HVAC lead generation has never been an easy task, and with the introduction of many online tools over the years, has only gotten more competitive.
By using Reonomy and other swift marketing and sales tactics, however, HVAC professionals can consistently generate high-quality leads, and turn those leads into long-term clients.
In this article, we’ll show you exactly how to do so.
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HVAC leads can be either inbound or outbound.
Inbound leads represent prospects who come to you, whilst outbound leads are prospects that you have contacted first.
Today, across almost every industry, inbound marketing strategies are becoming increasingly relied on, and when done successfully, can be huge difference makers.
For HVAC installers, the inbound lead generation route can be taken through a range of marketing techniques:
- SEO (Search Engine Optimization): Optimizing your content to rank highly in Google and other search engines.
- SEM (Search Engine Marketing): Utilizing Google Ads and other search engine advertising platforms.
- Social Media Paid Advertising: Advertising on Facebook and LinkedIn.
- Client Referrals: Building a strong referral system with existing clients.
The other way to generate leads on a consistent basis is by using Reonomy.
How to Get HVAC Leads with Reonomy
HVAC professionals can use Reonomy to find commercial and multi-family properties in any U.S. market based on building size and age, number of units, and much more.
Reonomy can also be used to gain access to property owner and tenant details and contact information.
Search and Find Properties with Certain Tenants
Search by Location
Reonomy offers a selection of geographic filters, ensuring you are given HVAC leads in your area of interest. Similar to Google Maps’, “restaurants near me” feature, Reonomy essentially provides an “HVAC installer jobs near me” filter for HVAC installers to use.
The main geography search options are by state, city, MSA, county, zip code, neighborhood, and street name. You can also search for an exact address if you prefer.
You can also search via Reonomy’s interactive Google Maps integration.
Here you can search an area of choice on the map by drawing a radius, or by drawing a custom shape-of-choice. Once you do so, all the commercial properties within that shape will appear as individual parcels.
Any of these properties can be clicked on, revealing further information on the property, its owner(s), and tenants.
For HVAC professionals with a confined area in mind, drawing a shape on the map can quickly bring a property search down to a small focus area.
Search by Property Type and Building Size
Now, you can search your focus areas for a very specific building type.
First, you can add an Asset Type filter for your desired property type—from multi-family, to industrial, to apartment buildings, office buildings, medical buildings, dorms, and much more.
Once you make your property type selection, you can go to the Building and Lot tab and add filters for the specifics that you need from that property type—for example, building area, building year built, number of units, and more.
Search by Sales History
If you’re looking for new property owners, you will also want to use the Sales tab of Reonomy’s search, where you can add filters for the most recent sale date and price on a property.
By finding properties that have been sold within the last year or less, you can find new owners that may be looking to make changes or upgrades to their property—and there, you can directly into touch with those owners (more on that below).
Search by Tenant Type or Name
If you’d like to look for a specific type of tenant, you can also use Reonomy to search by NAICS and SIC tenant type codes, or by the name of an individual tenant.
Perhaps you’re looking for retail properties, but not all retail properties. This can help you quickly navigate your market and sift through properties on a number of different layers.
Get Property Owner and Tenant Contact Information
Your list of results of properties can be looked at as a list of leads.
You can begin to vet each property a bit further, which includes diving into the tenants of each property and the full portfolio of the owner.
Not only can you see who the owner is, but you can quickly access the contact information of owners, including the contact info of individuals behind a property owning-LLC.
To see an owner’s entire portfolio, you can simply take the owning entity name and use to run a property owner search. You’ll then be given a list only of the properties that have matching ownership details.
This allows you to target property owners with the largest portfolios, to spend time working on more lucrative relationships.
To assist you in building out effective HVAC lead lists, Reonomy has workflow tools that allow you to bulk label properties of interest, save searches and conveniently export your lists into an Excel file.
As we mentioned in the beginning of this article, you can also rely on your HVAC marketing efforts to consistently target and generate high-quality leads.
Online HVAC Ads
One popular marketing technique for HVAC installers is to invest in digital paid advertising campaigns.
There are many marketing channels available to run ads on now, each with their advantages and disadvantages, depending on your objective and resources (internal knowledge and budget).
Below, we are going to delve into three paid ad platforms – SEM (Search Engine Marketing), Facebook Ads and LinkedIn Ads. Other platforms that you could consider advertising through include Bing, Quora, Reddit, and Twitter.
