10 Best HVAC Marketing Strategies to Win New Customers
Using smart HVAC marketing strategies will help you bring in new customers, stand out from your competitors, and grow your revenue.
Follow this guide for ten effective ways to promote your HVAC business—complete with tips and tricks to build your brand awareness and attract more customers.
Setting up your Google Business Profile helps potential customers find you when they’re searching for HVAC services in your area.
When you sign up for Business Profile, your HVAC business, services, contact information, client reviews, and more will appear on local search results.
A list of HVAC companies with Google Business Profiles appearing under a search for ‘air conditioning services’ in Boston.
To promote your HVAC business properly on your Business Profile, include:
- Business hours
- Company description
- Photos of past jobs
- Team photos
- Frequently asked questions
- Customer reviews
Collect customer reviews
Reviews from happy customers on your Google Business Profile offer proof that you’ve done great work. Seeing positive customer feedback can help potential customers choose your HVAC services over others.
A few days after the job is complete, call, text, or email your customer to ask if they’re happy with the work. If they are, thank them for their feedback and ask them to leave a Google review.
Pro tip: You can also ask customers for a review on lead generation sites like Yelp or Angi to help your business appear on local searches.
An HVAC website is essential if you want customers to find you online and contact you. It should tell potential customers why they should choose your company, give them details about your services, and let them request work.
To build a successful HVAC website, make sure you include:
- Your business name, logo, and tagline
- Contact information (phone number, email address) and your service area
- The types of HVAC services you offer
- Photos of your HVAC work
- An easy way to request work or book appointments directly from your website
The homepage of Trust Home Comfort Ltd.’s website.
If you’re ready to tackle building your own website, use beginner web design platforms like Wix and Squarespace. You can also hire a web developer to make one for you.
Optimize your website with SEO
Search engine optimization (SEO) is a process that helps more people find and visit your website. It involves making certain improvements to the content and experience of your website so that it shows up higher on search engine results when people search for HVAC services.
Whether you optimize your website yourself or hire an agency to do it for you, here’s what you need to cover SEO basics:
- Add key terms like “furnace and air conditioning repair” or “24-hour emergency services” to your page title and meta description.
- Add your company name, address, and phone number to every page of your website.
- Make sure your website design is simple and mobile friendly.
- Use WhiteSpark or BrightLocal to find the top citation sites to list your HVAC business.
READ MORE: SEO for contractors: an easy guide
If your customers are searching for HVAC services online, they’re most likely using Google to do so. Reach more potential customers by using these low-cost search advertising options.
Use Google’s Local Services Ads
Google’s Local Services Ads can connect your HVAC business with people searching for your services on Google. When people in your service area search terms like “air conditioning repair near me,” your company will show up at the top of search results.
Then, potential customers can contact you directly from the ad. You only get charged for the HVAC leads that contact you, so it’s one of the most cost-effective marketing ideas for HVAC companies.
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Run pay-per-click (PPC) ads
Pay-per-click advertising lets you bid on your target keywords and compete with other companies for the top advertising space on Google’s search results.
Target local and HVAC-specific terms (like “boston air conditioning repair”) so that when someone searches these terms, your ads appear.
To get started, get help from Google Ads for suggestions on the best ad formats based on your goals and budget.
Contractor lead generation websites connect you with customers who are actively looking for your services. Lead generation sites also bring your business added exposure on search engines.
Get set up on one or more of these top lead generation sites for contractors:
- Thumbtack: Thumbtack for contractors showcases your business to customers in your ZIP code, alongside other HVAC businesses nearby. Build your profile with a strong introduction, lots of positive customer reviews and photos of your work to stand out from the competition.
- HomeAdvisor: Use this site to attract customers who need installation, repairs, or replacements for any kind of HVAC system. HomeAdvisor gets customers to fill out a questionnaire, then matches them with your company if you’re a good fit for the job.
- Angi: When you list your business on Angi, you’ll be ranked based on the number of positive client reviews you have. You can also boost visibility by buying ads at an added cost.
A Facebook business page is a free and easy way to improve your online presence and market your business.
Just like your website, a business page on Facebook is a place where potential customers can learn what you can do for them, find your contact information, and request work.
Here’s what to include when you create a Facebook business page:
- Contact information
- Company description
- Profile picture with your company logo
- Cover photo (e.g., your team or decorated truck)
- Business hours
- Photos of past work
- Button that lets customers contact you or request work
Ask your friends, family, and customers to follow you once your Facebook page is up. Then get your current customers to leave a review there. When your page visitors see you have positive reviews, they’re more likely to book you for work.
