HVAC Contractor Doubled Winter Bookings with Direct Mail (Case Study)
Case Study
HVAC Contractor Doubled Winter Bookings with Direct Mail (Case Study)
Real results from a real hvac contractor in Welland
The Situation
An HVAC company serving the Niagara Region was spending $2,100/month on Google Ads targeting keywords like "furnace repair Welland" and "HVAC contractor near me." At $35/click, the monthly budget was generating 60 clicks but only 4-5 actual phone calls. Of those, maybe 1-2 became paying jobs. The owner was frustrated: burning $25,200/year on digital ads to get perhaps 15-20 jobs. The math was not terrible, but he knew there had to be a better way to reach homeowners who actually needed furnace service — not just the ones Googling at 2 AM when the heat goes out.
The Strategy
We mailed in mid-September — the sweet spot for HVAC. Ontario homeowners start thinking about their furnace the first time the temperature drops below 10 degrees. Mail that arrives in mid-September catches them before they have called anyone. We targeted 1,000 doors across Plymouth and Downtown Welland, focusing on homes built before 2005. Furnaces have a 15-20 year lifespan, so these homes are in the replacement or major-repair window. The mailer led with a $99 furnace tune-up offer — a foot-in-door service that gets the technician inside the home. Once there, the tech assesses the full system and can recommend repairs or replacement where genuinely needed.
The Results
Results came in two waves: Wave 1 (Days 7-14): Tune-Up Bookings
- 18 total phone calls
- 7 homeowners booked the $99 tune-up
- 3 additional callers asked for quotes on new installations
- 3 of the 7 tune-up clients had furnaces that the technician flagged as end-of-life
- All 3 purchased new furnace installations at an average of $4,500
- Total furnace revenue: $13,500
- Total tune-up revenue: $693
- Combined revenue: $14,193 from a $1,197 campaign
$14,193 Revenue
from a $1,197 Street Sweeper campaign
1,000 doors → 18 calls → 10 jobs → 11.9x ROI
What Happened Next
The contractor ran a second campaign in January with emergency messaging: "Furnace died? Same-day service. Call now." That winter campaign generated 22 calls — his busiest January ever. He now runs four campaigns per year: September (tune-ups), January (emergency), April (AC), and July (AC emergency). He cancelled Google Ads entirely. His acquisition cost dropped from approximately $1,260 per job (Google) to approximately $120 per job (direct mail).
Key Takeaways for HVAC Contractors
September is the single best month to mail for HVAC contractors in Ontario. Do not wait until October when competitors are already advertising.
The $99 tune-up offer is a Trojan horse — it gets you inside the home where you can identify and sell larger jobs.
Targeting homes built before 2005 ensures you are mailing homeowners with aging equipment.
Two-wave results are common for HVAC: immediate bookings + delayed upsells from tune-up visits.
Direct mail replaced $25,200/year in Google Ads with approximately $4,800/year in mail campaigns — saving $20,400 annually while increasing job volume.
Ready to Get Results Like This?
This hvac contractor turned $1,197 into $14,193. The same packages are available for your trade and your territory. Every campaign includes professional design, 14pt card stock printing with UV coating, Canada Post Neighbourhood Mail delivery, and tracking.
| Package | Doors | Price | Best For |
|---|---|---|---|
| Test Strike | 250 | $397 | Want proof before committing |
| Block Buster (Most Popular) | 500 | $647 | Best results per dollar |
| Street Sweeper | 1,000 | $1,197 | Serious about growth |
| Neighbourhood Takeover | 2,500 | $1,997 | OWN your territory |
500 doors, custom design, Canada Post delivery, tracking included
Your Territory Is Waiting
One contractor per trade per area. Lock yours before a competitor does.
Take the 5-Minute Quiz Call TJ: 289-228-7021Related Resources
Frequently Asked Questions
How do I get leads for a construction business?
The top five sources are: direct mail, Google Business Profile, referrals, local SEO, and targeted outreach. NSO specializes in direct mail lead generation for contractors across the Niagara Region, delivering exclusive leads that are not shared with competitors in your territory.
What is the best lead generation for contractors?
Direct mail combined with a strong Google presence consistently outperforms pay-per-lead platforms. Unlike HomeAdvisor or Thumbtack, NSO delivers exclusive leads directly to your phone. Our contractor clients in the Niagara Region report 5-10 calls per 500-piece campaign at a fraction of shared-lead costs.
Are lead generation services worth it for contractors?
It depends on the model. Pay-per-lead services like HomeAdvisor charge $50-$200 per shared lead. NSO's direct mail model gives you exclusive leads for $70-$140 each, and they are pre-qualified homeowners in your specific service area. No sharing, no bidding, just calls from neighbours.
How much do construction leads cost?
Online leads cost $50-$200 each on platforms like HomeAdvisor, and you share them with 3-5 competitors. NSO's direct mail leads cost $70-$140 each and are exclusive to you. Our $697 Block Buster package typically generates 5-10 calls, making each lead significantly more affordable and higher quality.
Should I use HomeAdvisor/Angi/Thumbtack for leads?
These platforms share leads with multiple contractors, driving up competition and lowering close rates. NSO provides exclusive leads via direct mail. Your mailer goes to homeowners in your territory only. No bidding wars, no shared leads, just direct calls from people who need your services.
Ready to Get More Calls?
See how many leads your area can generate. Direct mail campaigns starting at $397 for 250 doors — design, printing, and Canada Post delivery included.
Serving Niagara, Hamilton, Burlington & the GTA