Google Ads is a powerful tool HVAC installers should consider to increase views on their website and ideally assist in lead generation efforts. Google Adwords puts ads in front of people searching for a specific keyword or term.
This enables HVAC installers to effectively target ads at people searching for their services. In the case of an HVAC installer, one key term to bid on would be “HVAC installers near me.”
It’s important to target a strong combination of terms that will appeal to your target audience when developing an HVAC marketing keyword strategy.
For example, you might look towards terms like, “commercial HVAC installer services,” or “HVAC installers near me.”
To assist you in your keyword selection, conduct searches under the “keyword search” function within Google Ads. This will show you the most searched terms and then you can use them to your advantage.
In the screenshot above, we can see that the search term for “heating and air conditioning repair near me,” has a volume of 1,300 searches per month and a suggested bid price of $31.61.
That bid price is what you are bidding on for a click on your HVAC ad. While this price appears high, people searching for HVAC installation or repair services are one of the best target audiences for your HVAC business, because they’re actively looking for your service.
This bid can be refined to a target geography. For example, a company with contracts that are within a 30-mile radius of Reno, NV would enter in geographic details as per below.
Conduct a Paid Ad on Facebook
Deciding on your target audience is definitely the most important element of Facebook advertising.
There are several routes you can take to build an audience on Facebook. Outlined below are several that HVAC installers could implement for targeting property owners.
These filters can be used individually or combined, depending on how refined you want your target audience to be.
What is the End Goal of your Ad?
You can manipulate Facebook ads depending on your desired results.
Examples of these outcomes include prompting people to click on the ad and be diverted to your website or to fill out a contact form that you can then use to get back in touch with them.
An easy way to start is to run an HVAC ad lead form. This allows HVAC leads to fill out a form with various criteria such as name, phone number and email address if they are interested in hearing more about your service.
Targeting via Job Title
Targeting individuals based on their job title can prove very effective as it provides you with an audience that identifies themselves as decision makers of a property.
Outlined in the example below are a couple of property manager job titles. HVAC ads could be positioned towards individuals with titles such as “facilities managers,” “maintenance managers,” or “senior property managers.”
Targeting via Interests
Targeting individuals based on interests can significantly help expand your audience size. Filtering by the interests Facebook users have selected allows you as an HVAC installer to serve your ad to a more engaged audience as they have already expressed interest in or liked a page connected to your industry.
As an example, Facebook users who have expressed an interest in “Building Owners and Managers Association Brooklyn” are most likely going to be property owners – individuals that you want to advertise your HVAC services to.
Targeting via Geography
Distilling an HVAC ad’s audience based on geographic location can be very useful when it comes to lead generation activities.
If you currently operate in a specific area or are interested in working a new area, for example, due to an increase in property redevelopment there, you can deploy this on Facebook ads.
Geographic targeting can be tailored to your own preferences by state, city, zip code and/or address. Considering most HVAC contractors know the area they work so well, you can simply place the pin wherever you like on a map and you are good to go.
In order to fully leverage social media, the trick is to build a strong presence and establish trust through the social channels that your prospects are on.
LinkedIn, the world’s largest online professional network represents an excellent platform to include in your HVAC lead generation strategy. LinkedIn Ads come in several formats such as banner ads, skyscraper ads, and native newsfeed ads.
Targeting via Job Title
A similar concept to Facebook, LinkedIn ads can be targeted at professionals with a particular role title. In this case, as an HVAC installer, you are looking to target property owners or maintenance/property managers.
Once you input this into the platform it will place your HVAC ads in front of an individual with those titles listed on their profiles.
Targeting via Geography
A second powerful targeting technique on LinkedIn is filtering an ad to a particular geographical area.
For example, if you are an HVAC installer operating in LA and you are seeking to target maintenance managers there, you can implement this with LinkedIn ads.
Content Marketing for HVAC Contractors
Effective marketing nowadays largely relies on strong content and SEO. A scarcity of content results in low-quality leads from prospects who are purely looking for the lowest price offering.
If HVAC prospects are provided with limited information to evaluate a company on, the decision will usually be solely pricing orientated. Content includes pictures, videos, blog posts, case studies or any other published materials that represent your brand.
