It’s never easy to attract prospects at scale and convert them into loyal customers.
In many cases, competition in the HVAC industry is so tough that you’re left wondering: What can I do to gain an edge over competitors and gain consistent quality leads?
That’s exactly what we’re going to teach you in this article.
We’ll discuss the most effective HVAC advertising ideas and key steps you must take to improve your overall marketing strategy. We’ll show you how to get HVAC leads and help you reach your lead generation goals without wasting a cent on strategies that don’t work.
Let’s dive right in.
1. Create a Conversion-Focused HVAC Website
Did you know that 73% of customers trust the information they see on a business’ website over other sources? It sounds crazy, but it’s true. This is especially the case if you have a professional-looking and authoritative website that immediately builds trust with the visitors.
What’s more, 42% of consumers usually leave when a website functions poorly. So you’re only going to benefit from your website if it’s built to convert.
A well-built website holds the attention of visitors and persuades them to stay. Building a solid website is the first step in generating more leads.
Here are the key elements your website must have to knock competitors out of the park:
Fast Loading Time and Simple Navigation
Around 88.5% of web designers say visitors typically leave when a website loads slowly. You don’t want your website to be sluggish and confusing to navigate. You want to make the customer journey as smooth as possible, from checking your services and pricing to getting in touch with your company.
Good User Experience
User experience means deeply understanding your target audience – what they need and value and what they’re looking for. Your website is an opportunity for your potential customers to experience what your HVAC company offers.
Create fresh and engaging content with the following factors in mind:
- It should look inviting. This means having a professional design with the right balance of colors, consistent elements, and a conversion-focused user experience.
- It should establish your company as an authority. This means having well-written copy, badges, and accolades.
- It should solidify your credibility. This means having reviews, pictures of your team, and links to your company’s online profiles).
Relevant Domain Name
Your website’s domain name should either reflect your HVAC company’s services or be an easy-to-remember brand name. You could incorporate your service area if your business name isn’t available. If you’re just starting your HVAC company, choose a name based on the available domain names.
The Right Amount of Multimedia
72% of consumers reveal that they want to learn about products and services by watching videos, and 84% were convinced to make a purchase after watching a brand’s video.
Photos and videos enrich the experience of website visitors. However, don’t overdo it. Show relevant visual elements that can help your customers make an informed decision, like a short, informative video that explains what solutions your HVAC business offers.
The use of mobile phones in looking up products and services has surged in recent years. Around 57.38% of overall web traffic comes through mobile phones.
People who want to access your HVAC services likely search for your presence on the internet, so make sure you have a mobile-friendly website that works well on iOS and Android phones.
Visible Contact Information and a Clear Call-to-Action Button
Another important tip on how to get HVAC leads is to keep your contact details easy to see in the same spot on each page. Also, make sure you have a visible call-to-action button that tells your prospects what to do next, like “Get a free quote now.”
Glowing Customer Reviews
One of the best ways to convince new prospects that you provide exceptional services is by showing five-star reviews from satisfied HVAC customers – something that will make them think “This HVAC company is amazing! I will call them right now.”
An FAQ Section
What are the most common questions people usually ask about your HVAC business? Think about important answers that help close leads and make sales, like recommended maintenance schedules and repair and replacement information.
Optimized Website Content
When done right, optimizing your website content will boost your rankings and make it easy for people to find your HVAC business. On-page SEO is a valuable part of a website owner’s online marketing strategy. We’ll talk more about this process in the next section.
Does your website pass the above checklist? If not, it’s time to reevaluate your website design and start revamping it to provide an outstanding user experience.
A well-built website represents the professionalism and credibility of your HVAC business. Moreover, it contains everything your target market needs to see in a clean, uncluttered, and easy-to-navigate manner.
2. Implement SEO Strategies
Now that you know how to convert website visitors into HVAC customers with a strong website, the next step is the implementation of proper Search Engine Optimization (SEO) to bring traffic to your website.
In a nutshell, SEO means using targeted keywords and optimization practices to make your content rank highly in Google and other search engines.
These statistics emphasize the importance of climbing up in Google search rankings and claiming the first page of search results. You want to put your business right in front of your prospective customers when they search for nearby HVAC services online.
