Introduction: HVAC Marketing Strategies To Grow Your Business In 2024

In today’s competitive market, it’s not enough to simply be great at what you do. You need a solid marketing strategy that puts your HVAC business in front of the right people at the right time. HVAC marketing is the engine that drives customer acquisition, brand awareness, and long-term success.

Whether you’re aiming to dominate local search for HVAC services, leverage social media, or maximize the power of traditional HVAC advertising, these 42 HVAC marketing strategies will give you the blueprint to acquire more clients and grow your business. 

This guide covers everything from digital to innovative, from trust-building to community engagement. Let’s get started on making your HVAC business the first one people think of when their air conditioning fails on the hottest day of the year!

6 Key Financial Statistics about the HVAC industry:

Below are six essential financial insights into the HVAC industry:

These statistics underscore the strong growth and vast market potential within the HVAC industry.

HVAC Marketing Plan:

Here’s a comprehensive marketing plan for an HVAC business:

1. Executive Summary:

This marketing plan outlines the strategies and tactics necessary to increase brand visibility, generate leads, and convert prospects into loyal customers for your business. The goal is to grow your customer base by 30% over the next year, utilizing a combination of digital marketing, local partnerships, traditional tactics, and customer retention strategies.

The plan focuses on enhancing your online presence, leveraging community relationships, and building trust through outstanding customer service and innovative marketing.

2. Target Market:

The target market consists of residential homeowners, small business owners, and property managers seeking HVAC installation, maintenance, and repair services. Specifically, we will target:

• Homeowners: Middle to upper-income households who need regular HVAC maintenance and installation services.

• Small Businesses: Restaurants, retail stores, and offices in need of commercial HVAC services.

• Property Managers: Apartment complexes and rental properties that require consistent HVAC maintenance.

3. Ideal Customer:

The ideal customer is a middle-to-upper-income homeowner aged 30-65 who owns a property in need of HVAC maintenance or installation. They value reliability, professionalism, and energy-efficient solutions.

These customers are also active online and are influenced by customer reviews, referrals, and trustworthy brands.

4. Unique Selling Proposition (USP):

Your business provides energy-efficient HVAC systems combined with top-tier customer service. Your unique selling points include:

• Fast, reliable service: Offer same-day service calls for emergencies and timely follow-ups for installations and repairs.

• Energy efficiency: You specialize in eco-friendly HVAC systems that reduce energy costs for homeowners and businesses.

• Local expertise: With extensive knowledge of the local climate, you recommend the best solutions tailored to our area’s weather conditions.

5. Marketing Objectives:

• Increase website traffic by 40% over the next 12 months through SEO, content marketing, and paid advertising.

• Generate 20 new leads per month from local partnerships and community engagement activities.

• Build a customer loyalty program to increase repeat customers by 25%.

• Improve our online reviews and achieve a 4.8-star rating across review platforms within six months.

6. HVAC Marketing Strategy (See Below For details)

7. Performance Metrics:

• Website Traffic: Track monthly visitors using Google Analytics, aiming for a 40% increase.

• Lead Generation: Monitor the number of leads from local partnerships and advertising, with a goal of 20 new leads per month.

• Conversion Rate: Measure conversion rates for leads turning into customers through calls, form submissions, and online bookings.

• Customer Satisfaction: Track customer satisfaction through review platforms and post-service surveys, aiming for a 4.8-star rating.

• Repeat Business: Measure the increase in repeat customers using our loyalty program and service reminders.

This marketing plan provides a strategic framework for growing your HVAC business, combining modern digital strategies with traditional methods to maximize your outreach. Let me know if you need any adjustments or additions!

40 Actionable HVAC Marketing Strategies:

A. Effective Digital Marketing Strategies:

1. Build a High-Performing, Professional HVAC Website:

Your website is the first impression most clients will have of your HVAC business. It needs to be fast, mobile-friendly, and easy to navigate. Ensure that your contact information is visible on every page. To build trust, include a blog, service pages, and an “About Us” section. 

Use strong calls to action (CTAs) throughout the site to encourage potential clients to book services. A well-crafted website is essential for implementing the best HVAC marketing ideas that will drive leads and conversion

Ensure the design reflects your brand, making it memorable and professional. Your website is more than a digital brochure—it’s a lead-generating machine.

