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Why Your Calls Are Not Turning Into Sales (How To Find Holes In Your Customer Journey)

Why Your Calls Are Not Turning Into Sales

Imagine your potential customer's journey as a series of funnels. You start with a huge population that you know could benefit from your HVAC services. Some of those people see an advertisement you posted online - they are through to the next funnel.

Next, some of those people decide to call for a consultation - another funnel completed. And finally, the phone consultation turns a potential customer into a paying customer!

But if each of those steps isn't optimized you could be losing out on potential business -and money. For example, if your HVAC company can't convert calls into sales you could be reducing the number of people through the funnel.

As a full-service HVAC marketing agency, we help companies like yours to identify interruptions in the customer journey and produce solutions to fix them!

Keep reading to learn more about HVAC marketing and how to turn calls into sales.


Let's take this step by step. First, comes marketing. You need to identify your target customer and build a marketing strategy tailored for that population.

For example, if you're marketing your HVAC services to male and female homeowners over age 35 in Florida you might use a different strategy than if you were marketing to landlords and property managers of apartment buildings in Texas.

Based on what you know about your target customer you can choose where you want to advertise and what you want to say. For HVAC marketing you will probably be using a combination of local home services marketing, Facebook ads for HVAC marketing, and other digital marketing channels.


When it comes to marketing content you should be focusing on how to solve a problem. Your customers are going to have a few common reasons for contacting you - HVAC installation, maintenance, and repair. Your content should speak to those items.

Your content needs to be easily accessible digitally. You need a great website that's easy to navigate and that provides useful information in the form of website copy or a blog.

Your Digital Strategy

It's not enough to host a website and write a few blogs. If you want your business to grow and thrive you need a complete digital strategy.

Your digital strategy includes everything from brand development to social media marketing to search engine optimization (SEO). It can also help you ensure your customers are supported through every step of the funneling process.

Optimization and Growth

Once you've built your digital strategy you can think about ways to optimize it. For example, the use of marketing automation. Marketing automation is a way to generate quality HVAC leads while improving your return on investment. Automating the marketing process means more customers through the sales funnel with less work for you and your team.

Hire a Full-Service HVAC Marketing Agency

Feeling overwhelmed by the idea of creating and executing a complete digital marketing strategy? That's okay - we can help you!

Optic marketing group specializes in HVAC marketing, plumbing marketing, and generating HVAC and plumbing leads. We help HVAC companies with each step of the process starting with generating leads through optimizing call strategies and fostering repeat customers. So when you're ready to get started on the first step, marketing, reach out to us to see how our full-service marketing agency can help.

Turning Calls Into Sales

Now that you understand the marketing process, let's review sales calls in more detail. This is a key step in guiding a lead to becoming a customer.

The best way to identify an issue with sales calls is to use a call listening service. Listen and track calls to find out where you and your team could improve. Listening to calls can also provide valuable information about your customers including their most common questions and problems.

Tracking calls allows you to collect data about customer behavior and enhance the customer experience. Optic marketing group offers call listening and tracking services to help your business improve sales calls.

In addition to call listening and tracking you can conduct customer research. Customer research is an organized way to find out why customers did or did not hire you. You can collect this data to inform changes to your call scripts or call strategy.

You can also collect customer feedback for your research through online surveys, phone surveys, social media polls, or customer reviews. All the information you gather can be used to tell you whether your current marketing strategies are working and whether there is an issue with the sales calls.

The Role of the HVAC Technician

We cannot overlook the importance of the HVAC technician. They represent the company and make a lasting impression on the customer. Getting repeat customers depends on a positive first-time experience with a technician.

Here are a few quick tips for your HVAC technicians.

1. Be Professional

Wear your uniform, introduce yourself, and be polite. Having a professional demeanor and attitude can go a long way to building a relationship with the customer and encouraging repeat business.

2. Listen Carefully

Customers want to be heard. And by listening to them you can offer better service as a technician. Ask clarifying questions if you need to but remember that most customers don't know much about HVAC systems.

3. Work Efficiently

As a technician, it's important to manage your time. Work as efficiently as you can to stay on track and make it to every appointment on time.

4. Follow-Up

If your company doesn't already offer a follow-up phone call, consider it. Whether it's the tech or a sales representative, someone should call the customer after their appointment to make sure their expectations were met and to determine whether they need anything else.

Start Working With the Best HVAC Marketing Agency

Hopefully, this information can help you turn calls into sales and identify gaps in the customer experience. Remember that there is always room for improvement and growth for your company.

At Optic Marketing Group we want to help you succeed. We are a full-service HVAC marketing agency with experience helping HVAC businesses. We can provide insights that you won't get anywhere else.

Contact us today to learn more about our services and to get started!

