Be it residential, commercial or any other HVAC industry, obtaining leads is a primary concern for all HVAC business owners.
Even the largest HVAC companies struggle with generating and retaining leads. This results in a poor customer conversion ratio leaving existing customers without new referrals while making it impossible for the company to remain afloat.
As our world becomes increasingly more digitally connected and dependent, HVAC companies must find ways to adapt and remain relevant in the ever-changing industry. More and more companies are developing an online platform and presence to stand out from the crowd in today’s competitive online marketplace.
According to marketing experts, in the last year, 90 percent of consumers found local businesses through the internet with around 33 percent looking every day. Essentially saying: if you have no presence online, you mind as well have no presence at all.
So, how do we ensure we gain and maintain a dominant online presence in the HVAC industry? Read this article further to find out!
Is HVAC a Profitable Business?
It’s safe to say that yes, HVAC is a profitable business. The industry is running as hot as the heating systems they sell and is projected to continue growing in the coming years.
Since the 2020 COVID-19 pandemic, there has been a higher emphasis on staying home and indoors, which has resulted in people holding a higher value in the quality of home comfort.
The amount of profit HVAC companies can generate varies, but if you’re able to fully optimize your marketing and accumulate a consistent amount of leads, the numbers are quite promising.
In general, there are one-man HVAC businesses that take in about $50,000 in profits on the low end of the scale. However, larger companies can wrack in several millions of dollars divided amongst their employees.
A great way in which HVAC businesses save on costs is when owners can locate deals on equipment from looking for online, buying used and trading.
What is the Target Market for HVAC?
HVAC companies’ target market has remained consistent for a long time and doesn’t look like it will change anytime soon.
To ensure you are reaching your target market, be sure you are centering your marketing efforts around homeowners, commercial building owners and property management firms.
Homeowners are typically 25 to over 65 years of age, and new homeowners will likely want to upgrade appliances, carpet, tile and HVAC units. Also, home sellers are often in need of HVAC services to replace water heaters or air conditioners to increase the sale value.
Your company can certainly dedicate itself to one of these markets, but to obtain the highest amount of brand awareness, we suggest targeting all available markets if possible. Keep in mind though that the smaller your business is, the smaller your target market range is.
At Selling Revolution, we can assist you in getting your HVAC company off the ground. Whether it’s generating more quality HVAC leads, increasing conversions, customer retention rates or referrals, we’ve got the HVAC marketing strategies to get you there.
6 Essential Ways to Market Your HVAC Business in 2022
Now that you’ve got a better understanding of how HVAC is profitable and what your ideal target market looks like, let’s dive into the best HVAC lead generation practices and how to get HVAC customers that not only keep coming back but refer you to their friends and family.
Optimize Your Website for HVAC Products/Services
You might be spending your time, money and resources in the wrong area if you’re not using a website to capture more potential customers for HVAC services.
A site that’s optimized using SEO can help rank well during slow seasons, which means people are more likely to find you when they’re looking online.
It’s also important not to forget about making your website mobile-friendly. This will rank you much higher in Google search results and create an overall better customer experience which, in turn, increases your chances of generating more HVAC leads.
Create Online Presence with Multichannel Marketing
HVAC marketing excels when utilizing the multichannel approach.
Multichannel marketing is a marketing strategy that uses a variety of channels like email campaigns, mail-order selling, display adverts, websites and social media to gain leads and interact with customers.
Essentially, the more channels you market through, the more HVAC leads you’ll acquire. Although this may sound simple, many businesses have still have difficulties because they aren’t optimizing the customer experience properly.
This could be because their brand isn’t consistent across all channels, the user experience is flawed or many other factors. Whatever the reason may be, you must have a seamless platform that is easy to navigate and pushes your prospects through the marketing funnel quickly and efficiently.
Utilize Optimized Keywords for HVAC
As mentioned briefly a bit earlier, Search Engine Optimization (SEO) is an excellent way in which you can grow your HVAC business.
