HVAC marketing
Your busiest week decides your year.
HVAC demand arrives in waves. What makes the phone ring in August is done in May, and what makes it ring in January is done in September.
The problem
Why is HVAC marketing different from other trades?
Because the demand is seasonal and the competition is not.
Every heating and cooling company in the county bids on the same words in the same week, and it happens twice a year: the first heatwave and the first cold snap. A site that only starts working when the weather turns is competing at the most expensive moment of the year against everyone else who left it late.
Emergency and replacement are not the same buyer.
A failed compressor in August and a planned system replacement in October are different searches, different urgency and different pages. Most HVAC sites write one page for both.
Seasonality hides whether anything is working.
Compared to last month, the shoulder season always looks like a collapse and the first hot or cold week always looks like genius. Compared to the same month last year, you can actually see the work.
What we do
What do you actually do for an HVAC company?
Build for the search, not the season
Emergency pages load fast and put the number above everything else. Replacement pages are written for somebody comparing quotes over a couple of weeks.
Make the profile match the trade
A service the Google Business Profile does not list is a service the map pack will not offer, whatever the website says.
Read it year over year
Same month against the same month, with brand searches and rank-checking robots taken out first.
How the work is done
How would you approach it?
Here is the method, step by step: what we settle before a page is written, in the order it matters.
The first hot week decides the quarter
Demand arrives in days, not months, and the business that is already ranking when it arrives takes the calls. Work done in March is what gets paid in July.
Financing belongs on the page, not in the phone call
A system replacement is a five-figure decision made at a kitchen table. If the monthly figure is only available by asking, most people do not ask, they leave.
The tune-up is how you meet the replacement customer
Nobody searches for a new system until the old one fails. The maintenance visit is the relationship that decides who they call when it does.
Brand names are searches
People type the badge on the unit in their yard. A site that never names the equipment it services is invisible to every one of those searches.
Say that you do a load calculation
Most of the trade guesses at sizing from the old unit. Saying plainly that you measure is a competence signal a homeowner can understand without knowing what it means.
Judge it on appointments that happened
Not on calls answered. A dispatch board full of bookings nobody kept is the same number as a good month until somebody checks.
The same approach, across every trade we work in: how we run contractor marketing.
Pricing
What does it cost?
These are starting figures. What you actually pay depends on the size of the work, and we will tell you the real number before you commit to anything.
Before any of it, we look at what you have and tell you what is wrong with it, in writing. That costs nothing and does not depend on you hiring us.
The website, and keeping it found
The site itself, and the work that keeps it turning up when somebody searches. Build it once; the rest is monthly and optional.
$5,000
A full website
For a business whose site is the thing holding it back, or that has no site worth keeping.
Custom coded on Next.js, launched on Vercel, with a page for every service in every city you serve. No templates, no site builders.
Paid once. It is built to get stronger with age instead of needing a rebuild, so it is worth more in a year rather than quietly worth less. We do not charge for changes one at a time. If the site is on management, changes are part of it. If it is not, the site is still yours to take anywhere you like: the pages, the markup and the stylesheet, which any developer can read and add to. What stays with us is the source we build from. We are not looking for the next job. We are looking for businesses we can grow.
$1,000 a month
Management
For a business that has the site and wants somebody keeping it found.
We look after the site, the search work, and what people find when they search your name.
Only for sites we built: we do not take on sites developed by someone else, because we cannot stand behind work we cannot see inside.
$2,200 a month
Management, on a site we did not build
For a business with a site it already trusts, that wants the same work done on it.
The same management, on somebody else’s build, once we have looked at it and can stand behind it.
We look first, and we can say no. If we are selling you somebody being answerable for the outcome, we have to be able to be answerable, and we cannot be for work we cannot see inside. It costs more than our own because the risk is ours and the code is not.
The marketing, and who runs it
Three depths of the same job, from running the whole thing to running only the ads. We take clients we can see a way to work with, and we work in months rather than one-offs, because a single month teaches nobody anything.
