When you run an HVAC contracting business, it’s important that you have a reliable lead generation strategy to ensure a constant stream of clients and consistent cash flow.
You need to be where your future clients are when they’re looking for HVAC services. As more people are searching for local service businesses online, you want to make sure you’re capturing these HVAC leads.
For many HVAC contractors, the ins-and-outs of online marketing – such as website development, SEO, online advertising, or directory listing – can be time-consuming, or worse, unproductive.
Thankfully, there’s a growing number of lead generation services you can use to attract potential clients:
|
Exclusive Leads |
Lead Verification |
Lead Source(s) |
|
|
HomeAdvisor |
No |
Yes |
Website form and third-party data sources |
|
CraftJack |
No |
Yes |
Prospects submit projects on vendor’s website |
|
Home Improvement Leads |
No |
Yes |
Prospects request quotes on vendor’s website |
|
HomeYou |
Yes |
Yes |
Prospects submit requests on vendor’s website |
|
SalesGenie |
No |
Yes |
Vendor’s vetted database |
|
Angie’s List |
No |
N/A |
Prospects request quotes on vendor’s website |
|
Thumbtack |
Yes |
Yes |
Prospects submit leads to vendor’s website |
|
Goodzer |
Yes |
Yes |
Prospects set up calls via vendor’s website |
|
ServiceDirect |
N/A |
Yes |
Prospects submit leads to vendor’s website |
|
99 Calls |
Yes |
Yes |
Prospects visiting contractor’s website |
Figure 1: How each pay-per-lead website handles lead generation, verification, and distribution
Tips For Selecting the Best HVAC Lead Generation Service For Your Business
Lead generation services have a variety of packages and pricing structure. They generate, distribute, and verify leads differently and here’s what you should consider in order to select the best option for your business:
Where Are the Leads Coming From?
If you have been paying attention to your conversion rates, you’d likely notice that some lead sources (Google Adwords, Facebook ads, organic searches, website inquiries, referral) are sending you higher quality leads than the others.
Keep track of where your converting leads come from to help you focus your sales efforts and resources on lead sources that generate the highest ROI.
It’s worth keeping in mind that some pay-per-lead vendors source their leads from third-party databases. They’re essentially buying and re-selling leads without investing much in the lead generation effort so you may be paying more money for less qualified leads.
What’s the Vendor’s Lead Distribution System?
Some vendors sell one lead to a few contractors (“shared lead”) and some sell one lead to only one contractor (“exclusive lead.”)
Exclusive leads are typically more expensive than shared leads. However, the competition is lower and you’re more likely to win the business.
If you’re just starting out or don’t have the time and resources to spend on sales calls, buying exclusive leads may yield a higher ROI.
If you have more time and resources to compete for new businesses, e.g., when business is slower or when you’re expanding rapidly, shared leads could work well because you can buy more leads for the same price.
However, keep in mind that when you buy shared leads and compete with other contractors for the same job, you may get into a bidding war that could negatively impact your profit margin.
Are the Leads Verified?
Going after bad leads is a waste of time and resources. Working with vendors that verify the leads before selling them to you means you can focus your efforts on prospects that are most likely to turn into clients.
When you engage a pay-per-lead service, make sure to inquire about its lead verification method.
Some vendors require prospects to answer a detailed set of questions prior to submitting their requests for quotes to ensure that they have a high intention of hiring a contractor.
Vendors that charge by valid call or appointment may even contact the leads on your behalf to make sure they’re ready to start their projects before sending the prospects to you.
In the case where a lead vendor has prospects call you directly, find out how to dispute a lead. Often direct leads are recorded and reported. This allows you and the lead vendor to post-qualify leads. You should not have to pay for unqualified leads.
What’s the Price Per Lead?
If you have a good idea on your conversion rate, knowing the price per lead can help you estimate your acquisition cost and ROI to ensure that your investment is paying off.
