The HVAC industry is one of the select few industries predicted to continue growing in the next few years. The global HVAC systems market will reportedly experience a compound annual growth rate of 5.9% until 2028, reaching $197.50 billion by that year.
To say that it’s critical to develop a competitive plan involving your HVAC ads is an understatement. Failing to do so could cause your business to become a distant afterthought to consumers.
You might wonder which HVAC advertising strategies will work best for your business. In this article, we will highlight the top HVAC advertising ideas you can utilize to attract more clients in 2024 and beyond.
Proven HVAC Advertising Strategies
Start by Earning the Trust of your Clients
Before your clients let you into their homes, they need to be sure they can trust their HVAC service provider completely. One proven way to start on the right foot with them is by detailing your wealth of experiences on your company page. You must let your HVAC clients know essential information, such as your service areas and updated contact information.
Also, utilize informational blog posts to establish yourself as an expert in the industry. Addressing potential clients’ concerns in these blogs will help you gain their trust.
Keep in mind that the first thing most customers do nowadays is to go online to learn more about a particular company before hiring its services. Therefore, ensure you’re making a great first impression with prospective customers.
Craft a Well-Designed Website
In this time and age, most people perform their research online. This trend makes it crucial for you to develop an HVAC website to help them pick you for the job once they get there.
Not just any website to put your HVAC ads will do. It has to be attractive and should look professional. In case you’re wondering why meeting these criteria is critical, you should know that consumers judge your business based on how your website looks.
According to a Web Credibility study from Stanford, you need to include important marketing elements to convert your site visitors into paying clients. These elements include:
- Your About Us page with actual photos of you and your team
- Your contact information that’s readily visible on every page of your website
- You can use lead capture forms to offer discounts by signing up or subscribing to your newsletter.
Finally, you should ensure your website is SEO-optimized. SEO as your primary marketing strategy will help your HVAC site perform well against your competitors and bring in more leads.
Implement a Chat Feature on Your Website
Customer communication remains vital to brand reputation, even as technology evolves. Today, customers connect with businesses in new ways, demanding real-time interaction.
Consider adding a chat feature to your website. Chat offers convenience, especially for younger generations who prefer text over phone calls. It also allows potential customers to engage without commitment, increasing their comfort level.
However, if you implement chat, ensure swift responses. While this may be challenging for smaller businesses, you can leverage this tool effectively, turning it into a competitive advantage.
Run a PPC Campaign
You can run a Google ad using specific keywords with Google’s pay-per-click (PPC) advertising platform. Specifically, you can bid on specific keywords, such as HVAC services. When someone searches for that keyword, your ad is the first to appear on Google results pages.
The best part of HVAC PPC advertising is that you only have to pay when someone clicks on your advertisement. Meanwhile, it may be disadvantageous because you risk losing money if those clicks don’t turn into clients. Since the HVAC niche is so competitive, you’re likely to spend a lot to be on page one of Google.
Start with a small daily budget and experiment with your PPC ads first. You can play around with them as often as you want to determine what works best for you.
Customer Reviews & Testimonials Always Build Trust
Another way to earn your customers’ trust is through reviews and testimonials. Now that information is more accessible to consumers than ever, it’s easier for them to read online feedback. A recent Local Consumer Review survey shows that 77% of consumers regularly read online reviews when browsing for local businesses. Doing this helps them form an informed opinion of a particular company based on testimonials from previous clients.
You need to request feedback from your customers about their experience with your company. If you receive a negative review (which is bound to happen at some point), you need to address it right away.
It turns out that 57% of customers say they’re not likely to use a business that doesn’t respond to reviews, and only 2% have never read reviews for local businesses.
Get Into Seasonal Advertising
As with other marketing strategies, timing is critical in HVAC advertising. This means that you need to know when to get your campaign in full swing.
In the HVAC industry, homeowners are more likely to require your services in the summer and winter. Kickstart your ad campaign at least six to eight weeks before peak season. Timing your efforts with your HVAC ads will give you an edge over your competitors and let your potential and existing clients know who to call exactly.
Use a Referral Program to Attract More Business
According to Nielsen research, 83% of consumers trust the recommendations of people they know. It isn’t hard to understand why. Of course, we’ll trust people we know personally compared to strangers online or a company trying to sell us something.
Trust is essential when running HVAC ads. Since HVAC services are costly, consumers understandably want to ensure they get the best value for their investment.
Offering perks as part of a referral program is a fantastic way to make your customers share their experiences with people they know. These referrals can generate valuable leads and more revenue for your business.
Make sure to promote the referral program to each customer. One way to do it is to hand out a card after finishing a job or attach it at the end of your client’s receipt.
Ramp Up Your Social Media Advertising
At least 74% of consumers use their social media platforms to make a purchase decision. Although this figure isn’t a secret in the information age, a measly 26% of businesses integrate social media into their business strategy.
Don’t make the same mistake. Make sure that you adopt social media as part of your HVAC advertising ideas to achieve one or all of the following:
- Engage existing and prospective clients
- Advertise services, promotions, and more
- Share content about your company
- Promote awareness for your brand and more
You can further maximize the benefits of social media for your business by doing these simple tips:
Post Informative Content
Once you adopt social media as part of your HVAC advertising strategy, you need to ensure you consistently post helpful content in various post types instead of only sharing promotional articles about your company.
