How to Generate Leads for Your HVAC Business
Lead generation for HVAC companies remains a top priority because you’d have off-months where HVAC jobs will be scarce.
Then the leads you’ve generated over time will help you to stay afloat with regular maintenance and installation jobs before the peak months kick in.
There are diverse HVAC lead generation strategies that you can leverage to reach more potential clients. We’ll walk you through each of them so that you can learn how to generate qualified leads fast.
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Online Advertising – PPC and Social Ads
Online advertising can help to accelerate the lead-generation process and get quick results in a short time.
PPC (Pay Per Click)
You’ve probably come across sponsored posts in Google search results; four posts at the top and the others in between.
These ads or sponsored posts are called Google PPC or Pay Per Click ads. They are the most popular PPC ads and as the name suggests, you’d pay a fee for each click on your ad.
It works like an auction-based system where advertisers bid on keywords relevant to their target audience then Google picks the winner based on the bid amount, expected click-through rate, relevance, and landing page user experience.
However, Google PPC can be expensive especially when you’re targeting general keywords with much competition like “HVAC repairs”. There are other PPC ads on different platforms like Meta, Microsoft, Titok, and YouTube which you can also use.
These ads can either appear as search results, banners (display), or video ads. You would have to set an average CPC(cost per click) and the maximum amount you are willing to pay for each click.
The best option here is to target only HVAC SEO keywords around the area you serve so you don’t waste your ad spend.
Social Media Ads
Social media platforms are a big powerhouse when it comes to lead generation for HVAC companies. Mostly because of the 4.89 billion people that spend over 2 hours per day on social platforms and the fact that it cuts across a wide demographic.
However, social media ads differ from PPC in the area of targeted campaigns. As it allows you to narrow down your ads to capture leads in a certain demographic, job type, interests, etc. Although it still works on the cost-per-click model the ads are more niched than PPC.
A good place to start is Facebook because the majority of homeowners are on the platform and you can build custom audiences and retarget users who have previously engaged with your ads.
Quick advice: high-quality content; visuals and most importantly videos pull the most engagement and leads for social media ads.
In addition, try to improve your social media presence before launching social media ad campaigns as it will complement your efforts because your audience is already aware of your company.
Local Service Ads (LSA)
Local service ads (LSAs) are ads provided by Google specifically for service-based businesses targeting local customers. It is quite similar to PPC only that you pay per lead, meaning that you’d pay when you receive a phone call or message via the ad.
LSA usually appears at the top of search results even before PPC ads and is displayed with Google verified licensed badge, star reviews, working hours, and business location. These ads are similar to the organic local three-pack except that they are paid for and the HVAC company is verified by Google.
Local service ads are tied to a particular area making it a gold mine of lead generation for HVAC companies if it is well optimized.
When setting up LSA you’d be asked to provide basic business details and set an estimated budget for the number of leads you want to get in a week. Then you will have to wait for a week or more for Google to verify your business.
Also, your reviews in Google Business Profile are included in your local service profile. Which makes it easier to run local service ads when you’ve set up your HVAC Google Business Profile.
Websites, Landing Pages and Funnels
Apart from paid ads, HVAC lead generation can be done with your business website and landing pages. Your HVAC website, landing page, and funnels are interdependent in the lead generation process.
First of all, optimize your website for SEO by creating content around HVAC keywords then insert a lead magnet or sign-up form in your website pages with a special offer like a discount or ebook.
Similarly, stage a specific landing page for your paid ads or lead magnets to qualify and attract prospects at any level of your sales funnel.
After getting their contact details, nurture the leads with personalized email campaigns and offer incentives to get them to book a service at the end of the campaign.
Consequently, use your Google Analytics and CRM tools to track lead sources, conversion rates, and customer behavior. This data will help you identify areas for improvement and optimize your strategies over time.
Search Engine Optimization (HVAC SEO)
SEO can be a turn-key lead generation for HVAC companies. It can give you hundreds of prospects monthly in the form of web traffic.
However, it takes a lot of time and marketing efforts to rank for top HVAC keywords. Hence, start with keywords that have lower competition(low to medium traffic) and long-tail keywords.
Also, ensure you update your blog regularly targeting these keywords–optimizing the meta titles, headings, images, content, etc. Remember to create an individual service or product page for each of your offerings so you can show up more on organic search results.
For the backend part of your strategy, invest in link-building, website speed, technical SEO, structured data, and so on.
SEO is the swiss-army knife of lead generation for HVAC companies and combining it with paid ads can explode your lead funnels. But it is like a marathon, and only a consistent HVAC company can outlast and outrank the competitors.
Local SEO should be a no-brainer for HVAC companies because your business operates within certain locations. It is probably the easiest way to get soon-to-be clients because the competition is less and prospects need a company in their locality.
You can attract quality HVAC leads from local SEO by doing the following:
- Create content like blog posts or YouTube videos focused on local keywords that your prospects use to find your business e.g “Furnace repair in Pittsburg Kansas”
- Optimize your Google Business Profile with local keywords. Ensure your profile is complete and updated regularly. Then encourage your customers to leave a review after each service.
- Build citations in various online directories like HomeAdvisor to get more leads.
- Set up a local website or landing page to target prospects in the locations you serve.
Social Media platforms are where the bulk of your prospects gather and you’d be missing out on a lot of leads if you only focus on your website.
Naturally, you would want to spread your resources on different social platforms simultaneously. This can be counterproductive for a small or growing HVAC company. Because you might not have the staff or expertise to keep up with so many social platforms.
