Who I work with · Home services

Marketing for HVAC companies.

Heating and cooling work is won twice: once on the cold night the furnace quits, and again in the slow months when you sell the system that replaces it.

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How the work actually comes in

The honest version.

Nobody shops for an HVAC company until something stops working or a quote comes in higher than expected. The repair call is a phone in one hand and a search result in the other, and the first shop that picks up usually gets the job. The replacement sale is different. It is weeks of comparing quotes, reading reviews, asking about rebates and checking whether you actually install heat pumps or just say so.

Those two buyers want different things from the same website. The no-heat caller wants a phone number and proof you are open. The homeowner pricing a cold-climate heat pump wants to see your installs, understand the process and trust you with a large check. Most HVAC sites serve neither well. They already found you, and what they find decides whether they call.

By the numbers. Census County Business Patterns, 2023 counts 318 businesses in Plymouth County, 278 in Bristol County, 358 in Norfolk County and 494 in Rhode Island classified as plumbing, heating and air-conditioning contractors, a category that lumps you in with every plumber in the region. Source: U.S. Census Bureau, County Business Patterns 2023. Counts cover businesses with paid employees.

Where the work leaks

Your Receipt, HVAC companies.

SICC MEDIA

Customer copy

Receipt #07904C · HVAC COMPANIES

01
Cold-snap calls that ring out
LEAKING
The first hard freeze brings every no-heat call at once. Your techs are already in basements, the office line is busy, and the homeowner hangs up and calls the next listing. That job, and often the replacement that follows it, goes to whoever answered.
02
Maintenance agreements nobody renews
LEAKING
You sold the plan, did the fall tune-up, and then nothing. No reminder before the spring visit, no renewal notice, no record of who lapsed. Agreement members are the customers most likely to call you for a replacement, and they quietly drift when nobody follows up.
03
Heat pump work you do but never show
LEAKING
Homeowners researching a heat pump conversion want proof you have done one in a house like theirs: an old oil boiler, baseboard heat, no ductwork. If your site only says heating and cooling, they assume you are a furnace shop and keep looking.
04
Replacement quotes that go cold
LEAKING
A system replacement is a big decision and people sit on it. The quote goes out, the homeowner collects two more, and nobody from your shop checks back. The job goes to whoever stayed in touch, not always to whoever quoted best.

This is the general version

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The leak that costs the most

You missed the call. Now what?

One missed call. Two endings.

2:14 PMYou are in an attic in July. The phone rings. You cannot get to it.
2:14 PMThey hit voicemail and hang up without leaving a message.
2:15 PMThey tap the next name on Google.
6:40 PMYou see the missed call. You call back. No answer.
The no-cool call went to whoever picked up.

An example of how it plays out, not a real customer. The text-back is part of automation for HVAC companies.

Timing

The year, for HVAC companies.

New England gives HVAC two rushes and two lulls. The first cold snap and the first heat wave both bury you in repair calls. Spring and fall are quieter, which is exactly when tune-ups, agreement renewals and replacement installs should be marketed. If the only time you promote anything is when you are already booked solid, the slow months stay slow.

Where I would start

Automation for HVAC Companies

Automation fixes the two leaks that cost HVAC shops the most: calls missed during a cold snap and maintenance customers nobody reminds. A missed-call text back, seasonal tune-up reminders and quote follow-up run in the background while your team is in an attic or a crawlspace.

See the plan →

Everything I do

Ten services, written for HVAC companies.

Or skip straight to your problem

I run My business and I keep losing jobs to My problem

The list is not everything. Not on it? Pick “a business not listed,” or run the free Receipt. It works for any business.

Service 01Branding for HVAC Companies

Your brand rides on vans, shirts, invoices and the sticker on every furnace you service.

Service 02Websites for HVAC Companies

An HVAC site has to serve a homeowner with no heat at night and a homeowner pricing a heat pump over coffee.

Service 03Marketing Planning for HVAC Companies

Every HVAC shop is really three businesses: emergency repair, system replacement and maintenance agreements.

Service 04Social Media Management for HVAC Companies

Nobody follows an HVAC company for fun.

Service 05Content Design for HVAC Companies

You have someone posting.

Service 06E-commerce for HVAC Companies

Nobody buys a furnace from a shopping cart.

Service 07Automation for HVAC Companies

The cold snap is when calls pile up and the slow season is when follow-up gets forgotten.

Service 08Voice Agents for HVAC Companies

When the furnace dies at night, the homeowner calls until someone answers.

Service 09Local SEO for HVAC Companies

Furnace repair, boiler service and heat pump installation are separate searches.

Service 10Google Ads for HVAC Companies

Ads in HVAC are easy to waste.

Questions

What HVAC companies ask first.

Should heating and cooling have separate pages, or one HVAC page?

Separate, and then go narrower. Furnace repair, boiler service, heat pump installation, ductless mini-splits and central air are different searches from different people. One page called HVAC services tells nobody you do the specific thing they need. Each page should show that work, say where you do it and give the next step. The free audit will show which of these searches you are missing.

We also do plumbing. Does that hurt our HVAC marketing?

Not if you keep the two clearly separated online. Pick a primary Google Business Profile category based on the work you most want, add the others as secondary categories, and give each trade its own pages. Mixing everything onto one page makes you look like a generalist to the homeowner who wants a heat pump specialist.

Is it worth marketing heat pump conversions specifically?

If you install them well and want more of them, yes. Homeowners researching conversions are reading, comparing and asking about rebates long before they call. A clear page on how a conversion works in an older house, with real photos of your installs, does more than any discount. Just do not promise rebate amounts. Programs change, and the customer will hold you to the number.

Where they are

Towns with the most HVAC companies.

Quincy, MA · 44Warwick, RI · 42Plymouth, MA · 34Cranston, RI · 34Weymouth, MA · 31Fall River, MA · 30Johnston, RI · 29Coventry, RI · 28East Providence, RI · 28Pawtucket, RI · 24

Business counts by town, Census category "Plumbing, heating and air-conditioning contractors". Source: U.S. Census Bureau, ZIP Code Business Patterns 2023.

Close neighbors

Other home services businesses I write for.

PlumbersElectriciansRoofersRemodelers and home improvement contractorsLandscapersPaintersCleaning servicesPest control companiesMoversMasonry and hardscape contractorsSeptic service companies

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