Heat-pump marketing in Quebec

The Quebec buyer

The typical Quebec heat-pump prospect already pays for electric heat and wants a better way to use it.

Seven in ten Quebec homes (70%) relied mainly on electric heat in 2023, against just 5% on natural gas and 4% on wood, per Statistics Canada. That makes the main buyer groups:

• Baseboard-heated homes, comparing ductless multi-zone units with staying on resistance heat.
• Homes with an electric furnace or central system, comparing a ducted heat pump.
• Older multi-unit buildings and plexes, common in Montréal and Québec City, with their own decisions and, in some areas, LogisVert bonuses.

Montréal, Québec City, Laval, Gatineau and Longueuil are the biggest search markets. Sherbrooke, Lévis and Saguenay are substantial regional markets with longer, colder winters.

Climate and seasonality

Quebec winters are cold, snowy and long, especially outside the St. Lawrence lowlands. Summers are warm enough that cooling is a real selling point.

• Late spring and summer: cooling-led campaigns for ductless and ducted units.
• Late summer and fall: heating-led campaigns with the LogisVert grant up front.
• Winter: education on cold-weather performance and backup heat, especially in Saguenay and other colder regions. See cold-climate content.

Incentives, as of October 2026

• LogisVert: Hydro-Québec sizes its ENERGY STAR heat-pump grant to the unit's rated capacity at -8°C: $50 for each 1,000 BTU/h, rising to $120 for cold-climate models, with a $6,700 ceiling. Geothermal and other measures are covered too. The page mentions the 2027 federal rebate and says LogisVert files are moving as usual.
• Rénoclimat: provincial assistance for insulation, airtightness and windows. From 2026-10-01 the pre-retrofit evaluation became optional and new caps apply; participants under the old rules must finish by 2027-03-31.
• Chauffez vert: closed after 2026-03-31.
• Canada Greener Homes Affordability Program: an agreement announced 2026-06-29 funds upgrades for about 25,000 low- and median-income households; the delivery program's name wasn't confirmed when we checked.

Regulators and language rules

Contractor licensing in Quebec runs through the Régie du bâtiment du Québec (RBQ), and construction-industry competency certification through the CCQ. Workplace health and safety falls under the CNESST.

Language matters as much as licensing. Since Bill 96 amended the Charter of the French Language, Quebec ads have to give French clear predominance, and anything on your website or social channels aimed at Quebec customers needs a French version. The OQLF is the authority. We don't give legal advice; we plan campaigns to be French-first from the start.

Why capacity at -8°C matters in your marketing

LogisVert ties the grant to the unit's rated capacity at -8°C, with a higher rate for cold-climate models. That gives Quebec installers an unusually concrete marketing angle: the grant itself rewards choosing equipment that performs in the cold.

Use it. A page that explains, model by model, the rated capacity from the manufacturer's documentation and the grant that follows from Hydro-Québec's formula is both a rebate explainer and a piece of cold-climate content. Show the arithmetic so homeowners can check it, and remind them that Hydro-Québec confirms the final amount.

How we'd approach Quebec

1. Write French-first, with French keyword research. "Thermopompe" searches behave differently from translated English terms.
2. Build a LogisVert explainer that shows how capacity at -8°C affects the grant, with a dated link to Hydro-Québec. See rebate marketing.
3. Compare against baseboards, not gas, for most audiences. See comparison pages.
4. Create plex and multi-unit pages for Montréal and Québec City.

The HVAC work our methods come from is on the results page. Return to the areas hub for other provinces.