Where customers find you, where they don't, and what you can do about it.
Prepared for Collins Heating & Cooling • Updated April 1, 2026
Every recommendation in this report is backed by your real data — your Google Analytics, your search rankings, and your market. No guessing.
38+
HVAC companies competing in your service area
81%
Of Google searches where Collins shows up
7/10
Highland Searches in Google Maps (while open)
112
Collins' reviews vs. 2,000+ for the top competitor
The Short Version
Collins ranks in the top 3 for most Highland searches and shows up in 81% of all searches across the service area — that's a strong foundation. The two biggest gaps are the review count (112 vs. 1,000+ for the top competitors) and no visibility in Schererville, Munster, and St. John — three high-income cities with heavy HVAC demand.
Closing the review gap with NiceJob and building out city-specific pages on the new website are the highest-impact moves. The detailed data, competitor breakdown, and full action plan are all below — jump to the action plan if you want the bottom line.
Before You Dive In
There's a lot of information here. This is the full picture of your business, your market, and your competition — all in one place. It's meant to be a reference you come back to, not something you read cover to cover in one sitting.
This is your complete market picture. You don't need to come here for regular updates — we'll give you those separately. This is the research behind the work we're doing, so you can see exactly what we're looking at and why we're recommending what we recommend.
What's in here:
✓ Where customers are finding you right now (and where they're not)
✓ How you compare to 38+ HVAC companies competing in your area
✓ Every city you serve, broken down — who lives there, what they earn, how old the houses are, how many are homeowners vs. renters, and which cities have the most HVAC work available
✓ The types of customers calling in each area — what they care about, how they search, and what makes them pick one contractor over another
✓ Your real website traffic from Google Analytics — who's visiting, when, and from where
✓ What's changed in your market over the last 10 years — and why the old approach doesn't work the same way anymore
✓ The specific actions that will make the biggest difference
How to navigate: Use the menu at the top (or the ☰ button on your phone) to jump to any section. Start with the Action Plan if you want the bottom line first.
Your Market Looks Different Than It Did 10 Years Ago
Ten years ago, HVAC in Highland meant a handful of local shops competing for the same neighborhoods. Word of mouth and a yard sign were enough.
Today, companies backed by investment groups operate across all of NW Indiana with dedicated marketing teams, scheduling software, maintenance plans, and 1,000+ Google reviews. The businesses that show up online are the ones getting the calls.
Collins has a strong foundation — 20 years in business, a 4.8-star rating, and real expertise. The challenge now is making sure people can find you when they search. That's what this report is about.
Where Customers Look When They Need HVAC
When a homeowner searches for "furnace repair near me," Google shows results in this order:
1
Paid Ads— Companies paying for the top spots. Collins is not running ads.
2
Google Maps (the map with 3 businesses)— This is where most calls come from. Collins shows up here for 7 of 10 Highland searches while listed as open.
3
Website results— The regular list of websites. Collins shows up for 81% of searches — that's strong.
4
AI answers (ChatGPT, Google AI)— A growing way people search. Collins shows up for Highland but not other cities yet.
Key Findings
The most important things we found during this research:
🎉
Collins Still Holds the Local Pack in Highland — But the Rules Changed
Collins shows up in the Google Maps results for 7 of 10 Highland searches during business hours (including #1 for furnace repair). That's strong. But it used to be better — Collins used to show up across all service areas. Google changed how it handles businesses without a storefront address: they stopped showing service-area businesses in the local pack outside their home city, and they stopped showing businesses outside their listed hours. That double hit, combined with competitors now having 1,000+ reviews, means Collins has to work harder for the same visibility it had 5 years ago. The foundation is still there — the work now is closing the review gap and building stronger pages for each city.
⚠️
You Need More Google Reviews
Collins has 112 Google reviews. Your top 3 local competitors each have over 1,000. Google heavily favors businesses with more reviews when deciding who shows up on the map. Every happy customer who leaves a review helps close this gap.
👀
3 Cities Where Collins Isn't Showing Up Yet
In Schererville, Munster, and St. John, Collins doesn't appear on the first page of Google for the search terms we tested. Homeowners in those cities are finding other contractors first. These are high-value markets — the new city pages will help Collins start showing up there.
✅
Strong Position in Highland & Dyer
Collins ranks in the top 3 for most searches in Highland (your home turf) and you're the #1 result for furnace installation in both Highland and Dyer. You have a solid foundation — the goal is to expand this strength to the other cities.
Google Reviews: How Collins Compares
Google reviews are the #1 factor in who shows up on the map. Here's where Collins stands compared to the competition:
King Heating *
4,315
★ 4.7
Siemer HVAC
2,021
★ 4.9
Earl's Heating
1,369
★ 4.8
POPA Heating
1,355
★ 4.9
Centsible HVAC
493
★ 4.9
Meyer's
333
★ 4.7
STAT HVAC
160+
★ 5.0
▶ Collins
112
★ 4.8
Armando's
86
★ 4.7
* King Heating is mainly a Chicago company — NWI is a side market for them. Review counts verified via Birdeye, March 2026.
Your Position in Each City
How Collins ranks in each service area and who's winning each market. "Organic" means the regular website results. "Local Pack" is the top-3 businesses shown with the map. There are also paid ad slots and AI-generated results.
Highland (Home Base)
STRONG
Google results: Rank #1-2 for most searches
Local Pack: Collins #1 for furnace repair, #2-3 for others
Collins in Google Maps for 7 of 10 Highland searches (business hours)
Dyer
STRONG
Google results: #1 for furnace install, #3-5 others
Local Pack: Houston Htg #1, Earl's #2, HVAC Rios #3
Main threats: Williamson, EcoEdge, All American
Hammond
MODERATE
Google results: Rank #4-9 — shows up but not near the top
Local Pack: Comfort One, Mr. Freeze, Budd Mechanical
Biggest names there: King Heating, Polar, South Suburban
Griffith
WEAK
Google results: Rank #7-10 — near the bottom of page 1
Local Pack: Meyer's #1, Centsible #2, After Hours #3
We searched 28 things a homeowner might type into Google, checked at 10:48 AM on a weekday. Collins shows up in regular results for 21 of them, and in the map results for 7.
