Let’s skip the buzzwords and get straight to it: HVAC customer expectations are changing. Fast. But most companies? Still running on old assumptions.
Consumers today are highly skeptical. They’ve seen too many gimmicks, too many “limited-time offers,” and too flashy commercials that didn’t deliver. They’re smart. They do their homework. They read reviews, compare websites, and check social media. In a market where trust is in short supply and a competitor is a stone’s throw away, how you build trust matters more than a magical offer. This shift is changing how homeowners choose HVAC providers and how HVAC providers need to approach their marketing.
To help you win in today’s market, we sat down with Robert Wendt, our senior director of research and strategy , to dig into what really matters to customers in 2025—and where you should be doubling down on your HVAC marketing strategies. From hundreds of interviews, field studies, and new consumer behavior data, here are the top five marketing trends shaping HVAC marketing strategies in 2025 and how to use them to grow your HVAC business.
1. Customers Don’t Care Who Owns the Company
Legacy? Family-owned since 1983? It may feel good to say, but most people just want cold air and peace of mind. They’re thinking, “If you can come out and fix my issue fast and save me money, I’ll go with you.” Today’s consumer is making fast decisions. If you look legit, sound legit, and show up on time, you’re already ahead. The old family-owned playbook? 80–90% of companies are still running with it. But it’s time to lead with something else: honesty, speed, and reassurance.
2. Storytelling Still Wins—But Only if It’s Real
Consider this. As HVAC experts, you’re not just fixing systems or repairing a technical system. You’re saving Thanksgiving dinner. You’re keeping a baby’s room warm. You’re helping someone host their kid’s birthday party without skipping a beat. That’s the stuff people remember. That’s why people call. But most ads? They’re overloaded and forgettable. You’ve seen them– fast, flashy, and way too loud. It makes consumers think, “too fast, too much, too good to be true.” Instead of cramming everything into 15 seconds, try this: Put the homeowner at the center. Use real stories, like testimonials. Get out of the gimmick game. When done right, storytelling equals trust.
3. Cheap Creative Costs You More
A sure-fire way to lose a customer before they call? Have an outdated website. “If your website looks unpolished, people assume your work is too,” says Robert Wendt. In 2025, production quality matters. Why? Because this generation of consumers is used to seeing polished brands everywhere. And, because they are skeptical. They trust what they find themselves. So don’t make it easy for them to disqualify you with a clunky homepage or blurry video. Invest in clean, branded creative. You’ll pay for it either way—might as well pay up front instead of losing jobs later.
4. Digital is the New Word of Mouth
Your next customer likely isn’t asking their neighbor for a recommendation anymore. They’re Googling. They’re scrolling reviews. They’re checking if you have more than 12 followers. “Digital is showing up higher than word of mouth in more and more of our studies,” says Robert. This shift is generational—Millennials and Gen X are running the homeowner market now. If your online reputation isn’t tight, you’re not even in the running. Time to button it up with a landing page that feels reliable and a social media presence that feels intentional.
5. People Want Reassurance, Not Discounts
That $49 tune-up? Feels like a trap. Customers today are vetting you on how fast you can show up, whether your price is fair, and if you can guarantee peace of mind after the job is done, especially if it’s a bigger job. “They would rather forgo a discount if you give them a buttoned-up warranty,” explains Robert. People aren’t just buying a system—they’re buying confidence that it won’t break tomorrow. Talk about your warranties. Your memberships. Your track record. That’s what moves the needle.
So… what should HVAC companies actually do to get ahead in 2025?
Here’s Robert’s final tip: Take care of your house first.
1. Track your key performance indicators
Before you invest more in marketing, make sure you’re tracking the right stuff. How many leads came in last month? Where did they come from? What converted? What didn’t? If you’re not looking at the data, you’re flying blind—and in today’s market, that’s a recipe for stalled growth. If you’re working with marketing vendors—like media buyers, ad agencies, or direct mail partners—make sure they can back up their results with matchback data. That’s how you know which campaigns actually drove leads or sales. If you’re not looking at the numbers, you’re flying blind. And in this market, that’s a fast way to stall out.
2. Make sure your ad budget is aligned with your goals
If you’re bringing in $1 million in sales, you should be spending about 3–7% of that on marketing. That’s your Ad-to-Sales Ratio (ASR)—and it’s not just a metric, it’s your momentum. When that number is dialed in, your marketing is in sync with your growth goals. Too low, and you’re starving your pipeline. Too high, and you might be overspending to chase leads that never convert. Know your number, and let it guide your strategy, whether that’s investing in top, mid, or bottom funnel channels. Take a look at a regional AC company that took this advice and saw a 37% revenue increase year-over-year.
3. And while you’re at it, get serious about service agreements
People love a “set it and forget it” experience. That’s where maintenance plans and membership perks come in. Think bundled services, priority appointments, exclusive offers—make it feel like a no-brainer to stick with you. These agreements don’t just keep equipment running; they keep customers coming back. You’re building loyalty. Preventing churn. Creating a consistent, predictable revenue stream. It’s one of the most powerful moves you can make heading into 2025.
FAQs: HVAC Marketing Trends in 2025
Q: How can HVAC businesses grow in 2025?
A: Focus on building trust through better creative, clear post-sale reassurance, and loyalty-driving service agreements. And always track your Ad-to-Sales Ratio (ASR).
Q: What is ASR in HVAC marketing?
A: ASR (Ad-to-Sales Ratio) is a key metric: your total advertising spend divided by the revenue it generated, multiplied by 100. It helps you budget smarter and grow more predictably.
Q: Why is creative so important in HVAC advertising?
A: Because it’s the first impression. Today’s HVAC customers are skeptical—they vet companies online. A strong website, real testimonials, and well-produced videos build the trust you need to win more jobs.
