8 Proven Tactics for Effective Lead Generation for HVAC Companies in 2024

Introduction

Lead generation is the lifeblood of any HVAC company. Without a steady flow of potential customers, growth slows, and opportunities to sell dwindle. Today, we want to give you a practical, step-by-step guide to mastering lead gen in 2024.

This article is tailored specifically to commercial HVAC contractors to help you boost lead volume and lower barriers to sales. But, using these tactics will also enhance your sales team’s efficiency and empower them with signal data to go straight to a “buyer” who’s already indicated they’re looking for HVAC services (more on that in a moment).

We’re Going to Cover:

1. How to quickly connect with buyers who’ve already shown interest in your services.
2. Discover how to attract more potential customers through a variety of effective lead-generation channels.
3. Master the art of selling more by refining your targeting through buyer signals and efficient follow-up processes.
4. Utilize powerful sales intelligence technology to optimize your sales team’s workflows for maximum efficiency.
5. Identify the best channels to enhance your visibility and foster trust within your local community.
6. Gain insights that empower your team to shorten sales cycles and simplify the process of closing deals.

1. Boost Online Visibility to Increase HVAC Leads

In today’s digital world, increasing online visibility through an optimized HVAC website is essential for HVAC contractors to attract more potential customers and generate HVAC leads. Here’s how to make your online presence not just visible, but irresistible:

Optimize Your Website for User Experience and Conversions

Your HVAC website is the digital face of your HVAC business. A professional, user-friendly website is crucial for attracting new customers. Before investing in SEO or Ads, ensure your HVAC website is optimized for conversions to make the most of your marketing budget.

Make sure your website is attractive, easy to navigate, and offers clear and concise calls to action. Scheduling should also be simple and straightforward, allowing customers to book services effortlessly.

Offering various HVAC services like scheduled maintenance, repair, installation, and ductless solutions on dedicated “product pages” can significantly enhance conversions by eliminating buyer confusion.

Professional-looking HVAC websites are easier than ever to create with drag-and-drop options available today. Platforms like Squarespace, Webflow, Wix, and WordPress offer cost-efficient solutions that are attractive and optimized for conversions— essential for HVAC companies aiming to attract new customers.

Leverage Targeted Keywords and Search Engine Optimization

To thrive in today’s digital landscape, showing up on the first page of Google is crucial. Google commands a whopping 81.95% of the search engine market share, processing over 99,000 search queries per second—roughly 2 trillion searches per year. This dominance makes it the go-to platform for reaching potential customers and generating HVAC leads.

The harsh truth of a digital marketplace is: that if you’re not on the first page of Google, you might as well be invisible online.

One of the best ways to leverage targeted keywords like “commercial HVAC maintenance” is by regularly posting valuable tips for prospects and customers on a blog. Google reports that companies that maintain a blog get 57% more traffic, 67 more leads, and 97% more inbound links. This means that having an active online presence can dramatically enhance your visibility and credibility.

Local searches account for 46% of all Google searches, making local SEO particularly relevant for HVAC businesses. Ensuring your content is optimized for local SEO can drive a significant amount of targeted traffic to your site.

To further enhance your SEO efforts, focus on acquiring high-domain authority backlinks. Google rewards websites with high-quality backlinks by ranking them higher in search results. In fact, pages ranking in the top 10 results have 3.8x more backlinks than those in lower positions. Getting good backlinks creates a “flywheel effect” that helps you climb the search rankings and attract more quality leads.

Focus on Site Speed and Mobile Friendliness

With mobile devices accounting for 58.22% of all searches globally, ensuring your website is mobile-friendly is critical. A responsive design that adapts to different screen sizes can improve user experience and keep visitors engaged.

A website that loads quickly and is easy to navigate will retain visitors longer. Mobile bounce rates increase by 32% as the page load time increases from 1 to 3 seconds. Ensuring your site loads fast can reduce bounce rates and keep potential customers on your site.

If you’d like to take full advantage of the information in each section of this article, we’ll include action steps at the close of each section. Feel free to use these action steps as your guide to creating a lead-generation strategy that will increase your sales “opportunities” and help your team close more deals.

