An HVAC or plumbing business’s longevity heavily relies on each company’s ability to land quality leads over time. With a steady flow of leads ultimately comes a consistent flow of customers, a crucial factor in the long-term success of any service-based business. However, without the right strategies, your plumbing or HVAC business may struggle to connect with leads, both on and offline.
Fortunately, lead generation for HVAC and plumbing businesses can be pretty straightforward — if you understand all of your options, of course. From digital marketing tactics like search engine optimization (SEO) and social media marketing to traditional techniques like referral programs and old-school door hangers, discover the top eight reliable strategies to capture potential customers.
8 Strategies to Connect with Leads Online and in the Field
Lead generation for HVAC and plumbing businesses is unique in that it can be done both online and while out in the field. To boost potential leads and land more sales, contractors must deploy a collection of effective strategies that expand their potential reach and help stand out amongst the sea of competition. Here are the top eight generation strategies to keep your sales pipeline full.
1. Take Advantage of Search Engine Optimization (SEO)
An effective (and free!) way to promote your business and attract more leads is through search engine optimization (SEO). With many prospective customers turning to search engines like Google to research local providers, SEO efforts can help your website rise to the top of search engine results pages (SERPs). The easier you are to find on search engines, the easier it is to encourage new leads.
The best way to leverage SEO as lead generation for HVAC and plumbing is to optimize service pages with location-specific keywords, like “Miami plumber” or “Las Vegas HVAC repair.” These geo-specific terms help boost your website’s visibility when potential leads type in similar terms on search engines. To further encourage lead generation, ensure each of your optimized web pages also has a lead contact form and booking button, so customers can get in contact right away.
2. Invest in Pay-Per-Click (PPC) and Google Local Service Ads
Beyond organic SEO, you can put money behind your keywords by investing in Google pay-per-click (PPC) ads. Google PPC advertising allows HVAC and plumbing businesses to bid on display ads that appear in Google search results. Users pay for the ad once a potential lead clicks on it and visits the website, making PPC ads a cost-effective way to attract leads and increase brand awareness.
Being that more than 1 in 10 customers who click on a home improvement search ad ultimately convert, contractors may also want to weigh the value of Google Local Service Ads. These ads appear at the top of SERPs and don’t require keywords. Instead, Google assesses your Google My Business profile and considers factors like ratings, response rates, and distance from users to determine ad ranking on a per-search basis. All in all, Google Ads are solid marketing efforts.
3. Tap Into the Power of Social Media
In today’s digital era, social media has become one of the most valuable sources of lead generation for HVAC, plumbing, and various home service providers. Social media sites like Facebook, Instagram, and LinkedIn allow contractors to craft a business profile, collect customer reviews, run paid ads, and even join local groups to gain community trust and enhance brand awareness.
As a great way to future-proof your business and maintain sustainable growth, social media is a lead generation tactic that helps your business remain top-of-mind in the local community. Consider also connecting with various community and review sites, such as Angi and NextDoor, where potential leads often flock to when hunting for a local and reliable HVAC or plumbing provider.
4. Craft Compelling Email Marketing
With 60% of consumers stating that they’ve made a purchase because of a marketing email, crafting quality email campaigns is a lead generation tactic you’ll want to consider. From connecting with leads to staying connected with past customers, email marketing campaigns offer direct company insight to customers with the help of monthly newsletters, promotional emails, and more.
Email marketing tools like MailChimp are readily available to help even the most novice email marketers craft attractive and insightful marketing materials. When developing your email marketing, it’s important to mention things that extend beyond just services to attract potential leads. This can include expert opinions, exclusive offers, or even equipment financing options.
5. Manage Your Online Reviews
Lead generation for HVAC and plumbing can be as simple as managing customer reviews. As a service-based business, positive customer reviews are at the forefront of long-term success. If a potential lead has reached out to inquire about your services, they’ve likely already read your reviews. So, practicing poor online reputation management will only hurt your ability to land leads and close deals over the long run.
From Angi ratings to Google reviews, HVAC and plumbing contractors must stay on top of both positive and negative reviews. This includes promptly responding to negative reviews, thanking clients for their business, and sharing positive testimonials on your website. Coupled with quality customer service, a strong online reputation will better encourage leads to reach out — or even immediately schedule services.
6. Deliver Top Tier-Customer Service
Beyond online lead generation for HVAC and plumbing are contractors’ face-to-face efforts. Service-based businesses rely heavily on excellent customer service in regard to company ratings, reputation, and referrals. To support your sales pipeline from prospect to close, top-tier customer satisfaction can be supplied via high-quality communication, service delivery, and project management.
For example, maintaining proper timelines with the help of project management software ensures that work orders are on track and customer expectations are met each step of the way. Be sure to also communicate arrival times, return calls promptly, and always maintain a polite attitude when in person. Over time, delivering consistent customer experiences will support long-term relationships that power ongoing leads.
7. Create and Promote Your Referral Program
Speaking of long-term relationships, referral programs can be viewed as a type of automated method of lead generation for HVAC and plumbing professionals, considering you’ll rely on current customers to get new ones. Happy customers are much more inclined to promote your business to others, especially in a sector that is so heavily reliant on word-of-mouth recommendations.
The addition of incentives, such as a gift card or discounted services, makes customers even more driven to suggest your business to others. A steady flow of referrals will ultimately lead to a more steady flow of leads. Once you’ve decided on the conditions and incentives of your referral program, be sure to educate your technicians and staff on these details to support lead generation in the field.
8. Invest in Traditional Mailers
Lead generation for HVAC and plumbing can also be as simple as a door hanger or postcard advertisement. Crafting visually appealing print marketing can be a great way to gain leads while also enhancing your local presence, helping you stand out amongst the competition. In addition to general contact information, be sure to add details like a new customer discount to print marketing to help influence those who may require your services, but haven’t acted on it, to finally call you.
With JB Warranties, creating print marketing materials can be as easy as filling out a form. Our pre-made marketing materials allow our customers to craft their extended warranty marketing materials with their own branding and design preferences. You can attach these to your door hangers or integrate them into your email marketing for a well-rounded lead generation approach.
When you’re striving to secure new leads — whether online or in the field — learn how JB Warranties can help.
Matt Cosby
Director of Marketing
