Online Marketing for HVAC Contractors

An HVAC Contractor in Indiana asked:

“Has your company engaged in online marketing such as SEM/pay-per-click?”

EGIA faculty member Gary Elekes started by addressing the 28% in the survey question that reported they do not engage in online marketing. “Maybe they’ve made a choice that they don’t want to be in the space for growth purposes,” said Elekes.

Regardless, Elekes explained some bare minimum benchmarks all businesses need online, regardless of whether or not they want to pay for online marketing. “You need to have a website, whether or not you want to spend money on paid search such as Google,” said Elekes. “But it’s probably something you’re gonna have to face at some point, even most traditional media companies now have moved into that particular digital platform.”

Elekes said that with himself and the contractors he sees in the business, becoming digital marketing just isn’t an area in which most contractors are knowledgeable. But generating leads with paid digital advertising gives owners and salespeople more information, including tracking where leads come from, URL tracking, keyword tracking as well as the actual cost-per-lead.

“I can look at each individual online area and determine my return on investment based on my conversion rate,” explained Elekes.

Our faculty members have also answered questions on other topics related to system sales, including Choosing A Home Services Dispatching Software and Integrating Pricing and Dispatch Software.

Hear more from our “Ask The Experts” faculty members on “Cracking The Code,” our weekly web series.

Contractor University members can click here to log in to their member dashboard and submit a question through the Ask the Expert portal.