In 2020, the HVAC systems market was valued at a jaw-dropping $15.16 billion. But despite the size of the market and people’s willingness to spend money on it, many owners of HVAC businesses are struggling to get their rightful piece of the multibillion-dollar pie.
What’s the difference between HVAC companies that are swimming in cash and those that are struggling? In many cases, marketing. And even though HVAC marketing can be quite niche-specific, it can help you take your business to heights you never thought were possible.
Want to learn more bout how to turn your marketing ambitions into a lead-generating system? Read on to see our hottest HVAC marketing tips.
- Referrals
According to TechJury, 86 percent of buyers are prepared to shell out extra cash in exchange for a better customer experience. If you can continuously dazzle your customers, they’ll be more than happy to tell their friends and coworkers about “The amazing HVAC company we hired when the furnace stopped working last winter!”.
For residential HVAC technicians, you may even be able to generate a little more enthusiasm by starting a loyalty program. Can you offer free inspections or discounts on future installations in exchange for referrals? You’d be surprised at what a solid word-of-mouth campaign can accomplish.
- Service Upsells
In advertising circles, conventional wisdom states that selling to existing customers is often easier than acquiring new ones. Nowhere is this more true than in the HVAC industry.
Think about it.
If you’re talking to a new client about the HVAC systems you’ve just installed, you have a natural opportunity to mention that people are saving money on their HVAC systems with regular maintenance checks. And because you’ve just finished doing incredible work for this person, they’ll be more likely to nod and say, “Okay. Should we book the next appointment for three months from now?”.
To be clear, you won’t get a yes every time you try this technique. But if you’ve got a few empty spots in your calendar, it can’t hurt to send some emails or do some upselling during your next house call.
- Pay-Per-Click Ads
Have you browsed your Facebook feed lately? If so, then you’ve probably seen a PPC, or pay-per-click ad, at work. And in the hands of an experienced HVAC PPC company, you can use this powerful technique to generate leads with the ease and simplicity of turning on a hose.
People in your service area will often make time-sensitive Google searches that say things like “emergency HVAC services in my area” or “HVAC technicians nearby”. PPC ads allow you to direct these searchers to your website.
HVAC Marketing Doesn’t Have to Be Complicated
When you offer professional HVAC services, you’re not just a technician or an air conditioner expert – you’re a small business owner. And if you want to be a business that stands the test of time, you need a marketing plan that will help you attract new leads. Whether you’re expanding your service area or looking to fill next month’s calendar, HVAC marketing can help you accomplish all of your goals and more.
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