What are HVAC Leads?
HVAC leads are prospects who demonstrate an interest in heating & cooling services. If an individual or company shows interest in your services, they become a prospective client, or as they are more commonly referred to, a lead. Interest can reference anything from a phone call to a contact form submission, along with various other user actions. The quality of the lead typically varies by the provider and the techniques used to generate traffic. Many brokers, for example, sell a lead to multiple contractors. These are known as “shared leads” which convert at a lower rate than exclusive leads. It is important to understand the long-term value of your campaign.
HVAC Sales Leads
As an HVAC contractor, leads are the lifeblood of your business. To make money, you need jobs. Everything invested in online HVAC marketing is rooted in the necessity for lead generation. Think about it, SEO, PPC, Social Media, and Website Design. What are these things really for?
The answer is simple; to get more leads.
Company websites and Google Ads campaigns are fruitless if they fail to produce new clients. Worse, it amounts to a negative ROI, as you end up spending money without receiving any benefit for yourself. Sales leads are aptly named in that their best-case scenario leads to a sale. And as any small business owner can tell you, that’s the name of the game. Let’s take a look at some of the components of online sales leads for HVAC contractors.
Let’s be very honest. You’re only reading this page right now for one reason: you want or need more sales leads for your business. Don’t be alarmed at this reality, as it is the experience of almost every HVAC contractor in the country. The problem with lead generation is knowing who to trust, and who to steer clear from. After all, this is your primary source of income, in most cases, and investing money in the wrong agency is something you can ill-afford to risk.
HVAC Webmasters offers several all-inclusive internet marketing packages design for the needs of the HVAC contractor. We work with you to identify your marketing needs and create a customized package chock-full of strategies and techniques to boost your company’s lead generation. Our experts provide a combination of web design, SEO, quality content, and consistent citations to deliver real lead generation results, organically.
Our sales leads are risk-free. By offering a Pay Per Lead service, we charge clients only AFTER a lead is produced. This means that you’ll receive SEO, citations, GMB optimization, and web design, but only pay a fee if they translate into lead generation. We also provide professional PPC campaign management so you can be sure you’re acquiring leads from every avenue available.
Call our team today at (800) 353-3409 to learn how expert SEO and PPC management can lead to more leads and better ROI.
Buy HVAC Leads
We mentioned PPL as a risk-free marketing agreement for contractors. For those of you looking to buy HVAC leads, PPL is the most ideal fit. Some companies will charge you for shared leads while, in contrast, HVAC Webmasters charges only for exclusive leads.
Best yet, we don’t charge a dime until your online lead is produced and verified.
Our staff makes sure that leads originate from our marketing campaign before we bill for them. If you’re worried about being charged for leads that came in through other sources, like word of mouth, don’t be. We screen every lead call to ensure it is properly attributed and that you are charged only for online leads that are a result of our services.
Some lead generation companies are pretty sketchy. They charge you a considerable upfront fee without instilling much confidence in a favorable outcome. Once they have your money, their incentive to produce online leads is reduced. Sure, they’ll eventually lose your business, but at the end of the day, it is you the contractor who takes the largest risk in the agreement.
HVAC Webmasters reverses this concept entirely by taking on the risk ourselves.
If we fail to generate online leads on your HVAC company, you lose nothing, and we lose everything. If we consistently fail, we could end up bankrupt and out of business. That’s a pretty significant incentive for us to produce the online leads you need for success. Don’t let sketchy lead generators trick you with their rhetoric. Go with HVAC Webmasters, to ensure you see online results.
Exclusive HVAC Leads
Not all online leads hold equivalent value. For example, shared leads are far less valuable than exclusive ones. For those unfamiliar with the differences, shared leads are available to several or more contractors, who must defeat one another for the same sales lead. In contrast, exclusive leads are available to one contractor or company only, so they can secure the sale without having to worry about immediate competition. While the customer could still say no and attempt to find a competitor at a later point, for the time being, you are your own competitor.
For HVAC contractors who’ve used shared leads in the past, it’s not difficult to realize why exclusive leads are more appealing. Shared leads are often described as a nightmare for home service companies. Having to go 12 rounds with dozens of competitors for a single lead is a tall task, even for someone whose sole responsibility is sales conversions. Not to mention, many HVAC businesses take sales calls themselves, and rarely have time to fight off every other AC maintenance expert in the city. Save yourself the headaches, and invest in exclusive leads.
Does SEO Generate HVAC Leads?
