Author Archives: HVAC Webmasters

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The (Ultimate) HVAC Facebook Marketing & Management Guide

HVAC Facebook Marketing Guide Cover

Delving into HVAC Facebook marketing can seem intimidating for contractors in 2023. However, with the volume of users (about 307 million) and the average time spent per day (about an hour), Facebook has done a lot to transform itself into an asset for business owners. 

Like Google, Facebook has spent a good portion of the last decade rolling out new services like advertising and ways to connect business owners to their audience. As a result, Facebook has emerged as an essential marketing tool for AC and heating companies.

2023 is the perfect time to revamp your HVAC business’s Facebook page. That’s because HVAC contracting enterprises have been slow to adopt Facebook marketing as a priority, as have many other home service businesses. So if you are serious about getting started with HVAC Facebook marketing, you could be getting a jump on your local competitors.

There are many different aspects of Facebook management for AC companies. As a result, HVAC Webmasters outlines some critical social media marketing and management tactics in the following guide. 

Setting up an HVAC Facebook Business Page

Having a Facebook page for your business differs from having a profile on Facebook. To set your business up for success on Facebook, you will want to set up a Facebook “Page” for it. You can start by visiting the Facebook setup page.

And as you can see from this page, you have two “Page” options. The first option is “Business or Brand,” and the second is “Community or Public Figure.” Of course, as an HVAC contractor, you will want to choose “Business or Brand.”

To go any further, you will have to have a Facebook account already, so if you don’t already have one, sign up for one now. Next, you will be asked to categorize your business. You will also be asked to name your Facebook business page. We recommend naming your page directly after your HVAC business name. 

The rest is self-explanatory. Fill your business page with high-quality pictures, provide a brief description of your business, and assign page roles to yourself and anyone else that will be helping you manage your Facebook page (Admins, moderators, editors, etc.).

If you look just below the cover photo of your Facebook page, you will see an option for “Add a Button.” This is where you can add a call to action button. We recommend doing that as soon as possible because it will make it easier for consumers to get in touch with you. 

Once you click the “Add a Button” option, you will be asked to choose from various CTA’s. Pick the one that is most relevant to your business. 

It’s also vital to thoughtfully fill out the “About” section of your Facebook page, as that is the section where most people go to find out crucial information on your business. Here are some things you might want to include in the “About” section:

  • The date or year your business was founded
  • A brief description of the services you offer
  • How your customers use and benefit from your services
  • Any awards or accolades your business has earned
  • Company mission, philosophy, or motto
Screenshot of Facebook Business Page for Local HVAC Company

Building A Community

Using Facebook as a means of HVAC marketing is about building a community. One of the first steps towards building a community is going to your page and clicking the section that says, “know friends who might like your Page?” 

You can invite people you know to check out your page and follow it here. You must only include people who might be interested in your page, business, or the content you plan to share. 

Facebook Community Stats

Consider friends, business contacts, customers, colleagues, or even suppliers in your business network. Of course, you will need their contact information to narrow your options immediately. 

Interact with Followers

One of the best ways to cultivate a community on Facebook is to be active and responsive. Consider your followers as valuable commodities. If someone leaves you a comment, don’t ignore it. Instead, do your best to respond to the comment as soon as possible. 

It is helpful to have someone manage your Facebook Page daily – even if you can’t respond promptly, someone in your business should speak on your behalf.

The more likes you get on your Facebook page, the more potent it becomes for your business. And to keep things in perspective, the point here is to market your business. So, of course, marketing works best when your business is evident. 

Getting likes makes you visible on Facebook, and being responsive to comments and posts is a great way to get likes. 

Post on Facebook

The “Write Something” field is where it all begins. Of course, sharing content will reach out to your audience and attract more followers. But what sort of stuff should you post on your Facebook Page as an HVAC contractor? Here are a few examples of content that will be helpful for HVAC businesses specifically:

  • Blog Content: Content marketing is compelling and important. With Facebook marketing, you can leverage the blog content you have published on your website. You can do this by writing up a quick preface to the content (1-2 sentences should do it) so that your followers will have a good idea of what they will be reading. Then, include a link to the blog post and click “Share Now.” It’s best to link to blogs that have been particularly popular on your site or at least relevant ones to the original post content.
  • Images: Images are a great way to engage followers and give them a quick reason to hit the “like” button. Images also drive engagement and interaction among Facebook users. Everything from funny memes to images of interesting job sites is fair game. 
  • Pins: A tool like DataPins produces verified job postings of your recent work with images and captions. These schema-pins are great to share on Facebook as they serve as social proof for your heating business.
  • Facebook Live: Facebook Live allows you to share live, streaming video content with your followers. This can be especially beneficial for HVAC contractors because it will enable them to show real-time work. Consider live-streaming the final touches on a new HVAC system you’re working on or an exciting phase of the job.
Screenshot of Facebook Post About AC Maintenance

HVAC contractor Facebook management comes down to timely posts that spark engagement. Of course, the algorithm limits how many impressions your organic posts receive, encouraging you to invest in Facebook Ads.

Target an Audience

Facebook promotion is also about knowing your target audience. Think about your typical customers. What age are they? What does their general income appear to be? Are they residents? Are they business owners? 

The cool thing about using Facebook for marketing is that you can tailor your content to the interests of a specific group of people. Facebook ads even allow you to target consumers by particular demographics. 

You have to consider the kind of content your demographic wants to see for inbound marketing. This will make your marketing efforts much more effective. 

You can use their helpful Audience Insights tool even if you don’t use Facebook Ads. It’s free, allowing you to gain insights into your followers’ interests and behaviors.

We encourage you to use this tool to tailor your content to your target audience’s interests, needs, or desires. You can even use the Audience Insights tool to see the same characteristic data for your competitors’ target audiences. 

Facebook Ads for HVAC Companies

While your Facebook Business page can help establish your company and showcase recommendations and content, the best way to reach a large audience on the platform is through HVAC Facebook advertising. Whether you run lead ads or boost your posts, you will earn more followers and gain more impressions than you ever could without ad spend.

The best Facebook Ads for heating and cooling companies create engagement, urgency, and action. Consider offering a timed discount or coupon along with social proof that validates your company’s credibility. Video ads often produce the highest engagement rates, particularly if you demonstrate energy and liability through the video content.

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5 Best HVAC Hashtags for Social Media (+ How to Use Them)

Blog Cover for HVAC Hashtags

Unless you are a particularly young owner of an HVAC contractor business, you probably aren’t too familiar with hashtags and hashtagging. While HVAC hashtags are most likely uncharted territory for HVAC business owners, the fact remains that they can boost your visibility.

Hashtagging specific keywords and phrases can be an excellent way to draw attention to your social media presence, potentially generating an entirely new stream of leads.

While HVAC hashtags may be an unfamiliar concept to you, the good news is that it’s relatively simple to start using them. Like many things in SEO and digital marketing, there are ways to optimize HVAC hashtag use so that you get maximum response. 

