HVAC marketing in Dallas-Fort Worth: replacement quotes through a hot summer and a real winter

Dallas-Fort Worth is the Texas metro where HVAC is a twelve-month business. Summers run past 100°F, winters bring real freezes, and the suburbs are packed with owner-occupied homes. For a replacement-first contractor that means demand in July and again in January. Here is how we would run it.

Why is HVAC marketing in Dallas-Fort Worth different?

Because DFW needs both cooling and heating. NWS 1991-2020 normals put 20.2 days a year at 100°F or more and 29.2 nights at or below freezing. A DFW homeowner replacing a system is buying summer comfort and winter heat in one quote, so ads can run on replacement all year, not just in the heat.

Sources: NWS Fort Worth DFW normals and NWS 1991-2020 normals summary.

The NWS 100° day summary adds the timing. The average first 100°F day at DFW is July 1 and the average last is August 27. In 2011 there were 71. That July-to-August window is when a failing system turns into an emergency and the phone rings.

What housing do DFW contractors work in?

Owner-occupied homes cluster in the suburbs, not the core. Census QuickFacts puts the owner-occupied rate at 42.4% in the City of Dallas but 64.5% in Collin County, home to Plano, Frisco, McKinney and Allen. Ownership is one of our six qualifier questions for exactly this reason.

Sources: Census QuickFacts for Dallas city, Dallas County, Tarrant County and Collin County.

We do not have verified data on how DFW homes split between gas furnace systems and heat pumps, or on the age of the installed base. Your job history is better data than anything we could quote. On the audit call we ask what you replace most, and the ads follow that.

How does the electricity market in DFW affect HVAC ads?

Much of DFW sits in Texas's competitive retail market. Oncor delivers the power and says it "does not generate power or bill customers directly"; the homeowner picks a retail provider. Summer bills are real, so efficiency is a fair selling point, but there is no single utility rebate to hang an ad on.

Not every city is in that market. The Public Utility Commission of Texas notes that municipally owned utilities and electric cooperatives choose whether to join retail competition. So we never promise a bill figure or a rebate in DFW ads. We sell the replacement, the assessment and the install date.

How would we run Meta and Google in Dallas-Fort Worth?

Meta all year, Google heavier from May to September. Meta finds owners of aging systems in Frisco or Keller before they search. Google Search catches "AC not cooling" and "AC replacement" searches when a system dies in July. Every enquiry goes through the same six-question qualifier.

What changes in DFW:

• Two seasons of offers. Summer ads sell central AC and heat pump replacements with a free in-home assessment and a dated install slot. From November to February the offer turns to heat pump and furnace replacement, because DFW has a real winter.
• Targeting by band. North (Plano, Frisco, McKinney, Allen, Richardson), east (Garland), mid-cities (Irving, Arlington, Grand Prairie), Tarrant (Fort Worth, Keller, Southlake, Mansfield) and Denton. We start where your trucks already run.
• Search terms by city. Google campaigns bid on replacement terms with city names, such as "AC replacement Plano", and exclude parts, DIY and job-seeker searches.
• Budget flip. From May to September the US$4,000 minimum splits Google $2,500 and Meta $1,500. The rest of the year it is Meta $2,500 and Google $1,500.

The logic behind the split is in Google Ads vs Facebook ads for HVAC. The filter that stops your comfort advisors driving to renters is in how to qualify HVAC leads.

These are planning assumptions from how we plan in Australia. We have no DFW data. Your first month replaces them.

Is the Dallas-Fort Worth territory available?

Yes. DFW is open. We take one HVAC client per service line in the metro. We have no US clients yet, so there are no Texas results to show you. We are based in Sydney and work Texas business hours remotely.

The fee is US$3,000 a month, with half of the first 90 days paid only after 3 won jobs or day 60. The full numbers are on our US pricing page, and the other Texas metros are on the Texas overview.