Design a heat-pump offer people can say yes to

Why a new line needs its own offer

Heat-pump jobs vary more than like-for-like furnace replacements. Ductwork condition, electrical capacity, the existing backup heat and the layout of the house can all move the cost. Homeowners also ask different questions: what will it cost to run, will it keep up in January, and which rebates apply. An offer designed for that buyer answers those questions on paper before your salesperson has to.

Who it is for

• Companies whose technicians are trained but whose quotes still look like a furnace quote with a different model number
• Owners who lose heat-pump jobs on price and can't tell whether the issue is the number or the way it is presented
• Start-ups that need a menu from day one, before they have job history to price from

If you haven't yet decided whether to launch at all, the launch plan comes first.

What is included

1. Package menu. Usually three options per system type, such as a single-zone ductless package, a multi-zone package and a ducted whole-home package, with clear differences between them. Whether you also offer dual-fuel or hybrid systems is a technical and regional call for your team; we shape how each is described.
2. Price structure. A base price per package plus defined adders for the things that genuinely vary: line-set length, electrical work, ductwork changes, removal of old equipment. Adders protect margin without surprising the customer.
3. Quote template. A layout that puts the homeowner's questions first: what is being installed, what it replaces, what changes in the home, the total price with no hidden mandatory fees, and what happens next.
4. Rebate language. Wording that names the program, links the official source and tells the customer eligibility is confirmed per job. Never a promise that the customer will receive it.
5. After-install offer. A maintenance or service plan that keeps the customer with you, and gives you a reason to call each year.
6. Sales notes. A one-page script for office and sales staff covering the five questions homeowners ask most.

Timeline

Offer design usually runs two to three weeks. Week one reviews your current quotes, costs and lost jobs. Week two drafts the package menu and price structure. Week three tests the quote template on real or recent jobs and adjusts.

How results are measured

We track three numbers before and after the new offer: the share of heat-pump quotes that close, average job value, and the share of jobs where the final invoice differs from the quote. The third one matters more than it looks. A quote that keeps changing after signing produces poor reviews, and poor reviews hurt a new line more than an established one.

A worked example

Say your last 20 heat-pump quotes averaged $14,000 and you closed 5 of them. If clearer packages lift that to 7 of 20 at the same average, that is $28,000 more revenue from the same number of home visits, before any new marketing. If defined adders also stop you underpricing two difficult jobs a season by $1,500 each, that is another $3,000 of margin. These are illustration numbers; your real ones go into the break-even model.

Mistakes to avoid

• Too many choices. Eight models across four brands looks thorough and closes poorly.
• Mandatory fees left off the headline price. Canada's Competition Bureau treats advertised prices that leave out unavoidable fixed fees as drip pricing.
• Green claims you can't back up. Statements about emissions or savings need evidence. The Bureau's guidance on environmental claims is worth reading before you print a brochure.
• No plan for year two. Without a service plan, the customer you just won has no reason to remember you.

Once the offer is set, launch marketing puts it in front of buyers. See pricing for what this work costs, or call, text or email to talk it through.