These guides set out the heat-pump playbook in enough detail that your own team could run it. Each one covers a single play, with checklists, worked numbers and the mistakes we see most often. They are written for Canadian installers, as of October 2026, with every program and rule linked to its official source.
We're a marketing and consulting service, not a contractor, so nothing here is installation, sizing or compliance advice. It's about how to explain heat pumps to the people who might buy one.
-
Answering cold-climate objections in heat-pump marketing
Winter-performance doubt ends more heat-pump quotes than price. This guide shows how to collect your customers' real objections and answer them with documentation and job stories rather than slogans.
-
The heat-pump comparison content blueprint
Comparison pages catch homeowners while they're still deciding what to buy. This blueprint shows which comparisons to build first in each market, how to structure a fair page, and how to show running costs without making promises.
-
The heat-pump rebate marketing playbook
Rebates bring in more heat-pump enquiries than any ad, and cause more disappointed customers than anything else. This playbook shows how to market incentives so the right homeowners call and nobody feels misled.
Guide 1: The rebate marketing playbook
Read the rebate marketing playbook.
Incentives drive more heat-pump enquiries than anything else, and they cause more customer disappointment than anything else. This guide covers:
- how to build and maintain an incentive map for your service area
- what to say about the federal rebate announced for 2027 while it isn't open
- a page outline for a rebate hub, with the claims rules we write to
- intake questions that sort eligible callers from hopeful ones
- the review routine that stops dead programs lingering on your site
It pairs with our rebate marketing service.
Guide 2: Answering cold-climate objections
Read the guide to cold-climate objections.
"Will it keep up in January?" is the question behind more stalled heat-pump quotes than price. This guide shows how to find the exact objections your customers raise, how to answer them using documentation rather than slogans, and how to turn finished installs into job stories. It includes:
- a method for mining call notes, reviews and lost quotes for objections
- an answer framework that keeps every technical claim tied to a source
- a job-story template your techs can fill in after an install
- how to talk about backup heat without sounding defensive
It pairs with our cold-climate content service.
Guide 3: The comparison content blueprint
Read the comparison content blueprint.
Homeowners compare before they call. This guide explains which comparisons matter in which provinces, how to structure a page so it's fair and still converts, and how to present running-cost examples without making promises. It includes:
- a decision table showing which comparisons to build first, by fuel mix
- a full page template, section by section
- a worked running-cost example with every assumption visible
- the internal-linking pattern that ties comparisons to rebate and winter content
It pairs with our comparison pages service.
Who wrote them and how they're kept current
The guides are written by HeatPump.Marketing under the direction of Ali Sedighi, MBA, drawing on the HVAC work described on our results page. Each program or rule they mention is linked to its official source and was checked on the date shown at the top of the guide.
Because incentives change so often, we review each guide before every heating season and whenever a major program opens, closes or changes. If you spot something out of date, call, text or email and we'll check it. Treat any figure here as a starting point, then confirm it with the administrator before it goes on your own website or in an ad.
How to use these guides
Most installers get the most from reading them in order. Rebates bring people in, winter answers keep them, and comparisons close the research phase. If you only have time for one, choose the one that matches your biggest leak:
- Few enquiries? Start with the rebate playbook.
- Plenty of quotes, few signatures? Start with cold-climate objections.
- Losing to cheaper furnace swaps? Start with the comparison blueprint.
For program news between updates, the team at HeatPumpNews.ca follows openings and closures across Canada. If you'd rather have someone run the playbook for you, see the pricing page or get in touch through the contact page.
Frequently asked questions
Are these guides free to use?
Yes. Read them, share them with your team and use the templates. We'd only ask that you don't republish them as your own.
How often are the guides updated?
Whenever an incentive changes in a way that affects the advice, and at least once a year before heating season. Each guide shows its last-updated date.
Do the guides give technical or legal advice?
No. They are marketing guides. Where they touch on regulators, programs or claims law, they link the official source, and you should confirm details with the administrator or your own adviser.