We work with HVAC contractors all over the country, so the marketing tactics we're recommending during the COVID-19 pandemic are very specific to the contractor's location.

Here is Pennsylvania, we have been advised by the governor to stay at home except for essential travel.

We know this is not the case everywhere in the US, and for all we know, some of the more rural parts of the country may be able to dodge this bullet.

In the meantime we're doing everything in our power to keep our clients top of mind in a world where there is a fair amount of competition for the average American's attention.

Here are some of the digital marketing tactics that have been working for the HVAC contractors we work with.

Marketing Tactics That Are Working for HVAC Contractors

1. Email - It sounds too easy, but email remains the single most effective method for getting homeowners to make a move.

Communicate regularly and educationally with information about indoor air quality, seasonal rebates and financing, and related offers. Remember, instead of Always Be Closing, you must Always Be Helping.

If you sell liquid home heating fuels, stay top of mind with a weekly email and a simple, online path to purchase.

2. Video - Whether you do a prerecorded or a Facebook Live, video is the most personal, effective way to make a personal, human connection with homeowners in your service area.

Here's our co-founder, Ron Musser, doing a spot for his son's company, ECI Comfort in Lower Bucks County, PA. Ron's wife, Lynne, shot this on an iPhone. Not scripted. Honest and real.

3. Deferred Appointments - Nobody knows how long it will take for this situation to turn around, but we do know that it will. Consequently, we're seeing homeowners willing to commit to service and installation estimate appointments four or five weeks in the future.

The email in the example above resulted in more than twenty customer commitments.

While this doesn't make your cash register ring right away, it allows your customer to feel like they have their air conditioning needs covered for the day they feel safe with your techs in their home.

4. Virtual Service Calls and Estimates - While this is still catching on, by phase two of this mess, this will become the norm. Several contractors report positive results from offering this option and in every case it resulted in revenue.

Become proficient in all the technologies that are available so you can offer whichever one your customer is most comfortable with.

• Google Hangouts
• Zoom
• Go-To-Meeting
• Apple FaceTime
• Facebook video chat

5. Financial Incentives - Spring rebates are in effect for every manufacturer and distributor. On its own, this enables you to offer from hundreds to thousands of dollars in savings opportunities that customers can "lock in" if they already know they will need a new system when the warm weather arrives in your neck of the woods.

If you can get some help from your distributor or manufacturer, you can even add a little extra incentive to your Virus Relief Program to set you apart from the competition.

6. Paid Search (Google PPC) - It stands to reason that some of your paid search ads will continue to produce revenue, you're just going to need to dig into the data to know which ones. Remember, your target hasn't disappeared, it's just smaller, so aim smaller.

Get you PPC contractor to earn their keep by getting them to do this research for you. Point them to this article by our friends at Seer Interactive.

7. Facebook Ads - Facebook ads are one of our favorite ways to connect with new prospects and existing customers and they will only be more effective under the current stay-at-home circumstances. Whatever messages you are emailing to your list, post them on Facebook too. Be sure to include links back to more information on your website and have opportunities back on your website for visitors to exchange their email addresses for valuable or informative top-of-funnel offers, such as product guides, coupons and other seasonal checklists or DIY kits.

Our single most effective Facebook tactic is posting case studies, then boosting the case study post directly at the community where the case study home is.

The Post

The Results

8. Indoor Air Quality - This one can be tricky, but it's a topic that all HVAC pros are passionate about, even when we're not hip-deep in a global pandemic. And since there are a lot of contractors out there making false or vague claims about the effectiveness of these systems in protecting people from the COVID-19 virus, there's a real need for trustworthy education.

In one campaign we simply created an ad which takes people to an educational landing page where they can either download a product brochure or request an installation appointment. This one has been running at $20 a day, and paid for itself over and over again.

The Ad

The Results

Take your deep knowledge of UV Light Air Scrubbers, ERV systems, humidification control and media filters and build some educational content around it on your website. This is another great video opportunity. We have always recommended that your educational content mirror the same voice, tone and style you would use if you were giving advice to a friend. This really comes through powerfully in video.

Here's an example of an Anti Virus Package one of our clients is selling with solid success within the last 48 hours.

At first we had some pushback about this concept, but now all our clients are planting their flags as the local expert on all things related to IAQ and seeing successful results.

The Summer of 2020 is Coming

No matter what any of us do, the weather is going to get warmer, and as long as HVAC contractors remain categorized as essential businesses, you will get the chance to make some money this summer.

In the meantime, it's very important to embrace your role as the Trusted Advisor on all things related to indoor comfort and air quality by educating (NOT SELLING) your customers about their their options.

As always, we're here to help if you need it.