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Knowing you need marketing is one thing—figuring out where to start is another. Without a clear plan, it’s easy to waste time, miss customers, and spend money on strategies that don’t work.
This guide will walk you through how to create an HVAC marketing plan step-by-step, from setting goals and defining your audience to tracking results and improving ROI. Once you know how to get started, check out our HVAC marketing guides on advertising, SEO, social media, and more to take your strategy even further.
Key takeaways
Before we dive in, here's what you'll learn (and achieve) from a strong HVAC marketing plan:
Start with clear goals: Define your business objectives and target audience to focus your marketing and avoid wasted spend.
Craft a strong brand message: Create messaging that highlights what makes your HVAC business unique and trustworthy.
Use multiple channels: Combine SEO, ads, email, and community outreach for maximum impact.
Plan for seasonality: Schedule campaigns to match heating and cooling demands.
Track and adjust: Review performance monthly and adjust tactics to maximize ROI.
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Jump ahead
- Step 1: Define your business objectives and target audience
- Step 2: Craft your value proposition and brand positioning
- Step 3: Choose your marketing channels and tactics
- Step 4: Build your marketing budget and timeline
- Step 5: Track performance and refine
- Common HVAC marketing mistakes (and how to avoid them)
- How Housecall Pro’s HVAC software can help
Step 1: Define your business objectives and target audience
Before you start creating a marketing plan, you need to fullly understand what you want to achieve and who you’re trying to reach. If you can’t answer that question, all your marketing efforts will be vain.
- Set clear business objectives: Write two to three measurable goals for the year, such as increasing service calls by 15% or adding 100 new service plan members. The idea is to keep your marketing focused and measurable.
- Identify your target market: Who are your ideal customers? Are they property managers, commercial building owners, or homeowners? Figure out your target area, your customers’ average income range, and the types of HVAC systems you often service and install.
- Create buyer personas: Build simple profiles for your perfect customers. These personas can help you tailor your messaging and the services you offer. It could be a homeowner with an older HVAC system that needs constant repairs or a property manager who needs reliable monthly maintenance.
- Audit your current marketing: Review your website, social media, ads, and reviews. Identify which channels bring you the most leads and which need improvement. This audit guides where to invest first.
Pro tip: Use your Housecall Pro dashboard to track where new leads are coming from and identify your highest converting sources.
Step 2: Craft your value proposition and brand positioning
In a competitive market, customers need to know why they should choose your HVAC company over others. That’s where your value proposition and brand message come in.
A value proposition is a short statement that explains the benefit you provide, who it’s for, and what makes you different. It forms the backbone of your marketing.
- Define what sets your HVAC business apart: Do you offer same-day repairs, a unique service plan, or focus on energy-efficient products?
- Develop your brand messaging: Craft messaging that reflects professionalism, reliability, and trust. Use friendly, expert-driven language that’s easy to understand.
- Ensure brand consistency: Make sure every visual touchpoint of your company is consistent. This includes your logo, uniforms, website, and even invoices.
Step 3: Choose your marketing channels and tactics
Once you have a set of defined goals and messaging, you can start choosing marketing channels. Your HVAC business marketing plan should include both digital and offline strategies to reach potential customers at multiple touchpoints.
Digital marketing tactics
Digital channels help you connect with customers who actively search online.
- Local SEO: Optimize your Google Business Profile, use location-based keywords, and collect five-star reviews. Learn how in our HVAC SEO guide.
- Google Local Services Ads and PPC: Pay to appear at the top of search results when homeowners need fast help.
- Email and SMS marketing: Send out seasonal reminders or promotions.
- Social media: Post before and after photos of completed projects, quick maintenance tips, and customer testimonials. Read our HVAC social media marketing guide for inspiration.
- Content marketing: Publish helpful blogs like “Why is my AC blowing warm air?” to build authority and trust.
Offline marketing tactics
Traditional outreach still works for local trades if you know where to spend your efforts.
- Direct mail and door hangers: Send offers to the neighborhoods you service highlighting promotions or seasonal offers.
- Community events: Sponsor local sporting events like 5K and charity runs, school fundraisers, fire department safety fairs, and any place where homeowners would attend.
- Referral programs: Find a way to reward loyal customers who recommend your company to others. Small gifts, thank you cards, or even a discount off a future service go a long way.
