Webinar Outline: HVAC Social Media Deep Dive — How to Generate Leads (Not Just Likes)


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

  • Quick intro to All Contractor Marketing
  • Who this webinar is for:
  • HVAC owners, office managers, marketing coordinators
  • What attendees will walk away with:
  • A simple social strategy that generates leads
  • What to post (and why it works)
  • How to turn views into booked jobs
  • How to measure ROI


2) The Truth About HVAC Social Media (5–7 min)

  • Social media is not “extra” anymore — it’s part of trust building
  • Most HVAC companies fail because they:
  • post randomly
  • only post promotions
  • never show real people/work
  • don’t include CTAs
  • Key mindset shift:
  • Social media = visibility + trust + follow-up
  • Social doesn’t replace Google — it supports it and increases conversions


3) How Social Media Actually Generates HVAC Leads (8–10 min)

Explain the real lead flow.

The HVAC Social Lead Path

  1. Someone sees your content
  2. They recognize your brand later (Google search, referral, truck wrap)
  3. They check your reviews / website
  4. They call or message

Key point:

  • Most social leads are “delayed leads” (trust over time)


4) The Best Platforms for HVAC Lead Generation (10–12 min)

Break down platforms by purpose.

Facebook

  • Best for local awareness + community trust
  • Great for promotions, reviews, community posts
  • Best for: homeowners 30–65+

Instagram

  • Best for visual proof + branding
  • Great for before/after, team content, reels

TikTok

  • Best for reach + authority (if consistent)
  • Great for educational short videos

YouTube (optional but powerful)

  • Best long-term lead engine
  • Builds authority fast
  • Great for: “How much does X cost?” topics

Google Business Profile (honorable mention)

  • Not traditional social media but behaves like it
  • Posts + photos increase trust and conversions


5) HVAC Content That Converts (The Core Deep Dive) (20–25 min)

This is the money section.

The 5 HVAC Content Buckets (with examples)

  1. Proof of Work
  2. installs, service calls, ductless, replacements
  3. “What we found” posts
  4. Education
  5. maintenance tips
  6. “what this noise means”
  7. “when to replace vs repair”
  8. Trust & Authority
  9. reviews, certifications, awards
  10. team spotlights
  11. “meet the tech”
  12. Community & Local
  13. local events, school support, sponsorships
  14. weather-based posts
  15. Offers & Lead Drivers
  • seasonal tune-up specials
  • financing promos
  • maintenance plan promotions

Key rule:

  • 80% trust/value content
  • 20% promotions


6) The HVAC Social Posting Plan (So It’s Actually Sustainable) (10–12 min)

Give them a repeatable system.

Simple weekly posting schedule

  • 2 Proof posts (jobsite photos/videos)
  • 1 Educational post
  • 1 Trust post (review/team/cert)
  • 1 Offer post OR community post

Recommended minimum consistency

  • 3–5 posts per week
  • 2–4 short videos/reels per week (if possible)


7) How to Turn Social Traffic Into Leads (10–15 min)

This section makes it a true “lead gen” webinar.

What your social profile MUST include

  • Clear service area
  • Phone number + website
  • “Request service” link
  • Business hours
  • Trust indicators (licensed/insured, years in business)

CTAs that work in HVAC

  • “Call now to schedule”
  • “Message us for availability”
  • “Book a tune-up”
  • “Get a free estimate”
  • “Comment ‘AC’ and we’ll send pricing ranges”
  • “DM us ‘FINANCING’ for options”

Social lead capture tools

  • Facebook Lead Forms
  • Messenger automations
  • Text-to-book links
  • Simple landing pages for offers


8) Paid Social Ads for HVAC (What Works and What Doesn’t) (12–15 min)

Set expectations and prevent wasted spend.

What paid social is best for

  • tune-up promotions
  • maintenance plans
  • seasonal specials
  • reactivation campaigns
  • brand awareness

What it’s NOT great for

  • emergency “near me” intent (Google wins here)

Winning HVAC ad formats

  • short video ads (15–30 sec)
  • before/after carousel
  • testimonial/review ads
  • “offer + deadline” ads

Basic HVAC paid social funnel

  • Ad → Lead form / landing page → follow-up → booked job


9) The Follow-Up System (Most HVAC Social Leads Are Lost Here) (8–10 min)

Explain why follow-up speed is everything.

The 5-minute rule

  • speed-to-lead under 5 minutes increases booking dramatically

Best practices

  • call + text immediately
  • automate confirmation texts
  • 3-day follow-up cadence
  • after-hours reply plan


10) Tracking ROI: How to Know Social Media Is Working (8–10 min)

Make this practical.

Metrics that matter

  • messages
  • calls
  • lead form submissions
  • booked appointments
  • cost per lead (if running ads)

Simple tracking methods

  • unique landing page links
  • tracking phone number
  • ask every caller: “how did you hear about us?”
  • track brand search lift (people Googling your company name)


11) Common HVAC Social Media Mistakes (5–7 min)

  • only posting promotions
  • inconsistent posting
  • stock photos only (no real proof)
  • no CTAs
  • no video content
  • not replying to comments/messages fast
  • no local/community presence


12) Live Examples / Case Studies (Optional but Powerful) (8–12 min)

  • show 3–5 example posts that work
  • show 2–3 ads that work
  • show “bad vs good” HVAC posts
  • show a simple weekly content calendar

13) Q&A (10–15 min)


14) Announcement of Next Webinar "HVAC Online Listings — Why They Matter and How They Generate Leads" and link to register