Here are the price-per-lead of some of these lead generation service providers:
|
Cost Per Lead |
Notes |
|
|
HomeAdvisor |
$45-$75/shared lead |
Plus $28.99/month |
|
CraftJack |
$27-$40 per lead. |
Get $100 fund when you start receiving leads |
|
Home Improvement Leads |
Depends on program and service area, ranging from $20-$60 per shared lead |
Offers pay-per-lead and subscription programs based on service type and territory |
|
HomeYou |
Depends on the type of service and location |
N/A |
|
SalesGenie |
Varies based on package and industry |
N/A |
|
AngiesList |
N/A |
N/A |
|
Thumbtack |
$7-$11 to send a quote |
Starts at 10 quote package, which gives you a 30% discount |
|
Goodzer |
$40-$110 for each qualified exclusive call |
Pricing varies based on service areas and type of service |
|
ServiceDirect |
Varies based on package and industry |
N/A |
|
99 Calls |
$29.90 per exclusive lead after intro period |
Intro offer: $199 setup and $99/month for first 10 months of unlimited leads |
Figure 2: Price-per-lead comparison
10 Lead Generation Services For HVAC Contractors
Different lead generation services work for different HVAC contractors based on their market, business model, and company size.
Understanding the pros and cons of each provider’s services can help you choose one that’s best for your business:
1. HomeAdvisor
Cost per HVAC lead: $45-$75 per lead.
Additional Cost: $28.99/month.
Lead distribution system: Leads shared by several contractors.
Lead source: Form on the website and third-party data sources.
Pros:
- HomeAdvisor is the largest contractor-matching service and popular among homeowners.
- It has a strong online presence. If you’re starting out, building a good profile on HomeAdvisor can help you get found on Google.
- Some contractors report having purchased good leads from the site.
Cons:
- Leads are sold to multiple contractors so competition is stiff.
- Since it’s free and easy for homeowners to submit a request for quote, some leads may not be ready to start a project.
- Many contractors aren’t happy with HomeAdvisor’s customer service.
- Canceling your subscription and requesting a refund can be a hassle.
Reviews:
Source: Better Business Bureau
2. CraftJack
Cost per HVAC lead: $12-$75 per shared lead.
Lead distribution system: Leads shared by up to four contractors.
Lead source: Homeowners submit requests on the vendor’s website.
Lead Verification System: The vendor’s automated system calls the prospects to verify their information when they submit requests for quotes.
Pros:
- CraftJack’s lead management tool makes it easy for contractors to track prospects and receive text or email alerts on new leads.
- It’s easy to request a credit for a bad lead through the lead management tool.
Cons:
- Using shared leads means you’ll have to compete with other contractors for the same prospects.
Reviews:
Source: Better Business Bureau
3. Home Improvement Leads
Also known as: Modernize (source: Better Business Bureau)
Cost per HAVC lead: Each shared lead costs $20-$60, depending on service package and location.
Lead distribution system: Leads shared by up to three contractors with a national average of 1.5. You can get exclusive leads through the vendor’s subscription programs.
Lead source: The vendor uses online marketing techniques to drive traffic to its website, on which prospects submit requests.
Lead Verification System: Homeowners’ information is verified in real time as they fill out the requests for quotes on the website.
Pros:
- You get notified of new leads in real-time.
- You can set filters for territory, trade, and type of service etc., as well as the number of leads you want to get per week to control your budget.
- Online tool helps you manage leads.
Cons:
- Leads are sold to multiple contractors so competition is high.
- The subscription programs for exclusive leads can be expensive.
Reviews:
Source: Google reviews
4. HomeYou
Cost per HAVC lead: Depends on the type of service and market.
Lead distribution system: Shared and exclusive leads.
Lead source: The vendor drives traffic to its website using online marketing techniques (e.g., SEO,) on which prospects submit their requests for quotes.
Lead Verification System: The vendor verifies the request from each prospect before passing the lead to contractors.
Pros:
- Many contractors have been happy with the leads they receive from this vendor.
- You can get a refund for bad leads.
Cons:
- Price per lead may be higher than some other vendors.
Reviews:
Source: Better Business Bureau
5. SalesGenie
Cost per HAVC lead: Depends on package and solutions.
Lead distribution system: Shared leads.
Lead source: The vendor gathers data from a variety of sources, including Yellow Page directories, new business filings, daily utility connections, press releases, corporate websites, annual reports, user-generated feedback, and more.
Lead Verification System: The vendor calls all the leads before selling them to contractors.
Pros:
- SalesGenie constantly updates its database with new prospect information, including consumers and businesses.
- The vendor offers a full suite of marketing tools and services, such as direct mail, email, phone-dialer, and mobile app.
- You can upload your customer data to the system to find prospects that are similar to your ideal client and therefore more likely to convert.
Cons:
- The full-service approach can be more expensive than other pay-per-lead services.
