How to Get HVAC Leads: 7 Proven Strategies to Fill Your Pipeline and Grow Your Business

"How do you prospect successfully in the competitive HVAC market?" is perhaps the single most pressing industry question, and no wonder! After all, securing a steady stream of high-quality leads is the key to keeping your business thriving.

At ShareWillow, we work with numerous heating and air conditioning companies and have identified what works. The most successful HVAC companies employ multiple channels to capture and convert quality leads into paying customers.

In this article, we explain 7 successful lead generation strategies to help you fill your pipeline and drive growth in 2025.

1. Optimize Your HVAC Website for Lead Capture

A professional website is the foundation of your marketing and lead generation activities, serving as a 24/7 storefront to attract and convert potential customers.

Here are critical tips to engage visitors and capture leads.  

Optimize your site for mobile

Most customers search for HVAC services on their phones, especially during emergencies. So, to optimize your site for mobile and give your customers a seamless experience, make sure it loads in three seconds or less, is easy to navigate, and displays perfectly on any screen size.

Include clear Calls to Action (CTAs)

Provide visitors with a clear path to the next steps. Add bold, eye-catching CTAs like:

• Book a Service
• Request a Free Quote
• Call Now

Place these buttons or links prominently on every page, including above the fold and at the bottom. Design them to be highly visible without obscuring your core messages and the site's design.

Live chat or AI chatbots

A live chat feature or AI chatbot is a virtual assistant that never sleeps. Think of the convenient services they provide, like:

• Answering quick questions
• Guiding visitors to the right service
• Collecting contact info, even after hours

A chatbot feature can be the difference between a lead landing in your inbox or your competitor's.

Show off your customer reviews

Incorporate real testimonials from happy customers on key pages. Positive customer testimonials build trust and often lead to inquiries at no extra cost.

2. Incentivize Your Technicians to Generate Leads

Your technicians are your frontline forces. By interacting directly with customers every day, they're ideally placed to spot business opportunities while delivering more value. Empowering them with the right training and incentives makes them an extension of your sales force.

Here are some strategies to drive results.

Reward referrals and upsells

Implement straightforward performance bonus structures for technicians who successfully bring in new business.

For example, if your tech offers and secures a duct cleaning during a routine maintenance visit, pay them a bonus. This encourages them to "hunt" for more opportunities.

Turn service calls into sales opportunities

Train your technicians on how to identify and recommend upgrades or additional services. These could include suggesting air purifiers, smart thermostats, or the replacement of an aging unit.

Use profit sharing as a long-term motivator

Consider creating a profit-sharing pool (often 10-20% of net profit) to split with your employees.

Profit sharing (and profit-sharing bonuses) encourage techs to act like owners. They're not just fixing problems; they're thinking about lead quality, customer retention, and conversion rates.

And the results for your business? Better service, more satisfied reviews, and valuable word-of-mouth leads. Ultimately, this leads to higher profit margins, growth, and success.

What about the management of a profit-sharing scheme? Tools like ShareWillow automate and track all bonus and profit-sharing payouts. They ensure accuracy, transparency, and make administration easy.

3. Boost Local SEO and Google Business Listings

Most people looking for HVAC services head straight to Google. Google accounts for nearly 80% of searches (from desktops), so it remains the leading search engine. A strong presence on the platform is non-negotiable for any company trying to generate free HVAC leads.

Optimize your Google Business Profile

Your Google Business Profile (formerly Google My Business) is a great tool for growing local visibility. Follow these tips to optimize it effectively:

• Claim and verify your listing. Fill out every section: services, business hours, contact info, photos, service area, and attributes.
• Add high-quality, relevant images of your team, vans, and completed jobs.
• Monitor and respond to reviews, both positive and negative. Professional, prompt replies show customers (and Google) that you care.
• Keep your information up to date, especially operating hours and service areas.

An optimized profile improves your chances of appearing in the Google Map Pack (top 3 local listings). These receive a large share of HVAC-related clicks.

Use local keywords strategically in content

Publishing helpful, locally-focused content on your website contributes to long-term SEO (Search Engine Optimization) success. When writing service pages or blog pages:

• Think like a local customer. Instead of just “HVAC installation,” target phrases like “HVAC installation in [Your City]” or “emergency AC repair [Your Zip Code]”.
• For example, an HVAC company in Brooklyn, NY, might include keywords like “AC repair in Brooklyn” or “Brooklyn HVAC emergency services.” This helps your content rank more highly on Google.
• Consider publishing posts that answer common local questions or provide helpful HVAC tips. E.g., “Furnace vs Heat Pump: What’s Right for Your Home?”
• This strategy helps Google connect your website with local searches, increasing your chances of capturing HVAC sales leads.

Ensure NAP consistency

NAP stands for Name, Address, and Phone Number. Make sure these details are the same across your:

• Website
• Google Business Profile
• Local directories (Yelp, Angi, HomeAdvisor)
• Industry-specific listings

Search engines rely on consistency to verify and rate a business. Mismatching information confuses them and drags down your local ranking. You can use tools like Moz Local or BrightLocal to clean up inconsistencies.

4. Use Paid Ads Strategically

Besides establishing a strong search presence, utilize social media marketing, specifically targeted online ads. This advertising delivers more immediate results by putting your name in front of customers who may be looking for an HVAC contractor at that time.

Google and Meta offer extensive ad services.

Google Local Services Ads (LSAs)

• LSAs are good for capturing urgent service calls (e.g., "faulty thermostat" or "AC not working").
• The ads appear above traditional search results, often with a "Google Guaranteed" badge to boost visibility and trust.
• You only pay when you receive a qualified lead, making them cost-effective.

