When a home’s AC quits in an Arizona summer, the owner does not shop around. They search on a phone, look at the first few companies, and call the one that looks real and picks up. Your job is to be set up for that moment before it happens: a correct Google profile, recent reviews, and a phone that never goes unanswered.
By Barry Scheurweghs, Sureway Marketing, Peoria, AZ
What do HVAC customers do when the AC dies?
I do not have a study to quote, so here is what I see and what makes sense. They search on their phone. They scan a few results. They look at reviews and whether you seem to serve their area. Then they call, and if nobody answers, they call the next one. That sequence is the whole game. Each step is something you can improve.
How should an HVAC company set up its Google profile?
Most HVAC companies go to customers’ homes, so the rules for service-area businesses apply. Google’s guidelines say a service-area business should have one profile for its central office or location with a designated service area, and should hide its address from customers. Google also says a service area should generally not extend more than about two hours of driving from your base. Your name should match your real-world name, with no extra keywords or taglines. Use as few categories as possible, and pick the most specific ones that describe your core business. All of this is in Google’s guidelines for representing your business.
Two more things to check. If you offer emergency or after-hours service, make sure your hours and website say exactly what you do. Do not claim 24/7 unless someone really answers 24/7. Also remember that Google allows only one profile per business, so do not create extra profiles for each city. Our guide on service-area versus storefront profiles explains the difference.
How do I get my website to show I serve each city?
Give each major city you actually serve its own page, written for that city: the services, the neighborhoods you work in, and real details about the work. Do not copy the same page and swap the city name. We explain why in why you need a page for every city you serve. If you are a contractor in the West Valley, see how we work on our marketing for contractors and home service businesses page.
How do reviews help an HVAC company?
Google says more reviews and positive ratings can help your local ranking, and that helpful replies help you stand out (see Google’s local ranking page). Just as important, a stranger with a hot house reads them to decide whom to trust. Ask after every finished job, while the cool air is still a relief. Google lets you ask, and suggests a link or QR code. It prohibits offering discounts or free items in exchange for reviews. Reply to each one with something specific, like the repair or the tech’s name, and do not use the reply to push a promotion.
What if I can’t answer the phone on a roof?
This is where many HVAC companies lose the job. The tech is on a roof, the office is closed, and the customer calls the next company. Options include a person who answers during peak season, a service that answers for you, or an automatic text back to missed calls that gets the customer’s problem and address. Pick one you can keep up with. See missed-call text-back for Arizona leads for how that works.
What should I do in the off-season?
Winter and spring are when you prepare. Ask past customers for reviews. Update your photos, hours, and service list. Fix slow pages and broken forms. Offer tune-ups to existing customers, if that is a service you provide. Do not wait for the first heat wave to find out your profile has the wrong phone number.
What can I do this week?
- Search “AC repair” plus your city on your phone, and see where you show up.
- Check your profile: name, categories, service area, hours, phone number, and website.
- Confirm your address is hidden if you do not serve customers at your office.
- Call your own business line after hours and see what a customer experiences.
- Send review requests to your last 10 happy customers.
- Reply to every review that has no reply.
FAQ
How many reviews do I need?
Google does not give a number. Look at the companies that rank near you and aim to be competitive on both count and how recent the reviews are.
Can I pay Google to rank higher in the map results?
Google says there is no way to request or pay for a better local ranking. Paid ads are a separate product, and I would be happy to talk through whether they fit.
Should I hide my address?
If you serve customers at their homes and do not meet them at your office, Google’s guidelines say to hide it. If customers do come to your location during posted hours, you can show it.
Will this guarantee more calls?
No. It removes common reasons for losing them. The free marketing report shows where your profile and website stand today.
Prefer to talk now? Call or text 602-492-6970.
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Sureway Marketing is a local marketing agency in Peoria, Arizona. Our free marketing report shows you where you stand against your local competitors and how to reach customers within 30 miles of Peoria, so you can plan steady growth over the next six months.
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[…] Also read: how Arizona HVAC companies get ready for AC emergency calls. […]