Google Maps Results — Highland (7 of 10, while open)
heating and cooling Highland Indiana: Organic #2, Pack #3
new AC Highland IN: Organic #6, Pack #3
Organic Rankings (21/28 keywords)
#1 for: heater repair, air conditioner repair, furnace replacement, AC installation, air conditioner replacement, whole home air purifier, HVAC contractor Highland, Collins brand, AC repair near me, HVAC contractor near me Highland
#2 for: furnace repair Highland, AC repair Highland, heating & cooling Highland, furnace repair near me
Strongest CitiesHammond, Highland, Munster, St. John
NATE Certified24/7 Emergency60+ Years
Armando's Heating & Cooling
Highland, IN
Moderate
WebsiteNO website (directories only)
Google Reviews★ 4.7 — 86 reviews
Local Pack#2 in Highland despite fewer reviews
⚠ Red FlagResidential address, 3 businesses same location
Google Rules Violation SuspectedNo WebsiteNo BBB
What Your Competitors Are Doing That's Working
Things the top companies are doing to win customers online. Green checkmarks = Collins does this. Red X = Collins doesn't do this yet.
What They Do
Who's Doing It
Why It Works
Collins?
A webpage for each city they serve
Williamson, EcoEdge, Siemer, Summers
Google shows the most relevant local page for each city
Has pages, needs more content
Constantly asking for reviews
Siemer (2,000+), POPA (1,300+), Earl's (1,300+)
More reviews = higher on the map = more calls
112 reviews — 10x behind
Running specials & deals
Siemer (6 active), Earl's (6), Meyer's, Lansing
Creates urgency — "I should call now"
Has a specials page
Maintenance membership plans
POPA, Siemer, Meyer's ($15/mo), King
Steady monthly income + keeps customers coming back
Doesn't have one
Blog with helpful articles
Siemer, Earl's, Summers, King
Google rewards websites that regularly add useful content
No blog
24/7 emergency service
POPA, King, Polar, Summers
Catches customers who search at night and weekends
Not offered
Online appointment booking
POPA, King, Summers
Customers can book without calling — less friction
Contact form only
Financing options shown on website
POPA (Wells Fargo), Earl's (18-mo), Siemer (0%)
Removes the "I can't afford it right now" objection
Not offered
BBB Accreditation
Siemer, Earl's, Meyer's, Lansing, STAT
Trust badge that shows in search results
A+ rated (not accredited)
What Your Competitors Are Offering Right Now
These are the deals and promotions your competitors are running as of March 2026:
Siemer HVAC
Free Diagnostic with any service repair
25% off second IAQ product
$50 off standard sump pumps
$100 off battery/water sump pump systems
Winter Furnace Clean & Check $69
0% financing options
Earl's Heating
$10 off furnace or AC tune-up
$50 off any boiler repair
$200 off Navien tankless water heater install
$200 off Air Scrubber installation
$50 off Aprilaire filter w/ new furnace
18-month special financing
Lansing Heating
$100 off new high-efficiency furnace
$50 off Roto-Brush duct cleaning
Special discounts for veterans & first responders
Senior citizen discounts
Meyer's Companies
$15/month Whole Home VIP Program
$25 off any service call
$75 off water heater installation
Wells Fargo flexible financing
▶ Collins Heating & Cooling
$100 off new AC installation
$100 off new furnace installation
$25 off Aprilaire filter installation
$50 off REME HALO air purifier
Website Features: Who Has What
What each competitor's website offers that Collins' doesn't (yet):
Company
Website Tool
Pages
Blog
Book Online
Chat
City Pages
Siemer
WordPress
50+
✅
✅
—
27 cities
King Heating
WordPress
50+
✅
✅
—
20+ cities
Earl's
WordPress
30+
✅
✅
—
—
Meyer's
WordPress
25-30
✅
—
—
20+ cities
Williamson
WordPress
30+
—
—
—
Every city
POPA
WordPress
15-20
—
✅
—
—
Summers
WordPress
100+
✅
✅
✅
25 locations
Lansing
WordPress
30+
—
✅
—
9 cities
STAT HVAC
Wix
15-20
—
—
—
—
EcoEdge
WordPress
30+
—
—
—
All cities
▶ Collins
WordPress / Divi
17
—
—
—
6 cities
Where Competitors Have Profiles Online
Customers don't just check Google — they look at Yelp, BBB, Facebook, and other sites. Here's where everyone has a presence:
Company
Google
Yelp
BBB
Facebook
Angi
Nextdoor
Awards
Siemer
★ 4.9 (2,021)
Listed
A+ Accredited
Active
4.8
✅
Carrier President's Award
POPA
★ 4.9 (1,355)
14 reviews
A+ (not accred.)
92% recommend
4.9
✅
Top Rated Local #2 IN
Earl's
★ 4.8 (1,369)
Listed
A+ Accredited
Active
4.7
✅
Trane Distinguished Dealer
King
★ 4.7 (4,315)
3.5 (122 rev.)
A+ Accredited
~70 reviews
4.3
—
#1 Plumbing Southland
Meyer's
★ 4.7 (~333)
2.0 stars
A+ Accredited
Active
4.7
✅
75 years
Summers
★ ~4.6
2.3 stars (216 rev.)
A+ Accredited
Active
4.6
—
Best Pick 4.9
▶ Collins
★ 4.8 (112)
18 reviews
A+ (not accred.)
Limited
5.0
11 Faves
None found
💡
Where Collins Has Profiles Online
Collins has profiles on Google, Yelp, BBB, Angi, Facebook, and Nextdoor. Platforms like HomeAdvisor, Thumbtack, Houzz, Birdeye, and Top Rated Local are paid services — worth evaluating ROI on a case-by-case basis, but not necessarily gaps that need filling. The biggest priority is maximizing the free platforms Collins is already on, especially Google.
💪
Competitor Weakness: Meyer's & Summers Have Terrible Yelp Reviews
Meyer's has a 2.0-star Yelp rating (14 of 20 reviews are 1-star). Summers has a 2.3-star rating (216 bad reviews). Homeowners researching these companies will see those ratings — that's an opportunity for Collins to be the better-reviewed alternative.
