Why Heat Pump Installers Have Feast-or-Famine Calendars
Heat pump installation is one of the most seasonal businesses in New Zealand. From March to May, everyone wants a heat pump before winter hits — installers are booked out 3-4 weeks and turning away work. By December, the phone barely rings. Then a hot January brings a small air conditioning bump, and the cycle repeats.
The other challenge is competition from big-box retailers. Harvey Norman, Bunnings, and the Warehouse offer cheap heat pump packages that undercut independent installers on price. Homeowners assume a heat pump is a heat pump — they don't understand why your $4,500 Mitsubishi installation is worth more than a $2,800 package deal from a retailer. The installer who educates the customer on sizing, placement, energy efficiency, and warranty wins the higher-margin job. This is especially relevant in colder regions like Christchurch, where winter heating demand is intense, and in the expanding Hamilton market, where new housing developments are driving fresh installation demand.
This playbook covers a system to smooth out the seasonal swings — filling your calendar in the slow months with maintenance contracts, replacement units, and cooling installations — while capturing maximum share during the peak autumn rush.
The Heat Pump Lead Engine
Pillar 1: Seasonal Google Ads Strategy
Heat pump demand is predictable — which means your ad spend should follow the demand curve. Ramp up from February so you're capturing leads before competitors even start their campaigns. The installer who books March enquiries in February owns the autumn pipeline.
- Campaign 1 — Brand-specific: "Mitsubishi heat pump installation [city]", "Daikin heat pump price [city]", "Fujitsu heat pump installer" — high intent, these people have already chosen a brand and need an installer. CPC $5-15
- Campaign 2 — Service-specific: "ducted heat pump [city]", "multi-room heat pump system", "heat pump replacement [suburb]", "commercial HVAC [city]" — target your most profitable system types
- Campaign 3 — General/seasonal: "heat pump installation [city]", "best heat pump nz", "heat pump cost nz" — broader terms, ramp up Feb-May and Sep-Nov
- Campaign 4 — Repair/emergency: "heat pump not heating", "heat pump repair [city]", "heat pump servicing near me" — year-round, lower CPC, often leads to replacement sales
- Campaign 5 — Subsidy: "Warmer Kiwi Homes heat pump", "heat pump government grant nz" — targets qualifying homeowners. The $3,000 subsidy makes them more likely to convert
- Seasonal budget: 40% of annual budget in Mar-May, 25% in Sep-Nov, 35% spread across remaining months. Never go to zero — replacement and repair leads come year-round
- Negative keywords: "heat pump DIY", "heat pump reviews", "heat pump remote control", "heat pump filters" — research or parts queries, not installation intent
Pillar 2: Brand & Location SEO
When someone searches "Mitsubishi heat pump installer [city]", they're ready to buy. Creating pages for every brand you install, in every city you service, captures this high-intent traffic for free. Most heat pump companies have one generic "heat pumps" page — the one with dedicated brand pages ranks for all of them.
- Brand pages: "/mitsubishi-heat-pumps/", "/daikin-heat-pumps/", "/fujitsu-heat-pumps/", "/panasonic-heat-pumps/" — each with models you install, pricing ranges, pros/cons, and why you recommend that brand for specific situations
- Location pages: "/heat-pump-installation-[city]/" for each service area, with local pricing, climate considerations (Christchurch needs more heating capacity than Auckland), and completed installation photos from that area
- Cost guide content: "How Much Does a Heat Pump Cost in NZ? (2027 Guide)" — this is the highest-volume search query in your industry. Include wall-mounted, floor console, ducted, and multi-split pricing
- Subsidy page: "Warmer Kiwi Homes Grant: Am I Eligible?" — detailed guide on the $3,000 government subsidy, eligibility criteria, and how to apply through your company
- Comparison content: "Mitsubishi vs Daikin: Which Heat Pump Is Better for NZ Homes?" — captures people comparing brands before buying
- Schema markup: HVACBusiness schema with serviceArea, offers for each brand/system type, and aggregateRating
Pillar 3: Google Business Profile & Installation Photos
Heat pump installation is visual. A clean wall-mounted unit with tidy cabling and a well-positioned outdoor unit — that's what homeowners want to see. Companies with 50+ installation photos on their GBP get significantly more calls because people can see the quality of work before they enquire.
