Wisconsin HVAC leads
Gas and propane heat 85.1% of Wisconsin owner-occupied homes: 69.9% use utility gas and 15.2% propane, the sixth-highest propane share of the 50 states, in the Census Bureau’s table B25117, 2020-2024. HVAC is now onboarding at Summit Leads, so no HVAC leads are delivered in Wisconsin yet; buyers can join the HVAC list now.
Now onboardingHVAC is being added to Summit Leads and is not live yet. Summit is accepting interest from HVAC lead buyers now: email us the states, filters and delivery method you want, and we will contact you when HVAC leads open.
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Wisconsin facts for HVAC lead buyers
| Fact | Value Source |
|---|---|
| Owner-occupied homes heated by utility gas | 69.9% (1,175,185 of 1,682,214 owner-occupied units; ACS 5-year 2020-2024, table B25117), eighth-highest of the 50 statesTable B25117, Tenure by House Heating Fuel: Wisconsin (ACS 5-Year 2020-2024) U.S. Census Bureau |
| Owner-occupied homes heated by bottled, tank or LP gas | 15.2% (254,906 units; ACS 5-year 2020-2024), sixth-highest share of the 50 statesTable B25117, Tenure by House Heating Fuel: Wisconsin (ACS 5-Year 2020-2024) U.S. Census Bureau |
| Owner-occupied homes heated by electricity | 8.9% (148,937 units; ACS 5-year 2020-2024)Table B25117, Tenure by House Heating Fuel: Wisconsin (ACS 5-Year 2020-2024) U.S. Census Bureau |
| Owner-occupied homes heated by wood | 3.6% (61,183 units; ACS 5-year 2020-2024)Table B25117, Tenure by House Heating Fuel: Wisconsin (ACS 5-Year 2020-2024) U.S. Census Bureau |
| Owner-occupied homes heated by fuel oil or kerosene | 1.7% (29,435 units; ACS 5-year 2020-2024)Table B25117, Tenure by House Heating Fuel: Wisconsin (ACS 5-Year 2020-2024) U.S. Census Bureau |
| All occupied homes by heating fuel | 64.8% utility gas and 17.8% electricity, of 2,479,480 occupied units (ACS 5-year 2020-2024, table B25040)Table B25040, House Heating Fuel: Wisconsin (ACS 5-Year 2020-2024) U.S. Census Bureau |
| Heating degree days, 2025 | 7,348 (1991-2020 average 7,529), eighth-highest of the 48 states with a statewide seriesClimate at a Glance: Wisconsin heating degree days, January-December, 1895-2025 NOAA National Centers for Environmental Information |
| Cooling degree days, 2025 | 589 (1991-2020 average 514)Climate at a Glance: Wisconsin cooling degree days, January-December, 1895-2025 NOAA National Centers for Environmental Information |
| Owner-occupied housing units | 1,682,214 of 2,479,480 occupied units (ACS 5-year 2020-2024)Table B25003, Tenure: Wisconsin (ACS 5-Year 2020-2024) U.S. Census Bureau |
| Renter-occupied housing units | 797,266 (ACS 5-year 2020-2024, table B25003)Table B25003, Tenure: Wisconsin (ACS 5-Year 2020-2024) U.S. Census Bureau |
| Milwaukee County owner homes heated by utility gas | 86.6% of 195,766 owner-occupied units, the most owner homes of any Wisconsin county (ACS 5-year 2020-2024)Table B25117, Tenure by House Heating Fuel: Wisconsin counties (ACS 5-Year 2020-2024) U.S. Census Bureau |
| Outagamie County owner homes heated by propane | 10.0% of 56,026 owner-occupied units, the highest propane share of the ten largest counties (ACS 5-year 2020-2024)Table B25117, Tenure by House Heating Fuel: Wisconsin counties (ACS 5-Year 2020-2024) U.S. Census Bureau |
Last reviewed: October 8, 2026. A summary for education, not legal advice.