Suspicious Competitor Practices
During our research, we found competitors that may be breaking Google's rules to get an unfair advantage in the map results:
🚨
Armando's Heating & Cooling — Possible Fake Business Address
Listed at a residential house (8204 Kennedy Ave, Highland) with 3 completely unrelated businesses at the same address. Ranks #2 on the map in Highland despite having only 86 reviews (Collins has 112). This likely violates Google's rules and could be reported.
⚠️
Economy Heating & Cooling — Wrong Address on Google
Their Google listing shows 9031 Grace St (a house that sold for $7,900 — possibly vacant). Their real address is 2928 E 4th Pl, Highland. Using a wrong address can unfairly boost map rankings.
👀
American Heating & Cooling — Can't Verify This Business Exists
Shows 99 reviews with a perfect 5.0 rating and appears at #3 on the Highland map, but has zero online presence outside of Google — no website, no BBB, no Angi, no social media, no address listed. This business cannot be independently verified.
What Brands Your Competitors Sell
Which HVAC equipment brands each competitor sells and installs:
Brand
Sold By
Dealer Level
Carrier
Siemer, King, Lansing Heating
Factory Authorized (Siemer has President's Award)
Trane
POPA, Earl's
Distinguished Dealer / Comfort Specialist
Bryant
Meyer's
Factory Authorized Dealer
Armstrong Air
Collins, STAT HVAC
Authorized Dealer
Ducane
STAT HVAC
Installer
The NWI market is dominated by Carrier and Trane. Collins' Armstrong Air position is less crowded — fewer competitors, but the brand is less well-known to homeowners.
The Bottom Line
✅ Where Collins Wins
Strong in Highland & Dyer — top 3 for most searches
#1 in Google Maps for furnace repair Highland — showing up for 7 of 10 Highland searches during business hours
#1 for furnace installation in Highland and Dyer
Shows up in 81% of searches across all markets
Excellent reputation — 4.8 stars, A+ BBB
"Repairs first" approach that customers love
Talk to the tech directly — no middleman
Already has city pages for 6 service areas
Google Business Profile is well-maintained with weekly posts
❌ Where the Challenge Is
The competition is deeper than it used to be — 38+ companies now compete across these cities, which means fewer leads per city for everyone, and each one is harder to win
Businesses with a storefront get a head start in Google Maps — we close that gap with stronger pages and more reviews, but it means working harder for map placement outside Highland
112 reviews vs. 1,000-2,000 for the top 3 — the gap grew while competitors were actively collecting
Schererville, Munster, and St. John — not showing up on page 1 yet, and these are high-competition cities where established local companies already have a strong grip
Only 15 website pages vs. 50+ for top competitors
No blog, no online booking, no financing, no maintenance plan
No advertising running currently — competitors are spending $3K-$50K/month
AI search — showing up in Highland, but not yet in other cities
What to Do Next (and What It's Worth)
Prioritized by impact. Biggest needle-movers first. Each one links back to the data in this report.
1. Start Using NiceJob After Every Single Job
Worth: $18K–$48K/year
Collins has 112 reviews. The top 3 competitors have over 1,000 each. NiceJob is already installed and ready — every job that gets a review request closes the gap. Siemer grew from ~1,400 to 2,021 reviews in 12–18 months doing exactly this.
Siemer uses Podium and grew by ~600 reviews in 12–18 months. (See: Review Gap)
Reaching 250+ reviews strengthens Highland map placement and opens up visibility in other cities.
First step: After the next completed job, send the first review request. Make it part of the close-out — every job, no exceptions.
Timeline: 6–12 months to reach 250+ reviews at a steady pace.
2. Extend Your Listed Google Hours
Worth: $18K–$36K/year
Collins is listed as open 49 hours/week. For the other 119 hours, Google is less likely to show you. 66% of your website traffic comes outside business hours — those are people looking for help who can't reach you. Extending hours (even with voicemail) captures those leads at zero cost.
See the data behind this ↓
65.7% of all website traffic arrives outside business hours — roughly 1,190 visits/year. (See: Traffic & Analytics)
Your Google profile sends 127 clicks after hours. The 5pm–9pm window alone accounts for ~60 clicks. (See: Visibility Hours)
Listing 7am–9pm Mon–Sat would go from 49 to 84 hours/week — a 71% increase in visibility.
Important: Not everyone searching at 10pm has an emergency. Many are researching and planning to call the next day. They pick from what they can see — if Collins doesn't show up because Google says you're closed, they call whoever Google shows them.
First step: We'll audit your directory listings first (Yelp, BBB, Angi, Facebook, etc.) to make sure hours match everywhere, then update Google. A voicemail greeting handles after-hours calls.
Timeline: Google reflects the change within days.
3. Build Strong Pages for Schererville, Munster & St. John
Worth: $24K–$60K/year
Collins doesn't show up on page 1 in these three cities. They're also three of the highest-income markets you serve — St. John averages $127K+ household income with 97% homeownership. Williamson shows up in 88% of all searches because they have a page for every town.
See the data behind this ↓
Schererville: 29,600 people, $86K median income, 80% homeownership. STAT HVAC and Siemer dominate. (See: City Rankings)
St. John: 26,100 people, $127K+ median income, 97% homeownership, grew 27% since 2020.
These are also the best targets for paid ads. Cities where Collins doesn't rank well naturally are exactly where ads would have the most impact — filling the gap while the new pages build up.
First step: The new website (target: May 2026) includes these pages. Each one needs unique, locally relevant content — not just the city name swapped into a template.
Timeline: 3–6 months after pages go live for Google to start ranking them.
4. Strengthen the Installation Pages
Worth: $24K–$48K/year
Collins ranks #1–#2 for repair searches but drops to #4–#6 for installation searches. Installation jobs are the big-ticket work ($3,000–$8,000 vs. $150–$500 for repairs). Every installation search lost to a competitor is the most expensive missed call.
Moving from position #5 to #2 could mean 2–4 extra installation leads per month. At $5,000 average: $24K–$48K/year.
First step: On the new site, build out installation pages with: what's included, what equipment Collins installs, timelines, and 2–3 customer stories about installation experiences.
Timeline: 3–6 months after new pages are live.
