Health Care Market: Page 10. THE HVACR CONTRACTOR’S WEEKLY NE WSMAGA ZINE SINCE 1926 November 4, 2013 | $5.00 | Visit us online at www.achrnews.com, Twitter, Facebook + LinkedIn Geothermal Market to Reach $147.6 Million T he North American geothermal market claimed $102.8 million in revenue in 2012, and is expected to reach $147.6 million by 2017, accord-ing to Frost & Sullivan, a San Antonio-based market research and analysis firm. With heating and cooling accounting for 40-50 percent of power consumption in non-residential buildings, the report highlights the urgent need to increase overall energy efficiency in those buildings. “Geothermal heating and cooling is an excellent way to conserve energy while employing the earth as the chief energy transfer base,” said Konkana Khaund, energy and environment industry manager, Frost & Sullivan. “Despite its huge initial costs, its higher energy efficiency and long-term cost savings are capturing the attention of envi-ronmentally conscious end users.” The study period is from 2009-2017, with the base year being 2012. The forecast period for the study covers 2013-2017. The report identifies open-and closed-loop geothermal heat pumps as the two key segments in the North American geothermal heating and cooling markets. The report acknowledges that the U.S. and Canadian markets will get a boost from legislation such as the Energy Policy Act of 2005 and the Energy Independence and Security Act of 2007, which mandate at least a 30 percent increase in energy efficiency over existing levels. The industry, though, is hurt by the large capital investment typically required to install such a system. “Nonresidential users are in a better position to invest the capital and gain strong returns on investments in just a couple of years,” said Anu Cherian, senior industry analyst, Frost & Sullivan. “However, most end users are inclined towards ‘short-termism’ and do not perceive the long-term benefits of investing in this technology.” • See GEOTHERMAL MARKET | page 5 Understand Your Website’s Visit-to-Lead Conversion By Ben Landers For The NEWS hvac hospitality ASHRAE recently published the second edition of “HVAC Design Manual for Hospitals and Clinics,” which is based on ASHRAE Standard 170. The guidelines were designed to help industry professionals gain insight into what it takes to design safe, reliable, and cost-effective hospital HVAC systems. Learn more on page 14. (Photo courtesy of Dewberry Engineers.) fyi hvac briefs Manufacturers • Geo-Flo Products Corp. (Bedford, Ind.) is celebrating its 25 th anniversary. • Beckhoff Automation LLC (Savage, Minn.) received the Award of Excel-lence from NAIOP (Herndon, Va.) for commercial real estate in Min-nesota in recognition of the com-pany’s new headquarters. • Bradford White Corp. (Ambler, Pa.) earned a Gold Innovation award in the water heaters category by Home Builder Executive magazine. • Emerson Climate Technologies (Sidney, Ohio) will host a free webi-nar, “A Case for Case Control and Electronic Expansion Valves,” at 2 p.m. ET on Nov. 19. • Carrier Transicold (Farmington, Conn.) recently commemorated its 45 th anniversary. • Klein Tools Inc. (Lincolnshire, Ill.) earned five 2013 Pro Tool Innova-tion awards from Pro Tool Reviews. • Gentherm Inc. (Northville, Mich.) named Darren A. Schumacher as vice president of product develop-ment, effective Nov. 18. Continued on page 4 irtually every HVAC contrac-tor understands the impor-tance of having a website, but many treat their websites as if they are digital brochures. Brochures don’t close sales; people close sales. If you want to grow your business, you need to change the way you think about your website. Your website is not a brochure; it’s a sales rep. A well-designed and optimized website has the power to transform your business by generating hundreds — even thousands — of qualified leads per month. But, you’ll never achieve this kind of success unless you become intimately familiar with your website’s key performance metrics. V Visit-to-Lead Conversion Rates Let’s start with one of the most fre-quently overlooked, yet most important, website metrics — your visit-to-lead con-version rate. • See WEBSITE | page 8 DIGITALEDITION THIS ISSUE SPONSORED BY: A contractor is completing a 25-minute job in 1 minute. Find out how easy it is to set up Copeland ™ Condensing Units: Take the 1 minute challenge.