The Best Ways to Get HVAC Leads, Book More Appointments, and Grow Your Business

Quality leads are fuel for an HVAC business. Without more leads to increase setting appointments, growth is going to be a struggle.

But where do these leads come from? And how do HVAC specialists learn about the marketing and lead generation they need to succeed, without getting overwhelmed?

Look no further than these HVAC lead generation strategies. Whether you’re just starting out, or looking for new ways to scale your business, the lead gen ideas below can get you on your way.  

HVAC Lead Generation Strategies: Finding the Right Mix

Gathering more HVAC marketing leads requires a variety of different outreach and engagement methods – there’s no single best way to get HVAC leads. Customers need to be able to find you through the channels they prefer. To cover your bases and grow your business, try building a strategy that’s a blend of owned, earned, and paid strategies.

Owned Content: Optimize Your Online Presence

You might own a brick-and-mortar headquarters that draws eyes as people drive by, but as most of us know, it’s your online presence that’s going to generate the most awareness. Which means optimizing your owned online properties to generate more HVAC leads is more important than ever.

Grow Your Traffic Through Search

Improving your website with search engine optimization (SEO) strategies is crucial to make sure your business can be discovered online. Start by ensuring that your company site uses a simple, logical structure that’s easy for visitors (and search engines) to follow. 

Over time, using your team’s expertise to generate content that’s relevant to your ideal customer can increase the number of searches your business appears for. Think of the value of owned, information content this way: If your business is the one people turn to on the internet to learn how to handle basics of their HVAC system themselves, it will likely be the first place they call when they can’t do it on their own.

Build a Presence Elsewhere

To generate more HVAC leads, you need to go where your potential customers are. That means building a presence on social media and search. Not sure where to start? Keep it simple with a Facebook Business Page and a Google My Business profile. Each of these platforms can help increase the number of leads you generate, ensure that people can find reliable information on your business, and allow you to engage with both existing customers and potential ones.

Earned Content: Manage Your Reputation

Earned content is often looked at as a sort of holy grail of marketing and lead gen. Defined as “any material written about you or your business that you haven’t paid for or created yourself,” earned content offers tremendous value to home services businesses, especially those without too many marketing-specific funds in their coffers. 

Online Reviews: The New Word of Mouth

In HVAC lead generation, word of mouth used to be one of, if not the, most important ways to generate new customers. While it’s still very useful in our digital age, word of mouth has in many ways been replaced by online reviews. Whether it’s your Google My Business listing, Facebook profile, or otherwise, your reputation is always just a quick click or search away—and more people are reading your reviews than ever before. 

Gathering feedback and racking up good reviews holds a lot of potential for HVAC businesses, just as being the first name on every recommender’s lips once did. Not only does it make potential customers who find your business more likely to inquire about your services but, as an important ranking factor in local searches, it makes it likely that more people will discover your business in the first place.

Train Techs in the Field

The importance of reviews should be reflected in all parts of your operation, not just your marketing efforts. Communicate this importance to everyone in your organization and, above all, work with your technicians to make sure they can effectively solicit reviews from customers. After all, they’re the ones who spend the most time face-to-face with customers.

Offer Incentives

Sometimes, offering something extra like a gift card or a discount on future services can be a great way to expand your portfolio of online reviews. Don’t limit incentives to reviews, though. Creating an incentivized referral program is an excellent way to earn even more leads. Offers can be easily sent to customers using automated email campaigns. 

Paid: Placement and Outsourcing

While owned and earned marketing initiatives will entail an investment of time (and, of course, payroll), you may wish to use your marketing and advertising budget on paid efforts that can deliver a wellspring of high-quality, exclusive HVAC leads. 

Use Lead Generating Sites

Outside of a simple Google search, many consumers use listing sites such as Angi, HomeAdvisor, Yelp, Thumbtack, and more to discover home service providers like HVAC specialists. Establishing a profile and engaging with customers on these sites is an excellent way to generate qualified leads with a relatively passive investment. 

Place Targeted Advertisements

Owned content on your website, social media profiles, and Google My Business profile can go a long way toward filling your hopper with qualified leads and your team’s schedule with jobs. However, if you’re looking to expand your client base in a big way, or even expand into a new area, well-placed advertisements search, banner, and social media ads can provide a huge boost. 

Text ads on Google Search and banner ads placed across the Google Display Network can be specifically targeted to your ideal customer profile. And with their pay-per-click and cost-per-impression models, you can make efficient use of your budget, no matter how large or small it may be.

Enlist the Help of Experts

At the end of the day, you may decide that your expertise lies not in running an expansive lead generation program but in providing top-of-the-line HVAC services. In this case, there’s simply nothing wrong with leveraging the help of outside experts. Rather than bringing on your own marketing and lead gen staff, you can partner with a marketing agency or consultancy, whether on an annual or per-project basis. Alternatively, you can place a job listing for freelancers on sites like Upwork and Fiverr and find someone that will work within your budget.

Qualify and Convert More HVAC Leads

Once you’re generating quality leads, you must be able to make the most of them. The Convoso dialer is designed with lead efficiency and effective sales in mind—so that your team can reach more leads and drive more profits than ever before.

Learn more today about how the Convoso dialer can help you scale your HVAC business by scheduling a free demo today.