The Green Sheet Online Edition
August 24, 2026 • 26:08:02
Street Smarts
Growing your HVAC merchant portfolio - Part 2
In Part 1 of this series, I explored why the HVAC industry remains one of the strongest vertical markets for ISOs and merchant level salespeople (MLSs) and how understanding contractors' operational challenges can position your organization as a trusted technology partner. In Part 2, I'll present practical marketing strategies that can help you reach HVAC businesses, build credibility and continue growing your merchant portfolio.
Once you understand the needs of today's HVAC contractors, the next step is developing a marketing strategy that demonstrates your organization understands their business and can help them succeed.
Digital marketing continues to be one of the most effective ways to reach prospective merchants, but today's most successful campaigns go well beyond promoting payment processing rates. HVAC contractors are looking for business partners who understand their industry and can recommend solutions that improve efficiency, strengthen cash flow and simplify day-to-day operations.
The good news is that there are more tools available than ever to help you reach those prospects.
Utilize targeted outreach strategies
Digital marketing remains the foundation of successful business-to-business outreach, but the strategies continue to evolve. Artificial intelligence, marketing automation and customer segmentation now allow ISOs to create highly personalized campaigns without dramatically increasing marketing budgets.
Rather than sending one generic email newsletter to every prospect, consider creating separate campaigns for residential HVAC contractors, commercial mechanical contractors and service businesses. Tailor your messaging around their unique challenges, whether they involve financing expensive installations, promoting recurring maintenance plans or improving technician productivity.
Short-form educational videos have also become an effective way to demonstrate your expertise. LinkedIn videos, YouTube Shorts, Instagram Reels and other platforms allow you to introduce payment technology, digital invoicing solutions and customer success stories in a format that is easy to consume and share.
Remember that your goal is not simply to advertise your services. It is to position your organization as a trusted adviser that understands the HVAC industry.
Embrace AI without losing the human touch
Artificial intelligence has quickly become one of the most valuable marketing tools available to ISOs. AI can help create blog articles, email campaigns, social media calendars, landing pages, advertising copy, customer personas and even sales proposals in a fraction of the time it once required.
However, AI works best when combined with your own industry knowledge and experience.
Instead of relying entirely on AI-generated content, personalize it with real customer success stories, HVAC-specific examples and practical recommendations. Contractors want to know that you understand their business—not simply that you know how to use the latest technology.
AI-powered customer relationship management systems can also help identify sales opportunities, automate follow-up communications, score leads and remind sales representatives when contractors may be considering new payment or software solutions.
Maximize your online visibility
Maximizing the usability and searchability of your website remains one of the most effective ways to increase your organization's online exposure.
Think of your website as your digital storefront, a place where prospective merchants learn who you are, what you offer and why your organization is different. Optimizing your Google Business Profile and website for phrases such as "payment processing for HVAC contractors" or "HVAC mobile payment solutions" can help improve local search visibility and attract qualified prospects.
Pay-per-click advertising through platforms such as Google Ads can also be an effective way to generate new leads. By focusing on high-intent search terms, location targeting, realistic daily budgets and strong landing pages, your organization can attract contractors who are already searching for payment solutions.
Educate first, sell second
Every small business appreciates learning new ways to improve operations, and HVAC contractors are no exception. Consider developing webinars on topics developed specifically for HVAC contractors, such as: Five Ways to Speed Up Cash Flow for Your HVAC Business or How Digital Payments Can Improve Technician Productivity. Promote these educational events through social media, email campaigns and your website to increase awareness while demonstrating your expertise. Customer testimonials and case studies are equally valuable. Share stories illustrating how HVAC contractors have saved time, improved cash flow or strengthened customer relationships by implementing your solutions. Video testimonials, written success stories and downloadable guides all help establish credibility.
Other educational resource subjects might include:
- The 2026 Technology Guide for HVAC Contractors
- The ROI of Maintenance Plan Recurring Billing
- Five Ways AI Can Help HVAC Companies Grow
- How Digital Payments Improve Technician Productivity
Resources like these position your organization as a trusted adviser while helping generate qualified sales leads.
Build partnerships that create opportunities
Beyond traditional trade shows, consider partnering with HVAC software providers, equipment distributors, local trade associations or manufacturers already serving your target market. Contractors increasingly rely on integrated technology ecosystems, making strategic partnerships an excellent way to expand your visibility and credibility.
The HVAC market shows no signs of slowing down. Contractors continue investing in smarter technology, mobile workforces, automation and better customer experiences to remain competitive. As these businesses modernize their operations, they need partners who understand far more than payment processing alone.
For ISOs and MLSs, the greatest opportunity is not simply selling merchant services. It is becoming a trusted technology adviser who understands the industry's unique challenges and can recommend solutions that help contractors operate more efficiently and profitably.
The strategies discussed throughout this series can easily be adapted to other service-based industries as well. By taking the time to understand your merchants, providing educational resources and positioning your organization as a knowledgeable business partner, you can build deeper relationships, increase merchant retention and create new opportunities for long-term growth.
In today's competitive marketplace, knowledge, specialization and a genuine commitment to helping your merchants succeed remain among your greatest competitive advantages. 
Jaki Kackert is a seasoned marketing professional with experience supporting organizations across the payments and financial services industries. Through expertise in content marketing, digital strategy, public relations, and communications, she helps ISOs and Resellers build marketing strategies that attract, retain, and grow merchant portfolios. For more information please visit www.kackertmarketing.com or reach out to Jaki at jbkackert@gmail.com
Notice to readers: These are archived articles. Contact information, links and other details may be out of date. We regret any inconvenience.
