15 Best HVAC Marketing Strategies to Get Leads

In 2023, the US HVAC market was valued at over $30 billion and is expected to grow at a 7.4% annual rate from 2024 to 2030. While this rate of growth is good news for HVAC companies, it also means increased competition.

As the market expands, more companies will enter the industry, and the current ones will have to increase their efforts to capture a larger market share. This will lead to an environment where each company needs to differentiate itself, improve its services, and implement new marketing and advertising strategies to attract customers.

But that’s difficult to do if you don’t know which marketing strategies work best for the HVAC industry. Luckily, that’s what we’re covering today!

Top HVAC marketing strategies for 2024

As new players enter the market, HVAC companies will need both tried and true marketing strategies as well as new marketing strategies to generate business.

Let’s take a closer look at the conventional and unconventional HVAC marketing strategies you can use in 2024 to grow your company.

1. Try direct mail, vehicle wrapping, and business cards

Direct mail, vehicle wrapping, and business cards are some of the oldest methods for marketing a business. Luckily, these methods still work. That’s why:

• Businesses are going to spend more than $20 billion this year on direct mail in the US alone.
• The US automotive wrap film market was valued at $1.96 billion in 2023 and is expected to grow to $11.38 billion by 2033.
• For every 2,000 business cards a company hands out to potential customers, their sales increase by 25%.

An HVAC vehicle with contact information clearly visible on all sides.

For HVAC companies, all three of these advertising strategies are a natural fit. Let’s say you print out a number of flyers that list your services, offer a discount, and have your contact information. You send them out via direct mail to all potential customers in a neighborhood. As a result, you get a few calls and show up to the customer’s place in your wrapped van. While there, some people see your van and get your contact information from it. Also, you share your business cards with every customer and encourage them to refer you to others. All of these activities are bound to get you more customers.

🌱 Download our free, editable growth strategy template to walk through seven simple steps for creating the right plan to grow your business.

2. Create and maintain a mobile-friendly website

Use your phone to go to your website right now and see how it adjusts to a smaller screen. That’s because more than 30% of all online traffic is mobile traffic, and users will find it easier to navigate a mobile-friendly website. Use tools like Responsinator or Am I Responsive to test how your website works on different screens.

If the site does not adjust to different devices, you have two options:

• If the website is built on a platform like WordPress, Wix, or Squarespace, selecting a responsive theme can automatically make the site mobile-friendly.
• Hire a web developer or an agency that specializes in website design.

A web developer will make the necessary changes, test your site on different devices, optimize images, simplify navigation, and ensure fast loading times.

3. Optimize for local SEO

32% of US consumers search for local businesses multiple times a week. Optimizing your website for local search and maintaining a fully fleshed-out Google Business Profile (GBP) will help you appear higher in search results when someone in your area looks for nearby HVAC companies.

Local SEO has less competition and puts your business right in front of the customer.

A strong local SEO strategy will lead to more leads, higher conversion rates, and more inbound business. To implement local SEO, start by:

• Optimizing your Google Business Profile. Make sure your address, phone number, and work hours are accurate and up to date.
• Focusing on gathering positive customer reviews, and ask your customers to leave those reviews on your GBP.
• Creating location-specific content, such as blog posts and service pages to improve your local search visibility.

Use this local SEO guide for step-by-step instructions.

4. Engage with customers through social media platforms

Close to 50% of US adults use Instagram, 83% use YouTube, and 68% use Facebook. This means that social media is the perfect HVAC marketing strategy to help you reach out to new customers, showcase your work, and engage with old and new customers.

HVAC Strong Mechanical maintains a healthy presence on Instagram.

Look at the above image. This is from HVAC Strong Mechanical’s Instagram. As of August 2024, the Canadian company doesn’t have an official website, but they have a Google Business Profile, an Instagram account, and an official Facebook page. The Instagram account has 14k followers, and the GMB is full of high ratings and positive reviews. This goes to show that a strong social media presence can boost your business, even if you don’t have a website (but you definitely should have a website!).

Here’s what you should do to engage with customers and prospects on social media:

• Post tips on maintaining HVAC systems, energy-saving advice, or how to choose the right system.
• Share before-and-after photos of projects, highlight customer testimonials, and post videos of your team in action.
• Respond to comments and messages promptly, engage in conversations, and thank customers for positive reviews. This fosters a sense of community and loyalty.

5. Use email marketing for existing customer engagement

88% of people check their emails every day. That makes email marketing one of the best ways to directly contact your customers without spending a fortune on advertising.

Ask your customers to subscribe to your newsletter on your website, and send them monthly emails, updates, and promotional offers throughout the year. This will help build customer loyalty and encourage repeat business by regularly reminding them of your services.

