In much of Ontario, the water heater in the basement belongs to someone else. The Competition Bureau's 2019 statement found that Enercare alone held about 80% of rental gas water heaters in the Enbridge Gas areas of the province in 2018. Many of those homeowners have never compared renting with owning. This service helps contractors who sell owned water heaters reach them honestly and within the rules. We are a marketing service; we do not rent, sell or install equipment, and nothing here is legal advice.
What it is
The short answer: comparison content and inbound campaigns, not door-knocking.
The service includes:
- A comparison page on your site that sets out the costs of owning (equipment, installation, expected life, maintenance) next to the questions a renter should ask about their own contract, such as monthly cost and any buyout schedule.
- Explainers on the rules, written from official sources: the province's door-to-door rules, the NOSI ban and the Competition Bureau's description of buyout-only contracts.
- Search and retargeting campaigns for phrases homeowners use when they start to question a rental.
- Call scripts for your office that keep the conversation factual and invite the homeowner to share their contract terms rather than guessing them.
Who it is for
The short answer: Ontario contractors who sell owned tanks and heat pump units.
It suits plumbing and HVAC companies in Ontario's rental-heavy markets, particularly where gas storage tanks have long been rented. It can also suit contractors elsewhere with pockets of rental customers, such as subdivisions where a builder arranged rentals.
Built for Ontario's rules
The short answer: the homeowner reaches out first, and you can prove it.
Ontario's guidance says a business may sign a contract for a water heater in the home only if the consumer initiated contact, or under an existing contract with prior consent. A contract that results from banned door-to-door marketing is void. So every campaign we run is inbound: search, maps, referrals and retargeting of people who visited your site. We set up call tracking so you have a record that the customer called you. Your office keeps the records the province expects for three years.
What's included and the timeline
The short answer: about six weeks to launch.
- Weeks 1–2: review of your current pricing, offers and any existing rental-related pages.
- Weeks 2–4: comparison page and rule explainers written, with sources and dates.
- Weeks 4–6: search and retargeting campaigns launched; office scripts delivered.
- Ongoing: monthly reporting and updates whenever provincial guidance changes.
How results are measured
The short answer: enquiries that mention rentals, and the jobs they turn into.
We tag calls and messages that come through the comparison and rule pages, and ask your office to note when a caller currently rents. We report enquiries, quotes and booked jobs from that group separately, so you can see whether the campaign pays.
What the comparison page covers
The short answer: a fair side-by-side, written so a renter can check it.
A good comparison page does not tell the reader what to do. It lists what an owned water heater costs up front, what installation includes, the expected service life the manufacturer states, and what maintenance the owner takes on. Next to that it lists the questions a renter should answer from their own paperwork: the monthly charge, how long the contract runs, whether a buyout applies and how it changes with age, and who handles removal. The homeowner fills in their side; your side is clear and dated. That honesty is what makes the page persuasive, and it keeps your company clear of claims about other people's contracts.
Mistakes to avoid
The short answer: anything that sounds like a door-to-door pitch.
- "We'll cancel your rental for free." You cannot promise what a contract allows.
- Flyers that look like a utility notice. Misleading materials can void a contract under Ontario's rules.
- Guessing buyout amounts. Ask the customer to check their agreement.
- Selling on the repair visit. A technician on a service call should leave information, not a contract.
Next steps
The short answer: start with a review of what you say today.
The 7-day free trial includes an audit of your current pages. See the Ontario page for regional context, the pricing page for plans, and our other services.
Frequently asked questions
Is it legal to market owned water heaters to people who rent?
Marketing is legal; how the sale happens is regulated. In Ontario, water heaters are a restricted product for contracts signed in the home, so the homeowner must contact you first. Our campaigns are built around that. For legal questions, speak to a lawyer.
Can you tell customers their rental contract is invalid?
No, and you should not either. We encourage homeowners to read their agreement or ask a lawyer, and we never describe a competitor's contract as unlawful.
Does this work outside Ontario?
Rentals are most common in Ontario. In other provinces we usually fold this into general replacement marketing rather than run it as a separate campaign.
What about the NOSI ban?
Since June 6, 2024 Ontario has banned new consumer NOSIs on goods such as water heaters and deemed existing ones expired. The rental contract itself still applies. We explain that in plain language on your site.