Something almost every HVAC company tends to miss—because, let’s face it, you’re too busy running calls!
Let’s be real for a second.
Most HVAC companies buy a CRM and think: “Great—now I can track my leads!”
…And that’s about as far as it goes.
Meanwhile that poor CRM is sitting there—full of customer info, install dates, service records—just waiting to be used for WAY more than tracking new leads.
Here’s the truth: your CRM should be your #1 tool for driving repeat business, boosting reviews, and keeping your brand top of mind all year.
And the best part? You can automate it—so it works even when you’re too busy (which you always are).
Here’s what your CRM should be doing for you (and some fun ways to use it):
1. Email Service Reminders
How many of your customers remember to schedule their annual tune-up? Maybe 5%?
They’re not thinking about their furnace in the middle of summer—or their A/C in January. You’ve gotta remind them.
Your CRM should send automatic service reminders like this:
→ “Hey! It’s been a year since your last tune-up. Book today and keep things running smoothly.”
→ “It’s that time again—get your A/C ready before the heat hits!”
Set these to go out 30 days, 14 days, and 7 days before they’re due. That’s all it takes—and you’ll stay booked without lifting a finger.
2. Filter Change Reminders
Confession: Most homeowners never change their filters on time. Some don’t even know how.
And nothing kills system performance faster than a filthy filter. So why not help them out (and make yourself the hero)?
Set your CRM to send out automatic filter change reminders every 90 days (or based on last service date).
Bonus: Include a link so they can order filters directly from YOU. Easy win.
3. “Happy Birthday” to Their Furnace or A/C
This one’s fun—and a great way to stand out.
Set your CRM to send a little “Happy Birthday” message to their system on key anniversaries (like Year 5).
Example:
🎉 “Happy 5th Birthday to your A/C! She’s been keeping you cool for 5 summers now—why not show her some love with a tune-up?” 🎉
It’s a great way to remind them to take care of their system—and plant a seed for future replacement.
4. Automated Lead Follow-Up
This is a biggie. Most companies lose sales because they simply forget to follow up.
Here’s the easy formula:
→ For furnaces and heat pumps (longer sales cycle):
3 days → 7 days → 2 weeks → 3 weeks
→ For A/C (fast sales cycle):
3 days → 7 days → 5 days later (then stop)
Remember—AC season is a sprint, not a marathon. If they haven’t booked in 2 weeks, they’ve moved on. Furnaces and heat pumps? Different story—those are bigger decisions with multiple quotes.
Set this up once, and your CRM will chase leads for you while you’re out on calls.
5. Reactivation Campaigns
Here’s a fun one. Dig into your CRM and find anyone who hasn’t booked service in 2+ years. You know who they are… the “ghost customers.”
Set an automation:
“We miss you!” email or text with a little offer:
“Come back and book your tune-up—$25 off just for you.”
It’s an easy way to fill your slow weeks—and win back lost customers.
6. Warranty Expiry Notices
You know what’s worse than a customer calling with a major repair a week after their warranty expires?
Them blaming YOU for not reminding them.
Fix that now. Set your CRM to:
✅ Track warranty expirations
✅ Send a friendly heads-up 60 and 30 days before expiration
Example:
“Just a heads-up—your warranty is ending soon. Let’s get one last check-up booked so you’re covered!”
It’s a simple trust-builder—and a chance to upsell extended coverage.
7. Cross-Sell Opportunities
After a big install, you’ve got about a 30-60 day window where customers are still excited and engaged. Perfect time to cross-sell.
Use your CRM to trigger campaigns like:
→ Air quality upgrades
→ Service plan offers
→ Smart thermostat upgrades
The CRM knows what they bought (and what they didn’t). Let it handle this for you—so you can keep building customer value without “selling.”
8. Customer Review Requests
Okay—this is one of the biggest places HVAC companies mess up.
Relying on techs to ask for reviews = inconsistent results. They get busy. They forget.
Here’s the rule:
Your CRM should be synced with your review software.
And your system should send an automatic review request within 1 hour of the job closing—when the customer is still happy and the service is fresh in their mind.
Email + SMS = best combo.
Need help picking the right software?
Check out our guide: [Best Review Guide Software Blog Post] (link here)
Why This All Matters
Here’s the thing—your team will always be busy. And if you wait for “downtime” to focus on customer engagement? It won’t happen.
Your CRM should do all of this automatically. No “remembering” needed. No sticky notes. No hoping someone follows up. Just set it and let it run.
When you do:
✅ You stay top of mind
✅ You build loyalty
✅ You drive more repeat business
✅ You keep the competition away
✅ You generate more 5-star reviews
And you don’t have to think about it.
Quick Recap: What Your CRM Should Be Doing
✅ Service reminders (automated)
✅ Filter change reminders (automated)
✅ Equipment birthday messages (automated)
✅ Lead follow-up (automated and timed for product)
✅ Reactivation campaigns (automated)
✅ Warranty expiry notices (automated)
✅ Cross-sell opportunities (automated)
✅ Automated review requests (sent within 1 hour!)
If your CRM isn’t doing this today—you’re missing out.
Set it up once—and let it do the heavy lifting while you’re out there making sales and running calls.
🚀 The goal: Less work for your office. More business in the door. Happier customers.
Because hey—your CRM should be working just as hard as you do.
