Attract More Customers to your HVAC Business

Operating an HVAC business is no small feat, with numerous tasks demanding your attention.

While you may be adept at tasks like servicing an A/C unit or cleaning a duct system, navigating the world of HVAC marketing can feel like uncharted territory. Balancing the complexities of a marketing strategy with the day-to-day responsibilities of running a business, such as managing bookings and delivering top-notch customer service, can be daunting.

This is why it’s crucial to lean on effective marketing tactics that will draw customers to your HVAC business. Don’t squander time on stale ideas that have proven ineffective. Instead, it’s time to focus on strategies that deliver tangible results.

HVAC marketing doesn’t have to be a complex process. Here are five tried-and-tested methods to attract HVAC customers and expand your business.

1. Establish a Customer Referral Program

What’s the most effective method to draw in new clients? Engage your current ones. Despite the digital revolution in marketing, some aspects remain constant — word-of-mouth marketing continues to be one of the most potent strategies to bring in more clientele.
If you’re providing excellent HVAC services, you might already have clients recommending your business to their friends and family. However, there could be many who are pleased with your services but haven’t thought of spreading the word. This is where a well-structured referral program comes into play.

A referral program grabs the attention of satisfied customers and motivates them to share their positive experiences. For instance, you could offer a discount code that customers can pass on to their friends and family. Once these referrals avail their discounted services, the original customer receives a reward.

Some examples of HVAC referral rewards could be:

• A discount based on a percentage for their next service
• Entry into a raffle for a gift card or cash prize
• A complimentary tune-up, duct cleaning, or air quality check

2. Master the Google Algorithm

When in need of HVAC services, customers typically don’t have the luxury of time. The majority of them will initiate their search on Google, employing local search terms to discover the top options in their vicinity. In fact, Google is the go-to search engine for local businesses for 87% of customers.

Understanding and leveraging the Google algorithm effectively is a key strategy to attract customers. The more your business appears on Google during potential customers’ searches, the higher the likelihood of securing their business.

This can be achieved in two ways: Through organic growth or via paid ads.

Organic Searches

While there are numerous paid solutions to enhance your business’s visibility in Google’s algorithms, there are alternative methods to increase your online presence. By employing the correct search engine optimization (SEO) tactics, you can boost your chances of appearing at the top of Google’s organic search results. In fact, securing a high rank in organic searches can be more beneficial than paid ads — users may trust a company that appears organically more.

The most effective way to enhance your organic SEO is to concentrate on keywords. Customers looking for local HVAC services will likely use location- and service-specific keywords to find the best provider. For instance, they might search for “A/C repair near me” or “HVAC in Rockville.” Identifying the highest-ranked keywords for your service area is the initial step.

Next, you need to integrate these keywords across your content. Blog posts, website copy, social media updates, newsletters, and more can all incorporate a variety of keywords. This will help elevate that specific piece of content — as well as your website and brand — in the search algorithm. However, avoid “keyword stuffing” or the excessive use of keywords in a way that sounds unnatural. This approach can backfire, leading to Google downgrading your content.

Paid Ads

While a robust SEO strategy can yield significant results, it’s notoriously challenging for small businesses to compete for the top spots in Google’s rankings. This is where Google’s paid ads come into play.

Search engine advertising allows you to position advertisements at the top of the search results page. You can choose relevant keywords when setting up a campaign with Google or other search engines. Your ad will then appear at the top when customers search for those terms.

3. Leverage Video Marketing

In the realm of marketing, content reigns supreme. However, one type of content currently rules the digital marketing landscape: video. A study revealed that in 2023, 91% of marketers utilized video content. Moreover, nearly all major social media platforms — such as TikTok, Instagram, YouTube, and others — are heavily focused on disseminating popular video content.

While HVAC may not be the first industry that comes to mind for most TikTok users, the home services sector can also harness the power of video marketing. After all, a large number of people depend on HVAC companies to maintain their homes’ comfort, ensuring a consistent market for your content.

Whether it’s on your Facebook page or TikTok account, consider sharing videos to promote your business and educate (or entertain) your customers. Content such as how-to videos for quick repairs, maintenance tips and tricks, or a glimpse into the life of an HVAC technician could be just what you need to attract a new audience. On platforms like TikTok, consider emulating popular trends or using trending sounds to broaden your reach.

4. Prioritize Email Marketing

While traditional marketing methods such as direct mail, TV and radio ads, or billboards may not be as impactful as they once were, a significant number of potential HVAC customers are not highly active on social media. So, how do you connect with the customers who fall into this category?

Email marketing remains one of the most potent ways to reach customers across all demographics in 2023, and this holds true for HVAC services as well. In 2022, email was used by 4.3 billion people globally, with 99% checking their inboxes daily — sometimes as frequently as 20 times a day.

This presents a massive advertising opportunity for your HVAC company. Moreover, it’s a cost-effective strategy for many businesses. For every dollar invested, you can anticipate an average return of $36.

Concentrate on expanding your email list by incorporating a pop-up on your website and promoting your email services. You could even offer an incentive (such as a free resource or discount code) for signing up. Once someone joins your list, ensure they receive a steady stream of emails to keep your company at the forefront of their mind.

For instance, you can dispatch:

• Monthly newsletters updating them on your services
• Useful tips and tricks for HVAC repair
• Seasonal reminders for HVAC maintenance
• Notifications for new promotions

5. Concentrate on Your Local Service Area

In addition to strategies involving location-specific keywords and geo-targeted advertisements, remember the importance of engaging directly with your local community. This involves understanding your customers and interacting with them personally.

Consider participating in local groups on platforms such as Facebook, Nextdoor, and Alignable. Engage with the local community as much as possible — you’re not just advertising to them, but also collaborating with them. Like posts, respond to comments, and interact with those who would most benefit from your services.

Naturally, local engagement shouldn’t be confined to the online sphere. Consider distributing flyers in your neighborhood, volunteering at community events, initiating a local donation drive, or sponsoring a youth sports team. All these partnerships will enhance your visibility within your community and foster deeper trust bonds that can lead to rewarding long-term relationships.

Effective Tactics to Generate HVAC Leads

Even with exceptional services, it can be a daunting task for small HVAC businesses to establish themselves in the highly competitive market of today. A well-defined and targeted approach to attract new leads is crucial for expansion.

While you may be meeting the needs of your existing customers, the goal is to increase visibility and draw in new clients. However, you don’t have to tackle this challenge single-handedly. Scorpion’s comprehensive platform and expert marketing strategies can assist you in achieving your growth objectives.

Discover more about our HVAC marketing services, or embark on your journey today. Book a Call!