Sell a heat pump with no rep in the room.
A homeowner sends photos of the rooms, picks the units and checks out with Palmetto financing online. If that costs us less than a rep sale, we win.
The one number
Cost per online sale = ad spend ÷ online checkouts.
Pass: under about $4,000 (rough).
Why $4,000: a rep sale costs about $3,000 in commission plus about $1,000 to get the customer (both rough, from the call).
Fail: $4,000 spent and no checkout. Stop and look at where people dropped off.
The test (what the homeowner does)
- Sends photos: each room, the electrical panel, the current heating. The page shows what a good photo looks like.
- Picks the units. Sees a price as a monthly payment, with the Mass Save rebate already counted.
- Checks out with Palmetto financing online. Revbase is already hooked up to Palmetto.
- Books a site survey. The survey confirms the job before anything is final.
- Can text a real person with a question at any step.
Size
- Who: Massachusetts homeowners from ads we already run. Send a slice of them to this page instead of to setters.
- How long: 4 weeks, or until the budget is spent.
- Budget: up to $4,000 in ads (rough). No new money.
- How many: aim for 20+ homeowners sending photos (my guess, not from the call). Fewer than that and we can't tell much.
Why Massachusetts first
- No decommissioning. The sale is just which rooms get a unit.
- The rebates are simple.
- The last deal there came from about $400 in ads (rough).
What we need to start
- A photo form with good-photo examples.
- A unit picker that shows the monthly price.
- The Palmetto checkout link from Revbase.
Risks
- Sizing from photos. Photos can miss things. The site survey confirms the job before anything is final.
- Recording consent. Everyone on a recording has to agree.* Get a clear yes on the recording, or the rep writes up the pitch after.
- Online financing. The homeowner has to finish Palmetto alone. Run one test checkout first.
*Massachusetts law, M.G.L. ch. 272 s. 99.
This week
- Record a sales call. The next Massachusetts appointment, with everyone's yes. Homeowner questions become the page and FAQ.
- Build the form. Photo form and unit picker, then one test checkout through Palmetto.
- Turn on ads. A small slice of Massachusetts ads to the page, $4,000 cap set in the ad account.