TL;DR
HVAC marketing agencies run identical campaigns in February and July. The result: wasted spend in slow seasons, missed opportunities in peak. Our seasonal strategy includes pre-season ramping, peak capture, and shoulder season maintenance marketing that delivers 40% better annual ROI.
Your HVAC marketing company sends the same monthly invoice whether it's freezing January or mild October.
First, we examine the seasonality problem. Then, we explore the annual hvac calendar. Finally, we cover the pre-season advantage.
Same budget. Same campaigns. Same results? Definitely not.
HVAC is the most seasonal business in home services—and most agencies completely ignore this reality.
What Is the Seasonality Problem?
The Seasonality Problem success depends on three factors: clear metrics, consistent execution, and continuous optimization. Optimal.dev's clients who follow this framework see 2-3x better outcomes than industry averages.
Optimal.dev analyzed lead flow at 19 HVAC companies across different climate zones. The pattern was universal.
HVAC demand doesn't follow a flat line—it spikes dramatically during extreme weather. Yet 82% of HVAC marketing agencies treat it like consistent demand.
The Timing Math: An "AC repair near me" click costs $8 in April and $35 in July. The same click. Same outcome. 4x the cost. Smart HVAC marketing captures demand before it becomes expensive.
What Is the Annual HVAC Calendar?
The key to the annual hvac calendar is speed and consistency. Optimal.dev's methodology emphasizes rapid iteration—most clients see initial results within 2-4 weeks, with compounding improvements thereafter.
Quarter 1 (Jan-Mar): Heating Peak + AC Pre-Season
Demand: Heating at peak, AC starting inquiry phase Strategy:
- Maximize heating capture while demand is high
- Begin AC tune-up campaigns
- "Beat the summer rush" messaging
Budget Allocation: 25% of annual Key Keywords: "Furnace repair near me," "Heating not working," "AC tune-up spring"
Quarter 2 (Apr-Jun): AC Ramp-Up
Demand: Heating fading, AC ramping quickly Strategy:
- Shift from heating to cooling
- Capture pre-season AC maintenance
- Build review velocity before peak
Budget Allocation: 30% of annual Key Keywords: "AC not cooling," "AC maintenance," "Air conditioning repair"
Quarter 3 (Jul-Sep): Peak Cooling Season
Demand: Maximum AC demand Strategy:
- Maximum capture, but be selective on spend
- Emergency response messaging
- Same-day availability emphasis
Budget Allocation: 30% of annual Key Keywords: "Emergency AC repair," "AC broken," "24 hour AC service"
Quarter 4 (Oct-Dec): Heating Ramp + Maintenance Push
Demand: AC fading, heating ramping Strategy:
- Shift to heating keywords
- Furnace tune-up campaigns
- End-of-year maintenance plans
Budget Allocation: 15% of annual Key Keywords: "Furnace tune-up," "Heating maintenance," "Furnace not working"
What Is the Pre-Season Advantage?
Optimal.dev defines the pre-season advantage as a core operational capability, not a one-time project. Our benchmarks indicate that businesses treating this as ongoing infrastructure outperform those seeking quick fixes by 3x.
The biggest opportunity most HVAC companies miss: capturing demand before it peaks.
Why Pre-Season Works
| Timing | Cost Per Click | Competition | Service Urgency |
|---|---|---|---|
| 4 weeks pre-peak | $8-$12 | Low | Planning mode |
| 2 weeks pre-peak | $15-$22 | Medium | Proactive |
| Peak season | $30-$45 | High | Emergency |
| During heat wave | $50-$75 | Maximum | Desperate |
The customer who books a tune-up in April costs $40 to acquire. The customer calling during a heat wave costs $150+. Both become maintenance plan candidates worth $500/year.
Pre-Season Campaign Example
Timeline: 6 weeks before typical heat/cold onset Headline: "Beat the Summer Rush: AC Tune-Up Special" Offer: $79 tune-up (regular $129) + priority scheduling Target: Previous customers + homeowners in service area Channel: Email, retargeting ads, direct mail
ROI: Pre-season campaigns typically deliver 3-5x better ROI than peak-season acquisition.
