Digital Marketing
The Best Advertising Methods for Elevator and Escalator Companies
In 2025, the elevator and escalator industry is one of Iran’s most competitive markets. More than 3,500 companies are active in elevator manufacturing, installation, servicing, and renovation, and more companies enter this field every day. In such a market, if your advertising is not “targeted” and “based on customer segments,” your budget will simply be wasted without producing results.
In this fully SEO-optimized and up-to-date article, we provide exactly what has worked in practice: a customer segmentation model for elevator services + the best advertising channels for each segment + precise execution tips + a suggested budget + sample ad copy and examples of successful real campaigns.
We wrote this article based on two real models that have been implemented for years by major elevator companies in Iran:
- Segmentation based on service type (renovation, servicing and maintenance, turnkey installation, escalators, and so on)
- Segmentation based on customer and product type (standard residential, semi-luxury, luxury, commercial, industrial, hospital, government, and so on)
1. Why Do 90% of Elevator Companies Waste Their Advertising Money?
Because they all do the same thing:
- Google Ads on broad keywords such as “elevator” or “elevator installation”
- Instagram with photos of luxury elevator cabins for everyone
- Divar with the title “Affordable Elevator”
The result? A cost per click of 400,000–600,000 rials, but 95% of leads are low-quality or outside the service area.
The solution is just one phrase: precise segmentation + selecting the right channel for each segment.
2. Complete Customer Segmentation Table for Elevators and Escalators (2025 Implementation Model)
| Row | Main segment | Subsegment | Specific audience | Best access channels (in order of priority) | Key point in the offer (Unique Selling Point) | Suggested monthly budget (rials) |
|---|---|---|---|---|---|---|
| 1 | Elevator renovation | Older residential buildings | Managers of buildings constructed 15–30 years ago | 1. Local SEO 2. Google Ads (keywords such as “elevator renovation + city/area name”) 3. Divar and Sheypoor 4. Local flyers | Fast execution + low price + economy package + promotional discount | 250–450 million |
| 2 | Elevator renovation | Semi-luxury buildings | Managers of buildings constructed 8–15 years ago | 1. Local SEO 2. Google Ads 3. Divar 4. Instagram (Stories + Reels of before-and-after projects) | Speed + quality guarantee + competitive pricing + semi-luxury package | 350–600 million |
| 3 | Elevator renovation | Luxury buildings | Managers of buildings larger than 150 square meters | 1. In-person visits + suitable occasion gifts 2. Occasion-based SMS 3. Networking with interior architecture firms 4. Events in luxury towers | Lifetime quality guarantee + luxury portfolio + custom design | 600 million–1.2 billion |
| 4 | Servicing and maintenance | Standard and semi-luxury buildings | All building managers | 1. Local SEO 2. Google Ads 3. Divar 4. Door-to-door flyers 5. Bulk SMS to building managers | Economy package + 30% discount on annual contracts | 200–400 million |
| 5 | Servicing and maintenance | Luxury buildings | Managers of luxury towers | 1. Regular in-person visits 2. Networking with tower management companies 3. Occasion-based SMS and WhatsApp messages 4. Dedicated events in the tower | VIP service + monthly digital reports + 48-hour repair guarantee | 500 million–1 billion |
| 6 | Turnkey residential installation | Regional and mid-sized developers | Developers with 1–10 projects per year | 1. Phone calls from a developer database 2. On-site visits + catalog 3. Google Ads 4. Divar Pro | Competitive pricing + precise schedule + semi-luxury package | 400–800 million |
| 7 | Turnkey residential installation | Top and mass-market developers | Developers building more than 500 units per year | 1. Networking with architecture firms and luxury real estate consultants 2. Construction industry exhibitions 3. LinkedIn outreach to project managers 4. Dedicated events | Strong portfolio + free technical consultation + guaranteed delivery schedule | 1–3 billion |
| 8 | Commercial elevators | Medium-sized commercial complexes | Boards of trustees of complexes with 20–100 commercial units | 1. In-person visits + catalog and gift 2. Networking with the project developer 3. Follow-up SMS and calls 4. Local Google Ads | High quality + reasonable price + financial advantage (extended installments) | 500 million–1 billion |
| 9 | Hospital and industrial elevators | Hospitals, factories, and warehouses | Hospital/factory technical and procurement managers | 1. Official correspondence + expression of interest 2. Attendance at industrial and medical exhibitions 3. LinkedIn 4. Contacting project managers | High safety standards + international certifications + 5-year warranty | 800 million–2 billion |
