Fractional CMO for HVAC companies
Your agency can be doing good work while you still decide what to spend, which jobs to pursue, and whether your crews have room. I work with your operations team and your agency to set priorities, recommend where the budget goes, and track the jobs you want to book. You keep final approval.
Your service board is full, but your install crews have openings next week. I review replacement estimates with dispatch and your agency, then recommend where to shift spend so those crews have work.
Somewhere between $5 million and $20 million, most HVAC companies outgrow the way marketing got them there. The spend is real, often 6% to 10% of revenue, but it is spread across an SEO agency, a paid search vendor, a direct mail house and a coordinator, with the owner or general manager deciding between them in the margins of a 60-hour week.
A full-time marketing director who has actually run an HVAC company is hard to find and expensive to carry. A fractional CMO gives you that leadership part time, with one person accountable for the whole plan.
What Aaron leads in an HVAC company
01
Campaigns, call tracking numbers and job sources are set up so a booked job traces back to the channel that produced it. Calls from existing club members and past customers are separated from true new-customer acquisition, so a channel cannot take credit for a maintenance call your own agreement list would have made anyway.
02
Aaron reviews call recordings and the booking report with your CSR lead before recommending more spend. Raising the share of calls that become booked jobs is usually the least expensive growth in the building.
03
Spring and fall tune-up pushes and outbound campaigns to members fill the board in shoulder season. Spend shifts toward replacement and emergency demand when summer and winter arrive, and back again before the slowdown, not after it.
04
Marketing, CSRs, technicians and comfort advisors work from the same rules for when an aging system is flagged, how the replacement conversation is set up and how fast the lead is turned over, so replacement opportunities created by service calls are not lost between departments.
Take last month’s qualified new-customer calls and count how many booked. Review the missed opportunities with dispatch. If the shop lacked appointments, the decision is different than if calls went unanswered.
When local search is a priority
If your HVAC team wants to understand local visibility, Aaron tests questions such as “who is the best AC repair company near me” and records which companies appear, which sources the answers cite, and what your team can investigate.
01
One baseline score for how visible and recommendable your company is across AI answers, maps and search, with the evidence behind it.
02
What ChatGPT, Google AI Overviews and Perplexity say when homeowners in your market ask for the services you want to sell more of.
03
How often you are mentioned, recommended or cited compared with your top three local competitors on the same question set.
04
The directories, review sites, articles and pages the answers rely on, and which of them describe your company accurately.
05
Google Business Profile categories, services, photos, posts and map-pack position for your priority services and towns.
06
How fast new reviews arrive for you and for the companies you compete with, measured from public profiles.
07
The specific corrections, content and vendor assignments to make first, with an owner and a deadline for each.
AI answers change between sessions, so the Index is a documented baseline taken with a repeatable question set, not a permanent rank. Mentions, citations, referral visits, inquiries and booked jobs are recorded separately, following the published measurement methodology.
Discuss local visibility with AaronLeadership first. Execution when you need it.
You should not have to be the person connecting every marketing vendor, campaign and report. Aaron personally leads the plan, directs the people doing the work and turns performance data into decisions.
Starting at $7,000 per month
Satisfaction Guarantee
The priorities, positioning, marketing plan, budget recommendations, team and vendor direction, and performance oversight.
Starting at $4,500 per month
The production and implementation required by the plan. Keep your existing providers, or engage Sequoia for a defined execution scope.
When you engage Sequoia for both leadership and execution, the combined fee starts at $11,500 per month. All fees are in USD. Ad spend and approved third-party software are additional. Channels, production volumes and responsibilities are agreed in writing. Major website builds are quoted separately.
Operator proof
Aaron spent 13 years operating a residential HVAC and plumbing company. He scaled the team from zero to 133 employees and earned four consecutive Inc. 5000 appearances. Today he works directly with owners, dispatchers and marketing providers on the jobs their crews have room to take.
Results from home-service companies that approved being named, starting with an HVAC company.
Amazing Air Solutions
50% more organic Google clicks
Sequoia rebuilt the website, fixed mobile navigation and the booking integration, and redirected old URLs. Google Search Console recorded 40 organic clicks April 10 to May 9 and 60 September 14 to October 13, 2026.
Source: Google Search Console, comparable 30-day windows
See the workKABAM Plumbing
More weekly calls and a growing team
Mike Bissett said KABAM used to receive 10 to 12 calls a week. He reported receiving 15 to 20 a week and adding to his team.
Source: Client-reported results and May 2026 owner video testimonial
See the workA Fireman's Chimney Sweep (AFCS)
365% more organic Google clicks
Google Search Console recorded 26 organic clicks in the baseline 30-day window and 121 in a later complete 30-day window for this chimney and roofline service company.
Source: Google Search Console, comparable 30-day windows
See the workClient results reflect each company's whole operation during the engagement. Search clicks are measured separately from calls, and calls separately from booked jobs. Past results do not guarantee future results.
This is a working plan with decisions and accountability, not a promise that every channel can be rebuilt in the first month.
You keep ownership of ServiceTitan, your ad accounts, your Google Business Profile and your website. Your CSRs answer the phones, your technicians and comfort advisors sell the work, and you approve hiring and spending commitments. Aaron leads the marketing and holds every provider to the same scorecard.
Comparing options? Read the guide to HVAC marketing agencies or the owner's guide to fractional CMO vs agency vs marketing manager.
Trades we lead
The leadership role is the same across trades. The demand patterns, call math and software are not. Each trade page explains how Aaron approaches that business.
Plumbing
Emergency call capture, after-hours booking, and a plan that fills the board with repipes, sewer, trenchless and septic work.
Roofing
Retail replacement demand that does not depend on the next storm, speed to lead, and lead-to-inspection-to-sold attribution.
A fractional CMO for an HVAC company owns the marketing plan, the budget recommendations and the people carrying out the work, part time. At Sequoia GEO that means Aaron Husak sets priorities by service and season, directs your agencies and coordinator, connects ServiceTitan job sources to spend, works with your CSR lead on booking rate, and reviews performance with you weekly and monthly.
Fractional CMO leadership starts at $7,000 per month, including AI search visibility strategy. Optional AI SEO and GEO execution starts at $4,500 per month, and both together start at $11,500 per month. Leadership has a six-month initial term and then continues month to month. Ad spend and approved software are additional.
The best fit is an independent residential HVAC company doing roughly $5 million to $20 million a year, usually 30 to 120 employees, spending $300,000 to $1 million or more on marketing, with an owner or general manager still coordinating the agencies. Fit depends on your needs and resources, not company size alone.
Yes, where you grant access. Aaron reviews campaigns, call tracking, job sources, the booking report and replacement turnover data with your team, and recommends setup changes. You keep ownership of the account, and your team remains responsible for answering, selling and running the work.
No. Aaron can lead your current agencies and employees. Recommendations about any provider are explained against the agreed scorecard, and you approve hiring, provider changes and spending commitments. Sequoia execution is optional.
Look for someone who has run an HVAC company, can read a ServiceTitan booking report, and will be accountable for the whole plan rather than one channel. Aaron Husak spent 13 years building and operating a residential HVAC and plumbing company and scaled the team from zero to 133 employees, with four consecutive Inc. 5000 appearances. Compare candidates on operating experience, measurement discipline and how they work with your existing team.
Bring one marketing decision you are stuck on. We can talk through how I would approach it with your team.
Talk with Aaron about leading your HVAC marketingResults vary. Rankings, lead volume and AI recommendations are not guaranteed.