2. Optimize Your Website for SEO (Search Engines Optimization):  

Search engine optimization (SEO) is the cornerstone of driving organic traffic to your HVAC website. Focus on keyword research to identify the terms your target HVAC customers are searching for and strategically integrate them into your website’s content. Ensure your site loads quickly, is mobile-friendly, and has a clear structure that search engines can easily crawl.

Utilize proper meta tags, headings, and image alt texts to improve your site’s visibility. Use tools like Moz or Ahrefs to track keyword rankings and optimize your content accordingly. The higher you rank on Google, the more likely you are to be found by those ready to book your services. Don’t underestimate the power of organic traffic! 

3. Leverage Content Marketing with Targeted Blogging:

Content is king, and blogging is the way to establish your HVAC business as a leader in the industry. Write blog posts that answer common HVAC questions, such as “How often should I service my HVAC unit?” or “Signs your air conditioner needs repair.” Not only does this drive traffic to your site, but it also builds trust with potential clients.

Share your blogs on social media platforms and via email newsletters to maximize their reach. Consistency is key—post regularly to stay top of mind. Always include calls to action in your posts to convert readers into leads.

4. Enhance Visibility with Google Business Profile and Local SEO:

A fully optimized Google Business Profile (formerly Google My Business) is non-negotiable for HVAC marketing. It ensures that your business appears in local map searches and the coveted “3-pack” of top listings. Fill out every section of your profile, including services, hours of operation, and photos of your team in action.

Regularly post updates and respond to Google reviews—both positive and negative. Encourage satisfied customers to leave online reviews to boost your credibility. Keep your profile updated with any seasonal promotions or changes in hours. A strong presence here translates to more calls and more booked jobs.

5. Nurture Leads with Targeted Email Marketing:

Email marketing remains one of the most effective tools for nurturing leads and keeping your HVAC business top of mind. Start by building a solid email list through opt-ins on your website and landing pages. Segment your list by customer type (residential vs. commercial) and send tailored content to each. Offer seasonal promotions, maintenance reminders, and HVAC tips to keep your audience engaged.

Use automated email sequences to follow up with potential leads who haven’t booked yet. Regular communication builds trust and increases the likelihood of repeat business. And don’t forget, email is a great way to upsell additional services!

6. Boost Engagement Through Social Media Marketing:

Social media isn’t just for likes and follows—it’s a powerful HVAC marketing tool. Platforms like Facebook and Instagram allow you to connect with your audience on a personal level. Post behind-the-scenes content, customer testimonials, and educational tips on maintaining HVAC systems.

Use paid ads to target homeowners in your area who might need HVAC services. Engage with your audience by responding to comments and messages promptly. Run HVAC social media contests or giveaways to drive engagement and grow your follower base. The goal is to stay visible and top of mind when someone’s AC unit breaks down!

7. Design and Build a High-Converting Sales Funnel:

A sales funnel takes potential clients through the journey from awareness to action. Start with a lead magnet like a free HVAC maintenance checklist in exchange for an email address. Use targeted emails and remarketing ads to guide them toward booking a service. Each stage of your funnel should be optimized with clear calls to action, whether it’s to book an appointment or schedule a consultation.

Discover what a sales funnel is, the key benefits it offers, and how to build a high-converting funnel that drives exceptional results.

Test and optimize your funnel to maximize conversions. The goal is to make the booking process as seamless as possible. The easier it is for clients to book, the more likely they are to do so.

Master the art of funnel-building! Enroll in our FREE Funnel Builder Certification Course and unlock powerful strategies to elevate your HVAC firm to new heights.

8. Drive Immediate Traffic with Google Ads (PPC):

If you want to see instant results, Google Ads (Pay-Per-Click) should be part of your HVAC marketing strategy. You can target specific keywords that potential clients are searching for, such as “emergency HVAC repair” or “air conditioning installation.” Set a budget and track your campaigns to ensure a strong ROI.

A well-executed PPC campaign will drive traffic directly to your site, where you can convert those clicks into leads. Focus on local keywords to attract clients in your service area. And don’t forget about retargeting ads to bring back potential customers who didn’t book on their first visit.

9. Maximize Leads Using Google Local Service Ads (LSAs):

Google Local Service Ads (LSAs) are another powerful tool in your HVAC marketing arsenal. LSAs appear at the top of Google search results and allow potential customers to contact you directly through the ad. These ads are pay-per-lead, so you only pay when someone contacts you.

