HVAC Marketing: 7 Strategies to Grow Your Business and Boost Repeat Sales

Forget the outdated notion that HVAC marketing stops at flyers and newspaper ads. In today's competitive environment, sustained growth demands blending exceptional service and strategic promotion.

This is where the often-overlooked power of employee incentives and profit sharing comes into play, directly impacting HVAC contractors' service quality and fostering a team invested in your success.

In this guide, we’ll walk through seven proven HVAC marketing tips and strategies you can use to bring in new customers, encourage repeat business, and stay competitive.

1. Build a Strong Online Presence

Nowadays, most customers begin their search for HVAC services online. Therefore, establishing a robust digital presence is no longer optional, but essential for capturing prospective customers.

Here's how your HVAC business can build a strong online foundation:

Build a mobile-friendly, fast-loading website

Your website is usually the first impression a potential customer will have of your HVAC business. A slow or outdated site can drive people away before they even have the chance to consider your services.

In fact, studies show that even a one-second delay in page load time can lead to a 16% drop in user satisfaction, making visitors less likely to return or convert into paying customers.

An effective HVAC website should feature intuitive navigation, comprehensive service descriptions, and prominently displayed calls to action (CTAs) that make it effortless for visitors to contact you or schedule services.

To further enhance your digital marketing strategy, consider adding a blog. Blogs can help drive organic traffic through search engines, educate customers on relevant topics, and position your company as a trusted expert in the HVAC industry.

On-Site SEO

Creating an HVAC website is only the first step. The best way to boost visibility is to implement on-site SEO. This involves strategically incorporating terms like "air conditioning repair," "heating installation," and "HVAC companies near me" into key website elements such as page titles, headers, service descriptions, and image alt text.

If search engine optimization isn't your strength, consider outsourcing HVAC SEO services. These professionals will handle keyword research, content optimization, and technical updates to ensure your site performs well in search engines and attracts the right audience.

Optimize your Google Business Profile

Google Business profiles are another powerful HVAC digital marketing tool. A Red Local SEO study found that 64% of consumers have used these profiles to locate local business contact details, demonstrating their relevance in today's search landscape.

When creating a Google Business profile for your HVAC company, focus on these essential elements:

• Ensure that your business is listed on Google Search and Maps. Verify your HVAC company to get the Google guaranteed badge.
• Highlight information about your HVAC services. You could also make posts about promotions for seasonal services during peak and off seasons.
• Display high-quality photos of your team and completed projects.
• Respond to online reviews and testimonials promptly and professionally to show that your company is committed to customer satisfaction.

A strong online presence lays the groundwork for local visibility, which brings us to the next step.

2. Use Local SEO to Rank in Your Area

Achieving a strong local ranking is crucial for attracting high-quality leads within your service area. Local SEO ensures your HVAC website appears prominently in local search results when potential clients search for terms like "HVAC repair near me" or "AC installation [your city]."

These HVAC marketing strategies can help improve your local online presence:

Create dedicated location pages

Build separate location-specific service pages for each area you serve, such as "AC repairs in Chicago" and "heating installation in New York."

However, avoid the common mistake of simply duplicating the same content across these pages. Instead, customize each page with details about the specific services your HVAC company offers in that location, local customer testimonials, and relevant service hours or availability.

Build local backlinks

Backlinks are another great way to improve your rankings on search engines. They act as "votes of confidence," signaling that your site is trustworthy and relevant.

Here are effective ways to earn local backlinks without requiring an HVAC marketing agency:

• Partner with other small business owners, like real estate agencies and home decor stores, to exchange backlinks.
• Sponsor local events (like trade shows and conferences) or community programs; event websites often list their sponsors with links.
• Join local trade groups, as their directories include links to members' websites.
• Sign up for trusted local directories like Yelp and Angi and industry-specific platforms like HomeAdvisor.

Maintain NAP (Name, Address, Phone) consistency across all listings

Consistent NAP information makes it easier for potential clients to find and contact your HVAC company. Therefore, make sure that your business name, address, and phone number are identical across all online directories.

Inconsistencies can confuse both customers and search engines, potentially harming your search rankings and credibility, so use tools like Moz Local to monitor and correct listings.

3. Leverage Technician Incentives for Word-of-Mouth Marketing

Word-of-mouth marketing is one of the most powerful and trusted ways to grow your HVAC business.

Let's see how you can encourage your technicians to become your strongest advocates.

Encourage employee referrals

Your technicians directly interact with customers and are uniquely positioned to promote your HVAC business through word-of-mouth.

You can encourage your technicians to be brand ambassadors by:

• Offering performance bonuses when technicians are mentioned in positive reviews.
• Using employee incentives to reward technicians who generate leads or repeat business from satisfied customers.
• Providing comprehensive training on customer service and sales techniques.

Implement profit sharing programs

One way to build a sense of ownership is through profit sharing programs. When technicians are treated like partners in your business:

• They will be motivated to provide excellent service and take responsibility for the outcome of each sale.
• Their interactions with customers will improve, leading to more positive customer reviews and referrals.
• They will become more invested in your company's reputation and growth.

Discover how ShareWillow can help you easily implement profit sharing into your employees' compensation plans to boost team morale and loyalty to your HVAC business.

4. Strategically Invest in Paid Advertising Campaigns

While it requires significant financial investment, paid advertising is one of the fastest strategies for generating leads.

Here are three ways HVAC business owners can invest in paid advertising:

Use Google Ads and Local Service Ads

Invest in Google Ads and Google Local Service Ads for high-intent leads and enhanced trust.

