Webinar Outline: HVAC Marketing Plan

How to Make Your Marketing Maximize Revenue By Matching Seasonal Demand

1) Welcome + What You’ll Learn (3–5 minutes)

  • Introduction to All Contractor Marketing (ACM)
  • Who this webinar is for:
  • HVAC owners and GMs
  • operations managers
  • office managers and marketing coordinators
  • What attendees will learn:
  • how to build a seasonal HVAC marketing plan that drives revenue
  • which services to promote in each season
  • how to avoid “random marketing” and plan ahead
  • how to balance repair, maintenance, and replacement campaigns
  • how to create predictable lead flow and avoid slow-season panic

2) Why HVAC Marketing Must Be Seasonal (5–8 minutes)

  • HVAC demand is seasonal by nature
  • The biggest mistake contractors make:
  • running the same marketing all year
  • waiting until slow season to react
  • Key concept:
  • you don’t just market to get leads
  • you market to maximize revenue at the right time
  • Goal of seasonal planning:
  • higher close rates
  • better lead quality
  • higher average ticket
  • better technician utilization

3) The HVAC Revenue Calendar (High-Level Overview) (8–10 minutes)

Break down the year into HVAC “money seasons.”

  • Spring: tune-ups + pre-season installs
  • Summer: emergency repair + replacement surge
  • Fall: tune-ups + pre-season heating installs
  • Winter: heating repair + replacement + IAQ interest

Key takeaway:

  • your marketing message should match what homeowners are already thinking about

4) The HVAC Seasonal Marketing Framework (10–12 minutes)

Introduce a simple planning model.

The 4 Campaign Types HVAC Companies Need

  1. Maintenance and tune-up campaigns (volume + retention)
  2. Repair campaigns (high-intent lead capture)
  3. Replacement campaigns (high ticket revenue)
  4. Membership campaigns (stability and recurring revenue)

Key takeaway:

  • each season should include a mix of these, but with different priorities

5) Building Your HVAC Marketing Plan (Step-by-Step) (10–15 minutes)

A practical roadmap attendees can follow.

Step 1: Set revenue goals by season

  • target monthly revenue
  • set install targets
  • set membership growth targets

Step 2: Match capacity to demand

  • technician availability
  • install crew capacity
  • dispatch and call center readiness

Step 3: Choose seasonal campaign focus

  • decide which offer and service is the priority each season

Step 4: Choose channels

  • Google Ads / LSA
  • SEO
  • social media
  • email and SMS
  • direct mail
  • online listings and reviews

Step 5: Set tracking and KPIs

  • leads
  • booked jobs
  • cost per booked job
  • close rate
  • average ticket
  • membership conversions

6) Spring HVAC Marketing Plan (March–May) (12–15 minutes)

Spring is preparation and pipeline building.

Primary goals

  • book tune-ups early
  • generate install leads before peak season
  • build maintenance plan membership
  • improve reviews velocity

Best campaigns

  • AC tune-up promotions
  • “prevent breakdowns” messaging
  • early bird replacement offers
  • financing awareness

Best channels

  • email/SMS to past customers
  • social media content and short videos
  • Google Ads for tune-up and install keywords
  • direct mail to targeted neighborhoods

7) Summer HVAC Marketing Plan (June–August) (12–15 minutes)

Summer is urgency, speed, and maximizing revenue.

Primary goals

  • dominate repair intent searches
  • maximize booked calls
  • capture replacement demand fast
  • avoid wasted spend and unqualified leads

Best campaigns

  • emergency AC repair campaigns
  • “same day service” messaging
  • replacement campaigns with financing
  • retargeting for install leads

Best channels

  • bottom-of-funnel Google Ads
  • Local Services Ads
  • Google Business Profile optimization (photos, posts, reviews)
  • reputation strategy (reviews after every call)

Operational reminder:

  • marketing can’t outperform poor call handling
    answer rate and speed-to-lead matter most in summer

8) Fall HVAC Marketing Plan (September–November) (12–15 minutes)

Fall is the second biggest opportunity season.

Primary goals

  • fill schedule with heating tune-ups
  • prevent winter emergencies
  • generate install leads before winter
  • maintain revenue consistency after summer peak

Best campaigns

  • furnace tune-up promotions
  • safety inspection messaging
  • heat pump and furnace replacement offers
  • maintenance plan push

Best channels

  • email/SMS reactivation
  • direct mail to homeowners (pre-winter)
  • Google Ads for heating tune-up + repair
  • social proof campaigns (reviews and team content)

9) Winter HVAC Marketing Plan (December–February) (12–15 minutes)

Winter is heating urgency and long-term relationship building.

Primary goals

  • capture heating repair demand
  • increase average ticket through IAQ and upgrades
  • drive replacement leads for failing systems
  • keep demand stable during unpredictable weather

Best campaigns

  • furnace repair and emergency heat
  • “no heat” campaigns
  • financing promotions for replacement
  • IAQ campaigns (humidifiers, air purification)

Best channels

  • Google Ads repair keywords
  • SEO service pages (no heat, furnace repair)
  • remarketing to website visitors
  • email offers to membership base

10) The “Slow Season” Strategy (How to Stay Booked Year-Round) (10–12 minutes)

Teach them how to avoid the seasonal dip.

How to create demand when it’s slow

  • tune-up campaigns
  • membership conversions
  • reactivation campaigns to past customers
  • duct cleaning / IAQ offers
  • referral campaigns

Key takeaway:

  • slow season isn’t a marketing failure
    it’s a planning failure

11) Promotions That Work (and Promotions That Hurt Profit) (10–12 minutes)

Promotions that work

  • tune-up specials with upsell path
  • “diagnostic fee applied to repair”
  • membership-first offers
  • financing-first replacement offers

Promotions that hurt

  • deep discounts that attract price shoppers
  • confusing coupons
  • offers that don’t match the season

Key takeaway:

  • the best offers attract buyers, not bargain hunters

12) The Seasonal HVAC Marketing Calendar (Template) (8–10 minutes)

Provide a simple model calendar.

  • monthly campaign theme
  • weekly content plan
  • ad strategy by season
  • email/SMS cadence
  • review and listing activities
  • direct mail schedule

Optional:

  • offer attendees a downloadable calendar template

13) Tracking + Optimization (8–10 minutes)

What to track weekly

  • booked jobs by service type
  • close rate by campaign
  • cost per booked job
  • lead quality by channel
  • capacity utilization

What to adjust monthly

  • budget allocation
  • offer performance
  • keyword and targeting changes
  • landing page improvements

Key takeaway:

  • seasonal marketing is not “set it and forget it”
    it’s planned and adjusted

14) Q&A (10–15 minutes)

15) Announce Next webinar, "HVAC Data Dashboard & Analytics — Measuring Results to Maximize Return on Investment" and provide link to register.