HVAC
The phone rings when it's 96 degrees. The marketing has to work in April.
RevThread keeps demand moving in the shoulder months, when the calls stop but the payroll doesn't.
What this business is actually like
HVAC is really two businesses sharing a van. Emergency repair is urgent, competitive and cheap to fulfil; system replacement takes weeks to decide and carries most of the profit. They need different marketing, and the expensive one is usually funded by accident out of the budget aimed at the cheap one. Clicks in this category are among the most expensive in local search, so pointing them at the wrong job is costly.
Worth knowing: Discounting the call-out attracts price shoppers and fills the route with low-value work that blocks profitable jobs.
Where growth gets lost
Not generic marketing problems. The specific ways a hvac business loses money it had already earned the right to.
Replacement budget gets consumed by repair clicks
Repair searches are far more frequent than replacement searches, so a broad campaign spends most of its money on the low-value job and reports itself as working.
Shoulder seasons are quiet and completely predictable
Spring and autumn arrive every year with the same drop in calls, and are usually met by cutting marketing at exactly the point where future demand is being decided.
A missed call is the whole loss
Emergency demand does not wait. If the phone is not answered, the customer calls the next result, and no amount of advertising recovers that job.
Emergency ads running when the phone is unattended
Emergency ads running when the phone is unattended. It is the kind of loss that never shows up as a bad month — the spend still goes out, the phone-call click or estimate request still gets counted, and nothing tells you the money went to the wrong place.
What marketing costs before anyone has sold anything
These are the ranges businesses are quoted when each piece is bought separately. Turn a line off to see what the stack looks like without it.
And then the advertising itself
- Cost per click
- $8.33
- Cost per lead
- $91
Median US search advertising for Home & Home Improvement, the published category this business sits in — against an all-industry median of $67 per lead. Your market and competition move this considerably.
Then there are the hours every week spent briefing, reviewing and chasing it. And after all of it, the owner is still the one coordinating the marketing.
What actually convinces your customer
In order. This is what RevThread leads with for a hvac, and it is not the same order as the business next door.
- 01Licensing and insurance where verified
- 02Reviews naming the specific work
- 03Service-area confirmation
- 04Financing where genuinely available
- 05Brands serviced
What changes
- Replacement work pursued separately from repair, on its own timeline
- Shoulder months planned for rather than absorbed
- Reviews that name the actual work kept in front of the next homeowner
The parts of RevThread that matter here
Marketing Director
Decides what the business should be promoting this week, and why, based on the goal you set and what has already worked.
Campaign planning
You approve itBuilds the campaign — objective, audience, budget shape and the creative to run — so what you launch is a decision, not a guess.
Landing pages
Builds the page a campaign points at, so the click lands somewhere built for the offer.
Reviews
Once connectedSurfaces new reviews and drafts replies that sound like you, so responses stop sliding by a week.
Learning loop
Feeds approvals, edits and results back in, so next week's plan reflects what actually happened.
See what RevThread would do for your hvac
Tell us about the business and we'll look at it properly — what you're running now, what the numbers on this page look like in your market, and whether this is a fit.