What the Top HVAC Companies Do to Prepare for a Busy Summer

As the summer kicks off, HVAC business owners know what’s coming: hotter days, service calls piling up, and a race to keep up with demand.

But here’s the thing — while most of your competitors are coasting into the season, hoping warm weather alone will bring in customers, the top-performing companies are already setting the groundwork. They're not waiting. They’re actively preparing.

And that’s what separates the good from the great.

Canadian summers haven’t exactly been predictable the past few years. How do you make sure your company is set up to have the best summer yet, regardless of the temperatures? 

If you want to make the most of the busy season — and not just ride it out — now’s the time to take action.

Below are five simple but powerful marketing tune-ups you can do this month to boost your sales now and set yourself up for a packed summer schedule.

  1. Google Business Profile: Don’t Just Set It and Forget It 

When’s the last time you updated your Google Business profile? If you’re like most contractors, it’s been a while.

Setting up a profile is just the starting point. To actually show up higher in local searches and attract more calls from homeowners, Google needs to see that your business is active, engaged, and reputable.

Here’s what you can do right now:

  • Double-check that your business name, address, and phone number match exactly across your website, directories, and Google Business Profile. Even slight differences can negatively impact your rankings. 
  • Add your services as “Products”  — it helps with visibility.
  • Post an update at least once per month
  • Make it part of your process to ask customers for a Google Review after every completed job
  1. Google Local Service Ads (LSA): Increase Service Calls 

Google LSA (aka “Google Guaranteed”) is one of the most cost-effective ad options available — you're only charged for actual leads, and the verification badge builds trust fast.  

If you’re not running Google LSA, now is a great time to start the verification process so you’re ready to capitalize on the demand spike this summer. If you are running LSA, make sure you’re not just letting them run on autopilot. 

Here’s how to keep them optimized:

  • Regularly update the lead status of any recent phone calls so you’re only getting charged for real leads, and so Google continues to prioritize your listing
  • Ask for reviews. Google reviews give your potential customers peace of mind and make it more likely for them to choose you over another HVAC pro!
  • Add new photos to keep your listing fresh
  • Review your budget — with warmer weather ahead, search volume will pick up and you want to make sure you’re spending enough

This is one of the fastest ways to get new customers who are actively searching for your services. 

  1. Re-Engage Past Customers and Unsold Leads

Reaching out to your existing database of leads and customers is your best chance at increasing sales. Often, I hear my clients say they don’t want to bother people – I promise you this is an unfounded fear that is keeping you from making money from people that want your services. You’re doing them a disservice by not helping them with their problem, or maybe even having them end up hiring someone who won’t do a good job. So, make that list, and start reaching out with emails, texts, and phone calls.

Here are some outreach ideas that work:

  • Reach out to unsold estimates — “were you still looking for a new heat pump so you could save money on your energy bills?” 
  • Provide some maintenance tips to ensure their AC or heat pump is ready for the summer
  • A pre-season special for service or installs

In any outreach, you’ll be most successful if you can offer an incentive to move forward now, and remind homeowners that they don’t want to be dealing with a broken AC in a heatwave this summer.

If you do get any negative feedback, just say it was an oopsies by your marketing team. We’ll happily take the heat! 

  1. Get Ahead on Social Media 

It’s easy to put social media on the backburner when you’re busy. Prepare now by scheduling a handful of posts for the next few months.

A few good ideas:

  • Highlight recent 5-star customer reviews
  • Share helpful maintenance tips
  • Profile your technicians and office team 

Even one post per week keeps your business looking active and trustworthy when potential customers do their homework.

  1. Facebook Ads: Stay Busy Even When Search Volumes Dip

If you’re in a lull right now, you’re not going to drive any business from Google. Milder temperatures mean search volumes are way down. Luckily, Facebook Ads is a channel that doesn’t require hot weather to perform. Instead of crossing your fingers and hoping the phone rings when the sun comes out, you can be proactive about getting in front of homeowners and getting direct appointments. 

You don’t need a huge budget to get started. With as little as $10/day, you can start running awareness ads — video content is especially powerful — to stay visible and top-of-mind.

If you're ready to generate real leads, go a step further:

  • Run lead gen campaigns that promote rebates, financing, or special offers for installations
  • Make sure your form filters out tire-kickers by asking upfront if they’re a homeowner and within your service area

With the right strategy, Facebook can deliver high-quality leads — before the heat even hits.

Final Thoughts

These are the moves that high-performing HVAC companies are making right now to lock in a successful summer season.

Even if you implement just one or two of these ideas this month, you’ll start seeing results — more leads, more installs, and a head start on your competition.

Don’t wait for the heat. Go make the phone ring now! 

--Krystal Hobbs

 krystal@reflectivemarketing.com

 

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