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Insights and Expertise

Creative marketing of HVAC professionals, it also means scheduling service

calls can be impacted, especially at the start of the summer
strategies for your or winter.

Understanding the needs of the HVAC industry, you can
HVAC customers market the integrated payment solutions you offer, such as
recurring payments to help customers pay for high-ticket
items in installments, subscription payments to help cus-
tomers pay monthly for maintenance, and e-billing, mo-
bile and Level III options for contractors that service com-
mercial and government clients. Providing cash discount
POS solutions for contractors who want to avoid credit
card fees is critical.
Equally important is the integration of back-office solu-
tions that help reduce the amount of time the contractor
must focus on administrative tasks. Marketing how your
accounting, CRM, inventory and other products help free
them from the desk and get them out the door can instill
confidence that you understand their industry and are the
best choice for meeting their unique needs.
Position your value proposition clearly

Marketing your payment solutions and services is key to
getting HVAC professionals to see you as the leading pro-
vider. How you position your messaging for those features
By Jaki Kackert is equally important. Here are examples of how to create
Creative Marketing Consultant enticing value propositions when marketing your services:
arketing a payments business—especially if • Offer instant or same-day deposits to help acceler-
you are an ISO or reseller—to heating, venti- ate your client's cash flow.
lation and air conditioning (HVAC) business
M owners requires a strategic, niche-focused • Reduce friction in collecting payments with inte-
approach. The HVAC industry is rapidly changing, driven grated in-person, online, mobile or email invoicing
by the growing demand for systems that are more energy solutions that speed up the payment acceptance pro-
efficient and run with smart capabilities. cess.
• Offer financing or installment options to help
With an expected growth of over $228 billion, or 5.5 per- HVAC merchants close more sales and build a re-
cent over the next several years, HVAC contractors are curring business.
poised to expand. But with the potential to grow their cus-
tomer base comes the need to run their operations more • Offer competitive, lower processing fees so more
efficiently, including the need to use easy, integrated pay- money stays in the merchant's account.
ments and back-office solutions to streamline communica-
tions and manage customer data. • Integrate field service software (like ServiceTitan,
Housecall Pro, or your own proprietary system)
How you market your services and solutions to this ever- with your payments solution (or show how you
expanding vertical can help ensure you are able to effec- complement their system) to help your HVAC clients
tively gauge the temperature of interest—not too hot or too manage their customer data.
cold—of existing and new clients. Here are several steps Utilize targeted outreach strategies
you and your organization can follow to effectively mar-
ket to HVAC owners and contractors. Digital Marketing—via email, website optimization, social
Know your target audience media, newsletters, online advertising and other online
technologies—is still the most effective way to interact
As with any industry you serve, it's important to under- with existing and potential customers (HVAC profession-
stand the pain points that HVAC professionals are fac- als or otherwise).
ing, and how your business is uniquely qualified to meet
their needs. HVAC contractors face specific challenges Engaging with clients via social media is an affordable
within the industry, as demand increases along with the and effective way to gain exposure within your commu-
cost of systems and servicing. Combined with a shortage nity. Using the Meta Business Suite (Facebook and Insta-
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