How to Use Text Messaging to Land More HVAC Leads

16 MIN READ
Why HVAC Companies Need SMS Marketing

As an HVAC business owner, you’re constantly tied up between running your business, working in the field, and managing your technicians.

You’re trying to strike the perfect balance between getting new customers and servicing current customers—all while making everyone happy. Throw in the fierce competition for HVAC services in your area, and it’s a lot to handle.

At the end of the day, you need proven ways to grow your business without throwing away your hard-earned marketing dollars or sacrificing time away from your business. Sounds familiar, right? Text messaging offers a convenient solution for HVAC business owners to reel in new leads without breaking the bank or taking up your time. Chances are, you’re sending texts every day anyway, but there are countless ways text messaging can fuel your HVAC business growth.

So, does text messaging work for HVAC companies? How can you use SMS marketing to land even more leads? Here’s how to ignite your business growth with the power of text messaging.

 

What Is SMS Marketing?

Short message service (SMS) marketing, or text message marketing, is one of the most effective marketing channels, reaching your customers exponentially faster than traditional email marketing. Text message marketing involves sending one SMS message to customers who have signed up to receive SMS messages. If you’ve ever gotten a text message promotion from Kohl’s or Petco, then you’ve experienced SMS marketing.

Thanks to their high engagement rates, text message campaigns give your business a valuable opportunity to communicate with leads. Think about it: Most emails sit unopened in your customers’ inboxes for hours. Or, worse, they might end up in the spam folder, sending your marketing efforts straight down the drain.

Meanwhile, SMS marketing messages reach your customers immediately, with 78 percent of customers reporting that text messages are the fastest way to reach them. Even crazier, SMS marketing messages have a 99 percent open rate, with average click-through rates varying between 5–10 percent. That makes text messaging the perfect channel for businesses with a time-sensitive promotion or appointment reminder to share.

Why are people so quick to open text messages? Considering all of your customers’ devices and the media they consume, there’s nothing closer to them than their mobile phones. Your customers might be away from the computer, busy working, or running errands, but they’re always going to have their phones close by.

 

Why HVAC Companies Need SMS Marketing

Over the past few years, most customers have grown accustomed to the unrivaled convenience of virtual services—from texting brands to AI interactive voice response systems. That applies to the HVAC world just as much as it does to other industries. To survive in today’s competitive digital landscape, your business needs to adapt.

So, how can you keep up with the competition and be there when your customers need you? Here’s the short answer: You need to connect with your customers digitally. When customers don’t want to go through the hassle of calling your business, they’ll send an email. The main problem is that email is slow, and it might take days of emailing before you even schedule an appointment.

In contrast, texting is an easy, effective option. Your customers are already used to texting, and most people prefer text messages over intrusive phone calls.

In fact, 90 percent of customers prefer communicating with businesses using text messages, while 85 percent want this communication to be two-way—where they can respond to businesses using texting. Especially in the HVAC industry, where lead generation is critical for business growth, text messaging should be a critical component of your marketing campaign.

 

How Text Messaging Can Transform Your Lead Generation Strategy

Sales are the lifeblood of your HVAC business, but you can’t score any sales without leads. And, unfortunately, you can only service current customers so often. This means that you need plenty of new leads—which you can convert into new customers—coming in.

Struggling to schedule regular appointments? Wondering how to spend less time acquiring new leads? Text messaging is the answer. Every customer touchpoint is packed with opportunities to convert leads—from the initial search for a local HVAC contractor to leaving a review. So, it should come as no surprise that customers are ready to interact with your company on the channel they prefer the most: texting. Here’s how you can use text messaging to upgrade your lead generation strategy and get noticed.

 

1. Schedule More Appointments

Any HVAC company knows that time is money. Whenever you’re not out working in the field, you’re losing money. And the longer it takes you to set up an appointment, the more money you’re going to lose. Playing phone tag is frustrating, but what can you do to fix it?

According to Pew Research, 67 percent of people won’t pick up the phone when they’re getting a call from an unknown number. It takes over 10 hours for most people to respond to emails. And most people aren’t checking their voicemail anymore. You’re wasting your precious time playing phone tag, sending emails, and leaving messages—and you might not even connect with that lead.

Here’s where text messaging changes the game. Most SMS marketing messages are read within three minutes of being sent. Plus, 99 percent of SMS marketing messages are opened within 20 minutes. This means that you can connect with leads right away to schedule appointments.

People actually read their texts. So, you can connect faster, secure those appointments, and convert more leads—and you won’t have to lose any more sleep over missed phone calls or unread emails.

 

2. Get Your Promotions Noticed

Maybe you’re offering a discount on biannual HVAC maintenance for repeat customers—or you’re running a promotion on heater repair as the winter season approaches. Promotions and discounts are great ways to score scales, but they’re only going to work if your leads know about them.