In the following post, HVAC Webmasters discusses HVAC hashtags and how you can use them to increase business. 

Best HVAC Hashtags To Promote Your Business

You can create an HVAC hashtag from any keyword or phrase you want. However, some hashtags already have a following on social media platforms, making them an obvious choice. To help get your creative juices flowing, here are some starter HVAC hashtags you can use:

Instagram Screenshot of AC Company Post With HVAC Hashtags

1) #HVAClife

#HVAClife makes an excellent HVAC hashtag because it allows you room to use it in various posts. So whether your goal is to inform your customers or talk about a winter promotion, #HVAClife can fit almost anywhere. The whole idea is that you are living the life of a contractor.

2) #HVACcontractor 

The contractor tag is a great HVAC hashtag because you can use it to drive social media users to your website or landing page. It’s simple: users see the hashtag #HVACcontractor in one of your posts, click it, and navigate somewhere they can hire an HVAC contractor.

3) #airconditioning

You probably know that AC services are the bread and butter for most HVAC technicians. As an HVAC tech, you also know that the average AC maintenance service call will net you anywhere from $75 to $200. That’s why #airconditioning can be an incredibly lucrative HVAC hashtag.

4) #HVAChacks

The hacks tag will win you some credit with younger, first-time homeowners who love a good “life hack.” It will also attract people looking for tips on maintaining and optimizing their HVAC systems. Utilize this tag in posts that include HVAC tips to generate more attention for your business. 

5) #HVACservice

Last is a general HVAC hashtag that will attract people who already know what they want. For example, if people seek the #HVACservice hashtag on social media, it’s not likely that they’re interested in dog grooming or mobile car washes. So naturally, they require HVAC services – either learning about them or hiring someone for them. 

Why Hashtags are Important to Your HVAC Business

You may wonder why something you may not have ever heard of is necessary to your HVAC business. HVAC hashtags are essential in a few key ways:

They Increase Visibility

It’s all about being visible in the places where your customers are. Social media is that place. One study found that Americans spend over 2 hours on social media daily. HVAC Hashtags will make it easier for people to see you and your posts on social media. 

Social Media is A Means of Research

Another study found that over half of all social media users browse their feeds to research products and services in their area. So it’s clear that people are using social media for much more than sharing pictures of their cats. 

They Can Generate Leads

HVAC hashtags can generate new leads for your business by getting your content out to more people across social media and the internet in general. The more attention your content gets, the more likely people will also be interested in your services. 

Tips for Optimizing Your HVAC Hashtags

You can’t just start throwing out hashtags left and right. You must know how to use them to get the best response. Here are some tips for optimal HVAC hashtag use:

Don’t Overuse Hashtags 

No one wants to read a post that is primarily hashtags. So try not to stuff your posts with them. Instead, use them naturally. A good rule of thumb is to have no more than three hashtags in one post. 

Embed Links

It can also be helpful to embed links into some of your hashtags to make it even easier for leads to find the information they seek. However, you have to be careful about links too. Be sure that the link leads to content relevant to the hashtag. 

Use Your Company Name

Whenever possible, it’s a good idea to use your company name as a hashtag. Tagging your name helps build your brand, increase recognition, and make it even easier for customers to find you online by name.

Localize your Hashtag

You can also include the name of the city or neighborhood where you offer your services to increase local traction. 

Include Keywords

If you have an SEO strategy for your business, you probably already have a good list of HVAC keywords. Again, include these keywords in the HVAC hashtags you use for social media whenever possible. 

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7 (Amazing) HVAC Social Media Posts Ideas for 2024

Blog Cover for HVAC Social Media Posts

HVAC companies don’t have a lot of free time on their hands to brainstorm social media posts. As a business owner or operator, this can be a frustrating problem. You probably found this page because you need some ideas for your Facebook, Twitter, Instagram, or Google Posts.

Without further ado, HVAC Webmasters’ presents 20 social media post ideas.

1) Company Culture Post

One of the most effective social media posts for HVAC contractors demonstrates company culture. Highlighting your company’s principles, such as loyalty, honor, and respect, can go a long way toward connecting with customers. For example, business owners with military backgrounds can integrate their background through company culture.

Example Social Media Post Highlighting Company Culture

2) Blog Share Post

If you are familiar with content marketing, you understand that one piece of content can be used in various ways. A great example of this is sharing a blog post on social media. Shared posts help drive traffic to your website, where social media followers can enter your sales funnel. Crafting engaging, high-quality posts with appealing topics works best.

Twitter Post Linking To Blog Post From Website

3) Seasonal Post

When it comes to social media marketing for HVAC companies, seasonal weather changes can be a significant inspiration. After all, your consumers’ needs change with the seasons. For example, emerging winter weather calls for furnace maintenance, heating repair, and other kinds of services that keep residents warm. 

Social Media Post Example Showing Seasonal Theme

4) Holiday Post

Like with seasons, holiday posts are a great source of inspiration for HVAC social media. Whether it’s Christmas, Thanksgiving, Halloween, or Memorial Day, your company can share the holiday spirit with followers. HVAC contractors also often run promos during these periods, which you can integrate into your social media post theme.

Social Media Post Showing Memorial Day Tribute

5) Service-Based Post

Sometimes highlighting a featured service can help draw interest from social media followers. Customization is a vital component of marketing for HVAC contractors, so reaching people who require a specific service works best when your post is particular. If your company offers a rare or unique type of service, be sure to feature that within your social post.

Social Media Post Showing Featured Service Type

6) Social Proof Post

At its core, social media is about community and bringing people together. There’s no better way to spark interaction than by providing social proof. For example, creating a social media post that highlights a recent customer review is a great way to foster engagement and increase conversions for your AC and heating service. 

Social Post Showcasing Customer Review

7) Job Site Post

Social media followers tend to respond more favorably when they see you in action. This will look like an image or video of your team performing a job on-site for an AC company. Nothing builds credibility more than real-time images and videos, which provide onlookers with an inside peek into your services. Showing yourself and your staff is also a great way to personalize your brand.

Social Media Post Example Showing Company Owner At Job Site

Where To Publish Social Media Posts for HVAC

Now that you have some excellent ideas of what content to post, you must decide where to publish them. Naturally, the best platforms are the ones where you’ve already built a significant following. The one exception is Google Posts which can appear anytime a user searches for your brand name. Below is a list of social media platforms optimal for posting.

Facebook

Facebook’s organic reach is limited, so you will have to boost posts to reach a significant audience. Think of a boosted post as a post/advertisement. Though you are paying for others to see it, like with a Facebook ad, it appears post-form and, therefore, tends to reach people organically.

Google Posts

Google is an excellent place to post social media content because users will see it every time they search for your brand name. In addition, unlike social networks like Facebook and Instagram, users do not need to follow your company to see your post populate on their search engine. You will need to claim your Google Business Profile before posting anything.

Instagram

Instagram, owned by Facebook/Meta, is the best place to post visual-driven social media content. For example, images or short videos of your on-site work will appeal to Instagram followers. Unlike Facebook, IG allows users to see your content without boosting the post.