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How Wisconsin homes are heated
Combustion heat is the rule in Wisconsin. The Census Bureau’s table B25117 for 2020-2024 shows 1,175,185 of 1,682,214 owner-occupied homes, 69.9%, heated mainly by utility gas, the eighth-highest share among the states. Another 254,906 owner homes, 15.2%, burn bottled, tank or LP gas, which ranks sixth. Electricity heats only 148,937, or 8.9%.
| Heating fuel | Owner-occupied homes | Share | Source |
|---|---|---|---|
| Utility gas | 1,175,185 | 69.9% | ACS 2020-2024, B25117 |
| Bottled, tank or LP gas | 254,906 | 15.2% | ACS 2020-2024, B25117 |
| Electricity | 148,937 | 8.9% | ACS 2020-2024, B25117 |
| Wood | 61,183 | 3.6% | ACS 2020-2024, B25117 |
| Fuel oil, kerosene, etc. | 29,435 | 1.7% | ACS 2020-2024, B25117 |
| Coal, solar, other fuels and no fuel used | 12,568 | 0.7% | ACS 2020-2024, B25117 |
Wood and fuel oil together still heat about 90,600 owner homes. Counting renters, table B25040 (2020-2024 ACS) puts utility gas at 64.8% and electricity at 17.8% of 2,479,480 occupied homes, so electric heat is mostly a rental pattern. For a buyer, the fuel mix points to the equipment involved: gas and propane furnaces and boilers make up most replacement jobs, and propane homes add tank and conversion work. It is a description of the housing, not of lead share.
Heating and cooling degree days in Wisconsin
Wisconsin’s heating season is long. NOAA NCEI’s heating degree day series recorded 7,348 for 2025, a little under the 1991-2020 average of 7,529 and the eighth-highest 2025 total of the 48 states with a series. A furnace in Wisconsin carries most of the year’s HVAC load.
Cooling is a smaller but real share of the work. The cooling degree day series shows 589 for 2025, up from a 1991-2020 average of 514. Central air conditioners in Wisconsin run for a short summer, so a buyer here sees far more heating than cooling in the degree day record, by a ratio of about 12 to 1 in 2025. Against the 30-year averages, 2025 ran 181 heating degree days short and 75 cooling degree days over, a slightly mild winter and a slightly warm summer by the state’s own standard.
Method: the yearly figure adds up, for every day from January through December, how far the statewide mean temperature fell below 65°F (heating) or rose above it (cooling). The 1991-2020 value is the average of the 30 annual totals in that NCEI series.
Wisconsin owners and renters for HVAC buyers
In the 2020-2024 ACS, table B25003 counts 1,682,214 owner-occupied homes and 797,266 renter-occupied homes in Wisconsin, 2,479,480 in all. Furnace and boiler replacements are paid for by owners. When a rental unit loses heat, the tenant calls, but the landlord picks and pays for the replacement.
The renter side matters for fuel as well: comparing the owner and all-household tables in the 2020-2024 ACS, electric heat is twice as common among all occupied homes (17.8%) as among owner homes (8.9%), so a buyer that serves landlords sees more electric equipment than one that serves owners only.
For the age of Wisconsin housing and the state’s energy code, see Wisconsin window replacement leads.
Wisconsin counties by owner-occupied homes
The ten Wisconsin counties with the most owner-occupied homes and the share heated by utility gas and by propane. Propane replaces electricity in this table because electricity is the main fuel for under 13% of owner homes in each of these counties. Source: ACS 5-year 2020-2024, county tables B25003 and B25117. The table describes housing, not where leads come from.
| County | Owner-occupied homes | Heated by utility gas | Heated by propane | Source |
|---|---|---|---|---|
| Milwaukee | 195,766 | 86.6% | 1.3% | ACS 2020-2024, B25003 and B25117 (county) |
| Dane | 143,682 | 81.0% | 6.0% | ACS 2020-2024, B25003 and B25117 (county) |
| Waukesha | 128,147 | 85.3% | 2.0% | ACS 2020-2024, B25003 and B25117 (county) |
| Brown | 73,206 | 82.0% | 4.4% | ACS 2020-2024, B25003 and B25117 (county) |
| Racine | 57,122 | 82.9% | 3.9% | ACS 2020-2024, B25003 and B25117 (county) |
| Outagamie | 56,026 | 77.0% | 10.0% | ACS 2020-2024, B25003 and B25117 (county) |
| Rock | 47,819 | 76.8% | 9.8% | ACS 2020-2024, B25003 and B25117 (county) |
| Winnebago | 47,791 | 82.4% | 5.8% | ACS 2020-2024, B25003 and B25117 (county) |
| Kenosha | 45,963 | 86.5% | 2.5% | ACS 2020-2024, B25003 and B25117 (county) |
| Washington | 44,552 | 76.0% | 7.8% | ACS 2020-2024, B25003 and B25117 (county) |
Milwaukee (86.6%) and Kenosha (86.5%) counties have the highest utility gas shares in the group, while Outagamie (10.0%) and Rock (9.8%) have the most propane, in the county data (2020-2024 ACS). Fuel oil is above 1% of owner homes in six of the ten, peaking at 2.0% in Outagamie County.
