Heat Pump Lead Generation: How to Attract Quality Customers

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.

Who buys heat pumps and what do they want?

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.

Who buys heat pumps?

Your ideal customers typically:

• Own their property (usually detached or semi-detached)
• Have adequate garden space for external units
• Are motivated by running costs, environmental concerns, or boiler replacement needs
• Have researched extensively before contacting installers
• Value quality and expertise over the cheapest quote

Understanding this helps you target your marketing effectively.

The heat pump buying journey

Most customers go through distinct stages:

1. Awareness: They learn heat pumps exist as an option
2. Research: They try to understand how they work and whether they're suitable
3. Consideration: They compare options and get quotes
4. Decision: They choose an installer
5. Advocacy: If satisfied, they recommend to others

Your marketing should address each stage with appropriate content.

How do heat pump installers rank in local search?

When homeowners search for heat pump installers, you need to appear prominently. Local SEO makes this happen.

Google Business Profile

Optimise your profile completely:

• Select correct categories like "Heat pump supplier" and "HVAC contractor"
• List all services including air source, ground source, and hybrid systems
• Define service areas accurately
• Add installation photos showing completed projects
• Collect reviews systematically after each installation

Target local search terms

Create dedicated pages targeting:

• "Heat pump installers [city]"
• "Air source heat pump installation [county]"
• "MCS certified heat pump installer [region]"
• "Ground source heat pump [area]"

Include genuine local content. Don't just swap in place names.

Industry directories

Ensure you're listed on:

• MCS Certified Installer database
• RECC (Renewable Energy Consumer Code)
• Heat Pump Association member directory
• Local authority approved contractor lists
• TrustMark registered businesses

These listings boost credibility and provide valuable backlinks.

What content converts heat pump researchers into customers?

Educational content attracts potential customers during their research phase. When they're ready to buy, they remember who helped them understand.

Blog topics that generate leads

Answer questions your customers actually ask:

Technical questions:

• "How does an air source heat pump work?"
• "What size heat pump do I need for my house?"
• "Can a heat pump heat my home in winter?"
• "Do I need to upgrade my radiators for a heat pump?"

Cost and savings questions:

• "How much does a heat pump cost to install?"
• "What are heat pump running costs vs gas boiler?"
• "What grants are available for heat pumps in 2026?"
• "How long does a heat pump take to pay back?"

Suitability questions:

• "Is my home suitable for a heat pump?"
• "Can I install a heat pump in a terraced house?"
• "Do I need planning permission for a heat pump?"
• "What happens to my existing boiler?"

Answer these thoroughly with specific numbers and real examples.

The heat loss calculation content opportunity

Many homeowners don't understand why heat loss calculations matter. Create content explaining:

• What a heat loss calculation involves
• Why it's essential for correct sizing
• Red flags if an installer skips this step
• How Payaca integrates with tools like Heatpunk for accurate calculations

This positions you as thorough and professional.

Video content

Video builds trust rapidly:

• Installation walkthroughs showing the process
• Customer testimonials filmed in their homes
• System explanations at recently completed projects
• Before/after showing radiator upgrades or pipework

Post on YouTube for search visibility, then repurpose for social media.

How should heat pump installers use social media?

Social media keeps you visible to homeowners in your area. Consistency matters more than virality.

Platform priorities

For heat pump installers:

1. Facebook has the largest UK homeowner audience and good local targeting options
2. Instagram works well for installation photos and visual content
3. LinkedIn is useful for commercial projects and industry networking
4. YouTube builds long-term search value with educational content

Focus on two platforms maximum. Do them well.

Content that works

• Installation progress photos (with permission)
• Completed project showcases with system details
• Customer testimonial clips (even 30 seconds)
• Educational posts answering common questions
• Team photos showing the people behind the business
• Industry news about grants, regulations, technology

Aim for 80% educational or interesting content, 20% promotional.

Paid advertising

Facebook and Instagram ads can target effectively:

• Targeting: Homeowners, specific postcodes, interests in sustainability/home improvement
• Creative: Use your best installation photos and customer stories
• Offer: Free heat loss survey, no-obligation quote, or guide download

Start with £10-20/day, test different approaches, scale what converts.

How do you build referral networks for heat pump leads?

Your best leads often come from referrals. Build systems to generate these consistently.

Customer referral programme

Offer meaningful incentives:

• Cash rewards (£150-300 per installed referral)
• Charity donations (some customers prefer this)
• Service benefits (extended warranty, free service visit)

Ask for referrals at key moments:

• At handover when satisfaction peaks
• After first winter proving the system works
• At annual service visits
• When energy savings become clear

Partner referrals

Build relationships with complementary businesses:

• Solar installers often have customers interested in heat pumps too
• Estate agents know when homes are selling that might need heating upgrades
• Architects specify heating systems for new builds and renovations
• Builders work on properties requiring heating solutions
• Energy assessors conduct EPCs and advise on improvements

Offer referral fees or reciprocal arrangements.

Supplier relationships

Your equipment suppliers may offer leads:

• Manufacturer installer finder programmes
• Showroom referrals
• Co-marketing opportunities

Maintain good relationships with your supply chain.

How do you qualify heat pump leads effectively?

Not every enquiry is worth pursuing. Qualify leads efficiently to focus on genuine opportunities.

Key qualification questions

Ask early in the process:

• Property type and ownership. Rented properties rarely proceed.
• Existing heating system. What's the age and condition of the current setup?
• Motivation. Is it boiler replacement, new build, environmental concerns, or cost savings?
• Timeline. When do they want the work completed?
• Budget awareness. Do they understand typical investment levels?
• Decision makers. Who else is involved in the decision?

This prevents wasted survey time on unsuitable or uncommitted prospects.

Lead scoring

Rate leads based on:

• Property suitability (detached scores higher)
• Budget alignment (realistic expectations)
• Timeline urgency (sooner is better)
• Decision readiness (researched and committed)
• Geographic location (within your efficient service area)

Prioritise high-scoring leads for immediate follow-up.

Tracking and improving

Measure your lead generation to improve over time.

Metrics to track

Lead volume:

• Enquiries per week/month
• Leads by source (SEO, ads, referrals, etc.)

Lead quality:

• Survey booking rate
• Quote acceptance rate
• Average project value

Cost efficiency:

• Cost per lead (by channel)
• Cost per installation (customer acquisition cost)

Attribution

Know where your leads come from:

• Ask every enquiry how they found you
• Use unique phone numbers or form URLs for different campaigns
• Track website traffic sources in analytics
• Monitor which content drives conversions

Review monthly. Double down on effective channels, reduce spend on underperformers.

Where to start

You don't need everything at once. Start with three things:

1. Optimise your Google Business Profile. It's free and delivers results quickly.
2. Create one comprehensive guide. Answer the question you get asked most often.
3. Set up a simple referral programme. Your satisfied customers want to help you.

Build systematically from there. Consistent effort beats sporadic campaigns.

The heat pump market is expanding. Installers who generate leads proactively will grow. Those waiting for enquiries to arrive will struggle as competition increases.