Residential: How to Use Telemarketing to Bridge the Off-Season Gap

For many HVAC contractors, the off-season presents a persistent challenge: how to keep the job flow consistent when demand naturally wanes. Alex Van Leeuwen, owner of HVAC Marketers, shared actionable strategies at SMACNA’s 81st Annual Convention, outlining how contractors can use telemarketing — specifically text message marketing — to bridge this seasonal gap.

“The off-season can feel like a waiting game, but it doesn’t have to be,” Van Leeuwen says. “With the right approach, you can tap into your existing customer list to generate consistent work, no matter the time of year.”

LEVERAGING YOUR BEST ASSET: THE CUSTOMER LIST
Van Leeuwen emphasizes that a company’s customer list is its most valuable resource. “Your previous customers are your best future customers,” he says. “They’re already qualified — they know your brand, trust your work and are more likely to respond positively to outreach.”

One of the key advantages of text message marketing, he explains, is its unparalleled engagement rate. While email marketing averages an open rate of just 20% and a response rate of 6%, text messages boast a staggering 98% open rate and a 45% response rate. “The difference is night and day,” he notes. “When you send a text, your customer sees it within seconds — unlike an email that might sit in a crowded inbox for hours or even days.”

THE SPI APPROACH TO TEXT MESSAGING
Success in text message marketing depends on how you craft your messages. Van Leeuwen uses the “SPI” approach to help HVAC contractors optimize their outreach:

1. Short: Keep messages concise to ensure they’re quick to read and understand.
2. Personal: Address customers by their first name and make the text feel conversational, not automated.
3. Intriguing: Use wording that creates a sense of urgency or scarcity, such as “a few remaining coupons.” Avoid discussing pricing upfront to spark curiosity.

For example, a simple message like:

“Hi Nicole, it’s Alex from ACME Air. We have a few remaining coupons for fall tune-ups. Would you be interested?”

This can generate responses such as: “Sounds great, I’m in!” or “Yes, please, are there any left?”

“It’s like printing money in the off-season,” Van Leeuwen quips.

BEST PRACTICES FOR SUCCESS
Van Leeuwen shared best practices to maximize results:

• Segment Your List: Remove recent customers and those with active maintenance agreements to avoid irrelevant offers.
• Rotate Offers Seasonally: Focus on offers that generate demand, such as seasonal tune-ups, heater safety inspections or smart thermostat installations. Avoid offers that depend on specific weather conditions.
• Assign Ownership: Designate a team member to manage the campaign, respond to inquiries and upsell services like maintenance agreements or indoor air quality solutions.

NAVIGATING REGULATORY COMPLIANCE
One important consideration is regulatory compliance. Van Leeuwen notes that the FCC’s A2P 10DLC guidelines require businesses to register their messaging campaigns and allow customers to opt out. “You have to include an opt-out option, but you can keep it conversational,” he advises. For example: “BTW, if you don’t want to receive texts, just say ‘STOP.’”

IMMEDIATE STEPS TO TAKE
To get started, Van Leeuwen recommends starting small with a segment of 1,000 customers. “Use the exact messaging templates I suggest, field responses diligently and track the results,” he says. “Once you see how effective it is, you can scale up.” 

For HVAC and sheet metal contractors looking to combat unpredictable job flow and leverage their existing resources, text message marketing offers a game-changing solution. As Van Leeuwen concludes: “This strategy isn’t just about bridging the off-season gap; it’s about building a year-round connection with your customers and ensuring they think of you first when they need HVAC services.”