Seasonal and repeat-business marketing
Plan your campaigns around HVAC seasonality, such as AC tune-ups just before summer and furnace and water heater tune-ups before winter. You can encourage repeat business with maintenance plans that include valuable perks like priority service or discounts.
Pro tip: Use Housecall Pro’s recurring service reminders to automatically contact past customers before peak seasons hit, keeping your schedule full and predictable.
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Step 4: Build your marketing budget and timeline
A good HVAC company marketing plan balances ambition with affordability. That means setting a realistic marketing budget for the calendar year.
Allocate 5%–10% of projected annual revenue toward marketing. If you’re in growth mode, aim closer to 10%.
The best way to is to divide your budget by channel:
- 30% – Digital ads (Google, Facebook, Local Services Ads)
- 25% – SEO and website improvements
- 20% – Email/SMS and customer retention programs
- 15% – Print materials and local sponsorships
- 10% – Seasonal promotions or community events
Exact percentages vary by company size and market. These allocations reflect common ranges used by successful HVAC businesses and home service companies. Sometimes conditions are out of your control, so review your performance monthly and adjust your budget as needed.
Step 5: Track performance and refine
It’s important to regularly review your data to see what’s working and the areas you need to improve.
These are the most important metrics you should monitor:
- Cost per lead (CPL): Total marketing spend ÷ number of leads generated.
- Conversion rate: How many leads turn into paying customers.
- Website traffic: The total number of visitors to your site.
- Return on investment (ROI): Revenue gained compared to money spent on each campaign.
If ads don’t convert, adjust targeting or landing-page content. If referral programs perform well, double down.
Recommended tools
Use these to measure results and spot new opportunities:
- Google Analytics: Tracks website visitors, traffic sources, and user behavior so you can see which marketing channels bring in the most qualified leads.
- CRM (Customer Relationship Management) software: Stores customer info, job history, and communication, helping you track conversions from lead to invoice and measure real ROI. (Housecall Pro includes a built-in CRM that connects directly to your marketing data.)
- Google Business Profile Insights: Shows how customers find you on Google Search and Maps, including calls, direction requests, and profile views which is important for improving local SEO performance.
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Common HVAC marketing mistakes (and how to avoid them)
Even experienced pros make marketing missteps. Watch out for these pitfalls.
- Relying too heavily on one channel: Don’t depend only on ads or referrals; diversify your lead sources. When one channel slows down (like seasonal ad dips or fewer word-of-mouth leads), your pipeline dries up fast. A balanced mix keeps business steady year-round.
- Ignoring reviews: Most customers check Google reviews before calling. Keep your listings up-to-date and maintain a positive reputation.
- Failing to plan for slower seasons: Run maintenance campaigns and promotions to keep money coming in even when demand is low.
- Neglecting to update your marketing plan: Refresh goals, budgets, and messaging as your business grows. What worked last year might not match your current market, competition, or customer base, updating your plan keeps your strategy relevant and your marketing spend efficiently.
How Housecall Pro’s HVAC software can help
Running an HVAC business means juggling estimates, scheduling, and marketing. Housecall Pro saves time and keeps everything organized so you can focus on customers.
Our HVAC software helps you grow your business with:
- Automated marketing: Send review requests, reminders, and seasonal offers.
- Job costing and estimating: Track profits on every job in real time.
- Customer management: Store contact info, job history, and communication in one place.
- Online booking and payments: Let customers schedule services and pay instantly.
- Reporting tools: See which marketing campaigns drive the most revenue.
With these tools, you can streamline operations and strengthen every part of your HVAC business marketing plan.
Ready to grow your business faster? Start your free 14-day trial and see how Housecall Pro helps you work smarter.
FAQ
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What does an HVAC marketing plan include?
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A complete HVAC marketing plan includes your goals, target audience, brand messaging, marketing channels, budget, and tracking methods. It also accounts for seasonal trends in heating and cooling demand.
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How much should I spend on HVAC marketing?
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Most HVAC businesses allocate between 5% and 10% of annual revenue toward marketing. New companies or those in competitive markets often invest more to build visibility quickly.
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How often should I update my marketing plan?
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Review your plan at least once per year or more often if your goals, budget, or services change to keep your strategy aligned with growth
