Hey, I’m Nolen Walker, founder of HVAC Webmasters, with over a decade of experience in the lead generation industry.
I’m going to tell you a little secret about HVAC Leads – not all leads have the same value or quality!
Buying leads, one by one, from 3rd parties is counterproductive to business growth.
I know this based on 10+ years of working directly with HVAC professionals, many of whom have grown their businesses and tripled their revenue.
Here are some of the companies I’ve worked with:
There’s a much more effective way for your business to generate sustainable heating and cooling leads.
Below, I outline precisely how they did it and how you can do it too!
How to Get HVAC Leads in 2024
As the owner of a marketing agency that has worked with thousands of heating and cooling companies over the past decade, I’ve tracked the most popular ways to generate leads:
- Buy Leads From 3rd Party Lead Brokers (Not Recommended)
- Sign Up for a Software-Driven Pay Per Lead Plan (More on This Later)
- Invest in a Traditional Business Website and SEO Strategy
- Boost Google Business Profile (GMB) with Reviews and Rankings
- Get Referrals From Existing Customers and Other Businesses
- Paid Advertising on Google, Facebook, and Other Platforms
My HVAC Lead Generation Recommendation Based on 10+ Years of Experience
The best way to get qualified HVAC leads is to establish an online brand through SEO, a website, and Google Business Profile.
How to Target The Most Valuable HVAC Leads
Not all leads hold the same value.
When you buy leads from a 3rd party broker, they are primarily considered “shared leads,” meaning you compete against other local contractors to close the sale.
Shared leads have lower conversion and repeat customer rates, decreasing lifetime value.
Conversely, exclusive leads are those you generate through your brand. This can include your business website, Google Business Profile, referrals, yard signs, social media, and other platforms.
You want to target these leads because they have higher conversion rates and repeat customer rates.
Exclusive HVAC Leads
Exclusive leads come through your branded channels instead of a third party (like a lead seller). For example, when someone contacts your business through your Google Business Profile, that is an exclusive lead.
Once you establish an online presence through your website, SEO, and Google Business listing, you will notice an uptick in exclusive leads.
These customers typically convert much faster and are more likely to become repeat customers.
Commercial HVAC Leads
Commercial HVAC companies typically enjoy higher ticket services but face greater challenges in generating leads online.
Unlike a homeowner who might do a simple Google search of ac repair near me, business owners are more likely to confide in their network of professionals.
In addition, branding efforts have become critical in this space.
As a result, commercial HVAC companies must gain exposure where their clients are most active, including Facebook, Linkedin, and YouTube.
How To Get Free HVAC Leads
You can get free HVAC leads through Google Business Profile by ranking your listing in the Local Map 3-Pack.
Since Google Business Profiles are free to claim, you can quickly start ranking for relevant keywords like ac repair near me in your local area.
Google’s local algorithm considers distance (proximity), relevance, and prominence, so it helps to get Google reviews and complete every part of your business profile.
If you can rank on the 3-Pack, you will consistently get free leads because you don’t have to pay a monthly fee for your Google Business Profile. Of course, most of the top-ranking listings also invest in on-site SEO since it contributes to the prominence ranking factor.
Another factor to consider is your online reputation. Even if consumers find your listing online, they may not contact you for services unless it features dozens of favorable reviews.
You can utilize software tools to send automated review requests to your customers to boost your reputation online.
The Truth About Whether You Should Buy HVAC Leads
As a straight shooter, it’s my duty to tell you the cold, hard truth.
In this case, I must tell you that you SHOULD NOT buy HVAC leads directly in 2024.
Buying leads keeps you in the gig economy and suppresses your business’s profitability.
Cost of HVAC Leads
The industry cost of HVAC leads ranges from $5 to $1,000 depending on lead source, location, service type, and brand notoriety.
Companies with established brands drive their cost per lead (CPL) down to the lowest end of the range, while contractors that pay per lead pay on the higher end of the spectrum.
Best Lead Sources for HVAC Companies
There are many sources for leads. Some traditional ones, like word of mouth, print, radio ads, and television infomercials, have become mostly obsolete.
Newer ones like organic search, Google Business Profile, Google Ads, Pay Per Call, and Facebook Ads are alive and well.
Other sources like Instagram and YouTube are on the rise.
Check out the full list below:
Organic Search (SEO)
Your best bet for qualified leads is organic search, AKA “SEO.”
The consumer searches Google for something like “ac repair services,” and your website shows up at the top of the search results.
Most companies only target major terms like “heating repair,” but the key to success is targeting long-tail keywords like “trane ac unit repair services,” which account for more than half of all search clicks.
Google Business Profile (GMB)
Your Google Business Profile is an extension of organic search because it can appear on search results within the Map 3-Pack.
With that in mind, you want your business profile to rank for the same keywords that your website does so that your listing appears on top of search results within the Local Pack.
The one factor most HVAC companies overlook is the impact of the business website on the Google Business Profile ranking.
Google scans the content on your website when ranking your business profile. As a result, these two entities are closely related and must be optimized synergistically.
Google Ads
So many AC companies are skeptical of SEO because it takes too long. While the industry cliche that “SEO takes six months” is inaccurate, it can take several months to see consistent results.
During this period, it’s worthwhile to invest in Google Ads, often known as Pay Per Click.
Too many contractors rely on PPC for long-term lead generation when its best function is supplementing your SEO presence in the short term.
Be careful who you hire to run your Google Ads campaign, as they may lock you into long-term agreements or engage in shady tactics like black-box billing.
Facebook Ads
Facebook Ads offer many of the same challenges and benefits as Google Ads.
The main difference is that your Facebook advertisements must rely more on visual content.
Consider recording a video of you and your staff that can peak the engagement of future clients.
Another benefit to Facebook Ads is that your advertisement can appear on Instagram.
You can reach many potential customers through lookalike audiences and even capture their contact information via Facebook Lead Ads.
Much like Google PPC, Facebook Advertising is primarily a short-term strategy.
Next Steps for HVAC Lead Generation
After reading my step-by-step blueprint for HVAC lead generation, you are equipped with the knowledge to begin the process yourself.
I challenge you to take the first step today by Claiming your Google Business Profile so you can appear on the Local Map 3-Pack.
Next, I invite you to contact my agency to schedule a free consultation where I’ll discuss the specifics of my lead generation process and how it applies to your business.
Regardless of where you are on your lead generation journey, I am here to provide helpful insights to maximize your results.