Here’s what you should do to get the most out of your email marketing campaigns:

• Segment your email list based on location, service history, or interest in specific products.
• Send out useful content such as seasonal maintenance tips, energy-saving advice, and reminders for regular HVAC checkups.
• Use customer data to offer personalized promotions, such as discounts on services they’ve used before or special offers for long-time customers.
• Send emails at regular intervals, such as monthly newsletters, so customers know when to expect updates and offers.

📫 Get ready-to-customize emails in our free guide >> The Complete Email Marketing Toolkit: Free Email Templates, Subject Lines & Tips

6. Do pay-per-click (PPC) advertising

Pay-per-click (PPC) advertising, which has become synonymous with Google Ads over the years, is the most tried and tested advertising strategy out there. That’s because it is a highly effective way for companies to generate leads and increase visibility online.

By bidding on relevant keywords, your ads appear at the top of search engine results when potential customers are actively searching for HVAC services in your area. This means your business will be visible to the right audience at the right time. Furthermore, PPC campaigns drive traffic and leads almost immediately after launching, you are charged when someone clicks on your ad, and you can target specific demographics, locations, and even times of day when your ad will be visible to people.

Sponsored posts take the top spot in most search results for HVAC companies.

The only downside of PPC advertising is that it can be costly, and it might take you a while before you land on the exact messaging and landing pages that give you a higher conversion rate and leads.

To create effective HVAC PPC campaigns:

• Focus on high-intent keywords that potential customers are likely to search for, such as “emergency HVAC repair” or “AC installation near me.”
• Write clear, action-oriented ad copy that highlights your unique selling points, such as 24/7 availability or free estimates.
• Make sure your ads direct to landing pages that are optimized for conversions, with a clear call to action, contact information, and relevant content.

PPC campaigns also require regular monitoring. So, regularly review your campaign performance, and adjust bids, keywords, and ad copy to improve your ROI.

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7. Host exclusive online events or webinars for HVAC advancements

Webinars are usually associated with B2B companies, but B2C companies can also benefit from them. That’s why 89% of marketers report that webinars outperform other channels when it comes to lead generation.

With the help of online events and webinars, HVAC companies can share their knowledge directly with their audience and increase their brand authority.

Look at this webinar on Demystifying HVAC by Beau Brown.

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The webinar got close to 2,000 views. Now imagine a small or medium-sized HVAC company doing a series of webinars on seasonal maintenance or energy-saving tips. It’s not a resource-intensive marketing strategy, as all it will take is some preparation, and one of the company’s experts going online and sharing their knowledge. And, it will result in increased visibility for the business.

HVAC companies planning to do webinars and online events should:

• Promote these webinars through multiple channels (especially email and social media).
• Record the live event and use it as an on-demand resource.
• Email the recording to everyone who signed up for the webinar.
• Follow up with attendees to nurture leads.

8. Create a podcast series on HVAC care and innovations

The number of podcast listeners all over the world is expected to go over 500 million by the end of 2024. It is a growing medium for marketing and is becoming increasingly popular among marketers in different industries.

HVAC companies can use podcasts as a unique way to engage with their audience and provide in-depth discussions on HVAC care and innovation. The HVAC Jerks podcast is a good example of how companies in this sector can use this marketing strategy. They have built a loyal following by mixing technical discussions with industry insights, and have close to 5,000 podcasts available on Spotify, Audible, and Google and Apple Podcasts.

Just like webinars and online events, starting a podcast series is a low-hanging fruit for HVAC companies. All you need is a good content plan and a couple of experts discussing HVAC care, trends, and innovations. Doing regular episodes will establish you as an industry thought leader. You can also do live podcasts and take customer calls to answer people’s questions about their HVAC problems.

9. Engage in local community projects for brand visibility and goodwill

Engaging in local community projects boosts brand visibility and goodwill, positioning your HVAC company as a community-centric business. Look at Lennox’s Feel The Love program. The program installs free HVAC systems for deserving community members.

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Perfect Star HVAC partnered up with Lennox to provide a new HVAC system to a deserving member of the East Bay community just a couple of months ago. Other HVAC companies should take a page out of their book and give back to their communities. This gesture will strengthen their brand reputation and forge stronger connections within the community. Such initiatives demonstrate a commitment to social responsibility and encourage a culture of giving back and support.

To engage in local community projects, first identify local initiatives or charities where your expertise can make a difference. You can start by offering free HVAC maintenance for community centers. Promote your involvement through press releases and social media, and gain better visibility and goodwill.

💡 Learn how to increase awareness for your business. Download The Definitive Guide to Brand Awareness: Top Strategies, Examples & How to Measure Success

10. Sponsor influencers within the home improvement niche

26% of marketers spend close to 40% of their budget on influencer marketing. This type of marketing is growing rapidly because people trust influencers and are more likely to buy from brands recommended by them.

Tapping into influencer marketing within the home improvement niche can significantly increase your HVAC brand’s visibility and credibility.