Twitter

Twitter can be hit or miss for HVAC companies, but it’s still worthwhile to post on your feed occasionally. Unfortunately, the reality is that most HVAC consumers are not using Twitter to engage with companies. Still, it lends credibility to your business when you establish a profile and post your content. Also, be sure to include your contact information within your profile.

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HVAC Long-Tail Keywords: Definition + Ranking Methods

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What are Long-Tail Keywords?

Long-tail keywords are extended queries users submit through search engines like Google. For example, instead of a base term like hvac repair, the user may search for a long-tail phrase like signs you need hvac repair.

HVAC SEO Webmasters

What You Need To Know

Long-tail keywords account for more than half of your company’s organic search traffic, making them more important than “primary” keywords.

How HVAC Websites Can Benefit From Long-Tail Keywords

Everyone in the local market competes for the same HVAC keywords. For smaller businesses, this is a problem because outranking the big guys means trying to match deep pockets, dollar for dollar.

And even for big, well-established HVAC businesses, it’s a full-time job ensuring they stay at the top of search results for high-volume keywords like hvac repairhvac maintenance, and hvac installation.

Another factor is domain age. Sites registered ten years ago respond faster to search engine optimization, while brand-new domains may take up to 6 months to compete for high-competition keywords.

Long-tail keywords are lower competition, but new sites can rank for them quickly. In the following post, HVAC Webmasters outlines the importance of long-tail keywords for HVAC contractors.

Long-Tail Keywords Explained

Long-tail keywords contain more specific information, typically due to users honing their search while moving through a purchasing funnel. We touched on the fact that long-tail keywords are lower competition (used by searchers less frequently) in the intro to this post. 

While their keyword volume registers less frequently, they are still incredibly valuable because websites can more easily appear as the #1 result. In addition, an Ahrefs study found that nearly half of all Google queries are undetectable. As a result, these terms will generate substantial clicks and more conversions.

Anyone who uses a long-tail keyword is much more likely to be ready to pay for HVAC goods or services. But, again, the results are tangible and trackable. For instance, long-tail keyword usage has been observed to increase conversion rates by a significant margin. 

Long-Tail Keyword Examples for HVAC Companies

Before we go any further, providing some examples of HVAC long-tail keywords may be helpful. So instead of simple hvac repair, an example of a long-tail version of that primary keyword would be something like:

  • hvac repair in gig harbor washington

Instead of a primary keyword like hvac maintenance, an excellent example of a long-tail version would be:

  • how much does hvac repair cost

Notice how HVAC long-tail keywords have a narrower focus. The first example altered the keyword into long-tail form by including region-specific search terms. The second example altered the keyword for customers wondering about the cost. 

By using HVAC long-tail keywords, you are honing in on a smaller audience, but one that is more likely to pay for your services.

Graphic Showing Multiple Examples of Long-Tail Keywords

The Importance of HVAC Long-Tail Keywords

Long-tail keywords are essential because they cater to consumers who know what they want. Instead of using generic search terms to do research, they use long-tail keywords when they have already done research or when no research is needed, and they are ready to buy. 

The advent and growing popularity of voice search is another reason why long-tail keyword usage will be pivotal for businesses. Currently, it is estimated that over 111 million Americans are using voice recognition technology to conduct online searches. 

That figure is expected to increase by nearly 10%. In addition, when people use voice search functions, they tend to use longer, more conversational terms because they don’t have to type them out. 

Using HVAC long-tail keywords will also cater to the growing percentage of consumers who use voice search technology. It will also help you stand out among these kinds of users. 

Using long-tail keywords can also give you a higher return on your SEO investment. Because they are lower competition, they cost less than bidding on primary keywords. And as we have mentioned earlier, they significantly increase conversion rates.

Essentially, you would spend less to make more by utilizing HVAC long-tail keywords. Speaking of using HVAC long-tail keywords…

How to Identify Long-Tail Keywords

So which long-tail keywords should AC companies use for their content? There are a variety of methods for finding high-opportunity keywords. Some of the essential things to keep in mind include:

Location Data

Please look at the above example about HVAC repair in Gig Harbor, Washington. Start with the services you offer and add in the city and state. Then, depending on your city, some keyword tools like SEMRush and AHrefs will show you the monthly volume by location.

Online Tools

There are free and paid online services that you can use to find relevant long-tail keywords for your business and the HVAC services/products you sell. Take advantage of these services if you have difficulty developing a renewable list of long-tail keywords.

Use Industry Expertise

Some tracking tools don’t register volume for newer keywords, especially those dealing with more unique types of AC repair services. As an industry expert, optimize your content for all of your services, and you’ll notice that people will click.

How To Implement Long-Tail Keywords

Implementing long-tail keywords or keyphrases should mirror your process with primary keywords. It is critical to avoid keyword stuffing which is the unnatural insertion of terms within content at the expense of user experience and readability. Consider the following principles:

Use Naturally

You have your keywords like ac repair las vegas, but your reader will not want to see a grammatically incorrect phrase. As a result, you should write the keyword as AC Repair in Las Vegas. Yes, Google is smart enough to understand that they are identical.

Link Internally

The fastest way to boost rankings for a particular long-tail phrase is to link it internally from another relevant web page. So, for example, if your AC repair services page links to an emergency AC repair services page using keyword-rich anchor text, you will benefit immensely.

Supporting Images

Create supporting graphics for your long-tail keywords, and name the file something similar, or even exact, when it makes sense. Be sure to include descriptive Alt Text that mentions the phrase, if possible. An excellent example of a supporting graphic is AC Repair Tips, with a list of suggestions in graphic form.

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5 HVAC Sales (Tips, Gimmicks & Techniques) That Work in 2024

Blog Cover for HVAC Sales

What is HVAC Sales?

HVAC sales is the process of selling heating, air conditioning, and ventilation products or services to prospects and existing customers through relationship building and brand promotion.

Sales Presentation Graphic for HVAC Webmasters

HVAC Sales Strategy

Sales and marketing go hand-in-hand, so it’s essential to have a solid HVAC marketing strategy and a streamlined and structured sales process.

Your sales strategy should have a defined goal of closing the deal after a lead passes through the carefully crafted nurturing funnel.

In the following post, HVAC Webmasters outlines HVAC sales tips you can use in 2024.

As a marketing agency working with hundreds of HVAC contractors throughout the United States, we know something about the industry.

You might think of sales as gimmicks, but the following are HVAC sales gimmicks that work.

HVAC Sales Ideas for 2024

You’ve tried everything, and you’re still not closing enough deals.

The good news is that several techniques can boost your sales process immediately.

Check out some of the best HVAC sales tips for 2024:

1) Bundle Services

Bundling services is a common sales tactic for many industries, but it can be instrumental in the HVAC business.

Think about how often your customers call you for a standalone service: furnace repair, A/C maintenance, vent cleaning, etc. 

