The Challenge: Driving Inbound Leads & Scaling Revenue
Unique Indoor Comfort wanted to strengthen its digital presence to fuel growth in the Greater Philadelphia Area. The goal was to create a marketing strategy that educated potential customers while reinforcing UIC’s reputation for superior service.
The Solution: A Data-Driven Digital Strategy
Brolik took on the challenge head-on. By conducting in-depth industry research, analyzing audience behavior, and understanding seasonal business trends, we built a digital marketing strategy that would fuel year-round lead generation
- A strategic marketing plan aligned with UIC’s seasonal HVAC demand cycles
- A full website overhaul to improve conversions and customer experience
- Content marketing and SEO to educate users and drive organic traffic
- Paid social media and display advertising to capture leads at the right time
- End-to-end lead tracking solutions to ensure lead quality and profitability
Record-Breaking Growth & Expansion
With Brolik’s support, Unique Indoor Comfort doubled its annual revenue, expanded into a new region, and added a second location.
Graham Lucard
General Manager
“Sales and inbound leads have improved dramatically since Brolik was first engaged. Their consistent communication, responsiveness, and ability to work within strict parameters justify the investment and make them a valuable partner.”
Scaling To New Markets
By 2020, UIC’s success positioned them for aggressive expansion. Their parent brand acquired 11 additional HVAC businesses between 2020-2022 to establish a broader geographic presence. To ensure consistent marketing success across these new locations, UIC and Brolik collaborated to develop a scalable marketing playbook, helping the acquired brands thrive in new markets.
Using Seasonality to Guide Strategy
The HVAC industry is highly seasonal, with a peak season for cooling system installations and maintenance in the spring, a spike in emergency service demand during the summer and winter, and preemptive heating system maintenance during the fall. To align with these customer needs, we built a seasonal digital marketing strategy that created targeted editorial calendars and integrated campaigns designed to maximize lead generation at critical times of the year.
- Paid Social Media & Display Ads – Targeted high-intent customers with seasonal campaigns
- Email Marketing – Personalized follow-ups and promotions
- Website Updates – Optimized landing pages for seasonal services. We even developed a multi-season animation on the home page to show changes based on weather and seasonality.
Educating Customers with a Content Hub
UIC is an expert in all things HVAC, and we wanted to showcase that expertise while delivering value to customers. We developed a comprehensive content hub, later branded as HVAC University, that provided in-depth guides and FAQs on heating and cooling systems.
Driving Customer Demand With Our Mini-Split Campaign
We identified an emerging trend — split-type air conditioners, popular in Europe but underutilized in Philadelphia’s older homes. Mini-split ductless systems are a lesser-known solution for adding climate control to a home that doesn’t already have ductwork installed. Our targeted content strategy around this alternative led to a surge in search rankings, click-through rates, and conversions. This awareness campaign achieved a 3.85% conversion rate and a $94.85 CPA ($94.85 to acquire a new customer = profitable).
Saving Big: Converting From Oil to Gas
Our second campaign was focused on another key concept - converting out-of-date oil-burning systems to more efficient, cleaner Natural Gas systems. This saves money, removes the need to schedule heating oil deliveries, and is better for the environment. Our ads and landing page leaned into these ideas. We were driving leads at a 5.15% conversion rate and a $164.61 CPA.
Implementing End-to-End Lead Tracking
Generating leads is one thing. Ensuring they’re properly handled is another. Initially, UIC relied on an outdated, error-prone system to distribute leads to sales reps. We audited the sales funnel and identified bottlenecks. Based on our findings, we implemented CallRail and advanced analytics to streamline lead management, improving sales team efficiency and conversion rates. We also helped in the transition to Service Titan, an improved CRM to facilitate better lead tracking, reporting, and customer follow-ups.
Revamping the UIC Website for Growth
Digital marketing and web design are intrinsically linked. In 2019, we redesigned UIC’s website from the ground up, leveraging three years of insights to create a platform that converted more visitors into customers.
📈 Result: Significant growth in organic search traffic and conversions since launch.
User-Centric Navigation: Intuitive site structure based on behavioral data
Mobile-First Design: Optimized UX across desktop, tablet, and mobile
SEO Optimization: National and local SEO strategies to increase organic search traffic
Final Milestone: Acquisition by ACE Hardware
By 2023, Brolik had supported four brands under the UIC umbrella and played a strategic role in scaling the company’s digital marketing operations. This sustained growth ultimately led to Unique Indoor Comfort’s acquisition by ACE Hardware, cementing its place as an industry leader. Unique Indoor Comfort transformed into ACE Hardware Home Services, an expansion move for ACE Hardware that took them from brick-and-mortar retail into their customers’ homes.
Brolik - A Growth Partner for the Entire Journey
When we say we grow businesses, we mean it.
UIC went from an underdog in the Philadelphia HVAC market to an industry powerhouse, achieving record-breaking revenue growth, expanding into new territories, and securing a major acquisition.
Graham Lucard
General Manager
“Brolik feels like an extension of our business.”