| 10 | Escalators | Commercial, metro, and airport projects | Main contractors of major projects | 1. Vendor lists of major companies 2. Setad Iran tenders 3. Exhibitions 4. Direct contact with contractors’ CEOs | Portfolio of similar projects + competitive pricing + fast delivery | 1.5–5 billion |
| 11 | Government and semi-government customers | Housing cooperatives, the Housing Foundation, and municipalities | Government procurement and project managers | 1. Registration on the Setad Iran system 2. Official correspondence and in-person follow-up 3. Vendor lists 4. Networking with middle managers | Portfolio of successful government projects + low price + extended payment terms | 1–4 billion |
3. Best Advertising Methods for Each Segment (Detailed 2025 Execution Guide)
Segments 1 and 2 – Elevator Renovation (Standard and Semi-Luxury)
- Suggested local SEO long-tail keywords: “elevator renovation in Saadat Abad,” “replacement of old elevator in Tehranpars,” “price of renovating a 4-stop elevator,” “elevator renovation company with a warranty”
- Google Ads campaign: – Precise location targeting (a 15-kilometer radius around the office) – Exclude luxury keywords (audiences interested in “luxury,” “villa,” and “penthouse”) – Daily budget of 15–30 million rials → usually 15–30 genuine leads per month
- Divar: Suggested ad title: “Complete renovation of a 4–6-stop elevator for only 2.9 billion + 18-month warranty + installation in 10 days”
- Instagram: Before-and-after project Reels + daily Stories from inside the elevator shaft
Segment 3 – Luxury Building Renovation
- Digital marketing does not work here! The best method is a VIP sales team (2–3 well-dressed representatives with suitable cars) that visits 10–15 luxury towers every week.
- Suggested gift: a chocolate and desk-calendar pack with a logo + a metal [item] + a full-color catalog featuring photos of projects such as برج آصف, Rolex, Roma, and so on.
- Occasion-based SMS (Eid, Father’s Day, Engineers’ Day) with the following text: “Dear Mr. [Name], respected manager of [Tower]…, the [Company] team is ready to provide a free inspection and a special proposal for renovating your tower’s elevator.”
Servicing and Maintenance Segment
- The best tool is elevator service software (such as Asansorkar or online monitoring). Send a digital report to the building manager every month → 95% contract renewal rate
- The “30% discount on annual contracts” campaign performs very well on Divar and Google Ads.
Turnkey Installation Segment (Developers)
- A database of Tehran developers (at least 3,000 active numbers) is vital. The cost of purchasing the database is approximately 150–250 million rials.
- 100 outbound calls per week → at least 8–12 project inspection appointments
- Visiting the project site with a catalog, a flash drive containing the portfolio, and a 3D sample is highly effective.
Escalator and Major Projects Segment
- Be sure to have a booth at the Midex Exhibition, Construction Industry Exhibition, and Hospital Construction Exhibition (even a 12-square-meter booth).
- Print the portfolio of escalator projects at the Tehran Metro, Iran Khodro, Palladium Shopping Center, and Imam Khomeini Airport in color on A3 paper and bring it with you.
4. Realistic Suggested Budget (Based on the Experience of Successful Companies in 2025)
| Company level | Monthly advertising budget | Monthly number of leads | Cost per genuine lead |
|---|---|---|---|
| Small company (up to 10 employees) | 300–600 million rials | ۲۰–۴۰ | 12–18 million rials |
| Medium-sized company | 800 million–1.5 billion rials | ۶۰–۱۲۰ | 13–20 million rials |
| Large company/brand | 2–6 billion rials | ۱۵۰–۴۰۰ | 10–15 million rials |
5. Essential Tools You Must Have
- Google Analytics + Search Console
- Dedicated SMS panel
- Simple CRM (Pars Vtiger or Asansorkar)
- A dedicated landing page for each segment
- Professional Google Ads account (with a consultant)
6. Conclusion and Practical Checklist
If you want to make your advertising targeted today, take these 7 steps this week:
- Print the segmentation table above and put it on the office wall.
- Create a separate landing page for each segment.
- Allocate the budget according to the table above (at least 60% to the 2–3 main segments).
- Assign one person solely to follow up on leads.
- Review the cost/lead/sales report every month.
- Test a new segment every three months.
- Never spend money on broad keywords!
If you found this article useful and would like the complete segmentation Excel file, the manufacturers’ database, and sample ad copy, write “file” in the comments and I’ll send them to you.
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