No matter what time of year it is, or where you are in this country, pest control companies stay busy. There is no such thing as “cockroach season.” Oh sure, pests tend to be less active in winter, but you could have a cockroach problem in December. Or an ant problem in July. Or a bed bug issue in March. See what I mean? It’s a constant struggle.
But some people can stomach pest issues for a while, especially if it’s something relatively harmless, like ants. That’s one of the unique challenges for pest control companies: if your clients can deal with the presence of bugs or rodents, they might never call you. Or they might try to deal with the issue themselves.
Therefore, one of the keys to marketing a pest control company is to highlight your expertise. Anybody can grab a can of Raid and start spraying bugs, but you know exactly how to handle every pest situation. That’s the kind of knowledge that makes hiring an exterminator such a smart idea – and your potential clients need to know that.
So what else can help you market your pest control company? Here are three additional ideas:
Provide DIY information without fear
As an inbound marketing agency, we always recommend having a company blog on your website. And on that blog, you should be regularly providing do-it-yourself (DIY) pest control information. This might seem counterintuitive – we’re going to just give the customer info that will help them sidestep us completely? But think about it.
DIY pest control methods work best for issues like ants and rodents. And unless the problem is overwhelmingly bad, not many people are going to immediately call a pest control company. You’re going to get far more calls about the more challenging infestations, like cockroaches, termites and bed bugs. And you know there aren’t any good DIY options for termite control. So feel free to give out some self-help info; the effect on your potential business will be minimal.
Bring up the possible health effects
Most people don’t realize the terrible health problems that are associated with certain pests, like roaches. Cockroaches are disgusting, carrying countless pathogens, diseases and germs. The presence of cockroaches can not only aggravate your sinuses, it can actually lead to the development of asthma in children.
But they’re not the only ones to look out for. Rats and mice can spread disease, and mosquitoes can carry the West Nile Virus. Make sure your potential clients are acutely aware of these issues. A pest issue can be ignored if it’s viewed as harmless; help people see how incorrect that view is.
Stand by your work
This is good advice for any company, but it’s doubly important for a pest control firm. The primary concern of your clients is getting rid of the pests, and ensuring they stay gone. That’s why providing a guarantee can be such a powerful sales tool – you’re putting your money where your mouth is. The pest problem will be gone, or you’ll be back to deal with it.
Now, this can be a dangerous proposition in certain situations. Some areas are more susceptible to pest problems, and if the client maintains poor cleaning habits, pests could be back in a hurry. So make sure there’s some fine print to protect yourself from getting raked over the coals. But in general, a guarantee is one of the strongest selling points you can utilize.