If the technician doesn't mention the plan during the visit, the customer never hears about it. Busy-season techs often don't.
HVAC play · Maintenance agreements
HVAC maintenance agreement marketing that turns one-time calls into members.
Maintenance plan members book twice a year, call you first when something breaks, and usually replace their system with you. Spur finds the customers and nearby homeowners most likely to join, writes a plan offer for each one, and keeps the renewal mail going so members don't quietly lapse.
Free forever plan · No card · 20 property searches a month
USPSFirst-Class
Jordan Ellis8915 Sandpiper CtFishers, IN 46038Scan to join Comfort Club
Jordan E. joined Comfort Club from your postcard · 1 hr ago
AI-written for this owner · Mailed in 2 days
Your customersplus homeowners near them, in one list
Renewal mailscheduled before every plan expires
Plan offerwritten for each home's system age
The problem
Most HVAC companies sell plans at the truck and nowhere else.
A homeowner who called once for a no-heat repair has no reason to call you next time. They search again and find someone else.
Annual plans expire quietly. Without renewal outreach, a share of your recurring revenue disappears each year.
How it works
From list to mailbox in one workflow.
Five steps from a one-time customer to a plan member.
app.usespur.com
See it in Spur
A maintenance plan list in Spur
Sample one-time customers plus nearby look-alike homes in Fishers, IN. Names are partly masked.
Your customer listNot a plan memberLast visit 6–24 mo+ Neighbors within 0.5 miBuilt 2000–2015
- Jordan E.8915 Sandpiper CtFurnace tune-up · Oct last yearPast customerBuilt 2006
- Megan & Tom H.11230 Harbour Town DrNo-cool repair · 14 mo agoPast customerBuilt 2003
- Priya N.8941 Sandpiper CtSame street as a customerLook-alikeBuilt 2006
- Craig L.10877 Bowsprit DrAC tune-up · 19 mo agoPast customerBuilt 2001
- Aisha B.11305 Harbour Town DrSame street as a customerLook-alikeBuilt 2004
AI draft for Jordan E. · 8915 Sandpiper Ct
TWO TUNE-UPS A YEAR, AND YOU SKIP THE LINE.
Hi Jordan, we tuned up your furnace last October. Your home was built in 2006, so your system is at the age where regular maintenance does the most good.
Comfort Club is $16 a month. You get a spring AC visit and a fall furnace visit, priority scheduling when everyone else is waiting, 15% off repairs, and no overtime charges. We'll remind you when each visit is due.
Scan the code to join, or call and we'll set it up over the phone.
Hoosier Home Comfort · IN Lic. #CO11400238 · (317) 555-0148
Sample data for illustration. Your results depend on your market and filters.
Playbook
How to grow HVAC maintenance agreements with direct mail
Maintenance agreements are the most valuable thing most residential HVAC companies sell. Members provide predictable revenue, fill the schedule in spring and fall when demand is soft, call you first when something breaks, and usually choose you when it's time to replace the system. Buyers of HVAC businesses also look closely at plan count and renewal rate when they value a company.
Most shops rely on technicians to sell plans during service calls. That works when techs have time and training, and it misses everyone between visits. Direct mail fills the gap with two lists. The first is your own: past customers who aren't members, especially those with a visit in the last 6 to 24 months. They already trust you. The second is look-alike homeowners on the same streets, with similar build years and home values, who have never heard of you.
Write the offer in plain terms. Say what members get (two visits a year, priority scheduling, a repair discount, no overtime fees), what it costs per month, and how to cancel. Reference the customer's last visit or their home's system age so the card reads as personal. ENERGY STAR recommends a pre-season check of the cooling system in spring and the heating system in fall, which gives the plan a simple, credible rationale.
Time the mail for the shoulder seasons, when techs have open slots and homeowners are thinking about the season ahead: late winter for spring visits and late summer for fall visits. Avoid mailing plan offers in the middle of a heat wave, when your phones are already full.
Don't forget renewals. Annual plans lapse when nobody reminds the member. Mail a renewal card 30 days before each plan expires that recaps what they got that year ("two visits, one capacitor replaced at member price"). Track sign-ups and renewals by campaign so you know what grows the plan and what just costs postage.
10×return on a year of Spur Team from 30 new members at $199/yr
Thirty new members is recurring revenue every year.
- Spur Team: $588/yr, plus 1,500 plan-offer postcards at $0.94 = $1,410
- 30 new members × $199/yr = $5,970 in recurring revenue, before repairs and replacements
- First-year plan revenue alone = 10× your subscription, and it renews
Example math. Plan price, sign-up rate, and renewal rate vary. Run your own numbers →
One tool, not four
Spur vs. the usual way to sell maintenance plans
What you needThe usual waySpur
Non-member customer listExport from your FSM and a spreadsheet✓ Built in
Look-alike homes nearbyNot available✓ Built in
Plan offer per customerOne generic flyer✓ Built in
Renewal remindersManual calls, often missed✓ Built in
Sign-ups by campaignNo tracking✓ Built in
From HVAC companies using Spur
Results from the mailbox.
“I targeted homes over 12 years old in my service area and mailed 80 AI postcards with a QR to my seasonal tune-up page. Got 22 scan alerts in two weeks and booked 14 maintenance visits. Three of those converted to full system replacements.”
FAQ
HVAC maintenance agreement questions
How do I sell more HVAC maintenance agreements?
Add a second channel alongside your technicians. Mail past customers who aren't members, plus look-alike homeowners on the same streets, with a clear plan offer and a QR code to sign up. Then send renewal reminders before plans expire.
What should an HVAC maintenance plan include?
Most include two visits a year (spring cooling and fall heating), priority scheduling, a repair discount, and no overtime fees. State the monthly price and how to cancel on every piece of mail.
Can I mail my existing customer list with Spur?
Yes. Upload a CSV export from ServiceTitan, Housecall Pro, Jobber, or a spreadsheet. Leave current members out of the upload, then search the same streets for look-alike homes.
When should HVAC companies market maintenance plans?
In the shoulder seasons: late winter before spring visits and late summer before fall visits. Your techs have open slots and homeowners are thinking ahead.
How do I reduce maintenance plan cancellations?
Remind members what they got. A renewal card 30 days before expiry that recaps their visits and savings keeps the value visible. Spur can schedule it for every member automatically.
Keep exploring
Related plays and guides
Start in minutes. No card required.
Grow the revenue that renews every year.
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Find homeowners for your maintenance plan — freeFree forever plan · No card · 20 property searches a month
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