Most businesses send promotions and discounts through emails. But with an average email open rate of only 20 percent, you’re missing out on a lot of leads. You could always promote the deal on Facebook, but the results will be hit or miss if you’re not targeting the right audience. Or, you could send a text to your target audience about your promotion. 

Text messaging campaign services make it easy to send one message to your entire list of contacts, your past customers, or your current leads—just like an email campaign. Sending text promotions gets your company noticed, which translates to more sales and revenue for your business.

 

3. Earn More Online Reviews

When it comes to digital marketing, social proof can make all the difference. You want to show leads why they should choose your HVAC company over the competition—and customer reviews can have a huge impact on their decision. In fact, 90 percent of customers report that online reviews on business listings influence their buying decisions. Plus, companies with 10 reviews earn 50 percent more click-throughs than those with 0—and that gap grows even wider with more reviews.

If you’ve spent years building your HVAC business, you already know that a great customer review can be your best marketing tool. So, you’ll be happy to hear that text messaging can help you transform your online business listings with a steady stream of customer reviews.

More people check their texts than emails, and, again, text message URLs have an average click-through rate of 5-10 percent. After impressing customers with your great service, send them a follow-up text asking for a review on Google, Facebook, or Yelp, along with the link to leave a review. 

Pro-tip: We offer an easy-to-use, highly effective review generation tool—called Max Feedback—that is currently in place for many of our clients in home services, automotive repair, and other service-oriented businesses. Max Feedback takes the guesswork out of requesting and obtaining new reviews for your business on Facebook, Google, Yelp, and other review sites through email and SMS marketing. If this sounds like something that would benefit your HVAC company, let us know.

 

4. Send Seasonal Reminders

To succeed in the HVAC business, you’re going to need long-term relationships. It’s not enough for any HVAC company to rely on heater or AC installation all the time. While installations might be one of your main sources of income, the routine maintenance and seasonal calls you get from previous clients keep your business alive.

Text messages are a great tool for sending seasonal reminders. Your clients are busy people. They’re working and taking care of their families. They’re dealing with a constant stream of marketing messages on Facebook, and they don’t always have the time to check their email inbox. Chances are, they’re not thinking about cleaning their supply vents or checking their refrigerant as often as they need to. When you send seasonal reminders via text message, you’ll cut through the noise and get noticed.

Most text messaging services offer bulk and scheduled texting, so you can set up automatic reminders like service valve inspection and filter replacements whenever you get a new client. The best part? These messages aren’t hard sales pitches. Instead, they’re gentle reminders, reminding your clients that your business will be there when they need you. Sending a notification to your client’s phone with a reminder and CTA is all you need to encourage repeat business.

 

5. Finalize Contracts

When you finalize a service contract with a client, you know you’re getting paid. Unfortunately, trying to finalize these agreements can be challenging and time-consuming. In most cases, you’ll need to meet with the customer in person or at your office. Sometimes, finalizing the agreement might include a back-and-forth exchange of emails. And when you can’t afford to wait for your next contract, email can be excruciating.

Sure, waiting to sign that contract is worth it because of the money, but text messaging can help speed up the process. All you need to do is snap a picture of the contract and send the photo directly to the client. Alternatively, you can upload the contract online and send a link requesting the client’s electronic signature. 

When you send a text, your client is going to see it right away, so your contracts will get signed in minutes instead of days. You’ll have the final version of the contract—signatures and all—so you can start focusing on your next lead. 

 

Text Messaging Campaign Tips That Boost Engagement

Obviously, text messages are ideal for reaching leads because they’re short and get straight to the point. With a 160-character limit, you need a smart approach to get your message across. Instead of filling your messages with loads of fluff, you need to cut through the noise and get your message out there.

Short, precise copy that grabs your leads’ attention is key, along with any links to surveys, promotions, or calendars. Whether you’re asking for a customer review or following up with a lead, it’s all about the quality—not the quantity—of your message. With that in mind, here are some tips to boost engagement with your text messages:

 

1. Remember That Transparency Is Key

SMS is underrated—but it comes with a catch: It is not ethical or legal to send unsolicited text messages. Transparency is everything, and to create a text messaging campaign compliant with Telephone Consumer Protection Act guidelines, you need to ask customers for their consent before sending text messages.

To avoid customer frustration (and, in turn, negative perceptions of your business), be clear about the type of messages they can expect. Are you sending biannual promotions for heating and cooling services? Are you sending monthly reminders for HVAC maintenance?

In addition, let them know what you won’t use their number for (i.e., selling their information to third parties), and include a link to your privacy page. Most customers aren’t going to read the fine print, but consumers’ rights include full disclosure on how companies use their data. This isn’t optional—It’s a mandatory requirement for SMS marketing across every industry.