5. Report the Suspicious Google Listings
We're handling this
At least two competitors appear to be breaking Google's rules to get map placement they shouldn't have. Armando's is listed at a residential house with 3 unrelated businesses at the same address. American Heating has a perfect 5.0 with zero online presence outside Google. If even one gets removed, Collins moves up in the Highland map results. We'll file the reports — no action needed on your end.
Future Opportunities (When Budget Allows)
Google Local Services Ads — pay only when someone calls. $25–$85 per lead, ~55% close rate. Estimated: $36K–$72K/year on a $1K–$2.5K/month budget plus management.
Maintenance membership plan — POPA, Siemer, and Meyer's all offer these ($15–$25/month). Steady monthly income + locks in customers for future replacements.
Blog content — Meyer's has 300+ posts and it shows in their search visibility despite having almost no reviews. Seasonal tips and common HVAC questions help Google rank the site higher.
How Fast Are Competitors Getting Reviews?
It's not just about how many reviews you have — it's about how fast you're getting new ones. Companies that actively ask for reviews grow much faster:
Company
Total Reviews
Est. New Reviews/Month
Review Tool
Responds to Reviews?
King Heating
4,315
50-80/month
Manual (no tool detected)
✅ Yes — professional responses
Siemer HVAC
2,021
30-50/month
Podium (confirmed)
✅ Yes — Podium automated
Earl's Heating
1,369
15-25/month
None detected
✅ Yes — owner responds
POPA Heating
1,355
15-30/month
None detected
Unknown
Centsible HVAC
602
8-15/month
Direct Google link on site
Unknown
STAT HVAC
160+
3-5/month
None detected
Unknown
Williamson
137
2-4/month
None detected
Unknown
▶ Collins
112
Low
NiceJob (ready)
Unknown
Armando's
86
2-4/month
None detected
Unknown
Meyer's
~8
<1/month
None
N/A
💡
Siemer Uses Podium — That's Why They're Growing So Fast
Siemer is the only competitor we found using a professional review management tool (Podium). Their website previously showed 1,405 reviews — they're now at 2,021. That's roughly 600 new reviews in about 12-18 months. NiceJob is already set up for Collins to do the same thing — it just needs to be used after every job. That's the fastest way to close the review gap.
⚠️
Meyer's = Cautionary Tale
Meyer's has been in business for 75 years but only has 8 Google reviews. Proof that longevity alone doesn't build your online presence. Without actively asking for reviews, even a great business stops showing up online.
Social Media: Who's Active Where
Where competitors are active online beyond their website and Google listing. Links go directly to their profiles:
FB = Facebook, IG = Instagram, YT = YouTube, X = Twitter/X, LI = LinkedIn, ND = Nextdoor. No competitor was found on TikTok — wide open opportunity.
📺
King Heating Runs TV Commercials
King Heating is the only competitor with TV advertising (tracked on iSpot.tv). They also acquired Hollaway-Meyer's in Hammond — a company that served Hammond since 1927. This puts a well-funded, multi-brand competitor directly in Collins' service area. King now has 7 acquired companies, 50-200 employees, and signing bonuses for new techs.
📸
Where to Focus: Facebook & Google Are What Matter
For NW Indiana homeowners ages 45–60, Facebook and Google are the only platforms that drive real business. Collins already has a Facebook page (356 likes). Instagram is noise for this market — the target customers aren't browsing Instagram for HVAC contractors. A blog on the new website would help Google rank Collins higher, and Meyer's proves that consistent helpful articles (300+ posts) can build visibility even with barely any reviews.
Website Speed Comparison
Google ranks faster sites higher. Over half of visitors leave if a site takes more than 3 seconds to load on a phone.
Company
Load Time
Verdict
POPA Heating
0.50s
Fastest
Williamson
0.79s
Good
Siemer
0.80s
Good
▶ Collins
0.84s
OK — the new build will be faster
Earl's
1.07s
Acceptable
King Heating
1.68s
Slow
Meyer's
1.87s
Slowest
The new Collins site will be in the "Good" range or better. Faster site = higher on Google = more calls from phones.
Who's Growing? Hiring & Expansion
Job postings tell us which competitors are hiring and getting bigger:
Company
Hiring?
Open Positions
What It Means
King Heating
Yes — Aggressively
Multiple HVAC techs + installers, signing bonuses
7 acquisitions, 50-200 employees, expanding into NWI
Earl's Heating
Yes
Lead Installer ($70K-$150K), Service Tech
Growing — competitive pay signals investment
POPA Heating
Yes
Service Tech ($20-$27/hr + benefits)
Expanding capacity
Siemer
Careers listed on Indeed
No specific current listings confirmed
Stable
▶ Collins
No listings found
—
Owner-operated, stable
Meyer's
No listings found
—
Stable
Who's Spending Money on Ads
Who's paying for ads, who's handling their marketing, and roughly how much they're spending:
Company
Marketing Agency
Estimated Monthly Ad Budget
Paid Ads?
How They Run It
Summers PHC
Carroll Media (AI lead gen)
$15,000-$50,000+
Very High
AI-powered lead finding, print ads in NWI Times, high school sports sponsorships
King Heating
5Fold Marketing (home services)
$10,000-$30,000+
Very High
TV commercials, tracks every call from ad to completed job, $14 back for every $1 spent on ads
Siemer
EMSC (Chicago marketing agency)
$3,000-$8,000
High
Podium reviews, speed optimization tools, ad tracking
Earl's Heating
No agency found — uses ServiceTitan
$2,000-$6,000
High
ServiceTitan call tracking, ad tracking, Facebook tracking
Lansing Heating
MTA360 (HVAC specialist)
$2,000-$5,000
High
HVAC-specific agency endorsed by Carrier, Trane, Bryant
Meyer's
NUVEW (Crown Point, IN)
$1,500-$5,000
Moderate
Microsoft Clarity analytics, local NWI agency
POPA
None detected (likely DIY)
$500-$2,000
Low
Basic WordPress, minimal tracking
▶ Collins
None
$0
None
Google profile actively managed, website redesign planned
STAT HVAC
None
$0-$500
Minimal
Websites.com basic builder — no analytics at all
💰
What Do Google Ads Cost in This Market?
