The more HVAC leads you get, the more likely you are to book new work. That’s the idea anyway, but it’s a little more complicated than that. You don’t want any old lead. You want quality leads who will happily buy your services without price haggling.
The way to get these leads is to use the right HVAC lead generation strategies. Here are eight of the best.
How to get HVAC leads
Lead generation and lead management go hand in hand
Before jumping in, just remember that getting leads is only one part of the puzzle. No matter how you’re getting them, you need to save and properly manage your leads to convert them into paying and loyal customers down the line.
The best way to do this is to always record and manage your leads in a CRM (client relationship manager). HVAC CRM software lets you funnel all lead and client information into one place, so you can easily track who to follow up with and retrieve their contact information instantly.
This HVAC CRM keeps a list of client names and details, and lets you tag leads so you can quickly identify who to follow up with. Learn more about HVAC business software.
This saves you a lot of time in the high-demand HVAC industry, where you may struggle to keep up with work requests, tracking leads, and managing existing clients.
You’ll also be able to scale your business, because you have a system in place to efficiently move leads through your sales pipeline.
Our 100% free Job Toolkit makes creating, winning, tracking, and getting paid for jobs fast and easy. Plus, you can keep track of customer information with our easy to use CRM.
Create your free Job Toolkit account:
8 ways to get more HVAC leads
1. Grab your free GMB listing
HVAC prospects use the internet to find local HVAC companies near them. And one of the easiest ways to get found in local search is to create your free Google My Business (GMB) listing.
Yes, GMB is totally free so before you spend money on paid advertising, an SEO expert, or some other HVAC marketing strategy, set up your free account.
Here’s a Google Business listing for Guest Plumbing & Heating. You can create your GMB listing for free, too.
To get started, visit the Google My Business page, choose “Manage Now,” and click “Add your business to Google.” Next, add your business details like your business name, choose a service area, and verify your account.
A few things to focus on to make sure you appear high in the search results is to:
- Fill out your primary business category when completing your GMB profile. Use something like HVAC contractor or Air Conditioning contractor (the most common primary GMB categories).
- Add additional relevant service categories to your listing (e.g., heating contractor) to help you rank. Use a tool like GMBspy to get an idea of what other categories you can add.
2. Add an online booking form to your website
Clients can request or enquire about new work at a time that’s convenient for them without having to call or email. And you can use the information they submit to easily create a price estimate.
Here’s an example of how Hometown Heating uses booking forms on their site. After clicking on “Request a Free Quote” or “Book a service” on their homepage, you see this new request work form.
Pro Tip: To add an online booking form to your site, use online booking software.
3. Use a client hub for returning clients
When it comes to getting leads, don’t ignore your existing clients. Repeat customers are 50% more likely to try new services and spend 31% more than new customers over time.
Even if they aren’t net-new leads, they’re hot leads if you want to book more work.
Make it easy for clients to request new work by giving them access to a self-service portal. Jobber’s client hub, for example, lets your clients view past work, approve quotes, pay online— and of course, request new work.
Also, if you don’t make it easy for your past clients to book with you, you could lose them to a competitor, therefore losing a lead.
4. Use lead generation websites
Lead generation websites are platforms that will help you get more leads. A few examples include TaskRabbit, Thumbtack, Home Advisor, and Angi (formerly Angie’s List).
It’s a bit hit or miss when it comes to getting results from these platforms. Success seems to vary based on factors like services offered, region, market, or how technical your trade is.
For example, Angi and Home Advisor seem to be more suited to those in a technical trade like HVAC, whereas TaskRabbit and Thumbtack are better suited to non-technical trades like lawn care or window cleaning.
That said, don’t be afraid to experiment with a few platforms to see what works for your business.
To learn more about lead generation platforms, read our short guide on the best lead generation platforms for contractors.
5. Invest in Google LSA
Google Local Services Ads are digital ads that local service businesses like HVAC professionals can use to get more leads.
These ads appear in Google search results above organic search and regular Google ads. For example, a lead who searches for “HVAC services in Chicago” may see something like this:
Each ad includes contact information, operating hours, a review score, and a Google Guaranteed badge (a vote of confidence from Google which says you’re a trustworthy HVAC business).
Local businesses are increasingly using these ads because they realize that more and more clients are using Google to search for local companies. Google LSA helps put these businesses in front of hot prospects.
Google LSA also lets you control your monthly advertising budget, whether it’s $50 or $500, making it an ideal platform for those starting with Google advertising.
6. Create a referral program
When prospects are looking for a local business to get a job done, they will often ask for recommendations from family and friends and on social media.
Do amazing HVAC work, and you’ll invariably be referred from one person to the next.
But, even though referrals are often organic, you can influence how many you get. Simply create a referral program by following four simple steps:
- Work out where existing referrals are coming from by asking
- Incentivize clients to give more referrals, e.g., a $30 gift card
- Communicate that you have a referral program to everyone
- Request online reviews to make your business more trustworthy
7. Build a system to get more reviews
Prospects read online reviews when deciding which service provider to use. The more positive reviews you have, the more leads you’ll get. Some HVAC professionals expect to do fantastic work and just get those reviews. But it doesn’t work like that.
Despite a customer loving your work, raving about your service, and having the best intentions to leave a review, they often don’t. Life gets in the way, they forget, and oftentimes they don’t leave a review because it feels like a lot of effort.
The solution? Make it easy for customers to leave a review and implement a system to guarantee a healthy volume of reviews.
Follow this four-step process to get more reviews:
Step 1: Let customers know you’ll ask for a review after the job, so they expect it
Step 2: Deliver excellent work (we know you always do)
Step 3: Ask for a review on the invoice, in person or via email after the job is complete
8. Promote your business on Nextdoor
Nextdoor is a social media platform for local communities, with a user base of mostly homeowners. People join to connect with others nearby, find a local business or chat about local events.
On top of that, the platform is hyper-local, promotes honest recommendations, and discourages blatant promotion. As an HVAC professional, you can use Nextdoor to promote your business by:
- Introducing it to the community
- Providing expert advice by answering any questions prospects may have
- Responding to recommendations and getting more by sharing your Nextdoor business page on invoices and email signatures
- Creating Nextdoor ads, which include Neighbourhood sponsorships, local deals, and organic business posts (free) to provide helpful information to prospects and position you as an expert.
READ MORE: Why You Should Advertise on Nextdoor
Start getting quality HVAC leads
To get quality leads for your HVAC business, you need to use proper lead generation strategies like Google My Business, Client Hub, Google LSA, lead generation platforms, referral programs, and Nextdoor.
Do you need to use all the strategies at once? No. The key is to start with a few, see how things go, and adjust as needed. For example, maybe you discover that lead generation sites aren’t working, but your GMB listing generates fantastic results.
Regardless of what strategies you do end up using, just remember to use an HVAC CRM to properly manage your leads so that you generate as much business out of every customer as possible.
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