Therefore, promote your business on one social platform like Instagram and a video platform like YouTube. When you gain sufficient following you can then allocate resources to other platforms.
Social media marketing can help you reach out to your target customers by posting educational content regularly. Try to diversify your content with branded images, carousels, videos, infographics, customer testimonials, etc.
Every day shouldn’t be a wall of uptight text with no emojis or emotional elements–an HVAC meme can even drive more engagement.
Furthermore, place a booking button, customer reviews, and website URL on your page so that your prospects can easily look up your business.
Gated content is a form of online content that is accessible only to people who have been granted access by the publisher. It is often used to protect premium content from being accessed by people who are not willing to pay for it.
Your HVAC-gated content should be targeted at the bottom funnel leads. These are your loyal customers or leads that are at the consideration stage.
You can use gated content to get quality customers that are genuinely invested in your business. However, the premium content needs to be valuable enough for your prospects to pay for it.
The HVAC-gated content could be troubleshooting guides, installation guides, educational resources, and additional perks like service discounts exclusively for insiders.
Content upgrades are a great way to increase the value of your blog posts and keep your readers engaged.
They are a type of content offer that provides additional value to your readers in exchange for their email addresses. You can use content upgrades to provide checklists, guides, or a worksheet.
Follow these steps to set up a content upgrade:
- Find the best-performing blog posts on your site or common questions your customers ask and build content around them. These topics should have the potential for deeper exploration.
- Create relevant actionable upgrades like checklists, templates, or guides related to specific HVAC tasks or challenges. It could be an energy bill calculator app.
- Integrate the upgrades in your blog posts with actionable CTA or visually appealing opt-in forms or pop-ups.
Email Marketing Opt-ins and Lead Magnets
Email marketing is one of the best methods of HVAC lead generation because it is cost-effective and your prospects genuinely want to hear from you.
Most of the leads you get from other sources will primarily provide their emails. Now, it is your job to nurture the leads so they can slide down your sales funnel. Before that, you would have to create an opt-in form together with a lead magnet.
To further manage your lists, you can provide a checkbox so they can choose the type of content they want to receive. Plus, a double opt-in to confirm their subscription.
After that, you can segment your lists using your Email Service Provider and start your email campaigns.
In referral programs, you will have to incentivize a loyal customer to talk about your great HVAC services. The incentive can be a gift card, free service, or product; whatever would motivate your customers to convince their friends and family members to use your services.
It’s more like the traditional word-of-mouth strategy except that you are offering a package for promoting your business.
Ensure you publicize your referral programs aggressively on all your marketing channels. Make it easy for your customers to join by providing clear instructions and a simple way for customers to submit referrals.
You can spice up your referral program by including a choice of rewards or tier rewards for the number of referrals.
Customer Loyalty Programs
A customer loyalty program is a marketing strategy designed to encourage customers to repeatedly engage with your business. This is achieved by offering rewards and perks to customers who make purchases, interact with your brand, or refer others.
Customer loyalty programs are a double-fold win because they strengthen customer relationships and they in turn bring in new prospects.
In addition, customer loyalty programs can help in lead generation for HVAC companies because the loyal customers would turn to advocates who will promote your business.
Some examples of customer loyalty programs include points, tiered, and subscription programs.
Partnerships with Contractors
As an HVAC company, it pays to have the contacts of several contractors in the locations you operate in. They are the ones who know about the newly built or renovated buildings that would need HVAC installations.
To network and meet with contractors, follow these steps:
- Attend industry events, trade shows, and contractor association meetings to connect with potential partners.
- Host workshops or webinars on relevant HVAC topics that can attract contractors and showcase your expertise.
- Build personalized relationships with key decision-makers within construction companies and plumbing businesses.
After connecting with building contractors, showcase your expertise and why the partnership would be beneficial to both parties. Both companies can run joint marketing promotions as a full-service program.
Offer Free Workshops or Webinars
Offering free workshops or webinars are another effective HVAC lead generation strategies you could leverage. Who wouldn’t want to attend a free webinar on saving energy costs on HVAC systems? Or a workshop on how to maintain HVAC appliances to save costs and extend the life span.
From these free workshops or webinars, you can get a list of fresh leads that you can market to. Also, use your marketing channels to promote your webinars. Leverage the program to promote your HVAC company and the services you offer–it should be a passive sales pitch, don’t push it.
Attend Local Events and Trade Shows
Lastly, attend local events and trade shows to meet up with new prospects. Exchange business cards and discuss at length about things that matter to them without bringing in a sales pitch.
You can turn your participation into qualified leads by doing the following:
- Target the right events: Focus on events relevant to your target audience. Choose trade shows focused on home improvement, construction, or local community gatherings.
- Develop a lead capture system: Have a system for collecting contact information, such as a sign-up sheet, digital lead capture form, or QR code for easy registration. Offer incentives for signing up, like discounts or free consultations.
Summary: How to Generate HVAC Leads
Perhaps, there are several HVAC lead generation ideas running through your mind right now. Don’t burden yourself and your employees with all of them.
Start with a few lead generation strategies like website optimization and local SEO, and work your way to the top.
Sure, you will meet a lot of stumbling blocks on your journey but don’t let them put you down; pick up lessons from them and keep going until you get to the point where you have diverse HVAC lead generation channels actively onboarding new clients.
Now get to work, we are rooting for you.
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