HVAC companies optimized for online search generate leads at a much higher rate than their competitors. From Google Maps listings to organic search results the chances of receiving a click and a call from online consumers are significant when your business ranks well. But SEO’s relationship with leads is actually even more meaningful than that. You see the best kinds of leads… exclusive leads are best generated through a custom online marketing campaign. Contractors can generate leads through:
- Company Website
- Google Maps Listing
- NAP Directories
- Social Media
SEO has evolved quite a bit over the last decade. What was once a market inefficiency, utilized only by a relatively small percentage of HVAC contractors and their web design teams, has now become a part of almost every marketing department. With a more evolved Google algorithm and a massive increase in competition, generating leads from search engine optimization requires consistent and detailed actions. The good news is that HVAC Webmasters can ensure these actions are being completed with precision and regularity.
SEO + CRO = Lead Generation
For internet marketing, step one is solid website design and structure. Step two is implementing SEO elements for lead generation. The third step is something known as conversion rate optimization. CRO and SEO work together to produce the valuable leads that every contractor covets. Conversion rates are optimized through the following:
- Calls to Action: Placing phone number links within your search optimized content, promotes conversions
- Content Engagement: Users won’t stick around for the call to action unless they are engaged by the content that leads them there
- Funnel Measurement: Using Google Analytics, web managers should breakdown every point of the conversion funnel process, to improve areas of high dropout rates
- Information Relevance: Your SEO should focus on relevant keywords so that visitors will have already shown interest in your services before they enter the website
For optimal lead generation, CRO and SEO cannot be excluded from one another. Each component requires maximum investment to produce leads for HVAC contractors. After leads are generated, it is the job of your office to close the deal and convert that lead into a customer. This will be easier than it is with so-called “lead generation websites”. Why? Because leads produced as a result of HVAC Webmasters services, are exclusive to your company and are relevant to your services and service area.
Best Way to Get Exclusive Leads
There is no one solution for online marketing in 2020, but organic SEO is still the best long-term solution for your business. Why? Because the ongoing cost is minimal when compared to PPC.
It will take time.
Thankfully, Google’s 2019 Local Search Update means HVAC contractors can earn premium local listings within a couple of months. Despite this exciting development, it’s crucial to balance your SEO efforts with other channels for a robust stream of leads. Whether it is via Google Ads (Formerly AdWords) or social media, there’s always ways to supplement traffic and lead generation while organic SEO marinates.
Hiring an HVAC lead generation company to handle each channel is most ideal for contractors and companies alike. When considering the alternatives, there’s no better way to get leads available anywhere online or offline. But let’s consider some of those alternatives anyway. Say for example you buy a bunch of USB flash drives and print your website name on them. You then go door to door handing them out to nearby residents, saying, free USB flash drives. This is an interesting concept, but the projected ROI is still relatively limited. Why? Because they still want to check your online reputation before using your services. That’s why online presence always matters.
Content Marketing for Leads
Content marketing is a popular technique because it is cost-effective and yields tangible results. For contractors looking for more leads in 2020, developing new content with good optimization can really get the ball rolling. It’s hard to create content on your own as a full-time HVAC contractor, however. Our team of SEO experts can assist you in every aspect of the content development process. Some of the ways we distribute content for lead generation include:
- Blog Posts: Monthly blog posts keep content circulating on your website, making your website continuously active
- Citation Listings: Managing your citations from online directories ensures that your company presents itself professionally, and is easy to find
- Website Pages: We use schema and structured data to design a quality website with high SEO potential
Leads drive every heating and cooling business. But it’s not just lead quantity that makes a difference, it is lead quality. While each of these techniques has the potential to produce maximum lead generation, they need to be executed properly to ensure success.
Trust the HVAC Webmasters team to provide complete campaign strategy and implementation for your lead generation platforms! We provide detailed reports that let you know exactly where your leads are coming from and provide experienced guidance and advice on the next steps and best practices so your efforts always return the best lead results possible.
Commercial HVAC Leads
HVAC companies that specialize in commercial repairs are obviously looking for leads within that niche. Residential leads won’t help a commercial HVAC contractor and vice versa. Of course, some contractors are experts in both fields, and either lead type would be a welcome acquisition. Regardless of your specialty, HVAC Webmasters’ PPL plan will deliver. Again, you mustn’t take our word for it. Since our plans are results-driven, there’s no true risk.
Commercial HVAC leads can sometimes be harder to come by than residential leads. Corporations with buildings often have different behaviors when searching for HVAC services. Unlike a homeowner, who might do a simple Google search of “ac repair near me” on their iPhone, business owners are more likely to confide in their network of professionals. This can mean LinkedIn, Facebook, or other social networking platforms. Branding efforts become even more critical when targeting such customers.
