The HVAC market is snowballing in size by the day. According to statistics, the HVAC market is expected to hit $271.5 billion in size by 2026, marking a CAGR of 6.6%. That makes marketing crucial in attracting the most clients and making more profit as an HVAC business.
But how can you do it?
You can market your HVAC company by setting up a Google Business Profile, building an optimized and responsive site, using email marketing, asking for customer reviews, and focusing on customer retention.
Why Does Marketing Matter?
Traditionally, HVAC businesses have relied on word-of-mouth marketing to generate leads and drive sales. While this may still work to some extent, modern HVAC companies require improved marketing techniques to break into a growingly more competitive market.
Society is becoming more tech-focused, with digital marketing taking the crown as the most effective marketing channel for most businesses. Several statistics back up this development.
For instance, one study shows that 55% of home service consumers search for a business online before scheduling an appointment. Another study shows that 97% of consumers learn more about a local company online than on any other platform.
As the real estate market also grows, the demand for HVAC professionals and services also grows steeply, introducing new opportunities to gain new customers.
Some of the benefits of embracing digital marketing for your HVAC business include:
- Improved visibility of your business to customers
- Increased revenue
- Better competitiveness
8 Ways You Can Market Your HVAC Company
Several techniques can be used to market your HVAC business in the modern HVAC business landscape. Here’re eight effective ones.
Set Up a Google Business Profile
A Google Business Profile makes it easier for potential customers to find your business when searching for local HVAC services. With a Google Business Profile, customers can quickly get information about your services, contacts, and client reviews in their local search results.
Essential information that you should include in your Google Business Profile includes:
- Company description
- Business hours
- Photos of past jobs
- Customer reviews
- Team photos
- Frequently asked questions
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Build an Optimized and Responsive HVAC Website
An HVAC website is essential to help customers find your business online and contact you. The website should tell visitors why they should choose your company, provide details about your business, and offer different ways to request work.
A well-built HVAC business website should include the following:
- Your business name, tagline, and logo
Contact information such as email address, phone number, and service area
The HVAC services you offer
Photos of previous work
A direct way to book appointments and request work directly
You can hire external talent to build your website or do it yourself using beginner web design platforms such as Squarespace or Wix.
Your HVAC website should also be optimized for search engines (known as SEO), which will boost the traffic to your website and its ranking on Google and other search engines. The goal is for visitors to find it in the first page results.
Your website design should also be simple and mobile-friendly, making it accessible and easy to use for most customers.
Use Local Service Ads on Google
Google Local Service Ads are unique search results that pop up when a user searches for local services. They’re usually placed on top of pay-per-click ads, map listings, and organic search results.
Therefore, you should emphasize these ads greatly since it gets harder to stand out the lower you go in the stack.
You can take the following steps to get a local service ad in Google:
- Apply for a Google Guarantee badge through the Local Services platform
- On the platform, provide copies of your business licenses, list of employees, and insurance coverage for Google to background check and vet
- Once approved, your ads can show on top of Google’s search results when someone searches for HVAC services in your activated local area
- The searcher can call you from the ad, with Google only taking a fee per qualified lead
Use Pay Per Click (PPC) Ads
Local Service ads take longer to be approved than pay-per-click (PPC) ads that stack just under them. Therefore, they must be included in your marketing strategy if you want to start generating leads quickly.
Also known as paid search ads, PPC ads allow you to pay to list advertisements on search engines and platforms. It’s the most common type of paid search advertising used by HVAC companies.
You pay the hosting network every time a potential customer clicks on the ad. Therefore, PPC allows you to buy visits to your website instead of having traffic trickle in through organic search and SEO.
Data shows that HVAC companies using PPC get as high as 1214% ROI from their marketing campaigns.
Have a Presence on Nextdoor
Your HVAC business is missing out if it’s yet to establish a presence on Nextdoor. Nextdoor is a social media app for defined U.S. neighborhoods where homeowners can keep up tabs on what’s happening in the neighborhood.
Nextdoor offers local deals to help home service businesses reach their clients directly. Data shows that 90% of American neighborhoods use Nextdoor, with many users being impacted by local business recommendations on the platform.
Therefore, Nextdoor is one of the best places for your HVAC business to market itself, get referrals, increase brand awareness, and build consumer trust.
Forge Meaningful Community Partnerships
HVAC businesses can effectively market themselves by forging strategic partnerships with the community and other companies.
For instance, you could try donating your HVAC services to non-profit organizations in the local community. Such donations give your business publicity and lead other contractors to recommend your services to potential clients.
You can also join professional organizations such as the American Society of Heating, Refrigerating, and Air Conditioning Engineers (ASHRAE), Radiant Professionals Alliance (RPA), or the International Institute of Refrigeration (IIR) to draw more publicity and credibility to your business.
Ask for Reviews to Gain Trust
It is essential that you use and engage with online reviews to promote your business. Customers use reviews to establish whether they should trust a business’s product or services and learn about previous customer experiences.
You will receive positive and negative reviews on platforms such as your website and Google Business Profile. The trick is to respond positively to all of them and show that you value your customer’s opinions.
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Host Local Events
Hosting local events is an excellent strategy for promoting your local HVAC business and establishing yourself as an industry leader. Through hosting local events, your HVAC business can:
- Meet new people interested in your services and market to them directly
Show off your work and improve the confidence of potential clients in your services - Network with other industry professionals leading to partnerships or referrals down the line
- During these events, you can circulate your HVAC business cards for clients to contact your business later when they need your services. HVAC business cards cost very little to print and are easy to design.
You can also use vehicle wraps to attract more potential clients as you move from one location to another and draw more awareness to your HVAC business and its services. Your vehicle wraps, just like the business cards, should include essential information such as:
- Business name and logo
- Phone number
- Website URL
- Tagline or sentence featuring your best selling point
- Simple and eye-catching design featuring brand colors
Incorporate Software to Improve the Management of Your Business
Apart from adequately marketing your HVAC business, you must efficiently manage it to ensure optimum service delivery and client satisfaction. The best approach is to use software for HVAC business management to streamline your processes.
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