The Lead Generation Game
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, what generates qualified leads, and what methods are the most conducive to your business’s health.
We appreciate that this is not a game for you. After all, we’re in the business of helping home service companies like yours grow and maximize your revenue for the long haul. So below is a straight-shooting outline of lead generation methods that are both effective and best for your company’s long-term health, and notes on methods that are not.
Robust Recipe for Generating HVAC Leads for Your Company
This recipe for lead-generating success comes from years of data and insights from our company’s home service team and production specialists helping businesses like yours grow.
1. A Strong Website
A great website can help support growth for new equipment sales and service requests. The average homeowner doesn’t need a new HVAC unit or emergency service on their existing unit often, especially not if you’ve done your job right. But what this means is, when they do, they’re going to turn to Search. And with the help of SEO and Paid Search, a robust website gives you the best chance to show up for and convert these homeowners to customers.
2. Content Marketing
A website that lacks engaging content won’t rank in organic Google results or convert those who do find their way to it. Nurture in-market buyers with quality website content. Home Service Content (choosing the best units, new service offerings, tips for efficiency, etc.) also provides excellent educational material to share in your email newsletters to existing customers.
3. Search Engine Optimization (SEO)
SEO will help you rank organically on Google so that in-market consumers can find your products & services and convert on your content-rich site. And the more relevant organic traffic you can drive to your website, the lower your cost per lead will be. SEO will also help you rank in Google’s map-pack; the map-pack is prime organic real estate, especially in the home service industry!
4. Paid Search (PPC)
Paid Search ensures you gain a position at the top of Google immediately. HVAC has one of the best Google Ad conversion rates (3.3% on average) of all home services industries. And Search engine marketing, when combined with SEO, ensures you’ll occupy multiple slots. What’s remarkable about that real estate play? Occupying three positions on Google’s first page vs. one position increases the likelihood of a website visit by two-hundred percent!
5. Email Marketing
Acquiring a customer is perhaps the most challenging part. Once you’ve accomplished this feat, email marketing via monthly or bi-monthly newsletters provides a great way to foster your relationship with these homeowners. You’ve already established trust with your customers. 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.
"Lead-Generating" Strategies We Did NOT Include
Notice that we didn’t include a couple of things others may have pitched you. Read on for the what and why.
1. Lead-Generating Sites
When you invest in these sites, you’re at their mercy. You don’t own the leads these sites generate. And you also 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
It’s important to have a professional presence on the channels where your customers are, but social media channels 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 from who emails you from time to time. Let that customer journey guide your marketing efforts.