Profit-first HVAC marketing in Quebec

The Quebec market and its buyers

Montréal, Québec City, Laval, Gatineau, Longueuil, Sherbrooke, Lévis and Saguenay are the largest municipalities. Greater Montréal is a dense, competitive market. Québec City and the regional centres are smaller but often less crowded in search, and Gatineau sits beside Ottawa, where some searches and competitors cross the river.

Buyers compare heat pump options carefully, because the investment is large and the grants have rules. That makes clear quote presentation and patient follow-up central to close rate.

Fuel mix and job value

According to Statistics Canada, 70% of Quebec households used electricity for their primary heating system in 2023, with natural gas at 5% and wood at 4%. Many electrically heated homes have baseboards or an electric furnace, which makes heat pumps, ducted or ductless, the obvious upgrade.

In your margin map, split:

• ductless heat pumps for homes with baseboard heat
• central heat pumps paired with an electric furnace or air handler
• cold-climate units, which qualify for higher LogisVert amounts
• geothermal, where you offer it
• maintenance of an installed heat pump base, which is a growing recurring line

Climate and the Quebec calendar

Quebec winters are cold and snowy with a long heating season, particularly outside the St. Lawrence lowlands. Summers add cooling use for heat pump owners. That supports a two-peak calendar in the south, with spring and fall the strongest windows for heat pump quotes and maintenance visits.

Because heat pumps run in both seasons, members are a natural fit: a spring and fall visit plan matches how the equipment is used. See the maintenance agreement guide.

Programs to know, as of October 2026

• LogisVert, run by Hydro-Québec, gives grants for ENERGY STAR heat pumps: $50 per 1,000 BTU/h of capacity at -8°C, or $120 per 1,000 BTU/h for cold-climate units, up to $6,700, plus support for geothermal and other measures.
• Rénoclimat changed on October 1, 2026: the pre-retrofit evaluation became optional, with aid of up to $500, and new caps apply.
• Chauffez vert, the former aid for replacing oil or propane systems, stopped accepting applications after March 31, 2026.
• The federal National Heat Pump Rebate Program was announced on October 8, 2026 and is expected to launch in 2027. Hydro-Québec has noted it and says LogisVert requests are being processed normally.

The profit implication. The cold-climate rate is more than double the standard rate per 1,000 BTU/h, so the grant can tilt customers toward higher-value equipment. That raises both the average invoice and the close rate on cold-climate quotes, and their ceiling should reflect it. Meanwhile, the pending federal program may cause some buyers to delay, so watch close rates monthly and confirm every program with its administrator before featuring it.

French-language rules and regulators

For reference only; we do not give legal or compliance advice.

• The OQLF explains French-language obligations. In practice, French has to lead in your advertising, and your Quebec-facing site and social channels have to be available in French.
• The RBQ licenses contractors, and the CCQ certifies construction-industry workers.
• The CNESST covers workplace health and safety, and the OPC handles consumer protection.

How we would approach a Quebec plan

1. Build French-first pages and campaigns, with English as a secondary option where useful.
2. Split heat pump work by type and by LogisVert tier in the margin map.
3. Use cost-per-booked-job tracking to watch for a close-rate dip while the federal rebate is pending.
4. Build a two-visit maintenance plan around heat pump use in both seasons.

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