5 HVAC Market Trends That Will Help Inform Your Next Advertising Campaign

Tracking HVAC industry trends is one thing. Knowing how to use them to your advantage — before they make way for newer ones — is another. 

Read on to learn five disruptive HVAC market trends today. 

We’ll also share how customers and other businesses are responding so that you can lean into the industry response to create timely campaigns.

Projections for HVAC sales

Grand View Research reports that the global HVAC systems market size will increase at a compounded annual growth rate of 6.3% between 2023 and 2030.

Today’s top HVAC market trends include rising repair and maintenance costs, growing industry revenue, adoption of automation tools, increased focus on indoor air quality (IAQ), and more demand for sustainable systems.

What is a trend in HVAC?

A trend in the HVAC (Heating, Ventilation, and Air Conditioning) industry refers to an evolving practice, technology, or development that shapes the way HVAC systems are designed, installed, operated, and maintained.

These trends often reflect the industry’s response to changing customer demands, environmental concerns, and advancements in technology.

  • Rising repair and maintenance costs.
  • Growing industry revenue.
  • Adoption of automation tools.
  • Increased focus on indoor air quality (IAQ).
  • More demand for sustainable systems.

1. High HVAC Repair Costs

The ongoing HVAC spare parts and labor shortage is contributing to rising prices across the HVAC industry, and the repair sub-industry is not left out.

A 2023 Forbes analysis showed that the average HVAC repair costs $410 but can go as high as $5,000 when multiple malfunctioning parts are involved. 

Compared to the average cost of installing a new HVAC system in 2023 ($8,000), fixing a spoiled one is not always the best option.

As a result, customers are exploring alternatives, like purchasing new HVAC systems and opting for extended warranties or maintenance memberships.

What to Do

Prompt customers to exchange their old HVAC systems for cash or vouchers they can put toward replacements.

For instance, you can launch a campaign for customers to trade in their old AC for a discount on purchasing a new one.

In the example below, Raleigh Heating and Air informs customers how much they can gain from trading in their old HVAC systems and encourages them to trade in. 

By making discounts time sensitive, Raleigh creates urgency and FOMO.

Raleigh Heating and Air Coupon
Source: Raleigh Heating and Air

Offer and promote flexible financing options so customers can pay for new HVAC systems at their own pace. 

Gain inspiration from this Facebook post from All Seasons Service Network. 

The post announces that buyers can purchase new systems from them and pay over time. 

It also includes a clear call to action, encouraging readers to call the company or visit its website to access special financing options.

All Seasons Service Network Facebook Post
Source: All Seasons Service Network

With an offer like this, a customer who finds repairing a damaged AC too expensive, for instance, can access pocket-friendly financing options to purchase a new one.

Publish content on preventative maintenance to help customers conduct DIY maintenance on their HVAC systems. 

In the TikTok video below, Adrian Garcia, a HVAC technician teaches freezer and AC owners to save time and money by cleaning their system coils regularly. 

By teaching his audience to DIY small maintenance tasks, Adrian builds trust with them and positions himself top of mind for higher ticket repairs and installs.

@reliablehvacr Rinsing the coils is a good habit, I can't tell you how many times I've gone behind companies or even our guys to find a dirty coil as the problem #reliablehvacr #hvacr #tools #hvaclife #hvacarmy #hvachacks #refrigeration #wefixthingsaroundhere ♬ original sound – Reliable HVACR

Source: ReliableHVACR

Aside from social media content creation, you can also explore other techniques, like sending a maintenance checklist to your mailing list or using it as a website lead magnet. 

Don’t forget, also mention you offer preventative maintenance services for clients who’d rather outsource.

Advertise maintenance memberships or extended warranties

Consider Estes Services, for instance — they offer two HVAC maintenance membership plans, which include discounted repairs and diagnostics, post-repair warranties, and more.

Estes Services Memebership Plans
Source: Estes Services

2. Growing Industry Revenue

The HVAC industry is growing rapidly. According to a Grand View Research report, the global HVAC systems market size hit $136.3 billion in 2022. 

The report also projects that this figure will increase at a compounded annual growth rate of 6.3% between 2023 and 2030.