The great thing about HVAC service is that it is always needed. So why not sell your customers on maintenance services?

Signing up existing customers for seasonal check-ups, tune-ups, and repairs is a great way to generate year-round income and offers your customers a valuable service at the same time. 

Maintenance packages are a great way to increase sales because it takes the burden of HVAC maintenance off the customer’s shoulders.

So, the next time you complete a standalone job for your customer, think about selling them on maintenance packages tailored to their specific systems. 

2) Create a Sales List

Whether you are selling an HVAC product or service, it never pays to go in half-cocked. No matter your specific pitch, you must ensure that it does not land on deaf ears.

Carefully curating a sales list is especially important for HVAC contractors because only a select few of the population will be interested in HVAC services. 

There are a few ways to create a sales list.

Here are some of the most effective:

  • Social Media: You already have your business on social media, so why not start leveraging it to drum up leads? Your followers are likely people interested in HVAC service, so you can pull names, numbers, and contact info from your social media outlets. 
  • Online Contact Forms: Make sure you follow up with people who willingly give their contact information on your website. These are likely to be your hottest leads. 
  • Past Customers: Take a look at old invoices. If you haven’t heard from a customer in quite a while, chances are they are due for some HVAC service. 
  • Paid Leads: If you have the budget, paying for exclusive leads can be a great way not only to build up your sales list but give sales, in general, a shot in the arm. 
  • Trade Shows: Trade shows are an excellent way to get leads and build a solid sales list. HVAC trade shows are especially fruitful if you want/do a lot of B2B HVAC work. 

Creating a sales list of likely customers is excellent, but what do you do once you have your list?

3) Reaching Out

How you reach out to your sales list is essential. For example, suppose your sales list includes retirees or senior citizens in general.

In that case, you may want to consider a phone call instead of an email. The opposite is advisable if you are dealing with younger, first-time homeowners. 

Basically, be mindful of who you are reaching out to. That being said, reaching out the wrong way is better than not reaching out at all.

Following up with your customers is extremely important and can significantly increase your sales numbers. 

If you are having trouble with what to say when you are reaching out to people on your sales list, here are a few pointers:

  • Loose Script: We advise against having a universal HVAC sales script because people can tell when they are pitched. Instead, we recommend having a flexible script that you can change up from customer to customer. 
  • Know your Customer: It can be time-consuming, but knowing your customers’ needs before reaching out to them can seriously boost sales. Take some time to research the customer’s area, how old they are, and services they have paid for in the past. Knowing what kind of HVAC services/products leads are likely to need beforehand will make your pitch more alluring. 
  • Talk About the Problem: Sales are usually not closed in the first outreach. So it can be helpful to avoid trying to sell anything when you first talk to a prospective customer. Instead, talk about the problems that can arise if they don’t invest in your HVAC product/service. This will get them thinking and qualify them even further as leads. 

4) Upselling and Cross-Selling

Upselling is when you convince customers to upgrade their HVAC system or product to a higher-end, more expensive model.

Cross-selling is when you sell them on a product/service related to one they are already paying for.

For HVAC sales, it’s good to employ a healthy mixture of both techniques. 

Again, this can include bundling maintenance services.

Or, in the case of upselling, you can advise the customer that an upgraded furnace blower or AC unit would save them money on their utility bills. 

If you are coming to a customer’s house to clean out their ducts for the winter, consider selling them on a furnace or heater tune-up as well.

Look at every service you render as an opportunity to make another sale. 

5) Give the Customer Options

Often, people don’t close HVAC sales because they are not presented with attractive options.

For example, the customer may need a new AC but ultimately decide to do without because of the limited options in their price range.

Therefore, as much as possible, present options that will attract many customers. 

This could mean having multiple options for energy-efficient models for those conscious of their impact on the environment.

It could also mean having high-end units for people looking for the latest and greatest HVAC systems.

And, of course, it never hurts to have multiple service/product options for people with different budgetary limitations. 

While offering customers multiple options is a significant first step, it doesn’t mean anything unless you are willing to present them clearly and attractively. 

HVAC Sales Closing Techniques

Getting 17 at the blackjack table doesn’t mean you win the hand. Likewise, guessing a curveball and getting it doesn’t mean a home run.

The reality is that you can put yourself in a position to close a sale and still not get the job done. However, a few sales closing techniques can further increase your odds.

Check them out below:

Assumptive Closer

The assumptive closer is all about assumption, which, as the old saying goes, don’t worry about that here.

Essentially, as the salesperson, you assume the deal is already done, which leads you to ask questions about the delivery time, quantity, etc.

The assumptive closing tends to work well if the prospect has already demonstrated interest in proceeding.

Of course, there are cases where they will refuse to play along, but they are ready and willing in most cases.

Query Closer

The query closer asks prospects a series of questions like do you feel this service meets your current needs?

You have laid the framework for a boxing close if you can produce an affirmative for most of your questions. 

In other words, it becomes illogical for the prospect to refuse service when they’ve already logically agreed it’s best for them.

The Helpful Closer

Consider the helpful closer for salespeople who prefer a softer and less manipulative tactic.

Repeatedly describe the prospect’s process of becoming a customer without pressuring them to complete it.

You must be consistent and vary your terminology because you’ll outline the same operation multiple times.

You will find that many prospects feel most comfortable with this approach since they want to feel like it’s their decision, not yours.

Best of all, you can go home with a clean conscience as you did not engage in manipulative tactics and instead relied on the quality of your services or products.

Final Thoughts on The HVAC Sales Process

Fine-tuning your sales process is an essential component of the long-term sustainability of your heating and cooling business.

While learning the nuances of each part of the sales cycle requires hands-on experience, this guide can help you navigate the landscape while avoiding common pitfalls.

We recommend working with an experienced sales consultant to help streamline your process in 2024.

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The Ultimate HVAC Email Marketing Guide (2024)


Blog Cover for HVAC Email Marketing Showing Title and Email Icon


A comprehensive HVAC email marketing sequence can increase lead generation and enhance brand awareness. As a result, drip emails should be a part of every HVAC marketing campaign.

AC companies can benefit from email marketing. If properly executed, emails help reach new customers and preserve existing ones.

HVAC Webmasters details the best email marketing strategies for heating and cooling businesses this year in the following guide.



HVAC Email Marketing Goals

The most effective email campaigns start with a pre-established goal. For example, what are you trying to accomplish through your email sequence?


In the HVACR industry, you can break down goals into three categories.


  • Customer Retention
  • Customer Upsell
  • Customer Acquisition


Within these three categories, you can implement varying sub-campaigns aimed at more specific goals. Once you identify an objective, you can craft your sequence and send out the actual emails.


Choosing an Email Marketing Platform

Email marketing is only as potent as the platform that powers it, which should be credible and trustworthy. The best email marketing platforms are AWeber, ActiveCampaign, and MailChimp. At HVAC Webmasters, we recommend AWeber.