Action Steps:

1. Optimize Your Website: Ensure your site is user-friendly, mobile-optimized, and fast-loading.
2. Create Quality Content: Regularly publish valuable blog posts.
3. Focus on Local SEO: Use local keywords and create relevant content.
4. Build Backlinks: Earn high-quality backlinks by posting great content.
5. Improve Loading Speed: Use tools like Google PageSpeed Insights for improvements.
6. Display Clear Contact Information: Make your phone number and contact details easily accessible.
7. Engage with Content: Provide valuable content such as blogs, FAQs, and service pages that answer common customer questions.

2. Invest in Lead Generation Software

In today’s fast-paced digital world, leveraging technology to streamline your HVAC lead generation efforts can set you apart from the competition. Many HVAC lead generation companies offer software solutions that can streamline your lead generation efforts. Investing in lead generation software is a powerful strategy to enhance your team’s efficiency and close rates.

Consider this: according to Salesforce, 21% of a salesperson’s time is spent doing lead research. This means that in a typical 40-hour workweek, 8.4 hours are spent finding leads – this doesn’t include outreach or sales conversations. Reclaiming that time, and redirecting it towards nurturing relationships and closing deals will make your team at least 20% more effective.

At Convex, We Solved This Problem.

Imagine your salespeople completing 2-hours of lead research and prospecting in just 5 minutes. At Convex, we’ve built a platform to help you do just that!

Unlike many other platforms which require list-building steps based on titles, locations, and contact information that can be inaccurate and outdated, Convex is built on property intelligence, incorporating buildings, tenants, management, assets (like HVAC systems), and contact info into a user-friendly ecosystem that’s best in class. This allows you to build a contact list, plan a route, and hit all the top spots in one trip rather than waste time canvassing.

Having access to the best data is also a key factor in sales success. That’s why we integrated multiple top-tier data providers into our software – this way our platform is the first to know when contact information changes- so your sales team can spend less time searching and more time closing deals.

We’ve also integrated messaging and calling features to make outreach a breeze. With these features, you can use Generative AI to create targeted sales messages and send them in minutes (more on this in a bit).

Finally, we’ve integrated sales intelligence and buying signals into our platform, so you can see which businesses are actively looking for your products and services without the guesswork. This feature ensures that your outreach is always targeted and effective.

Key Features:

1. Data Integration: Syncs with top data providers for the most accurate, up-to-date information.
2. Property Intelligence: Comprehensive details on buildings, tenants, management, and contact information.
3. Route Planning: Efficiently plan and execute sales visits.
4. Buying Signals: Identify prospects actively seeking your services.

Our internal research shows it takes an average of 6 calls to convert a lead. With our lead generation software, you can track these interactions seamlessly, ensuring timely follow-ups and higher conversion rates. The software helps you maintain consistency and precision in your sales approach.

Investing in lead generation software is about reducing the manual workload on your sales team. This not only enhances productivity but also ensures that no potential leads slip through the cracks. That’s why outreach, email campaigns, and follow-up reminders can all be managed efficiently through our lead generation software without having to upload contacts into a CRM.

Want to see how it works?

Jared Rothberger from JAN-PRO leverages Convex’s Atlas platform to streamline their commercial cleaning growth goals. The sales intelligence provided by Convex significantly reduces time spent on lead research and prospecting. With up-to-date data and integrated buying signals, JAN-PRO can efficiently identify and target prospects looking for their services, enhancing their outreach and improving conversion rates.

For more details, you can watch the full testimonial here.

Action Steps:

1. Choose the Right Software: Select a lead generation platform that drives revenue and streamlines the sales process for your team.
2. Streamline Sales Processes for Success: Utilize the software to connect with prospective customers, check buying signals, and use the platform to complete several-hour tasks in minutes!

3. Utilize Paid Search and Ads for Predictable Lead Flow

While organic search is vital for long-term growth, paid search can provide immediate visibility and a quick influx of leads. Using an HVAC lead generator like Google or Facebook can help you maximize the effectiveness of your paid search campaigns. Paid search, particularly through platforms like Google Ads, is a powerful tool to complement your organic efforts.