- Installation photos: After every install, take 3 photos: the indoor unit mounted, the outdoor unit positioned, and the overall room. Upload weekly. Target 100+ photos on your profile
- Review collection: Text customers 1 week after installation (once they've used it): "Hi [name], how's the new [brand] heat pump going? If you're happy, a Google review would really help: [link]". A week in, they'll have something genuine to say
- Review responses: Reply mentioning brand, model, and suburb: "Thanks Sarah! The Mitsubishi AP25 was perfect for your [suburb] living room. Enjoy it this winter!" Adds product and location keywords
- Seasonal Google Posts: Autumn: "Winter is coming — book your heat pump installation now before the rush. Free in-home quote." Summer: "Stay cool this summer — we install Daikin and Mitsubishi cooling systems with same-week availability."
- Service listing: Heat Pump Installation, Heat Pump Replacement, Heat Pump Servicing, Ducted Systems, Multi-Split Systems, Commercial HVAC, Ventilation Systems, Heat Pump Repairs
Pillar 4: Website, Calculator & Maintenance Pipeline
Your website should do more than list services — it should help homeowners choose the right system and make it easy to say yes. A heat pump cost calculator, financing options, and a clear maintenance plan offer turn your website from a brochure into a sales tool that works 24/7.
- Brand selector/quiz: "Which heat pump is right for your home?" — ask room size, insulation level, budget. Recommend a system. This captures email addresses and generates qualified leads
- Cost estimator: Interactive calculator: select room count, home size, system type → rough price range. People who use calculators are 3x more likely to enquire
- Financing options: Many homeowners can't pay $3,000-8,000 upfront. Partner with GEM Finance or Q Mastercard and display payment options: "$25/week for a Mitsubishi heat pump" converts better than "$4,500 installed"
- Subsidy integration: Warmer Kiwi Homes eligibility checker on your site. If they qualify, that's $3,000 off the price — highlight this everywhere
- Maintenance plan page: Annual heat pump service for $120-180. Set up automated reminders 11 months after installation. Every past customer is a recurring revenue source
- Installation gallery: 40+ photos organised by system type (wall-mounted, floor console, ducted, multi-split) and by brand. Real installs, not manufacturer stock photos
5 Mistakes That Cost Heat Pump Companies Leads
Only advertising in winter. By the time homeowners feel the cold in June, installers are booked out. The smart move is to start advertising in February — capture the early planners who book installations for March-April. Your competitors won't ramp up until May, by which point you've already filled your calendar.
No brand-specific landing pages. When someone searches "Mitsubishi heat pump installer [city]", they've already chosen the brand. Landing them on a generic "heat pumps" page makes them work to find what they want. A dedicated Mitsubishi page with models, pricing, and install photos converts 3-4x higher than a generic page.
Ignoring maintenance and servicing revenue. Every heat pump you install needs annual servicing ($120-250 per unit). If you've installed 200 units over 5 years, that's $24,000-50,000 in annual maintenance revenue — completely passive. Set up automated reminders and watch the bookings roll in during your slow months.
No financing information on your website. A $4,500 heat pump is a big purchase. Show weekly payment options ($25/week sounds far more achievable than $4,500). Companies that display financing convert 30-40% more visitors because they remove the biggest objection: "I can't afford it right now."
Not leveraging the Warmer Kiwi Homes subsidy. Qualifying homeowners can get up to $3,000 towards a heat pump installation from the government. Many don't know about it. Create a dedicated page explaining the subsidy, check eligibility on their behalf, and handle the paperwork. This turns a cold lead into a subsidised sale.
Playbook Overview
- Industry: HVAC & Heat Pumps
- Primary Channels: Google Ads, Local SEO, GBP
- Typical Timeline: 2-4 Months
- Best For: Heat Pump Installers, HVAC Companies
Industry Benchmarks
| Metric | Typical Range |
|---|---|
| Google Ads CPC | $5-25 |
| Cost Per Lead | $20-70 |
| Lead-to-Install Close Rate | 30-50% |
| Avg Installation Value | $2,500-12,000 |
| Annual Maintenance Value | $150-250/unit |
Related Services
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