Running an HVAC company is far from easy. As an owner, you’re dealing with high overhead costs, seasonal fluctuations in revenue, stiff local competition, and more. With all you’re juggling, marketing your HVAC business may be the last thing on your mind.
Still, gaining promising HVAC leads is a vital aspect of your business’s success. The obvious issue is that many business owners don’t understand how to get an HVAC lead. But the truth is that there’s no one best way to advertise your HVAC business.
Gaining more customers can help you offset your business costs, account for and survive slow seasons, and prevail above the competition. Thankfully, HVAC lead generation is made easy with these tips.
1. Create A Standout HVAC Leads Website
To stand out from the 122,000 HVAC businesses across the United States, you’ll need a unique website. Effective websites not only talk about your services but also persuade potential customers to choose you over the competition.
Your website design should be reflective of your business, starting with the visuals. Keep the color scheme consistent with your logo and other marketing materials. Use high-quality images of your team at work. You may even consider adding videos (but we’ll discuss that further in a minute).
The copy on your website is equally as important. Decide on a brand voice and stick with it on your website and in all marketing content. Do you want to come off as authoritative? Personable? Informative? Keeping the same tone throughout your copy will establish trust with customers and provide a unique brand voice. If you’re not confident creating your own copy, you may want to work with a content marketing agency.
Thankfully, you don’t have to create or improve your website alone. Consider using an affordable (or even free) website template to make your site clean and easy to navigate. Alternatively, you may work with a website designer to improve your online presence.
2. Focus On HVAC Leads From Search Engine Optimization (SEO)
When you search for a word or phrase on Google, what determines the results that will appear? Search Engine Optimization, or SEO, is perhaps the most effective HVAC lead generator.
SEO is, in part, the process of optimizing your website in accordance with users’ most common search terms. Let’s say someone in your area searches for “heating and cooling specialists near me.” If you’ve been targeting that key phrase, your website is likely to appear near the top of the user’s search results.
While SEO strategies can target users from any location, you can also target local customers. Local lead generation services are often more effective for HVAC businesses that operate within a specific area. That’s where those internet searches with phrases like “near me” or “nearby” come into play. If you don’t already have a Google My Business account, register for one (it’s free!) to enhance your local outreach efforts.
SEO goes beyond just the copy on your website. There are internal changes you can make to improve your SEO performance as well. First, ensure your website has a solid mobile performance. Use alt tags with all your images, add links within your copy to other relevant sources, and be sure to update your site regularly.
3. Leverage Video Marketing for HVAC Lead Generation
Video marketing is taking over the internet, and it’s time to take advantage of it. Over 40% of marketers say that video marketing has a high ROI for their businesses.
Creating ideas for your videos is easier than you might think. Get your team in front of the camera for quick “behind the scenes” videos, tips on how to make basic repairs, or when it’s time to call in a professional. You may even consider asking regular customers to be involved in a short video testimonial.
In addition to posting videos on your website, you can also take advantage of social media marketing. Add your videos to your social sites like Facebook, Twitter, and TikTok to get more visibility. To ensure the best chance of HVAC leads generation, engage with your audience when they comment on your videos.
Of course, when you think about video, YouTube marketing is probably the first thing to come to mind. While you’re certainly not limited to YouTube, it may be a good avenue to consider. Use YouTube to share longer videos and to provide in-depth insight on HVAC topics.
4. Add Live Chat to Your Heating Ventilation And Air Conditioning Website
When you’re looking into lead generation for HVAC, you’ll want to go beyond reaching new audiences. Once a prospect reaches your website, they’ll expect top-notch customer service before they even hire you.
Live chat can be an effective way to engage with prospects and show your dedication from the get-go. When you don’t have the hours or manpower to answer dozens of emails each day, using a live chat feature can save time and effort.
75% of consumers prefer live chat over any other customer service channel, so you’d be remiss not to take advantage of this feature. By answering inquiries online, you can free up your phone lines and provide prospects with quicker responses to their questions.
Live chat can bring impressive results and high ROIs. Live chat software has been shown to increase conversions by 12%.Chatbots can be effective for simple questions, but live chat adds a more personal element that audiences are attracted to.
5. Reach Your Target Market With Email Marketing
If you’re not already using an email lead generator, you could be missing dozens or even hundreds of potential sales. Email is a universal avenue to reach customers of all kinds, no matter where you are or who your target audience is.
Email marketing doesn’t have to be complicated. You can create “drip sequences” that will automatically send multiple emails to prospects over several days. Many businesses also offer periodic newsletters (usually sent monthly) to update customers about sales, specials, and seasonal maintenance tips.
When creating emails, use the same brand voice and imaging that’s present on your website and in other marketing materials. Add links to your website and encourage your audience to engage with your company.
6. Consider Paid Search To Get Heating And Cooling Leads
Wondering how to buy HVAC leads? Paid search could be a great option. If you use a platform like Google Ads (formerly called Google AdWords), that’s paid search.
