The Nitty Gritty
- Discover HVAC advertising campaigns for every budget and boost your business visibility
- Learn which options provide the best advertising returns
- Find out how to build the perfect campaign for your business
The marketing budget is a challenging beast. HVAC advertising is essential, but how do you make the most of your spending without running out of cash or spending on campaigns that don’t seem to work?
There are many options out there for contractors on all kinds of budgets. Many utilize websites and free social media accounts, which can center your engagement on your accounts rather than third-party websites and boards.
As you read our suggestions for HVAC advertising campaigns, consider what your business needs and the audience you want to reach.
Table of Contents
- Create Tailored HVAC Solution Packages
- Develop Interactive Online Tools
- Introduce A Membership Club
- Offer Experiential Rewards
- Dynamic Content Marketing With Augmented Reality (AR)
- Create A Virtual Showroom
- Sustainability Stories
- Launch Interactive Social Media Games/Challenges
- Host Webinars In Collaboration With Energy Efficiency Experts
- Customizable HVAC Service Plans
- Implement A 360-degree Review System
- Send Personalized Videos From Your Team To Customers
- Use AI-powered chatbots For Instant Customer Support
- Share Behind-The-Scenes Content
- Workshops On Integrating HVAC Systems With Smart Home Devices
- Interactive Infographics
- Use Dynamic, Interactive Elements In Email Campaigns
- Initiate Community-Wide Challenges With Rewards
- Develop A Mobile App
1. Create Tailored HVAC Solution Packages
HVAC advertising can be challenging, as many services carry a hefty price tag. This can make it difficult for potential customers to decide what they need and how much it can cost.
For example, you can offer premade heating, cooling or service packages and encourage potential customers to contact your business about their climate system needs. Offering packages at different price levels and energy efficiency/carbon footprint can appeal to many people.
This could look like webpages and booklets that outline particular packages depending on a customer's needs. Having these tailored packages can reduce confusion for potential customers: they’re not the experts, so it feels great to have an expert break it down. Systems are expensive; effective HVAC advertising shows off why they’re worth the money, what customers are getting and how it can benefit them in the long run.
2. Develop Interactive Online Tools
Getting leads to your website but can’t seem to convert? Encouraging clicks to remain on your page can be tricky, so inviting customers to learn more is where interactive elements can shine.
Your online tools can include information or quizzes for customers, such as comparing energy consumption and bills and how one using one system can add up. Or how energy bills have changed and what customers can do to save. Frequently asked questions can be turned into clickable elements, enticing an extra click.
The longer a lead stays on your page, the better chance for conversion.
3. Introduce a Membership Club Offering Exclusive Discounts
The best HVAC advertising encourages further customer retention; it’s far cheaper and more efficient to have returning customers than to obtain new customers (as you might have already guessed.) Rewarding returning customers with exclusive offers is straightforward and can be managed with field service systems like Simpro’s customer hub.
A membership club doesn’t need to be complicated; it can be as simple as a discount on future services for customers who choose your business to install their next HVAC system. You can also offer exclusive referral bonuses to members who refer a new customer to your business.
4. Offer Experiential Rewards
If a membership club sounds like a good idea, or you want to offer rewards regardless as part of your HVAC marketing, consider experiential rewards. Rewards can go beyond vouchers or discounts, especially for returning customers. HVAC advertising doesn’t stop at attracting new customers, after all.
This makes customers feel appreciated and entices them to choose your business again for future jobs.
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HVAC system performance checks
Offering system performance checks is a great way to boost new customer generation and assist returning customers. Potential customers might not realize the state of their HVAC system or how it can be improved: offering performance checks at a discount can entice new customers to understand their system with expert advice.
Returning customers will appreciate discounted or complimentary checks on their HVAC system, and it’s a great way to remind them of your great team.
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VIP maintenance service
If customers stick by your business, show them your appreciation with priority services or discounts. If you’ve got a customer with plenty of jobs, offering the VIP treatment can mean your business is set with a fantastic foundation.
5. Dynamic Content Marketing With Augmented Reality (AR)
Use augmented reality for leads to take your HVAC advertising to the next level. The power of AR means your customers have the option to visualize potential HVAC systems and solutions in their own homes. Using a phone or tablet, your business can provide tailored examples that customers can apply to their homes and cycle through the systems and products available.
It’s a practical and dynamic way to demonstrate varied and complex systems in an easy-to-digest visual format.
6. Create a Virtual Showroom for HVAC Systems
Many people aren’t ready to talk to a technician or business until they have a solid idea of what they want. Often, a showroom allows potential customers to wonder, ponder and understand their options.
Most HVAC businesses don’t have the luxury of large showrooms and storefronts to display their product range and the latest systems. Many climate systems are challenging to show off in person, so take advantage of your website and create a virtual showroom!
With an online showroom, your business has the flexibility to highlight different systems, their layout, key features and benefits. Customers can access your entire range virtually and take their time familiarizing themselves with options. It’ll do the grunt work and convert leads into customers.
