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They’re your customer, right? Your company just completed a service call, and your new customer is happy. They are yours for life — they’ll call you whenever their unit breaks, and they will ultimately have you replace the system when it’s time.
Well, times have changed. This ain’t your granddaddy’s 10 SEER unit anymore. Loyalty seems to have disappeared within our industry, too. The old days of having just a few heating and air companies in your town are over. Look around and it can feel like there’s a new HVAC company on every corner. So, what do you do to keep customers as the owner of a heating and air company? First, let’s take a look at the cost of acquiring them.
Cost to acquire a new customer
What does it cost to acquire a new HVAC customer? It can range from almost nothing to hundreds of dollars. Referrals are always our lowest acquisition cost. This is why referral programs are so important to your business. Create and implement a plan that rewards your existing customers for passing along new business to you. For example: Offer dollars off for IAQ items, free service calls (diagnostic fee), money towards a new system, etc. One of the best platforms to acquire new customers is online ads through Google and other search engines. They have been a steady source of leads for contracting companies in recent years. Google offers multiple platforms such as Local Service Ads, Search, Display, and Performance Max that drive consistent solid leads for HVAC companies. The cost of these can range from $20 + to well over $100 per lead. Why they work, you ask? These advertisements sit at the top of the SERP results (Search Engine Results Page). Customers are in a panic when their heat or air is out. These ads are the first thing they see in the search results. Over 80% of consumers start their buying journey online, and studies show paid ads provide higher conversion rates to new customers.
KING GOOGLE: When a homeowner’s HVAC breaks down, are you confident they’ll call you, or will they default to Google search? (Courtesy of Will Merritt)
Maintenance Agreements Are a Must
Now that we have a new customer, we have to keep them. Maintenance agreements are critical to the success of your contracting business. There is no way around it in 2025. It provides recurring revenue for your company. HVAC companies provide two visits per year, one to maintain the cooling system and one for the heating system. Maintenance agreements keep your technicians busy during the shoulder seasons, but ultimately it provides opportunities for increased sales for your business. Each visit provides an opportunity to replace aging or failing parts, duct systems repairs, IAQ add-ons, and eventually system replacements. If you’re not maintaining and growing the relationship, someone else will. Maintenance agreements also make your business more attractive to potential buyers. It’s a win-win for HVAC owners.
How often should you engage with your customer and how?
We want to keep our relationship strong with our customers. What does that really mean? Our HVAC marketing agency recommends a little touch about once a month at the most. You do not want to spam them, or you will annoy your customer. Remember, we live, eat, and breathe HVAC — the consumer does not. A quarterly newsletter sent by email is a great way to keep in touch. You are not trying to sell anything. You are just providing a gentle reminder about your relationship as their HVAC service provider. Seasonal promotions also come into play. As we move into spring, it’s time for an a/c tune-up, or you promote the benefits IAQ devices provide for allergy sufferers. Again, don’t try to sell — show them the benefits. Cleaning and checking your air conditioner before summer helps prevent untimely breakdowns, lowers utility bills, and increases the longevity of the system. Air cleaners or UV lights can help people cope with their seasonal allergies. These are things consumers can relate to and will understand. Explain to them how it will improve their lives. You’ll be surprised; it will get the phone ringing.
Cost to re-acquire
Re-acquiring your customer is a real thing in 2025. Heating and air is out of sight and out of mind for homeowners until it breaks. So, if we are not touching our customers regularly, we will have to re-acquire them. What does that mean? It means they could be clicking on pay-per-click ads or local service ads, which will cost your company money. Or, even worse, they contact one of your competitors, and they’re lost.
A LITTLE FLAIR: Out-of-the-box marketing ploys can help build a lasting relationship with a customer. (Courtesy of Will Merritt)
How do you keep your customer?
We must keep them in the family. You better wrap your arms around them and don’t let go, because if you don’t, they will go elsewhere. So, what do we do to create loyalty? You must create brand loyalty. Let’s start with the basics. Thermostat decals and unit decals are great reminders of your relationship. Give them company swag, such as insulated coffee mugs, refrigerator magnets, kids coloring books, t-shirts, note pads, etc. Here’s an out-of-the-box idea our marketing company uses to create top of mind awareness. We private label barbecue and hot sauce. I know what you are thinking, these guys are crazy, right? No, we don’t actually make it. We have a vendor that produces and sells it. Our graphic designer creates our own custom labels. The idea is to create top-of-mind awareness to drive your brand awareness. We must work hard to make our customers loyal. We ultimately want customers for life.