In 60 Seconds
HVAC Strategy
- •The Seasonal Trap: Most HVAC companies die because they feast in Summer/Winter and starve in Spring/Fall.
- •Membership Model: The only cure for seasonality is recurring revenue. Sell the 'Club Membership' (Priority Service + Discounts) to flatten the revenue curve.
- •Shoulder Season Marketing: Use October/April to market 'Tune-ups' and 'Safety Checks'. You won't make profit on the tune-up; you make it on the found repairs and system age leads.
- •LSA Dominance: For AC breakdown, speed is everything. You must be in the Google LSA 3-pack or you are invisible.
- •Review Velocity: Ask for reviews during the happy moments (cool air restored). Don't ask when you send the bill.
In the HVAC industry, "Weather is God." When it's 100 degrees, the phone rings itself. You don't need marketing; you need dispatching software. But when it's 70 degrees? That is when the real businesses are tested.
The 3 Pillars of HVAC Growth
1. The Membership Machine (Recurring Revenue)
Your business valuation is directly tied to your "Club Membership" count.
- Why: It guarantees revenue in the shoulder months.
- Strategy: Every tech must offer the membership on every call. "For $20/month, this repair today would be 15% off, and we come out twice a year for free."
- Marketing: don't market "Memberships." Market "Peace of Mind" and "Priority Access" (Skip the line).
2. Shoulder Season Campaigns (Tune-Ups)
In April and October, nobody needs you. You have to create the need.
- Offer: The $59 (or $29) Tune-Up.
- Goal: This is a "Loss Leader." You lose money on the truck roll.
- Upsell: You convert the tune-up into a) A Membership, b) A repair (Capacitor/Contactor), or c) A System Replacement lead.
3. High-Ticket Replacement (SEO & Trust)
Nobody buys a $15,000 system on impulse. They research.
- Content: You need pages for "Trane vs Carrier," "Heat Pump Cost," "SEER Ratings."
- Trust: Your Google Business Profile must be spotless. One bad review about "ripping off a grandma" kills ten replacement jobs.
The Digital Stack for HVAC
- LSA: For "Emergency AC Repair" (Summer).
- PPC: For "Furnace Installation" (Winter).
- Email/SMS: To reactivate your database for Tune-ups (Spring/Fall).
[!TIP] Tech Training Your marketing gets the phone to ring. Your Technician gets the revenue. Train your techs on communication. If they look like a greasemonkey and grunt, you won't sell a $15k system. If they look like a professional advisor, you will.
Read Next in This Hub:
- LSA Bidding - Winning the emergency clicks.
- Database Reactivation - Filling the schedule.
Related System:
- Growth Systems - Our HVAC playbook.