Ensure your business is fully verified and your profile is complete to increase your chances of appearing in the top listings. LSAs are particularly effective for capturing high-intent leads who are ready to book immediately. Add customer reviews and service photos to make your listing stand out. LSAs can be a game-changer for HVAC lead generation!

Below is a comparison of the average ads metrics for LSA vs Google ads. It appears LSA is the better option.

10. Expand Reach with Facebook and Instagram Ads:

Social media ads are a highly targeted way to reach potential HVAC clients. Use Facebook and Instagram ads to promote your services, run seasonal specials, or announce new product offerings. You can target specific demographics based on location, interests, and behaviors. Create eye-catching visuals and include a strong call to action, such as “Book Your HVAC Service Today.”

Track your ad performance and adjust your targeting to improve results over time. Retarget website visitors or previous customers with follow-up ads to encourage them to book again. Social media ads keep your HVAC business in front of the people who need it most.

11. Craft a High-Converting Landing Page for Maximum ROI:

A landing page is a dedicated page designed to convert visitors into leads or clients. Whether you’re running ads or driving organic traffic, a high-converting landing page is essential. Keep it simple and focused on one offer, such as a free consultation or seasonal discount. Use compelling headlines, trust-building elements like testimonials, and a clear call to action.

Check out our article on building a high-converting Systeme.io landing page that will take your HVAC business to the next level.

Ensure your forms are short and easy to fill out. Test different elements like colors, headlines, and CTAs to see what works best. A well-optimized landing page can dramatically increase your conversion rates and lower your cost per lead.

12. Capture Lost Traffic with Retargeting Ads:

Not every visitor to your website will book a service on their first visit. That’s where retargeting ads come in. These ads target people who have already visited your website but didn’t take action. Show them a reminder of your services with a compelling offer to bring them back. Retargeting can be done through platforms like Google, Facebook, and Instagram.

You can even create custom retargeting audiences based on the specific pages they visited. Retargeting keeps your HVAC business top of mind and increases the chances of converting those lukewarm leads into paying clients.

13. Build Professional Connections with LinkedIn Marketing:

LinkedIn is often overlooked in HVAC marketing, but it can be a goldmine for commercial HVAC services. Create a strong LinkedIn profile that highlights your services and expertise. Connect with property managers, facility managers, and business owners in your area.

Share content related to HVAC industry trends, tips for maintaining commercial HVAC systems, and case studies of past projects. LinkedIn ads can also help you reach a more professional audience. Building relationships on LinkedIn can lead to valuable commercial contracts and long-term business opportunities.

14. Host Webinars to Showcase Expertise and Generate Leads:

Webinars are a fantastic way to showcase your expertise and attract new HVAC clients. Host a webinar on HVAC maintenance tips, energy-saving strategies, or common HVAC issues and solutions. Promote your webinar through email, social media, and paid ads to attract attendees.

During the webinar, provide valuable information while subtly promoting your services. Offer attendees a special discount or free consultation for attending. Webinars not only position you as an authority but also give you a direct line to potential clients who are already interested in HVAC services.

15. Engage Clients with Personalized SMS Marketing:

SMS marketing is a highly effective way to reach your clients directly and quickly. Send reminders about upcoming appointments, maintenance tips, or exclusive offers via text message. Ensure the messages are personalized and provide value, not just promotions. Use

SMS to re-engage clients who haven’t booked in a while by offering a limited-time discount. SMS has high open and response rates, making it a powerful tool in your HVAC marketing toolkit. Always provide an easy opt-out option to stay compliant and keep customers happy.

16. Launch an Affiliate Program to Amplify Sales:

Affiliate marketing isn’t just for eCommerce—it can work wonders for service-based businesses like HVAC. Create an affiliate program where satisfied clients, local businesses, or online influencers can promote your services in exchange for a commission. Provide affiliates with easy-to-share links and marketing materials.

Track their performance and reward top performers with higher commissions or bonuses. This type of program can dramatically expand your reach and generate new business without upfront ad costs. Word-of-mouth recommendations are incredibly powerful in HVAC marketing, and an affiliate program amplifies that effect.

