Markets
Phoenix sells replacements in May. Columbus sells furnaces in November. We plan each market against its own weather, job mix and competition, and price the budget for that market alone.
Market types
The demand curve in Cleveland has little in common with the one in Phoenix, and a budget plan copied between them loses money by October.
Phoenix, Las Vegas, Tucson. Systems run so many hours that replacement cycles come early and heat pumps age fast. The peak runs from May into October, every competitor bids into it, and summer clicks are expensive.
February is for selling maintenance agreements; those are the customers who replace in June.
Houston, Tampa, Orlando, Atlanta, Charleston. Half the calls that sound like a cooling complaint are a humidity complaint, and the contractor who says so on the phone wins the appointment.
Storm season interrupts everything, so budgets need to be movable inside a day.
Columbus, Indianapolis, Kansas City, Charlotte, Richmond. Furnace season and cooling season are separate demand events with separate keywords, separate objections and separate financing conversations.
The shoulder months are longer here, so maintenance plans carry more of the year.
Denver, Salt Lake City, Boise, Portland, Seattle. Electrification incentives move quickly and the deadlines matter, because a rebate expiring in six weeks is the strongest reason a homeowner has to decide now.
Wildfire smoke has made air quality its own search category, with its own season.
The calendar
We do not set a monthly spend in January and hold it. Spend moves with the forecast, with your capacity, and with what is closing. There is no point buying replacement leads in a week when the install crew is booked out to the following month.
Install capacity goes into the plan alongside the budget.
Availability
Tell us the metro and the truck count. On the first call we will say what a budget there buys and how soon we can start.