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In 2025, marketing for HVAC companies starts and ends with your online presence. Think about how you act as a consumer ̶ when you need to learn more about something, have a question about a product or service, or are ready to make a purchase; What do you do? You pick up your phone, tablet, or laptop. The same goes for consumers needing service, maintenance, or repair from a local heating and air company. Let’s take a look at the most important pieces of your online presence.
Website
You would think by 2025 that having a great website is a given, right? You would be surprised at what you see. Your website should give the consumer exactly what they want when they land on your site. It should convey exactly what you stand for as a business owner, and it should tell them you have the services they are searching for. Here are the key factors to a great website:
- Mobile Friendly (Your website looks great on all devices, remember Google ranks websites mobile first)
- Loading Speed (Nothing frustrates consumers more than a slow-loading website)
- Easy to Navigate (The menu clearly shows your services and is in a format the consumer is familiar with.)
- Call to Action (This is a BIG one, “Schedule Service”, “Contact Us”, “Specials or Save Now”, “Financing”, “Online Estimate”)
- Content (You must deliver what the consumer is searching for in an easy-to-understand verbiage. Also, answering questions they have is huge. Ex: Why is my thermostat screen blank? Should I get a tune-up before I turn on my A/C? Is it normal to have water coming from the PVC drain? , etc….)
Reviews
Did you know studies show consumers trust an online review as much as they do a recommendation from a friend? Everyone reads reviews today for all types of businesses. Do you ever look at recent reviews for a restaurant before making a reservation? Of course you do, it’s human nature in 2025. This is why reviews are so important for HVAC contractors. Did you know Google uses reviews as a major ranking factor for local heating and air companies? There are many platforms out there to help gain reviews, such as, Birdeye, Podium, and Nice Job. Pick one and start growing your reviews. Consumers will take notice.
Google Local Service Ads (Google Guaranteed)
(Courtesy of Will Merritt
Every heating and air contractor should participate in this platform. There I said it, but I really do mean it. When a consumer searches for services, such as, “AC Repair Near Me” or “Heating and Air Company”, the first thing they see on SERPs(Search Engine Results Page) are the Google Guaranteed contractors. This is a true “Pay Per Lead” platform, meaning you don’t pay for a lead unless they call you, and it’s a quality lead. One’s that are not true leads can be disputed, so you get your money back.
Social Media
(Courtesy of Will Merritt)
You’re probably saying why social media for HVAC companies? Well, Facebook alone has almost 200 million subscribers in the United States. You must go where your customers are. Social media is one of the least expensive (if not free) platforms to drive branding for your company. Have fun with it. Consumers want to identify with you and your people. We find an “organic” approach works best for our industry. Post pictures of happy employees, satisfied customers, activities you’re involved within the community, or company team-building events. It’s a two-fold approach, consumers will like and trust your company, and potential new employees will be impressed and drawn to your culture.
Coaching Company
(Courtesy of Will Merritt)
A coaching company for your HVAC business can be the piece you are missing. Running a contracting business is hard, so why not partner with an organization that can take you from good to great? Imagine you have a coach to help with things you are struggling with in your business. I’ve seen it pay huge dividends for contractors. Coaching companies can help you better understand:
- Your financials (Ex: make sure you are pricing jobs, so you are profitable)
- CSR training (CSRs can make or break your organization, they are the front line of defense)
- Technician training (Active listening, offering solutions to problems vs. selling)
- Leadership training (Helping you become the leader that takes your business to the next level)
Branding for HVAC Businesses
(Courtesy of Will Merritt)
Branding seems to be a lost art in 2025. As we’ve moved into the digital age, it appears branding has taken a back seat to the online world. Consumers want to identify with you and your company, and it’s hard to do that through digital platforms only. It’s a big deal for a homeowner to invite you into their home. They want to know and trust your company. Sometimes it can be the little things that really make a huge impact on your business. Take the time to invest in some of these, and yes oftentimes the only investment is your time.
- Community Involvement (Sponsor local kid’s sports team, get involved in local churches, food banks, or other charities)
- Referral programs (Referrals are your lowest cost lead, promote loyalty with your current customers, offer incentives for referrals)
- Company swag (Leave behind reminders of your business with your customers: Coffee mugs, refrigerator magnets, koozies, kids’ coloring books, pens, etc.
These are three pillars to HVAC business success in 2025. They are not the only things you need to focus on, but each one can have a major impact on success.