How to Dominate the Ductless HVAC Market: 3 Essential Steps for Contractors

How to Dominate the Ductless Market
By Joe Crisara, America’s Service Sales Coach

As a contractor, if you're looking to elevate your service, stand out from the crowd, and tap into a rapidly growing market, ductless HVAC is no longer optional it's essential. In a recent episode of the Service MVP Podcast, I had the pleasure of sitting down with Michelle LaFrance better known as The Duchess of Ductless to discuss how contractors can become market leaders in the ductless space.

Michelle is the founder of The Ductless Playbook and The Ductless Directory, and her unique journey from tech consultant to niche marketing expert provides powerful lessons for any contractor ready to grow their business strategically.

This article outlines the three key pillars we discussed steps that will equip you with the tools, knowledge, and confidence to dominate ductless HVAC in your local market.

Watch the full episode here: How to Dominate the Ductless HVAC Market: 3 Essential Steps for Contractors

or 

Listen to the podcast here: How to Dominate the Ductless HVAC Market: 3 Essential Steps for Contractors

 
1. Make a Strategic Commitment: Ductless Is the Future of HVAC

Let me be clear dabbling in ductless will not get you results. You must fully commit if you want to lead in this category. Michelle's top advice for contractors is simple: go all in.

“This is the most exciting innovation the HVAC industry has seen in decades,” Michelle told me. “Contractors who embrace it now will lead the market tomorrow.”
Ductless mini-split systems are not just a trend they’re a solution for today’s home comfort challenges:

-Zoned, room-by-room temperature control
-Exceptional energy efficiency
-Ideal for remodels, additions, and previously unusable spaces
-Perfect fit for modern lifestyles (remote work, multi-generational living, etc.)
-Here’s what this looks like in action: One contractor approached Michelle during the 2008 recession for help ranking #1 for “ductless heat pump” online. At the time, Michelle didn’t even know what a ductless system was. But she immersed herself in the technology, optimized his marketing, and positioned him as a ductless expert.

The result? That contractor sold 368 ductless systems in one year during one of the worst economic downturns in decades.

Lesson: You can’t just offer ductless. You have to believe in it, brand it, and commit to it like it's your main business.

 
2. Get Educated: Expertise Creates Confidence and Conversion

Here’s something I teach every contractor in Service MVP: You cannot ethically offer something you don’t fully understand.

If you're going to sell and install ductless systems, you owe it to your team and your clients to get properly trained. That means:

-Partnering with reputable manufacturers
-Attending manufacturer-sponsored training sessions
-Earning credentials such as “qualified contractor” status
-“It’s not just about the equipment,” Michelle said. “It’s about proper installation, placement, and service.”
And she’s right. Proper training ensures faster installs, fewer callbacks, and a much better experience for your customer leading to more 5-star reviews, referrals, and repeat business.

The Real ROI of Training:

-Faster install times often completed in just 1–2 days
-Reduced labor strain more time spent on profitable activities
-Increased customer satisfaction which leads to more sales
-As I always say, "Amateurs wing it. Professionals train for it."

 
3. Own the Search: Offsite SEO Is Where You Win

Most contractors think SEO is just about their website. But if that’s your only strategy, you’re missing the bigger picture—and the bigger opportunity.

Michelle teaches a more complete approach to online visibility. Through her work with The Ductless Directory, she shows contractors how to dominate search results across multiple platforms, not just their own site.

“Your website is just one asset,” she told me. “If you’re only optimizing that, you’re competing with every other contractor doing the same thing.”
What does winning SEO actually look like?
Being listed in multiple high-authority sites
Publishing blog posts, press releases, and YouTube videos with optimized keywords
Showing up in multiple places in a single search: map listings, directories, blogs, videos
Michelle’s system allowed one contractor to appear 9 times on the first page of Google in their area. That’s how you dominate a niche not just by existing, but by showing up everywhere your ideal client searches.

 
Why It Works: Niche Positioning + Authority

Ductless isn’t just a product line. It’s a brand strategy. And when you narrow your focus, you increase your authority.

Michelle and I both coach this truth: When you become the expert in a niche, you eliminate price shoppers and build long-term equity.

Trusted experts command premium pricing
You stop competing on price and start competing on value
Happy ductless customers become brand evangelists
“Ductless customers are the happiest clients in HVAC,” Michelle says. “They’re more likely to leave reviews, refer friends, and invest in quality service.”

 
The Ductless Contractor Formula

If you’re ready to step into the role of trusted ductless advisor in your community, here’s the formula Michelle recommends:

-Strong Branding – Work with expert firms like KickCharge
-Professional Website – Partner with web teams like Hook Agency
-Offsite SEO Authority – Leverage The Ductless Directory
-Sales Training – Get Service MVP training to close confidently
-“When you combine those four elements,” Michelle says, “it’s nearly impossible to lose.”

 
Take Action: Exclusive Offer for Service MVP Listeners

To help you get started, Michelle is offering a free market analysis for Service MVP listeners. This includes:

-A full review of your local competition
-A blueprint to rank for ductless searches in your region
-A free featured listing for the first 10 contractors who respond
-Special Founder Rate: Just $37/month for a listing in The Ductless Directory an affordable, high-leverage way to improve your visibility, build trust, and attract more ductless leads.

Visit www.ductlessguy.com to claim your spot.

Final Thoughts from Joe Crisara

If you want to stop competing and start leading, owning a niche like ductless is the path forward. When you plant your flag early, you become the authority your market looks to.

Whether you’re a comfort advisor, service tech, or business owner—this is your moment. The market is shifting. Now is the time to shift with it.

Want to take your service performance to the next level? Join the Service MVP Club for self-paced training, live weekly coaching, and step-by-step systems to help you sell ethically, profitably, and confidently.

Click here to join the Service MVP Club

Let’s help you stop selling—and start serving at the highest level.

To your transformation,

Joe Crisara

America’s Service Sales Coach

Founder, Service MVP