When it comes to the HVAC business, leads are the name of the game. However, there's A LOT of misinformation out there about what strategies do and don't generate leads. So let's dive right in! What generates qualified leads? What methods are the most conducive to your business's health?
In this blog, we present a straightforward outline of lead generation methods that have proven effective and are optimal for your company's long-term health, along with common pitfalls you should avoid.
Robust Recipe for Generating HVAC Leads for Your Company
A great website can help support growth for new equipment sales and service requests. We understand that the typical homeowner doesn't frequently require a new HVAC unit or urgent servicing for their existing one. But when they do, they're going to search online for an immediate solution. That's where we come in.
With the help of HVAC SEO and Paid Search, a robust website gives you the best chance to show up at the top of results. This positions you well to easily convert these homeowners into paying customers.
2. Content Marketing
A website that lacks compelling content will struggle to attain a high rank in organic Google results or effectively convert those who manage to discover it. You can attract potential buyers who are already interested by offering them valuable and engaging website content.
Creating content related to HVACoffers valuable educational material that you can include in your email newsletters and emails to existing customers. Here are a few topic ideas:
Tips for choosing the best units
New service offerings that your business has added
How to maximize unit efficiency in the summer or winter
3. Search Engine Optimization (SEO)
SEO will help your business rank organically on Google so people searching for the products and services you offer can find your business. Ranking high in search results allows you additional chances to convert prospective customers to your website. And the more relevant organic traffic you can drive to your website, the lower your cost per lead will be.
Strong SEO will also help you rank in "Google's Local Pack." According to Search Engine Journal, the Google Local Pack is a prominent section in the Google Local search results that showcases the top-ranking local listings for your local market. Don't miss out on this prime free online real estate opportunity, especially in the HVAC industry!
4. Paid Search (PPC)
Paid Search ensures you gain a position at the top of Google search results immediately. HVAC has one of the best Google Ad conversion rates (3.3% on average) of all home services industries. Search engine marketing, when combined with SEO, ensures you'll occupy multiple slots. What's remarkable about that real estate play? Occupying three positions at the top of Google's search results vs. one position increases the likelihood of a visit to your website by two-hundred percent!
5. Email Marketing
Acquiring a customer is perhaps the most challenging part of the lead generation process. Once you've accomplished this feat, email marketing via monthly or bi-monthly newsletters provides a great way to foster your relationship with previous customers. You've already established trust with these homeowners, so expand on that relationship by growing your email marketing campaign presence. You can increase customer lifetime value by staying front of mind, reminding them of regular maintenance visits, and notifying them of additional services you offer. Word of mouth remains paramount in the home services industry and you never know what might lead to a referral.
"Lead-Generation" Pitfalls to Avoid
Notice that we didn't include a couple of things others may have pitched to you. Read on for the what and why.
1. Lead-Generation Sites
When you invest in these sites, you're at their mercy. You don't own the leads these sites generate. Additionally, you don't have control over the type of leads you get. Finally, you aren't nurturing long-term relationships with these clients (say farewell to LifeTime Value).
2. Social Media Management
While it's important to have a professional presence on social media channels where your customers are, social media don't take the place of a website and its ability to show up in search engines. Put yourself in a homeowner's shoes. How often do you need HVAC repair and installation? Not that often. So you're unlikely to be following an HVAC company on social media, or, if you do, you're likely not paying attention to their social media posts as you scroll through the updates of all your friends and family. Instead, when you do have a need, you'll go to Google search to find a company, or you'll recall the company you've used before, the one who emails you from time to time. Work smarter, not harder. Let the typical customer journey guide your marketing efforts.