How to Market Your HVAC Business to Reach New Customers 

The HVAC market is competitive. There are few barriers to entry. This means smaller companies serving local areas are forced to compete. 

While you know your work inside and out, you need to spread the word. You need the right message to reach the right people at the right time. 

The solution to your problem? Learning how to market your HVAC business. 

There are so many different ways to approach marketing. But if you really want to get in front of prospects and convert them into customers, you need a targeted approach. 

Think of this guide as your strategic companion. We’ll first explore why marketing is essential. Then, we’ll explain how to do it. 

We’ll discuss a few different tactics you can use to achieve your growth goals. To wrap up, we’ll give you four tips you can take action on right now. 

You’re amazing at what you do. You’re skilled, passionate, and driven to delight your customers. Now, it’s time to put yourself out there. Let’s get into it. 

RELATED ARTICLE: How to Get More Customers for Your HVAC Business 

Why You Need to Market Your HVAC Business 

Like most business owners, do you have growth goals? Are you ready to expand your customer base? 

Ambition is incredible, but you’ll need to invest in marketing to realize your true business potential. 

Why? Think about it like this. You might be the most talented HVAC professional in your area. But if people don’t know you exist, they can’t hire you. 

You’re essentially invisible, but marketing can change this. It’s the bridge from where you are now to where you want to be. 

Here are just some of the benefits: 

Marketing Raises Awareness 

It’s simple math. The more people know about your business, the more calls you get. This turns into more jobs and more revenue. 

Of course, great marketing is a little more nuanced than pasting your business name and number everywhere. You don’t want to overwhelm or bombard your prospects. 

Instead, it’s about showing potential customers you’re skilled and trustworthy. HVAC is a big investment for homeowners and businesses. They want to be 100% sure you’re the right person for the job. 

Marketing Helps You Stand Out 

Other businesses in your area likely offer the same or similar services. So, ask yourself now: Why would someone choose me? 

Your answers are your unique selling propositions (USPs). These differentiate you. For example, maybe you offer 24/7 emergency services. Or perhaps you specialize in eco-friendly HVAC solutions. 

Marketing captures and communicates your USPs, making you more competitive. 

Marketing Creates Urgency 

Marketing is a part of business. It may not be your favorite thing, but it’s a continuous practice that drives revenue year-round. 

But sometimes, you ramp up your marketing to promote a special offer. Promotions encourage prospects who are on the fence to act—and fast. They don’t want to miss out on a deal. 

FROM ONE OF OUR PARTNERS: How to Scale Your HVAC Business 

How to Market Your HVAC Business 

Learning how to market your HVAC business is a solid investment that’ll repay you with new customers. But where should you start? 

We compiled this list to help you narrow down your options. Consider these six strategies to maximize every marketing dollar. 

Strategy 1: Local SEO 

Maybe you’ve heard of search engine optimization (SEO). It’s the science (and art) of tweaking your online presence to appear higher in search engine results. 

Local SEO is a bit different. It’s geared toward helping you rank near the top for location-specific keywords. For example, you might target the search term “HVAC repairs San Diego.” 

Where does this fit in the customer journey? 

So many of us rely on Google to find solutions. So, you can bet your ideal customers are searching online for HVAC services. 

If your business appears at the top of the search results, people are more likely to click on your website. 

If your website is clear, builds credibility, and makes getting in touch easy, you’re golden. You’ve converted a Google searcher into a paying customer. 

What are local SEO best practices? 

SEO can be technical. But that doesn’t mean it’s out of reach. Follow these best practices: 

• Claim your Google Business listing. Check whether the information listed is correct. 

• Add local keywords to your website. Include location-specific phrases on different web pages. 

• List your business in local directories. Being on sites like Yelp can lift your local search rankings. 

What are the potential challenges? 

For one, high competition in your area can make ranking on the first page of search results tough. 

Try focusing on niche keywords. Try something like “emergency HVAC repairs in Chicago,” for example. 

Another challenge is keeping up with ever-changing ranking factors. Consider using SEO tools like Ahrefs. That way, you can track your performance over time and optimize your efforts. 

Strategy 2: Social Media 

Love it or hate it, social media is here to stay. It’s a powerful marketing tool that connects you directly to your target audience. 

Use social media marketing to build a community and engage with your customers. 

Where does this fit in the customer journey? 

Let’s say a homeowner sees a post from your HVAC business on Facebook. They like it so much that they follow your page. 

Over the next few months, they see more of your posts. You’re showcasing your expertise. You’re sharing customer testimonials. 

Then, you run a promotion. The timing’s just right—the homeowner needs your services. They already trust you, so they send you a direct message right there on Facebook. 

You give them a quote, and the rest is history. 

What are social media marketing best practices? 

Keep these best practices in mind: 

• Be consistent. Your business can look dodgy to a prospect if your last social post is four years old. 

• Always add value to your audience. Share tips, promotions, customer testimonials, and behind-the-scenes looks at your business. 

• Reply quickly to any comments or messages. This shows you genuinely care about your clients. 

What are the potential challenges? 

Creating engaging content week in and week out can be challenging. Use a social media calendar to plan ahead. If you have a blog, you can also repurpose content. 

Why not ask ChatGPT for some ideas? 

Another potential roadblock is not getting enough reach. If you don’t have a big following, getting in front of new customers can be hard. 

You might benefit from publishing a mix of organic and paid posts. 

RELATED ARTICLE: What You Need to Know Before Buying Another HVAC Business 
 

Strategy 3: Email Marketing 

Email marketing is one of the most effective approaches for businesses. That’s why more than one in three brands are increasing their email budget. 

