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Question: There are all sorts of IAQ products that work well, has anyone reached out or tried to market to nursing homes or extended living facilities or is it too early to market to them at this time?

Gary Elekes; EGIA faculty member and Founder of iMarket Solutions:

Yes, we have but we traditionally do that through our commercial maintenance sales process, as opposed to direct mail or those types of approaches.

Those are really calls we would make through the commercial maintenance side. We’d have that conversation with a nursing home or a hospital or anyone in the medical field, people that are in the radiology business and cancer clinics. Those are calls that we make, and those are personal phone calls.

It’s a different approach. It’s not quite the same as what we’d typically do for residential install or change-out marketing where you can attack a geo-zone.

We have some marketing letters that we’ll send behind the call, certification letters from doctors saying that IAQ is important.

Your marketing approach should be more of a sales approach than a classic marketing funnel.

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