Imagine getting a flood of new customers knocking down your door to buy your services. With the right HVAC marketing, it’s not only possible, but can be done on autopilot. Even better, many are free or low-cost strategies that any HVAC business can use. Read on to level up your marketing.
20 strategies you can use to drive revenue for your HVAC business
If you want to attract more customers, generate more revenue, and scale your business, these top 20 HVAC marketing strategies are for you.
Set a budget
HVAC marketing budgets are often calculated as a percentage of gross revenue. A business might spend anywhere from 6% to 12% of revenue on marketing. You might spend up to 15% to help drive growth. It all depends on your business plan, growth stage, and future financial projections.
Create a Google My Business Profile
One free way to promote your business is to create a Google My Business profile, which is a free business listing that includes your business name, location, and services. This information helps people discover your business by making sure it appears in search results and on Google Maps in your area.
Sign up for Google Local Service Ads
Google Local Services Ads can also help people find your business. These ads are pay-per-lead, which means you only pay if someone actually contacts you through an ad. Another benefit is that they appear at the very top of the Google search results. The cost per lead varies based on your competition, industry, and location, but you can use Google’s cost tool to get an estimate.
Use search engine optimization
Search engine optimization (SEO) is a strategy that improves your Google search rankings. It involves determining keywords, which are the words or phrases your customers are searching for, and using them in targeted content on your HVAC website. You can use Google’s free Keyword Planner tool to get started. SEO also involves optimizing your website itself so that search engines can understand it.
Lean into social proof
HVAC marketing needs to build trust, and social proof like reviews and testimonials can help you do that. Setting up a Google My Business account allows you to collect Google reviews, but remember you won’t have control over which reviews appear. You can also add testimonials to your website, which can be a powerful new business tool.
Get on social media
Google isn’t the only HVAC marketing tool you need. Many customers today turn to social media to find reputable services. At a minimum you need a professional Facebook Business Page where you actively post content and interact with customers. Instagram is useful for posting visual content, and you can use LinkedIn to network with others in the industry.
Build an email list
Email is a tried-and-true HVAC marketing strategy. The easiest way to build an email list is to take down your customers’ email addresses as they sign up for your services. If you haven’t been doing this, you’ll need to build one from scratch. You can do this by calling customers or sending them direct mail inviting them to provide their email in exchange for an incentive.
Use educational content marketing
Now it’s time to build content to reach and convert potential customers. A hard-selling approach will just turn them off, but an educational approach will help them see the value and wisdom of investing in HVAC services. Or use public service announcements, which alert customers to possible concerns while also helping you position your services as essential.
Leverage video and audio messages
Video should be a key part of your HVAC marketing approach: Shoot simple videos with your mobile device, upload them to YouTube, and use their popularity to help you generate more business. (For more on video marketing, come to our Warrior Fast Track Academy—you can start video marketing right then and there!)
Capitalize on seasonal events
At different times of year, homeowners are thinking about different things. In spring and summer, it’s all about cooling. In fall and winter, it’s all about heating. You can also use specific holidays. Do customers need a cool house for their July 4 festivities? Do they want a warm house for Thanksgiving dinner? Build your offers around these key motivators.
Connect with their “why”
Would it surprise you to learn that homeowners don’t want HVAC services because they want a warmer or cooler home? They want them because they want their family to be safe and comfortable. Your HVAC marketing should connect to these deeper reasons that customers buy from you.
Use urgency in your messaging
Given the choice, people will put off a purchase. Your marketing needs to highlight why NOW is the best time to invest in your services. It may include a temporary discount, limited-time bonuses, limited supplies, or even a warning to invest in a new HVAC system before an older one wears out.
Be unique
Your marketing should be unique. Too many HVAC companies use “same-as” marketing to try and look like everyone else out there. Instead, check out your competitors’ websites and note the type of language and offers they use. Then create unique marketing that helps you stand out from everyone else.
Handle objections and highlight convenience
The most effective HVAC marketing proactively deals with objections. List out the objections your team hears most often and create answers you can incorporate into your marketing. For example, many customers assume that replacing their HVAC system is inconvenient. Your marketing should explain that you offer fast, convenient installation.
Use the power of repetition
Most HVAC companies make an offer just once to their prospects. However, repetition is where most sales are made. Think in terms of sequences: 3, 4, 5 (or more) repetitions of the same offer will create a larger volume of calls. CEO Warrior’s Stackable Marketing™ strategy leverages the power of repetition and works well in any market.
Connect with the community
Service businesses are naturally connected with their local communities. You depend on them for business, and they depend on you to keep their homes comfortable. Creating relationships by promoting other local businesses, hosting events, and simply talking to residents can help you build a reputation as reliable and professional.
Measure and track your leads
Now you should be getting plenty of leads, but to take your HVAC marketing to the next level, you need more in-depth information. Most HVAC companies track leads with customer relationship management (CRM) software. You can enter where each lead came from and where they are in the sales process to help you plan your future strategy.
Provide amazing service to generate referrals
You can come up with the best HVAC marketing ideas in the world, but your business won’t see the growth you desire unless you WOW your customers. Build a system of great service and encourage referrals by asking for them or incentivizing customers. You want your customers to leave 5-star reviews and call their friends and family to say, “You won’t believe the amazing service I just received!”
Create opportunities to upsell
Remember, the best prospects are the people who have already bought from you! So, when your experts are visiting your customers’ homes to help them with their HVAC system, be sure to upsell other services, like duct-cleaning, prepaid service, membership plans, and more.
Partner with other companies
Your customers who buy HVAC products and services from you will probably also need plumbing, electrical, and other services you may not offer. Partner with other local companies to offer their services to your customers (while those other companies offer your services to their customers), to maximize your marketing efforts and revenue generation.
HVAC Marketing FAQ
What is HVAC marketing?
HVAC marketing is an essential strategy to help your business grow. It uses tactics like search engine optimization (SEO), advertising, social media, social proof, and email to build brand awareness, bring in new customers and retain the ones you have.
How do HVAC companies get clients?
HVAC companies often get clients through lead generation tactics like content marketing and advertisements. However, customer referrals might be the most valuable tactic. Make sure you deliver great service and incentivize referrals to drive business growth.
How much do HVAC companies spend on marketing?
The amount you spend on HVAC marketing depends on your size and goals. A mid-size business with a good referral network might spend about 6% of gross revenue on marketing. A small business that is very focused on growth might spend 12% or more. CEO Warrior can help you determine your budget.
Level up your HVAC marketing with CEO Warrior
The HVAC marketing strategies above are only the beginning of how you can grow your business. Over the past 22 years, CEO Warrior has tested and refined powerful marketing strategies that work for any budget. Our members get access to these proprietary tools, which can help you make a plan and determine where to invest your marketing spend for the best results. Schedule a call to learn more about the benefits of membership and Marketing Warrior training.