It works like this: You collect email addresses through your website. Then, you send targeted emails. These inform your mailing list and promote your services. 

Where does this fit in the customer journey? 

Let’s say a homeowner signs up for your newsletter. They start receiving monthly emails with tips on maintaining their HVAC system. 

They will recall your helpful emails the next time they need HVAC services. You’ve already proven your expertise, so choosing you is a no-brainer. 

What are email marketing best practices? 

The more targeted your approach, the better. Try these best practices: 

• Segment your audience. Use characteristics like past services, location, or customer type (e.g., residential vs. commercial). Then, create highly relevant, personalized content that appeals to their pain points. 

• Make sure your emails add value. Offer tips and guides. Include expert insights. Otherwise, your newsletters and promotions could be in the trash—unopened and unread. 

• Add CTAs to every email. These should be relevant to the email’s content. For example, say you’ve sent a reminder for an HVAC check-up. The CTA might be something like, “Schedule your check-up now!” 

What are the potential challenges? 

The biggest problem with email marketing? Low open rates. 

This is where your subject line comes in—47% of people decide to open an email depending on the subject line. So, make sure it’s engaging and click-worthy. Consider adding the recipient’s name. 
 

Strategy 4: Referral Programs 

Don’t have a huge marketing budget? Put setting up a referral program on your to-do list. 

A referral program encourages existing customers to recommend your services. When someone acts on their recommendation, the existing customer gets a reward, like a future discount. 

It’s a word-of-mouth strategy that turns happy customers into your best marketing tool. 

Where does this fit in the customer journey? 

The process unfolds like this: 

You’ve just blown it out of the water. Your customer is thrilled. They are so happy that they rave about you to their neighbor. 

The neighbor then contacts you and mentions the referral. You then reward your customer with a 10% discount on their next bill. 

This delivers a two-fold win: getting new customers and inspiring repeat business. 

What are referral program best practices? 

Referral programs are a balancing act. Here’s how to make it work for you: 

• Make sure the incentive is enough to motivate customers. At the same time, it shouldn’t affect your profit margin too much. 

• The process should be straightforward. A simple online form or referral cards are excellent options. 

• Promote the program on your website so your customers know about the opportunity. You could even mention it in person. 

What are the potential challenges? 

For referral programs to work, your customers must be active participants. 

Remind them about the program. You could even try limited-time bonuses to spark their interest. 

Another issue is tracking. It can be hard to keep track of who referred whom. A customer relationship management (CRM) system can help. 

Strategy 5: Content Marketing 

Content attracts organic (i.e., unpaid) traffic to your website. It helps you rank for the search terms your target audience is looking up. 

In addition, sharing valuable content like blog articles and how-to videos demonstrates your expertise. It’s evidence you know your stuff. This helps build trust. 

Where does this fit in the customer journey? 

There’s a homeowner in your area. They are concerned about the air quality in their home. 

They turn to Google. They search “how to improve indoor air quality.” Your article on the topic shows up first. 

They’re impressed by your depth of knowledge. They explore your website and see your five-star reviews. 

So, they contact you to schedule an air quality assessment. 

What are content marketing best practices? 

• Focus on topics that resonate with your audience’s needs and interests. 

• Use keywords, meta descriptions, and quality backlinks. This increases the likelihood of your content ranking well in search engines. 

• Regularly publish new content to keep your audience engaged and improve your website’s authority. 

What are the potential challenges? 

Staring at a blank page? It’s a common challenge. 

Try tools like AnswerThePublic or Google Trends. These can give you insight into what people are searching for related to HVAC topics. 

Strategy 6: Paid Ads 

Organic traffic is great. But it can take time to build. If you want quick results, consider paid ads. 

You can buy ads on platforms like Google and Meta (Facebook and Instagram). These ads might appear at the top of search results. They might also show up on social media or other websites. 

Where does this fit in the customer journey? 

Imagine you’ve just launched an HVAC business. Your site isn’t currently ranking highly in search results. 

So, you run a paid ad. A homeowner searches on Google for “HVAC repair near me.” Your paid ad appears at the top of the search results. 

They click through to your website and contact you for a quote. 

What are paid advertising best practices? 

• Make the most of the detailed targeting filters. Your ad should reach people who are ready and able to book your services. 

• Craft scroll-stopping ads. They should be visually appealing, too. Always include a clear CTA. 

• Track the performance of your ads. Make adjustments to improve your results. 

What are the potential challenges? 

Ads can be costly. To overcome this, start with a small budget. You can increase your spending as you get used to the process and tools. 

Continuously optimizing your ads will help you achieve the best return on investment (ROI). A/B testing can also reveal which ads perform better and why. 

FROM ONE OF OUR PARTNERS: The 7 Essential Steps for Launching Your HVAC Business 
 

How You Can Start Marketing Your HVAC Business Right Now 

Here are four steps you can take today to start marketing your HVAC business: 

• Define your target audience. Consider their location, age, income level, and specific HVAC needs. You can even try a tool like Make My Persona from HubSpot. 

• Research your competitors and define your USPs. Look at what other HVAC businesses in your area are doing. Pin down what makes your business different. 

• Set clear goals. Decide what you want to achieve with your marketing. Do you want to increase website traffic, get more calls, earn more referrals, or boost your social media presence? 

• Create your accounts. If you haven’t already, set up accounts on key platforms, including Google Business, Facebook, and an email marketing service like Mailchimp.