Suppose you’re considering a virtual showroom for your business. In that case, keeping track of your inventory and updating the showroom when needed with tools like Simpro’s inventory tracking software is essential.
7. Sustainability Stories
Many potential customers may need to consider upgrading their systems or be made aware of the benefits of better systems for their bills and carbon footprint. Tailor your HVAC advertising to showcase the benefits of quality climate systems for the world and wallet.
Taking this further with customer stories and how your business made its goals a reality displays what your company can do for others. Have a satisfied customer that stands out? Ask them for their story! Real stories from real customers put people at ease and can encourage those leads to convert into paying customers.
8. Launch Interactive Social Media Games/Challenges
Social media is a business just as much as field service businesses, but views and interactions on their platform judge their productivity. Engagement on social media posts drives each service's algorithms, meaning more comments, likes, and shares posts receive, the more visibility your business will gain.
Accounts that boost interactions are positive to social media algorithms, so take advantage of them with games or challenges! This drives a positive loop of attention for your accounts, which can lead to organic views on your HVAC advertising. Organic leads are the most effective you can get, but they take time to cultivate.
For example, you can make your own ‘Sustainability/Energy Trivia’ and post a question each week or ask open questions for anyone to answer. For example: ‘What have you lost down a heating duct? 😅 Tell us below!’
There are many options, and depending on the social media account, you can tailor your HVAC advertising campaigns.
9. Host Webinars In Collaboration With Energy Efficiency Experts
Diversifying your resources benefits your business, and exploring different HVAC advertising options is essential. Budget-friendly options boost the information and resources you offer to leads and people in your community.
Webinars are a cost-effective option for engaging energy experts and potential customers. People are interested in energy use, carbon footprint, and how to reduce their bills. Webinars can be recorded and saved for future customers, adding to your available content.
Boosting available information and content on your website and social media pages is essential for your business to have an active online presence, encouraging different algorithms to boost your pages.
10. Customizable HVAC Service Plans
Not all customers are able to maximize their energy efficiency and balance their budget. Others are looking for the best and put sustainability first. Some customers may only require basic servicing for split systems, whereas others may require gas heating and air conditioning maintenance.
Depending on your business niche, you might already know the audience for your HVAC advertising targets. If you’re looking for a variety of new leads or know your base, customizable HVAC plans will give customers more options.
Say you decide to service apartment buildings; your business can offer service plans to managers for regular maintenance for all the units in the building. The guaranteed jobs mean you can offer discounts in exchange for ongoing business.
11. Implement a 360-degree Review System For Customers’ Detailed Feedback
360-degree review systems involve reviews from every step of a job. Get feedback from other team members, supervisors, customers and employees to get a complete idea of how a job was completed. Detailed reporting and job updates can streamline detailed reviews, and this is where an effective field service management system shines.
If a customer has contacted your business with detailed feedback, positive or negative, it’s essential your business understand where it’s coming from. These reviews can uncover previously unknown issues or create an excellent success story.
Good or bad, responding to honest reviews increases customer satisfaction and can show leads that your company is trustworthy.
12. Send Personalized Videos From Your Team To Customers
This can be for specific customers or as part of your social media HVAC advertising. Recording videos from the team with well wishes or for holidays gives your business a friendlier feeling and look, and hey, everyone can wear Santa hats for the holidays.
These videos can feature specific members of the team or the whole team, showcasing your technicians and how you’re part of the local community.
13. Use AI-powered Chatbots For Instant Customer Support
AI-powered chatbots are a popular tool for businesses to implement on their websites: these programs can answer customer inquiries and direct website visitors to pages and resources relevant to their questions. They’re great for general questions and guidance around your website and give customers a point of contact at any time.
14. Share Behind-The-Scenes Content
Your business is unique. It could seem like another HVAC business to the outside observer, but you have a one-of-a-kind team!
If you’re considering video content for your HVAC advertising and marketing campaigns, behind-the-scenes videos and sneak peeks can help customers get to know the team and how you operate.
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How your team works
A rundown on who your team members are and what they do helps customers feel more familiar with your business and shows the world how you work. This can include the kind of expertise team members have, what you specialize in, and the projects your business can handle.
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Technology you use
Showcase the kind of tech your business uses for installation, maintenance and customer convenience. This can be a mobile app, augmented reality troubleshooting, manufacturer diagnosis tools, and more. If you have a cool piece of technology to display, demonstrate it!
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Customer stories
Usually, when a potential lead wants to get an honest look at a business, they’ll check out the reviews from other customers in the community. With customer stories, your business can highlight satisfied customers and how you’ve helped them in the past.
This could be anything from maintenance to new installs.
15. Offer Workshops On Integrating HVAC systems With Smart Home Devices
Technological developments boost HVAC sales and services more than many other trade industries. There are plenty of options for comfort and convenience, and your customers need to know about it through HVAC advertising! Improving their climate systems includes streamlining how they use and control them at home. Thinking laterally about how you can display the benefits of upgraded HVAC systems can help clients see what your business can offer.
