How we built a home services brand from the inside out.
Used data portrait analysis to deliver a 10-to-1 ROI for NJR Home Services (NJRHS) — a subsidiary of New Jersey Resources selling, installing, and servicing home heating, cooling, and solar systems across New Jersey.
Built-in trust. But no identity of its own.
NJR Home Services (NJRHS) sells, installs, and services home heating, cooling, and solar systems across New Jersey. As a subsidiary of New Jersey Resources, a Fortune 1000 gas utility, NJRHS had built-in trust but needed its own identity in a saturated market. It also needed to grow its signature Total Comfort Plan among homeowners who didn't yet have a warranty or immediate need for HVAC repair.
Two overlooked truths.
Princeton Partners uncovered two overlooked truths about NJRHS and its market.
Comfort isn't a product feature—it's the reason people pick up the phone.
NJRHS had been marketing the Total Comfort Plan to a fraction of its real opportunity.
A brand voice rooted in comfort.
Princeton Partners built NJRHS a brand voice rooted in comfort: warm, direct, and distinct from its parent company. On the data side, the team conducted a data portrait analysis of the customer base to build high-propensity look-alike audiences, then activated persona-driven creative across digital, email, video, and direct mail.
The Creative.
Lisa Fury said it best.
Princeton Partners has help us craft our brand story in a way that has measurably moved the needle.
Service completed. Comfort delivered.
"Princeton Partners has help us craft our brand story in a way that has measurably moved the needle."
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