The Cost of Paid Advertising for HVAC Leads

Understanding the cost of paid search is critical to generating a positive ROI. For example, Google Local Services Ads (LSA) typically cost between $30- 60 per lead, whereas Google Ads can cost around $250 per lead. Knowing these figures helps you budget effectively and choose the most cost-efficient options for your HVAC business.

For example, (based on the numbers in the previous paragraph) if you close 25% of the leads you generate from Google Ads, you’d spend $1,000.00 per client, but using those same assumptions, if you used LSA, you’d only spend $180.00 per client.

Another platform to consider is Meta Ads. Facebook’s Business Manager offers another great avenue for generating local HVAC leads. With an average cost of $9.88 per 1,000 impressions (depending on your location), a monthly budget of $1,000.00 could generate 50,000- 100,000 impressions- driving local brand awareness to your HVAC company.

But, with Facebook ads, understanding the numbers is a bit tricky. The primary number I’d consider if I was advertising on Facebook right now is cost-per-action (CPA). Cost-per-action is the amount of money you spend to generate an action, such as filling out a form, making a phone call, or booking an appointment.

According to Wordstream, the average CPA for industrial services companies is $38.21 in 2024. Using this metric, if you have well-written ads that are targeted correctly, and your sales team closes 20% of those actions into deals, you’d spend $191.05 to get a customer through ads on Facebook.

These figures will fluctuate, but they demonstrate the potential ROI from a relatively small investment in social media advertising.

There are also platforms like Instagram (also Meta), TikTok, and Snapchat which offer great ad options – but keep in mind they’re primarily focused on metrics like user engagement which may be a better fit for residential HVAC services and much less effective for commercial HVAC companies.

Paid search is a significant driver for many businesses. In fact, 74% of brands report that pay-per-click (PPC) ads are a major contributor to their business success. Paid search ads (Adwords) can target specific keywords and demographics, ensuring your ads are seen by the right audience at the right time.

Action Steps:

1. Set a Budget: Determine how much you are willing to spend on paid search each month and allocate your budget between different platforms like Google Ads and Facebook Ads.
2. Target Your Ads: Use specific keywords related to your services and local area to ensure your ads reach potential customers who are actively searching for HVAC solutions.
3. Monitor and Adjust: Regularly review the performance of your paid search campaigns. Use analytics to track which ads are converting and adjust your strategy accordingly.
4. Leverage Google Local Services: Utilize LSA to appear at the top of Google search results and directly attract local leads who are ready to convert.

4. Effective Email Marketing

Email marketing remains one of the most cost-effective ways to generate HVAC leads. Email marketing can significantly boost your HVAC sales by keeping your brand top-of-mind and driving engagement. The reason for this is, that once you build your list, you own that “asset.” The challenge with Google’s new update is email deliverability.

According to Google, as of February 2024, if your domain gets more than .30% spam reports, Google will automatically block messages from your domain. This is a huge challenge for email marketing efforts. In other words, if more than 3 in 10 of your marketing emails get flagged, your emails could be going straight to spam and you won’t even know it.

You can mitigate this with personalization. The best way is to take a look at your list of previous customers and target them with personalized messages that are relevant to them. For example, send emails on regular service intervals for HVAC systems you’ve installed. This will keep your brand top-of-mind and drive engagement in your messages without hurting deliverability rates. It also allows you to make offers to your list that cost pennies to deliver.

Industry-wide, email marketing yields an impressive $40 for every $1 spent. This high return on investment (ROI) makes email one of the most valuable tools for HVAC lead generation – especially for HVAC businesses looking to maximize their marketing budget.

Using customer data, you can segment your audience and send personalized email campaigns to them.

Another example would be seasonal maintenance offers and estimate follow-ups. Offering email promotions for ongoing maintenance, specials to managers at new developments, and/or follow-ups on unsold estimates or HVAC leads that never converted into sales.

Personalized emails are far more likely to be opened and acted upon, increasing your chances of converting leads into customers and sales.

