Every company must invest heavily in marketing. Without it, you can't promote your business or attract new customers. And certainly, no one running an HVAC company wants to rely just on word-of-mouth advertising. When it comes to attracting new consumers, many companies err on the side of complacency. However, if a company wants to expand, it needs to raise awareness of its offerings among customers. Your HVAC company if you don't have a solid strategy for attracting new customers. Finding new customers and getting them interested in your business is what "lead generation" is all about. The term "lead generation" refers to the method of acquiring consumer contact details.