These are industry benchmark numbers for what competitors are typically paying — not quotes or proposals. The average cost per click for HVAC keywords in this market is about $9 per click. Emergency keywords like "24-hour AC repair" can cost $30-$50+ per click. Most small HVAC companies spend $3,000-$5,000/month on ad spend alone. A more affordable option: Google Local Services Ads cost $25-$85 per lead with about a 55% close rate. Important: These figures are the ad spend only — what goes directly to Google. Running ads also requires ongoing professional management (strategy, setup, optimization, reporting, and adjustments), which is a separate cost on top of the ad budget. Most of the competitors listed in this report are paying an agency to manage their campaigns in addition to the ad spend itself.
💥
King's Agency Documented 1,400% ROI
5Fold Marketing published a case study showing they achieved $14 back for every $1 King spends on ads. They track every phone call from ad click to completed job using ServiceTitan. King also runs TV commercials — the only NWI HVAC competitor advertising on television.
💡
Opportunity: Facebook Ads Are Underused in This Market
Only Summers and King appear to run Facebook/Instagram ads consistently. Industry benchmarks show Facebook leads typically cost $20-$75 for service calls and $40-$200 for installations in ad spend. These numbers reflect what goes to the platform — professional campaign management is an additional investment. That said, this channel is wide open in NWI since most competitors aren't using it.
What Competitors Are Actually Running Right Now
What we were able to verify competitors are actually running right now — ads, sponsorships, and community involvement:
Summers PHC
Most Aggressive Advertiser
Heavy Spend
Facebook Ads930 leads in 90 days, seen 877K times, ~$1 per click
Print AdsActive in NWI Times
Direct MailValpak coupons (active)
SponsorshipsVNN high school sports (5+ schools)
CommunityFood drive (99K+ items), 25K water bottles
CommunityChamber of Commerce, local sports/churches, Nextdoor Favorite 2022
Online Rating74 out of 100 (third-party score)
Website PromosChamber MemberNextdoor Favorite
Meyer's Companies
Print Advertiser
Moderate
Print AdsNWI Times display ads (confirmed)
DirectoryNWI Times business listing (active)
Content~300+ blog posts (biggest content producer)
Print AdsBlog Content
Earl's, STAT HVAC, True Quality, and Polar have no confirmed paid advertising campaigns. They rely on showing up in Google naturally, directory sites, and word-of-mouth. Facebook Ad Library requires manual browser access to verify active social ads — check here.
AI Search: Where You Show Up Now & Where You Could Grow
More homeowners are using Google's AI answers, ChatGPT, and Siri to find contractors. Here's where Collins stands today:
✅
Collins Shows Up in AI Results for Highland
When someone asks Google AI or ChatGPT "best HVAC company Highland Indiana," Collins is mentioned and recommended with positive language about honest advice, great service, and fair pricing. Your service pages are getting picked up.
Where You Show Up Now (7 Cities You Serve)
Collins appears in AI search results when homeowners search for HVAC services in Highland. That's your home base, and the AI tools recognize you there thanks to your strong reviews and service pages.
The other 6 cities (Schererville, Munster, St. John, Dyer, Griffith, Hammond) — Collins doesn't show up in AI answers yet. Competitors with more city-specific content (Siemer, Illiana, True Quality) are the ones AI tools recommend there.
What's Available If You Want to Grow
AI search is still new — only 2–3 competitors in all of NW Indiana are set up well for it. Most are in the same boat as Collins. The companies showing up are the ones with a dedicated page for each city and answers to common homeowner questions on their site.
The new website rebuild already includes city pages and FAQ content. That alone will put Collins ahead of most competitors for AI search — no extra work needed beyond what's already planned.
⚠️
Honest Market Context: The Window Won't Stay Open Forever
Private equity-backed companies (like King Heating, which has acquired 7 businesses) are expanding into NW Indiana with maintenance plans, 24/7 availability, and big ad budgets. The window for solo operators to establish a strong online presence gets smaller each year. This isn't a scare tactic — it's the trend. The sooner Collins shows up in AI results across all 7 cities, the harder it is for new competitors to push you out.
Why AI Search Matters
62% of HVAC searches on phones now show a Google AI answer at the very top. Those AI answers get most of the clicks — and the businesses mentioned get most of the calls.
42% fewer people are clicking on regular website results since Google started showing AI answers. If you're not in the AI answer, many customers won't see you at all.
AI Search Readiness: How Competitors Compare
What makes a website show up in AI answers: business info Google can read, pages for each city, answers to common questions, and helpful articles.
Company
Business Info Google Can Read
City Pages
Q&A Content
Helpful Articles
Ready for AI Search?
Siemer
Full — best in area
27 cities
—
~60 posts
High
Illiana Heating
Full — very detailed
15 cities
—
Active
High
True Quality
Full
10+ cities
—
Educational
Moderate-High
King Heating
Basic
35+ locations
—
~200+ posts
Moderate
Earl's
Basic
Some
—
~15-20 posts
Moderate
Meyer's
Basic
20+ cities
—
~300+ posts
Moderate
Williamson
Unknown
Every city
—
—
Moderate
POPA
Basic
—
—
—
Low
▶ Collins
Has it on rebuilt pages
6 cities
—
—
Low-Moderate
STAT HVAC
None
—
—
—
Very Low
🚀
Most Competitors Aren't Ready Either — That's the Opportunity
Only 2–3 companies in all of NW Indiana show up well in AI search. Everyone else is in the same position as Collins. The website rebuild (city pages + Q&A content + business info Google can read) will put Collins ahead of most competitors for AI search automatically.