Reviews:
Source: G2 Crowd
6. Angie’s List
Cost per HAVC lead: It’s free to set up a profile. You can pay to advertise on the site.
Lead distribution system: Shared leads.
Lead source: Potential clients search for contractors on the website.
Lead Verification System: N/A
On May 2, 2017, Angie’s List was purchased by IAC/InterActiveCorp, owner of HomeAdvisor. IAC plans to merge Angie’s List and HomeAdvisor into a new publicly traded subsidiary known as ANGI Homeservices. Source
Pros:
- It’s a popular website among homeowners who are looking for contractors so you can get exposure to a lot of potential clients.
- Vendors with good reviews can get high-quality leads from the site.
Cons:
- There are many vendors listed on the site so it’s hard to stand out.
- Often times vendors have to advertise to get listed on the first page of search results, which can become costly.
- Angie’s List was acquired by HomeAdvisor. They share a lead-pool so you may get duplicate leads if you’re paying for both services.
Reviews:
Source: Sitejabber
7. Thumbtack
Cost per HVAC lead: $7-$11 to send a quote.
Introductory Price: Start with a 10-quote package at a 30% discount.
Lead distribution system: Shared by several contractors.
Lead source: Prospects fill out a form on the vendor’s website.
Lead Verification System: The vendor reviews each lead to make sure the request is legitimate.
Pros:
- The site offers a detailed description of each job or project.
- There’s a large number of homeowners sending requests to Thumbtack.
- You only pay for each quote you send, there are no hidden or additional fees.
- It’s possible to get good quality leads at a low cost if you have excellent reviews and a compelling description of your services on your profile.
Cons:
- Many contractors will receive the same requests so it’s highly competitive.
- Your company’s contact details aren’t visible to potential clients so they can’t contact you directly via your Thumbtack profile.
Reviews:
Source: Better Business Bureau
8. Goodzer
Cost per HVAC lead: $40-$110 per qualified exclusive call.
Lead distribution system: Exclusive leads.
Lead source: The vendor promotes your business online (e.g., paid ads, SEO etc.) and drives traffic to its website, on which prospects submit requests for quotes.
Lead Verification System: You only pay for valid calls.
Pros:
- Goodzer only charges for valid calls with potential clients.
- There are no setup fees, service fees, or subscription fees.
Cons:
- Price per call is typically more expensive than shared leads from other pay-per-lead sites.
Reviews:
Source: Facebook reviews
9. Service Direct
Cost per HVAC lead: Depends on package and service area.
Lead distribution system: Exclusive leads.
Lead source: The vendor builds a website for you and drives traffic to your website using online marketing techniques. Prospects request call via your website.
Lead Verification System: You only pay for valid calls.
Pros:
- You get a search-optimized website to promote your services.
- The vendor only charges you for valid calls with potential clients.
- You can adjust your budget via the online dashboard.
- There’s no contract to sign – you can pause or end your campaigns any time.
Cons:
- Price per call is typically more expensive than shared leads from other pay-per-lead sites.
Reviews:
Source: Google reviews
10. 99 Calls
Cost per lead: $29.90 per exclusive lead after the intro period.
Introductory Price: $199 setup fee. $99 per month for the first 10 months to get unlimited leads.
Lead distribution system: Exclusive.
Lead source: 99 Calls Lead Generation System drives a contractor’s website to the top of search engine results so they can be found by high-quality prospects.
Pros:
-
99 Calls doesn’t share or resell leads so you’ll receive exclusive leads that are more likely to turn into clients.
-
You get a highly optimized website that will rank on the first page of Google to generate long-term results.
-
The service includes listing on several prominent directories and optimizing your Facebook business page. These profiles will be properly set up so you can gain visibility and promote special offers.
- 99 Calls Lead Generation packages guarantee a minimum number of leads per month or your bill is prorated.
-
Free monthly reporting helps you track results so you can maximize your ROI.
Reviews:
Source: Better Business Bureau
Also see:
Google reviews for 99 Calls
Facebook reviews for 99 Calls
Conclusion
HVAC service is a competitive field and you should use all the help you can get to generate high-quality leads for your company.
You may have to test out a few vendors to find the method that works best for your market and business model. Make sure to track the results so you can identify a lead generation service that yields the highest ROI for your business.
Last but not least, don’t forget to optimize the rest of your sales funnel. For example, by honing in on your sales conversation to increase conversion rate and delivering outstanding services so you get more clients from word-of-mouth and referrals.