AWeber allows HVAC companies to design campaigns with their Smart Designer, automate tasks like tagging and auto-responding, and track multiple segmentations within a subscriber list. 

Most email platforms offer a free plan for a limited number of subscribers. However, as a business owner, you should find ways to increase your subscriber list through lead magnets and other means to reach more potential leads.


Screenshot Showing AWeber Email Subscribers


Email Segmentation

There’s a reason why email marketing has grown more effective over time, and it’s because of email segmentation. As marketers have smartened up to the customized needs of different cohorts, email campaigns have resonated with more of their target audiences.

AWeber allows AC companies to segment their contacts within a list or create multiple lists. For example, a list of existing HVAC customers can be segmented by specific zip codes, types of services, and property types. 

These distinctions allow marketers to craft hyperspecific campaigns customized for a target audience.


Here is a list of potential segmentations you can implement into your subscriber lists.


  • Zip Codes
  • Types of Services
  • Property Types
  • Seasonal Climate
  • Tenure


Screenshot of AWeber Segmentation


Creating Effective Email Campaigns

Once you’ve implemented segmentation into your email strategy, you can craft more effective campaigns. You’ll want to track your open rate per campaign so you can test which angles your subscribers respond to most intently.

The estimated email open rate is 21.5%, which means you want to outperform that number on a per-campaign basis. If you find that one of your campaigns is below this threshold, the campaign likely requires tweaking.


HVAC Email Campaign Examples

Brainstorming email campaigns can be challenging for companies just starting with email lists. The key is creating a unique value proposition for the subscriber and speaking directly to one of their pain points.


Take a look at some of the campaign examples below:


  • Summer is Coming: Replace Your Aging Air Conditioner
  • Winter is Coming: Replace Your Aging Heating System
  • Halloween Savings Special (Limited Time Offer)
  • Don’t Forget To Claim Your $60 Discount
  • Win a Free Gift Card By Referring Friends or Family


Email Regulation Compliance

Credible platforms like AWeber take email regulations and protocols into account, simplifying business owners’ processes. For those unaware, the CAN-SPAM Act stipulates specific steps email marketers must take before sending a bulk email.


Some of the regulations include:


  • Unsubscribe Option
  • Mailing Address
  • Contact Permissions (Don’t Buy 3rd Party Lists)

Some marketers think of these regulations as unfavorable. Still, there’s no point in harassing people who are not interested in your services—allowing people to unsubscribe increases your open rates and will enable you to customize email campaigns more specifically in the future.


Screenshot of Email Unsubscribe Link and Mailing Address


Email Copywriting

Great marketing emails tell a story to their recipient. For example, as an AC company, you might specify some of the most pressing furnace repair needs during winter. Conversely, you may want to outline warm climate challenges during summer. As a result, people are more likely to engage and respond.

Subtle CTAs help increase conversion rates, but you must walk a fine line. As a business owner, you don’t want to bombard leads with sales talk but rather present an opportunity for them to take a self-serving action. Think of your audience as partners rather than targets.


Screenshot of AWeber Text Copy Editor

Email Graphics

Most modern email campaigns focus on text-based content since it’s less likely to be flagged as spam or immediately enter the promotions folder.

However, for highly engaged contacts, you can include graphics within your campaigns. For example, a discount or promo is better suited as a visual presentation.

AWeber makes graphic design simple with its built-in Canva compatibility. HVAC companies can easily design pre-templated graphics to impress their subscribers with stunning visual elements.


Screenshot of Email Marketing Graphic on AWeber

Graphics created with email marketing software can be edited to fit your brand, color scheme, and text content.


Email Response

Engagement is ideal for all marketing emails; you want to encourage your audience to respond and be ready to respond to them. For example, it’s not uncommon for a potential client to respond to an email drip with a specific question about your services, pricing, etcetera. 

Failing to respond to their response negatively impacts your company and frustrates potential customers. As a result, you lose business and damage your online brand. However, responding is easy, and you can even set up automated responses based on the context of their response.


Email Tracking

AWeber and other platforms track email open rates, clicks, and engagement and break down lists into different response categories. As a result, you can monitor which of your drips performs best, worst, and in between.


Some of the most critical metrics for emails are:


  • Open Rates
  • Clicks
  • Clicks + CTA
  • Undeliverables

You can alter your strategy based on results and even perform A/B tests in real time to compare variations of emails. The ultimate goal is to streamline your email sequences to maximize open rates, clicks, and actions and reduce bounce rates to the lowest possible numbers.


Screenshot of Email Tracking Metrics from AWeber

Getting More Email Subscribers

Your emails are most effective when they reach a large pool of engaged subscribers. The only way to get more people is to grow your email list using proven methods. In most cases, your digital presence directly influences the growth of your lists.


For example:


  • Custom Website
  • Lead Magnets
  • Search Engine Optimization
  • Social Media Ads / Posts

Consider investing in a lead magnet plugin like Thrive Leads, which allows you to craft custom overlays and other promotional graphics that prompt website visitors to submit their email addresses.

Of course, it helps to offer a value proposition such as a free PDF or discount in exchange for the contact information.


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HVAC Pay Per Call (Best Practices + Tips to Get $30 Leads)

Blog Cover for HVAC Pay Per Call Showing Phone

HVAC Pay Per Call campaigns represent one of the most efficient ways to generate AC company leads in 2023. Consumers place nearly 100 billion calls to businesses each year, and heating & cooling businesses can benefit. Let’s check out some of the primary components of pay-per-call.

What is Pay Per Call for HVAC Companies?

Pay Per Call is an advertising model where advertisers pay based on consumers’ phone calls. Unlike other paid advertising models, pay-per-call reduces costs by eliminating fees for empty clicks or impressions.

Comparison Chart Infographic Comparing Pay Per Call With Other Promotional Methods

Pay Per Call Tips for AC Companies

Geo-Targeting

AC companies typically utilize local marketing strategies to earn nearby clients. For example, with pay-per-call advertising, businesses can target specific zip codes, towns, and cities to maximize ROI.

By spending to reach nearby customers, you increase conversions and reduce expenses. The result is a higher ROI and a more efficient advertising model. 

Personal Touch

While the per-call advertising model uses modern technology, its effectiveness stems from more traditional promotion. Consumers who are willing to call your HVAC company typically seek a more personal touch.

Anyone can submit a digital form or sign up for an email newsletter. Still, these interactions are rarely personal and seldom lead to conversions. Instead, by paying for calls, you can immediately capture warm leads and convert them using your most effective sales techniques.

Seasonal Promotion

Pay Per Call campaigns should adapt to seasonal changes as primary HVAC services fluctuate with weather patterns. For example, winters call for ads targeting furnace and heating repairs, while summers require the opposite.

Depending on your business location, some seasons may last longer than others and prompt more extreme responses. For instance, Texas residents may have emergency needs for AC repair. Still, as we saw in 2021, unpredictable winter storms can also require emergency HVAC maintenance.

