The best CRM for HVAC companies in 2026: field software vs a marketing CRM

Key takeaways

Field service software runs jobs: dispatch, invoices, techs. A marketing CRM works leads: missed calls, follow-up texts, review asks.
Housecall Pro, Jobber and HighLevel publish prices. ServiceTitan and FieldEdge don't, so you need a quote.
Many HVAC shops run both kinds: field software for the work, a marketing CRM for the leads before and after it.
Pick by how you lose money today: missed calls and slow follow-up, or messy dispatch and billing.

Read this first: we use one of these

HVAC Marketing HQ wrote this. Our HQ Command Center is the CRM we set up for clients, built on HighLevel, so we have a stake in one of the five tools below. We don't sell or resell ServiceTitan, Housecall Pro, Jobber or FieldEdge. Every price and feature comes from the vendor's own site, linked at the bottom, as checked in October 2026. Where a vendor doesn't publish a price, we say "not published" instead of guessing.

"CRM" means two different things in HVAC. Owners ask for the best one and get answers that compare tools built for different jobs. So before the list, here's the split.

Field service software vs a marketing CRM

Field service software runs the work once a job exists. Think dispatch board, tech mobile app, price book, estimates, invoices, payments and service agreements. ServiceTitan, Housecall Pro, Jobber and FieldEdge all sit here. Most of them also have a customer list, which is why they get called a CRM.

A marketing or lead CRM works the person before they're a job, and after. It catches the missed call, texts back, keeps the lead in a pipeline, sends the follow-up when an estimate goes quiet, and asks for the review. HighLevel sits here.

Job to be done	Field service software	Marketing CRM
Dispatch techs and route trucks	Yes, core job	No
Price book, estimates, invoices	Yes, core job	Not the focus
Online booking	Yes, in most	Yes, calendars and booking links
Text back a missed call	Varies, often an add-on	Yes, core job
Lead pipeline and follow-up	Some	Yes, core job
Review requests	Yes, in most, sometimes an add-on	Yes

The lines blur every year. Field software vendors keep adding marketing tools, and marketing CRMs keep adding booking. But the core job of each is still different, and that's the thing to match to your shop.

1. ServiceTitan

What it is: field service software for the trades, sold in three packages: Starter, Essentials and The Works.

Price: not published. ServiceTitan's pricing page says pricing is per technician and asks you to request pricing.
Packages: Starter covers dispatching, scheduling, call booking, invoicing and the price book. Essentials adds mobile estimates and payroll. The Works is the full suite. ServiceTitan's help center says custom reports are only on The Works.
Booking: Scheduling Pro, a separate Pro product, lets customers book online or by text based on real-time availability.
Marketing and reviews: Marketing Pro is a separate Pro product for email, direct mail and campaigns. Marketing Pro Reputation sends review requests by text or email after a job and pulls Google, Facebook and Yelp reviews into one feed.

Worth a look if: you have enough techs that per-technician pricing makes sense, and you want dispatch, payroll and reporting in one system. Get a written quote that lists each Pro product you'd add.

2. Housecall Pro

What it is: field service software with published plans: Basic, Essentials and MAX.

Price: its pricing page lists Basic at $59 a month billed annually or $79 monthly for 1 user, Essentials at $149 annually or $189 monthly for 5 users, and MAX at $299 annually or $329 monthly for 8 users. Extra users on MAX are $35 a month each. Some of its trade pages show higher numbers, so confirm on the pricing page.
Booking: online booking is listed in the Basic plan. Customers can book through Google, your website or a shared link.
Marketing and reviews: review management is listed in Basic. Its Marketing Center holds email, text and postcard campaigns. A voice add-on with call tracking is sold separately.
Trial: 14 days free, no credit card, per its pricing page.

Worth a look if: you want to see the price before a sales call and you run a small to mid-size team. See our ServiceTitan vs Housecall Pro breakdown.

