Are you looking for ways to propel your success with HVAC lead generation and increase service calls? Great!
You need clients to survive in business. But you’ve got plenty of competition, considering the US has over 118,000 heating and air conditioning contractors.
The industry looks promising, though. According to Statista, the global HVAC market will hit $367.5 billion by 2030. Further, it is projected the US HVAC market to grow at a CAGR (compound annual growth rate) of 6.0% in the next 6 years.
Even if the above figures point to increased opportunities, you must work towards a competitive edge that will keep your business flourishing. This blog post will teach you how to get HVAC customers for free or close to it this year.
What is an HVAC Lead?
An HVAC lead is a person or business interested in heating and cooling services. The prospects can demonstrate interest by requesting a quote or more information about a particular HVAC service or product.
While you might buy HVAC leads, that could do more damage than good to your business. You run the risk of wasting money on low-quality or unverified prospect data, not to mention the enormous energy and time required to nurture uninterested parties towards sales.
Furthermore, buying HVAC leads doesn’t just create a false sense of meaningful marketing activity. It could also harm your reputation. You want to avoid the impression that you use underhand techniques to find prospects.
Remember that some HVAC lead companies charge an upfront fee without guaranteeing expected results. It is not surprising that their level of customer service declines once they pocket your money.
And so the question is: how do you get free HVAC leads? The following section will guide you on becoming an HVAC lead pro without spending a fortune.
Free HVAC Lead Generation Techniques
Optimize Your HVAC Website
Most HVAC contractors have a website, but only a few sites get the phone ringing and generate qualified leads.
Your website is the first impression most people have of your HVAC company. More importantly, it plays a significant role in how search engines decide whether to show your business on the organic results pages. Consider that most HVAC repair shoppers run a search online before booking an appointment.
If you don’t have an optimized website, it doesn’t matter how many people search for air conditioning or heating services in your area — they won’t find you online.
Luckily, there are plenty of tools to help you optimize your HVAC site and ensure you don’t miss out on any qualified leads and business opportunities. On the basics, ensure the site is well-structured, fast, mobile-friendly, easy to navigate, laser-focused on SEO.
Use your website to build trust with your target audience. It’s where you can showcase your work and testimonials and start a blog to teach homeowners about HVAC topics like regular AC tune-ups or choosing the right thermostat. And it’s also where you can offer incentives (including discounts) augmented with compelling call-to-actions (CTAs) to drive more leads to your business.
Capitalize on Local SEO for HVAC
Local SEO is a powerful asset for HVAC lead generation. It involves optimizing your website to show up prominently in organic results for searches that include a geographic location.
Most people who need HVAC services use the internet to find a reputable company in their area. For example, a homeowner in need of AC installation will type “air conditioning repair near me” into Google and look at the first few results that pop up. If your business shows up at the top of these search results, you’ll have a better chance of converting these searchers into leads and paying customers.
Below are two primary ways to optimize your online presence for local searches:
- Use Local Keywords: While broad HVAC phrases (like furnace repair and AC installation) can drive substantial traffic to your website, local keywords (e.g., furnace repair in Los Angeles, CA) do an excellent job of bringing more qualified traffic and leads. Spread the long-tail keywords across multiple service pages on your website, rather than stuffing them in one or two pieces of content.
- Optimize Your Google My Business Profile: An optimized and verified Google My Business profile could land your business in the highly sought-after Local 3 Pack. These are the top three businesses Google considers the most relevant for a local search.
Encourage Online Reviews
Online reviews help you build trust with potential customers and demonstrate that you’re worth their time (and money). Nearly 90% of consumers read reviews online before making a purchase.
But how do you make customer testimonials a reliable HVAC lead generation magnet?
First, deliver superior customer experiences. After which, ask for reviews at the right time.
The best time to ask for a review is when a customer is satisfied with the service. Disappointed customers will likely provide negative feedback, which could repel about 60% of prospects.
Ease the process by providing links to your social media pages, company website, or other sites where they can leave reviews. The most visited review sites are Google (81%), Yelp (53%), and Facebook (36%).
Offer an incentive (like a discount or free service) for each positive feedback if possible. It should not be too big; otherwise, people might start leaving fake reviews to get free stuff. You can always request short video testimonials to showcase the “before and after” of your customer experiences.
Amplify Your Social Media Presence
Social media is another effective way to generate free HVAC leads. It helps to register with all the social media platforms that matter to your target audience—we suggest Facebook, NextDoor, and Instagram (at the minimum).
Start by sharing your best customer reviews on social media. Then, follow up with posts about industry news, like energy-saving tips or new technology in the world of HVAC. Bonus points if you include pictures or videos from job sites.
Make sure your posts are engaging, interesting, and compelling enough that your followers want to share them. Use a posting schedule to maintain consistency with your posts and promotions. By keeping your social followers on the radar, they’ll remember who to consult for their heating or cooling needs in the future.
Harness Targeted Email Marketing
Email marketing stands as a cost-effective way to generate business for HVAC companies. Email marketing allows you to create targeted content for different audience segments, ensuring each subscriber receives relevant and helpful information. But how do you get the most out of email as an HVAC lead generation tool?
First, build an email list with the customer’s permission. People added without permission will likely unsubscribe. Your ESP might penalize you for violating anti-spam laws. Include an opt-in form on your website or social media pages that visitors can fill out to sign up for your newsletters.
Take the time to segment your email contacts based on their location, interests, and behaviors. From there, start sharing valuable content that resonates with respective email segments for improved open rates, engagement levels, and, more importantly, higher conversion rates.
Effective HVAC lead generation calls for a personalized blend of multiple marketing techniques. We hope that the methods we’ve shared here will help elevate sales opportunities for your business.
Are you a Southern California HVAC contractor looking for HVAC leads near me? GoMarketing can help! We are your online marketing partner, providing top-level solutions to help contractors like you reach their maximum potential. Feel free to contact our team at 805-413-7893 for assistance with HVAC lead generation.