HVAC System Market
Source: Grand View Research

Some other noteworthy HVAC industry statistics are the size and growth projection of the geothermal HVAC market. In 2019, for instance, the global geothermal heat pump market size was $9.4 billion, and this figure is expected to grow by 7.2% between 2020 and 2027.

Several factors are fueling this HVAC industry growth including: 

  • Inflation.
  • The number of HVAC businesses in the market (over 145,000).
  • Higher customer interest in new HVAC systems.

What to Do

Launch or update your geothermal solutions page to meet growing customer demand

Take Morland Heating & Air, for instance — considering the spike in homeowners’ interest in geothermal solutions, the brand’s corresponding landing page highlights its team’s geothermal expertise and years of experience.

Morland Geothermal Solutions
Source: Morland Heating & Air

You can go a step further to create search engine ads, social media promotions, or Google Business Profile offers to attract more customers and drive geothermal sales.

In this TikTok video, Holtzople Heating and Air Conditioning showcased its newly installed geothermal unit, using a trending sound and relevant hashtags to boost its reach.

@holtzoplehvac Harnessing the power of the Earth! Our Geothermal Installation is complete, tapping into the renewable energy beneath our feet for year-round comfort and a reduced environmental impact. 🌿🌍 Install Team: Shane & Andrew #Holtzople #HoltzopleHeatingandAirConditioning #HVAC #heatingandcooling #hvaclife #hvactech #maryland #pennsylvania ♬ I think you dropped something my JAW – Mari

Source: Holtzople Heating and Air Conditioning

If you anticipate any price increases, update your customers and encourage them to take advantage of current prices

This approach will show customers that you have them in mind while also giving you a sales boost. 

You can send this update across your most active channels — email newsletter, Facebook page, company blog, and more.

For example, in 2021, the HVAC industry saw a series of price increases among top manufacturers like Trane and Lennox

Subsequently, Magic Touch Mechanical published a blog post analyzing the price increases and forewarning their customers about the potential for prices to spike even further in 2022.

Magic Touch Air Conditioner Prices Blog Post
Source: Magic Touch Mechanical

Advertise discounts and special offers on new appliances or installation fees to gain a competitive edge and stand out to customers

Beyond the typical approach of publishing special offers on your website, you can attract more business by promoting them on your Facebook or Instagram page (see Big Bear Heating and Air example below).

Source: Big Bear Heating and Air

3. Increased Adoption of Automation Tools

The use of automation tools is one of the less-talked-about HVAC industry trends, but it’s one that’s worth considering for companies looking to outsell competitors in an increasingly saturated market.

Customers have gotten so used to faster response times and service delivery that anything less would mean losing them to competitors. As Shep Hyken rightly put it in a Forbes article, “Today’s customer has a need for speed.

Subsequently, more and more HVAC companies are automating processes like scheduling, invoicing, and notifications with SaaS software. Between 2021 and 2022 alone, the HVAC software market grew by $61.2 million.

Some HVAC businesses also streamline operations and boost customer satisfaction with different automation software like field management, inventory management, online booking systems, and marketing automation.

What to Do

Add a scheduling button to your Facebook page and include it in your post or paid ad CTAs.

This lets customers book services instantly without leaving Facebook to visit your website or whipping out their phones to call you.

The following screenshots show how ET HVAC Services LLC. pulled this for their special Memorial Day Offer, using the Facebook Book Now tool

ET HVAC Services Facebook Booknow Button
Source: ET HVAC Services LLC.
Et Hvac Facebook Post
Source: ET HVAC Services LLC.

Working with a booking tool like Acuity Scheduling or Calendly, allows appointments to sync to your Facebook page or include a link in your posts to speed up appointment scheduling.

For example, Wake Forest HVAC Company placed a Calendly scheduling link in the caption of the Facebook post below to avoid the back and forth of finding a time to meet.

Wake Forest HVAC Facebook Post
Source: Wake Forest HVAC Company

Use social media management software to track and respond to company mentions and customer comments quickly

Apart from post scheduling, a tool like Buffer or Hootsuite can notify you whenever someone tags your company or comments on your posts. These notifications help you quickly see and respond to relevant mentions and tags.