Source

Matt Risinger is an influencer in the home building and remodeling niche with over one million subscribers on YouTube. He has also done a number of videos on HVAC. Any HVAC company that sponsors one of his videos or partners up with him will gain significant exposure to a highly engaged audience interested in quality construction and innovative home solutions. This partnership can boost the company’s credibility and attract customers who value expert recommendations for their HVAC needs.

Identify influencers who align with your brand values and have a substantial following in the home improvement or HVAC space. They don’t need to have over a million followers. You can even go for micro-influencers and collaborate on content that demonstrates your products or services in action. This HVAC marketing strategy will cost you money, but it is an instant way to increase your brand’s visibility.

11. Use chatbots for instant customer interaction on your website

62% of consumers would engage with a chatbot instead of waiting for human interaction on a website.

By implementing chat on your HVAC website, you provide instant customer interaction and enhance the user experience. A simple interaction with a chatbot can turn a website visitor into a lead, so make sure you program the bot to say hi after the user has been on the website for more than a minute.

Deploy a chatbot that can answer frequently asked questions, schedule appointments, and provide basic troubleshooting assistance. Make sure it is programmed with industry-specific knowledge to offer support and analyze interaction data periodically to improve its effectiveness.

12. Use geofencing technology for hyper-local advertising

Geofencing is a great way to deliver targeted ads directly to people’s phones when they are in a specific area. It works with all types of smartphones and is a cost-effective way to engage customers.

As your first campaign, set a geofence around neighborhoods with older homes that likely need HVAC upgrades and offer a free consultation or a discount.

You can also target regions experiencing extreme weather. Tailor your advertising messages to address the specific concerns or needs of residents in those areas and monitor the results of your campaigns.

13. Develop seasonal maintenance and energy-saving tips newsletters

Developing seasonal maintenance and energy-saving tips newsletters will educate your customers, keeping your brand top-of-mind throughout the year. You can use this newsletter to offer winterization tips in the fall and cooling system maintenance advice in the spring. This way, you will position your HVAC company as a helpful resource in all seasons.

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HVACInformed is a good example of how HVAC companies can use newsletters as a marketing strategy. Their newsletters delve into the latest in the HVAC industry, including product launches, industry insights, and technology trends. Take a page out of their book and start a newsletter of your own.

Here’s what you should do to grow your subscriber base through newsletters:

• Regularly send newsletters with timely maintenance advice, energy-saving tips, and special offers tailored to the season.
• Encourage recipients to schedule seasonal services. This will enhance customer retention and attract new business through useful content.
• Feature customer testimonials or case studies in your newsletters. This builds trust and showcases the impact of your services.
• Offer exclusive discounts or early access to services for newsletter subscribers.

14. Create eco-friendly or sustainability-focused marketing campaigns

Creating eco-friendly or sustainability-focused marketing campaigns will resonate with environmentally conscious consumers and differentiate your HVAC business. 95% care about the environment and prefer to buy products and services from companies that show a commitment to sustainability and responsible practices.

You can promote energy-efficient HVAC systems to attract customers interested in reducing their carbon footprint and energy bills. Here’s what you should do in your marketing campaigns:

• Highlight the environmental benefits of your products and services.
• Use green certifications and eco-friendly initiatives in your marketing materials.
• Engage with your community on sustainability projects to enhance your brand’s eco-conscious image.
• Launch a recycling program for old HVAC units.
• Create an HVAC system upgrade program with financing options. This will make it easy for your customers to upgrade to new, more eco-friendly HVAC systems without breaking the bank.

15. Focus on building strong customer relationships

Building stronger customer relationships enhances loyalty and word-of-mouth referrals. Most HVAC companies, especially smaller or locally operated ones, do not have large marketing and sales teams and miss out on using customer relationship management (CRM) tools with their marketing strategy.

Using CRM data can help you tailor promotions, send maintenance reminders, and plan educational content based on individual customer needs.

Make the most of your HVAC advertising and marketing strategy

Use the HVAC marketing and advertising strategies discussed in this article, tap into your CRM to build stronger connections, and enjoy massive growth in 2024. If you’re not sure where to start or need help with any of these strategies, reach out for a demo.

As a recap, here are the best HVAC marketing strategies to generate leads:

1. Try direct mail, vehicle wrapping, and business cards
2. Create and maintain a mobile-friendly website
3. Optimize for local SEO
4. Engage with customers through social media platforms
5. Use email marketing for existing customer engagement
6. Do pay-per-click (PPC) advertising
7. Host exclusive online events or webinars for HVAC advancements
8. Create a podcast series on HVAC care and innovations
9. Engage in local community projects for brand visibility and goodwill
10. Sponsor influencers within the home improvement niche
11. Use chatbots for instant customer interaction on your website
12. Test geofencing technology for hyper-local advertising
13. Develop seasonal maintenance and energy-saving tips newsletters
14. Create eco-friendly or sustainability-focused marketing campaigns
15. Focus on building strong customer relationships