Fire Up Your Sales: The Ultimate Marketing Playbook for Hearth Dealers
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Fire Up Your Sales: The Ultimate Marketing Playbook for Hearth Dealers
Sean Coffey
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There was a time when running a fireplace dealership was simple. You’d place an ad in the local newspaper, maybe run a spot on the radio, and count on word-of-mouth to keep your showroom busy.
But those days are gone. Today, consumers conduct research online, expect seamless digital and in-store experiences, and often make purchase decisions before they ever step foot in your store.
So how can independent hearth retailers keep up—and grow—in 2025? The answer is a modern, multi-channel marketing strategy prioritizing consistency, data-driven decision-making, and customer engagement. Let’s break down what that means in practical terms and (more importantly) how you can take action to move the needle this year.
1. Double Down on Local SEO and Your Google Business Profile
Your website is no longer just a digital business card; it’s your most valuable salesperson. If your dealership isn’t showing up in local search results, you’re losing business to competitors who are. Think of your website and online listings as an extension of your showroom—one that’s open 24/7, 365 days a year. You put care and attention into your physical space. The same level of detail should go into your digital presence.
What to Do Right Now:
- Optimize Your Google Business Profile (GBP): Ensure your address, hours, and services are accurate. Upload high-quality photos of your showroom and recent installations.
- Encourage Customer Reviews: Reviews boost your local ranking. Create a system where every happy customer is asked to leave a Google review—bonus points if they include photos.
- Use Local Keywords: Instead of just saying “gas fireplace insert,” try “gas fireplace insert in [Your City].” This helps Google connect your business to nearby searchers.
- Post Regular Updates: GBP allows you to share promotions, new products, or seasonal messaging. Use those tools!
Many dealers I’ve spoken with see fast results from optimizing their online presence. One dealer in the Northeast reported a 30% increase in showroom foot traffic after just three months of focused local digital marketing.
2. Use Social Media as a Sales Tool
Many hearth retailers still think of social media as optional—or as something that only works for big national brands. That couldn’t be further from the truth. In 2025, social media is a powerful sales tool. More and more customers are being drawn in by lifestyle content, project inspiration, and expert guidance. Don’t just show your products—show your people, your process, and your personality.
What to Do Right Now:
- Post Video Content: Customers want to see fireplaces in action—how they operate, how they look in different spaces, and how they compare to other models. Use Instagram Reels, TikToks, or YouTube Shorts to answer common questions and show off recent installs.
- Go Live With Product Demos: Try hosting a weekly “Fireplace Friday” livestream where you demo a product and take questions in real-time. It’s a great way to connect with customers when they’re engaged and curious.
- Don’t Just Post—Engage: Comment on local community pages, respond to homeowner questions about renovations, and reply to direct messages quickly.
- Run Retargeting Ads: Most people won’t buy on their first website visit. Use Facebook and Instagram retargeting ads to stay visible to warm leads.
This article is brought to you by Associated Energy Systems.
3. Maximize the Power of Email Marketing
Think email is dead? Think again. When done well, email marketing delivers some of the highest ROI in the game. The key is segmentation and value. With the right system, you can automate personalized email sequences that send the right message to the right person at the right time—without overwhelming your team.
What to Do Right Now:
- Segment Your List: Customers who bought a wood stove don’t need emails about gas inserts. Use your business software to send relevant emails based on past purchases or inquiries.
- Send Educational Content: Don’t just promote discounts; offer real value. Try subject lines like “How to Maintain Your Gas Fireplace” or “3 Signs It’s Time to Upgrade.”
- Automate Follow-Ups: Set up automated emails that follow up with leads who inquired but didn’t buy. A timely nudge can make all the difference.
Dealers who use email strategically (rather than sending out spam) report a significantly higher closing rate. At Regency, we’ve seen dealers using our automation systems grow sales by more than 10% annually—driven largely by smart email follow-ups and consistent content.