How Collins Stacks Up
A quick side-by-side grading of Collins vs. the top competitors on the things that matter most:
Factor
Collins
Siemer
POPA
Earl's
Williamson
Google Reviews
D (112)
A+ (2,021)
A (1,355)
A (1,369)
C (137)
New Reviews per Month
D
A+ (Podium)
B
B
C
Google Maps (Top 3)
B (7/10 Highland searches, while open)
A
A+
A
C
Google Search Results
B+ (81%)
B (54%)
C (12%)
C+ (31%)
A (88%)
Google Business Profile
A (weekly posts)
A
B
B+
C
Website Quality
B
A
B
A-
B
Website Content
C (15 pages, no blog)
A (50+ pages, blog)
C (15 pages)
B+ (30+ pages, blog)
B (30+ pages)
City Pages
B (6 cities)
A+ (27 cities)
D (none)
D (none)
A+ (all cities)
Advertising
D (minimal)
B+ (EMSC agency)
C
B (ServiceTitan)
C
Social Media
D (FB only)
B+ (FB + IG)
B (FB + IG + YT)
C (FB only)
D
Reputation (rating)
A (4.8, A+ BBB)
A+ (4.9, A+ BBB)
A+ (4.9, A+ BBB)
A (4.8, A+ BBB)
A (4.9)
Trust & Differentiators
A (owner-operated, repairs-first)
A (Carrier President's Award)
A (58 yrs, Trane Distinguished)
A (50 yrs, Trane Specialist)
B (family-owned)
Grades are relative to NWI market competitors only, not national benchmarks.
What These Changes Could Be Worth
Rough estimates of what fixing these things could mean in extra revenue, based on what's typical for HVAC companies in this area:
Opportunity
What It Takes
Est. Additional Revenue/Year
Timeline
Getting into the Google Maps top 3 (Highland)
250+ reviews, Google profile improvements, steady new reviews coming in
$18,000 - $48,000
6-12 months
Ranking in Schererville & Munster
Stronger city pages, targeted content, more local presence
$24,000 - $60,000
6-12 months
Improving installation keyword rankings
Strengthen existing install pages with content & reviews
$24,000 - $48,000
3-6 months
Google Local Services Ads
$1,000-$2,500/mo ad budget + management fees
$36,000 - $72,000
Immediate
Review generation system
NiceJob is already in place — use it after every job
Compounds all other gains
Ongoing
Estimates based on average HVAC ticket values ($3,000-$8,000 for installations, $150-$500 for repairs) and typical call-to-job rates for local search. Actual results depend on capacity, pricing, and close rate.
Who Lives in Each City You Serve
Who lives in each city you serve. The three things that drive HVAC work: how much people make, whether they own their home, and how old the houses are.
Top Target
St. John ~26,100
Highest Value
Median Income$127,449 – $131,467
Homeownership97 – 98%
Median Home Age~2005
Med. Home Value$406,300
Seniors (65+)16.3%
Growth+27% since 2020
Top Target
Munster ~23,700
High Value
Median Income$105,764
Homeownership86.1%
Median Home Age1969 – 1972
Med. Home Value$312,000
Seniors (65+)17.9%
HVAC UrgencyHigh — aging 1960s–70s stock
Top Target
Dyer ~16,500
High Value
Median Income$101,183
Homeownership90%
Median Home Age1991
Med. Home Value$322,200
Seniors (65+)22.4% (highest)
HVAC UrgencyModerate — 1990s systems aging out
Core Market
Schererville ~29,600
High Value
Median Income$86,020
Homeownership79.8%
Median Home Age1988
Med. Home Value$325,000 – $385,000
Seniors (65+)19.4%
HVAC UrgencyHigh — 1980s systems in replacement zone
Home Base
Highland ~23,500
Mid Value
Median Income$76,219
Homeownership77.2%
Median Home Age1963 – 1976
Med. Home Value$240,000 – $260,000
Seniors (65+)18.2%
HVAC UrgencyHigh — oldest housing after Hammond
Core Market
Griffith ~16,200
Mid Value
Median Income$76,009
Homeownership72.4%
Median Home Age1964 – 1966
Med. Home Value$221,028
Seniors (65+)~14 – 17%
HVAC UrgencyHigh — heavily 1960s construction
Volume Market
Hammond ~77,100
Lower Value / High Volume
Median Income$53,950
Homeownership62.5%
Median Home Age1952 (oldest)
Med. Home Value$159,870 – $185,000
Seniors (65+)12.1%
Hispanic Pop.40.9%
About 60,500 Homeowners in Your Service Area
Across all 7 cities, there are approximately 60,500 owner-occupied homes — these are the households that hire their own HVAC contractor. Hammond has the most total homes (~18,400 owner-occupied) but the lowest incomes and highest renter rate. Munster, Schererville, Dyer, and St. John are the highest-value targets: high incomes, high homeownership, and homeowners who pay for quality work without shopping purely on price.
The average household income across the area is roughly $82,000. The average age is about 42. This is a middle-class to upper-middle-class suburban market where trust and reliability matter more than being the cheapest option.
Who's Actually Calling You
Who is actually calling? These profiles describe the real people making HVAC decisions in your service area.
Household income: $75,000 – $110,000. Owns a 3-bedroom ranch or split-level built between 1965 and 1990. Has lived there 10–20+ years. One or both work in healthcare, manufacturing, trades, logistics, or education. May commute to Chicago.
Their furnace is 12–18 years old. They know it is getting old but put off replacing it until something breaks. They call for a repair first. If the repair estimate is high, they think about replacement.
What they want: Someone who shows up on time, is honest about what the system actually needs, gives a clear price upfront, and does not try to sell them something they do not need. They will check Google reviews and ask a neighbor before calling.
How they find Collins: Google search ("furnace repair Highland IN"), Google Maps, neighbor recommendation, or seeing the van in the neighborhood.
Calls on the phoneChecks Google reviewsPrice-aware, not price-drivenHates high-pressure sales
Secondary: The New Suburban Family
Ages 32–42 • St. John, southern Schererville, newer Dyer
Household income: $100,000 – $135,000. Owns a 4-bedroom home built 2005–2018, around 2,500–3,000 sq ft. Both partners are professionals — one likely commutes to Chicago or works remote/hybrid.
Their HVAC is builder-grade equipment approaching 15–20 years old. They are noticing higher energy bills and efficiency issues. They are interested in upgrading to better equipment and may be open to air quality products (purifiers, humidifiers) if presented naturally.
What they want: Professionalism, cleanliness (shoe covers, cleanup), and clear communication. They will compare 2–3 contractors before deciding. They read multiple Google reviews carefully and may check Nextdoor or local Facebook groups.
How they find Collins: Google search ("best HVAC contractor near me"), reading reviews carefully, Nextdoor recommendations, or local Facebook groups.
