One of the key objectives of any service-based business is earning and converting new leads. Your heating, ventilation and air conditioning (HVAC) business can only succeed with a reliable stream of interested potential customers. Acquiring leads requires a thoughtful plan of action and the utilization of various strategies.
If you’re interested in lead generation, you should create a plan incorporating several different tactics. You’ll need to choose the right ad formats, utilize search engine optimization, build a social media presence, send targeted emails, bolster your customer service and manage your online reviews. Learn how to get HVAC leads with the following seven strategies.
1. Create a Realistic Plan for Earning More HVAC Leads
If you want to generate leads for your HVAC business, you’ll need to do some brainstorming. The first step should be to create firm, measurable goals while staying realistic. Determine what you can accomplish and what adjustments you may need to make. Ask yourself key questions about your financial state and objectives, including:
- What are my revenue goals for the coming year or quarter?
- How many service calls are necessary to achieve my revenue goals?
- Do I have enough technicians, installers and salespeople on my team?
- How many technicians, installers and salespeople will I need to employ?
- What times of the year do I get the most service calls?
- What times of the year do I get the fewest service calls?
- Who are my key customers?
- How can I define my target audience?
- Are my service prices competitive yet high enough to create revenue?
Once you have a firm grasp of your finances and your goals, you’ll have a blueprint for an achievable future plan. This blueprint will help you determine how you can win commercial HVAC leads in your unique position. It’ll also help you prepare your business for long-term success.
What Changes Are Necessary to Achieve Your Goals?
Based on how you answered the above questions, you may need to make a few changes. For instance, if you hope to receive more service calls than you can accomplish with your current team, you may need to bring on new technicians, installers or salespeople. If you are not performing enough service calls to reach your revenue goals, you may need to increase your marketing focus. Research marketing strategies — you might choose to run online ads or start an email campaign.
2. Utilize Search Engine Optimization (SEO) Techniques
Digital marketing and SEO are absolute necessities in the modern world of HVAC lead generation. If you’ve yet to explore these avenues, take some time to learn about them. For those who are unfamiliar with the term, search engine optimization involves gaining a greater volume of high-quality web traffic from search engines like Google. The key goal is to rank as high as possible in relevant search results. This unpaid, organic traffic includes potential leads, which you can convert to clients with your website.
HVAC Website Design and SEO
3. Run Pay-Per-Click (PPC) Ads and Local Service Ads (LSAs)
Earning leads for HVAC companies requires a range of advertising strategies. You might choose to incorporate PPC ads or LSAs.
What Are PPC Ads?
As the name suggests, a PPC ad costs you a set fee each time a user clicks on it. The most common form of PPC is a paid search ad, which appears in relevant search engine results pages (SERPs). If you’ve ever used a search engine, you’ve seen paid search ads.
PPC ads are often a cost-effective solution, as you only have to pay for clicks, not for appearances. As long as you have an optimized website with fast performance, helpful content and appealing CTAs, PPC ads can help you obtain new leads. Keep in mind, you’ll have to bid on the search terms you want to appear under. For instance, you’ll likely want to appear when someone searches “air conditioning repair” or “ventilation system maintenance.” The most popular search terms, or keywords, will be more expensive.
What Are LSAs?
You may also want to use LSAs. These ads are specific to a location, so you’ll only appear for those searching relevant services in your area. LSAs offer major benefits to service providers, including HVAC businesses. If you live in a rural region, you may need to target ads for the nearest metropolitan area.
4. Build and Maintain Your Social Media Platforms
Another effective way to earn HVAC leads is to build and maintain a social media presence. Social media is a necessary part of any successful business. Using social media helps you engage your existing customers and pique the interest of potential new ones. Using social media, you can highlight your customer service, expertise and professionalism.
Choose the Right Platforms
Not all social media platforms will serve your business in the same ways. It’s important to choose platforms where your target customers are already present. Determine your target audience’s demographics, including age, sex, race, ethnicity, education level and other factors. Then, research social media site demographics to see where you should build your presence.
For an HVAC business, Facebook is a necessity. More adults use Facebook than any other platform, and users tend to visit the site every day. If you have yet to do so, create a Facebook page for your HVAC business. This account will help you attract high-quality leads.
