← All work/ Case study · Home services
A radio contest that built a list of homeowners who asked to hear from you.
Legacy Heating, Air, Plumbing & Electrical and 95.3 MNC turned an on-air story into a contest that built a small, well-qualified list: every opt-in a homeowner, and over half expecting to need service within a year.
- 47Unique entrants
- 31.9%Opted in to hear from Legacy
- 15 of 15Opt-ins who own their home
- 01Problem
- 02Insight
- 03Idea
- 04Connected campaign
- 05Result
01 · The problem
The client
Legacy Heating, Air Conditioning, Plumbing & Electrical, serving homeowners across Michiana.
The problem
Home services is a trust purchase, and most people only think about their furnace or AC when it breaks. An ad can make a promise; it can’t show the work.
The goal
Build trust before the emergency, and turn listeners into contacts Legacy owns and can follow up with.
02 · The insight
Nobody leans in for an HVAC ad. Everybody listens when a host they know is dealing with a real comfort problem at home.
03 · The idea
The Legacy Comfort Challenge: a 95.3 MNC story with host Jon Zimney built around real comfort problems at home, with a contest for an annual Legacy maintenance package.
04 · The connected campaign
Every piece hands off to the next.
- Create
A story instead of an ad
A familiar host and a real home at the center, with Legacy as the people who fix it.
95.3 MNC · Jon Zimney
- Convert
The entry form does the qualifying
Entrants said whether they own their home, what service they are likely to need and when, and chose whether to hear from Legacy.
Contest entry · opt-in · lead questions
- Be Found
Bonus entries bring people to Legacy
Extra entries for visiting Legacy’s website, following on Instagram and liking on Facebook. 21 entrants took at least one of those actions; 12 took all three.
Website · Instagram · Facebook
- Nurture
Follow-up by need, not one blast
The opt-ins split in two: 8 expecting service within a year get service and scheduling offers; 7 still researching get maintenance tips until a need shows up.
Segmented follow-up plan
- Learn
Read it directionally, act on it specifically
Air conditioning, routine maintenance and heating led the stated needs, so each contact hears about the service they asked about.
Entry analysis
05 · The result
This is what "it worked" looks like.
- 47Unique entrants, 46 of them homeowners
- 15Opted in to hear from Legacy (31.9%), all homeowners
- 8 of 15Opt-ins expecting to need service within a year; 4 right now or within 3 months
- 21Entrants who visited Legacy’s site or followed on social
The win wasn’t list size; it was list quality. Fifteen homeowners who raised their hand and said what they need are worth more than a pile of anonymous impressions, as long as someone follows up.
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