What lies ahead for HVAC marketing in 2024? The HVAC industry has seen major shifts since the COVID-19 pandemic—and the marketing landscape is only going to keep evolving in the coming years.
Just as important? According to Grand View Research, the industry grew rapidly, from $16.54 billion in 2021 to $17.54 billion in 2022–and it is projected to grow at a compound annual growth rate of 6.5 percent from 2023 to 2030. As global warming and extreme climate conditions cause an uptick in HVAC business, more players are expected to join the industry over the next few years. That means you need a powerful digital marketing strategy to gain a competitive edge and keep your business alive.
As you review your plans for Q4 2023 and look ahead to the new year, there’s no better time to ignite your marketing strategy with the latest trends. Here’s how to take a different approach to HVAC marketing in 2024.
You already know that the HVAC industry is evolving. Efficiency and eco-friendliness are taking center stage this year, and you need to show customers that you’re sympathetic to their concerns.
How is sustainability affecting the HVAC industry? Let’s take a look at the numbers. In a 2019 cross-generational study, 93 percent of participants indicated a concern for the environment. At the same time, 77 percent wanted to live more sustainably (and reduce their energy bills). As concerns surrounding climate change grow, more consumers are willing to consume less energy to make a difference. And for many homeowners, that starts with small lifestyle changes like installing energy-efficient appliances.
As more homeowners shift to smart thermostats and energy-efficient appliances, you need to shift your value proposition to match. So, what does that mean for your marketing strategy? You need to provide potential customers with HVAC solutions that are tailored to their lifestyle and budget.
As sustainability turns into a lifestyle, you need to show customers how they can invest in HVAC. That means educating prospects on energy-efficient appliances and addressing their concerns about energy usage.
If you’re not sure where to start, consider incorporating eco-friendly messaging into your content marketing strategy. Be sure to share statistics on social media, answer FAQs in blog posts, and add information to your website to inform customers about your sustainability-focused products and services. Some homeowners still think that modern AC units harm the environment, but you need to show them that’s no longer true. Instead, your goal is to help homes and businesses take advantage of modern HVAC systems’ greener technology.
When you shift your messaging to highlight the benefits of your appliances, you’ll be able to tap into a new segment of customers. And chances are, those sustainability-minded customers will be willing to pay more for energy-efficient appliances to meet their lifestyle preferences.
Your customers expect a seamless experience with your company from start to finish. But even if you’re working around the clock to keep homeowners satisfied, it can be difficult to find areas to improve your customer experience. So, what’s the solution?
If you’re not already investing in HVAC field service management software, here’s your sign to start. Leveraging field service software helps boost productivity and streamline operations in the field. Most field service platforms come with built-in tools like dispatching tools and digital invoicing, which make life easier for your customers and your techs.
Not only that, but field service software also makes it easier to stay in touch with techs on the go. In other words, your techs can receive alerts when you change orders, which helps speed up job completion with fewer risks of miscommunication. Plus, you’ll have everything you need to manage your HVAC business at your fingertips—whether you’re at the office, on the go, or working in the field.
Sure, your customer experience might seem like an afterthought when it comes to marketing, but trust us—it matters. Even if you’re creating high-converting ads and hitting Google’s top spot, your customer experience can make or break your business.
Think about it: After a lead clicks on your ad and visits your website, they’re going to take a deep dive into your business. Surveys show that over 95 percent of customers read reviews before buying online products, and 92 percent read online reviews before contracting a company. If your reviews miss the mark, you’re going to have a hard time keeping your appointment book full.
If you’ve been focusing your digital marketing efforts on older homeowners, it’s time to change gears. As the first generation to grow up with smartphones and social media at their fingertips, Gen Zers have a unique relationship with modern technology. That means you’ll need to adjust your marketing strategy to resonate with the newest generation of homeowners.
Gen Zers are loosely defined as those born between 1996 and 2010. They’re one of the largest generations, accounting for roughly 32 percent of the global population. According to a 2018 study by McKinsey, Gen Z behaviors are all focused on one goal: the search for truth. They make decisions in a pragmatic way, and they’re more willing to accept diverse points of view than their predecessors.
So, how can you break through the digital noise and capture their attention? First, consider your brand values. Gen Z consumers want to work with authentic brands. And since they have a greater appreciation for social issues than other generations, they’re more likely to fall into the “sustainability-minded” segment mentioned above.
The majority of Gen Z consumers prefer to shop with sustainable brands, and they’re willing to spend 10 percent more on sustainable products, according to an article from NASDAQ. At the same time, younger generations are willing to make eco-friendly investments that align with their lifestyle.
Of course, it’s not enough to just tell prospects that you’re running an environmentally friendly business. To show the new generation of digital natives that you’re the real deal, you need to live your brand values. Gen Zers are constantly seeking accountability from businesses. In addition to offering energy-efficient appliances, you need to search for ways to become an eco-friendly business owner yourself.
That’s right: Selling green HVAC systems is just the first step toward sustainability. You’re not truly sustainable unless your business also conserves water, reduces energy usage, and produces less waste. Start by going paperless. Digitize your receipts, invoices, and any other documents that require safekeeping. This way, they’re less likely to get lost, and you’ll produce less waste in the process.
Ultimately, the key to tapping into a sustainability-minded market is to adopt the same practices they do. When you show that sustainability doesn’t have to come at the expense of comfort, you’ll show prospective Gen Z customers that it’s possible to use their HVAC systems more responsibly.
Whether you’re a seasoned business owner or just starting out, you need a comprehensive marketing strategy to gain a competitive advantage. Now more than ever, you need to create personalized and streamlined experiences for your customers—and that means listening to their needs and adapting your business to changing industry trends.
When you’re ready to run toward the fire with an effective digital marketing strategy, we’re here to help. At Company 119, our expert marketing team has decades of experience in the digital space, from video production to search engine optimization. Contact us today to brainstorm your new HVAC marketing plan.
