Rod's Cooling & Heating
$180K Revenue at $18/Lead: Rod's Year-Round HVAC Pipeline
“HVAC is a seasonal nightmare, you're slammed in summer and dead in winter. Dancing Chicken built seasonal campaigns that kept leads flowing year-round. Instead of laying off techs in the off-season, we're now keeping everyone busy with maintenance contracts and early-bird specials. It completely stabilized our cash flow and we've grown our team by 30%.”
Rod Wilkins
Key Metrics
$180K
Total revenue generated
$18
Cost per lead
Without Dancing Chicken
Extreme seasonal swings left the team overworked in summer and idle in winter, with unpredictable cash flow year-round
Emergency-only demand meant no recurring revenue base, making it impossible to forecast or plan growth
Local competitors were undercutting on price, making it difficult to win jobs without discounting margins
With Dancing Chicken
We built a four-season campaign structure: AC in summer, heating in winter, tune-ups in spring and fall. Pre-season early-bird specials generated demand before the rush, filling the schedule weeks ahead. We promoted maintenance contracts through retargeting to past service customers, building the recurring revenue base Rod never had. The brand messaging shifted from competing on price to competing on reliability, which attracted customers willing to pay more for quality.