So, how do you push your website to the top results and generate a steady stream of quality leads for your HVAC business?
Follow these key SEO tips to blow your competition out of the water:
If you have your own HVAC business website, you’re likely already aware of the importance of SEO. Proper on-page SEO can be overwhelming but effective when done right.
If you’re not quite familiar with it, on-page SEO refers to optimizing website content for search engines and users. Top-ranking sites typically feature well-optimized, high-quality content.
On-page SEO involves finding HVAC keywords that you can potentially rank for. The first step in optimizing the content on your HVAC website is performing keyword research.
Short-tail keywords, consisting of one to two words, are extremely competitive and difficult to rank for. On the other hand, you’ll likely find it easier to make your content appear higher in search results with long-tail keywords, consisting of three or more words.
You can find potential HVAC keywords by exploring suggestions in the Google search box or using keyword research tools like Google Keyword Planner.
But what can you do to beat your HVAC competitors and stay ahead of the curve?
When it comes to HVAC businesses, it’s important to know which keywords people use to search for HVAC services. People often include a specific location, like “HVAC contractors in New York when looking up nearby services.” Be sure to list your NAP (name, address, and phone number) to aid your SEO.
Here are more on-page SEO tips to keep in mind:
- Don’t go overboard with keywords. Use them naturally several times throughout your content.
- Include relevant external links. They help Google discover what your content is all about and show Google that your web page contains high-quality content.
- Create SEO-friendly URLs by making them short and incorporating a keyword into them.
- Optimize your title and description tags. Google’s SEO Starter Guide states that creating a unique and keyword-rich meta description is a good practice.
- Create valuable content that offers up-to-date information. This helps improve your SEO and build your authority.
- Prioritize internal linking: linking from your high-authority pages to your other website content.
On-page SEO and off-page SEO go hand in hand in improving your rankings and driving traffic – and therefore more HVAC leads – to your website.
Off-page SEO means activities outside your website that affect your search engine result rankings, and it’s an important part of a successful online marketing strategy.
Link building, content marketing, social media, podcasts, guest posting, and reviews are all part of off-page SEO. You could earn backlinks from high-authority sites by consistently producing high-quality content, including well-written blog posts, infographics, and whitepapers.
3. Expand Your Social Media Presence.
With billions of people using social networking sites like Facebook and Instagram, businesses have the opportunity to connect with potential customers and broaden their reach.
Social media can help increase brand awareness and build loyalty.
Take a look at these HVAC advertising ideas to widen your online presence and get high-quality leads:
- NextDoor – This app connects the homeowners in a specific neighborhood, lets them leave reviews on business pages, and allows them to request referrals for local contractors. Set up a profile for your HVAC company to make your presence known in your neighborhood. Be sure to include your contact details. Your goal is to gain excellent reviews and become the most trusted, go-to company in your service area.
- Local FB Groups – Besides maintaining a professional Facebook business page, it’s a good idea to join local Facebook community groups and answer HVAC-related questions. This will help you reach a wider range of homeowners and build your authority as you grow your HVAC business.
- YouTube – Create video testimonials to build trust, impress prospective customers, and convert leads effectively. You can upload your client testimonials to your YouTube business account and your landing pages. Your videos should highlight the benefits and outstanding delivery of your HVAC services.
- Instagram – Lead generation on Instagram can be an effective marketing tactic when done correctly. Focus on sharing valuable content consistently and engaging with your audience to increase your number of followers. Instagram is an excellent platform to showcase your best HVAC photos. Add a link to your contact information, like your business email or phone number, so people have a way to get in touch with your company.
4. How to Get HVAC Customers with Paid Advertising
After creating and implementing a solid SEO strategy, your next step for generating HVAC leads is to promote your business.
Running paid online advertising campaigns is part of the digital marketing strategy of many business owners. Offline strategies also work well to acquire referrals and inform people about your services.
Here are several HVAC advertising examples to get you started:
Google Ads can help drive traffic to your site and generate HVAC leads. Your ad can show up on Google when people look for HVAC services in your area. This allows you to target your ads at people interested in your business.
