If You’re Only Running Ads, You’re Losing Money
If you run a Culligan dealership, chances are you’re spending money on Google Ads, Facebook promotions, or direct mail to get new customers. Those things work, but only in the short term. The moment you stop paying for those ads, the leads dry up. Sound familiar?
That’s because short-term advertising isn’t the same as brand-building. The difference? Branding keeps customers coming to YOU without you having to constantly spend more money chasing leads.
Want to dominate your local market? You need three key things:
Visibility (Share of Voice) – You need to be seen more often than your competitors.
Memorability (Creative Quality) – People need to remember and trust your dealership.
Consistency (Time & Patience) – The dealerships that stay in front of their market the longest win.
Let’s break it down.
1. If You’re Not the Loudest in Your Market, You’re Losing Customers
Ever wonder why some Culligan dealers seem to get all the calls?
It’s not luck, it’s Share of Voice (SOV). The dealers that dominate Google rankings, social media, and word-of-mouth referrals are the ones customers think of first. Research shows that the more people see your brand, the more likely they are to trust and buy from you.
What This Means for You:
If you only advertise occasionally, you’re invisible when customers actually need you.
The dealerships that spend more on marketing than their competitors gain more market share over time (this is why the biggest dealers in your territory stay big).
Cutting your marketing budget during slow seasons is the fastest way to shrink your business. The dealers that keep showing up even when demand dips are the ones that come out stronger.
2. Creative Branding That Stands Out Is Key to Building a Strong Brand
It’s not just about spending money, it’s about creating creative ads that capture attention and stick with people.
Let’s be real: People remember ads that stand out. If your ads don’t catch attention or resonate with people, you’re missing out on long-term customers.
How to Build a Memorable Brand in Your Local Market:
Use attention-grabbing ads that break through the noise—think bold, memorable visuals that stick in people’s minds.
Make sure your website looks clean and modern (if it looks like it was made in 2010, people will assume your service is outdated too).
Get professional photos—real images of your team, trucks, and installations build trust.
Respond to online reviews! A dealership with 50+ reviews and a 4.7-star rating will get more calls than one with only 10 reviews, even if their service is just as good.
3. Brand Growth Takes Longer—But It Pays Off Bigger
Facebook is one of the most powerful tools for both direct response and brand awareness. It has greater reach than any other media aside from YouTube, making it a unique platform that can drive both short-term leads and long-term brand recognition.
Big companies know this. That’s why they spend 60% of their marketing budget on long-term branding and only 40% on quick, lead-generating ads.
How to Use Facebook for Both Quick Wins and Long-Term Growth
Short-term direct response ads (Google, Facebook lead ads, promotions) = Fast lead generation but requires ongoing spend.
Brand marketing (Facebook video ads, community engagement, long-form content) = Builds trust and recognition over time, leading to more organic sales.
The best Culligan dealerships balance both. If you only run short-term ads, you’re in a cycle of constantly paying for every new customer. When you build a brand, customers come to YOU without needing to see an ad first.
Is Your Brand Strategy Helping You Grow—Or Keeping You Stuck?
Most Culligan dealers waste money on marketing that doesn’t build a brand.
Ask yourself:
Are people searching for my dealership name on Google? (If not, you don’t have a real brand yet.)
Am I spending money every month just to keep leads coming in? (Or do customers come to me because they already know my name?)
Do I have attention-grabbing ads or do I rely on the same generic messaging as everyone else?
If you’re only focused on short-term advertising, you’re making your business work harder than it has to.
Find out if your brand is set up for long-term success!
Click here to see if you qualify for a free Brand Assessment find out if your marketing is actually setting you up for future growth—or if you’re just throwing money at ads with minimal long-term gain.