3. Jobber

What it is: field service software for many home service trades, with published plans: Core, Connect, Grow and Plus.

Price: its pricing page says plans start at $29 a month billed annually. Team plans and monthly billing cost more. Teams of 16 or more are told to contact sales.
Booking: customers can request or book work from a form on your website, social profiles or client hub. Jobber says it can schedule the job and assign a team member when a booking comes in.
Reviews: Jobber can text or email a review ask after a visit, a closed job or a paid invoice, and it sends one ask per client every six months at most. Its own pages differ on whether Reviews is included or an add-on, so ask.
Trial: 14 days free, no credit card, per its pricing page.

Worth a look if: you're a smaller shop and want simple quoting, scheduling and invoicing. Jobber serves many trades, not just HVAC, so check the HVAC parts you need, like service agreements and equipment records.

4. FieldEdge

What it is: field service software with three tiers: Select, Premier and Elite.

Price: not published. Its pricing page says tiers can be customized and points you to a demo for a quote.
Tiers: Premier adds advanced dispatching, multi-option quotes and advanced service agreements. Elite adds outbound call recording, Proposal Pro and MarketingEdge with 2-way texting.
Accounting: FieldEdge says it syncs with QuickBooks to cut out double entry.
Booking: we didn't find a customer online booking feature described on its public pages. Ask in the demo.

Worth a look if: QuickBooks sync and service agreements are at the top of your list, and you're fine getting a quote.

5. HighLevel (what our HQ Command Center runs on)

What it is: a marketing CRM. It isn't built for dispatch or invoicing. It's built for leads: calls, texts, pipelines, follow-up, booking and reviews.

Price: its pricing page lists Starter at $97 a month, Unlimited at $297 and Agency Pro at $497. Text, phone and email usage is billed on top, per its help center.
Missed calls: it has a built-in missed-call text-back setting on each phone number, and replies land in one inbox.
Reviews: it can send review requests by text and email, and it pulls reviews from connected Google and Facebook accounts into one dashboard.
Booking: calendars and booking links, which can go in the missed-call text.

The honest catch: HighLevel is a big platform, and most of it is aimed at agencies. Setting up the pipelines, automations, phone numbers and texting rules takes real time. That's the work we do for clients inside HQ Command Center, on every plan. You can also buy HighLevel direct and set it up yourself.

Why many shops run both

Field software is great once a call is booked. It's weaker at the moments before that: the call you missed at 6:40 pm, the lead that filled out a form and never heard back, the $9,000 estimate nobody followed up on. A marketing CRM is built for those moments, and weak at dispatch and billing.

So a common setup is field software for the work and a marketing CRM for the leads. The CRM handles missed-call text-back, estimate follow-up and review requests. The field software handles the job. If you go this way, decide which system owns the customer record, and avoid sending two review asks for the same job.

How to pick

Find your biggest leak. If calls ring out and leads go cold, start with lead follow-up. Our missed call cost calculator puts a number on it. If jobs get lost between the office and the truck, start with field software.
Count your techs. ServiceTitan prices per technician. Housecall Pro and Jobber price by plan and users. Know your count before any demo.
Get the full price in writing. For tools that don't publish prices, ask for each add-on, setup fee and contract term on paper.
Ask who sets it up. Software you never finish setting up does nothing.

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Questions

Is ServiceTitan a CRM?

It has customer records, but it's mainly field service software: dispatch, estimates, invoices and payroll. Its marketing and online booking tools are separate Pro products.

Do I need both field software and a marketing CRM?

Not always. A small shop can start with one. Many shops add a marketing CRM when missed calls, slow follow-up or review asks become the bottleneck.

Which of these publish prices?

As checked in October 2026, Housecall Pro, Jobber and HighLevel publish prices. ServiceTitan and FieldEdge don't; you request a quote.

What does HQ Command Center cost?

It's included in every HVAC Marketing HQ plan, with logins for your whole team. See our plans page for prices.

Sources

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