How Advertising HVAC Financing Options Can Attract More Business

Offering financing to your customers is a great way to grow your business. Providing an additional payment option helps attract new customers, and it can help existing customers afford new systems or upgrades. Plus, the convenient monthly payment options give you an easy way to upsell — upgrades that bring in thousands of more dollars for your business are only a few extra dollars a month for your customers.

However, when it comes to offering financing, one key strategy is often overlooked: advertising your financing options. Existing and potential customers won’t know you offer financing if you don’t tell them, and it doesn’t hurt to remind those who do.

Why Should You Advertise HVAC Financing Options?

Your customers come to you because of your business’s reputation. Your team does quality work, and it’s known around town. So why would you need to advertise the financing options you offer?

Word of mouth can be a great way to attract new business, but it’s not the primary way people get information anymore. In fact, 84% of consumers don’t have an HVAC company in mind before they start their search. These consumers don’t have prior knowledge of your quality of work, reputation, or payment options.

And considering HVAC is often an emergency expense, even with a word-of-mouth referral, payment options could be one of the top factors customers consider. Bankrate’s annual study found that 59% of Americans do not have the money for a $1,000 emergency expense, and consumers spend an average of $908 on HVAC services.

Offering HVAC financing can help convert up to 30% more customers, but potential and existing customers need to know you offer it. That’s where advertising HVAC financing comes in.

How to Advertise HVAC Financing Options

The easiest way to advertise your HVAC business’s financing options is to incorporate it into your current marketing strategies. If you’re still working on building marketing strategies for your HVAC business, we have some great resources.

Add Information to Your Website

Your website may not be the first place you think of for advertising your HVAC business. The primary function of your website is to provide information about your business to potential and existing customers. But it’s still an advertising tool. The information on your website does double duty: it tells your customers about your business, but it also advertises your services. Customers use the information on your website to determine if your business is the right fit. And one of the determining factors could be whether or not you offer financing options.

There are a few different places you can advertise financing on your website. We recommend adding financing information to at least one of the following:

• FAQ page
• Specials/discounts page
• Services page(s)
• Footer (bottom of your website)
• Standalone financing page

These are the places your customers are most likely to look for information about financing, so advertising it on these pages will benefit both you and your customers.

Post on Social Media

Social media may seem like an overrated tool for your business, but its popularity is only going to grow. Forbes research found that 24% of adults across all generations use social media as their primary search engine. It’s not much different than using Google — you search for businesses, then look through posts and reviews on the social media profile to find more information instead of, or before, going to the business’s website.

Posting about your financing options on social media can help attract customers as they look for an HVAC business. But your current customers may be interested in financing, too. Knowing financing options are available can provide some relief to customers who know they’ll need a new system soon or are considering adding upgrades.

You can also add a link or button to your social media profile(s) that directs customers to information about your financing options.

Send Emails Strategically

Advertising financing options to your existing customers is never a bad idea. You never know who may be looking for them, so consider adding a mention in your marketing emails.

The best emails to include financing options in are ones looking to re-engage existing customers or convert customers who have shown interest in your business. Don’t include financing options in appointment confirmation or reminder emails — these emails should be informational only. However, you could send an email that touches on prepping for their appointment, and advertise financing options there.

Advertise in Other Ways

Advertising financing options doesn’t have to be complicated. It can be as simple as adding “We Offer Financing” to your existing advertisements, such as print, radio, and video ads. If you advertise your HVAC business on your vehicles, you could even advertise financing there as well.

The Bottom Line

Offering financing to your customers isn’t enough — you need to promote it, too. While offering it to customers during the job can result in bigger tickets, you’re missing out on opportunities to grow your business even more. Advertising HVAC financing options using one of the strategies above can help you reach more customers, and your reach will only grow the more you advertise it.