How HVAC Contractors Can Generate More Heating & Furnace Leads During a Winter Storm
Winter storms don’t just test HVAC systems — they test how prepared an HVAC business really is. When temperatures drop fast, homeowners search urgently for help. Furnaces fail, heat pumps ice over, pipes freeze, and families want clear answers immediately. In these moments, HVAC contractors have a choice: React late and scramble to keep up Or respond calmly, visibly, and usefully while demand is at its highest The companies that win during winter storms aren’t the ones pushing aggressive sales messages. They’re the ones who: Show up clearly in search Communicate calmly and helpfully Make it easy for families to get support fast Here’s how HVAC contractors can generate more heating and furnace leads during a winter storm, while also building trust and goodwill in their communities. Using the January 25 Winter Storm as a Real-World Example To make this practical, we’ll use the major winter storm that began on January 25 as a case study. Often referred to as the Arctic Siege, this storm impacted more than 118 million people across the United States, from the Northeast down into Texas. It brought snow, sleet, freezing rain, power outages, and extreme stress on heating systems. As the storm approached, RS Gonzales worked with HVAC contractors across multiple states to: Prepare their marketing systems Share helpful information with homeowners Maximize visibility for emergency heating searches Handle a sudden influx of calls and leads Below, we’ll break down what HVAC contractors can do during a winter storm, followed by the foundational systems that make those actions possible when it matters most. Lead With Help, Not Hype During a winter emergency, homeowners are cold, anxious, and often worried about costs. This is not the moment for aggressive offers or gimmicks. The HVAC companies that stand out are the ones sharing: Safety tips Clear service availability Reassurance that help is available 1. Email + Text Your Existing Customers Your existing customer list is one of your most valuable assets during a storm. Why? They already trust you They’re more likely to call you first They often forward helpful messages to friends and neighbors Text messages in particular see open rates near 99%, compared to ~30% for email. This is why having a clean, organized CRM matters before the storm hits. Informative Email and Text Message Campaign One of our clients, Su’Coy Heating, AC & Duct Cleaning sent a clear, compassionate email and text message during the storm with practical advice: Clear side vents to prevent furnace shutdowns Switch heat pumps to Emergency / Auxillary Heat if iced over Gently brush snow off outdoor units (no shovels or ice picks) Run a slow drip to prevent frozen pipes This type of communication builds trust before the call ever comes in — and when systems fail, those homeowners already know who to call. People remember who helped them feel calm when things went wrong. The open rate on that email was over 51%—double the standard open rates of 20-30% on a less urgent email marketing campaign. 2. Use Local Media & PR to Build Authority Fast Winter storms create a surge in demand for local experts. One simple but powerful tactic is issuing a short local press release that covers: Emergency service availability Storm preparedness tips Safety guidance for homeowners Media Interview With Local TV Station After we helped Nero’s Heating & Air publish a winter storm preparedness press release, they were contacted by DC News Now, a local TV station in Prince George’s County, MD and invited to do a live on-air interview. That single segment: Positioned the company as a trusted local expert Reached thousands of homeowners at once Drove brand recognition far beyond paid ads Earned Nero’s a backlink from a website with a Domain Rating of 73 This kind of exposure compounds trust — especially when paired with strong Google visibility. It’s also the gift that keeps on giving. The video clip will live on Nero’s 24/7 Emergency Heating Repair service page, giving them credibility and boosting their ranking for heating and furnace related-keywords for many winters to come. https://www.youtube.com/watch?v=Nz-DgHDgYAg 3. Maximize Google Local Services Ads (LSAs) During the Storm During emergencies, Google Local Services Ads often outperform standard PPC. Why? Because homeowners searching for “emergency furnace repair” want: A phone number A trusted, verified provider Immediate help One critical LSA budgeting tactic most contractors miss Google LSAs allow you to set very high weekly ad budgets. You will almost never spend anywhere near that full amount — but increasing the budget signals availability to Google. For example, one HVAC contractor in central New Jersey increased their LSA weekly budget to $60,000. They spent $1089 on 11 leads during a 48-hour period, including 9 furnace repairs and 2 installations. That translates into a highly-profitable $99 Cost Per Lead. But Google prioritized them during peak storm demand Result: a sharp increase in inbound heating leads over several days With a maxed-out ad budget, Google prioritized them during peak storm demand. Better year, they attracted new customers and built loyalty by restoring family’s comfort during a crisis. LSAs are one of the fastest ways to capture demand while it’s happening. 4. Post Service Updates on Your Google Business Profile (Correctly) During a winter storm, your Google Business Profile (GBP) often becomes your most visible digital asset. But not all posts are equal. What works best Use GBP Updates, not standard posts, to clearly state: You are open during the storm You offer emergency heating services You are operating 24/7 or extended hours Updates appear more prominently and signal real-time availability — exactly what homeowners are scanning for during emergencies. 5. Use Social Media to Reinforce Availability (Not Sell) Social media doesn’t replace search during emergencies — but it reinforces trust. Effective winter storm posts focus on: Current weather conditions Emergency hours Safety reminders Reassurance that your team is ready This mirrors what homeowners are seeing on the news and keeps your brand visible without feeling promotional. 6. Use Website Pop-Ups to Capture High-Intent Heating & Furnace Leads During a winter storm, homeowners are anxious, cold, and looking for immediate reassurance. This is one of the few moments where a well-designed website pop-up doesn’t feel intrusive — it feels helpful. A timely,
