Background
A local refrigeration and air-conditioning expert
Greener Race, based in Perth’s Eastern Suburbs, joined Little Aussie in 2019. They shifted from competing on busy online advertising platforms to reaching customers more directly through local community advertising.
The Challenge
Serious buyers vs tyre kickers, increasing travel between jobs
Troy was familiar with using online platforms, such as pay-per-lead and pay-per-click, to get enquiries but found they often attracted price shoppers. He was quoting on all jobs and travelling long distances which was inefficient and made scheduling difficult. Troy was all looking to flatten out the seasonal enquiry roller coaster.
The Solution
A local, focused, and exclusive approach
Little Aussie Communities helped Greener Race take control of their marketing with a local strategy that cut wasted time and improved customer quality.
- Category exclusivity: They were the only air-conditioning and refrigeration business featured in their local areas.
- Local focus: Ads targeted nearby suburbs, reducing travel between jobs.
- Seasonal content: Little Aussie created professional, relevant ads tailored to the time of year.
- Quality leads: Customers coming through Little Aussie were more focused on service quality than just price.
The Results
Less travel, more work, and better quality jobs
- Travel time dropped from 45 minutes per job to about 5–10 minutes.
- The business grew enough to hire more staff and take on apprentices.
- Ongoing maintenance jobs provided steady income through the year.
- Customers were less price-sensitive, leading to better margins and stronger relationships.
"You're going in with an expectation almost like you're representing your company and Little Aussie at the same time, and this means these customers are more open to taking your advice, they're not so price sensitive and looking for quality and reliability."
