If you run an HVAC business, you’ve probably wondered:
How many HVAC maintenance plans is too many? Or maybe… not enough?
Getting your HVAC maintenance plan pricing right isn’t just about numbers. It’s about strategy. The right number of membership options can boost customer loyalty, improve cash flow, and reduce seasonal slowdowns.
But too many choices? That can overwhelm people and hurt conversions.
This guide breaks down what top-performing HVAC companies are doing, how to think about tiered plans, and what actually works when it comes to keeping customers on board all year long.
The Real Debate: One Plan vs. Multiple Tiers
When it comes to HVAC maintenance memberships, contractors are split. Some swear by keeping it ultra-simple with one solid plan. Others argue that giving customers more options leads to better conversions and more upsells.
Let’s break down the different approaches and what we’ve seen work in the field.
The One-Plan Crowd
A single plan can be a game-changer, especially when it’s easy to explain and easy to buy.
Take Tony Yanniello, for example. His company runs a $99-per-address membership, no matter how many systems the customer has. That simplicity drives action. The result? They’re closing 9 out of 10 customers on memberships. That’s not a typo.
Why it works:
- No mental math for the customer
- No decision fatigue
- Clear value equals fast sign-ups
If your team struggles to sell or your techs are overwhelmed, one solid membership might be all you need to boost signups and keep things streamlined.
The Three-Tier Strategy
This is the “Goldilocks” approach, something for every homeowner.
A Good-Better-Best structure lets customers pick what fits their needs and wallet. Think:
- Basic: 2 seasonal tune-ups
- Mid-Level: Add in discounts and reduced service call fees
- Premium: Full perks like lifetime parts warranty or smart thermostat monitoring
Nathan Shafer is rolling out this tiered model and expects most homeowners to go with the middle plan where they feel like they’re getting great value without maxing out their spend.
Bonus: Higher tiers are often more profitable 💰 and they give your techs something meaningful to offer beyond just repairs.
Why Two-Plan Models Still Work
For some contractors, three feels like too much, especially if your customer base wants clarity, not choices.
That’s where two plans come in. Take Trent Jackson’s Deluxe and Premium tiers. It’s just enough to let the customer feel like they’re choosing without overwhelming them.
You can position one plan as the smart budget-friendly choice and the other as the all-inclusive VIP experience 👑. It’s cleaner, simpler, and still allows for meaningful upsells.
The Bigger Picture: Know Your Audience First
No matter how many options you offer, the real key to a successful HVAC maintenance plan is understanding what your customers actually want.
The Membership Puzzle Project found that knowing your audience deeply and understanding their values is far more important than just having multiple pricing tiers. They recommend interviewing your most loyal clients to uncover which benefits matter most, like priority service, warranties, or smart thermostat perks, and building your membership around that.
Because a plan that aligns with real customer needs will always convert better than one built on assumptions.
What Should Each Plan Include?
The best HVAC membership plans provide value at every level. Whether you offer one plan or three, what you include matters just as much as how you price it.
A solid plan creates loyalty, reduces emergency calls, and gives you steady, predictable revenue. But what exactly should go into each level?
Let’s break it down:
| Feature | Basic Plan | Mid-Tier Plan | Premium Plan |
| Seasonal Tune-Ups | ✅ 2 per year | ✅ 2 per year | ✅ 2 per year |
| Filter Change Reminders | ✅ | ✅ | ✅ |
| Light Inspection & Cleaning | ✅ | ✅ | ✅ |
| Repair/Accessory Discounts | ❌ | ✅ | ✅ (may include free repairs) |
| Reduced Service Call Fees | ❌ | ✅ | ✅ |
| Smart Thermostat Monitoring | ❌ | ✅ (optional NUVE Stat) | ✅ (often included) |
| Free Repairs on Select Parts | ❌ | ❌ | ✅ |
| Lifetime Part Warranty | ❌ | ❌ | ✅ |
| Front-of-Line Priority Service | ❌ | ❌ | ✅ |
| Smart Thermostat Upgrade | ❌ | Optional | ✅ (Included) |
This kind of side-by-side clarity helps customers make confident choices and often nudges them toward your higher-value plans.
Want to go even further in how your company is seen? Check out our breakdown of HVAC van wraps that actually get calls because brand trust starts at the curb.
🎥 Watch this for more on memberships and retention:
Pricing Strategies That Convert
The right pricing strategy can make or break your HVAC maintenance membership. It’s not just about affordability, it’s about perceived value, client retention, and long-term profitability. Here’s what smart contractors are doing:
Flat Rate Per Home Wins Trust
Many HVAC pros are finding success with a simple, flat rate per home instead of pricing per system. It reduces complexity and eliminates decision fatigue for the homeowner.
Take Tony Yanniello’s approach: $99 per address, no matter how many units. It’s clean, easy to explain, and it helped him hit a 90 percent close rate on new customers. The logic is simple. The more systems they have, the more value they see in the deal — and the more opportunities you have to upsell or service.
Monthly vs. Annual Billing
While monthly billing options might seem more approachable, offering annual payment options has a big benefit. It reduces churn and improves retention.
According to FT Strategies, the median 12-month survival rate for new monthly contracts is just 34%, compared to 70% for annual contracts. That means monthly subscribers are far more likely to cancel within the first year.
Need help figuring out what your pricing should be? Check out our full HVAC Pricing Guide which breaks down pricing psychology, common ranges, and how to balance profit with value.
Don’t Be Afraid to Charge More for HVAC Maintenance Plans
Underpricing might seem like a customer-friendly move, but it can hurt your margins and perceived value. In fact, Josh Roberts shared that he doubled the price of his company’s membership plan and it’s still selling well. The takeaway? Customers will pay more if they see the value, especially in top-tier plans that include things like lifetime warranties or front-of-line service.⚙️🚪
In short, pricing isn’t just about covering costs. It’s about positioning your membership as a no-brainer.
Should You Include Add-Ons Like Plumbing or Electrical?
Offering HVAC memberships is a powerful foundation, but many forward-thinking contractors are layering in plumbing and electrical services as part of their higher-tier plans, and seeing strong results.
When you offer more than just HVAC, you’re bundling services while increasing lifetime customer value. Homeowners love the convenience of dealing with one trusted provider 🤝. And when you offer plumbing or electrical service calls as part of your maintenance plan, you’re locking in more reasons for them to stay loyal.
Adding plumbing or electrical creates:
- Tier flexibility: Let customers choose what level of coverage they want.
- Easy upsells: Higher tiers can feel like a premium “home comfort bundle.”
- Deeper retention: More service areas = more reasons for them to stay.
1 Plan, 3 Plans. Just Make It Sell.
There’s no one-size-fits-all answer when it comes to HVAC maintenance plan pricing. Some of the most successful contractors swear by simplicity, a single, easy-to-understand offer that converts fast. Others go all in on a three-tier structure to upsell and provide more value.
The right move for your business depends on your market, your team’s capacity, and what your ideal customers actually care about. But no matter how many plans you offer, the goal is the same: create something that builds loyalty, generates recurring revenue, and keeps your trucks rolling all year long.
Want a website that drives plan signups? Contact Hook Agency and we’ll help you design a page that actually converts browsers into members.