HVAC with hologram businessman concept

Does Traditional Advertising Still Work for HVAC Business?

Does Traditional Advertising Still Work for HVAC Business?

The world of business marketing has changed vastly over the last couple of years; does traditional advertising still work for HVAC businesses? Learn more here!

Marketing your HVAC business effectively can provide spectacular results and massively boost sales revenues. You can build your local presence and ensure customers call your company when they need help rather than turning to a competitor. However, the marketing world seems to change on an almost daily basis.

Busy company owners don't have time to study the latest trends and techniques. This potentially means their business begins to fall behind. For example, is it better to stick with traditional marketing methods or move to an online model? This is when partnering with a full-service HVAC marketing agency can be vital.

Let's dive in and find out how to ensure you get the best results from every advertising campaign. 

Traditional Marketing Strategies

Many HVAC marketing strategies make the mistake of thinking tried and tested advertising methods are now outdated. Instead, there is a rush to using only online marketing techniques, leading to missing out on a large amount of business. Not every customer looks to Google My Business to find their HVAC company, so you need to think about the best ways to reach this other market.

Billboard Advertising

If you look around, you'll still see plenty of companies that advertise on billboards. These boards are so familiar that some people now take them for granted. But, repeated exposure to these ads can lead to people knowing about that business, even if they didn't need their services at that particular moment. 

When the time comes that they need an HVAC company, they'll know your business name and can easily find your details. 

TV Commercials

Home services marketing should reach as many people as possible in the shortest amount of time. It should also be possible to repeat the process, so you create a feeling of familiarity and trust with your target market. Purchasing tv commercial ads is an effective way to make contact with consumers as they relax at home.

Many businesses also leave a television on while their employees work and customers come into their offices. If your advertisement is displaying when there is an HVAC issue in the building, this can be a great way to get new business.

Call Listening

Probably one of the most traditional approaches is listening to what your customers are saying. You can then give them precisely what they want. But, this is easy to overlook in a busy environment. For example, are your staff really meeting your customers' needs? Or, perhaps they are sticking to guidelines that you could update if you knew about the content of the calls?

By investing in a call listening service, you can identify consumer pain points. This helps you to better understand how to provide outstanding service. You can also train staff to ensure they are empathetic and are able to sell your services when a customer calls your office.

Digital Marketing Strategies

Any marketing agency will tell you that having a digital marketing strategy is essential, and this is true. However, not all companies can deliver the results they promise. This is why it is crucial to work with a partner that can provide a range of online advertising services. When combined, these methods can create powerful campaigns that produce a large number of HVAC leads.

Search Engine Optimization 

Search engine optimization (SEO) refers to the process of making your site search engine friendly. This is one aspect of getting your company higher up the organic search rankings. There is also content creation, keyword research, and other crucial aspects. Search engines use algorithms to determine where your site should appear in their listings.

These algorithms change regularly, so it's important to work with a firm that monitors your online presence. They can then amend your strategy at the right times to ensure you remain high in the ranking systems. This is a great way to get qualified plumbing leads because customers will often already have an interest in your services. 

Pay Per Click Advertising

One of the fastest ways to get plumbing marketing leads is to use pay per click (PPC) marketing. This involves identifying words and phrases that consumers use when looking for HVAC services. You can then bid on these words, and potentially appear at the top of the page when people search for an HVAC company.

It's important to carefully monitor your results to ensure your campaign is providing value for money. Performed incorrectly, PPC advertising can quickly become expensive and burn through your advertising budget. 

Social Media Marketing

If you have a precise idea of your target market, you can use Facebook ads for HVAC marketing. It's possible to display your ads to very specific groups of people, and can be extremely cost-effective. You should also post on other social media sites such as Instagram or Twitter to generate further interest. 

Using marketing automation tools, you can schedule your posts ahead of time, allowing them to run on autopilot. These tools can be expensive for a company to buy themselves. But a marketing agency will usually already have access to these automation platforms.

Benefits of Hiring a Full-Service HVAC Marketing Agency

The best HVAC marketing agency combines aspects of both traditional advertising and digital marketing. For example, you may find local print advertisements are better for winning business from nearby companies.

But, businesses who are further away may find it easier to contact you through your social media accounts. Before meeting with you in person, they might also appreciate being able to view videos about your services. This way, they know they are dealing with a reputable company. By combining both marketing strategies, you are giving yourself the best chance of getting more sales meetings.

Contact Optic Marketing Group Today

Optic Marketing Group is a full-service HVAC marketing agency that works closely with you to understand your goals and ambitions. We develop comprehensive marketing strategies that can put you in front of the maximum number of customers. Our expert team aims to provide long-term results. We also target dynamic short-term gains that can quickly get you ahead of the competition.

For a consultation and a free quote, contact the Optic Marketing team today.