TL;DR: Good seasonal marketing for HVAC contractors comes down to timing. Sell tune-ups in spring and fall, then switch to fast repair messaging in summer and winter. Keep your Google profile and website up to date with each season.
Good seasonal marketing tips for HVAC contractors come down to timing. Sell tune-ups in spring and fall. Switch to fast repair messaging in summer and winter. Keep your Google profile and website up to date with the season. Start each push before the weather turns, not after the phones start ringing.
Timing matters because most homeowners only think about their system when the weather forces them to. The U.S. Energy Information Administration reports that space heating and air conditioning made up 52% of household energy use in 2020. It also says both uses are mostly seasonal. Below are 7 tips, grouped by season and budget.
When should HVAC contractors start seasonal marketing?
Start each push a few weeks before demand shifts. That means late winter for spring AC work and late summer for fall heating work. ENERGY STAR tells homeowners to have the cooling system checked in spring and the heating system in fall, because contractors get busy once summer and winter come. Your marketing calendar can follow the same advice homeowners are already hearing.
Adjust for your climate. A contractor in Houston has a long cooling season, so AC messaging runs most of the year. The EIA notes that homes in the Northeast and Midwest use more energy on average because they need more heat. A contractor in Chicago might put more weight on fall furnace work.
| Season | What the homeowner is thinking | What to promote | Where to put it |
|---|---|---|---|
| Spring | Will my AC make it through summer? | AC tune-ups, maintenance plans | Google Offer post, texts to past customers |
| Summer | My AC just quit. | Repair, fast response, replacement options | Homepage banner, tap-to-call button |
| Fall | Is my furnace safe to turn on? | Heating tune-ups, safety checks | Tune-up page, Google post |
| Winter | We have no heat. | Heating repair, after-hours service if you offer it | Google hours, missed-call text-back |
What should you promote in spring and fall?
Promote tune-ups and maintenance plans. Spring and fall are the slower seasons, so use them to book the schedule ahead of time instead of waiting for breakdowns.
1. Sell tune-ups by showing what’s included
Homeowners don’t buy a vague tune-up. They buy a list of checks. ENERGY STAR’s checklist says a typical check-up includes checking thermostat settings, tightening electrical connections and measuring voltage and current on motors. Its heating and cooling guide also lists oiling moving parts and checking the condensate drain. Put your own checklist on your tune-up page so customers can see what they’re paying for.
2. Use the clock change as your reminder date
ENERGY STAR suggests homeowners schedule check-ups around the spring and fall time changes. Use the same dates. The week the clocks change, send a short text or email to past customers. Something like: the clocks just changed, so it’s a good time to have your system checked. It’s easy to remember, and it comes around every year.
How do you market during the summer and winter rush?
During peak season, put answering calls ahead of selling. People with a broken system aren’t comparing tune-up packages. They want someone who picks up the phone and shows up.
3. Switch your homepage message to repair
Change the top of your homepage when the season changes. In July, lead with AC repair and your phone number. In January, lead with heating repair. Plenty of these customers will search on a phone while standing in a hot or cold house, so the call button has to be easy to tap. Here’s more on why a mobile-friendly website matters for contractors.
4. Catch every call, even when your crew is slammed
Peak season is when calls are most likely to go to voicemail, because everyone is out on jobs. If you miss a call in August, the homeowner may just call the next company on the list. An automatic text reply buys you time until you can call back. See how missed-call text-back works for contractors.
5. Keep your Google hours accurate
Google Business Profile lets you set Special hours for holidays and other days when your hours are different. You can also add More hours to show when certain services are available. If you take emergency calls on weekends or holidays, show that there. Wrong hours during a cold snap send callers to someone else.
Which seasonal marketing tips for HVAC contractors cost the least?
The cheapest tools are your Google Business Profile and your list of past customers. Both are free to use. Both reach people who already know your name or are searching nearby right now.
6. Post a seasonal Offer on Google
Google Business Profile has three post types: Update, Offer and Event. According to Google’s help page, an Offer post needs a title and dates, and Google adds a View offer button on its own. Set the dates to match the season, like a spring AC check-up offer that ends when summer starts. Then post a new one when the season changes. Our Google Business Profile tips for contractors cover the rest of your profile.
7. Use slow weeks to get ready for the next rush
The slow seasons are when you have time. Take photos of finished installs. Write or update one service page. Ask happy customers from the busy season for a review. When the next rush hits, your website and profile will already look current.
Should you run seasonal discounts?
Sometimes. A discount can fill slow weeks, but an offer doesn’t have to be a discount. A free filter swap with a tune-up, or priority booking for plan members, can work too.
Pros
- A clear end date gives people a reason to book now.
- Offers help fill the schedule during slower spring and fall weeks.
- A coupon code makes it easy to see which channel brought in the job.
Cons
- Customers may learn to wait for a deal.
- You lose margin on work you might have gotten anyway.
- Deep discounts can bring in price shoppers instead of long-term customers.
- Offers expire, so someone has to post a new one every season.
Why is Scalable Websites a fit for HVAC contractors?
Seasonal marketing only works if your website keeps up. Here are the facts about Scalable Websites.
- We have been in business since 2015 and have built hundreds of websites.
- We specialize in websites for contractors and trades.
- Our sites are built for speed and SEO, so they load fast even on a weak mobile signal.
- Each page has several well-placed calls to action that help turn visitors into leads.
- Hosting, backups, updates and security are included in the plan.
- Plans run on one simple monthly payment with a 6-month minimum, then month-to-month, plus a free design refresh every 36 months.
- We are based in Houston, TX, and work with contractors across the US.
Want your website ready before the next season changes? Schedule a consultation with Scalable Websites to talk through your plan.
Frequently Asked Questions
Should I pause my marketing when my schedule is already full?
Usually it’s better to change your message than to stop marketing. Keep your Google profile and website active, and switch from promotions to clear hours and fast response so you’re easy to find when the rush slows down.
How often should an HVAC company post on Google Business Profile?
At a minimum, post whenever the season or your offer changes. Offer posts have end dates, so set a calendar reminder to replace each one before it expires.
Do I need a separate website page for every season?
Not necessarily. Many contractors do fine with one tune-up page they update twice a year, plus clear AC repair and heating repair pages they can feature on the homepage when the season changes.
What should a seasonal reminder text to past customers say?
Keep it to two or three sentences: who you are, why now is a good time for a check-up, and one easy way to book. Only text customers who have agreed to get messages from you.
Recommended Reads
- Google Business Profile Tips Every Contractor Should Know
- Why a Mobile-Friendly Website Is Non-Negotiable for Contractors
- Missed Call Text-Back for Contractors: How It Works and Why It Matters