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| HVAC
INDUSTRY NEWS |
Noritz Revamps PROCard Incentive Program with New App To
Drive Homeowner Sales Leads to Contractors.
The goal: Help contractors raise their marketing
profiles among local homeowners, while providing faster
installations and service to these customers.
 Noritz
America recently unveiled a dramatically upgraded
version of its 13-year-old PROCard trade incentive
program, going beyond rebates-for-purchases to offer a
robust lead-generation service for plumbing and HVAC
contractors. The overarching goal of the revamped
program is to deliver more sales leads more quickly to
installers and technicians in the field, better enabling
them to grow their businesses through tankless water
heaters.
“The power of this new program is in how it allows any
contractor — regardless of company size — to build a
higher marketing profile in his locale by more
aggressively pursuing tankless water heater installation
and service work,” explains Jason Fleming, Marketing and
Customer Care Manager at Noritz.
Contractors will be able to receive and respond to
consumer leads at the PROCard.Noritz.com website, using
any digital device: tablets, PCs, Macs and smart phones.
But the key aspect of the new program is the new PROCard
app that will deliver leads to a contractor’s cell phone
more quickly, so that he can, in turn, respond with
equal speed — both to Noritz and to the prospective
customer.
The revamped program operates as follows:
•If not already a PROCard member, a contractor must
register on the program website.
•A homeowner contacting Noritz online or by phone will
have the option of selecting one or more installers on
the brand’s website. Contractors will be listed
according to their Noritz Power Rankings, which will
reflect the depth of their involvement with the brand,
its products and programs.
•As an alternative, the prospect can ask Noritz to
recommend potential installers in his or her locale.
Noritz will select up to five, based on their Power
Rankings.
•If selected by the prospect or Noritz, the contractors
will be immediately notified.
•The contractor accepts/rejects the lead online or —
more quickly — via the app.
•In this first-come/first-served program, a contractor’s
accepting the lead will automatically foreclose that
opportunity for the other, selected contractors.
(However, the consumer has the option of contacting
multiple contractors to submit bids.)
•Once the contractor who accepted the lead completes the
installation or the service work, he registers the
activity by going online or by scanning a QR code on the
water heater with his smart phone. The QR code feature
is new for Noritz.
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Each registered installation boosts the contractor’s
Power Ranking, which is based on a number of other
criteria as well:
•Customer reviews: In the past, a customer would need to
go online to complete a review of a contractor’s work,
usually at his request. Under the new PROCard program,
an email will be sent to the homeowner with a link to
rate the installation. “There should be a lot more
reviews under this new process,” says Fleming.
•Website activity: Every time a contractor logs into the
PROCard site, the system records it — the more, the
better.
•Response time to leads: Noritz will be able to track
the interval between contractor acknowledgement and
acceptance/rejection of the lead — the faster, the
better.
•Training activity: Contractors will receive credit
every time they attend a Noritz workshop in person or
take an online course on the Noritz University website.
“Our Product Trainer Team will soon launch a campaign to
train as many contractors as possible nationwide,” says
Fleming, “and we look forward to crediting those trades
people for their participation.”
A vital component of this new program is, of course, the
ready availability of qualified, homeowner sales leads.
Noritz currently receives several thousand leads per
week through a variety of channels: telephone, e-mails,
online chat, advertising, and trade show and home show
exhibits. All such leads, regardless of source, will now
be routinely processed through a single program: PROCard.
“We cannot predict the precise impact on an individual
contractor’s business because of all the variables
involved,” says Fleming. “But with the internal changes
we have made and our ongoing efforts to drive consumers
to our website, the number of leads flowing through our
system to contractors should rise substantially.”
Fleming recognizes that the PROCard program’s shift in
emphasis from rebates to leads is a bit unusual for the
plumbing industry. But numerous conversations and
focus-group discussions with Noritz installers in recent
years have left him no doubts: “Contractors love and
want the rebates, and we certainly understand that,” he
says. “But what makes the biggest impact at the top and
bottom lines of their businesses is getting more work in
the form of more tankless installation and servicing
opportunities. The need for good leads in this business
is strong and constant.”
For more information on the Noritz PROCard Program,
visit
http://procard.noritz.com/procard/.
To download the PROCard app for Apple, please visit
https://itunes.apple.com/us/app/procard/id1110311645?mt=8.
NORITZ AMERICA CORPORATION, a subsidiary of
Noritz Japan, has corporate offices in Fountain Valley,
Calif., and Atlanta, offering a full line of tankless
water heaters to meet the hot water demands of
residential and commercial applications. Noritz supports
its products with a national network of skilled
representatives and employees who are committed to
providing the finest products and services to our
communities by helping consumers live in a more
comfortable, efficient and healthy lifestyle.
For more information on Noritz America and the entire
line of Noritz’s ENERGY STAR® tankless water heaters,
please call (877) 986-6748 or visit our website at
www.Noritz.com.
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