Connect with a Marketing Expert
On October 22, Superpath hosted Butcher Distributors’ territory managers and HVAC dealers at Covey Rise Lodge in Louisiana. Broccoli joined us for the day, along with Superpath’s Ryan Files, Head of Sales and Marketing, Cole Willis, VP of Sales, and Riley Qualls, Customer Success Manager. We started with coffee and breakfast before getting into a question every dealer in the room could relate to: When a homeowner’s AC quits on a 97-degree Saturday, who gets the call?
Who Gets the Call?
That was the premise of Superpath’s presentation, Who Gets the Call? We followed Jennifer, a homeowner facing that exact situation, and looked at how her search for help might play out ten years apart. In the 2016 scenario, Jennifer Googles “AC repair near me” and calls three companies. In 2026, she asks ChatGPT for a recommendation, checks the company’s reviews, and makes just one call. For the dealers in the room, the question was how to be the company Jennifer chooses.
Turning Marketing Data Into Action
We talked about what dealers can control, from keeping their business listings accurate and earning recent reviews to tracking what happens after the phone rings. One example came from Hayes Air Experts. By connecting its marketing data to its field service software, Hayes traced $287,501 in revenue to organic search and its Google Business Profile in about 11 weeks. It also identified $461,171 in expired quotes its team could revisit. For independent dealers competing against companies with larger budgets, knowing which channels bring in profitable work and which customers are still worth a follow-up can help them decide where to spend their next dollar or hour.
We left dealers with a few things they could do Monday morning: check who Google and ChatGPT recommend in their town, review their last 90 days of revenue by lead source, and make it a habit to ask for a review after each completed job. Broccoli then picked up where our session left off, sharing how its products can help contractors turn incoming calls into booked jobs.
Connecting Beyond the Presentation
After the presentations, everyone sat down together for a meal prepared by the resort chef. Then we headed to the Flight Deck, where we spent a few hours shooting clays, throwing axes, and taking swings at the driving range. The lodge grounds were beautiful, and the afternoon gave us time to get to know one another between turns.
Over the past year, we’ve looked for opportunities to bring Butcher’s territory managers, the contractors they support, and our Superpath team into the same room. Covey Rise showed why we keep doing it. Dealers went home with ideas they could put to work. Territory managers could carry those conversations into their next dealer visit. And our team got to spend a day alongside the people we’re here to support.
Thank you to Butcher Distributors for a year of partnership, to Broccoli for sharing their expertise, and to every territory manager and dealer who spent the day with us.
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