For a few years the heat pump pitch in Ontario was simple: rebates were generous, a federal loan covered the rest, and the carbon charge made gas more expensive every year. That story has changed.
The federal consumer carbon charge on natural gas went to zero in April 2025. The federal interest-free loan closed to new applicants, and the federal oil-to-heat-pump program stopped taking new applications in 2026. Meanwhile, running-cost comparisons between a heat pump and a gas furnace now depend heavily on the house and the electricity plan.
Heat pumps still make a lot of sense for many Ontario homes. The pitch just has to be more precise.
Start with the homes where the case is strongest
Instead of marketing heat pumps to everyone, focus your website and ads on the homes where the numbers and the comfort story are clearest:
- Homes heated with electric baseboard. Comfort and efficiency gains are usually large, and Ontario’s Home Renovation Savings program has offered its biggest heat pump rebates to homes not on natural gas.
- Homes on oil or propane. Fuel delivery, tank worries and price swings make the change easy to explain. Rural homes off the gas network fit here.
- Homes replacing an old central air conditioner. A heat pump does the cooling job and adds efficient heating in spring and fall. Paired with an existing gas furnace as a dual-fuel system, it’s an easy step for a cautious homeowner.
- Homes that need ductless zones. Additions, finished basements and older homes without ducts.
One landing page for one of these groups will usually outperform a general “heat pumps” page.
Lead with comfort and certainty, not bills
When the running-cost story is uncertain, other benefits carry more weight:
- Cooling and heating in one system, with one service plan.
- Even comfort across rooms, without baseboard hot and cold spots.
- Cold-climate performance: explain how modern cold-climate units are rated, and when a backup heat source runs.
- Ownership and peace of mind: “You own the equipment. No rental, no lien on your home.” In Ontario, that sentence answers a fear many homeowners carry.
If you talk about savings, keep it specific to the home type and be ready to back it up. Broad claims like “cut your bill in half” need proof under federal advertising rules.
Update what your website says
A quick check worth doing this month:
- Remove or update any mention of the federal interest-free loan or the federal oil-to-heat-pump program.
- Make sure rebate figures carry a date and a link to the official program.
- Add a short section for each of the home types above, with one button: book an in-home assessment.
Want a second pair of eyes on your heat pump marketing?
Our free assessment reviews your website, Google profile and follow-up, and tells you the three fixes that will matter most this season. Two minutes to request, delivered by email, no sales call required.