The creation and publication of HVAC installation related content do several things.
Firstly, it improves Google search rankings and brand credibility. Your online brand is crucial in today’s world and companies must maximize on this.
When a potential customer looks for an HVAC installation service, you want your website to appear quickly in their search and you want them to like what they see.
Once a prospect has landed on your site or social media account, strong content really plays its part here because the goal is to generate interest and hook them in.
If an HVAC company is frequently posting helpful, relevant content around the topics of HVAC installations and the HVAC industry, along with high-quality imagery and/or video, this automatically generates a sense of credibility and trust between the company and the HVAC prospect.
Think about the last time you searched for a product or service. If the website you landed on looked out of date with poor quality content, would you be encouraged to get in touch or would you continue your search for more attractive looking offers?
Focus on strong content and the rest will follow.
High-quality content that is relatable to your target audience will naturally create reactions and engagements from prospects and customers, to which you can use to your advantage for brand awareness purposes.
Engagements with prospects and customers can range from comments, likes, the sharing of content, emoji reactions etc depending on what online platform is involved.
Joining, adding to and replying to comments and engagements online such as on Facebook or business review sites like Yelp can be helpful in supporting your HVAC lead acquisition efforts. Customers appreciate being heard so by engaging with them you are positively impacting your HVAC marketing strategy.
SEO for HVAC Contractors
To make sure HVAC leads can easily find your website and that your website ranks high in searches (also known as effective SEO), a marketing strategy should include as many as possible of the HVAC marketing techniques detailed above in this article, along with any others they feel necessary.
The key influencing factor for ranking high in Google is to produce strong, relevant content. SEO ranking is especially important for HVAC installation companies as 92% of consumers utilize search engines to discover local businesses.
This below diagram outlines the major factors impacting your SEO ranking that should be considered.
SEO – What exactly is it?
SEO (search engine optimization) relates to optimizing websites with the goal for them to rank as high as possible in search results.
This can be further broken down into local SEO which is the optimizing of websites to appear in searches made by local prospects at the exact time they are looking for them.
As an HVAC installer, appearing in those local search results will be a significant driver for generating strong new HVAC leads.
Local search results appear at the top of a results page and are often accompanied by a map directing viewers to the address of the businesses listed. The Google maps integration will provide viewers with directions and the distance from where they are to your HVAC business.
If you create or edit a business listing for your HVAC company, selecting a category is one area that can have a strong impact on search results.
Select the most relevant category to your business, unless there is a competitor ranking higher. If possible, find out the category they are using and if it makes sense for your business, use that one too.
For example, if you are using the category “internet” but your competitor is using “technology” and you also consider yourself a technology company, you can add or switch to the category technology too.
With constantly growing search engine algorithms, how do businesses stay one step ahead in a highly competitive and changing environment?
Differentiating your business in SEO is also based off information that Google has about your business from across the internet, like links to your business on other sites, articles, and directories.
Online reviews and Google counts and scores are also all included in local search ranking so the more favorable reviews and ratings you have will add to your business’ local ranking.
How to Improve your ranking in Google as an HVAC installer
As an HVAC installer wanting to stay one step ahead of your competitors, you may have realized that having an online presence and effective SEO is the way to go. To improve ranking levels of your website, the first step is to conduct an audit of your current performance.
A basic site audit for local SEO starts with asking the below questions.
- How many web pages do I have?
- Is the content relevant to prospects in the area?
- Are the business name, address and phone number clearly identifiable on the homepage and any other necessary pages?
Some other important questions to ask are: How long are viewers staying on each page? What is the bounce rate? The goal is to engage viewers with content for just enough time to take the desired conversion step (for example filling out a free trial form) and not “drop off”.
If HVAC leads from your website not converting, this is an indication that things such as content updates, user experience improvements or a clear CTA (call to action) are required. The idea is always to decrease your bounce rates and increase your conversion rates.
Your key takeaways from this should be to look at:
- how you rank in local search results.
- How you rank in traditional search results
- How do these rankings compare to your competition
In the grand scheme of things, higher rankings equal more traffic and more revenue and that is what SEO is all about.
Converting HVAC Leads to Clients
As outlined above, sales leads are split into inbound or outbound leads and HVAC leads are no different. By now, you have built an HVAC lead list and uncovered ownership contact info – the rest should be easy right?
