Is your business struggling to secure consistent leads? Are you wondering how other contractors seem to maximize their marketing spend and keep their calendars filled?
For Cooper Heating Cooling Plumbing and Electrical in the Denver area, the best formula for driving growth involves:
Making deeper local connections by giving back to their communities.
Partnering with local media outlets for marketing and advertising.
Focusing on website SEO and creating a micro page for every neighborhood they serve.
Creating multiple Google business pages for each location, with all services listed.
Asking customers for reviews on every job (service, maintenance, or new installs).
Utilizing ServiceTitan’s Marketing Pro, Scheduling Pro, and Dispatch Pro to automate the entire process.
Whether it’s a magic formula or secret sauce, Cooper’s local marketing strategy combined with Marketing Pro and Scheduling Pro shows outstanding results, such as:
$21 cost per lead (cost to generate)
$8.3 million attributed revenue to email campaigns
$1.8 million in revenue for automated SMS campaign focused on open HVAC estimates
53% net new customers with Scheduling Pro
30.5% booking rate
694 total jobs booked
“The cost per leads is pretty incredible,” Kent says. “We don't just go on feelings anymore, [our marketing] is data-driven. We can actually look up what we're doing next week, what campaigns we have running, and what we need to tweak. It's just all data-driven. We throttle up and down constantly.”
Making Deeper Local Connections
Cooper Heating & Cooling is a 47-year-old, locally veteran-owned, HVAC-plumbing-electrical company based in Denver and serving customers throughout the Front Range of Colorado. The company employs more than 100 technicians, and its 2025 earnings are projected at $35 million to $40 million. The company has used ServiceTitan since 2018.
Cooper gives back to its local communities in two distinct ways:
Donates 1% of all service and maintenance profits to the Colorado Children's Hospital, plus employee blood donations.
“We had an employee who had a child there, and the company just rallied around them,” Kent says. “I've been there a couple of times to hand off donation checks, and it's an amazing place. It's using the company to be able to help children throughout the Front Range of Colorado.”
For every full HVAC system Cooper sells, the company donates $100 to the Colorado Tree Coalition.
“It’s a summer campaign to offset our carbon footprint,” Kent says. “That’s what it costs for them to buy and plant a tree throughout the Front Range.”
Through both initiatives, Cooper strives to build deeper local connections and make a bigger impact on its local community.
“We let customers know that by coming with us, we're not just selling them an HVAC system, but we're going to be giving back to the community on their behalf,” Kent explains.
Partnering with Local Media Outlets
Rather than marketing or advertising through national outlets, Cooper Heating & Cooling mainly advertises with local media outlets.
“It's about supporting local media,” Kent says. “We do a lot of local magazines, and associating ourselves with local stories is a great way to say, ‘We are from here. We care about this.’”
From building partnerships with local media to sponsoring local events, Cooper invests heavily on a local level.
“You get that local feel and vibe from local media outlets more than if you're doing it with a big national outlet, where you're just another client. So, that's how we feel about our customers and that's how we want to feel with our media partners,” he adds.
Focusing on Website SEO
When potential customers in Cooper’s service area search online for "HVAC near me” or “plumbers near me," Cooper Heating & Cooling shows up at the top. Kent says that’s due to the incredible effort the company makes to improve its SEO.
“We just do everything we can in and around our website, so we will rank wherever you are in the Denver metro, the Colorado metro, or Colorado Springs metro. So, all along the Front Range,” Kent says.
But Cooper also uses what Kent calls its “secret sauce.”
“We have a micro page for every single neighborhood we provide services for. We're matching our efforts on what we do with our Google Local Service Ads,” he explains. “When I open the back end of the LSA, we'll add a neighborhood, like Castle Rock for example. Do we have a Castle Rock page? Yes. Do we have all of our services on that page? Yes.
“We do a lot of that constantly. So, yeah, it's a labor of love,” Kent says.
Traffic generated for Cooper through paid advertising versus organic listings is about evenly distributed, he says, while traffic generated through social channels is about 20%.
In addition to creating those micro pages for each service area, including the services offered by each location, Kent recommends creating multiple Google Business Profiles for each location and updating the information regularly.
“That's where I would start: the Google Business Profile pages and then on your website, you want every single place you're servicing to have its own little microsite,” Kent says.