• Google Ads enable local HVAC companies to target transactional searches like "AC repair near me," connecting you with customers ready to book.
• Google Local Service Ads help build immediate trust by appearing above standard ads with your business name, star rating, location, and a "Google Guaranteed" badge. Their pay-per-contact model also makes them a cost-effective lead generation tool.

Run retargeting ads on social media for higher conversion rates

Not every potential customer books an HVAC service the first time they visit your website, and that’s where retargeting ads come in. These ads target people who have previously interacted with your HVAC business online, reminding them of your services and nudging them to take action.

Social media platforms like Facebook and Instagram offer user-friendly tools for setting up retargeting campaigns based on specific online behaviors. For instance, you can create targeted ads for individuals who visited your HVAC services page without requesting a quote or those who watched a significant portion of your video ad, re-engaging them with relevant messaging.

Track marketing ROI with call tracking, custom URLs, or CRM tags

Small business owners often struggle with measuring the success of their marketing campaigns, but tools like call tracking, custom URLs, and CRM tags make this process much easier.

Here's how they work:

• Call tracking allows you to assign different phone numbers to different marketing channels so you can track which source is generating the most calls.
• Custom URLs help you pinpoint which ad, email, or post led a visitor to your HVAC website, providing clear insight into which campaigns are converting.
• CRM tags track where customers are in the sales funnel to see which marketing efforts convert leads the best.

5. Create Repeat Revenue Through SMS & Email Marketing

With the average cost of acquiring a new HVAC customer being a significant $296, many HVAC business owners often turn to more efficient methods like SMS and email marketing. These channels offer a cost-effective way to maintain connections with your current customer base and encourage valuable repeat business.

Consider these strategies for integrating them into your HVAC marketing efforts:

Automated seasonal service reminders

Most HVAC systems need checkups at least twice a year: once before summer and again before winter. Use direct mail and SMS automation to send timely reminders to your customers for tune-ups and maintenance.

It's a win-win strategy: customers avoid costly emergency breakdowns while you generate consistent maintenance revenue throughout the year.

Promote referral offers

Turn satisfied customers into powerful advocates by sending them exclusive, time-sensitive referral offers directly via email or SMS.

Clearly state a deadline, such as "Refer a friend by June 30th to receive $25 off your next service," to create a sense of urgency and significantly boost participation.

Launch loyalty programs

Capitalize on your excellent service by implementing a loyalty program designed to reward your repeat HVAC customers. Enhance their experience and encourage future bookings by offering perks such as:

• Discounts on future services
• Priority booking during peak seasons
• Birthday or anniversary service credits
• Referral bonuses added as loyalty points

6. Gather and Promote Customer Reviews

Positive online reviews are a powerful form of social proof for HVAC businesses, building trust with potential clients and strengthening your company's reputation.

Here's how to gather and use reviews effectively:

• Ask for reviews: The best time to ask is right after a job well done, when the positive experience is top-of-mind for the customers. So, train your technicians to politely ask for reviews once they've completed a job. A simple, “We’d love your feedback, could you share a quick review?” works wonders.
• Automate review requests: You can also use a customizable message template to make automated requests (SMS or email) after a successfully completed job. For example: “Hi [Name]. We’re glad we could help with your recent [service] appointment. We’d love to hear how everything went. Would you mind leaving us a quick review?”.
• Showcase 5-star reviews: Share positive reviews across all your online platforms (website, emails, and social media). This builds trust with potential customers and shows you have a track record of providing consistent, quality service.

7. Track HVAC Marketing Metrics and Adjust

Tracking your marketing KPIs helps you see what’s working and where improvements are needed.

Here are some core HVAC marketing metrics worth tracking:

• Cost per lead (CPL) and cost per acquisition (CPA): These metrics help you understand how much you spend to attract and convert customers. If either number proves not profitable or sustainable for your business, it may be time to adjust your targeting, creative, or offer.
• Customer lifetime value (CLV): Knowing how much a customer is worth over time helps you make smarter decisions about your marketing spend. For example, if your average CLV is $3,000, spending $300 to acquire a loyal customer can be a solid and justifiable ROI.

For a comprehensive overview and easier analysis, explore HVAC software like ServiceTitan. It offers a unified dashboard to track the ROI of your marketing campaigns, providing insights into the performance of your ads, emails, and online reputation.

Conclusion

Successful HVAC marketing is about building trust, staying visible, and ensuring customers consistently choose your services. Remember that every interaction offers an opportunity to strengthen loyalty and encourage valuable referrals.

Your team is equally vital. Motivating your technicians through clear incentives and profit sharing bonuses fosters a sense of ownership and directly contributes to your company's growth.

Ready to empower your team and fuel your business growth? Book a ShareWillow demo to explore how a profit sharing program can motivate your employees to offer exceptional service and take part in your company’s success.

FAQs

What is the best platform for HVAC advertising?

The best platform for HVAC advertising depends on your target audience.

Google Ads and Local Services Ads are great for reaching customers actively searching for HVAC services.

Social media marketing on Facebook and Instagram can be valuable for building brand awareness and targeting local homeowners.

How do I get more 5-star HVAC reviews?

To get more 5-star HVAC reviews from your customers, you first need to ensure you offer great service. Other strategies you can use to encourage them to drop reviews include:

• Asking for reviews immediately after completing a successful job.
• Sending a direct link to your review page via SMS or direct mail.
• Offering incentives like discounts or gift cards for leaving a review.
• Personalizing your request by thanking customers and explaining the value of their feedback.
• Showing you care about customer input by responding to both positive and negative reviews.