Case Study: Humanizing HVAC
How Young’s Heating, Cooling and Electric Built Community Trust Through Storytelling
The Challenge
Young’s Heating, Cooling & Electric entered our partnership in March 2023 with a healthy Facebook following, but no clear strategy. Their posting was sporadic, focused mostly on giveaways, and while engagement existed, it wasn’t building long-term authority or new market reach.
The company’s goals were ambitious:
Position themselves as the local leaders in HVAC and electrical services.
Expand into new geographic markets while maintaining strong ties to their hometown identity.
Build trust and recognition in an industry where technicians are literally invited into customers’ homes.
Maintain compliance with corporate partner branding, which requires an additional approval process.
The challenge: HVAC and electrical work aren’t trendy or aesthetic industries. Pair that with additional layers of compliance and the time-consuming nature of giveaways, and Young’s needed a different approach.
The Solution
We built a multi-layered social media strategy across platforms, emphasizing human connection and brand consistency.
Key actions included:
Instagram Launch & Integration: Built their Instagram presence from zero, integrated it with Facebook, optimized the platforms and began consistent posting.
Employee-Focused Content: Humanized the brand by highlighting team members, reinforcing the integrity and trust required in home service industries.
Strategic Expansion: Increased from 3 posts/week on Facebook + Instagram to 5 posts/week across Facebook, Instagram, LinkedIn, TikTok, YouTube and even thier Google Business Profile.
Strategic Engagement: Proactively engaged with local businesses and referral partners in target geographic markets, driving reciprocal follows and awareness.
Giveaway Management: Took over full coordination, from partner outreach to filming/editing and ad management. Sarah also coached less tech-savvy partner businesses to ensure smooth collaborations.
Objection Handling: Created content addressing common customer hesitations directly (cost, timing, trust),
Content Mix: Balanced polished, edited videos with authentic on-the-ground storytelling to create relatability while maintaining professionalism and consistency.
The Results
Instagram Growth: Consistent organic growth, despite HVAC not being a “trendy” niche.
Platform Expansion: Established a consistent and professional omnipresence across 6 platforms, reinforcing community recognition.
Community Recognition: Owners report enjoying strong facial recognition across the community, a powerful credibility boost in a service industry.
Stronger Partnerships: Giveaways have strengthened local business ties while reinforcing Young’s as a household name.
Brand Perception: Successfully positioned Young’s as the small-town, integrity-first company that “does things right the first time.”
Expanded services and recognition: Social media helped successfully launch awareness of Young’s new Duct Cleaning service and Plumbing division, driving calls for the new service. It also played a key role in winning a community service award in the Tri-Cities area, a market they’ve only served for about a year.
The Impact
Young’s Heating, Cooling & Electric has transformed from sporadic, giveaway-focused posting into a multi-platform leader in local home services. Their presence now communicates authority, community values, and trust — all while navigating a challenging, “non-glamorous” industry.
By leveraging both polished and authentic storytelling, consistent engagement, and smart market expansion, Young’s is no longer just a service provider. They are a recognized, trusted community brand with the visibility to match their reputation.
