Home Services / Essential Home Systems
HVAC Marketing
HVAC marketing from MBI is seasonal, property-targeted customer acquisition for heating and cooling contractors: fall furnace tune-up postcards, acquisition mail selected by home age, equipment age or location, and Facebook lead campaigns held to the service area.
Not sure where to start? Talk with our teamDirect mail
How does HVAC direct mail pick the houses?
The short answer
HVAC direct mail is selected before it is printed: prospects are chosen by home or equipment age or location, and the seasonal maintenance, limited-time discount, service reminder and unsold estimate mail is selected from the contractor's own records. Addresses are updated within 95 days before the mailing date, as USPS requires at commercial prices.
The documented campaign. One of this trade's campaign concepts is a property-targeted acquisition postcard based on home/equipment age or location.
Who the campaigns are planned around. The audiences to go after are multi-location HVAC platforms, franchises, and established local operators with maintenance-plan databases and replacement capacity.
USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date, with one of the USPS-approved methods, among them Address Change Service and NCOALink.
USPS Domestic Mail Manual 602.5
One team. MBI is one company that plans, produces, and delivers direct mail, print and digital campaigns from a single team in DeLand, Florida; data, print, and delivery have been in-house since 1989.
direct mail mailing lists targeted direct mail direct mail marketing services
Postcard · Direct Mail
Guide · Printing
Seasonality
When does the fall furnace tune-up postcard go out?
The short answer
The fall furnace tune-up postcard goes out in the fall, ahead of the heating season rather than during it. System-age and comfort-trigger replacement campaigns are used around pre-season demand, and the tune-up drop is planned on the same clock: the audience is selected, the postcard is printed and the mail date is set before the season arrives.
The documented campaign. One of this trade's campaign concepts is a fall furnace-tune-up postcard campaign.
Planned on the same clock. System-age and comfort-trigger replacement campaigns are used around pre-season demand.
A documented use of the format. Seasonal maintenance is one of the documented uses of an HVAC postcard.
postcard mailing services direct mail cost direct mail marketing services
Postcard · Direct Mail
Postcard · Direct Mail
Facebook and Instagram
How do HVAC Facebook ads stay inside the service area?
The short answer
Facebook advertising campaigns are targeted to potential customers in the contractor's service area, and the campaign built from that is a Facebook lead campaign aimed at the same area. Every lead is connected to service-area, capacity, seasonality and installed-equipment data, so the radius is the targeting rather than a filter applied afterwards.
The documented guidance. HVAC-specific guidance supports Facebook advertising campaigns targeted to potential customers in the contractor's service area.
The campaign built from it. One of this trade's campaign concepts is a Facebook lead campaign targeted to the service area.
What every lead is connected to. Every lead is connected to service-area, capacity, seasonality, and installed-equipment data.
Meta's Advertising Standards provide that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.
Meta, Advertising Standards
digital advertising services direct mail and digital marketing home services marketing
The radius
Meta ad · Facebook
Reel · Instagram
Landing page · Web
Printing
What jobs do HVAC postcards do?
The short answer
One format, five jobs. HVAC postcards are used for seasonal maintenance, limited-time discounts, service reminders, unsold estimates, and prospects selected by home or equipment age or location. The postcard is the printed format here, and MBI runs commercial and variable-data printing in house, so the piece and the mailing come from one team.
The five documented jobs. HVAC postcards are used for seasonal maintenance, limited-time discounts, service reminders, unsold estimates, and prospects selected by home/equipment age or location.
One repair, or a member. One-time repairs are turned into membership/maintenance-plan acquisition.
Heat pumps. Heat-pump upgrade and rebate education is promoted with a home-comfort assessment.
The consultative add-ons. Indoor-air-quality, duct, and thermostat campaigns are run as consultative add-ons, and estimate visitors are then retargeted through booked appointment.
The limit that binds all of it. Local incentive terms are used only after validation, and an estimate is distinguished from a guarantee.
The format. HVAC campaigns are printed as postcards.
USPS Domestic Mail Manual 201.1.2.1 sets card-price standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, within an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive; a card more than 4-1/4 inches high or 6 inches long must be at least 0.009 inch thick; the maximum is 4-1/4 by 6 inches for a stamped card or each half of a double card, and 6 by 9 inches for a postcard, neither more than 0.016 inch thick.
USPS Domestic Mail Manual 201.1.2.1
In house. MBI runs commercial and variable-data printing in house.
printing services postcard mailing services direct mail cost
The five jobs
Mailer · Direct Mail
Calendar · Printing
Guide · Printing
Questions
Questions a heating and cooling contractor asks before the season
Searched for HVAC marketing agency, HVAC advertising or HVAC company marketing? Same work, same answers.
What is HVAC marketing from MBI?
HVAC marketing from MBI is customer acquisition built around the season: a fall furnace tune-up postcard campaign, acquisition mail selected by home or equipment age or location, and a Facebook lead campaign targeted to the service area. Data, print and delivery are in house, so one team plans, produces and delivers all of it.
How do you decide which homes receive an HVAC postcard?
From the property record and the contractor's own history. HVAC postcards are used for seasonal maintenance, limited-time discounts, service reminders, unsold estimates, and prospects selected by home or equipment age or location. The selection is settled before the piece is printed.
Can a one-time repair become a maintenance plan?
Yes. One of the campaigns turns one-time repairs into membership and maintenance-plan acquisition, so a household that called once is followed up as a plan candidate rather than left as a one-off job.
What about heat pumps and rebates?
Heat-pump upgrade and rebate education is promoted with a home-comfort assessment, so the piece explains the upgrade and the offer on it is the assessment. Local incentive terms are used only after validation, so nothing about a rebate is printed before the local programme has been checked.
Which HVAC operators does MBI plan these campaigns around?
Multi-location HVAC platforms, franchises, and established local operators with maintenance-plan databases and replacement capacity. The database is the reason: every lead is connected to service-area, capacity, seasonality and installed-equipment data, so a contractor who knows what is installed in a house can select the mailing from that record.
What may an HVAC piece not promise about a rebate or an estimate?
Local incentive terms are used only after validation, and an estimate is kept distinct from a guarantee. Meta's advertising standards add that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, so one check covers the postcard and the ad.
How is the cost of an HVAC postcard campaign worked out?
An HVAC postcard drop is quoted, not priced from a card. Every quote resolves to two costs — producing the postcard and mailing it — and seven decisions move those two numbers, among them quantity, format and finished size, data and personalization, and postage and sortation. The direct mail cost page, /capabilities/direct-mail/direct-mail-cost, takes all seven in turn.
How often does an HVAC mailing file have to be updated?
Before an HVAC postcard drop, USPS requires each address in a mailing at commercial First-Class Mail presorted or automation prices, or at USPS Marketing Mail prices, to be updated within 95 days before the mailing date, with one of the USPS-approved methods, among them Address Change Service and NCOALink. Mail bearing an alternative address format is excepted.
Get started
Start an HVAC campaign.
Say which campaign it is — the fall tune-up drop, the acquisition mail selected from the property record, the service-area lead campaign — and the season it is planned against. It goes to a real member of the MBI team, not a queue.