Jerry Kelly Heating, Air Conditioning and Electrical likes to meet people where they are. When it comes to booking jobs, that means on the phone, by text message, through a link in an email, online—any way the customer chooses.
“We always want to make sure that we have multiple ways that a customer could reach Jerry Kelly,” said Andrea Wallace, Vice President of Marketing at the St. Louis-area company.
Jerry Kelly runs its scheduling and marketing through ServiceTitan, the cloud-based software for the trades. Marketing Pro and Scheduling Pro, ServiceTitan products that supplement the base software, work together in a seamless integration.
In essence, Marketing Pro campaigns bring attention to the business, and Scheduling Pro helps both the customer and Jerry Kelly get the work on the books.
“The seamless integration makes it so much easier,” said Cindy Roesler, General Manager at Jerry Kelly.
Jerry Kelly’s website has home-page buttons to schedule an appointment online, contact the office via online form, and to reach the company via phone.
If a customer wants to book by phone, Jerry Kelly facilitates that. If they want to book online, they can use Scheduling Pro and book an appointment that fits their schedule.
Wallace said her goal is multiple CTAs (call to actions) within Marketing Pro campaigns.
“A variety of different generations prefer different things,” Wallace said. “We find that our older generation really prefers to call in.
“My generation, I myself will do everything I can not to speak to someone on the phone. I would rather do everything online that I have to. So I think, yeah, it's super important to give them multiple facets to be able to book.”
Flint Group umbrella inspires creativity
Founded in 1977 by Janet and Jerry Kelly, the residential business boasts $20 million in revenue and has 45 technicians and installers. Flint Group, a private equity business, invested in Jerry Kelly in 2024. It is now one of the 13 entities under the Flint umbrella, which includes 61,000 customers.
Wallace’s degree from Lindenwood University (St. Charles, Mo.) is in Entrepreneurship with an emphasis in Marketing. She credits Flint Group and Jerry Kelly management for allowing her to be creative in a trial-and-error world.
“If I feel it’s something worth doing, then we always have the room to try it,” she said.
To her, the attempt is worth the effort. With digital marketing changing and developing, Wallace tries to make sure she understands every facet. Sometimes, she said, the most creative ideas generate the most success.
One of them: A birthday card related to equipment. By tracking past installs on ServiceTitan, Jerry Kelly sends a birthday card when equipment reaches a certain age. Included is an offer to replace or repair. Those who receive the birthday greeting can then use a Scheduling Pro link to make an appointment using real-time availability based on Jerry Kelly’s capacity rules and dispatch board.
Wallace also will have the Jerry Kelly call center make calls using data generated by ServiceTitan, which allows a personal connection that provides benefits.
“Marketing Pro has made it very easy,” she said. “It is easy to gather the audiences, pull the list, send the information out. In my prior experience, it was always difficult to get information out of our systems, and it was a very manual process. ServiceTitan has really just made it a much simpler, easier process.
“Ultimately you can get a much quicker turnaround.”
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Constant communication with customers
Flint Group and Jerry Kelly appreciate applying the multiple facets of Marketing Pro to creative ideas. Those facets include automated emails, from a one-time send to automated drip campaigns running in the background (be they for unsold estimates, system checks or the birthday cards).
Automated drips (a limited amount of emails to customers generated automatically) are especially important in the shoulder seasons.
“That's one of the things about email that I love is that you can have the drip set up in the back,” Wallace said. “That way you're constantly having communication with your customer base.”
And constantly scheduling new business. One of her drips is a monthly filter email, which reminds customers it’s time to change filters. Marketing Pro garners the attention; Scheduling Pro allows the booking. That email about a filter often gets Jerry Kelly back into the home.
“Across the board, it’s really nice to have everything in one area,” Wallace said. “A lot of times (with marketing campaigns outside ServiceTitan) you have to work with multiple platforms, and that can be really difficult. The ability to have it all together makes it a really smooth process.”