Informative content provides value to your readers and is more likely to get a positive response. While it’s alright to publish a promotional post on occasion, posting blogs about the right time to schedule maintenance for an HVAC unit or how to spot problems with a particular HVAC system is more likely to get appreciated.
When developing a content plan for your blog or social media platforms, stick to high-quality and unique content. Covering topics that consumers already know about is unlikely to gain much traction.
Monitor your Direct Messages and Comments Section
As I mentioned earlier, 57% of customers aren’t likely to utilize a business that doesn’t respond to reviews. Similarly, a company that leaves comments or direct messages unanswered gives the impression that it doesn’t care.
Nowadays, people view social media platforms as a customer service avenue. Therefore, you need to adopt a proactive approach when sending your response.
Being attentive to comments also provides the opportunity for damage control when the need arises. If you receive negative feedback about your business, promptly addressing the concern is essential to show everybody that you care enough to act at once.
Maintaining a social media presence is one of the most effective ways to establish meaningful customer relationships. In addition to building a connection, social media is critical for retaining existing clients and earning new ones.
Try Sending Out Direct Mail
Direct mail is a thing of the past. This is how many businesses regard the approach, especially in the digital era. In reality, this time-tested HVAC advertising approach is still very effective. Statistics show that:
- Open rates for direct mail can be as high as 90%
- Direct mail responses are up to 9 times higher compared to other advertising channels
- At least 42% of recipients scan, if not thoroughly read, the direct mail they receive
- About 54% of consumers prefer to know about existing promotions through direct mail
Granted that the term time-tested may not sound inviting, but the fact that it generates results can’t be denied. These numbers show why eliminating or pushing aside direct mail from your HVAC ads plan will be a mistake.
Use Consistent Marketing to Close More Sales
I will round up the list of proven HVAC advertising strategies with another borderline-cliche statement — consistency is key.
Did you know that 80% of sales only occur after the fifth attempt or later? Apparently, most consumers don’t jump at every advertisement they encounter, and understandably so.
Most of the time, prospective clients will chance on your ad through direct mail, a banner ad, etc., and make a mental note about it if they think they’ll need your services at some point. The moment they see your ad for the second time, it will ring a bell since they have seen your HVAC ads before.
When these prospects see your ad for the third time, they will likely start developing a favorable opinion of your brand because they see you as a dependable and stable HVAC company, thanks to your consistency.
Don’t Take Customer Retention for Granted
According to the Harvard Business Review, the cost of finding a new client is generally 5 to 25 times higher than what companies spend on retaining an existing customer.
Considering these figures, you’d want to allocate a significant portion of your HVAC marketing budget to keep your existing clients happy. Make use of proven strategies to find out why customers you worked with before are unhappy and work on addressing their concerns.
One of your top priorities when dealing with your clients is delivering excellent customer service. For example, when holding a promotion, you might want to consider your customers’ opinions by creating a poll. You can ask their preference between a deal on your AC repair packages or a lower rate on your equipment installation fees.
The data from such polls can help you better understand your customers. You can even use the information to improve how you manage highly beneficial customer relationships.
Bonus HVAC Advertising Strategies
Forge a Strong Bond with your Community
Forging strategic partnerships with businesses in your community will benefit your HVAC company. For starters, you can offer your services to non-profit organizations in your area. You can benefit from that initiative through publicity for your company. Also, consider being a part of professional trade groups in the HVAC industry. Top organizations include the American Society of Heating, Refrigerating, and Air-Conditioning Engineers (ASHRAE), the Radiant Professionals Alliance (RPA), and the International Institute of Refrigeration (IIR).
Utilize Videos to Showcase Your Business in a Memorable Way
Boost your HVAC advertising with video! Short clips are trending on social media, providing a fresh and impactful way to highlight your business.
Video delivers your message swiftly. A 30-second clip can replace paragraphs of text, educating customers on DIY repairs, installations, or other topics. Enhance your marketing by incorporating discounts or promotions.
Maximize your reach by sharing videos across various platforms: Facebook ads, YouTube ads, TikTok, Instagram, and more. Connect with a broader audience and generate leads without creating additional content.
Don’t Forget About Email Marketing, But Do It the Right Way
Email marketing grants you direct access to your customers around the clock. It’s a versatile tool, whether you’re sharing knowledge through a weekly newsletter or boosting sales with special offers.
New to email campaigns? No technical or marketing mastery is required. Partner with our digital marketing company to effortlessly create and send visually appealing emails using ready-made templates, incorporating proven strategies for optimal results.
Key Takeaways
You need to keep in mind that advertising isn’t an exact science. More often than not, it might take far more or far fewer steps than the strategies we outlined to convert prospects into a client. Exert time and effort in growing your brand and building recognition as you work on your HVAC leads.
Even when you think you’ve come up with a process that most of your prospects respond well to, continue to tinker with your HVAC ads for even greater success.
Finally, in creating a productive HVAC advertising strategy, chances are you’re also using marketing strategies other companies use. Although this is the case, how effectively and efficiently you execute those strategies is what matters in the end.
Ready to boost your HVAC business? Book a consultation with our HVAC marketing experts today, and let’s craft a winning strategy together.
