Morgul Marketing

    What an HVAC feed is for in a city that loses power

    Two things shape an HVAC feed here more than anything a marketer would reach for first. The complaint that brings people to you is usually damp rather than hot, and the houses sit up on piers over a high water table, so the most interesting part of the job is under the floor where the owner has never looked. Add the weeks each year when the power goes out across Orleans Parish and comes back one neighborhood at a time, and the shape of the account is more or less decided for you. What follows is how we would build it for a small crew working the parishes on this side of the lake.

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    Damp is the complaint people cannot name, so damp is the video to make

    In this climate the problem is often moisture rather than temperature, and almost nobody in the feed is making content about it.

    A house that reads a comfortable temperature and still feels sticky, a closet that smells, windows that sweat, a system that short cycles and never pulls water out. People ask friends about those because they do not know what trade to call.

    Explain the mechanism on camera in plain words. Oversized equipment, run time, ventilation, and what a dehumidifier does that a thermostat cannot.

    Moisture content also gets sent on, because the person watching has been quietly living with it and had no idea it was fixable at all.

    It pulls better work, too. A humidity diagnosis is a longer conversation than a no cool call and it usually ends somewhere more valuable than a capacitor.

    Under a raised house is the one place a homeowner has never looked

    Pier and beam construction puts half the system in a space the owner has never crawled into, and showing it is the fastest way to make an estimate make sense.

    Going under a raised house with a light and a camera makes a better video than any equipment beauty shot. Ductwork sweating, a return that was never sealed, a unit sitting where water has been.

    Homeowners here have almost never seen under their own floor. Showing them what is down there is interesting, and it makes the eventual estimate far easier to explain.

    Show where equipment can and cannot go. A Creole cottage or a double shotgun in Bywater with no attic and no closet is a real puzzle, and watching you solve one is the strongest proof available to you.

    Keep the same footage for the second conversation. When an owner in Mid-City or Algiers asks why the number is what it is, a clip of their own crawl space does more than a line item ever will.

    Restoring power and restarting equipment are two different mornings

    The grid comes back one neighborhood at a time, so the same restart question arrives from a different part of the parish every day for a week, and one pinned post answers all of it.

    Most people flip everything on the moment Entergy restores the block, then call somebody when the air never gets cold. A short explanation prevents damage and prevents a service call that was never a repair.

    Cover the honest basics. Wait after power returns, check the breaker before assuming the equipment failed, watch what happens on start, and know which noises mean shut it off now.

    Say plainly what is not a homeowner job. The point is not to talk anybody out of calling. It is to stop the calls that were never repairs and to earn the ones that are.

    Pin it and keep it. Restoration runs on its own schedule across Orleans Parish and Jefferson Parish, so the post stays useful for a week after the first person needs it, and it is still sitting there for the next outage.

    Somebody has to own the pause button before the season starts

    A scheduled queue that publishes itself during an evacuation is the one unforced error an HVAC account can make here, and it gets prevented on paper in May rather than in the moment.

    Anything scheduled ahead will run on its own unless a person stops it. A promotion landing while people are on the road out of the city gets remembered, and it travels without your caption attached.

    Write down who holds it. One name, a backup, and a plain trigger: when an evacuation order covers any part of your service area, the queue stops and the paid spend pauses.

    Decide in advance what stays on. Anything useful can keep running, and so can the note saying how to reach a human. Everything that sells stops.

    Turning it back on is a decision too. The Northshore and the West Bank do not come back at the same hour as Uptown or Lakeview, so restarting on one metro wide switch puts a promotion in front of somebody still sitting in the dark.

    Anything here that would read the same in Houston or Mobile has been moved off this page on our national HVAC social media page, where it is written out properly.

    Questions we get

    Customers say the house feels clammy even at a comfortable temperature. Is that content or a sales problem?
    Both, and the content comes first. A house that reads the right number on the thermostat and still feels wet is a sizing and run time problem, and almost nobody has explained that to the person living in it. Lay out the mechanism plainly, then let the visit sell itself. A humidity diagnosis turns into longer and better work than a no cool call does, and the people who watch that video tend to arrive already half convinced.
    We work Orleans and Jefferson Parish but not the Northshore. Does that need saying?
    Yes, in the profile and in the pinned post. Slidell, Mandeville and Covington are a long drive across the lake and people know it, so a Northshore homeowner who finds you assumes you might come and gets annoyed when you will not. Saying where you stop reads as competence rather than as a limitation, and it keeps your dispatcher off the phone with work nobody was going to take.
    What do we say to comments under an outage post from people we cannot reach yet?
    Answer them briefly and do not promise a time. Restoration is uneven and so is your schedule, and a specific commitment made in a public thread is one you will be held to in that same thread. What people want in that moment is to know whether the equipment is at risk if it sits unused for a few more days, and that is a question you can answer for nothing.
    Everything we film looks the same. How many ways can you shoot a crawl space?
    More than you would guess, because the space is different in every house. A Creole cottage on brick piers, a raised double in Bywater with room to stand up, a house in Gentilly where the crawl is barely deep enough to get an arm into and the ducts are pressed into the dirt. The variation is the subject. What gets boring is filming the equipment instead of the space it has to live in.
    The house is raised but the condenser sits at grade. Is that worth a post?
    It is one of the few pieces of content that pays for itself twice. An owner in Lakeview or Gentilly who has already replaced a condenser once understands the argument immediately. Show a unit on a stand beside one at grade, say what the stand does and what it does not do, and be straight that elevating equipment helps with some risks and not with others. Overselling it is the fastest way to lose the credibility the video earned.

    Written by KC Thompson, Morgul Marketing. Updated .

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