The proof is in last month’s article click rates. The most popular article, Will Shutting Vents Cut Your Energy Bill? explained why shutting too many vents can cause problems in your HVAC.
The article worked because it delivered an “ah ha!” moment to viewers who thought they were saving money by closing off HVAC vents in their home.
You wouldn’t expect an energy-efficiency story to be contentious, but this one was. One viewer suggested the article was funded by oil companies. Ironically, there was also an email from a viewer with an oil company email address arguing that shutting vents couldn’t possibly harm the HVAC.
A few days later, a viewer wrote one of our Realtor clients and said the article was spot on. He’d had to pay $6,000 to remediate mold caused by shutting off about half the vents in a home.
You Have Backup
Things that influence a homeowner’s wallet will engage them. Another very popular story in August looked at changes coming to the FICO score this fall. FICO Changes Score Calculations: Will Your Score Rise? highlighted what’s changing in FICO, when those changes will happen and why mortgage credit likely won’t be immediately affected.
Explaining the details of the change (and the likely influence on how much homeowners have to pay for credit) positioned you as an expert in consumer credit.
Any time you explain something complicated, people are going to have questions. When that happens to you, I’m here to back you up.
You can send question to me at firstname.lastname@example.org and I’ll draft a response for you to send to the client.
-Dona DeZube is Chief Content Officer for HomeActions.