A complete guide to generating leads for your heat pump installation business. Covers digital marketing, referrals, partnerships, and strategies specific to the heat pump market.
Matt Franklin
The UK heat pump market is growing rapidly. Government targets, rising gas prices, and improving technology are driving demand. But with more installers entering the market, generating quality leads requires a structured approach.
The best heat pump lead generation strategies are: optimising your Google Business Profile and MCS listing, creating content that answers technical questions (sizing, running costs, suitability), building referral partnerships with solar installers and architects, and qualifying leads early on property type and budget. Heat pump customers typically invest £10,000-20,000 and research extensively before contacting installers.
This guide covers proven strategies for attracting homeowners who are ready to invest in heat pump systems.
Heat pump customers differ from typical home improvement buyers. They're making a significant investment (£10,000-20,000+) in complex technology they may not fully understand.
Your ideal customers typically:
Understanding this helps you target your marketing effectively.
Most customers go through distinct stages:
Your marketing should address each stage with appropriate content.
UK heat pump market
The UK government targets 600,000 heat pump installations per year by 2028. With approximately 3,000 MCS-certified heat pump installers currently active, there's significant opportunity for businesses that can generate consistent leads.
When homeowners search for heat pump installers, you need to appear prominently. Local SEO makes this happen.
Optimise your profile completely:
Create dedicated pages targeting:
Include genuine local content. Don't just swap in place names.
Ensure you're listed on:
These listings boost credibility and provide valuable backlinks.
Educational content attracts potential customers during their research phase. When they're ready to buy, they remember who helped them understand.
Answer questions your customers actually ask:
Technical questions:
Cost and savings questions:
Suitability questions:
Answer these thoroughly with specific numbers and real examples.
Many homeowners don't understand why heat loss calculations matter. Create content explaining:
This positions you as thorough and professional.
Video builds trust rapidly:
Post on YouTube for search visibility, then repurpose for social media.
Social media keeps you visible to homeowners in your area. Consistency matters more than virality.
For heat pump installers:
Focus on two platforms maximum. Do them well.
Aim for 80% educational or interesting content, 20% promotional.
Facebook and Instagram ads can target effectively:
Start with £10-20/day, test different approaches, scale what converts.
Your best leads often come from referrals. Build systems to generate these consistently.
Offer meaningful incentives:
Ask for referrals at key moments:
Build relationships with complementary businesses:
Offer referral fees or reciprocal arrangements.
Your equipment suppliers may offer leads:
Maintain good relationships with your supply chain.
Not every enquiry is worth pursuing. Qualify leads efficiently to focus on genuine opportunities.
Ask early in the process:
This prevents wasted survey time on unsuitable or uncommitted prospects.
Rate leads based on:
A good CRM with pipeline management helps you prioritise high-scoring leads for immediate follow-up.
Measure your lead generation to improve over time.
Lead volume:
Lead quality:
Cost efficiency:
Know where your leads come from:
Review monthly. Double down on effective channels, reduce spend on underperformers.
Rather than tackling everything at once, focus your first month on building foundations:
Week 1: Claim and fully optimise your Google Business Profile. Add photos, services, and service areas.
Week 2: Write one comprehensive guide answering your most common customer question. Publish it on your website.
Week 3: Launch a simple referral programme. Email your last 20 customers with the offer.
Week 4: Set up systematic review collection. Send requests after every completed installation.
This focused approach builds momentum. Once these foundations are working, expand to paid advertising and content marketing.
The heat pump market is expanding rapidly. Installers who generate leads proactively will capture the growth. Those waiting for enquiries to find them will struggle as competition increases.
Related reading: Managing heat pump compliance requirements | Solar marketing strategies
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