Grab a cuppa. Let me tell you about a Hornby insulation crew. They ranked citywide and still had a thin winter. Sound familiar?
Two years ago a Hornby insulation company rang me. Fifteen years fitting ceiling and underfloor. Two crews and a truck.
They ranked well for "insulation Christchurch". Looks like a win. Their job book said otherwise. Plenty of small one-off jobs, no steady base.
National retrofit outfits were hoovering the easy work. Big budgets, call centres, and a van in every suburb. The owner was doing his nut.
Their real book sat in two places nobody had built pages for. Landlords needing Healthy Homes compliance before a tenancy renewal. And Riccarton and Ilam student flats, where every flat needs the same certificate.
Then there was the growth. Rolleston and Rangiora subdivisions going up faster than anyone could quote them.
None of those people typed "insulation Christchurch". They typed "Healthy Homes assessment Riccarton". Or "underfloor insulation Rolleston". Or "rental insulation compliance Rangiora". Different suburbs. Different reasons. Different money.
So we dropped the citywide chase. We built a landlord compliance page. A Riccarton and Ilam student flat page. A Rolleston and Lincoln new-build page. A Rangiora and Kaiapoi page.
Then we did the one that changed everything. A page for property managers, who book twenty flats at a time rather than one.
Twelve months later winter stopped being thin. Enquiries rose 90 percent and repeat property manager work became half the book. Average job went from 2,400 dollars to 6,800 as multi-property contracts landed.
Their "insulation Christchurch" ranking barely shifted. Nobody noticed. The trucks stayed close to Hornby and the diary filled. That is the whole point.
Christchurch is not one Google. It is five hubs and two growing districts. Give us a yarn and we will show you where you really stand.