4. Embrace Video Appointments and Virtual Showrooms
Today’s consumers expect to see and experience products long before they visit your store. Video and virtual tools help bridge that gap, offering a personalized, professional experience from the comfort of a homeowner’s couch. The best part? Most of these tools are free or easy to use.
What to Do Right Now:
- Host 1-on-1 Virtual Consultations: Use Zoom or Google Meet to meet with customers, walk them through options, and answer questions face-to-face.
- Create a Virtual Showroom: Add a 360-degree tour of your showroom to your website.
- Film Installation Walkthroughs: Don’t just show the finished product—document the full process. Making a quick “before, during, and after” video builds credibility and boosts trust.
- Leverage Customer Testimonial Videos: A short clip of a homeowner talking about their new fireplace has more emotional impact than any written review.
- Support Customers Post-Purchase: To alleviate post-purchase doubts, try creating a five-minute “What to Expect on Installation Day” or “Your Very First Burn” video to help set proper expectations.
The bottom line? Dealers who use video and virtual tools effectively don’t just stand out—they close more sales. When customers can see your process, explore your space, and understand what to expect via video, they’re far more likely to trust your team and move forward.
5. Offer Clear and Simple Financing
Budget is one of the biggest barriers to closing a sale. Clear, simple financing options can turn hesitation into action—especially in today’s economic climate. At Regency, we’ve partnered with FinanceIt in Canada and GreenSky in the U.S. to offer homeowners access to flexible payment plans. We’ve seen fantastic movement with these programs, especially as homeowners continue to watch their spending.
What to Do Right Now:
- Post Video Content: Customers want to see fireplaces in action—how they operate, how they look in different spaces, and how they compare to other models. Use Instagram Reels, TikToks, or YouTube Shorts to answer common questions and show off recent installs.
- Go Live With Product Demos: Try hosting a weekly “Fireplace Friday” livestream where you demo a product and take questions in real-time. It’s a great way to connect with customers when they’re engaged and curious.
- Don’t Just Post—Engage: Comment on local community pages, respond to homeowner questions about renovations, and reply to direct messages quickly.
- Run Retargeting Ads: Most people won’t buy on their first website visit. Use Facebook and Instagram retargeting ads to stay visible to warm leads.
According to FinanceIt, dealerships highlighting financing early in the sales process often see a 15-20% increase in conversions. Simply put, customers are more likely to say “yes” when they know they have convenient payment options.
6. Use the Resources Your Manufacturer Provides
Most manufacturers offer a wealth of free or low-cost marketing tools—yet many dealers don’t take full advantage of them. If you’re a Regency dealer, for example, you already have access to high-quality lifestyle images, videos, social media assets, and co-op advertising programs. Check with your manufacturers to see what’s available—you might be surprised by what you’re missing.
What to Do Right Now:
- Use Co-Op Marketing Funds: Don’t leave money on the table. Work with your manufacturer to run paid ads or local campaigns.
- Share Manufacturer Content: Regency, for example, provides professional imagery, social media assets, and advertising materials. Use them!
- Attend Manufacturer Training Sessions: The more confident and informed your team is, the more effectively they’ll sell.
In short, tapping into these resources saves time, builds credibility, and helps you market like a pro—without having to do it all yourself.
Final Thoughts: Strategy Over Tactics
In the end, there’s one simple but important reason that many hearth retailers struggle with marketing: They jump from one tactic to the next without a clear strategy. But in 2025, the key to success is consistency. Pick one or two core areas—like SEO, social media, video, email, or financing—and commit to doing them well over time.
If there’s one thing I’ve learned from working with fireplace dealerships, it’s that the retailers who treat marketing as an investment—not an expense—are the ones who thrive. And the good news? There are massive opportunities for those willing to put in the work.
So here’s the final question: Will you be one of them?
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Sean Coffey
Sean Coffey is the marketing manager at Regency Fireplace Products.