17. Streamline Service with Online Booking Systems:

In today’s fast-paced world, clients want the convenience of booking services online. Offer an online booking system on your website where clients can easily schedule HVAC maintenance, repair, or consultations. Make the process simple by allowing clients to select a time and service, fill out basic information, and confirm the booking in just a few clicks. 

Use email and SMS confirmations to reduce no-shows and increase client satisfaction. By offering online booking, you not only make it easier for clients to choose your services but also save your team time on administrative tasks.

18. Integrate QR Codes for Quick Access to Offers:

QR codes are a simple but effective way to bridge the gap between offline and online marketing. Use QR codes on business cards, flyers, and even in-store displays that link directly to your booking page or a special promotion. Potential clients can scan the code with their phone to quickly access your offer.

This makes it easier for them to take immediate action and reduces friction in the conversion process. QR codes can also be used in direct mail campaigns to track engagement and drive clients online. It’s a seamless way to enhance your HVAC marketing efforts across multiple channels.

B. Innovative and Cutting-Edge Marketing Strategies for your HVAC Business:

19. Boost Customer Interaction with Chatbots:

Chatbots are revolutionizing customer service in HVAC marketing. They can answer frequently asked questions, book appointments, and provide pricing information—all without needing a human on the other end. Use chatbots on your website to provide 24/7 assistance to potential clients. Integrate them with your CRM to capture leads and follow up automatically.

Chatbots can even offer special promotions or discounts based on user behavior. The goal is to provide fast, reliable service that meets your client’s needs at any time. Plus, chatbots free up your team to focus on more complex inquiries.

20. Streamline Operations with HVAC Management Software:

Using HVAC management software like Jobber or ServiceTitan can streamline every aspect of your business, from scheduling to invoicing. These tools allow you to manage jobs, track technician availability, and automate billing—all from one platform. By using software to manage your operations, you’ll reduce errors and improve efficiency.

Clients will appreciate the smooth process and professional service, which can lead to repeat business. Plus, these tools integrate with your marketing efforts by allowing you to send automated follow-up emails, request reviews, and offer promotions based on service history. Efficiency is key to growing your HVAC business!

21. Financing Payment Option:

Offering financing payment options is a game-changer in HVAC marketing, especially when larger projects can feel financially overwhelming for customers. By giving clients the flexibility to spread payments over time, you remove one of the biggest barriers to making a sale—upfront costs. This makes your HVAC services more accessible to a wider audience, increasing conversion rates significantly.

Plus, promoting financing options in your marketing materials helps position your business as customer-friendly and solution-focused. It’s all about reducing friction and making it easier for people to say “yes” to your services. With financing, you’re not just selling HVAC installations—you’re selling convenience and peace of mind. In a market where trust and flexibility win, this could be your secret weapon.

22. Generate Leads Using Popular Sites:

Lead generation sites like HomeAdvisor, Angi, and Thumbtack are a goldmine for HVAC companies. These platforms connect homeowners with local service providers, giving you direct access to potential clients. Create a compelling profile that highlights your services, experience, and customer reviews. Respond quickly to job requests to increase your chances of winning the bid. 

While these platforms do charge a fee, the leads generated are often high-quality and ready to book. Over time, you can build a strong reputation on these sites, leading to more organic traffic and referrals.

23. Reach New Audiences by Guesting on Podcasts:

Podcasts are an underrated but highly effective HVAC marketing tool. By guesting on relevant podcasts, you can showcase your expertise, reach new audiences, and promote your business. Look for podcasts that focus on home improvement, energy efficiency, or small business success.

Share tips, stories, and advice that will resonate with the podcast’s audience. During your appearance, mention your services and provide listeners with a special offer or discount. This is a great way to position yourself as an industry expert while generating leads from a completely new channel.

24. Improve Efficiency and Engagement with Mobile Apps:

Mobile apps like Jobber and ServiceTitan Mobile can revolutionize how your team works in the field. Technicians can use these apps to track jobs, update service notes, and send invoices—all from their mobile devices. This improves communication and efficiency, leading to better service for your clients.

Mobile apps also allow for real-time updates, so clients are always in the loop about when their technician will arrive. In an industry where time is money, these tools help you get more done in less time. The result? Happier clients and more repeat business.

25. Capture Attention with Engaging Video Marketing Campaigns:

Video marketing is one of the most powerful ways to showcase your HVAC business. Create videos that highlight your services, explain HVAC maintenance tips, or show behind-the-scenes footage of your team in action. Post these videos on your website, social media, and YouTube to increase visibility.