Impress your clients and win more jobs
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Start sharing original content on your social media profiles to keep followers interested. Making social media content regularly shows potential followers that you’re active and engaged with your community, too.
First, create a social media strategy that outlines what you’ll post every week, when you’ll post it, how you’ll gain more followers, and how you’ll turn followers into paying customers.
Then try some of these post ideas and see what your audience interacts with the most:
- Before-and-after HVAC repair videos
- Videos that show jobs in progress
- Air conditioning tips and tricks
- Interesting news about HVAC trends and new technology
- Client reviews and testimonials
- Company volunteer work
- Special deals or promotions you’re offering
- Fun HVAC memes or video content
Facebook is a great place to promote your HVAC services, but don’t stop there. Once you have a consistent posting schedule, reuse and repurpose your social content for other social media platforms—like Instagram, LinkedIn, Twitter, or wherever your target audience is.
Run paid social media ads
Social media advertising lets you reach more potential clients, target ideal clients, control your campaign budget and timeline, observe results, and make quick adjustments.
Facebook, Instagram, and LinkedIn are the best platforms to run social media ads for your HVAC services. Here’s a quick guide on how to use them for HVAC advertising:
- Instagram and Facebook ads. You can create eye-catching HVAC ads for your audience’s Facebook News Feed, Instagram Stories, and more using Ads Manager. Meta helps you choose the best ads to run based on your specific goals—and lets you target homeowners based on interests, location, and other demographics.
- LinkedIn ads. To get commercial HVAC contracts, target businesses with LinkedIn ads. LinkedIn offers several ad types, including Message Ads that you can send directly into a LinkedIn member’s inbox.
Example of a Facebook News Feed ad that shows up on a user’s homepage
To get more revenue from existing customers, try using email marketing to promote special offers, service upgrades, and new services. Email also keeps your business on your customers’ minds, and can help you build stronger relationships.
Follow these steps to start email marketing to existing clients:
- Plan your content. For every five emails you send to your email list, only one should be a sales message. Focus on educating and informing your readers on HVAC systems. This will help keep them subscribed and engaged—and feel confident in your expertise.
- Offer value. Your emails should always contain something that a client finds valuable. It could be a blog post with air conditioning usage tips, or maybe a discount on your next visit. Whatever it is, your client will only read it if they’re getting something in exchange.
- Write a strong subject line. The subject line is what makes someone open your email, so make it interesting. For example, instead of just saying “Humidifiers installs are 20% off,” say “Save 20% on a humidifier install when you book today!”
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A customer referral program is the best way to encourage your loyal customers to spread the word about your business. Word-of-mouth marketing is effective and referral programs are cheap—you just need to choose the right reward to incentivize your clients.
Here are examples of referral incentives you can offer to your current and referred customers:
- Offer referees $50 off their next A/C maintenance visit, and make a similar offer in the summer for furnaces.
- Offer $100 in cash or credit per closed sale for client referrals.
- Run a contest where referring customers are entered for a grand prize, like a $200 Visa gift card.
Business cards let you promote your services to people you meet in person—and they cost very little to print.
Your business card should include:
- Business name and logo
- A one-line summary of what you do (e.g. air conditioning repair services)
- Your name and title
- Business address
- Email address
- Phone number
- Your website’s URL
Print and hand your business cards out to your neighbors, family friends, and people you meet at networking events.
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Decorate your vehicle with decals or wraps to promote your business while driving from job to job. Vehicle wrap marketing is a great, one-time investment to help you attract potential customers in your area.
Your vehicle wraps and decals should include:
- Business name and logo
- Tagline or sentence with your best selling point (e.g., speedy 24/7 emergency services)
- Phone number
- Your website’s URL
- A simple and eye-catching design with your company colors
Adrian Garcia’s van is branded with a vehicle wrap for his HVAC business, Reliable Kitchen Services.
You can design the decals yourself, or hire a service like 99designs or a freelancer to design them for you. Then, contact a local print shop that does vehicle decor to get them printed and installed.
Experiment with HVAC marketing strategies
Trying and testing different marketing strategies will help your HVAC business grow. Start with one marketing strategy at a time, see what works best for your business.
You can grow and pivot your marketing plan as your business grows and your goals change. Once you know how to get HVAC jobs consistently, you’re set up for success.
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Originally published in May 2020. Last updated on August 3rd, 2022.