Two in Three NZ Homes Run on a Heat Pump. Most of the Businesses That Install and Service Them Are Invisible on Google.
66.8% of occupied New Zealand homes used a heat pump as their main heating type in the 2023 Census, up sharply from 47.3% in 2018 (Stats NZ). That's not a new-installation market anymore, it's a servicing and replacement market of enormous scale - heat pumps last around 15 years (EECA), which means a huge wave of the units installed during the last decade's adoption boom is heading toward maintenance, repair, and replacement right now. A technician with no website doesn't show up when that search happens.
1,297
Stats NZ, Business Demography Statistics (ANZSIC 3233), Feb 2025 - summed from the territorial-authority breakdown
~780
Directional benchmark from BrightLocal SMB Marketing Report 2025 (US SMBs): only 40% report a dedicated website - no NZ-specific figure could be independently verified
Up to $3,450
EECA, Warmer Kiwi Homes Programme - 90% grant for eligible low-income households (means-tested, not general market pricing)
Why Heat Pump Installers & Servicers with No Website Are a Goldmine
Look, I've been in this game for years. I've seen agencies waste time cold-calling businesses that don't need anything. But heat pump installers & servicers with no website? These are easy wins.
66.8% of occupied private dwellings in New Zealand used a heat pump as their main heating source in the 2023 Census, up from 47.3% in 2018 - a 19.5 percentage-point jump in five years (Stats NZ). Regional adoption is even higher in some areas: Canterbury sits at 81.23%.
That scale means the pitch here isn't 'sell someone their first heat pump' - it's the far bigger, recurring servicing and replacement market behind an installed base that size. EECA's own guidance puts a heat pump's working life at around 15 years, meaning units from NZ's earlier adoption wave are now due for servicing, repair, or replacement on a rolling basis, year after year.
Stats NZ counts 1,297 business locations in the Air Conditioning and Heating Services industry (ANZSIC 3233) nationally as of February 2025 - a fragmented trade spread across every territorial authority, from Auckland's 528 down to dozens of smaller regional operators, each one a winnable, independent prospect.
Heat pump installation is Prescribed Electrical Work in New Zealand, legally requiring a current licence from the Electrical Workers Registration Board (EWRB) - a real, checkable trust signal that's wasted the moment a business has nowhere online to display it.
The Real Impact
66.8% of NZ homes now run on a heat pump as their main heating source, and those units have a roughly 15-year working life - meaning a large, recurring wave of servicing, repair, and replacement demand hits the market every year. A technician with no website is invisible for every one of those searches.
New Zealand's Heat Pump Market Isn't About Installing the First One Anymore - It's About Servicing Millions of Them
New Zealand has one of the most heat-pump-saturated housing markets verifiable anywhere: 66.8% of occupied private dwellings used a heat pump as their main heating type in the 2023 Census, up from 47.3% just five years earlier in 2018 (Stats NZ). Regional adoption goes even higher - Canterbury reports 81.23% - while other regions like the West Coast sit far lower at 38.73%, meaning the opportunity isn't evenly distributed and rewards local targeting.
That level of saturation changes what the actual opportunity is. This isn't a market where installers are chasing first-time buyers - it's a market carrying a massive, aging installed base. EECA (the Energy Efficiency and Conservation Authority) puts a heat pump's working life at around 15 years, and recommends filter cleaning as often as monthly in winter for heavy-use households, per Consumer NZ's own maintenance guidance. Every one of those units eventually needs a service call, a repair, or a full replacement - a recurring revenue stream, not a one-off sale.
The trade itself is fragmented and hyper-local. Stats NZ's Business Demography data counts 1,297 business locations nationally in Air Conditioning and Heating Services (ANZSIC 3233) as of February 2025, spread from Auckland (528) down through dozens of smaller centres - no single operator dominates. Heat pump installation is legally Prescribed Electrical Work, requiring a current Electrical Workers Registration Board (EWRB) licence, which is the trust signal a nervous homeowner checks before letting anyone near their home's electrical system.