Videos are more engaging than text or images alone and can help build trust with potential clients. Consider running video ads on platforms like YouTube and Facebook to reach a broader audience. The key is to create videos that are both educational and entertaining.

26. Establish Authority by Creating an Online Course:

Creating an online course is an excellent way to position your HVAC business as a leader in the industry. Develop a course on topics like energy efficiency, HVAC maintenance, or air quality improvement. Offer the course for free or as a paid option, depending on your goals.

Not only does this provide value to your clients, but it also builds trust and authority. Promote your course through your website, email marketing, and social media. By offering educational content, you’ll attract more leads and increase your chances of converting them into paying clients.

27. Attract Seasonal Business with Time-Sensitive Promotions:

Seasonal promotions are a great way to drive business during slower periods. Offer discounts on HVAC maintenance in the spring and fall, or run a special on new air conditioning units in the summer. Time-sensitive promotions create a sense of urgency, encouraging clients to book services before the offer expires.

Promote your seasonal deals through email marketing, social media, and paid ads. Make sure to include a strong call to action that motivates clients to take immediate action. Seasonal promotions can help you fill your calendar during off-peak times and keep your revenue steady year-round.

C. Build a Strong Brand and Earn Customer Trust

28. Gather and Showcase Authentic Customer Reviews and Testimonials:

Customer reviews are the lifeblood of HVAC marketing. Prospective clients trust reviews more than any other form of advertising. Encourage happy clients to leave reviews on Google, Yelp, and Facebook. Showcase these testimonials on your website, social media, and in marketing materials.

Positive reviews build trust and credibility, making it easier to convert leads into paying clients. Respond to reviews—both positive and negative—promptly and professionally to show that you care about your customers’ experiences. Over time, a strong portfolio of reviews will become one of your most valuable marketing assets.

29. Launch a Referral Program to Grow Your Client Base:

Word-of-mouth referrals are some of the most effective and cost-efficient forms of marketing. Launch a referral program that rewards current clients for referring friends, family, or neighbors to your HVAC business. Offer incentives like discounts on future services or gift cards to encourage participation.

Make it easy for clients to refer others by providing them with referral cards or an online form. Promote your referral program through email marketing, social media, and on your website. A well-executed referral program can lead to a steady stream of new business with minimal advertising costs.

30. Focus on Exceptional Customer Satisfaction to Build Loyalty:

In the HVAC industry, customer satisfaction is everything. Happy clients are more likely to leave positive reviews, refer your business, and become repeat customers. Focus on providing exceptional service at every touchpoint, from the initial consultation to the completion of the job.

Follow up with clients after the service to ensure they’re satisfied and address any concerns. Consider sending a satisfaction survey to gather feedback and improve your service. The more satisfied your clients are, the more likely they are to spread the word about your HVAC business.

31. Commit to Continuous Improvement for Long-Term Success:

The HVAC industry is constantly evolving, and so should your business. Commit to continuous improvement by staying up-to-date with the latest industry trends, technologies, and best practices. Attend industry conferences, join professional associations, and invest in ongoing training for your team.

Regularly evaluate your marketing tactics and adjust them based on performance metrics. The goal is to always be improving, whether it’s through better service, more efficient operations, or more effective marketing. Continuous improvement ensures that your HVAC business stays competitive and successful in the long run.

D. Proven Traditional Marketing Tips To Grow Your Business

32. Reach Local Clients with Strategic Print Advertising:

Print advertising may seem old-fashioned, but it can still be a powerful tool in HVAC marketing. Use local newspapers, magazines, and direct mail to target homeowners in your service area. Include a strong call to action and a special offer, such as a discount on HVAC maintenance or a free consultation.

Ensure your print ads are visually appealing and clearly communicate your services. Track the performance of your print ads by including a unique phone number or promo code. Print advertising works best when combined with digital efforts for a comprehensive marketing approach.

33. Boost Engagement with Targeted Direct Mail Campaigns

Direct Mail is a tried-and-true method for reaching local clients. Use targeted mailing lists to send postcards, flyers, or brochures to homeowners in your area. Include a time-sensitive offer to encourage recipients to take action quickly. Direct mail can be especially effective for promoting seasonal HVAC services, such as pre-winter furnace maintenance.