Asking Customers for Reviews on Every Job
A big part of boosting SEO for local searches involves customer reviews. Cooper Heating & Cooling currently has a 4.8-star ranking on Google with more than 4,500 reviews, many of which include thoughtful replies from the company to the customer leaving the review.
“Can you take us behind the scenes and let us know how you're getting so many good reviews?” asks Burgess.
“We ask for them. I mean, we ask a lot,” Kent says. “Anytime somebody gets a service call, whether it's just for a membership, AC maintenance, or a new install, they get asked to leave a review. We ask them to leave reviews on Google, Yelp, and Facebook, and 90% of the time or more, it’s overwhelmingly Google. We also respond to all the reviews.”
Kent says he often uses ChatGPT to respond to many of the reviews, but Cooper’s owner typically responds to any negative review and tries to offer a solution to fix the issue. Kent also uses a tool to map the Google reviews to specific locations, which helps to boost SEO.
If you’re not sure where to start, he recommends setting up ServiceTitan automation to send follow-up emails to customers after every job, thank them for using your services, and provide a direct link to leave a review on whichever platform you prefer.
“If you just got Marketing Pro and you're new to it, just know that it can automate a lot of this for you, from generating the reviews, monitoring them, and sending AI-powered automated responses,” Burgess says.
Automating with Marketing Pro, Scheduling Pro, and Dispatch Pro
Most of Cooper’s customers call to book appointments, Kent says, but about 20% of jobs are now made with Scheduling Pro, which allows customers to book online.
“Scheduling Pro is one of the Pro products I highly recommend for anybody,” says Savannah Balde, Cooper Heating & Cooling Office Manager. “For me, I'm one of those people. I just want to book online. Real-time scheduling feeds right into your dispatch board. It’s a great feature.”
Cooper also uses separate online schedulers at its Denver and Colorado Springs locations, so customers can book directly with their local business.
“It’s not even being local, it’s being hyper-local,” Kent says.
Kent also uses ServiceTitan’s follow-up email automation through Marketing Pro to run an email and SMS campaign on unsold estimates. In the first three days after sending an estimate to the customer, the company follows up by email to thank them for the opportunity and offers to address any concerns.
If the estimate is still unsold after three days, the customer receives an automated text message with similar information and a link to book the job online.
“This is where a lot of those online bookings happen. So, year to date, we've done $1.8 million [on the follow-up SMS campaign]. It's incredible. We're actually implementing that for our plumbing team and our electrical team.
“It's all data-driven. You don't know what's going to work until it does,” he adds.
Beyond marketing, Cooper Heating & Cooling wants to automate the entire customer experience. As an example, Kent and Burgess shared a recent customer’s journey where the entire process to purchase and install a $20,000 new HVAC system happened online.
“They never once called,” Burgess explains. “They booked their estimate on Scheduling Pro. Then a technician came out and gave them four estimates. Then the customer got an automated text from Marketing Pro and an automated email from Marketing Pro. They digitally signed the estimate and then the install was done.
“They didn’t have to call at all. That’s incredible,” Burgess says.
“It's happening more and more,” Kent says, especially when the techs present multiple options for the customer to choose from. “It's a soft sell, but it's a consistent one, and it is a qualified audience. People are getting the right information at the right time.”
>>Watch the full webinar on-demand for a demo on creating an Open Estimates Campaign.
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The new Marketing Pro Autopilot is also easy to use, especially if you don’t have time to build marketing campaigns from scratch.
“You can just go in, choose a prebuilt template like open estimates, membership renewals, and more, turn it on, and let it run,” Burgess explains. “Everything's automated, and it's designed to help you get those results fast without needing to be a marketing expert.”
In addition to Marketing Pro and Scheduling Pro, Cooper’s uses Dispatch Pro, along with Dispatch Assist, to schedule the right techs to the right jobs. Using both gives Balde more control over technician scheduling decisions, keeps the techs motivated to achieve, and the systems work together seamlessly.
ServiceTitan also announced a new feature for Marketing Pro. The highly anticipated Meta Ads integration with Marketing Pro is now in open beta release. The new feature will work the same as ServiceTitan’s integration with Google Ads, but now on the Meta platform.
If you want this feature turned on in your ServiceTitan account, simply reach out to your Pro product specialist and have them turn it on.