This way, your customers will know exactly what they’re signing up for, and you won’t leave a bad taste in their mouth when they see your text notification.

 

2. Give Customers the Option to Opt-Out

Nobody wants unsolicited texts. Along with only texting customers who have opted-in to receive text messages, don’t forget to include an easy, convenient, accessible opt-out option.

Sure, it might seem counterintuitive, but providing an opt-out message will build credibility and trust in your business. Not every customer wants to receive text messages from your business. Other customers might change their minds or relocate. Either way, you want to provide a painless opt-out option. For example, you might include a note at the bottom of each text, like “Reply STOP to opt-out.”

 

3. Time Your Texts Strategically

The average person checks their phone 150 times a day, so any time is fair game for an SMS message, right? Wrong. Your customers aren’t going to be happy if your notification wakes them up at 6 a.m. with a promotion for gas pressure inspection. After all, you want your customers to do more than just glance at your text—you want them to take action. So, the timing of your text can make all the difference.

What time is the best for sending SMS marketing messages? It all depends. Different times work for different businesses, and engagement will vary at different times depending on the type of message you’re sending. For example, if you’re sending a reminder for seasonal HVAC maintenance, your customers probably aren’t going to schedule an appointment in the middle of the workday. 

The day of the week can affect click-through rates, too. A lot of business owners think that people are more sleep-deprived at the beginning of the week, so Mondays and Tuesdays are no-gos for text campaigns. But this isn’t actually the case—according to a 2020 study, online sales are highest on Thursdays, narrowly beating Mondays. The study also found that, for eCommerce sites, peak sales happened between 8 p.m. and 9 p.m.

Ultimately, figuring out the best time to send your SMS messages is going to require some trial and error. For the best results, try sending out texts at different times and days and on the weekend. Then, track your results, experiment with some A/B testing, and fine-tune your text messaging strategy to maximize your click-through rates.

 

4. Ignite Your Messages With Compelling CTAs

When you send a text message to your leads, your primary goal is to motivate those leads to take relevant action. If you’re already a pro at social media or email marketing, you already know that the best way to do that is with a compelling call to action. Your CTAs should offer immediate value to your customers, capture their attention, and encourage them to take action.

For example, your text might end with a simple line like “book an appointment” or “get a free quote.” It should be direct, urgent, and engage your customers to click through to your calendar or website to maximize the returns on your marketing efforts. Instead of using basic phrases like “visit our website,” opt for a more personalized message, such as, “Visit our website today to learn more about our HVAC services.” Remember: You want customers to follow the directions in your CTA, so keep it short and simple.

 

5. Keep Your Links Short

You might use text messages to send your leads to review sites, your scheduling calendar, or your primary website. No matter where you’re linking to, every character counts, especially when your messages are limited to 160 characters. 

Keeping your links short can open up valuable message real estate, so you can create more powerful text messages that convert more leads. After all, links are powerful tools. You want as many people to take the invitation as possible, so make sure your links are helping you do that.

Shorter links have higher click-through rates, since longer links can distract from the message and look spammy. Depending on your messaging service, longer links might also result in multiple messages, driving up your SMS costs. 

To keep your links short, use a free URL shortener like Bitly. Or, if your marketing budget allows, invest in a branded link service to boost your CTR even more.

 

Using SMS and Email Marketing Together

Even though text messaging has incredible click-through rates, our clients often tell us that email marketing feels safer—especially if they’ve already been using it effectively. However, combining your email marketing efforts with SMS marketing can have a dramatic impact on your bottom line.

While SMS messages are great for short, precise, straight-to-the-point messages, email suits a wider range of purposes. HVAC companies can use emails for several reasons, including:

  • In-depth information about products and services
  • Promotions and coupons
  • Meaningful, detailed content 
  • Feedback or action requests
  • Building, establishing, and maintaining a community

If you’re already running a successful email marketing campaign, turn up the heat with SMS messages. Smart Insights found that sending a follow-up text to your customers after sending an email can increase email open rates by 30 percent. When you combine both channels, you can quickly boost your engagement and retention rates. This can be game-changing, especially if you’re using emails to gather reviews, schedule appointments, or promote your HVAC services.

 


 

Take Your HVAC Company to the Next Level With Text Messaging

SMS marketing is changing the game for HVAC companies. Combined with email marketing, text messaging gives you the perfect opportunity to engage with your customers through a multichannel approach. 

Of course, you’ll need time to strike the right balance for your business, and it might take some trial and error to figure out the best channels for lead generation. It’s not a question of SMS marketing vs. email marketing—it’s a question of what your leads are looking for and how you can deliver it. Our team is here to help you answer that question and launch an effective SMS marketing campaign for your HVAC business. And feel free to contact us to learn more about the review-generation campaigns we run for clients using SMS marketing.

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