Google Ads offers a keyword search function that lets you analyze the search volume for each keyword, helping you choose the right term that can effectively drive traffic to your website.
One of the key steps to get HVAC leads is creating HVAC Facebook ads. Marketers consider this advertising method a crucial part of their digital marketing strategy. Facebook ads provide the highest ROI compared to other advertising channels.
Personalize your Facebook ads by specifying your target audience, selecting your ad placements, and presenting a compelling offer to your prospects.
Direct mail is still a timeless marketing method that can generate quality leads, especially in the HVAC industry.
Send brochures, flyers, and postcards with coupons and promotional offers to your target areas. Your marketing materials should have a compelling call-to-action and clear contact information. Nobody likes junk mail, so be sure to include good reasons to contact you, such as explaining the importance of HVAC maintenance or special offers and discounts.
Sponsor local events like sports competitions where you have the opportunity to promote your business on banners or other materials. You can give away useful, everyday items with your printed business name, website, and phone number.
Get creative with your ads. You want to draw attention and make people look at the benefits your HVAC business offers.
Whichever advertising method you use, make sure to have a fast response time when potential customers contact you – faster than your competitors.
Time is of the essence, especially when it comes to repair situations. Your customers want to hear from you as soon as possible. So make sure you have a proper customer service system in place, whether you’re the one directly answering the calls or you have trained staff for it.
The last thing you’d want is to lose potential customers who decided to look elsewhere because your business wasn’t available when they needed you the most.
5. Create Fresh, Relevant, and Engaging Content.
Crafting well-thought-out, informative, and engaging content on your HVAC business website helps with your local SEO. 60% of marketers state that content marketing effectively generates leads and builds loyalty.
More importantly, it allows you to build a relationship with your target market and position yourself as an industry authority. The more top-tier content you produce, the better your credibility gets.
More people will trust you and refer your services, making your HVAC website one of your most consistent HVAC lead sources.
Offer Valuable Information That Solves Problems.
What are the usual problems experienced by people within your service area? Focus on relevant topics that your prospects will find useful. Your goal is to make them stay and see what you have to offer rather than turn to your competitors.
You can create articles with tips on HVAC maintenance, helping establish your reputation as the leading HVAC professional in your area.
Make Sure Your Content Is Interesting and Easy to Digest.
Steer clear of complicated jargon and difficult terms. Your content should be easy to understand for your target audience. Explain HVAC topics and processes in a friendly way, and keep sentences short.
Online users typically have a short attention span, and they easily leave when all they see are long chunks of cramped text with no images or videos. You could show before-and-after photos of your installation and repair activities.
Or even better, you could post a video that walks people through your different HVAC servicing processes.
If your content is interesting enough, people may recommend your services to friends and share your posts through social media.
Create New Posts on a Regular Basis.
Keep on posting new content regularly to be on people’s radar. Also, remember that producing content consistently helps establish authority and credibility.
Plan ahead and prepare topics in advance, especially during slow seasons. For example, you can provide tips during spring to educate homeowners about proper air conditioning in the summer. Or when fall arrives, you could talk about proper heating in the winter.
6. Focus on Targeted Email Marketing.
81% of B2B marketers reveal that email marketing is their main channel for generating leads.
Email marketing is one of the most effective ways HVAC businesses acquire new leads and get quality results.
Targeted email marketing helps you stay top-of-mind to your existing and prospective customers. It also allows you to build relationships and strengthen loyalty.
Follow these tips to bring new business and increase customer retention:
Offer Location-Specific Information and Special Promotions.
Instead of creating a one-off campaign, focus on creating an automated email series that compels your customers to take action. Include specific information about your HVAC services that they will be happy to learn about.
For example, prepare your customers for an upcoming season by offering maintenance tips that will help prevent costly repairs. Or how about spreading awareness on your new product offerings, like air filtration or solar panel installations?
Surprise your readers with special promotions, like birthday deals, limited-time discounts, and post-purchase follow-up offers. Be descriptive and explain clearly what benefits people can get from your HVAC business.
Personalize Your Emails.
According to a survey, 88% of respondents favor emails that are written in a personal tone. On the other hand, people easily become frustrated with irrelevant content, and they are quick to unsubscribe if all the emails are generic spammy emails.