Creating workshops covering the integration of HVAC systems and smart home technology not only helps current and future customers realize the potential of home convenience but also displays your business's knowledge and capabilities.
You could take it one step further and offer deals for anyone attending the workshops.
16. Interactive infographics
Infographics are handy tools for taking a lot of data and presenting it in an easy-to-digest format. The average customer needs to learn more about the latest HVAC systems, sustainability targets and benefits of certain systems. For your HVAC advertising and marketing, infographics can be why a lead remains on your website for longer.
You can take infographics further with interactive sections, such as further reading or clickthroughs to the relevant system/HVAC service package. These can double up as handy quick-links around your website.
17. Use Dynamic, Interactive Elements In Email Campaigns
Email campaigns are excellent HVAC marketing tools for staying in touch with your customers. They make it easy to notify your customer base of your new services, the latest HVAC news and reminders to book servicing and maintenance.
Balancing the number of emails your business sends and the value to the customer is important. If you’re going to have consistent email marketing, make the most of it with interactive elements. These elements make your emails engaging and offer customers ways to engage and save.
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Polls
You can poll or survey customers about anything! It doesn’t have to be purely related to your business, but it can also be about topics like sustainability, energy, technology or convenience.
They’re fun elements to add to emails from time to time!
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Count down timers
Countdown timers effectively encourage customers to take advantage of offers and deals. For example, you can offer a 15% discount on their next service as long as they book before the end of the deal period.
18. Initiate Community-Wide Energy Savings Challenges With Rewards
Sometimes in marketing, you’ve got to go big. HVAC advertising is no exception. Your business may have some success with workshops, interviews and webinars, and the next step could be a community-focused campaign.
Most in the community, for example, probably haven’t heard of the recent changes to the SEER system and how that affects the HVAC industry and their systems. A campaign to upgrade to the SEER2-compliant systems with rewards offered for all takers could be a great way to boost your business and
19. Develop a Mobile App
Okay, you might be thinking, ‘Why does everyone have an app these days?’ Well, mobile apps are not only handy for customers, but they’re also an effective form of HVAC advertising that remains with them
Mobile apps take time and money to implement, but if your resources offer AR guides, video how-tos and informational content, a mobile app could be the next step. You can even use content you’ve already created that new customers may not have seen before.
Your mobile app could offer:
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HVAC tips
Common troubleshooting, energy-saving hints and general tips can be handy resources for customers to refer to. You can add new information and tips at any time, encouraging users to open the app again.
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Service booking options
List who to contact, what kinds of service options are available, and what slots are ready to go. This depends on the app you develop and how customers can contact your business through it.
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Remote control for innovative HVAC systems
Now, this is getting technical! If your business uses particular systems and integrates with smart home systems, you can offer remote access directly from the app.
How To Measure Marketing Success in HVAC Advertising
Measuring success can be difficult. Some campaigns won’t get the expected results will take time to generate optimal leads.
There are several measurements, depending on the kind of advertising. For videos, it can be the views, comments and page clicks. For resources on your website, the clicks are compared to the number of leads that contact your business. Compare your budget to the number of customers that the campaign gathered, and offer surveys to ascertain how a particular customer heard about your business.
Remember, there’s no one HVAC advertising campaign that will best suit your business, so it’s important to develop a multi-layered marketing strategy for the most effective results. Ensure that your business has a website, has social media accounts and a Google business page. Take advantage of free tools to establish an online presence, and boost their effectiveness with built-in analytics.
Develop the best HVAC advertising to win new leads
Get more leads for your business with a flexible marketing campaign and start growing your reputation and customer base. HVAC advertising continues to evolve, and your field service can be part of it!
As your business grows, streamlining your business processes is more important than ever to stay sharp. Simpro’s industry software can take your Field Service Software to the next level and provide your business with essential marketing insights to tailor your HVAC advertising.
Frequently Asked Questions about HVAC Advertising
How can tailored HVAC solution packages benefit my business?
Solution packages can provide much-needed convenience and ease for potential customers. Many leads may have a vague idea of what they need but not how to choose what they want.
Tailored packages work for customers, taking the guesswork and stress out of deciding on a new system. They show them precisely what they’ll get and how it will benefit them. Convenience and comfort can’t be underestimated!
What if my HVAC advertising isn’t working?
If your business has implemented a campaign and it’s not performing, there are a few options. The first is to scrap it, especially for expensive campaigns that aren’t benefitting your business.
Another is to analyze how it worked and what customers it attracted. Perhaps the way it was implemented didn’t reach the intended audience, or it needs to be reworked.
Sometimes, you just need to stick at it. This is important for website content, like blogs or resources, as consistent updates will boost visibility. Organic presence and leads don’t happen immediately, and the HVAC advertising might need tweaking.
It’s up to you to decide what is best for your budget and intention.