Government subsidy activity confirms real, ongoing demand at the lower-income end of the market too: EECA's Warmer Kiwi Homes programme funds up to 90% (capped at $3,450 including GST) of a heat pump for eligible households, with the homeowner typically paying only $400-$700 out of pocket. That's real, government-verified activity in the market - even if it describes a subsidized segment rather than general market pricing.
How Much Can You Charge?
Here's the thing: heat pump installers & servicers aren't cheap. They make good money, and they know a website is an investment. Don't lowball yourself.
Typical Project Pricing for No Website
Low End
$1,200
Basic solution, template-based
Mid Range
$2,800
Custom design, professional quality
High End
$6,000
Full-service, ongoing support
What's included: Basic: service pages for heat pump installation, servicing, and repair, EWRB licence display, and Google Business Profile optimization. Mid-range: custom site with local SEO targeting 'heat pump service [city]' and 'heat pump repair [region]', an online booking form, and a review widget. Premium: full site plus a seasonal (pre-winter) Google Ads push and an ongoing multi-region local SEO retainer.
How You Stack Up
| Option | Time | Cost | Quality | Support |
|---|---|---|---|---|
| Your Service | 2–3 weeks | $1,200–$2,800 | High | Ongoing |
| Trade Directory Marketplace | Immediate | Subscription + per-lead tokens | Medium | Platform only |
| Yellow Pages / Local Directory Listing | Immediate | Free–Low | Low | Directory only |
| DIY Website Builder | 4–8 weeks to rank | $250–$450/yr | Low | Forum only |
Best Ways to Reach Heat Pump Installers & Servicers
Not all outreach methods work the same for every industry. Here's what actually works for heat pump installers & servicers:
On-the-Job Pitch
Ask an EWRB-licensed technician mid-service call whether homeowners found them through Google or a trade directory. Lead with: "Two out of three Kiwi homes run on a heat pump now - most of that is service and repair work, and most of it goes to whoever shows up first on Google."
Cold Call
Call after the working day is done. Lead with the servicing angle rather than 'website': "I help heat pump technicians get found for repair and servicing calls, not just new installs. Most of your future work is service on units already out there."
Pre-Winter Outreach (March–May)
Reach out before the peak winter servicing rush, when heat pumps get used hardest and breakdowns spike. Lead with: "Winter's when service calls peak - want to actually show up when someone searches for a repair right now?"
EWRB / Regional Directory Cross-Reference
Search 'heat pump installer' or 'heat pump service' on Google Maps by territorial authority, prioritizing high-adoption regions like Canterbury (81.23% heat pump households) outside the main centres, where digital competition is thinner. Cross-reference strong-review listings against having no website link.
Objections You'll Hear (And How to Handle Them)
Look, heat pump installers & servicers will push back. They always do. But if you're prepared, these objections are easy to overcome:
"We get all our work through a trade directory and word of mouth"
Your response: Trade directories charge per lead or a monthly subscription whether or not the job converts, and word of mouth only reaches people who already know someone who used you. A website that ranks organically for 'heat pump repair [city]' captures homeowners with zero prior connection to your business, with no per-lead cost.
"We're an installer, not really into the servicing side"
Your response: With 66.8% of NZ homes already running a heat pump, servicing and repair is now the larger, more recurring opportunity - a website that ranks for 'heat pump service' and 'heat pump repair' searches, not just 'heat pump installation,' captures work most competitors are leaving on the table.
"We're EWRB licensed, that's enough"
Your response: EWRB licensing is exactly what a homeowner wants to verify before letting someone near their electrical system - but they can't verify what they can't find. A website is where that licence, your reviews, and your service area actually become visible before the phone call happens.
"A website is overkill for a small crew"
Your response: A 3-5 page site with clear service pages and a Google Business Profile link is a small, one-time build, not an ongoing overhead - and with the installed base this large, the recurring service and repair calls it captures pay for it many times over.
How a Canterbury Heat Pump Technician Filled a Winter Fully Booked on Servicing Alone
SITUATION
A two-person EWRB-licensed heat pump installation and servicing business outside Christchurch - 8 years trading, strong Google reviews, no website, work sourced from a regional trade directory subscription and repeat customers only.