See the Airtech24 Heating & AC Service example below. The business made an Instagram post and appears to have missed replying to a service inquiry in the comments section. Avoid a similar scenario by adopting a tool with social monitoring features.

Source: Airtech24 Heating & AC Service

4. Increased Focus on Indoor Air Quality (IAQ)

With respiratory health becoming a top priority post-pandemic, residents and office workers have become more interested in indoor air quality (IAQ). 

Between 2019 and 2021 alone, the residential air purifier market — one of the largest IAQ solution industries — grew from 15 to 21 million units, indicating increasing consumer demand.

Residential Air Purifier 2019 2021 Bar Graph

Also, in 2022, the Honeywell Healthy Buildings Survey showed that 72% of office workers were worried about the air quality in their buildings. 62% of the survey respondents even said they’d quit if their employer didn’t do something to create a healthier indoor environment.

What to Do

Create or update your IAQ services page, emphasizing the health, safety, and convenience/comfort benefits to attract health-conscious HVAC market segments.

In the following example, PV Heating & Air features the advantages of its IAQ solutions in a landing page and drives conversions using a clear CTA and contact form.

PV Heating Air Services
Source: PV Heating & Air

The brand combines its landing page strategy with blogging and social media marketing to educate readers, build brand awareness, and attract leads.

PV Heating Air Social Media Marketing
Source: PV Heating & Air

5. More Demand for Sustainable HVAC Systems

Smart thermostats, air-source heat pumps, solar HVAC units, DEVap air conditioners — you name it. Customers want energy-efficient and eco-friendly IAQ systems to save on electricity bills and preserve the environment.

And since the US Department of Energy (DOE) announced new energy-saving regulations in early 2022, consumers have become even more interested in these greener, more sustainable HVAC solutions.

The following data sets put current HVAC sustainability trends into better perspective:

  • 3 in 5 consumers would pay for more eco-friendly solutions (which use less energy and are more cost-effective in the long term). 
  • 8 in 10 people say a home’s energy efficiency became more important to them between 2021 and 2022.
  • In 2021, the global smart thermostat industry hit a $2.6 billion valuation, and analysts expect this number to grow to $25.5 billion by 2030.
HVAC Sustainability Trends

What to Do

Promote renewable energy HVAC installation services

For example, Cinergi specializes in intelligent heating, charging, and energy systems.

In this Facebook post, the brand mentions installing a new air source heat pump for a client, highlighting its energy-saving benefits.

Cinergi Facebook Post
Source: Cinergi

Its caption also includes a CTA prompting potential customers to inquire about getting a similar system.

Market your maintenance, repair, and upgrade expertise for these modern HVAC systems across your key channels — website, Facebook page, brochures, and more

For example, this Instagram post promotes Airmark Air Conditioning Inc.’s thermostat upgrade services.

Airmark Instagram Post
Source: Airmark Air Conditioning Inc.

The graphic design helps potential customers visualize how a thermostat fits into their lives. The post caption also outlines some benefits of upgrading to a smart thermostat and positions Airmark as an ideal vendor.

You can make the most of this strategy by offering a service fee discount to attract customers looking to upgrade their manual thermostats to smart ones. Or, you can go the Plumbing Doctors route of creating a short “before and after” upgrade video to generate demand.

Plumbing Doctors Tiktok
Source: Plumbing Doctors

Educate your existing and potential customers on ways to reduce energy consumption

This will show existing and potential clients that you are concerned about their well-being, not just the profit you stand to gain from them. 

Gillette Heating and Air is one good example. The brand uses embedded YouTube videos to educate site visitors on ways to keep their home energy efficient.

Gillette Youtube Video
Source: Gillette Heating and Air

Make the Most of Market Trends but Don’t Ignore the Foundation

Industry trends often indicate supply and demand realities, so done right, “trend-jacking” can yield incredible results, from improved brand reputation to higher demand for services. 

But beyond using trends to your advantage, you still need a customized marketing plan that highlights your unique positioning and is deeply rooted in customer research. That way, even when you can’t hop on trends, the brand you’ve built will still attract patronage and command customer loyalty.

Need help building marketing campaigns that match today’s trends yet deliver evergreen value? Lokal can help!

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