$4,000 a month
The CMO service
For a business that wants one team accountable for the whole thing, from the first ad to the lead landing in the sales process.
Everything in management, plus the ad spend, the running of it, and the decisions about where the money goes and what to change when something stops working.
It also wires the leads into your CRM and the way your team follows them up, so none of them sit. We do not do the selling. We feed your own sales team.
$3,000 a month
The CMO service, without the CRM work
For a business that wants the marketing run but is not ready to open up the handoff into sales. We do not recommend it, and it is here because some people will want it.
The paid marketing on top of the web management, without the marketing-to-sales handoff or the work that follows it.
The handoff is where most leads are won or lost after we deliver them, so this version leaves value on the table on purpose. Move up whenever you want to.
$2,000 a month
Paid marketing on its own
For a business that already has a site it trusts and wants only the advertising run.
The ad accounts built, run and reported, plus 10% of whatever budget we manage for you.
The fee is paid up front. The 10% is invoiced at the end of the month, against what was actually spent, and it applies to every dollar from the first one. This only makes sense when the fee is small next to the budget. In practice that means an established business rather than a first test, because paying us more than you spend teaches nobody anything.
One thing that sits under both
Not a tier and not a service we sell on its own. It touches the search work and the advertising alike, which is why it is here rather than inside either.
At cost up to $600
Citations
For clients we already work with, when the name, address or phone number changes, or the listings have drifted apart.
Run through BrightLocal, maxed out, billed at what it costs us with nothing added.
A citation is your name, address and phone number on the directories and data networks Google cross-checks: Apple Maps, Bing, Yelp, the aggregators, dozens more. When they all agree, Google trusts who you are and where you work. When they disagree, local rankings stall however good the site is. We do this once a year, and again whenever your details change. That means more than the name, address and phone number. If any of it moves, your listings stop matching each other, and the whole set has to go out again.
And the first year is not only what the website brings in
A new site changes what people find everywhere else. Your Google Business Profile, your Yelp page, Local Services Ads and the directories all start showing the same business, described the same way.
Somebody checks you in three places before they call. When all three show the same company, and it looks like one worth calling, the decision is easy and it is made before the phone rings.
That is what we mean by building a brand. Not a logo. Being the same business everywhere anybody might look for you.
We take fewer jobs than we could
We throttle what we take on. There is a limit to how much work we can do at the standard we do it at, and past that limit the honest answer is a wait rather than a yes.
When we grow we grow slowly, for the same reason. Our own brand is built on the quality of the work, and the quickest way to lose it is to take on more than we can do properly. If the timing does not work we will tell you, rather than take the money and stretch.
How it is paid, and what is yours
- The site is yours from day one
- The site, the code and the domain belong to you from the first day. That never depends on the monthly, and it does not change if you stop.
- Payment follows delivery
- The build is billed half to start and half when it goes live. The monthly begins after the 30-day warranty ends, and only if you want to carry on - by then the site has been live a month and you have the first report in your hands.
- Paying ahead earns better terms
- Month to month is the price above, and it is the real price. If you would rather pay for a stretch up front, talk to us: three months, six, nine, or a year. What we do not do is discount a month-to-month arrangement, because the better terms are for the commitment and not for asking.
- Targets, not guarantees
- We do not guarantee rankings. What we do is measure where you stand before we start, and put the new numbers beside that baseline every month, so you can see whether it is working rather than take our word for it.
We run our own: God’s Eye holds the work, and the ARC scans and SEO Labs reports are how we read what is happening. Anybody can buy the same raw numbers. What we add is the reading of them, and that is what decides what we do on Monday. We mention it once because it is worth knowing who is holding your numbers, and then we stop, because software is not what we sell. We do marketing, and we grow businesses into brands.
There is no minimum term. You can stop whenever you want to, and there is a short, organised handover when you do, so it ends as a working relationship rather than a row.
We are not a supplier you swap out when you want to try a different ads agency. We run all of it: where the money goes, which channels are worth opening, and what to do when one of them stops working. We are here to make money for you and for us, in that order, because the second one does not happen without the first.