Becoming successful at generating HVAC leads in today’s digital landscape requires work and consistent effort. It involves knowing your target market and taking strategic steps to make your HVAC ads stand out amid an ultra-competitive online marketplace.
Thankfully, the best HVAC lead generation strategies are easier to implement than you think. Here is our guide to generating quality HVAC leads in 2022.
What are HVAC Leads?
HVAC leads are prospects who express interest in heating and cooling services. They may be a business or individual who demonstrates an interest in various ways, including getting in touch by placing a phone call or submitting a query through an online contact form. These individuals or businesses can be referred to as a lead once an HVAC service provider obtains their contact details.
New leads are a potential source of additional revenue for your HVAC business. Generating a consistent flow of high-quality leads is essential for any HVAC company to scale and grow its sales.
What are the Best HVAC Lead Sources for HVAC Service Providers?
While there are several HVAC lead generation strategies you can use as a service provider, some are more effective than others.
Here’s a list of the lead sources your HVAC company can include in your marketing and lead generation action plan:
- Your Company Website
- Search Engine Optimization (SEO)
- Pay-per-Click (PPC) Advertising
- Google My Business (GMB) Listing
- Social Media Advertising (Instagram and Facebook Ads)
- Social Media Profiles and Online Listings (Facebook, Yelp, etc.)
- Content Marketing
- Email Marketing
- Local Sponsorships
- Generating 5-Star Online Reviews
- High-Quality Company Photos and Videos
Among the items on this list, some of the most effective ways to generate HVAC leads are online marketing strategies and investing in your business website.
Most, if not all, of these strategies, don’t yield results overnight. But, if you consistently work on them, you’ll see a noticeable increase in your prospective clients and leads over time.
Let’s know the top strategies better to understand how they help your HVAC business generate high-quality leads.
How to Get High-Quality Leads to Grow your HVAC Business?
Know your Market Audience In-depth
Before developing any HVAC marketing strategies, you need to know how to target the right audience first. It involves learning everything about your prospects, apart from the usual information, such as “they own a house with a furnace” or “have a business with an A/C unit that requires servicing.”
Know the specifics, such as your client’s age, gender, credit score, and average household income. You can focus on a direct response to build your branding by knowing these details.
There are countless approaches to marketing that you can try once you know your market audience in-depth. For instance, offering a free service call or tune-up to family and friends of your newer HVAC clients is worth the try. Not only does this help your new clients become more comfortable with your company’s processes, but it also encourages them to leave positive reviews for your brand.
Update and Optimize your Website to be an HVAC Lead Generator
Your business website is an important tool to gain revenue for your business. It’s a must that you utilize it to generate HVAC leads. Go for a mobile-friendly HVAC website with a responsive design to rank competitively in Google searches. Most clients searching for an HVAC company probably need one right away or in the immediate future. Make sure you’re the first one they find.
Not sure how? Follow these simple yet effective steps:
- Optimize your website
Make your business site more appealing with a simple, user-friendly design focused on SEO keywords.
- Make it simple for your clients to contact you
Display your contact information at the top of your website and specify your hours of operation if you can’t handle inquiries 24/7.
- Personalize your message
Establish a connection with your audience by sharing your company’s story or highlighting your HVAC processes in behind-the-scenes content.
- Showcase online reviews and testimonials from your clients
Capitalize on the experience of your satisfied clients by letting them spread the word about your excellent HVAC service.
- Produce HVAC content
Become a reliable HVAC resource for consumers and HVAC techs by writing a blog or airing an HVAC podcast.
- Engage your customers with compelling Calls-to-Action (CTA)
Finally, utilize discounts, special offers, and other incentives to generate traffic and drive additional HVAC service leads.
Keep in mind that optimizing your site for improved HVAC SEO can also work wonderfully in capturing HVAC leads during the off-peak season.
Launch a PPC Advertising Campaign
Paid advertising is another strategy that many HVAC companies use today, mainly pay-per-click and pay-per-call, to attract new clients.
If you’re not familiar with either strategy, here’s a brief overview and a few benefits of each campaign:
When you use pay-per-click advertising as a strategy, your business pays a pre-determined amount every time a user clicks on the digital advertisement you set up. One good example of a PPC ad platform is Google ads. You can use it to display a link to your business website in a search ad.
Pay-per-click advertising can be beneficial because it:
- Can generate immediate results
- Can be easily tracked and measured
- Allows you to display ads to everyone, including users who may not learn about your business organically
Meanwhile, pay-per-call is an advertising strategy in which your business pays for an advertisement every time users who view your ad make inbound calls to your company. Many consider it a cost-effective lead generation strategy because it can potentially drive hundreds of leads with a single ad,
Pay-per-call advertising is beneficial in its own right because it:
- Doesn’t require any advertising experience
- Provides users easy access to information about your products and services
- Allows real-time communication between you and your leads to establish a connection right from the onset
Running ads not only aids in attracting HVAC leads but also generates data you can use to make better decisions in your advertising campaigns. Once you distinguish between ad campaigns performing well and poorly, it can lead to lower HVAC leads costs as you become better at utilizing your online advertising budget.