Well, from the majority of the HVAC installers we’ve engaged with, familiarization and full understanding of outbound business strategies can be limited.
Below are common HVAC marketing techniques, demonstrating how commercial property service providers across the board have leveraged Reonomy’s information.
Email Campaigns for HVAC Installers
Email can be a very cost-effective lead generation method. While it does require a certain amount of time and effort to be invested in the designing of your copy, it still represents a powerful marketing channel with one of the best ROIs out there.
The challenge for most HVAC installation companies is that sourcing the HVAC lead lists to use in an email campaign can be expensive – but with Reonomy you can target ideal potential clients with ease!
Apart from your message being delivered to HVAC leads instantly, the campaign’s effectiveness can also be analyzed via the results that are provided to you by the email campaign software.
These campaign results will include things like email bounce rates, email open rates and click-through rates by your HVAC leads.
A wide range of email campaign management tools exist that are suitable for HVAC installers. One popular, reasonably priced solution is Mailchimp.
Results from email campaigns will always vary and this will be no different for your HVAC leads.
As an HVAC installer executing lead generation marketing activities you will want to learn which email styles are producing the most responses amongst your HVAC leads.
A popular marketing method that does this, is to rearrange the structure or design of your email campaign over a specific timeframe and compare the results.
This concept is also regularly applied by marketers to website landing pages and app homepages and is known as A/B testing.
Common email variations/tests include:
- Testing the style or wording of your CTA (Call To Action is a link or button to your company’s website or signup form)
- Changing the tone of the email (sending sales-focused content vs. sending a piece of informative content, for example, an article covering latest trends in the HVAC industry)
- Switching up the sending frequency of a campaign (deciding how many emails will you send to the same HVAC prospect, for example, emailing once every week for a month).
Despite being a traditional outbound sales method, cold calling can still be very reliable in lead generation strategies, and integral in growing your HVAC business.
As an HVAC installer, to really maximize your lead generation efforts, your cold callers need to be experienced and knowledgeable about your HVAC business and the HVAC industry.
A huge value add of using Reonomy is that you will be one step ahead of the competition. Having a highly qualified HVAC lead list in your hand, a list which provides several phone numbers for each of your HVAC leads is hugely valuable.
A final lead generation tip in relation to deploying cold calling methods is to ensure you have a dedicated, enthusiastic team who has the growth of your HVAC business front of mind.
Several traditional marketing activities have remained a strong component of a company’s marketing mix and direct mail is one of these. As an HVAC lead generation technique, direct mail is one not to be ruled out.
The cost per HVAC lead may appear high initially but if even one campaign generates a successful commercial HVAC job, the campaign has covered itself.
A direct mail strategy that could work well is to send mailers to targeted prospects within a specific area. These targeted prospects will be property owners/property managers who own properties in a certain location that you want to target.
This could be a location you are already familiar with and work, or it could be a new area of interest you wish to research.
A strongly crafted direct mail leaflet will successfully prompt HVAC leads to get in touch with the HVAC installer who has sent them. Direct mail is any form of paper-based promotional material, such as an HVAC marketing postcard or an HVAC marketing letter.
While it is a less modern method, direct mail can regularly return results from your HVAC lead list. As Reonomy pierces through an entity’s LLC, one of the types of ownership contact information provided is the mailing address for the owning entity.
This provides a direct linkage to the property owner / manager of the targeted entity.
Below, several best practices are listed that an HVAC installer may find useful if considering executing a direct mail campaign as part of their HVAC lead generation efforts.
Emphasize your brand
With direct mail flyers, appearance is everything. Eye-grabbing, stand out ad copy including your brand’s colors and logo are vital. Strong quality materials and a strong quality printer will also help in maximizing your HVAC lead generation efforts.
Having some sort of promotional offer is a strong recommendation for direct mail. This will assist your HVAC lead conversion efforts because it will grab the prospect’s attention and add value.
Incentives can range from discounts, to bundle packages to any other financial deal that will make your HVAC mailer appeal to your HVAC leads.
Possess a clear Call To Action
Last but not least, have a clear call to action on your HVAC promotional leaflet. This could be in the form of an email address, a phone number or social media handles.
Your end goal as an HVAC installer engaging in direct mail activities is to make it as simple as possible for HVAC prospects to get in touch with you.