Want to send better outreach emails? Jeff Scalise and his team at Koorsen Fire & Security use Convex’s Generative AI email tool to send better emails to prospects and drive sales conversations. In Jeff’s own words:

“Work life has improved for me and my team (using Convex) because it’s really cut down on the time that it takes to research customers and actually send our emails. I would recommend Convex’s Generative AI email product to other companies because it truly is a superior product that provides a tremendous solution to the issues the industry faces.”

For more details, you can watch the full testimonial here.

Action Steps:

1. Build a Quality Email List: Collect email addresses through your website, service calls, and customer interactions. Ensure you have permission to email these contacts.
2. Segment Your Audience: Use customer data to create targeted email lists based on factors like past service history, location, and customer preferences.
3. Create Compelling Content: Develop engaging email content that provides value to your customers. This can include maintenance tips, special offers, and reminders for seasonal services.
4. Use Automation and Generative AI Tools: Leverage tools like Convex’s Generative AI email outreach tools to ensure high-quality consistent communication and timely follow-ups.
5. Monitor and Optimize: Regularly review your email campaign metrics, such as open rates and conversion rates. Use this data to refine your strategies and improve future campaigns.

5. Managing Online Reviews

Online reviews play a key role in building trust and attracting new customers. Positive reviews can help you secure exclusive HVAC leads by enhancing your credibility and attracting high-quality prospects. Managing your online reputation effectively can significantly influence potential customers’ decision-making processes.

A staggering 94% of consumers use positive reviews to make decisions about which businesses to use. This means that maintaining a strong presence on review platforms is essential for generating HVAC leads. Positive reviews not only enhance your credibility but also boost your visibility in local search results.

Tools that automatically request reviews from customers can streamline this process and increase the number of reviews you receive. After completing a service, send a follow-up message asking customers to leave a review on platforms like Google, Yelp, or Facebook. Automated systems ensure that review requests are consistently sent out, maximizing the chances of receiving feedback.

Action Steps:

1. Encourage Reviews: Ask satisfied customers to leave reviews on popular platforms. Make the process as simple as possible by providing direct links to your review profiles.
2. Automate Requests: Use software tools to automatically send review requests after each service. This ensures a steady flow of new reviews.
3. Monitor Reviews: Regularly check your reviews on various platforms. Respond promptly to both positive and negative feedback to show that you value customer opinions.
4. Showcase Positive Reviews: Highlight positive reviews on your website and social media profiles to build trust with potential customers.
5. Train Your Team: Educate your technicians and customer service representatives on the importance of reviews and how to ask for them effectively.

6. Training Techs for Reviews

Your HVAC technicians are often the face of your company, and their interactions with customers can significantly impact your online reviews and the public’s perception of your HVAC service. Training your techs to actively seek and secure positive reviews can enhance your reputation and attract more business.

One effective strategy is to offer pay-for-performance bonuses for technicians who obtain 5-star reviews. This not only motivates your team to provide excellent service but also ties their performance to tangible rewards. Creating in-house competitions with prizes for the most positive reviews can further incentivize your techs.

Training your techs to prioritize customer satisfaction is key. From the moment they arrive at a job site to the follow-up after the service is completed, every interaction should be geared toward ensuring the customer has a great experience. Techniques such as clear communication, punctuality, and professionalism can leave a lasting impression.

Don’t forget that every customer interaction has a potential “WOW factor.” While there’s no single secret, teach your techs to look for ways to impress customers in ways that make them say, “Wow, I didn’t know you could do that!” Whether it’s offering a free service plan after a competitor overcharged them or providing a unique solution or service that sets you apart, these small gestures generally cost very little and can lead to outstanding online reviews and lasting customer loyalty.

Action Steps:

1. Educate on Importance: Make sure your techs understand how reviews impact the business and their own job security and potential earnings.
2. Provide Scripts: Equip your techs with scripts or talking points on how to ask for reviews in a natural and comfortable manner.
3. Set Expectations: Clearly outline the process for asking for reviews, including when and how to make the request.
4. Monitor Performance: Track which technicians are securing the most reviews and recognize their efforts. Use this data to provide additional training where needed.
5. Follow-Up: Ensure there’s a system in place for following up with customers who have been asked to leave reviews but haven’t yet done so.

