10 strategies for building your HVAC customer base

Posted on:

November 4, 2025

For HVAC businesses, building and maintaining your customer base is crucial for profitability and boosting your business. Having a plan in place to get new customers year-round will ensure you keep business steady through busy seasons and beyond.

Before we dive into strategies, let’s look at the common challenges many HVAC companies face.

What are the top challenges HVAC businesses face to get new customers?

Generating new leads can be challenging for HVAC businesses. They can impact your marketing strategy’s effectiveness. Common challenges include:

Intense competition in local markets
Limited online visibility across search engines and social platforms
Seasonal fluctuations in services demand
Limited budgets for marketing campaigns across channels
Difficulty in differentiating HVAC services from competitors
Hard to keep up with marketing trends

What are common mistakes when getting new HVAC customers?

To maximize your HVAC lead generation efforts, steer clear of these common mistakes:

Neglecting your online presence

Focusing solely on short-term HVAC leads instead of building long-term relationships

Failing to follow up with quality leads promptly

Ignoring the power of positive reviews

Not measuring and analyzing marketing campaign performance

Not adapting strategies to evolving market or customer needs

Now that those are out of the way, let’s talk about successfully getting more customers. Here are 10 strategies you can try.

10 proven strategies to get more HVAC customers

Using a combination of digital and traditional marketing can help you get new HVAC customers. Here are 10 strategies that have proven effective for HVAC businesses.

1. Build and optimize your website

A strong digital presence is critical. Approximately 83% of HVAC-related web searches in 2025 include a local phrase like “AC repair near me.” Optimize your site to rank higher in these key local searches by including:

Clear CTAs (calls-to-action)

Customer testimonials

Easy-to-use contact forms

Taking these steps will optimize your website for both users and search engines like Google, Yahoo, and Bing.

2. Run Google Local Services Ads

Google Local Services Ads are the ‘sponsored’ listings you sometimes see at the top of local search results, promoting a business. They work great for HVAC businesses, costing an average of $85 – $100 per lead. Plus, you’ll only pay when a potential customer contacts you directly. Before running these ads, you must first create your Google Business Profile.

H3: 3. Build your Google Business Profile

Think of your Google Business Profile like another social media-style profile for your business on Google. In fact, it may be a customer’s first impression of your business. You’ll want to provide comprehensive, accurate information: a website link, service offerings, hours, and photos. A complete and updated profile will help attract more local customers.

4. Launch HVAC email campaigns

Email marketing is highly profitable, earning an average of $36 for every $1 spent. It’s a great tool to generate leads and maintain contact with existing customers. Use email marketing tools to upload addresses and easily send promotions to leads and customers via templates.

5. Expand payment options with field service software to close more deals

Offering a variety of payment options broadens your customer base. Financing is a key selling point that improves customer experience by allowing them to spread out payments, which can lead to customers opting for larger jobs. A field service management tool makes it easy to offer multiple financing options, simplifying reporting and customer management through system integration.

6. Get more reviews from happy customers

Positive customer reviews build trust and credibility essential for lead generation. Regularly getting new reviews shows consistent quality and showcases your relationship with customers.

Here are some key insights from Brightlocal to remember: 92% of homeowners consult reviews, 81% use Google, and 89% expect businesses to respond to existing reviews.

Responding shows you are an engaged business that values service and feedback.

7. Build a referral program

Referrals are an excellent way to generate new customers, primarily from existing customers. Offering a benefit or discount for each new customer someone refers is a great way to encourage referrals. In addition, building partnerships with local real estate agents and property managers will help increase referrals for maintenance and installation services.

8. Offer maintenance plans with payment options

Regular maintenance is a strong lead generation strategy and a great upsell opportunity for first-time customers. Maintenance plans establish long-term customer relationships and provide a steady stream of business. Customers with plans are more likely to call you first in an HVAC emergency.

9. Host free HVAC webinars or Facebook Live events

Sharing your HVAC knowledge online builds credibility. Host webinars or live social media events on topics like energy efficiency or common issues. Positioning yourself as an online expert will attract potential customers who will remember you when they need service.

10. Be active on social media

Use social media to educate your audience and build brand awareness. Short-form videos showcase your expertise and services. Post content like quick tips, before-and-after clips, or “a day-in-the-life.” Post regularly across platforms and track audience response to drive future business.

Beyond new customers: Growing your HVAC business with Field Service Management Software

After generating leads, you must efficiently dispatch technicians, provide services, and handle payments. Field Service Management (FSM) software is essential. WEX FSM optimizes business for field techs and office admins, streamlining operations and improving customer experience by offering one solution to:

Offer financing and payments.

Accept mobile payment processing on-site.

Build custom proposals/invoices.

Develop customized pricebooks.

Analyze business performance with reporting.

To learn more, visit the WEX FSM website.

WEX Field Service Management is an ACCA Strategic Partner. To learn more about ACCA’s Strategic Partner Program, contact partners@acca.org or visit acca.org/partners.

Author
Recent Posts

WEX

Payzer began with a single goal: to make it easier for contractors to get paid and offer financing. After more than a decade of serving the trades, we were acquired by WEX®, Inc. in late 2023. This partnership allowed us to combine our strengths with WEX® FSM, creating a more powerful, all-in-one solution. While our name has evolved, our dedication to building comprehensive tools for the trades remains the same. You can still expect the same great product, team, and support you’ve always known.