These guides are for owners who already know how to sell furnaces in January and want to stop worrying about June. Each one takes a single lever, explains why it matters, and walks through it step by step with worked numbers you can replace with your own. They're written by Furnace.Business, a marketing and consulting service for heating companies. We don't install equipment, lend money or give accounting advice, and the guides say plainly where those lines fall.
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Smoothing the furnace revenue curve: a twelve-month marketing plan
A furnace company's revenue follows the thermometer unless something else pulls it. This guide shows how to measure your seasonal gap in jobs, decide what to sell in each month, and build a marketing calendar that fills the quiet stretch first.
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Promoting a lender's financing program without overpromising
Customer financing from a licensed lender can help homeowners say yes to a furnace, cooling or heat-pump job. This guide explains how to present it clearly, where to mention it, which claims to avoid and how to tell whether it's working.
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Turning furnace customers into air-conditioning and heat-pump buyers
Your furnace customers already trust you with their homes. This guide explains how to market cooling and heat pumps to them, and to new buyers, so spring and summer bring paid installs instead of idle trucks.
Smoothing the furnace revenue curve
What it teaches: how to draw your year in jobs rather than revenue, measure spare crew capacity month by month, and plan marketing backwards from each channel's lead time. It includes a worked example of a two-crew company with about 120 unused install slots from spring to late summer, and shows how to turn a target number of jobs into a target number of enquiries.
Read it first if: you know your year is lopsided but haven't mapped it, or your marketing spend rises and falls with stress rather than strategy.
What you'll walk away with: a one-page capacity map, a rough twelve-month promotion calendar and a monthly scorecard template.
Selling cooling and heat pumps to your furnace customers
What it teaches: why air conditioning and heat pumps are the natural off-season line for a furnace company, how to check your team is ready before marketing begins, how to sort past customers into groups with different first messages, and how heating-fuel differences across Canada change the conversation.
Read it first if: you already have, or are building, the skills to install cooling equipment and want spring and summer to bring installs rather than odd jobs.
What you'll walk away with: a readiness checklist, a customer segmentation table, a page outline for each product line and a month-by-month launch sequence.
Promoting a lender's financing program
What it teaches: how to present customer financing from a licensed lender clearly, where to mention it so it arrives before price shock, which claims to avoid under Canada's misleading-advertising rules, and how to measure whether it's helping close large quotes.
Read it first if: quotes stall over price, or financing gets mentioned inconsistently across your website, quotes and estimators.
What you'll walk away with: a list of what to collect from your lender, a financing page structure, placement guidance and a short staff training outline.
How the guides fit together
The three levers reinforce each other. The revenue curve shows where your gaps are. Cooling and heat pumps give you something to sell in those gaps. Financing helps homeowners say yes to the larger jobs in both seasons. Maintenance plans, covered on our maintenance plan service page, tie it all together by bringing customers back every year.
A sensible reading order for most owners:
- Revenue curve, to size the problem.
- Cooling and heat pumps, to choose what fills it.
- Financing, to remove the price barrier on big jobs.
A note on sources and dates
Where a guide mentions a statistic, a federal program or a regulation, it links the official source and states when we checked it. Programs change often. Before you advertise any rebate or program, confirm the current details with its administrator. Regional programs and regulators are summarised on each region page.
How to get the most from them
Read each guide with last year's job records open. The worked examples use made-up round numbers so the arithmetic is easy to follow; the value comes when you replace them with yours. Share the relevant sections with your dispatcher and estimators too, since they carry out much of what the guides describe.
When you'd rather not do it alone
The guides are complete enough to follow yourself. If you'd prefer us to run the plan, our services cover each lever, and the free 7-day review shows where your biggest gap is. Call, text or email to start.
Frequently asked questions
Are these guides free to use?
Yes. Read them, print them and use them with your team. They're written so an owner can apply them without hiring anyone, although we're happy to help if you'd like us to.
Are the guides technical or code advice?
No. They're marketing and business guides. Installation, safety and code questions belong with your licensed team and the regulators linked on our region pages.
How often are they updated?
We review them when programs or rules they mention change, and at least once a year. Each guide shows its last-updated date, and program details carry the date we checked them.