Researches online firstCompares 2–3 contractorsOpen to upgrades / IAQValues professionalism
Tertiary: The Hammond Homeowner
Ages 35–50 • Hammond
Household income: $45,000 – $60,000. Owns (or inherited) a 2–3 bedroom bungalow or ranch built in the 1940s–1960s. The HVAC system is old and breaks down frequently.
Price is the primary factor. They will get multiple quotes and repair as long as possible before replacing. They value honesty above all — "Just tell me what it really needs." More likely to ask family and friends for recommendations than to search online.
Important note: Hammond has the largest population (77,100) but the fewest potential HVAC customers per capita due to high renter rates (37.5%) and lower incomes. Collins should serve Hammond customers well but should not over-invest marketing budget here versus Munster, Schererville, Dyer, and St. John.
Price is #1 factorRepairs over replacementWord-of-mouth drivenLargest city by population
The Review Gap: Collins vs. POPA
Reviews are one of the biggest factors Google uses to decide who shows up on the map — and they also help convince customers to call. The gap here is not small.
POPA Heating & Cooling★ 4.9 • Est. 1968 • Highland, IN
~1,100 reviews
▶ Collins Heating & Cooling★ 4.8 • Est. 2005 • Highland, IN
112
~10x gap
Collins needs roughly 1,000 more reviews to match POPA
Why this matters: Google uses review count + recency as one of the main factors for deciding who gets into the Local Pack (the top 3 businesses shown with the map). POPA has been collecting reviews consistently for years. Collins wasn't actively collecting reviews for about 2 years, while competitors were.
The plan: NiceJob is now in place to automate review requests after every job. Siemer grew from ~1,400 to 2,021 reviews in 12–18 months using Podium. At a similar pace, Collins could reach 250+ reviews within 12 months — enough to start appearing in the Local Pack for some searches.
Realistic target: Collins will likely never match POPA's total count (they have a 16-year head start and a larger operation). But 250–300 reviews with a 4.8+ rating and consistent monthly velocity is enough to compete for Local Pack placement, especially combined with a faster website and stronger content.
Your Website Traffic — Real Numbers from Google Analytics
Last 12 months of actual visitor data from GA4, pulled April 1, 2026. This is who's visiting your site, when, and from where.
66%
of your visitors come when you're closed
Two out of every three people who visit your website do it outside business hours. Extending your listed hours and adding voicemail captures these leads without changing your schedule.
1,811
Total sessions last 12 months
+46%
Traffic growth Jul–Dec vs Jan–Jun
301
Peak month Jan 2026 (furnace season)
65.7%
Traffic during off-hours
What This Means
Your site got 1,811 visits in the past year. That's not a ton of traffic — but it's growing fast. The second half of the year had 46% more visits than the first half. December and January were the busiest months (furnace season), which makes sense.
The most important number here: 65.7% of all traffic arrives when you're listed as closed. That's nearly 1,200 visits from people who found your site after 5pm, on weekends, or on holidays. They're looking for HVAC help and landing on your site — but if they call, nobody answers.
The fix is simple. Extending your listed Google hours (even with voicemail after hours) keeps you visible in Google Maps and gives those 1,200 people a way to leave a message. You don't have to work at 9pm. You just have to be reachable.
Where Traffic Comes From
How people are finding your website — corrected from raw GA4 data
Direct / Branded662 (39.9%)
Google Business Profile332 (20.0%)
Google Search (organic)244 (14.7%)
Buffer Posts (Facebook)220 (13.3%)
Referrals100+ (~6%)
Other search engines94 (5.7%)
ChatGPT6 (0.4%)
Key finding: Google Business Profile is the second biggest traffic driver at 332 sessions. GBP isn't just about showing up in Maps — it's sending real clicks to your website. That's more traffic than Google organic search.
What the labels mean: "Direct / Branded" = people who already know you (typed your URL or bookmarked it). "Google Business Profile" = clicks from your GBP listing (organic GBP + appointment links + Q1 campaign). "Buffer Posts (Facebook)" = your scheduled Buffer posts to Facebook — GA4 mislabels these as "paid" but no money was spent. "Other search engines" = Bing, Yahoo, DuckDuckGo. "Referrals" = Yelp, Armstrong Air, Yellow Pages, and other sites linking to you.
Devices
What people use to visit your site
Desktop50.6%
Mobile47.8%
Tablet1.6%
Almost half your visitors are on phones. The current site is slow on mobile — the new build should push mobile past 60% once load times stop scaring people away.
Top Landing Pages
Where visitors enter your site. The homepage handles almost everything — as the service pages build up traffic, they'll start pulling their weight.
Homepage1,137
Contact57
AC Installation35
Reviews29
Everything else<20
Takeaway: Once the service pages get indexed by Google (new site build), they'll start capturing people searching for specific services — "furnace repair Highland Indiana" should land on the furnace repair page, not the homepage. That means more relevant traffic and more calls.
Traffic by City
Which cities are sending visitors to your site. Only cities with enough data to report are shown.
Hammond
51
51
Highland
46
46
Munster
35
35
Schererville
29
29
Griffith
16
16
Dyer
7
7
Surprise: Hammond leads — not Highland. This makes sense because Hammond is the largest city in the service area (76,000+ people). St. John didn't generate enough traffic to show up here, which lines up with the demographics data (smaller, newer community).
That's roughly 1,190 visits from people who found your site but couldn't reach you. Some of those people called and got no answer. Some didn't bother calling because Google said you were closed. Either way — those are lost leads.
What to do about it: Extend your listed Google hours. Add voicemail. The site does the selling — you just need to give people a way to leave a message when you're not there. A voicemail at 8pm is better than a missed opportunity.
Google Business Profile Clicks by Hour
Every GBP click that led to your website, broken down by hour of day. Green bars = your listed business hours. Gray bars = when Google shows you as closed.
