Guest post summary
Boiler Installation Leads: How to Attract the Right Customers
A summary of Gal Gazit's guest post on the Commusoft blog about the homeowners who plan a boiler replacement and how a small firm can attract them.
Read the full article on CommusoftCustomers who panic and customers who plan
Some customers panic and some plan. The panicking customer has a dead boiler on a Friday evening, questions the call out fee and rarely reads a review beyond the stars. Once the fault is fixed they often disappear. The planning customer has known for months that an old boiler is on borrowed time, and may wonder whether a heat pump would suit the house. They research for three weeks or more before contacting anyone, and they are the customer most worth attracting for installation work.
What planners actually do
They search for things like new boiler cost and boiler replacement with their town on the end, increasingly ask the same questions of AI tools, shortlist two or three firms and compare what each one shows them: real photographs of finished work, plain answers about pricing and grants and evidence that installation is a speciality. The moment of enquiry is where many firms lose them without realising.
Why your website may be invisible to them
Most trade websites are angled at emergencies, from the wording to the phone number to the promise of speed. The researcher looks for pricing guidance, a plain explanation of grants and a gallery of completed installs, finds none of it and keeps scrolling until another firm speaks their language.
Three fixes within reach of a small firm
- Be present where installation intent lives. A Google Business Profile with services listed properly, photographs of real installs, reviews and posts about the work you want more of is your shop window. Learn more
- Collect reviews that name the job. One sentence at handover can turn great service into a review that answers the researcher's question.
- Answer like the clock matters. A Harvard Business Review study of 2,241 companies found that responding within an hour made a lead far more likely to qualify, and an enquiry answered three days later has usually been settled in another firm's favour.
What it looked like at one firm
A family run plumbing firm in north London tested these three changes and nothing else. Within the first fortnight of its new page going live, clicks on its profile rose by 183 per cent, impressions rose by 202 per cent and four qualified enquiries arrived, every one of them from a homeowner who had planned the job. The firm's heating skills were the same at the end of that fortnight as at the start. What changed was how easily the researching customer could find them.
What it looks like in practice
Flow Plus Plumbing is a family run Gas Safe firm in north London. In its first month working with us it received 17 homeowner enquiries and booked 10 jobs, and the owner had their first leads within 24 hours. Every area is different, so we start by looking at how homeowners search for boiler installers in your patch.
See how this would work for your firm
Tell us your company name and postcode area and we will record you a free 5 minute video showing how Local Services Ads and Google Business Profile optimisation could bring you more boiler installation enquiries in your patch. There is no call, meeting or obligation attached.
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