HVAC marketing has a truth most agencies never learn: the business isn’t built in July and January, it’s built in the shoulder seasons — and it’s built on agreements, not one-time calls. I’ve spent years deep in home services. I know the platforms, the CRMs, the call flows, and the campaigns, and I lead HVAC marketing the way it deserves: as a system that keeps the board full year-round.
I speak the stack
ServiceTitan, Housecall Pro, Jobber, GoHighLevel — and the acquisition machinery around them: Google Local Services Ads, Maps rankings, review velocity, and the difference between owning your demand and renting shared leads at auction. When your marketing leader already knows the tools, your team stops translating and starts executing.
What I usually find
- Maintenance agreements treated as a tech’s upsell instead of the company’s recurring-revenue engine
- Shoulder seasons endured instead of filled with engineered tune-up campaigns
- Marketing spend judged on leads, while nobody measures CSR booking rate on the calls that came in
- A brand that’s a logo on a truck instead of the name the neighborhood says first
- Lead vendors owning the customer relationship you paid to create
What leadership changes
The year gets engineered around how HVAC demand actually moves: agreement growth as the annual goal, seasonal campaigns as the quarterly strategies, and weekly numbers your team can act on. The brand gets built so replacement jobs come to you by name — the highest-margin call in the business is the one you didn’t pay per-lead for.
The numbers I hold marketing to
- Booked calls — and CSR booking rate on the calls you already get
- Agreements sold and renewed — the recurring base under the business
- Cost per booked job by channel, measured honestly
- Average ticket and the service-to-replacement pipeline
- Review velocity and Maps visibility in the ZIP codes you want to own