We are working with our clients around the clock to help craft careful and direct messaging for their customers and service area communities. Below is a list of resources that home performance, HVAC, and solar companies can use to get out ahead of the evolving COVID-19/coronavirus crisis and take a strong position as a leading local business. Included are ideas for blogs, emails, social media, and more, as well as links to examples of already published material from some of your colleagues across the country. This page will be updated continuously moving forward, so feel free to bookmark and check back in, or to reach out to our team for assistance.
Energy Circle-Provided Resources
Examples of Company Statement Communications
- EcoPerformance Builders, California (home performance)
- Insource Renewables, Maine (solar, heat pumps)
- Healthy Home Energy & Consulting, New York (home performance)
March 2020: COVID-19 Impact Report from the Energy Circle Google Ads Dataset
Wednesday, April 1.
Shawn Cohen, Director of Digital Strategy
We're now a month into actively monitoring the impact that the COVID-19 pandemic is having on Google Ads performance and user search trends in the HVAC, Home Performance, and Solar industries and we are beginning to see clearer patterns emerge across KPIs such as impressions, clicks and conversions. With a full month of data now available for analysis, we're able to form better hypotheses and draw more informed conclusions as to how the crisis may be impacting consumer demand and conversion behavior for products and services in the better building and clean energy sectors.
Below is a summary of our high level findings, and insights. A link to view the detailed analysis containing specific data points, and more in depth conclusions and hypotheses can be found below and will also be distributed in Energy Circle's regular newsletter.
- Home Performance search volume is down more than it was this time last year, likely due to COVID-19’s impact on the industry’s availability to deliver non-essential services.
- HVAC search volume has held very steady over the past two months (as opposed to the typical seasonal decline we usually see this time of year), and clicks and conversions have increased as well.
- Across both HVAC and Home Performance, avg. CPC is on the rise indicating increased advertising competition despite the temporary downturn in the industry. This is attributable, at least in part, to a decrease in consumer demand and spending but a lack of proportional decrease in advertiser spending.
- For Solar services - Impressions, clicks, and conversions all declined from February to March, as opposed to last year when clicks and conversions rose during the same two month period (despite a greater decline in impressions).
- Across the board, search volume and engagement for all categories declined from February to March - but we saw a similar decline across the board during the same time last year. This implies that typical seasonal patterns are definitely contributing to Google Ads performance, albeit likely slightly exaggerated in certain categories because of COVID-19.
Relevant Industry News
We're following this effort closely, and encouraged to see industry organizations lobbying on behalf of businesses and workers in the HVACR and home services sectors, asking state and local governments to classify HVACR and related services as "essential" during the implementation of other policies aimed at slowing the spread of COVID-19. We will continue to post updates on this and other efforts to support home services businesses so they can continue to support their customers during this time.
- March 20 - Update from ACHR News: https://www.achrnews.com/articles/142866-organizations-call-for-hvacr-to-continue-during-coronavirus-crisis
- Sign and Share the Petition: https://acca.mmp2.org/engage/hvac-contractors. ACCA has taken action by creating a petition demanding that HVACR contractors be exempt from any mandates that require businesses to temporarily close or individuals to self-isolate. Members of the public can sign the petition online; it generates a letter to state and federal officials.
Resources for the Solar Industry
- Subscribe to Ohm Analytics' Weekly Solar Activity Tracker: Monitoring the impact of the COVID virus and eventual rebound on the Solar Industry by tracking solar permits and other records in major solar markets in the U.S.
- Solar Energy Industries Association (SEIA) COVID-19 Resource Guide: Offering guidance for Solar Installers, EPCs and O&M Service Providers on Managing Through the COVID-19 Pandemic