Pay Per Call With Google Local Service Ads

Most HVAC companies have used Google Ads for traditional PPC advertising. But did you know that you can use Google Local Service Ads (LSA) to run per-call campaigns?

Screenshot of Google Local Service Ad With Phone Number

Pay for Completed Calls

Google LSA allows AC contractors to pay only for completed calls meaning missed calls will not drain your budget. In some cases, Google LSA can reduce your costs to about $30 per call.

Appear on Top of Search Results

Like traditional Google Ads, Google LSA lets you jump over organic search results to garner more impressions. As a result, it’s not uncommon to generate about 30 leads per month with Google LSA.

Pay Per Call Pros & Cons

Pro: Cost

Per-call ads are less expensive than most HVAC leads, and generating $30 leads can produce ROIs between $120-$420. That’s not to mention repeat business potential, which pushes the lifetime value even higher.

Pro: Conversion

Most per-call campaigns produce high conversion rates, especially when compared with other forms of digital promotion. Customers who are willing to call your business likely have an immediate need. They are eager to book a technician ASAP.

Con: Drops

Depending on which pay-per-call service you utilize, they may charge you for dropped calls and calls that lead to no business. For this reason, it is critical to research your pay-per-call provider before investing resources.

Pay Per Call Red Flags

Never sign a long-term contract with any paid advertising platform. You can mark it as a red flag and avoid their company if they require such terms. Credible platforms allow the results to keep you paying fees.

Pay attention to purported costs per call as anything super-low, like $.50 per call or $2 per call, indicates a scam. They are likely charging you for robocalls, spam, and other low-quality connections in these cases.

Finally, be on the lookout for providers who offer shared leads with a much lower conversion rate and lower value. The best types of calls are exclusive to your bsuiness as they convert higher and tend to serve as repeat customers.

Optimizing Pay Per Call Results

At HVAC Webmasters, we are all about optimization. Maximizing each call is the best way to produce consistent results with pay-per-call advertising. Most local businesses have a vital sales process for inquiries.

Customer service is imperative when receiving calls from prospects. You can expect good results if your office staff is kind, helpful, and assertive. Conversely, rude and non-commital staff can cost you clients.

Another aspect of customer service is availability. Do you tend to miss calls to your office line? If so, consider hiring extra staff to field calls and ensure fast response rates. Consumers will move on quickly if you don’t answer.

A helpful way to streamline your sales process is to garner positive online reviews, particularly on well-known platforms like Google, Yelp, and Facebook. You will have to do less selling if you already have a solid online presence. 

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17 (Helpful + Innovative) HVAC Marketing Trends for 2023

HVAC Marketing Trends

Each year, new competitors emerge within the HVAC industry and your local market. If your marketing ideas lag, you might be the victim of more recent and more energetic competition. Therefore, it is crucial to identify and invest in HVAC marketing trends before they catch on to stay ahead of the game.

In today’s post, HVAC Webmasters outlines 17 marketing trends to keep an eye on in 2023.

1) DataPins

Contractors use a new tool called DataPins to pin jobs to their website and Google Maps listing. The pins include schema markup that communicates important job information with search engines, including Google.

As a result, we see these pins replacing traditional city pages with duplicate content, which gives users a leg up on their competitors. However, it’s still early enough to keep pace by utilizing DataPins for your HVAC company.

DataPins Trend Example

2) Automated Title Tags

Google changed how they display title tags on Google Search. As a result, web admins can no longer automatically set the title by editing the metadata. Google may pick your H1 or other aspects of your content to display instead at their discretion.

The best way to combat the change is to start focusing more on H1s in addition to your traditional title tag. Frequently, you will want these two tags to appear identical to encourage Google to use your manual title.

Title Tag Change Trend

3) Review Automation

Every satisfied customer should get review requests after the service. You can use various tools to automate review requests and include links to the platform of your choice (Google, Yelp, Facebook, etc.).

However, automation should not replace personal requests, only enhancing your digital request and making customers more likely to pay attention to emails and text messages. The personal touch sets the stage, and the convenience of digital requests closes the deal.

Example Review for HVAC Service

4) Lead Funnels

Everyone is talking about funneling, but what is a funnel for HVAC companies? A funnel is any part of your marketing and sales process, whether you identify it or not. For example, a contact form on your website is part of a funnel that turns visitors into customers.

You can add other components to your funnels, such as email marketing automation and Facebook retargeting. Utilizing CRM software can help you keep track of your prospects and where they exist within your sales funnels.

Contact Us Form From Website

5) Personalized Images

The trends highlight how personalized photos on your website and business listings increase conversions by 250% compared to stock photos. Customers want to see authentic images of your staff and equipment instead of a picture of an actor holding some repair tools.

Genuine images evoke trust and credibility and can make prospects more comfortable taking the next step.

Personalized HVAC Company Website

6) Podcasts

One modern trend for expanding brand awareness is podcasting. HVAC companies have a lot of knowledge that listers would find interesting, from different solutions to client stories.

There’s an added benefit to podcasting since platforms like Apple and Spotify hold considerable equity in the digital marketing space. Google even presents podcast results to searchers looking specifically for audio content.

HVAC Podcast SERP

7) Google My Business Posts

Most HVAC companies already market their company through Google My Business, but a new feature allows them to share posts through their GMB listing. Posts provide an opportunity to showcase special offers, seasonal promotions, and emergency updates.

Studies show that consumers respond to the visual element of posts, making them an appealing marketing trend for heating and cooling companies in 2023.

GMB Posts Trend

8) Influencer Marketing

The concept of using influential figures to promote your services is gaining momentum in 2023. You might question how an internet sensation can push your HVAC brand to increase interest, but keep in mind that not every influencer is a household name.

The key is finding people who hold influence over your target audience, which may be highly niche-oriented. For example, someone who can influence homeowners in your city may look like a real estate agent.

Influencer Marketing Infographic

9) Cross-Promotion

Have you ever considered expanding your brand into other areas? For example, besides providing heating and cooling services to your region, you can also offer digital marketing services for other HVAC contractors.

This way, you can leverage your position in the HVAC space to gain HVAC clients for the other part of your business. If you’re interested in learning more about SEO, consider joining an SEO academy that can teach you how to start your own agency in 2023.

Agency Trend for HVAC

10) Customer Segmentation

When attempting to keep existing customers engaged, HVAC companies have traditionally relied on a one-size-fits-all approach. For instance, an email blast about furnace repair during the peak of winter makes sense for all of your contacts.

Well, actually, that’s a shortsighted approach that was proven obsolete by newer, more innovative strategies that incorporate segmentation. Breaking customers down into those most likely to respond to particular highlights boosts sales considerably.

Customer Segmentation

11) A/B Testing

Traditionally, contractor companies have published websites, launched email campaigns, and promoted advertisements based on a gut feeling. In 2023, A/B testing allows each of these marketing channels to self-optimize through data comparisons.

People are responding to the second variation of that web page instead of the first. Prospects are clicking through the first email variation more than the second. Use this data to put forth your most effective materials and get more customers.

