How to Get More Heat Pump Leads: A Guide for Heating & Plumbing Businesses
Heat pumps are becoming a bigger part of the UK’s heating landscape. Government incentives are driving interest, manufacturers are investing heavily, and homeowners are more aware of running costs than ever before.
Among the engineers we’ve spoken to, around 38% now hold heat pump qualifications — yet most say they aren’t getting enough enquiries to make heat pumps a significant source of income.
This guide breaks down practical ways to generate heat pump leads and solidify yourself as an expert in your local area.
Why Heat Pump Jobs Are Worth Pursuing
For heating installers, there are three main benefits to diversifying into heat pumps:
Better margins
Heat pump installs typically bring in healthier profits than standard boiler swaps, especially when bundled with additional works like upgrades to radiators or controls.
A more resilient business
Boiler installs still dominate today, but diversification protects you from market changes and new regulations.
Future-proofing your company
Low-carbon heating isn’t a short-term trend. Early adopters build experience, reviews, and local reputation ahead of the curve.
Not sure if you should start working on heat pumps? Read our full guide here.
Step 1. Build Experience You Can Show
Customers rarely book a heat pump install on qualifications alone. They want to see evidence: photos, testimonials, and proven system performance.
All of this comes from experience, and the fastest way there is to create your first few installs yourself:
- Fit a heat pump in your own home if the property is suitable.
- Offer discounted installs for family or friends in exchange for detailed case studies.
- Collect running-cost data, before/after photos, and customer quotes.
Those first projects quickly turn into the assets you need for marketing, quoting, and customer conversations.
Step 2. Turn Boiler Enquiries Into Heat Pump Leads
Most homeowners who end up installing heat pumps don’t start with a heat pump enquiry — they start with a boiler problem.
That makes boiler quotes one of the strongest routes to new heat pump work.
During the appointment:
- Check suitability and share what a heat pump option would look like.
- Present boiler and heat pump choices side-by-side, with running-cost comparisons.
- Be transparent about pros and cons — honesty builds trust.
- Tell customers you’re able to handle the grant process (e.g., MCS certification). If you can’t, get this sorted first as it’s essential.
If a customer isn’t ready today, record that interest. Small teams often lose opportunities simply because no one remembers to follow up. Organised businesses win more work.
Step 3. Use Lead Generation Websites — But Track the Numbers
Platforms like Checkatrade, MyBuilder, Rated People and others can supply a reliable flow of heat pump leads when you’re building your portfolio. Installers who respond quickly and follow up consistently often see good early wins here.
But the key is measuring whether these platforms are profitable for you.
Two numbers matter:
Cost per lead (CPL)
What you paid for each enquiry, regardless of whether you won it.
Cost per acquisition (CPA)
What it cost you to win an actual booked install.
Heat pump jobs have longer sales cycles and sometimes require additional surveys, so it’s important to log:
- How many leads you bought
- How many you quoted
- How many turned into installs
- The total revenue from those installs
Patterns appear quickly. If the numbers stack up, lead gen sites are a helpful accelerator. If not, adjust your spend and focus on the channels that bring better-quality jobs.
Step 4. Update Your Website & Marketing to Attract Organic Heat Pump Leads
Homeowners do a lot more research before choosing a heat pump installer. They want clarity, reassurance, and real-world examples. That’s great news for smaller businesses because it levels the playing field.
Make sure your marketing covers the essentials:
A dedicated heat pump page on your website
Target keywords like air source heat pump leads, heat pump installers near me, and heat pump quotes. Include photos, case studies, running-cost comparisons, and grant information.
A strong Google Business Profile
Add “Air Source Heat Pump Installer” as a service and upload photos regularly. Many local leads start here.
Social proof
Short videos, before/after photos, and system walk-throughs build trust far faster than long technical explanations.
Local visibility
List yourself on local authority registers or schemes where customers actively look for approved installers.
Step 5. Use Job Management Software to Stay on Top of Every Lead
Even with strong marketing, many businesses still lose heat pump jobs because leads sit in notebooks, WhatsApp threads, or forgotten inboxes. In short, scattered information makes for missed opportunities.
Job management tools like Gas Engineer Software help you stay organised when leads come in:
Track every enquiry
Add notes like “interested in heat pump next year” so you don’t lose context.
Quote fast and accurately
Speed matters. A quick, professional quote keeps you at the top of the customer’s shortlist.
Schedule surveys without clashes
Heat pump installs often involve multi-stage work. Clean scheduling avoids delays and lost trust.
Automatic reminders
Quote reminders prevent leads from going cold, while boiler service reminders make for long-term loyal customers.
A complete customer history
When a homeowner calls back months later, everything you discussed is already in one place.
Final Thoughts
Heat pump demand is rising, and the installers who build early experience early will secure the strongest position in their local area. Start with one or two installs, build your proof, measure your lead sources, and refine what works.
When you’re ready to streamline your quotes, follow-ups, and lead tracking, Gas Engineer Software helps keep every detail in order so you never miss a job that should have been yours.