I find EMPIRE STATE BUILDER magazine very helpful in keeping me up-to-date with what is happening at the various associations around the state. It is an invaluable source of legislative information, which without I couldn’t efficiently run my business. EMPIRE STATE BUILDER is a magazine I strongly recommend all members of the NYSBA read.
WaterFurnace began advertising its geothermal heating and cooling system in EMPIRE STATE BUILDER magazine in 2003 with a quarter page black and white ad. EMPIRE STATE BUILDER is direct mailed to residential home builders in New York. This audience isn’t a likely purchaser of our product but it can certainly influence a home buyer on whether to go with a geothermal system or not. Since a lot of builders aren’t familiar with geothermal systems, they needed to be familiar with the concept and know where to get information. I hoped an ad in EMPIRE STATE BUILDER would help accomplish that goal.
The first two or three ads yielded little measurable results. But, as the ads continued, we noticed a significant increase in Web site hits from builders in New York. Additionally, I was invited to speak on a local radio show to discuss the topic of geothermal heating and cooling. That interview came about when a listener called in with questions about geothermal systems. The host, Kim Barrett of the Megellan Real Estate Hour, knew nothing about the topic. She received a call from a builder who provided her with my name and number. He had seen our ad in EMPIRE STATE BUILDER. Ms. Barrett called me and conducted a 12-minute live interview in which I was able to explain the geothermal system.
Given the increase in Web site hits and the live radio interview, I’d say our ad in EMPIRE STATE BUILDER has definitely been a good investment. I recommend EMPIRE STATE BUILDER to anyone who has a product or message for residential home builders in New York.