A-B Testing

12) Social Proof

Reviews are outstanding for earning trust and building credibility, but other types of content can also boost those entities. For instance, a badge showcasing your local award for best HVAC company of 2023 can increase conversions substantially.

The same is true for honors provided by platforms like HomeAdvisor and Angi. So anytime you gain an endorsement, ask for a digital badge to publish on your website.

Social Proof on HVAC Website

13) Lead Magnets

Not every potential website visitor is ready to become your next customer. Sure, you could restrict your content enough to target mostly buyer-ready prospects, but you’d be losing out on a whole bunch of additional traffic. The initial idea might be, “Who cares?” but some of this traffic can serve more than just your digital marketing presence.

For example, someone finds your website through a blog post about the most common air conditioner problems during summer. While this reader isn’t going to use your services today, you can grab their contact information with a lead magnet and promote your services at a later date.

Lead Magnet Example Inspection

14) Content Marketing

Content marketing is a way to help push your brand to a broader audience. If you limit yourself only to people ready to buy, you’re losing out on countless future opportunities. By capturing people through blog posts, video marketing, and social shares, you can remarket to them when they need your services.

The more people recognize your brand, the more responsive they’ll be when they encounter an HVAC problem in their own household. The content marketing trend expands on the previous trend of lead magnets since the two concepts are often used in unison. 

Content Marketing Trend 2022

15) Pay Per Call

Google Ads is a common form of Pay Per Click Advertising that most HVAC companies currently utilize. However, a new trend is emerging called Pay Per Call, which prompts advertisers to pay only when a phone call occurs rather than a click.

As you might imagine, a phone call is far more valuable than a click because callers are more likely to become a customer than someone who clicks through to a landing page. So consider investing in Pay Per Call ads to boost your conversions and maximize your budget.

Pay Per Call Trend

16) Chatbots

AI can now adequately push prospects through the first parts of your sales funnel without a need for human oversight. With automated chatbots, you can tee up potential customers for the taking.

Of course, the first step is installing the chatbot on your website’s homepage and setting up the different rules and automation.

Additionally, some customers may sign up for your services without ever talking to a human being. While some human interaction remains imperative, you can increase your client base with chatbots.

Chatbox Trend

17) Nextdoor Advertising

HVAC companies traditionally focus on targeting a specific region, city, or town. But what if you could reach neighborhoods directly? You can with Nextdoor advertising.

The platform is ideal for HVAC companies because it consists of real people from real communities in your service areas. Think of spreading through Nextdoor as digital word of mouth since people discuss companies as they would with their neighbors in person. 

Neighborhood Trend

Tools for The Trends in 2023

Understanding trends is the first step, but putting them into action is the most critical task. You can invest in tools like DataPins, Service Titan, and Alexa for Business to maximize your execution in 2023.

HVAC companies may need some or all of these tools to keep pace in their local market, depending on region, population, and relative competition. Contact HVAC Webmasters for a free marketing assessment.

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How To Build an HVAC Images Library (with/List of Sites)

HVAC Images Library

As a Heating & Cooling Company, building an HVAC images library for your website, social media profiles, and other business citations is essential.

People like to look at images – especially when it comes to choosing an HVAC company. As a result, top HVAC companies are investing in images libraries. An HVAC images library can show your customers what you are capable of, what kind of business you run, and your company’s values. 

Building a photo library can be tricky, though. Where do you start? Where do you get the pictures? What kind of images should you include? HVAC Webmasters covers all this and more in the following post.

Setting a Goal for Your Images Library

Build your HVAC images library with a specific purpose. Most HVAC contractors interested in building an images library promote particular services or need visual components to their web pages.

However, an image library can be more than that and can share your company’s values with visitors to your site. Additionally, images can showcase some of the incredible people you employ. Finally, an image gallery can educate and engage your audience.

Your goal will ultimately inform what kind of images you need and where to get those images. Next, think about what you want people to think and feel or how you want them to react when they see the pictures in your gallery. What is the ultimate goal of your images gallery? Do you want to sell your services? Tell a story? Teach people about HVAC?

Should HVAC Websites Use Stock Photos?

Many HVAC contractors use stock photos to load up their images gallery. Stock images are a handy option because of easy access to pretty much any visual you can think of – including HVAC systems and HVAC technicians. Stock photos are a solid option if:

  • You are working with a thin budget
  • You don’t have unique photos of your staff and equipment

HVAC Stock Photo

Some stock photos look great on your company website. However, it’s better to edit royalty-free stock images with a free image editor like Canva so you can add branding and create unique files.

List of Stock Photo Websites for HVAC Contractors

You can use all kinds of stock photos for your HVAC company. There are also a lot of sources for stock photos. Here are some of the best stock image websites to get you started:

  • 123RF: 123RF is home to millions of images, and many HVAC contractors have used them to populate their sites with images. 
  • Pixabay: Pixabay offers royalty-free stock photos without needing to sign up for an account.
  • Deposit Photos: Deposit Photos has been around for about a decade and has amassed hundreds of millions of high-quality images for nearly every industry. 
  • Unsplash: This is a paid subscription, but it can cut much of the guesswork out of using stock images (licensing and attribution). 

Before you start loading up on stock images, you must be aware that not all stock images are free. Some are licensed, which means you will either have to pay to use them or give attribution to them on your website. 

There are many stock photo websites like 123rf and Unsplash that give you access to their library for a monthly fee. The monthly payments include unlimited usage of their library, and you won’t usually have to worry about attribution when you pay for a subscription service. Free sites like Pixabay will typically specify whether attribution is required on a photo-by-photo basis.

Other Photo Library Options for Heating & Cooling

Stock photos are often necessary but don’t come without their downside. For instance, since thousands of websites use the same stock photos, Google can’t distinguish which picture is more valuable; therefore, none provide great SEO value. The good news is that other types of photos provide greater SEO value for HVAC companies.

Infographic Images

Infographics are a great way to educate your visitors and tell them something interesting about your HVAC services in general. When polled, 200 marketers reported that infographics helped them reach their marketing goals more than any other type of visual marketing strategy. 

Infographics are also great for loading up your image library with original content. That way, you won’t have to worry about licensing or attribution at all. In addition, several websites allow you to create your own infographics, like Canva.

Canva Infographic Templates

Canva provides various free templates you can edit for your website and allows you to make infographics that translate technical HVAC information into laymen’s terms.

Original Photos

Last but not least, you can load up your HVAC images library with photos that you take yourself! These days, camera phones can snap the same types of high-quality images as fancy professional cameras. If you plan to take a bunch of photos with your camera phone, we suggest investing in a tripod. It will keep the camera steady and allow you to take better-quality photos. Taking your own pictures for your images library is a good idea when:

  • You want to appear professional and unique for Google and users
  • The goal is to tell the story of your company or to highlight your staff
  • You want to show off completed projects

Consider publishing landscape photos of service areas, your logo, or even your satisfied customers (with their consent, of course). Original photos may be the way to go if you want to emphasize your community involvement. Taking pictures of yourself and your staff at local events is a great way to show your potential customers that you are invested in the community just like they are. 

