This week, Synergy’s Marketing Peer Group met via Zoom to share what is working right now in B2B marketing for commercial HVAC and mechanical contractors.
The conversation centered on practical strategies that independent contractors are using to strengthen communication, improve visibility, and better connect with both customers and employees.
One major theme was the growing use of AI tools in marketing. Members shared how they are experimenting with AI-generated images, content creation, and search visibility strategies. The focus was not on replacing creativity, but on using AI to support marketing teams that often operate with limited time and resources. For commercial HVAC businesses, this includes improving online presence, supporting recruiting efforts, and reinforcing brand messaging in a competitive market.
Video content was another key area of discussion. Several companies are investing in short internal videos to connect field teams with office staff. Others are producing customer-facing content such as testimonials, employee spotlights, and strategic messaging pieces. Members discussed different production approaches, including freelance videographers, in-house roles, and simple smartphone recording. The takeaway was clear: video is becoming one of the most effective tools for communication in mechanical contracting companies.
The group also talked about engaging field teams in marketing efforts. Incentives, branded merchandise, and creative internal campaigns have helped increase participation and make content feel more authentic. Community involvement initiatives were discussed as well, especially how to structure them in ways that allow service technicians and field employees to participate.
Synergy’s Marketing Peer Group is one example of how an HVAC peer group can provide real-world insight and accountability. Members share what is working inside their businesses and learn from non-competing contractors across North America. For companies looking to strengthen their marketing strategy, improve AI visibility, or expand video efforts, these peer discussions provide practical direction grounded in real operating environments.
If you are an independent commercial HVAC or mechanical contractor and want to learn more about Synergy’s peer groups, reach out to our team. We are always looking to connect with leaders who value collaboration and continuous improvement.
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If you’re a Synergy member interested in participating in the Marketing Peer Group, email Allison to be added to the group and included in future discussions.
