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How Do You Market Heat Pump Installs as an HVAC Company?

By Ansh Singh · Updated November 8, 2026 · 10 min read

Short answer: An HVAC company should market heat pump installs with a plain heat pump page that answers what homeowners ask: how it heats in winter, what it costs to run, and what help is available. Do not promise the federal tax credit, because the IRS page lists it only through 2025. Point to utility and state rebates, and offer to check.

Key facts

The Department of Energy says a heat pump moves heat, so one unit heats and cools.
DOE says modern air-source heat pumps can cut electricity use by 50% versus furnaces and baseboard heaters.
The IRS page lists the heat pump credit only for property placed in service through December 31, 2025.
DOE's Home Energy Rebates page gives no heat pump amount, so do not quote one.
ENERGY STAR says utility partners sponsor rebates on certified products and offers a Rebate Finder by zip code.
Homeowners with a failing AC are your biggest opportunity: offer a heat pump as the new AC.

Heat pumps are not new, but more homeowners are asking about them. If your site only says "AC repair" and "furnace repair," you will not show up for those questions. This guide covers what to say, where to say it, and how to talk about money without making a claim you cannot back up.

What is a heat pump?

A heat pump is a system that moves heat instead of making it. The U.S. Department of Energy says that in cold seasons a heat pump moves heat from the cool outdoors into your warm home. In warm seasons it moves heat from your home to the outdoors. So one unit heats and cools (U.S. Department of Energy: Pump Up Your Savings with Heat Pumps).

The same page says modern air-source heat pumps can cut electricity use by 50% compared to furnaces and baseboard heaters. That comparison is about electric heat. A homeowner on gas, oil or propane is comparing a different thing, which is cost per unit of fuel. Do not say a heat pump "cuts your bill in half" to everyone. Say who it helps most.

Who is the heat pump customer?

Think of four groups. Each needs a different page and a different message.

Customer	Situation	What to say
AC is dying	Old central AC, working furnace	"Replace your AC with a heat pump and get heating too." Offer to price both options.
Electric heat	Baseboard, electric furnace or old resistance heat	This group has the most to gain. ENERGY STAR says replacing electric resistance heat with a heat pump can lower energy bills (ENERGY STAR: Air Source Heat Pumps).
Room with no ducts	Addition, garage, sunroom or an older house with no ductwork	Ductless mini-split heat pump. A single-room job, easy to price and easy to explain.
Propane or oil heat	High fuel bills	ENERGY STAR notes the same savings idea applies when switching from propane or oil. Run the numbers for each home.

The first group is your biggest opportunity. A homeowner with a failing AC has to decide anyway. You get to offer a heat pump as the "new AC" option.

What should a heat pump page on your site say?

Write one page per service, not one page for everything. Start with the plain answer, then the details.

A one-line answer. "A heat pump heats and cools your home with one system. We install ducted heat pumps and ductless mini-splits in [your towns]."
How it works in winter. Many homeowners still think a heat pump cannot heat when it is cold. The Department of Energy says that until recently heat pumps were not used in areas with long stretches of subfreezing temperatures, and that advances now make them a "legitimate option for colder regions" (U.S. Department of Energy). ENERGY STAR certification requires verified low-temperature performance, with units tested down to 5°F. Cold climate models can keep running below that, but a backup heat source is most efficient in very deep cold (ENERGY STAR).
Which brands and models you install. Name them. Homeowners search by brand.
What the job involves. Site visit, load check, electrical work, install day, thermostat setup, what to expect on the first cold night.
How you price it. Say how you give estimates, without listing prices you cannot stand behind. Our guide on whether HVAC companies give free estimates shows how to word this.
A real photo and a real review from a heat pump job. Not stock images.
A phone number and a short form at the top and the bottom. See the HVAC website checklist.

Add a separate page for ductless mini-splits, and one for "heat pump vs furnace" where you are honest about when a furnace still makes sense. Honest pages get quoted by AI answers, and they get read.

How do you talk about rebates and tax credits?

This is where HVAC marketing gets people in trouble. Offers change often, and a wrong claim hurts trust.

The federal tax credit. The IRS Energy Efficient Home Improvement Credit equals 30% of certain qualified expenses, and heat pumps qualify for up to $2,000 per year. But the IRS page says the credit applies to qualifying property placed in service on or after January 1, 2023, and before December 31, 2025, and elsewhere on the same page says improvements made through December 31, 2025 (IRS: Energy Efficient Home Improvement Credit). Today is November 2026, so do not advertise it for new installs. Some other pages still show later dates, so check the IRS page yourself before you write any tax credit claim, and ask a tax professional. Never tell a customer they "will get" a credit.

Federal home energy rebates. The U.S. Department of Energy runs a Home Energy Rebates program with two parts: HOMES for whole-home upgrades, and HEEHR for appliances and building materials. Its page says the rebates are "now available in select states," directs people to their State or Territory Energy Office, and says HEEHR rebates are applied at the point of sale, at retail or through contractors (U.S. Department of Energy: Home Energy Rebates programs). The page gives maximums of up to $8,000 for HOMES and up to $14,000 for HEEHR, and notes that grantees may increase rebates for households with income below 80% of area median. It does not give a heat pump amount. So do not quote a number. Call your state energy office, and ask if contractors need to register to take part.

