Shift Your Focus:

Get Ready for AC Season and Increase HVAC Bookings

By Dipa Gandhi

 

 

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As the temperatures rise, HVAC contractors in northern states face a crucial shift in demand from heating services to air conditioning repairs and installations. While winter might have been your peak season, summer brings its own set of opportunities — provided you’re prepared to take full advantage. The key to increasing your bookings and boosting revenue lies in shifting your marketing efforts, adjusting your service offerings, and optimizing your Google presence to reflect this seasonal change.

Adjust Your Google Business Profile

When the weather warms up, many customers will start thinking about their air conditioning needs. HVAC contractors who still list their services as primarily heating-related on their Google Business Profile (GBP) risk missing out on local AC-related searches. By switching your service category to emphasize air conditioning services, you make your business more visible to potential clients actively seeking cooling solutions.

Here’s how to update your GBP:

• Update your primary category: Switch from "Heating Contractor" to "Air Conditioning Contractor" or "HVAC Contractor" to reflect your seasonal services.
• Adjust your business description: Highlight your AC services, such as installation, repair, and maintenance. This ensures customers see your expertise in cooling systems right away.
• Add relevant photos: Include images of your technicians working on AC units or showing completed installations to build trust and credibility.

Changing your GBP category helps potential customers find you when they search for air conditioning services in their area. It’s a simple step that can have a big impact on your visibility, leading to more inquiries and bookings.

Leverage Google Ads for Seasonal Services

Google Ads offers a powerful tool for targeting specific services, but to truly benefit from paid advertising, HVAC contractors must shift their focus to air conditioning-related campaigns. Transitioning your ad spend from heating services to AC repairs and installations is key during the warmer months.

Tips for optimizing your Google Ads campaigns:

• Target AC keywords: Focus on high-intent keywords like "AC repair near me," "air conditioning installation," or "emergency AC service."
• Seasonal ads: Use ad copy that emphasizes the urgency of getting AC services before the summer heat kicks in. “Stay Cool All Summer Long with Professional AC Repair” can be a strong call-to-action.
• Location targeting: Make sure your ads are focused on specific regions within your service area where the demand for cooling services is higher.

By honing in on these specific services, you ensure your ads are reaching the right audience and providing them with relevant information. Plus, targeting local searches for AC services means you're catching potential customers right when they need you.

Plan for Increased Demand

With temperatures rising, air conditioning needs will surge, and HVAC contractors need to be prepared for the increased demand. This means adjusting your scheduling and ensuring your technicians are ready to handle more AC-related service calls.

Key considerations for managing summer demand:

• Boost your scheduling: Offer flexible hours for AC repairs and maintenance. Evening and weekend appointments can attract more customers who need service outside of traditional working hours.
• Communicate wait times: As demand increases, make sure to manage customer expectations by clearly communicating estimated wait times for appointments. Transparency here can prevent dissatisfaction.
• Stock up on parts: Ensure you have a sufficient inventory of common AC parts, such as filters, capacitors, and fan motors. This reduces delays when a customer’s unit requires immediate repair.

These steps help you stay organized during the busy season and maintain a high level of customer satisfaction, which is key for repeat business and positive word-of-mouth.

Encourage Reviews to Build Trust

As you transition your services to focus more on AC, it’s essential to reinforce your reputation as a reliable, trustworthy HVAC contractor. Online reviews can be a powerful tool to build trust with new customers who are searching for service providers they can count on.

How to encourage positive reviews:

• Ask satisfied customers: After a successful AC repair or installation, reach out to your customers and ask them to leave a review on Google. Positive reviews will help you stand out when potential customers are searching for AC services.
• Follow up: After an AC installation or repair, send a thank-you email and include a link to your Google profile. Make it easy for them to leave a review with a direct link.
• Highlight reviews in your marketing: Showcase your positive customer feedback on your website and social media platforms. This adds credibility and helps build trust with potential clients.

Satisfied customers who leave glowing reviews are one of your best marketing tools, especially as they’ll be the first to vouch for your expertise when a potential client is deciding which HVAC contractor to trust.

Conclusion

As the summer months approach, HVAC contractors in northern states should be ready to shift their focus from heating services to air conditioning repair and installation. By adjusting your Google Business Profile, optimizing your Google Ads campaigns, preparing for increased demand, and leveraging customer reviews, you can ensure that your business stays top of mind when customers need AC services most. These proactive steps will not only help you increase bookings but also build long-term customer loyalty in a competitive market.