Morgul Marketing

    Social media for HVAC companies serving Central Texas

    An HVAC company around Austin works against conditions no other Texas market has. The ground west of the city is shallow limestone, so anything that goes below grade is a rock problem before it is a labor problem. Lots in the hills have slope and nowhere for a truck to stop. Tree protection and impervious cover decide where a condenser can sit at all. And the utility serving an address inside the city is owned by the city, which is unusual in a state where households pick a retail provider. Those four conditions are what a camera on a job site here can actually capture, and they are what the rest of this page is about.

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    Below grade is a rock problem here, and the hammer is the shot

    Shallow limestone and caliche turn routine work into equipment work, and it is the most watchable thing your crew does all week.

    Setting a new pad, running a line set out to a detached unit, trenching for a disconnect. West and north of the city those jobs meet rock in the first foot, and the answer is a hammer rather than a shovel.

    Film it while it is happening. Limestone breaking under a hammer drill needs no narration and no editing, and a homeowner watching it understands a bid line they were getting ready to argue about.

    Karst makes the ground unpredictable, which is the honest part to say out loud. Two lots on the same street can behave nothing alike, so a clip that admits the crew does not know until the ground is open earns more trust than a promise would.

    Keep the finished shot as well. The trench closed, the pad level, the yard put back the way it was. Rock excavation looks like destruction right up until somebody sees the end of it.

    A Hill Country lot decides what two people can carry to the pad

    Slope and access west of the city change the job and the price, and neither one is visible in a photograph of a finished system.

    In Lakeway, Bee Cave, West Lake Hills and out toward Dripping Springs, the driveway sits above the equipment or a long way from it. A changeout becomes a carry down a slope, often with a rail and a stair in the way.

    Film the walk. Start at the truck, follow the crew to the side yard, and let the length of it do the arguing. Somebody comparing three quotes has no other way to see why one of them is higher.

    Show the old equipment coming up, not only the new equipment going down. Getting a tired air handler out of a hillside house is the harder half of the day and the part nobody photographs.

    Put the constraint in the caption in plain words: the truck stops here, the crew walks the rest. A sentence like that gets forwarded to a spouse more often than anything clever you could write.

    A protected tree can decide where the condenser goes

    Tree protection and impervious cover rules here catch out anybody who has worked elsewhere in the state, and they move equipment on real jobs.

    Austin holds work to unusually strict limits on tree protection and on how much of a lot can be covered. A root zone can rule out the obvious spot for a pad, and a slab poured for equipment is cover like any other slab.

    Say that the review step exists and that it is real. A homeowner planning an addition with new equipment would much rather hear about it from you in March than discover it in June.

    Film the workaround rather than the rulebook. A pad moved to the far side of a house, a longer line set, a mount that leaves a heritage tree's roots alone. The constraint is abstract and the solution is visual.

    Crews that came from Houston or Dallas walk into this every time. A clip aimed at other trades, explaining what gets looked at here, earns referrals from builders who would rather not learn it the expensive way.

    Austin Energy is city owned, so which utility serves an address is worth explaining

    Most of Texas picks a retail provider from a competing field. Inside the city nobody does, and the boundary runs straight through your service area.

    A household that moved from Dallas or Houston spent years choosing an electricity plan. Arriving here and finding the city runs the utility is confusing, and the confusion sits right next to the equipment decision you are trying to help with.

    The boundary matters to you because it follows neither the city limit nor the county line. An address in Pflugerville, Round Rock or out in Hays County may be served by somebody else entirely, and program eligibility follows the service territory rather than the mailing address.

    One plain post showing where that information sits on a bill answers the question for your whole list at once. It gets forwarded by people who are not customers yet, which is the cheapest reach a local shop ever gets.

    Treat it as a map question rather than a sales question. A short clip showing how to tell which side of the line an address falls on is useful to a renter, a buyer and a builder, and all three remember where the answer came from.

    The parts of a social plan that hold in any market, from who belongs on camera to what deserves money behind it, are written up once.

    Questions we get

    Will anyone actually watch a video of rock being broken?
    In this metro, yes. A homeowner in Circle C or out past Dripping Springs has usually heard that the ground here is difficult and has never seen what that means for a crew with a hammer drill. The clip does two jobs at once. It holds attention on its own, and it explains a bid line before anybody has to defend it on the phone.
    Our price on a West Lake Hills lot is higher than our price in Pflugerville. Can content settle that?
    Better than a phone call can. Film the walk from the truck to the equipment on a hillside lot and let the distance and the slope make the case. Somebody comparing quotes cannot see access in a photograph of a finished condenser, and access is often the whole of the difference between two numbers.
    Can we talk about tree rules on camera without getting it wrong?
    You can say the constraint exists and show how a crew works around it, which is the useful part anyway. Root zones and cover limits change what is possible on a lot, and a homeowner planning work would rather learn that early. Show the workaround rather than the rulebook, because the workaround is what they are buying.
    Much of our service area is not on Austin Energy. Does the utility post still land?
    The boundary is exactly why it lands. The interesting fact is the line, not the utility. A reader in Round Rock or Georgetown wants to know which side of it they are on every bit as much as a reader in Travis County does, and you are the one who already looked it up for a job.
    Is a pad on caliche worth a post of its own?
    It is if you show the base preparation. Caliche does not behave like the soil most people picture, and a condenser that has shifted is a complaint homeowners take to the next contractor rather than back to you. A clip of the ground being prepared makes a case for the part of the job nobody can see once the work is done.

    Written by KC Thompson, Morgul Marketing. Updated .

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