Master SEO for HVAC Service Providers as you Grow your HVAC Leads
SEO or search engine optimization is one of many terms thrown loosely around. However, in HVAC lead generation and marketing, the concept is clear-cut.
Mastering HVAC SEO requires taking steps in the right direction. You need it to ensure your website and business appears at the top of search results pages on Google and other major search engines.
Garnering more HVAC leads involves targeting top-ranked keywords in all the content displayed on your site and digital advertising campaigns. Also, make sure that you gain traction with local clients. You can cover this by specifying the city or neighborhood in the keyword phrases—for example, Jacksonville A/C Repair or Air Conditioning Fort Lauderdale.
Another facet of generating HVAC service leads through SEO is building your website’s authority through backlinks. You can do this through:
- Online directories, such as YellowPages, Yelp, etc.
- Guest posting
- Local sponsorship opportunities, among others
The real value of SEO lies in its cost-effectiveness and sustainability. You can benefit from SEO minus the need to pay advertising platforms to gather HVAC leads since search engine algorithms are based on location, relevance, authority, and other factors apart from ad spending.
This process gives small and large HVAC businesses equal opportunity to be featured on organic search results pages.
Take Advantage of Video Marketing
Nowadays, content creators on social media platforms prefer posting videos over blogs, and for a good reason. Since videos are typically more engaging than posts with just text and images, it garners 48% more views than other media. The same concept also applies to websites, as 88% of users spend more time browsing on sites that have video content.
Given those figures, another method you can use to generate more quality HVAC leads is video marketing. It involves creating videos that advertise your business and attract interest to your brand.
One good thing about video marketing is that you don’t necessarily need to hire a video marketing agency or be an expert videographer to succeed. You only need a smartphone to take high-quality videos and even utilize their built-in editing software to come up with pro-level video marketing content.
Perhaps the most challenging aspect of putting together your own video marketing strategy is formulating the different types of content to film and determining the best platform to publish your outputs.
We recommend posting videos on your business website, social media platforms, and YouTube in today’s digital marketing landscape. At the minimum, you should post a new video on each platform once a week. In case you’re wondering, some of the video marketing content ideas you can create are as follows:
- Demo Videos Highlighting your Typical HVAC Services
- Interviews with your Satisfied Clients
- Livestream wherein you Answer HVAC FAQs
- Q & A and Interviews with your HVAC Contractors
- Fun Videos Showcasing a Day in the Life of an HVAC Business Owner
After uploading your content, you can refer to your video marketing statistics to determine if they’re effective. One way to do it is to single out the most viewed content and focus your video marketing efforts on producing more of them.
Capitalize on Online Reviews
Most customers who require HVAC services these days no longer check the phone book or inquire for recommendations from their neighbors. Instead, they go online to check out trusted HVAC companies with outstanding reviews.
Positive feedback from satisfied clients on crowd-sourced platforms, such as Google and Facebook, can spell the difference for your HVAC business. According to the Consumer Review Survey, 91% of consumers turn to positive reviews to help them decide which business to use. Prospective clients read ten of these reviews before trusting a business. According to the same survey, they trust online feedback as much as personal recommendations.
Deliver the Best Experience Possible for your Clients
Still, the best and surest way to get positive reviews is by delivering a complete experience worthy of leaving positive feedback. Just as important as delivering a 5-star experience for your customers is making the process of leaving a review as straightforward as possible for them. You can even use a built-in survey tool with a custom message asking clients to leave their feedback or text them the review link directly.
You’d also want to track the result of each HVAC lead-generation strategy as a reliable measure of success that’ll also enable you to spot areas for improvement. We recommend investing in software solutions that thoroughly look at your lead generation initiatives and measure the marketing ROI for each of your campaigns.
Marketing automation software lets you track leads coming from your website, advertisements (print and online), and calls. With other helpful features, this software allows you to see the entire scope of your lead-generation strategy and provide you with information you can share with your team and use to make informed business decisions.
Bottomline: What is the Best Way to Get Quality HVAC Leads?
There isn’t a single solution for acquiring fresh leads and new customers in 2022. Having said that, organic SEO remains the best strategy your business can adopt for the long term. The associated cost is minimal compared to PPC, and other paid advertising methods.
Recent updates involving local search allow HVAC companies to gain a premium listing within months. However, balancing your SEO efforts with other strategies is a must. Whether it’s Google or Facebook Ads, there’s always an alternative method to supplement traffic while your organic SEO kicks in.
Getting the services of an HVAC lead generation company is also ideal for service providers and companies alike. Since direct mail and similar advertising methods can only go so far, your business will greatly benefit if you hire professionals who can handle every advertising channel.
Want to learn more? Get in touch with us today!