Any service owner will tell you – running an HVAC business is no walk in the park. After a long day handling service calls, managing employees, and maintaining equipment…putting in effort to attract new customers isn’t always a top priority.

But here's the harsh reality: businesses that find efficient, passive methods to attract new customers will outperform their competition. The million-dollar question is how do you get customers to call you instead of your competitor?

Thanks for asking😎. Here are some of the best ways to attract customers for your HVAC business (without hiring a marketing specialist or spending millions).

1. Show Up on Google (Optimize Local SEO) 🔍

When a potential customer searches “AC repair near me” or “HVAC companies in my area” into Google…does your business show up on the first page?

If not, you’re missing out on tons of potential customers.

Here’s how to get on the first page of Google:

• Set up your Google Business Profile (formerly Google My Business)
• Add photos, business hours, and a comprehensive list of your services
• Ask happy customers to leave a review (more on that later)
• Use local keywords on your website like “HVAC repair in Dallas” or “Air Conditioning install in Houston”

The term ‘SEO’ might sound intimidating, but all it means is that you’re letting Google know who to show your business to, based on what they’re searching for.

2. Be Active & Relatable on Social Media 📱

Social media isn’t just for fashion influencers and food bloggers. HVAC businesses can use it to show potential customers that they’re real, reliable, and maybe even have a sense of humor. Keep your content short and sweet – goofy, funny, and relatable content will perform the best.

What to post?

• Quick maintenance tips (like how often to change filters)
• Funny memes, GIFs, and playful videos
• Meet-the-team posts (“This is Mike, our A/C whisperer 🔧🔥”)
• Customer reviews & case studies

You don’t have to post like a professional – just be relatable and consistent.

3. Run Local Google Ads for Fast Leads 💸

Want the phone to ring now? Google Ads can help.

When someone’s A/C goes out in the middle of July, they’re not wasting any time – they’re Googling “A/C repair near me.” If you’re running local ads, there’s a good chance they’ll call a name at the top of the search results.

Tips for better results:

• Target your precise service area (don’t waste money on clicks from 100 miles away)
• Use keywords with buying intent like “emergency HVAC repair” or “HVAC install quote”
• Collect “How did you hear about us?” information from customers to see what’s working

Of course, ads cost money. But, one new customer could cover your ad spend for the month. For a mid-to-large HVAC business, it’s almost certainly worth it.

4. Offer Promos That Make People Act 🏷️

Everybody loves a good deal. Sometimes, they just need a little nudge to finally book that service appointment or installation.

Potential promo ideas:

• Free Spring HVAC checkups
• Summer A/C repair specials
• Free install with purchases of a new A/C unit (for a limited time only)
• Referral discounts (give your happy customers a reason to spread the word!)

Promote your deals on your website, social media, and even with direct mail (never underestimate the power of a funny ad).

5. Make Sure Your Website Doesn’t Suck 😬

Harsh, but you might need to hear it. If your website is glitchy, hard to read on a phone, or looks like it was made in 2001…that limits your credibility to potential customers.

A good HVAC website should have:

• Fast loading speeds
• Mobile-friendly user experience (most people are using their phones)
• Clear call-to-action buttons (“Call Now” or “Get a Quote”)
• Detailed list of services and service areas
• Real customer reviews

Think of your website like your digital front door. Does it communicate professionalism or does it say “we don’t adapt with the times?

6. Collect Reviews Like They’re Gold ⭐⭐⭐⭐⭐

Let’s be honest – when you’re trying to choose an HVAC company to call, what’s the first thing every customer checks? Online reviews.

People trust other people way more than paid ads. Therefore, you should make positive reviews a priority and incentivize customers to leave them.

How to get more reviews:

• Ask every happy customer (you’d be surprised how many will say yes)
• Text or email them a direct link to leave a review on Google
• Offer discounts or rewards for leaving reviews (5% off the current job or a free t-shirt)

Pro move: use a tool like Podium, NiceJob, or Jobber to automate review requests. That way, your technicians don’t have to worry and you’ll get more stars 🌟.

7. Partner With Other Local Businesses 🤝

No one grows a business alone. Become friendly with local property managers, contractors, realtors, and other pros who can send work your way.

People trust referrals (probably even more than they should). If you’re the go-to HVAC guy (or gal) for their clients, you’ll stay top of mind.

You can even offer a small revenue share or referral bonus to your network – just to make sure everyone’s incentives are aligned.

So, What’s the “Best” Way to Attract Customers?

Truth is… there isn’t one best way.

The good news is that if you do a few of these things well – and keep doing them, you’ll be successful.

Start with something easy. It could be posting on social media once a week or asking for customer reviews after each job. Just be consistent, stay visible, and deliver great service.

…And for finding skilled workers, TradeRunner has your back💪

No more posting jobs, reviewing applications, playing phone tag, and scheduling interviews. Simply specify the criteria you want in your candidates and get instant access through our database of skilled tradespeople. Video interviews, messaging, applicant tracking, and more can all be handled within TradeRunner as well.