Utility and local rebates. Many power companies pay rebates on certified heat pumps. ENERGY STAR says its partners sponsor rebates on certified products and points people to a Rebate Finder by zip code (ENERGY STAR).

A safe way to word this on your site:

"Rebates and incentives change, and they depend on your utility, your state and your income. Ask us before you buy. We'll check what is open for your address and tell you what paperwork you need."

That sentence is true next month and next year. It also gives people a reason to call.

Where do heat pump leads come from?

Start with the searches that show intent. Examples are "heat pump installation near me," "mini split installer," "replace AC with heat pump" and "heat pump cost." Then:

Your Google Business Profile. Add heat pump installation as a service and use real project photos. Choose your categories with care. See HVAC Google Business Profile categories.
Your service pages by town. A page for each town you serve, with a heat pump section. See HVAC service area pages.
Your existing customers. The best list you own is every household whose AC or furnace is more than 10 years old. A friendly email or text before the cooling or heating season, offering a no-pressure look at heat pump options, costs almost nothing. Mind the consent rules for texts. See HVAC review request texts for the opt-in habit.
Maintenance plan visits. A tune-up visit is the perfect time to tell a customer, in plain words, what a heat pump could do for their house. Our maintenance plan guide covers how to build that in.
Reviews from heat pump jobs. Ask each new heat pump customer for a review a day or two after the system has run. A review that says "heat pump" helps people who search that word.
Spring and fall. Those are the shoulder seasons when phones are quieter and customers can plan a bigger job. See how to get HVAC leads in the off season.

What do you need before you market heat pumps?

Marketing a job you cannot do well is a fast way to get bad reviews. Check these first.

Check	Why it matters
EPA Section 608 certification for techs who handle refrigerant	Federal law. EPA says technicians who maintain, service, repair or dispose of equipment that could release refrigerants must be certified. Apprentices are exempt if closely supervised by a certified tech (EPA: Section 608 technician certification requirements).
Your state HVAC license	Rules differ by state. Texas requires a TDLR license for contractors who install, repair or maintain air conditioning, refrigeration or heating systems (TDLR: Air Conditioning and Refrigeration). See your state page for an example, then check your own state board.
Electrical capacity	A heat pump can need a new circuit or panel work. Know who does that.
Training or factory support for the brands you sell	Customers ask about warranty and who services it.
A written, plain-language quote	See free estimates.

If your state or local rules require a license number in ads, put it on the page. See do HVAC contractors need a license number on their website.

How do you get found by AI answers on heat pumps?

People now ask ChatGPT and Google's AI answers questions like "should I replace my AC with a heat pump in Minnesota?" These tools quote pages that answer plainly and show real facts. Use question-style headings, answer in the first sentence, and link out to sources such as the Department of Energy and ENERGY STAR. We cover the full approach in how to get your HVAC company on ChatGPT and the broader HVAC SEO guide.

What mistakes should you avoid?

Promising savings. Savings depend on the home, the old system, the fuel and the rates. Say "can" and show how you will check.
Quoting a rebate you have not checked. Use the safe wording above.
Hiding the cold-weather answer. If a house in a very cold area needs a backup heat source, say so. ENERGY STAR itself says a backup is most efficient at very low temperatures.
Using one page for every system. Give heat pumps their own page.
Skipping photos. A real install photo beats a stock photo of a smiling family.

For more ideas that work across the year, see HVAC marketing ideas.

Common questions

Is there still a federal tax credit for heat pumps?

The IRS page for the Energy Efficient Home Improvement Credit covers property placed in service through 2025, with a heat pump limit of $2,000 per year. That period has ended, so do not advertise it for new jobs. Check the IRS page and ask a tax professional before you say anything about taxes.

Can I quote a rebate amount on my website?

Only if you have confirmed it and can keep it current. The Department of Energy's page gives program maximums, not a heat pump amount, and says availability varies by state. Safer wording tells customers rebates depend on their utility, state and income, and that you will check their address.

Do heat pumps work in cold weather?

Yes, many do. The Department of Energy calls modern heat pumps a legitimate option for colder regions. ENERGY STAR certification requires verified low-temperature performance, with testing down to 5°F, and says a backup heat source is most efficient in deeper cold. Tell customers which models you install and how they perform in your climate.

What search terms should a heat pump page target?

Start with "heat pump installation," "heat pump installer near me," "mini split installation" and "replace AC with heat pump," plus your town names. Check Google's suggestions and "People also ask" for your area. Real customer questions at the door are better than any keyword tool.

Do I need a special license to install heat pumps?

Heat pumps fall under your normal HVAC work. Technicians who handle refrigerant need EPA Section 608 certification, and most states also license HVAC contractors. Check your state board. Our state pages list the boards we have confirmed.

Want to see a site built around your heat pump jobs, service towns and reviews? See a free demo site for your HVAC company.

Sources

About the author

Ansh Singh runs Contractor Websites. He builds websites for electricians, plumbers, roofers and other home service trades, and writes the guides on this site. More about Ansh Singh.

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