Transcribe your
video and embed it in your company
blog. Share it with Google Plus. As a
result you will get found for both your
video as well as your blog post.
• Repurpose video on your Facebook
business page and use it as credibility
boosting tools on your website.
What you will need:
• Video Camera or smartphone
• YouTube account
• Google Plus profile
• Website with Google authorship
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25. Generate Referrals with Client Reviews
Leverage the Power of Testimony and Tap into your Clients Sphere of Influence.
• Build out your review presence on
Google Reviews, Yelp, Yellowpages
and Facebook.
• Setup a recorded line and ask clients
to call in and provide a recorded
testimonial.
• Ask clients to go online and provide
their feedback on the major review
sites.
• Ask clients to participate in mailings
to their friends, family and co-workers.
• Capture video of happy clients and
distribute the content on your blog
and website.
What you will need:
• Video Camera or smartphone
• An online presence on the major
review sites.
• Call tracking or recording
technology.
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26. Email to your Active Clients
Mine Gold from your Existing Active Clients.
• Email your active client database with
a call to action to download your Free
Tankless Report.
• Gather intelligence and segment your
database. Identify clients who fit the
water heater replacement category.
• Develop a direct response email with
a special offer and a supporting
landing page to entice existing clients
to take advantage and install a
tankless water heater for their home.
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What you will need:
• Email marketing vendor
• Email marketing templates
• List of active clients
• List of segmented clients

27. Direct Mail
Launch Small and Strategic Multi-Step Direct Mail Campaigns and Generate a
Steady Stream of Leads.
• Gather intelligence and segment your
database. Identify clients who fit the
water heater replacement category.
• Develop a direct response 3 sequence
direct mail campaign to clients who will
need their water heater replaced.
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• Go out and find a list of new
construction homes built during the
housing boom and add them to your
mailing list.
• Drop small quantity radius mailers to
homes in the area where you recently
installed tankless water heaters.
• Tie your direct mail campaigns to a
landing page on your website, in
addition to supporting it with a
remarketing campaign.
What you will need:
• Print Design Asset
• Mail House Vendor
• Landing Page
• Remarketing Campaign
• House List
• List Supplier

28. Get Everything you Need To Sell More
Tankless Replacements Starting Today
1. CONTENT
• Access to over 25 pages of Tankless Articles you can repurpose in print, web
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and email.
• Landing Page Copy for Tankless Installation, Tankless Repair and Tankless
Maintenance.
• Long form sales copy you can use to generate leads.
2. DIRECT OFFERS & GRAPHIC PACKAGES (includes graphic kits for website, remarketing,
print and email)
• Endless Hot Water Campaign
• Cash for Clunkers
• Free Tankless Water Heater Estimates
• TanklessWater Heater Buyers Guide Promotion Package

29. Everything you Need To Sell More Tankless
Replacements Starting Today
3. SALES TOOLS
• Tech Generated Lead Program – Postcard
• Tankless Maintenance Advantage Form
• Conventional Water Heaters vs. Tankless Water Heaters Sell Sheet
4. ADVERTISING TOOLS
• Google AdWords Blueprint with a list of the TOP 100 Tankless Keywords
• Our proprietary list of negative keywords to repel disqualified searchers
• The “Tankless Water Heater Buyers Guide” you can customize for your
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business.
5. ONLINE ACCESS
• Get online access to all of the tools, resources and files.
• In addition receive ongoing enhancements and campaigns absolutely free.

30. GET ALL OF THIS AND MORE.. JOIN THE
INBOUND CIRCLE…
GO TO
INBOUNDCIRCLE.COM
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