How to Get More Leads
What will your professional HVAC PPL plan involve? How do we actually generate more leads for your HVAC company? We’re glad you asked because this is important. We utilize all of the same services that are included in our monthly plans for our PPL plans. That means everything from custom web design to search engine optimization is part of the online lead generation process. Each of these tasks is important to generating leads for your HVAC business. Whether it’s driving relevant traffic to your website through on-page SEO, to converting those visitors to leads with conversion rate optimization.
There’s not much opportunity outside of digital marketing to generate leads these days. Word of mouth used to be one of the largest factors. Today, word of mouth exists online. Similarly, newspaper ads used to be a goldmine for home service workers, while today those ads have transitioned to Google, Facebook, and YouTube. In congruence with advancements in technology, the average consumer has gotten smarter and more selective when choosing ac and heating services. It’s your job to make them feel like your business is the ideal choice.
There are many sources for leads. Some traditional ones like word of mouth, print, and radio ads, as well as television infomercials, have become mostly obsolete. Newer ones like organic search, Google My Business / Maps, Google Ads, and Facebook Ads are alive and well. Other sources like Instagram and YouTube are on the rise, and depending on how they’re used, can continue to ascend in the direction of lead generation. The heating and cooling industry is in high demand. Because furnace problems are common during winter, and ac problems are similarly problematic during summer, there’s always a good opportunity for work.
For a full online presence, tending to every lead source is encouraged. It’s exactly what is done by HVAC Webmasters. We look at each source; organic, paid, social, etc. … and ensure optimization to keep your business in good standing with Google and its users. The goal for every contractor is to generate more online leads and increase clientele. We put you in a position to do this by diversifying your lead sources and encouraging visibility throughout all corners of the world wide web. The more places your business establishes its brand, the more leads will come.
HVAC Sales Techniques
To convert a lead into a customer, sales techniques must be practiced by you, the closer of the deal. The first step is on us, which is to bring you the highest quality leads who have shown interest and your service, and who are not shared with other companies. Converting these kinds of consumers is exponentially more likely than with other forms of leads. Still, there are a few things you must do to increase the probability even more. As a sales closer, which in many cases is you the HVAC contractor, you should consider some of the sales techniques below:
- Ask Questions: Learn the potential customer’s concerns
- Be Conversational: Build trust by conversing as a helpful correspondent
- Range Pricing: Offer a range of prices, rather than a single price point
In 2020, most consumers understand when they’re being worked. Furthermore, they have options to vet companies before agreeing to invest in them in any way. However, with PPL leads, your prospective customers most likely already have a good idea of what your HVAC company offers. This is far different than an outbound cold call which usually ends in the call recipient telling you to kick rocks. Using Pay Per Lead, you’ll be practicing inbound marketing, which is far more effective than outbound marketing in today’s HVAC marketplace.
HVAC Lead Generation Ideas
Aside from the services included in our PPL plans, other lead generation ideas can also be discussed. For example, targeted Facebook advertising is a lead generation idea. So is running a contest or raffle to include in the Facebook ad campaign. Social media marketing is different than advertising. With marketing, you update your page organically and don’t pay extra for the publications. With advertising, your content is paid, but you also reach more people, and best yet, people you target by demographics, location, and interests. Lead generation ideas include:
Sometimes, sponsoring your local little league team or another local group can also generate leads. There are no guarantees, however, especially if you don’t invest in your online presence so that when people check on your company, they like what they find. The difference in trust-building today is that there are more checks and balances. Associating yourself with members of the community is no longer enough to persuade a prospective buyer. They will check your business online, and if they find 1-star reviews berating your services, you will never get a call from them.
Are Leads Overhyped for HVAC Companies?
Leads for HVAC contractors are valued on a sliding scale. Therefore, shared leads are probably overrated by most standards. Simply put, contractors don’t need the nightmare of fending off 10 competitors for the same lead. As for exclusive leads? They are perhaps underrated. Since most companies offer only shared leads, the value of the exclusive version is even greater. They are in greater demand but have a lower supply. Furthermore, they make the conversion rate of a sales call increase exponentially. Make sure you find a company that offers exclusive leads.
At the end of the day, leads generation is one of the most important aspects of your HVAC business. To survive in this business, you need clients. To get clients, you need leads. It’s really a very simple idea that every contractor is acutely aware of. The problem they face is finding legitimate leads that they can invest in. The reason why digital marketing has taken off in the last decade or more is that it is a lead generation machine. But far too often, the end goal of marketing is not reached. Let’s get back to identifying what we really want to pay for.