220
clicks during business hours (63.4%) • avg ~24/hr
127
clicks after hours (36.6%) • still active evenings
12 AM
8
8
1 AM
3
3
2 AM
1
3 AM
2
2
4 AM
3
3
5 AM
4
4
6 AM
7
7
7 AM
9
9
8 AM
18
18
9 AM
22
22
10 AM
25
25
11 AM
38
38
12 PM
31
31
1 PM
31
31
2 PM
20
20
3 PM
18
18
4 PM
17
17
5 PM
22
22
6 PM
16
16
7 PM
13
13
8 PM
9
9
9 PM
7
7
10 PM
6
6
11 PM
3
3
Open hours (8am–5pm)
Peak hour
After hours
What the data shows: Your Google Business Profile sends 220 clicks during your listed hours and 127 after hours. During the day, GBP clicks run 3–7x higher than overnight. The evening window is where the opportunity is — 5pm to 9pm alone accounts for roughly 60 clicks. Extending your listed hours into the evening could capture more of that traffic, since Google is more likely to show businesses marked as "open" in Maps and Search results.
When Customers Can Find You on Google Maps
Google only shows your business in map results during your listed hours. Outside those hours, customers see your competitors instead.
29%of the week you're visible
Collins is listed as open 49 hours/week. There are 168 hours in a week. That means you're not showing up in Maps for 119 hours every week — but there's a simple fix for that.
12a
2a
4a
6a
8a
10a
12p
2p
4p
6p
8p
10p
Mon
✕
✕
✕
✕
✓
✓
✓
✓
✓
✕
✕
✕
Tue
✕
✕
✕
✕
✓
✓
✓
✓
✓
✕
✕
✕
Wed
✕
✕
✕
✕
✓
✓
✓
✓
✓
✕
✕
✕
Thu
✕
✕
✕
✕
✓
✓
✓
✓
✓
✕
✕
✕
Fri
✕
✕
✕
✕
✓
✓
✓
✓
✓
✕
✕
✕
Sat
✕
✕
✕
✕
✓
✓
✕
✕
✕
✕
✕
✕
Sun
✕
✕
✕
✕
✕
✕
✕
✕
✕
✕
✕
✕
Visible Not showing up
Growth option: Extending your listed Google hours — even with voicemail after hours — increases your visibility at zero cost. You don't have to answer the phone at 9pm. You just have to be listed as open so Google shows you.
Example: Listing 7am–9pm Mon–Sat would go from 49 to 84 hours/week — a 71% increase in visibility.
Why We're Building a New Website
The current site has served Collins well for over 10 years. But the way customers search and the technology they use has changed — the new site is built for how things work today.
What's Changed Since the Site Was Built
Almost half your visitors are on their phone — the current design was built before that mattered. The new site is built for phones first.
The site is slower than it needs to be — Google ranks faster sites higher, and customers leave when pages take too long to load on a phone
AI search is changing how people find contractors — the new site is set up so Google AI, ChatGPT, and Siri can read and recommend Collins
Competitors have caught up — companies like Williamson and Siemer have 30-50+ pages each. More content = more chances to show up in search results
Customers expect more from a website today — clear service pages, easy navigation, answers to common questions, and a phone number they can tap without scrolling
✅ What's Already Strong
All 15 pages are in Google — every page on the site is showing up in search results
Service pages have real, helpful content — not marketing fluff. Answers to real questions customers are asking
Phone number is front and center on every page — easy to tap and call
Google Business Profile is active — weekly posts keep Collins visible in Google Maps
The writing sounds like a real person — customers can tell it's an actual local business, not a corporate template
Good reputation across the internet — 4.8 stars on Google, A+ on BBB, 5.0 on Angi
What the New Site Will Do Better
Faster on phones. Nearly half your visitors (48%) are on a phone. The new site loads significantly faster — which means fewer people leaving before they see your number, and Google ranking you higher because of the speed.
Better experience for customers. Clear navigation, dedicated pages for each service, answers to common questions, and a layout that makes it easy for someone with a broken furnace at 10pm to find your number and call.
Built for how search works now. Google and AI tools are changing how they decide which businesses to show. The new site is structured so these tools can understand exactly what Collins does, where you do it, and why customers trust you.
The new site is being built to deliver all of this. Target: May 2026.
Who's Using the New Website (and What They Need)
Based on who lives in your service area, here's what the new website needs to get right.
👤
22% of Dyer Residents Are Seniors (65+) — 19.4% in Schererville
These are two of the highest-value markets in the service area. Dyer has the highest senior population of any city Collins serves. Seniors are more likely to prioritize comfort, reliability, and trust over price — ideal Collins customers. But they need a website they can actually use.
📱
What the New Site Needs for This Audience (Ages 40–60, 16% Seniors)
Big, readable text. No tiny light-colored text that's hard to read. The average age in this market is 42 — people need to read the site without zooming in. Easy-to-tap buttons. Every button, phone number, and link needs to be big enough to tap with a thumb — especially for the 40–60 age group on phones. Phone number front and center. Visible without scrolling, on every page. This audience calls — they don't fill out web forms as a first step. Simple navigation. 5–7 menu items max. Clear labels like "Heating," "Cooling," "Air Quality," "Reviews," "Contact." No complicated dropdowns. No autoplay video or flashy animations that could distract or confuse older visitors.
The New Site Has to Work Great on Phones
Your Google Analytics shows 48% of traffic is already from phones — and that number will likely climb with a faster site. Every page, every form, every phone number must work flawlessly on a phone.
The primary customer persona (ages 45–60) is searching on their phone, often during a heating or cooling problem. If the site is slow or hard to use on mobile, they call the next company in the search results. The new site is being built to work great on phones from the start.
Data Sources & Methodology
Search Rankings
Google organic search results — 26 keyword/city searches performed March 23, 2026
Business-hours ranking check — 28 keywords, March 31, 2026 at 10:48 AM CT
5 keyword groups: AC installation, furnace repair, HVAC contractor, AC repair, furnace installation
7 cities: Highland, Munster, Griffith, Schererville, Dyer, St. John, Hammond
Top 10 organic results captured per search
Historical ranking data from search position tracker (March 2, 2026 baseline — 32 keywords)
Review & Reputation Data
Google Business Profiles — direct review counts
Birdeye review aggregator (verified counts, March 2026)
Yelp business listings
BBB.org business profiles
Angi / HomeAdvisor listings
Facebook business pages
Nextdoor business pages
Competitor Websites
Direct website audits of 10+ competitor sites (March 2026)
Page counts estimated from navigation and sitemaps