Client Overview
Chancey & Reynolds is a trusted, locally owned HVAC company serving Knoxville, Tennessee. They handle heating and cooling repair, replacement, and maintenance for homeowners across the metro. With a near-perfect reputation and one of the highest review counts of any HVAC company in town, they’ve earned deep trust in the Knoxville community over many years of honest, reliable work.
Scope of Work
We built a year-round local marketing plan around three pillars:
- Local SEO: to rank for Knoxville heating and cooling searches all year, not just in peak season.
- Google Ads & Local Services Ads: to fill the slower spring and fall shoulder seasons with steady work.
- Google Business Profile & Reviews: to turn their strong reputation into consistent map-pack calls.
Objective
Chancey & Reynolds came to us with a common HVAC problem: feast or famine. Summers and winters were packed, but the shoulder seasons, spring and fall, went quiet, leaving crews idle and revenue uneven. They’d worked with marketing help before that didn’t move the needle. Their goal was simple: a steadier flow of calls across the whole year, so they could plan, staff, and grow with confidence instead of riding the seasonal rollercoaster.
The Challenge
Chancey & Reynolds had the reputation and the reviews, but their marketing wasn’t built for the full year. Here’s where they were stuck:
- Local SEO: They showed up on page one for some terms but sat below competitors for the high-value searches like “air conditioning repair Knoxville TN.” Strong rankings in peak season weren’t enough to carry the slow months.
- Seasonal swings: With no paid ads running, the spring and fall slowdowns hit hard. There was no system to drive maintenance and tune-up jobs during the quiet weeks, so crews sat idle and cash flow dipped.
- Reputation underused: Despite hundreds of happy customers, their Google Business Profile wasn’t fully optimized and reviews came in randomly. One of the best reputations in Knoxville wasn’t translating into the steady map-pack calls it should have.
Strategy and Execution
- Local SEO: Built for All Four Seasons. We restructured the site around the full range of Knoxville heating and cooling searches and built dedicated pages for repair, replacement, maintenance, and tune-ups. We added seasonal content so the site stayed relevant year-round and tied everything together with local schema and internal links.
Key Tactic: We targeted maintenance and tune-up keywords specifically to drive work in the slow shoulder seasons. - Google Ads & LSAs: Filled the Quiet Weeks. We launched targeted Google Ads and Local Services Ads timed to ramp up during spring and fall, capturing tune-up and early-season demand. Every lead was tracked, so we knew exactly which campaigns delivered booked jobs.
Key Tactic: We shifted ad budget toward the slow months instead of the peaks, so the calendar filled in where it mattered most. - Google Business Profile & Reviews: Steady Map-Pack Calls. We fully optimized their profile, added fresh photos and regular posts, and set up an automatic system to ask every happy customer for a review at the right moment. Their reputation finally started working as a lead engine, not just a nice-to-have.
Key Tactic: We turned a random trickle of reviews into a steady stream that lifts both trust and rankings.
The Results
Within a few months, the seasonal swings started to even out.
Local Keyword Rankings
Chancey & Reynolds climbed into the top results for “air conditioning repair Knoxville TN” and related repair and install searches across the metro.
Steadier Calls
Tracked phone calls grew, with the biggest jumps in the spring and fall weeks that used to be dead. Crews stayed busy through the shoulder seasons for the first time.
Sitewide Performance
Organic traffic rose, led by the maintenance and tune-up pages built to carry the slow months.
Profile & Reviews
Google Business Profile views climbed, and the steady review system pushed their already-strong 4.9-star rating to an even higher review count, cementing them as a top-trusted name in Knoxville.
The result: a fuller, steadier calendar all year instead of a boom-and-bust cycle.
Key Takeaways
- Marketing should cover all four seasons. Peak-season demand hides the problem; the slow months reveal it. Build for the quiet weeks and the whole year smooths out.
- Paid ads fill the gaps fast. Timed Google Ads and LSAs turned dead shoulder seasons into steady tune-up and maintenance work.
- Maintenance keywords are gold. Targeting tune-up searches drove jobs in months competitors ignored.
- A great reputation needs a system. Hundreds of happy customers only help if reviews come in steadily and the profile is fully optimized.
- Track every lead. Knowing which campaigns booked jobs let us put budget exactly where it paid off.
- Even strong businesses leave money on the table. A top reputation still left easy calls uncaptured until the fundamentals were fixed.
Conclusion
Chancey & Reynolds had the trust, the team, and the reviews, but their marketing wasn’t built for the full year. We changed that. Their calls and organic traffic are up, and their once-quiet spring and fall seasons now keep crews busy. Today, Knoxville homeowners find Chancey & Reynolds year-round, and the feast-or-famine cycle is finally behind them.