Geofenced Facebook and Instagram ads

• These platforms excel at highly targeted campaigns.
• With geofencing, you can pinpoint specific neighborhoods or zip codes. Use this reach to offer seasonal tune-ups, thermostat checks, furnace repairs, and other HVAC services.
• You can also target demographics like new homeowners or families with young children, who might have specific requirements, such as a system upgrade.

Track ROI (Return on Investment)

• Implement tracking to measure campaign effectiveness. Accurate measurement allows you to understand your ROI and ensure your advertising budget and efforts are generating the leads you're after.
• Use unique call tracking numbers for each campaign. These show you which ad drove which phone call.
• Set up conversion tags on your website to track online form submissions, ensuring you measure actual leads and bookings.
• If you use an agency to manage your paid ads, request clear metrics on lead generation and ROI to confirm your investment is paying off. 

‍

5. Collect and Leverage Online Reviews

Online reviews can be considered the new word-of-mouth. They provide social proof at scale and are a major influence in modern consumer decision-making.

Research shows that customers are 2.7x more likely to buy when they read good reviews (3.8x for high-priced products).

Positive reviews translate directly to greater consumer trust, which leads to increased clicks and engagement, capturing more potential customers.

Follow these techniques to build your review bank. 

Ask every satisfied customer

Train your technicians to politely and confidently ask for a review right after a successful job is completed.

A simple, "Would you mind leaving us a quick review on Google if you're happy with our service?" may be all it takes to win an awesome endorsement.

Whenever you chat to your technicians about this, remind them that happy customers are the company’s best advocates.

Automate follow-ups and keep it simple

Implement an automated email or SMS that sends a review request 24 hours after a service visit.

Make the review process simple for the customer by including direct links to your Google Business Profile and other relevant testimonial sites.

6. Partner with Local Businesses and Contractors

Building relationships with local businesses creates a reliable stream of referrals. Strategic partnerships with the right contacts can deliver high-quality HVAC leads consistently, so here are some ideas:

Real Estate Agents and Property Managers

• Real estate agents and property managers need reliable HVAC contractors on speed dial for rentals and property maintenance and upgrades.
• Get to know them, develop the relationship, and schedule regular friendly check-ins.
• Offering a decent referral incentive might be the clincher that lands a lucrative new contract.    

Home Renovators and General Contractors

• When renovators or contractors are working on remodels or new builds, they often need HVAC expertise.
• Develop a network of plumbers, electricians, and active renovators to get cross-referrals or joint projects.
• Set up formal referral agreements for exclusive HVAC leads that benefit both parties.

Local Business Groups

• Become an active member of your Chamber of Commerce, BNI (Business Networking International) chapter, or local trade associations.
• Trade shows, talks, and local business gatherings are fantastic opportunities to meet potential partners.
• Face-to-face is still the best way to engage other professionals and understand their needs. Being visible and engaged within the community opens doors to valuable referral networks.

7. Gain Repeat Business Off Your Existing Base

Successful HVAC lead generation includes periodically mining your existing contact base. If you've been in the HVAC industry for a while, this asset could be a treasure trove.

Proactive outreach keeps your services top-of-mind and drives new leads without starting from zero, so follow these strategies to drive results:

Lead reactivation campaigns

Don't let old leads go cold. Set up "win-back" campaigns for customers who haven't used your services in a while.

Reach out to past leads who didn't convert at the time. Their circumstances might have changed, making them ready to talk business. A simple check-in or personalized offer can be the start of a brand-new, rewarding business relationship. 

Seasonal service reminders

Use email marketing to send timely reminders for seasonal HVAC tune-ups. These could be spring AC checks or fall furnace inspections.

By encouraging customers to get the inspections and maintenance that extend their systems' life, you're also saving them money long-term. This might motivate them to become your loyal customers.

Special offers and loyalty programs

Reward loyal customers with early-bird discounts on services and exclusive offers.

If they send you new business, thank them and consider giving them a referral discount to strengthen your relationship.  

Make sure your team is aligned

Effectively boosting your lead generation entails a multi-pronged approach. It's not only about networking, outreach, and digital marketing.

Your technicians can also be powerful lead generators. When incentivized properly, techs increase referrals, upsells, and repeat business through proactive service and engagement.

At ShareWillow, we help HVAC companies design and manage compensation plans that align employee incentives with business goals.

If you're considering smarter ways to motivate your team, we'd love to chat.

Book a demo with our team anytime.

FAQs

Are HVAC lead generation companies a good way of getting leads?

Specialized lead generation platforms like Angi, HomeAdvisor, or Thumbtack can be an effective way to find clients. These platforms deliver a steady stream of pre-qualified leads, helping contractors (HVAC, plumbers, electricians, and more) save time on outreach. Most operate on a pay-per-lead or pay-per-booking model.

How can I build my personal brand to get more HVAC leads?

Successful entrepreneurs build powerful brand authority by consistently sharing relevant and insightful posts on LinkedIn, X, and Facebook. Positioning yourself as a trusted expert in your field by actively and helpfully engaging on one or more platforms leads to potential business inquiries.

How do I track where my HVAC leads come from?

Use tools like Google Analytics, call tracking numbers, and form tracking to see which channels (SEO, ads, referrals) generate leads. This lets you invest more in what’s working and cut what’s not.

What does “lead capture” mean on a website?

Lead capture is the process of collecting contact information from potential customers. This is usually done via quote request forms, live chat, or phone call prompts. The easier you make the process, the more leads you’ll gain.