Combine direct mail with HVAC digital marketing campaign by including QR codes that link to your website or booking page. While direct mail requires an upfront investment, it can lead to high returns when done correctly.

34. Distribute Eye-Catching Flyers and Brochures:

Eye-catching flyers and brochures can effectively showcase your HVAC services to potential clients. Distribute them in high-traffic areas, local businesses, and community events to increase visibility. Make sure the design is professional and visually appealing, with clear information about your services and promotions.

Use persuasive language and strong calls to action to encourage potential customers to reach out. Flyers and brochures can leave a lasting impression and serve as a tangible reminder of your services.

35. Increase Brand Visibility with Billboards and Outdoor Advertising: 

Investing in billboards and outdoor advertising can help you reach a larger audience in your service area. Choose high-traffic locations to maximize visibility and create a memorable message that resonates with potential customers.

Use bold graphics and concise messaging to capture attention quickly, as people may only glance at your ad for a few seconds. Include your contact information and a clear call to action to encourage immediate responses.

36. Vehicle Wraps:

Vehicle wraps turn your company vehicles into mobile billboards, increasing brand visibility wherever you go. By prominently displaying your logo, contact information, and service offerings, you can attract attention from potential clients on the road.

Make sure the design is eye-catching and professional to leave a lasting impression. Vehicle wraps are a cost-effective way to promote your HVAC services while driving around your community.

E. Local Partnerships and Community Engagement:

37. Collaborate with Local Businesses to Reach a Broader Audience:

Partnering with local businesses can create mutually beneficial relationships that help you reach a wider audience. For example, team up with local real estate agents, home improvement stores, property managers, home builders, or contractors to cross-promote each other’s services.

This collaboration can lead to referral opportunities and increased brand awareness within your community.

Dive into our in-depth articles on Interior Design Marketing Ideas, Property Management Marketing Strategies, Roofing Marketing Tactics, and Home Builder Marketing Insights. Each one is loaded with actionable tips and innovative strategies you can apply to accelerate the growth of your HVAC business.

38. Join Local Industry Associations to Build Credibility: 

Being a member of local industry associations enhances your credibility and provides networking opportunities with other professionals. Attend meetings, participate in events, and leverage the resources offered by these organizations to stay informed about industry trends and best practices.

Building relationships within these associations can lead to potential collaborations and referrals.

39. Participate in Community Events to Enhance Your Brand:

Engaging in community events, such as fairs, festivals, or local sports games, allows you to showcase your HVAC services while giving back to the community.

Set up a booth, provide informative materials, and offer promotional giveaways to attract potential customers. Participation in these events enhances your brand visibility and fosters positive community relations.

40. Partner with Local Influencers to Build Trust and Reach: 

Collaborating with local influencers can help you tap into their audience and build trust within the community. Find influencers who align with your brand values and have a genuine connection with their followers.

They can promote your HVAC services through social media posts, stories, or events, helping you reach a broader audience and enhance your credibility.

41. Host Local Workshops to Educate and Engage Your Community:

Hosting workshops on HVAC-related topics can position your business as an industry expert while providing valuable information to the community. Offer sessions on energy efficiency, seasonal maintenance tips, or indoor air quality.

Engaging with attendees during these workshops builds relationships and encourages them to consider your services for their HVAC needs.

42. Sponsor Local Initiatives to Strengthen Community Ties:  

Sponsoring local initiatives, such as sports teams, charity events, or community clean-up days, showcases your commitment to the community and enhances your brand reputation.

This sponsorship helps raise awareness for your business and builds goodwill among community members. When residents see your business supporting local causes, they are more likely to choose your HVAC services when needed.

Final Thoughts:

Mastering HVAC marketing is all about finding the right combination of strategies that work for your business. By integrating both digital and traditional methods, you can reach a wider audience and generate more leads. Whether it’s through building a strong online presence, utilizing local marketing channels, or leveraging cutting-edge technology, the key is to stay consistent and always look for ways to improve.

Your HVAC marketing campaigns should evolve as your business grows and as new trends emerge. By focusing on customer satisfaction, trust-building, and continuous innovation, you can ensure long-term success as an HVAC contractor in the industry

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Reference:

1. Worldmetrics,org
2. HVAC Tactician