Pay-per-click advertising, or PPC, is one way to utilize paid search. Each time your ad is clicked, you’ll pay a small fee. These ads focus on specific SEO keywords; for instance, if you’re targeting the phrase “HVAC technician,” your ad will appear when someone makes a search with that keyword.
Paid search is an ideal HVAC lead generation tool for those who are willing to invest in marketing. Prices can vary depending on the channel you’re using and the search volume of the terms you’re targeting.
7. Build Trust With Leads And Potential Customers
One of the most important aspects of building HVAC sales leads is trust. Your hope is that your customers will continue working with you for life. To maintain a lifelong relationship with a client, trust is key. Having customers who trust you is also key to improving your reputation and standing out as an industry authority.
Building trust with your customers isn’t only positive for them, but it can also be lucrative for you. Adobe reports that 44% of customers spend at least $500 with the brands they trust most; however, when that trust is broken, more than half of consumers say they won’t ever give that brand their business again.
According to a PwC survey, the top factors that build trust with consumers include accountability to customers and employees, clear communications, and willingness to admit to mistakes. Transparency and honesty can go a long way when it comes to getting (and converting) a new HVAC lead.
8. Don’t Forget About Returning Customers
Not every company wants to buy HVAC leads, and luckily, you don’t have to. It’s likely that many of your new customers will come from referrals and word-of-mouth. While you might be focused on how to get HVAC leads for new customers, don’t forget the people you’ve already served.
Remarketing (or “retargeting”) must be a part of your marketing strategy, as only 2% of users convert the first time they visit a company’s website. Additionally, remarketing is more effective and more affordable than targeting brand-new clients.
Create specific retargeting ads or retargeting email campaigns to get back in touch with previous prospects. You may even want to create special landing pages on your website for retargeting. Additionally, think about innovations and making your business stand out, which later you can highlight to your returning customers. For example, consider implementing Fablink's HVAC estimating tool to help you manage your business operations more effectively.
9. Get More Reviews for Your HVAC Company
Don’t underestimate the power of reviews when it comes to gaining HVAC leads. A stunning 93% of consumers report that online reviews have an impact on their purchasing decisions. If you’re wondering how to get free HVAC leads, focusing on reviews can be a great use of your time.
The next time you serve a regular customer, consider asking them for a quick one- or two-sentence review on Google. As new customers come in, have your technicians request a review (after the service, of course) or add a request at the bottom of the customer’s receipt. When you’re thinking about how to get residential HVAC leads, this strategy is particularly effective; customers can be more easily swayed when they hear positive reviews from their neighbors.
Resist the urge to respond to negative reviews with hostility. Not only will you fail to improve the relationship with the individual customer, but you could risk ruining your reputation with your audience at large.
10.) Prioritize Fast Response Times to Gain HVAC Service Leads
When you’re pursuing an HVAC lead, time is of the essence. Even if a potential customer doesn’t have an immediate need, they still probably expect you to be available when they need you.
Using live chat as discussed earlier is a great way to ensure quick response times. You might also create an app to help customers get in touch with you in just minutes. Include your contact information prominently on your website and on other marketing materials, and when prospects reach out, get back to them as fast as possible.
11. Get Involved in Your Community To Boost Lead Generation
Being an active part of your community is an effective way to spread the word about your business. If you’re wondering how to get commercial HVAC leads, this avenue is a great one!
Look for community events (especially around the holidays) that will put you in contact with other businesses as well as the public. You should also make a connection with your local Chamber of Commerce if you haven’t already.
Even if there aren’t any events going on, you can still get involved. Donate services to non-profits in your community or work with other area contractors who may recommend your services. Finally, consider joining professional organizations like the American Society of Heating, Refrigerating, and Air-Conditioning Engineers (ASHRAE).
Don’t want to break your brain learning Google, internet and social media marketing?...
…And risk getting mediocre results and lose sales?
Hire an HVAC SEO and Marketing expert who will make you more money than you invest in marketing. A highly specialized Plumbing, HVAC and Electrical SEO marketing service like Skyrocket Results SEO can you a lot of time and make you a lot of money.
Outsource yourinternet marketing to HVAC internet marketing experts. They have many years of experience marketingto dozens of other HVAC businesses (just like yours).
Avoid trying to ‘reinvent the wheel.’ Don’t lose months and even years trying to learn good ad writing.Avert ‘trial and error’ HVAC marketing. Stop pulling out your hair trying to figure out what really gets the cash register to ring for Heating and Cooling businesses.
Lead generation for HVAC is a challenge for many business owners, but with these powerful strategies, you no longer have to struggle. Whether you choose to use an email lead generator, focus on paid search, or enhance your SEO, you’ll be able to improve the HVAC sales process and gain lifelong customers.
You likely came here thinking, “I need to know how to generate more leads for my HVAC business!” Hopefully, these strategies can become essential parts of your marketing efforts and can bring new prospects and conversions for years to come. If you need help implementing some or all of these strategies, learn more about our HVAC digital marketing services.
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