Post Compelling Content
Once you’ve created a Facebook page or social media account, be sure to post on a regular basis. Note that filling your page with fluff or promotions isn’t the best strategy. Instead, post interesting, helpful, informative content. Establish yourself as an authoritative resource on all things HVAC. Provide tips, how-tos and other valuable content to attract potential leads.
Run Ads and Promotions
You should also use social media ads to help you boost your content and win followers. The more people who see your content, the more opportunities you have to earn leads. Platforms like Facebook are competitive landscapes, and site-specific ads are vital for an effective social media strategy.
5. Invest in Targeted Email Marketing
Email marketing has long been one of the most effective tactics, with impressive returns on investment (ROI). Email campaigns are often less expensive to devise and run than other advertising methods. As long as you use a thoughtful emailing strategy, you’ll build stronger connections with your leads and earn more service calls.
Email Marketing Best Practices
Follow certain best practices when sending targeted emails. Instead of blasting vague promotions to your entire contact list, send messages to small batches of specific customer groups. For instance, you might send “We miss you!” emails to previous customers. Be sure to remove unengaged email contacts after a designated amount of time.
Again, make sure you’re providing engaging content, not just promotions. Include links to your content marketing pieces, offering information or advice. You might even craft a monthly newsletter to garner interest. When writing subject lines, be careful not to sound “spammy.” Steer clear of words like “free” or “exclusive” and hold the exclamation points. These elements could land you in the spam folder.
6. Train Your HVAC Techs on Excellent Customer Service
While implementing new, modern marketing strategies, it’s still crucial to remember the old-fashioned methods. Some of the best HVAC lead generation ideas are old-school. Attentive, thoughtful and helpful customer service goes a long way. When you give your customers a five-star experience, you’ll merit five-star reviews. Make sure your HVAC technicians understand the importance of top-quality customer service.
Go Above and Beyond
Those on your team who engage with customers, in-person or otherwise, should be friendly and considerate. Encourage them to go above and beyond. Performing simple kind acts or taking the time to make small talk with customers can go a long way.
Urge your technicians to provide the best possible service every time. As a result, you’ll receive positive online reviews, which will help boost your web presence and convince new leads to consider your business. You’ll also inspire customer loyalty and word-of-mouth referrals. Providing excellent service will allow you to generate leads both online and offline.
7. Manage Your Online Reviews
Keep careful track of your online reviews. Customers looking for HVAC services almost always check reviews before choosing a company. Though you have no control over what customers post, you should always be aware of reviews and craft the best possible responses to both positive and negative feedback.
Respond to Negative Reviews
Excellent service will help you minimize negative reviews. But negative reviews are always a possibility — when they happen, it’s important to respond with professionalism and positivity. Apologize, offer a solution and thank the customer for leaving feedback. Provide contact information to move the conversation offline. These steps may help you mend the relationship with the scorned reviewer. It’ll also show those researching your company how much you care about your customers’ experiences and concerns. In many ways, criticism provides an opportunity to showcase your customer service.
Reduce Negative Reviews
If you find yourself receiving multiple negative reviews, you may need some introspection. How might you improve your customers’ experiences? Record the kind of complaints you tend to receive. Are customers unhappy with your quality of service? Are they frustrated with communication skills? Remember, negative reviews are free feedback, which is a valuable tool for any business. They can help you determine where your business has room for improvement.
Promote Positive Reviews
When you receive positive reviews, make the most of them! Add your best feedback to your website, brochure or other promotional material. If you’ve earned over four out of five stars, you might include visuals to signify this or mention it in your web copy. You might also take the time to leave a brief “thank you” message in response to flattering reviews, showing your appreciation and attentiveness.
Use Dataforma HVAC Software to Manage Projects and Workflow
Using multiple strategies to generate new leads will help your business grow. Focus on building and improving your online presence, utilizing social media, email campaigns, ad platforms and an optimized website. At the same time, remember that providing high-quality, thoughtful and professional service remains an effective lead generation tool.
One way you can improve your customers’ experiences is by enhancing your project management and workflow. With Dataforma HVAC software, you’ll streamline your business processes. Our software includes location services, project scheduling, mobile alerts, lead tracking and everything else you need to promote your business’s success. To upgrade your day-to-day operations, creating a better experience for your team and your customers, schedule a free Dataforma demo today.