ACTION
Built a 4-page site targeting 'heat pump service Christchurch,' 'heat pump repair Canterbury,' and 'heat pump installation Canterbury.' Google Business Profile optimized with EWRB licence details and service-area coverage. Launched in early autumn, ahead of the winter servicing rush.
RESULT
By mid-winter, the site ranked on page 1 for 2 of the 3 target searches. 27 new inbound service and repair calls over the season, directly from Google, on top of existing directory and referral work. This is a composite scenario built from real NZ heat pump adoption and EWRB licensing data, not a documented single client case.
How to Find These Leads Automatically
Stop manually scrolling Google Maps for NZ heat pump installers and servicers without a website link. Here's how to extract 150+ leads across any New Zealand region in under 10 minutes:
Enter Your Search
Type "Heat Pump Installers & Servicers" and select "New Zealand" as your target location.
Auto-Detect Defects
Our scanner automatically identifies businesses with no website.
Export & Start Pitching
Download a CSV with business name, phone, address, and defect details.
Choose a plan to unlock these leads
Frequently Asked Questions
How many NZ heat pump businesses have no website?
Stats NZ counts 1,297 business locations in Air Conditioning and Heating Services (ANZSIC 3233) as of February 2025. No NZ-specific figure for website ownership among these businesses could be independently verified - as a directional benchmark, BrightLocal's 2025 SMB Marketing Report found only 40% of US small businesses report having a dedicated website, implying an estimated 780+ NZ heat pump businesses could be in the same position.
Is New Zealand really that saturated with heat pumps?
Yes - 66.8% of occupied private dwellings used a heat pump as their main heating type in the 2023 Census, up from 47.3% in 2018 (Stats NZ). Regional adoption varies: Canterbury sits at 81.23%, while the West Coast is much lower at 38.73%, which is a real opportunity for regionally targeted outreach.
Isn't the NZ heat pump market mostly saturated and not worth targeting?
Saturation is exactly the opportunity here - it's not a market of first-time buyers, it's a market with a massive installed base needing ongoing servicing, repair, and eventual replacement. EECA puts a heat pump's working life at around 15 years, so the units from NZ's adoption boom over the last decade are steadily coming due for service and replacement work now.
What should a NZ heat pump technician's website include?
Essential: service pages for installation, servicing, and repair, a visible EWRB licence number, and a Google Business Profile link. High-value additions: an online booking form, a review widget, and local SEO pages for each territorial authority or region served.
How much can I charge to build a heat pump technician website in New Zealand?
Entry-level (template + EWRB licence display + Google Business Profile setup): $1,200-$1,900. Mid-range (custom design + local SEO + booking form + review widget): $2,200-$3,800. Premium (full site + seasonal Google Ads management + monthly local SEO retainer): $4,500-$6,000/year. A handful of service or repair calls from Google covers most of an entry-level build outright.
The Numbers Don't Lie
66.8% of occupied private dwellings in New Zealand used a heat pump as their main heating type in the 2023 Census, up from 47.3% in 2018
1,297 business locations in the Air Conditioning and Heating Services industry (ANZSIC 3233) nationally as of February 2025
A heat pump's working life is approximately 15 years
Heat pump installation is legally Prescribed Electrical Work, requiring a current Electrical Workers Registration Board (EWRB) licence
Warmer Kiwi Homes funds up to 90% (capped at $3,450 incl. GST) of a heat pump for eligible low-income households
Other Industries with No Website
HVAC Contractors
Heating, ventilation, and air conditioning services
HVAC Contractors
Heating, ventilation, and air conditioning services
Heating & Heat Pump Installers
Heating & Heat Pump Installers in Germany
Heat Pump & Heating Installers
Heat Pump & Heating Installers in Ireland
Two-Thirds of NZ Homes Run on a Heat Pump. Most of the Businesses Servicing Them Are Invisible on Google.
A 15-year replacement cycle on a heat pump base this large means service and repair demand every year. Find the EWRB-licensed technicians with no website before the next winter rush hits.
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