Stop Throwing Jello at the Wall: Why HVACR Companies Need a Real Marketing Strategy

In the world of home services, there’s no shortage of hustle. Owners juggle calls, crews, quotes, and — somewhere between the chaos — marketing. It’s tempting to think that posting on social media once a week, showing up at a local event, or sponsoring a youth league team is “good enough” to keep the phones ringing. But eventually, when results stall, reality sets in: activity isn't the same as strategy.

This kind of marketing — what I call “jello marketing” — is what happens when you throw every idea at the wall, hoping something sticks. One month you’re boosting Facebook posts, the next you’re ordering fridge magnets, and somewhere along the way, you wonder why you’re not seeing consistent leads.

The problem? You’re not marketing — you’re reacting.

For contractors, especially those wearing multiple hats, marketing often feels like a luxury. But if you want to grow sustainably and profitably, marketing can’t just be a last-minute task — it has to be a structured, strategic part of the business. That starts with clarity: Who are you trying to reach? What do they care about? How does your company uniquely solve their problems?

From there, it’s about execution — but not by doing everything yourself. In this industry, we’re proud of being hands-on, but marketing is not a solo sport. You need experts. People who understand branding, digital traffic, local targeting, lead nurturing, and campaign testing. Your time as a business leader is too valuable to spend learning the backend of Google Ads or troubleshooting your own website forms.

That doesn’t mean you lose control — it means you lead smarter. You set the vision and let people with the right skill sets bring it to life. That includes internal marketing team members or trusted agency partners who know your goals and are accountable to them.

And let’s talk about events. Too often, companies attend home shows or community events with the wrong metric in mind: self-promotion. Logos in photos are great, but real ROI comes from connecting with the right customers, capturing leads, and following up with purpose. Visibility doesn’t equal viability.

Your marketing shouldn’t rely on chance. It should be designed around your growth goals. A good strategy includes scheduled campaigns, clear KPIs, budget allocation, and consistent brand messaging. It’s not about doing more — it’s about doing what works.

The difference between a company that scrambles during the slow season and one that scales confidently through it is planning. When you stop treating marketing like a side hustle and start treating it like the growth engine it is, everything changes.

Let go of the jello. Build something that sticks.