As a heating and air conditioning company owner; where do I get leads from today? Where do I put my money today?

What worked even a couple of years ago may be outdated. We all know it is a fast-paced world these days, especially when it comes to marketing your HVAC business. So, what is important to helping your business grow?

Your website is still at the top of the list, but there are some new contenders:

  • Google My Business
  • Google Guaranteed or Local Service Ads
  • Google Pay Per Click Ads are still producing quality leads at an affordable price.
  • Google Local Pack Maps section

It’s tough to determine the source of your leads for a heating and air business. At most HVAC companies, the person answering the phone asks the question; “So how did you hear about us?” or “Can I ask why you chose us?” Follow-up questions can help the customer remember why they chose to choose your company after hearing about you.

What Generates HVAC Sales Leads in 2020?

The right message always provides quality leads. You must give them confidence and trust in your company. You must speak to your customer in terms they will understand and point out their pain. Then you must provide the solution for their pain.

What does your potential customer want from you? They want to trust your company, they want value in their purchase, and they want the job done fast.


  • Guaranteed Repairs
  • 24/7 Service or Extended Hours
  • Same Day Service

Speak in your customer’s words

When a home or business owner’s air conditioning is out, it’s a stressful situation. Let them know you’re there to make them comfortable again. It’s best to keep your conversations simple and not use industry terms, but instead to use consumer terms. Let them know what the repair is in the simplest terms and give them their options.

Provide their solution

They are looking for a solution to their problem. Show them that doing business with your HVAC company is the right decision for them. Show them you guarantee your work and repairs. You provide priority service for your customers. You provide better warranties over your competition. Let them know you have their best interest in mind, and you are going to take care of them and their family from here on out.

Where do you get the Best HVAC Leads Today?

There are so many HVAC lead sources today, from word of mouth to social neighborhood sites like Nextdoor. You must do your best to track your lead sources. This will help you determine where to best apply your marketing dollars. Let’s take a look at some of the most effective lead sources in 2020:

Referrals still dominate

These are typically your best and most affordable leads. If your heating and air company doesn’t have a referral program in place; we would highly recommend you start one today. You can leave a referral card each time you perform a service call, maintenance visit, or new equipment installation. Give your customer an offer they will use towards future services with your company:

  • Discount off repair
  • Free diagnostic visit
  • Dollars towards a new system
  • Thermostat upgrade
  • IAQ analysis
  • Ductwork analysis

Organic Digital Leads

This is probably your second best lead source after referrals. These can come in many forms.

  • Website: Your organic rankings on the search engines through SEO work
  • Google My Business: Make sure you have a complete profile and drive them to your website
  • Google Local Pack: This is the organic maps section on Google, correct information here is a must!
  • Social Media sites: Facebook Groups, Nextdoor neighborhood groups
  • Local associations: Better Business Bureau, BNI groups, Neighborhood groups, Teacher’s associations

Paid Digital Leads

There are many avenues on the paid side of leads for HVAC companies. Here is a list of some of the popular ones in 2020.

  • Google or Microsoft PPC (pay per click) ads
  • Google Guaranteed or Local Service Ads: The “Guaranteed” carries weight with the consumer
  • Yelp
  • Home Advisor
  • Angie’s List

Dynamic Call Tracking

You can assign different phone numbers to different campaigns. For example, you can assign different phone numbers for your website. The number called is determined by where the lead came from on the internet. You assign numbers to multiple organic sources (Google, Yahoo, Bing), so the number displayed on your website is determined by what search engine or website they came from to reach your website. You can even use them for paid lead sources such as Google Adwords, Yelp, Angie’s List. Trackable numbers can even be used for traditional campaigns like TV, radio, and billboards.

How Much do the Leads Cost?

In 2020, the range varies across a wide spectrum. It can range from a couple of dollars to several hundred for a quality HVAC lead. The raw cost of the lead is just the start. You must burden that cost with everything associated with acquiring that lead. Think about the cost of network television, billboards, and radio. It’s a complicated puzzle. So, commit to your marketing platforms, your budget, measure the results, and you will succeed over the competition that is not steadfast in their path or plan.

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