For instance, say a person types “air conditioning repair” or “furnace installation” into Google. Google’s algorithm will then find the most relevant results. What you want is to be at the top of that list of search results. This will provide significantly more HVAC service leads than if you were at the bottom of the page.
What’s great about SEO is that it allows smaller businesses a chance to compete with the bigger companies that have a dominant presence. Aside from ad spend, search query results aren’t based on how big your business is, it is based on location, relevance, authority and many other elements.
This provides a space for smaller businesses to have a more prominent presence in Google’s organic search results than the much larger companies.
Grow Brand Reputation with Online Reviews
In the HVAC industry, so much of the customer decision-making process relies on online reviews.
One study has shown that 91 percent of people trust online reviews just as much as recommendations from family, friends and peers— as long as the reviews are authentic (as about 20 percent of reviews online are fake).
Raving HVAC reviews from Facebook, Google and other business review sites is a sure way to attract more leads and convert them into loyal customers.
On average, prospects will read about 10 reviews before choosing a business. Essentially, people want to feel like they can trust and rely on your company before making a commitment.
Not only that, but the stakes are higher for these customers compared to many of the other types of services they invest in. HVAC contractors are working with expensive home equipment that if done poorly, could result in an extremely uncomfortable home environment as well as a lot of extra money out of their pocket.
Be sure that the way in which customers can leave a review is simple and easy to access and navigate. Even just the smallest inconvenience will deter them from taking the time to review you. Ultimately, the best way to get more reviews is by providing stellar customer service.
Start Google PPC and Services Ads Campaigns
The days when HVAC marketing companies could rely on traditional advertising methods such as direct mail and newspaper ads are long gone. Today, it’s all about digital media, and the biggest digital platform you should focus your HVAC ads on is Google.
Around 70 percent of consumers today search through Google for services. This is why many home service professionals advise that you spend at least half of your marketing budget on:
- Local Service Ads.
- Google PPC Campaigns.
- Google My Business.
- Getting more positive reviews.
Mastering the art of online marketing will help your HVAC company build an impressive reputation and establish credibility with potential customers.
If you focus on being helpful, kind-hearted service providers who go above and beyond for their clients, then people won’t hesitate to give you a call next time they need heating or cooling services!
Publish Your Ads in Social Media Platforms
Everyone is on social media these days, so naturally, it makes sense to establish a strong presence there. After all, if you’re not marketing where people are placing their attention, there’s a very low chance you’ll generate any leads at all.
For HVAC companies, three main areas of social media have found the most success in generating more HVAC leads and gaining more customers:
- Facebook Business Suite: Facebook is a popular social media site for seniors, younger adults and women. A profile can be set up with no cost at all in most cases but the ads space may require an expensive monthly fee to use
- LinkedIn Business: LinkedIn is a great way to network and find potential clients. You can use it for free, but if you want the full experience then consider purchasing one of the Sales Navigator memberships.
- Youtube Video Ads: Youtube is Google’s second most visited site and it’s a primary source for video content. If you invest in placing video ads there, you will be sure to skyrocket your brand awareness.
Although these are the three key social media platforms to market your HVAC business, that doesn’t mean you should limit yourself or your creativity. Feel free to explore other channels and see the results you get there. As long as you’re marketing is seamless, you can gain HVAC leads almost anywhere.
Getting More HVAC Leads Is Just a Click Away
When homeowners require air conditioning service, what rank do you think your company will show up on Google? What about when they ask friends via Facebook or pluck out the mobile app for local furnace repair services? Are there any guarantees that people will recommend your business on Nextdoor?
If you can’t give a confident “yes” to any of these questions, then it’s time for you to seriously invest in your optimizing online presence— and that’s where we come in.
At Selling Revolution, we have the marketing and advertising professionals that can provide you with the knowledge, expertise and support to boost your HVAC leads in no time.
Book a call with us to start your revolution today!