Marketing for HVAC, plumbing, roofing and other home services

Why home service leads go cold

In home services, a lead is often a phone call, and it comes while your crew is on a roof, under a sink or driving. A homeowner with no heat rarely waits. They call the next company.

Owners often think they catch more calls than they do. In a 2019 study of 1,000 calls to 94 US home service businesses, owners guessed they answered 97% of calls. They actually answered 66% (Service Direct, 2019). Web quote requests sit in inboxes too. Firms that tried to reach a web lead within an hour were nearly 7 times as likely to qualify it as firms that waited an hour longer (Harvard Business Review, 2011). More on speed to lead.

What we run for a home service company

• Missed-call text-back. A missed call gets a text from your company name right away during texting hours (9am to 8pm in the caller's time zone, not before noon on Sundays), with a link to book. Late-night calls get it at 9am.
• A reply to every quote request in under 60 seconds. A text from 9am to 8pm, an instant email otherwise, with a link to pick an estimate time. Texts only go to people who opted in or contacted you first. See lead follow-up.
• A quote page with online booking for estimate visits, plus a tap-to-call button for urgent jobs.
• Meta ads in your own ad account. 30+ ad versions a month. You pay Meta directly. We never mark up ad spend.
• Videos made for your company. 12 a month. Our creators record them speaking as your company, and your techs send phone clips from jobs, with the homeowner's OK.
• Reminders, follow-up and a weekly report on calls, missed calls, quote requests, booked visits and cost per booking.

You own the ad account, the page, the lead data and every video.

Meta's special rules for home repair ads

Meta lists housing repairs under its Housing special ad category. Those ads must cover at least a 15-mile radius, can't target ZIP codes, and can't be aimed by age or gender. Many roofing, HVAC and plumbing ads may fall into it. We set the right category from the start. Financing ads can fall under another category, so we check those too.

Meta also bans ads that hint at a viewer's personal traits, such as their money situation. So we talk about the job and the offer:

• Yes: "Fall furnace tune-ups in [City]. Pick a time online." "Clogged drain? Same-week openings in [City]." "Free roof inspection, with photos and a written quote."
• No: "Behind on bills? Finance your new roof." "Can't afford to fix your AC?" No ads made to look like a bill, and no storm scare tactics.

Video ideas for home services

• "What a furnace tune-up actually includes." A host walks through your checklist.
• "How we quote a roof." Your estimator's photos from a real inspection, and a host explaining each step up to the written quote.
• "Meet the tech who's coming to your house." A 15-second phone intro from each tech.
• "Call a plumber, or fix it yourself?" A host sorts 5 common problems into "try this first" and "call us."

Plan around the seasons

HVAC gets slammed in the first heat wave and the first cold snap, so we push tune-ups in spring and fall and save budget for the rush. Roofers get busy after storms, so we keep storm ads ready to turn on. Plumbers see frozen pipes in winter, and cleaners see spring cleaning and move-outs.

How pricing works

Our main plan covers everything above: $1,500 a month for our first 5 clients this November (Founding Partner), then $2,500 a month plus a $1,500 setup fee (Growth). Both have a 3-month minimum. Ad spend is separate, paid to Meta; we usually suggest $1,000 to $2,000 a month. See pricing.

The booked-estimate guarantee

We agree on the target before you sign, based on your ad budget and your first step, like a free estimate. It goes in your agreement. Miss it in your first 30 days of ads, and month two's fee is waived.

Questions

What is missed-call text-back?

It's an automatic text sent when nobody picks up. The caller gets a message from your company with a way to book, so they don't call the next number.

How do HVAC companies get more leads?

Start with the leads you already get. Answer or text back every call, make it easy to book an estimate online, then run ads for planned work like tune-ups and replacements.

Do Facebook ads work for plumbers and roofers?

They fit planned work best, like inspections, replacements and tune-ups. For emergencies, people tend to search Google, which our Domination plan covers.

Do you come out to our job sites?

No. Our creators record for your company, and your techs send phone clips.

Do you only work with home services?

No. We also work with med spas, salons, fitness studios and gyms. Hypely is an Iowa company that works remotely with businesses across the US.