Original Photo for HVAC Website

Original photos of your staff work best for both SEO and on-site conversions. Google prefers expertise, trustworthiness, and authority (E-A-T), and users feel more comfortable buying from real human beings.

AI-Generated Images

Advancements in AI models have allowed for the creation of AI-generated images. Tools like MidJourney StableFusion and Canva’s Text to Image app allow HVAC companies to produce realistic images. The copyright laws surrounding these images must still be ironed out in some cases, but they are often considered to be original and royalty-free images.

These tools still have limitations, however, so be sure to follow the guidelines below:

  • Only generate images WITHOUT people (i.e., equipment, tools, exteriors, etc.)
  • Don’t assume 100% that these images don’t violate copyright (use at your own risk)
  • Enhance the images with your branding, logos, and other alterations for better results

It’s clear that AI will change the image generation process for small business owners. While the tools currently have limitations, they can produce realistic original images of AC units, furnaces, and other tools and equipment. It’s important to continue to follow advancements in AI technology for marketing.

Screenshot of Canva Text to Image App

Artificial intelligence tools can now generate original images of AC units and other HVAC equipment. However, you should avoid requesting images that feature people since they often ruin the image’s realism.

Optimizing Your Photo Library

Gathering different kinds of photos is a great way to keep your online presence fresh and visually appealing. But there are other things you should consider when building up your stash. For example, when you download an image, you will want to name the file something relevant.

For example, a picture of your HVAC truck should have a title like (jims-hvac-company-truck.jpg).

Naming your image files helps with the following:

SEO: Google can read file names, so your images should contain keywords when possible (and should match the image alt text)

Organization: Avoid keeping duplicate photos in your library by giving each a unique name

Image Library File Name
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7 HVAC Maintenance Reminder Postcard Ideas (for Direct Mail)

HVAC Postcard Ideas

HVAC Webmasters discusses seven HVAC maintenance reminder postcard ideas for contractors looking to maximize their direct mail marketing. Believe it or not, direct mail marketing still has its place in the digital world.

Don’t believe us? The numbers don’t lie. In 2022, the average direct mail marketing open rate was 90%. That number has sustained itself in 2023 and projects to continue onward.

Getting a physical postcard in the mail that you can then pin to the refrigerator or your corkboard to remind you of an appointment is still helpful for many people. So, in the following post, we will give you some HVAC postcard ideas to give your direct mail marketing campaign a shot in the arm. 

Why Use Maintenance Reminder Postcards?

As an HVAC company, you provide an ongoing service. Therefore, everyone needs to have their heaters, ACs, or ductwork worked on from time to time, and postcards can help people track when they need maintenance.

Here are some instances when an HVAC postcard would be appropriate:

  • Maintenance Reminders: No one wants to get caught with a faulty HVAC system in the dead of winter or during dog days of summer. A friendly service or maintenance reminder in the form of a postcard can help the consumer maintain a working HVAC system and boost your sales.
  • Promotions: Postcards are also a great way to upsell your current customers with special deals that may interest them. Try to personalize the mailing list by sending postcards about a service that the receivers have used or inquired about previously.
  • Greeting New Residents: You can send a postcard greeting to people who have just moved into your service areas, letting them know that you provide HVAC services and maintenance. You can also send postcards to residents in areas where your company expands.
  • Thank You Notes: Making customers feel appreciated is essential for any business – HVAC included. Postcards are a great way to thank a customer for their patronage. 

Awesome HVAC Postcard Ideas

Creating effective postcards has a lot to do with visuals and the actual copy on the cards. Take a look at some HVAC postcard ideas for inspiration:

HVAC Postcard Example Front

HVAC Postcard Example Back

1) Make it Personal

Personalizing your maintenance reminder postcards as much as possible is always a good idea. In email marketing campaigns, customized messages increase conversion and open rates. The same principle applies to physical mail marketing. People don’t want a general statement sent to hundreds of others.

They respond more when they know the message is personal. When you send thank you cards, mention the service the customer purchased. When promoting a service, use your sales history data to send promotional postcards to a targeted mailing list. 

2) Drive Action

If the goal of your postcard campaign is sales, it can help create a sense of urgency that drives action. For example, if you promote a sale on duct cleaning, make sure that the offer is time-sensitive so that people will feel compelled to take more or less immediate action.

In addition, any offer you promote through direct mail postcards should most certainly have a clearly marked expiration date.

3) Utilize a Call to Action

Just like with web copy and email marketing campaigns, you need a call to action on your HVAC postcards to let the recipient know what you want them to do so that you can measure the effectiveness of your campaign.

For example, giving special codes for a specific discount is an easy way to track the effectiveness of a promotion and a direct mail marketing campaign. 

4) Use Copy Sparingly 

The written content on your HVAC postcards shouldn’t look like an essay when your customers receive it. That will only scare them away. So instead, keep your message short, simple, and focused. In other words, don’t try to cram a bunch of different promotions or topics onto the same card. Instead, stick to the most important message and a straightforward call to action. 

5) Be Careful with Images

Piggy-backing off the last point, be careful with what images you include on your postcard. While images can certainly increase open rates, having too many will make your postcard look too busy and unattractive to the recipient. Instead, use only one or two images at the most.

Also, you always have to ensure that your images are high-resolution for print. Remember that when you see an image on a computer screen, it might not necessarily look as clear and crisp in print. In general, you want your pictures to have a print resolution of at least 300 DPI. 

6) Create a Compelling Headline 

The headline should be the largest font on your postcard. It should also be as compelling as possible. For example, if you are promoting a special discount on an HVAC service, the gist of the service should be your headline.

For example, if you promote an AC tune-up special, your headline could be “Stay cool in the sweltering summer months.” This headline pressures the pain of not having a properly working AC at the hottest time of the year. It conjures up an uncomfortable image for the reader and may spur them to action.

Here’s another example of an HVAC inspection special: “Save money on your monthly utility bills.” Again, this headline pressures the pain of high utility bills due to an inefficient HVAC system. However, it also offers a solution for the recipient. 

7) Keep Track of the Results 

Last but not least, you will want to make sure you can measure the success of your direct mail marketing campaign. That way, you can figure out what messages are working and which are flopping. You can track the results by phone by using a specific number on the postcards for customers to call.

Link the phone number to a call forwarding system so you will know each time the phone rings as a result of your postcard campaign. You can track results by website visits by including a unique URL on the postcard that links to a specific landing page.

Finally, you can track actual purchases by including a special discount code on the postcard.

Next Steps for HVAC Maintenance Reminder Postcard Ideas

Now that you’ve learned strategies for creating effective maintenance reminder postcards, it’s time to take action. Order your postcards and start delivering them to your existing customers. Keep track of the results through your CRM and refine your approach based on the data.

If you need assistance with your marketing campaign, feel free to reach out to HVAC Webmasters.