The last thing HVAC contractors want to do is turn their services into a commodity, therefore value-driven marketing strategies are increasingly important in today’s competitive market. Instead of competing solely on price, HVAC contractors should focus on messaging that highlights quality workmanship, reliability, and long-term value through energy efficiency and cost savings. Educating homeowners and businesses on the importance of proper installation, maintenance plans, and system longevity helps shift the focus from price to performance.
Colleen Keyworth, vice president of sales and marketing at Online-Access, Inc., said this is important for contractors to remember, especially now during the shoulder season.
“March happens every year, but contractors act like it's the biggest surprise,” she says. “It's one of those things where they'll start undercutting [prices]. I don’t feel like any contractor should have to do a $59 tune-up just to get a call. Yes, getting in the house is always good — but do you have underscore your prices and kill your RO just to make that call? It’s that old-school mentality, and one I think contractors should avoid.”
Sometimes when contractors are thinking of an incentive for a marketing campaign, they immediately gravitate toward a cheap service, Keyworth adds. And some contractors ignore the opportunities right in front of them with their existing customer database.
“There are other things we can promote, such as inspections, IAQ services, water heaters, and generators — what are we doing to promote these services in the shoulder season?” she explains. “Because not everybody is going to have a heating or air conditioning need during that time.”
Instead of devaluing their services, the best marketing strategy HVAC contractors should focus on is their brand — all day long, Keyworth notes.
“You have to be able to translate the value — so much goes into a decision-making process that contractors don’t even think about,” she says. “Brand is a large part of it. I would rather choose the well-established company. I would rather choose the one that looks nice and is insured. And you know what, I don’t bat an eye too much when I have to pay maybe $2,000 more because I'm not paying the one truck Chuck handyman. There's just an innate acceptance of you're getting better value. Unfortunately, we do a horrible job of educating our customers on what the value of our services is and what the difference is. Homeowners are more likely to engage and feel better about making an investment if they actually know that they're getting more out of it.”
Some of the best ways to communicate your value is by letting customers know what you do for training. Are your technicians NATE-certified? Are you licensed and ensured? Contractors can also set themselves up as the trusted expert by educating customers on the latest industry trends and regulations. For example, if a customer has an older system using R-410A, explain the current HFC refrigerant phasedown and what it means for them. Give them options. You can touch on the latest deregulation activity by the U.S. Environmental Protection Agency (EPA), but make sure to explain that the actions promoted by the EPA have not yet changed any current regulations that affect the HVACR industry.
“At Vincent’s Heating & Plumbing (a family business run by Keyworth’s uncle), we have a 100% satisfaction guarantee,” Keyworth says. “We even say if the customer is not 100% satisfied with your install, we will literally come back, take it out, and give all the money back. A lot of people are afraid to do that, but honestly, nobody else is drawing that line in the sand. At the end of the day, if the customer is not satisfied and being a pain, it’s actually easier to do this. Very few of these actually get to this point, I think we’ve only done it one time, and we were happy to do it when we did.”
Financing options are also a key area to promote since financing has become a must-have for contracting businesses, Keyworth adds.
“These are not even purchases most of the American people want to make,” she says. “Nobody has a jar not on their windowsill that says, ‘just in case my AC breaks’ next to their trip to Paris fund. Having those options and presenting good, better and best allows them to understand what they can afford based on their budget.”
Long story short, by emphasizing expertise, quality service, and customer trust, you can attract the right clients without undercutting your worth. Focus on professional branding, clear communication, and educating homeowners on the long-term benefits of choosing a reputable contractor. When you position your business as a trusted authority rather than a discount provider, you not only protect your margins but also build a loyal customer base that values quality over price.
