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Terramand

Growth plan · HVAC

Marketing for the HVAC company, built around your season.

Growth strategy, local SEO, and maintenance-plan reactivation built around HVAC's real seasonality — not a generic marketing template.

Peak season
Summer (Jun–Aug)
Typical ticket range
$150–$12,000+ depending on service call vs. full system replacement
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What we hear

The problems HVAC owners bring us

  • Shoulder-season revenue valleys in spring and fall, when neither heating nor cooling demand is urgent, but overhead doesn't drop with it

  • Maintenance-agreement attrition at renewal, with no automated save sequence to catch a lapsing member

  • No-cool and no-heat emergency calls get shopped across three competitors in the same afternoon on price alone

  • Replacement-vs-repair close rate swings wildly depending on which tech happens to answer the call

  • Manufacturer warranty registration and rebate paperwork eating tech time without a system to track it

What’s available

The upside sitting on the table

  • A maintenance-agreement base becomes a recurring-revenue engine once renewal and lapsed-member reactivation are automated

  • Same-day and emergency-service messaging captures the highest-urgency searches at the exact moment of pain

  • Financing offers move stalled system-replacement conversations forward

  • Smart-thermostat and indoor-air-quality add-on attach rate on every service call

  • Pre-season tune-up campaigns fill the shoulder-season valley before it happens instead of reacting to it

Why we do it this way

We write both columns down before we propose anything, because a plan for a HVAC company only holds up if it starts from this trade’s real failure points — not from a keyword tool or another agency’s template.

Benchmarks

We won't print a number we can't stand behind.

Plenty of agencies publish industry averages scraped from someone else's blog. These slots stay empty until they're filled with figures from real Terramand engagements — and when they are, they'll say where they came from.

Average service call ticket

$—

Industry benchmark placeholder — replaced with your actual numbers during your Growth Diagnostic.

System replacement average ticket

$—

Industry benchmark placeholder — replaced with your actual numbers during your Growth Diagnostic.

Maintenance agreement renewal rate

—%

Industry benchmark placeholder — replaced with your actual numbers during your Growth Diagnostic.

Lead-to-booked-job rate

—%

Industry benchmark placeholder — replaced with your actual numbers during your Growth Diagnostic.

How they search

This is what a customer types thirty seconds before they call somebody.

Intent is not one keyword. It's an emergency query at 2am, a comparison query on Saturday, and a financing query the week after. The plan has to answer all three.

  • ac not cooling emergency near me
  • furnace making noise before winter
  • hvac maintenance plan cost
  • best time to replace ac unit
  • heat pump vs furnace cost
  • emergency ac repair same day

Example query patterns for illustration — your actual demand map is built from keyword and inquiry data gathered during onboarding.

The funnel

Where HVAC jobs get won — and dropped.

Each stage has its own failure mode. Most companies fix the top and wonder why the calendar didn't change.

Why we do it this way

We map every stage before spending on the top of it, because pushing more leads into a stage that drops them just raises the price of every job you do book.

  1. Visitor

    Stage 1 of 6

    Homeowner searches 'ac not cooling' or clicks a maintenance-reminder email.

  2. Lead

    Stage 2 of 6

    Submits a form or calls after hours; captured by instant lead alert or after-hours coverage.

  3. Qualified

    Stage 3 of 6

    CSR confirms system age, symptom, and service area fit within the five-minute response window.

  4. Appointment

    Stage 4 of 6

    Same-day or next-day slot booked; tech-on-the-way SMS sent automatically.

  5. Quote

    Stage 5 of 6

    Tech diagnoses on-site; repair-vs-replace quote presented with financing option if applicable.

  6. Customer

    Stage 6 of 6

    Job completed, review request triggered, and maintenance-plan enrollment offered.

Illustrative funnel shape — the taper is geometry, not measured drop-off. Your real stage conversion rates get measured in the diagnostic.

Your calendar

Seasonality is the plan, not a footnote.

We build the year backwards from your peak — pre-season demand capture, in-season capacity protection, off-season database work.

  1. Summer (Jun–Aug)

    Peak cooling demand and no-cool emergencies; highest ad competition and CPCs of the year.

  2. Winter (Dec–Feb)

    Peak heating demand and no-heat emergencies; second-highest volume window.

  3. Spring (Apr–May)

    Shoulder-season valley — best window for proactive maintenance and replacement campaigns before summer heat.

  4. Fall (Sep–Oct)

    Shoulder-season valley — pre-winter tune-up and maintenance-plan renewal push.

Campaigns we’d run

  • Spring / Fall

    Beat the Season Tune-Up Push

    Maintenance-plan renewal and pre-season tune-up offer ahead of peak heating or cooling demand, with a financing mention for replacement leads.

  • Summer / Winter peaks

    No-Cool / No-Heat Emergency Capture

    Search and LSA campaign targeting same-day emergency intent keywords with an instant-response guarantee.

  • Spring / Fall shoulder

    Shoulder-Season Maintenance Fill

    Email, SMS, and direct mail campaign filling the spring and fall valley with proactive maintenance bookings.

Illustrative campaign concepts for this trade — the actual calendar is built from your capacity, crew count and margin by service line.

The build

What we'd run for a HVAC company

Pulled from the same five-stage system — sequenced for this trade.

Why we do it this way

These are sequenced, not bundled. Each one hands the next stage a warmer lead — paying to make the phone ring only pays off when what happens after the ring is built to book the job.

HVAC

Let's talk about your HVAC company.

A person replies within one business day. We review your public website and listings before the call, then spend thirty minutes on what we found. No obligation.

Request a strategy session

A thirty-minute conversation with a person. No obligation.