Marketing for heat pump and HVAC installers
Aerothermal loses more sales to confusion than to price. The buyer is comparing something they already understand — a gas boiler — against something they do not, and the installer who explains it best gets the job. That explanation is a marketing asset and almost nobody has built one.
A 30-minute video call. The audit document and the 90-day plan.
What changes
The buyer asks “is it worth it in my climate” and gets four contradictory answers online.
Demand is brutally seasonal: everyone calls in the first cold week and nobody in May.
Retrofit jobs stall on radiators, insulation and electrical capacity, and the doubt kills the quote.
You compete against installers quoting a boiler that needs no explanation at all.
The sale that dies in the comparison against a boiler nobody has to explain.
Everything here hangs on the comparison page. Not a brochure about heat pumps, but an honest side-by-side against the boiler the buyer already has, including the cases where the answer is that it is not worth it yet. Installers are afraid to publish that page. The one who does gets the enquiry from someone who has already argued themselves into the sale.
How it runs
The honest comparison page
Heat pump against boiler with real running costs, the retrofit conditions that change the answer and the cases where it does not pay yet. It converts precisely because it says no sometimes.
Counter-seasonal content
Publishing in spring for the decisions taken in autumn. The searches move months before the phone does.
Retrofit qualification before the visit
A short set of questions on the enquiry form so your technician does not drive forty kilometres to a house that needs a full radiator replacement first.
Bundling with self-consumption
A heat pump on a solar roof is a different arithmetic and a much better story. If you install both, the pages should say so.
Every service
Content & SEO
Eight technically reviewed pieces a month, aimed at the searches that end in a quote.
Newsletter & CRM
A segmented CRM and three automations that go back for the quotes you already sent.
Social
Real installations on Instagram, the manager on LinkedIn. Measured in enquiries, never in likes.
PR & Media
One article a month in trade media and a third-party appearance every quarter.
Branded & Cases
One documented case per quarter: page, sales PDF and short video, with the real output figures.
Strategy & Data
A quarterly plan and a live dashboard ending in one number: cost per signed installation.
Questions
Will publishing when it is not worth it cost us sales?
It costs you the visits that were never going to close and wins you the buyers who trust the answer. Fewer wasted site visits is a margin improvement, not a loss.
How do we handle the seasonality?
Content and email carry the quiet months and the calendar is planned backwards from the cold week, not reactively during it.
We also install air conditioning and ventilation. Does that fit?
Yes, and it usually shares the same buyer. The pages get split by job type so the enquiry arrives already knowing which one it is about.
Do we need different content for new build and retrofit?
Yes. New build is decided by an architect or developer on specification, retrofit by a homeowner on running cost. Same technology, two different arguments.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.