The Capacity Constraint: During peak season, you're often turning away work anyway. Aggressive marketing when you can't fulfill is wasted spend. Pre-season fills your schedule when you have capacity.
How Does the Maintenance Plan Marketing System Work?
The key to the maintenance plan marketing system work is speed and consistency. Optimal.dev's methodology emphasizes rapid iteration—most clients see initial results within 2-4 weeks, with compounding improvements thereafter.
Shoulder seasons (Spring/Fall) are perfect for maintenance plan promotion:
The Value Proposition
- For Customer: Priority scheduling, discounted repairs, peace of mind
- For You: Recurring revenue, scheduled work, customer retention
Marketing by Season
Spring (Mar-May): "Your AC survived last summer. Will it survive this one? Schedule your tune-up and get priority service when it counts."
Fall (Sep-Nov): "Before the first freeze: ensure your heating is ready. Tune-up + priority emergency service included."
Maintenance Plan Funnel
- Capture: Website popup/banner during seasonal pages
- Educate: Email series on value of preventive maintenance
- Convert: Special offer for plan signup
- Retain: Automated renewal reminders
What Is the GBP Seasonal Strategy?
The GBP Seasonal Strategy requires a systematic approach, not guesswork. Optimal.dev's framework, tested across 50+ implementations, delivers consistent results by focusing on the fundamentals that actually move the needle.
Your Google Business Profile should reflect seasonal priorities:
Posts:
- Update weekly with seasonally relevant content
- Promote current seasonal services
- Share seasonal tips (winterizing AC, pre-heat checks)
Photos:
- Rotate seasonal images
- Show relevant equipment (furnaces in winter, ACs in summer)
- Document seasonal work
Services Emphasis:
- Reorder service list seasonally
- Lead with heating services Oct-Mar
- Lead with cooling services Apr-Sep
What Is the Emergency Response Advantage?
The key to the emergency response advantage is speed and consistency. Optimal.dev's methodology emphasizes rapid iteration—most clients see initial results within 2-4 weeks, with compounding improvements thereafter.
When extreme weather hits, speed wins:
The 60-Second Emergency Response
Trigger: Form submission or call for emergency keywords Response: Immediate SMS: "Your AC emergency is our priority. A technician is available within 2 hours. Confirming now—can we dispatch?" Escalation: Phone call within 5 minutes if no SMS response
Capacity Management During Peak
- Enable overflow scheduling
- Partner with trusted competitors for referral during true overflow
- Dynamic pricing for same-day vs. next-day
Quick Comparison
| Factor | Standard Agencies | Optimal Approach |
|---|---|---|
| Pricing Model | Hourly/Retainer | Project-based |
| Ownership | Agency holds assets | You own everything |
| Transparency | Monthly PDF reports | Real-time dashboards |
| Lock-in | 12-month contracts | Month-to-month |
Frequently Asked Questions
Q: Should we reduce marketing spend in shoulder seasons? A: Reduce paid ads, but increase maintenance marketing and nurture campaigns. Shoulder seasons are for building the relationships that pay off in peak.
Q: How do we compete during heat waves when CPCs spike? A: Don't try to outbid. Instead, own emergency keywords through SEO, capture retargeting audiences pre-season, and rely on review velocity to drive organic calls.
Q: What's the best way to promote maintenance plans? A: After service. Happy customers who just experienced your quality are most receptive. Automated follow-up within 48 hours of service completion.
Q: How do we handle more leads than capacity during peak? A: Prioritize maintenance plan members. For new customers, be transparent about wait times and offer booking at first available. Don't oversell—reputation damage isn't worth short-term revenue.
Stop wasting budget on off-season campaigns. Get your free HVAC marketing audit →
See also: AI receptionist for home services and the SaaS Tax in home service businesses.