Make sure your email newsletters can generate interest for your HVAC services without sounding too salesy. Your target audience will likely engage with your business if you speak to them like friends. You’d want to offer something that solves their problems and caters to their particular needs.
Use Catchy Subject Lines.
A clear and attention-grabbing subject line that resonates with your audience will likely increase your open rates. Be sure it describes what’s inside your newsletter. You could try different subject lines in an A/B testing campaign to determine which one appeals to your readers.
Take your email personalization a step further by customizing your subject lines with the name or location of every recipient using merge tags.
Monitor Your Email Campaigns.
Keep on optimizing your HVAC newsletter series as you analyze results. Click rates, open rates, the number of unsubscribed users, and HVAC sales are some of the tracking metrics you can use to improve your email marketing.
Make sure not to bombard your customers with too many newsletters. You’ll get better open and click rates if you send no more than five newsletters per week.
Many people use their smartphones to search for local businesses, so make sure your email campaigns are well-optimized for mobile devices.
7. Sign Up for Online Directory Listings.
Local directories are excellent HVAC lead sources as people usually check them when looking for nearby services. They will help promote your company and aid your SEO by linking back to your website.
Signing up for a directory listing usually requires important information, including your company’s name, address, phone number, and website URL.
Other typical details are the services you offer, the areas you service, social profiles, and high-resolution images of you, your personnel, and your business.
Take a look at the following online directories where you can list your HVAC business:
- Google Business Profile
- BingPlaces for Business
- Better Business Bureau
8. Make Sure Your HVAC Business Has Positive Online Reviews.
Online word-of-mouth can make or break your lead generation success. People often tend to trust what previous customers say about a product or service. This means that positive reviews on your website, Facebook business page, and other sites can help bring you more business.
Manage your online reputation and always check recent reviews/feedback about your HVAC business. Did someone leave a one-star review for your services? Try to respond to them in the comment section and ask them what you can do to improve your services.
Interacting with your past customers will boost your trustworthiness, as people will see that you provide excellent customer service online. When you have plenty of rave reviews, your customers will do your marketing work for you, and you’ll easily get more leads over time.
9. Connect With Realtors.
Do you know anyone who works in the real estate industry? It’s best to nurture connections and establish relationships with realtors, as they can recommend your HVAC business to their home buyers and sellers.
Here are more tips to help you get quality leads from realtors looking for HVAC services:
Contact Local Agencies.
Build a network of connections by calling a few local agencies to let them know about your HVAC services. You’ll likely get a vote of trust if you have a professional-looking website and an excellent Google My Business rating.
Provide Marketing Materials.
Many realtors are constantly looking for HVAC services to ensure that their selling property is in tip-top shape. Take advantage of this demand by advertising your services.
You can simply drop off your marketing materials at several agencies within your service area, like brochures and pamphlets.
Make sure these marketing materials include your contact details. Also, add a note about your HVAC service warranty to boost confidence in your business.
Offer Special Discounts.
Stand out from the rest by offering discounts to realtors’ clients. Realtors will likely recommend your company if you offer better services and perks than competitors, like lower rates and special bundle offers.
However, make sure you still profit from the job, and you’re not sacrificing the quality of your services for a cheaper rate.
10. Encourage Referrals Through Incentives.
Are your clients happy and satisfied with your HVAC services? Encourage them to spread the word about your HVAC business by offering an incentive each time they successfully refer someone to your company.
You can give them discounted services next time they do business with you. You can turn satisfied clients into repeat, loyal customers and get new customers through a rewarding referral system.
Final Thoughts: Taking Advantage of Different HVAC Lead Generation Strategies
Now that you know different lead-generating strategies and HVAC advertising ideas, it’s time to take action and implement an effective system that will get you a consistent stream of leads for your HVAC business.
Still puzzled and don’t know where to start? Contact Scalebloom to give you a custom lead generation solution that fits your specific HVAC business setup and your online marketing goals.
Scalebloom has lead generation experts who know exactly how to get HVAC leads, so you can focus your efforts on providing stellar services and turning HVAC leads into long-term clients.