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10 Best HVAC Marketing Strategies to Win New Customers

March 9, 2024 9 min. read
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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.

Need more inspiration? Check out this video to get ideas for low-cost marketing strategies—straight from experienced business owners:

1. Set up your Google Business Profile

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 preview of HVAC companies in Boston with Google Business Profiles
A list of HVAC companies with Google Business Profiles appearing under a search for ‘air conditioning services’ Boston, MA

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

READ MORE: How to build an online presence for your business: 4 low-cost steps

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.

2. Build an HVAC website that highlights your work

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 HVAC 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
Trust Home Comfort website homepage
The homepage of Trust Home Comfort Ltd.’s website Edmonton, AB

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.

Once you have your website set up to get people to contact you, make sure you have a good customer relationship management (CRM) software to organize all of those incoming requests.

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 your HVAC 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.

3. Advertise on Google

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 types of HVAC ads on Google:

  1. Google’s Local Services Ads connect your HVAC business with customers in your area searching for HVAC services. You only get charged when someone contacts you.
  2. Pay-per-click ads, like the text-based Google Search Ads and image-based Google Display Ads, charge you when customers click on your ad.

4. Use the right lead generation websites

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.

READ MORE: Angi vs HomeAdvisor: which lead generation service should you use?

5. Create a Facebook business page

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
Facebook page for Cam Cool Refrigeration

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.

6. Share social media content that keeps followers interested

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
A Google search for “DIY A/C repair” in one panel, and a burning A/C unit in the next panel. The Google search is “How it started” and the A/C burning is “How it’s going”

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.

READ MORE: 7 ways to use social media to build customer relationships: tips for each platform

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. 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 goals and target homeowners based on interests and location.
  • 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
Example of a Facebook News Feed ad that shows up on a user’s homepage

7. Promote to existing clients with email marketing

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!”

To send effective marketing emails faster, use a tool that prepares email templates and audiences for you.

When you use Jobber to create email campaigns, you can choose from premade templates that are built for specific goals and customers—and that include your company branding.

A customer re-engagement email from a landscaping company built with Jobber Campaigns. Surrounding it are email elements that can be customized and a rich text editor.

After editing the email with details on your HVAC services, you can edit your client segments. This means you can choose what group of clients you want to email—like all clients or past clients.

You can even select clients using tags, job history, or by a particular HVAC service you provided.

Then, track your success over time from a simple dashboard. For every campaign you send in Jobber, you’ll see the number of customers who opened the email, clicked on a link, or converted into a job.

A graphic of email engagement results for a “Re-engagement campaign,” including open rate, click rate, and revenue.

8. Start a customer referral program

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.

READ MORE: 15 brilliant customer referral program ideas (with examples)

9. Create HVAC business cards

Business cards let you promote your services to people you meet in person—and they cost very little to print.

You can create an HVAC business card using free DIY tools like Canva or Business Card Maker. Or, find a freelance designer on sites like Upwork or Fiverr.

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 or a QR code
Example of a HVAC business card with a QR code and service information

Print and hand your business cards out to your neighbors, family friends, and people you meet at networking events.

10. Use vehicle wraps to attract customers wherever you go

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 branded with a vehicle wrap for his HVAC business, Reliable Kitchen Services
Adrian Garcia’s van is branded with a vehicle wrap for his HVAC business, Reliable Kitchen Services Texas

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.

READ MORE: HVAC van organization tips for a professional-looking vehicle

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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