7. Leveraging Social Media

Social media platforms have evolved into powerful tools for marketing and lead generation. Partnering with a reputable lead generation company can enhance your social media efforts and help you capture more leads. Social media platforms like Facebook, Instagram, and LinkedIn are increasingly being used as search engines. Customers often turn to these platforms to find local services, read reviews, and gather recommendations. Ensuring your HVAC business is visible and active on these platforms is essential for capturing leads.

To effectively engage your audience, share a mix of informative content, customer testimonials, special promotions, and behind-the-scenes looks at your business. This not only builds trust but also keeps your audience interested and engaged. Regularly posting valuable content can position your business as an industry leader and a go-to resource for HVAC services.

We already covered paid advertising on social media platforms earlier in the article, but keep in mind, that this step can be a “low barrier to entry” way of stretching a small marketing budget. It can also significantly enhance your lead-generation efforts. Facebook Ads, for instance, offer targeted advertising options that allow you to reach specific demographics and geographic locations. See the paid search and ads section above for more details.

Action Steps:

1. Create a Content Plan: Develop a content calendar that includes a mix of educational posts, promotions, customer testimonials, and industry news. Consistent posting keeps your audience engaged.
2. Use Visuals: Incorporate high-quality images and videos to make your posts more appealing. Visual content tends to receive higher engagement rates.
3. Engage with Your Audience: Respond to comments, messages, and reviews promptly. Engaging with your audience builds trust and fosters a sense of community.
4. Run Targeted Ads: Utilize the advanced targeting options available on platforms like Facebook and Instagram to reach your ideal customer base. Monitor the performance of your ads and adjust your strategy as needed.
5. Analyze and Adjust: Use analytics tools to track the performance of your social media efforts. Identify what types of content perform best and adjust your strategy accordingly.

8. Utilizing Video Marketing

Video marketing is one of the most powerful tools for engaging your audience and boosting your HVAC business’s online presence. Videos can effectively convey complex information, showcase your expertise, and build a connection with potential customers.

Videos appear 3x more frequently in mobile search results and can significantly increase the time visitors spend on your website. This increased engagement can lead to higher conversion rates and more leads.

Creating a variety of video content can help you reach different segments of your audience. Consider producing how-to guides, customer testimonials, and behind-the-scenes content.

 How-to guides can demonstrate your expertise and provide valuable information to potential customers. Customer testimonials build trust by showcasing real experiences with your services. Behind-the-scenes content humanizes your brand and gives viewers a glimpse into your company culture.

Videos will also enhance your SEO efforts by keeping visitors on your site longer and reducing bounce rates and the linking effect is powerful. Optimizing video titles, descriptions, and tags with relevant keywords can help your videos rank higher in search results, driving more traffic to your site.

Action Steps:

1. Create Engaging Content: Develop a content plan for videos that include how-to guides, customer testimonials, and behind-the-scenes looks at your business.
2. Optimize for SEO: Use relevant keywords in your video titles, descriptions, and tags. This will help your videos rank higher in search results.
3. Promote on Multiple Platforms: Share your videos on your website, YouTube, Facebook, Instagram, and LinkedIn to reach a wider audience.
4. Include Calls to Action: At the end of each video, include a clear call to action, such as visiting your website, scheduling a service, or contacting your team.
5. Measure Performance: Use analytics tools to track the performance of your videos. Monitor metrics like views, engagement rates, and conversions to understand what content resonates best with your audience.

Conclusion

Mastering commercial HVAC lead generation isn’t just about tactics; it’s about integrating visibility, efficiency, and engagement into your daily operations. Implementing these strategies will not only elevate your brand, they’ll increase your sales team’s effectiveness and drive business growth.

Undertaking all 8 of these tactics will generate a flood of new HVAC leads- but they can be challenging and costly to implement. However, Convex’s property intelligence platform was designed to solve the biggest challenge for your commercial sales team: effectively connecting with buyers.

This means that new HVAC meetings and deals are just a demo away…

Schedule your demo of Convex today to see how sales intelligence software can transform your lead generation, streamline sales, and boost your results.