HVAC Marketing: Engaging P&H installers

The Complex Landscape of Plumbing and Heating.

The plumbing and heating industry is a complex landscape to crack beyond providing reliable water and heating access, this sector is at the forefront of sustainability, actively driving the transition to low-carbon heat sources and supporting the UK’s net-zero ambitions.

Whether it’s new build construction projects or renovations and refurbishments, the plumbing and heating/HVAC industry spans across commercial, industrial, domestic and even healthcare.

Understanding the Installer Ecosystem.

Installers are the heartbeat of the P&H/HVAC market. They all share one common thread: navigating constant industry transformation, but they’re not just one singular group. Therefore, marketing to them requires segmentation into 4 key groups:

• Specialisation areas: Commercial, new builds, renovations
• Installation focus: First-fix vs. second-fix plumbing
• Technology adaptation: Renewable technology skills
• Business structure: Solo practitioners vs. large contractor firms

How we market to installers.

When it comes to choosing the right ways to establish connections, there is a vast array of avenues. This is where having a real understanding of your customers comes into play – and where experience will accelerate your approach.

As the leading B2B agency outside London and a specialist in business-to-installer (B2i) marketing, we have helped P&H/HVAC manufacturers connect with their installer audiences for decades.

We have increased brand recognition for some of the industry’s biggest brands and helped secure manufacturers’ positions as industry leaders and pioneers.

Along the way, we focus on helping them to connect with customers in ways that work – building recognition, establishing trust and elevating sales.

Here are five communications channels that, with the right strategy and execution, can bring heating specialists closer than ever to their most important customers – installers.

PR & Content.

While traditional print media remains influential, a sophisticated multi-channel approach is key. Craft content that speaks directly to installers’ professional challenges and aspirations whilst leveraging both print magazines and digital platforms to maximise reach and engagement.

Video Content.

We all know the power of video content. It’s easy for installers to consume when we move beyond polished corporate videos. This audience craves real, unfiltered content that demonstrates genuine expertise such as:

• First-hand product launch videos
• Trade show impact documentaries
• Collaborations with respected industry content creators

Webinars.

This is an opportunity to put a face to familiar brands, make information accessible, and make a genuine effort to move the industry forward. For many brands and marketers, this can be intimidating, but webinars are a great opportunity to build rapport with installers.

With all the change that’s present in the P&H/HVAC sector – from new technologies to regulatory shifts – webinars provide an avenue for industry experts behind leading brands to share their technology and trend insights and bland presentations into dynamic knowledge-sharing platforms. As well as give advice on installation techniques and regulations.

Events.  

Strategic event marketing remains a powerful opportunity to engage with installers in person. Whether that’s through micro on-stand events at trade shows, interactive on-stand demonstrations or expert-led learning zones.

Products and solutions are, of course, key to supporting installers to deliver to the highest levels of every job and events allow installers to explore what’s available and speak directly to the people behind their development.

With the most established shows delivering high levels of targeted footfall, exhibitions continue to be a valuable way for brands to connect with installers, improve awareness of their products and services, and build excitement through the sharing of insights and expertise.

Social media.

Social media continues to play an important role in the marketing mix. But times are changing. Simply having a presence on mainstream social platforms is no longer enough.

Brands need to think differently to make an impact in an increasingly saturated landscape, where the attention of installers is drawn in various directions. Content needs to be razor-sharp. Focussing on paid ads as well as balancing organic content, optimised for an installer algorithm.

Make your mark with P&H installers.

Success in P&H installer marketing isn’t about following a template—it’s about creating tailored, value-driven connections. Consider partnering with specialised business-to-installer (B2i) marketing experts who understand the nuanced landscape.

Working with experts in the Business to Installer space can help to break down the challenges around reaching installers effectively by creating unique strategies that elevate brand perception and prioritise value connections.