Dane County, around Madison, has the second-largest number of owner homes in the state at 143,682. Its owner homes are 81.0% on utility gas, 6.0% on propane and 11.1% on electricity in the same B25117 county table (2020-2024 ACS), close to the metro pattern of Milwaukee but with a larger rural propane fringe.
Reading the Wisconsin numbers for a heating-led campaign
Put side by side, the Wisconsin figures describe a heating market with two fuels and a short cooling season. Three points for a buyer:
- Heating comes first. 7,348 heating degree days against 589 cooling degree days in 2025, in the NCEI series, make furnace and boiler repair and replacement the core of Wisconsin HVAC work, with air conditioning a seasonal add-on.
- Propane is a market of its own. With 15.2% of owner homes on bottled, tank or LP gas in table B25117 (2020-2024 ACS), and about 10% in Outagamie and Rock counties, buyers with propane-certified crews have a large group of homes outside the gas mains.
- Metro counties are gas. In Milwaukee, Waukesha and Kenosha counties more than 85% of owner homes use utility gas in the county table (2020-2024 ACS), so a buyer covering southeastern Wisconsin works almost entirely on gas equipment.
These points come from the official climate and housing data above. They describe heating fuel, climate and tenure only, and say nothing about how many leads exist in Wisconsin or in any of its counties.
What Wisconsin HVAC buyers filter on
Wisconsin HVAC buyers filterFilterA rule that decides which leads a buyer is offered, based on fields such as vertical, sub-type, state, ZIP code, homeownership or accident details. Glossary on the same kinds of fields as other home services buyers. Applied to Wisconsin:
- Project type: for example install, replace or repair, for heating or cooling. With the heating load this high, most Wisconsin buyers put furnace and boiler work first.
- Homeowner status: the 1,682,214 owner-occupied homes are where replacement decisions are made (ACS 2020-2024, B25003).
- Timeframe: a no-heat request in January is urgent in a way a summer air conditioning quote is not.
- ZIP code: buyers choose ZIP codes their crews reach, for example gas-heated Milwaukee area ZIP codes or rural propane areas.
When HVAC opens, Wisconsin buyers will set these filters per campaign, down to the ZIP code, as on Summit’s other home services leads. Once HVAC opens, HVAC leads will be exclusive by default, with shared delivery on request. A full example is on the sample HVAC lead.
Where buyers filter in Wisconsin
Four of Wisconsin’s six largest metro areas sit along Lake Michigan or in the Fox River valley, with Madison and Eau Claire inland. The six largest Wisconsin metro areas by the Census Bureau’s July 1, 2025 estimates are listed below. Once HVAC opens, buyers will be able to set coverage on any ZIP code, inside these areas or outside them.
- Milwaukee-Waukesha: 1,575,010 (July 1, 2025 estimate)
- Madison: 709,685 (July 1, 2025 estimate)
- Green Bay: 336,756 (July 1, 2025 estimate)
- Appleton: 249,876 (July 1, 2025 estimate)
- Racine-Mount Pleasant: 198,919 (July 1, 2025 estimate)
- Eau Claire: 176,647 (July 1, 2025 estimate)
Source: Metropolitan and Micropolitan Statistical Area population estimates, Vintage 2025 (cbsa-est2025-alldata), U.S. Census Bureau.
Consent records for Wisconsin HVAC leads
When HVAC opens, each Wisconsin HVAC lead will carry the TCPATCPAThe Telephone Consumer Protection Act, the federal law that governs telemarketing calls and texts, autodialers, prerecorded voice messages and the Do Not Call Registry. Glossary consent record captured on the form. Wisconsin’s telephone solicitation statute is noted in the Wisconsin row of the state telemarketing laws table, and every Summit verticalVerticalThe industry or product category a lead belongs to, such as roofing or car accident. Glossary in the state is summarized on leads in Wisconsin.
Wisconsin HVAC lead questions
How common is propane heat in Wisconsin owner-occupied homes?
15.2% of owner-occupied homes (254,906) use bottled, tank or LP gas as their main heating fuel, the sixth-highest share of the 50 states, in the ACS 5-year estimates for 2020-2024 (table B25117).
How many heating degree days did Wisconsin record in 2025?
7,348, against a 1991-2020 average of 7,529, in NOAA NCEI’s Climate at a Glance statewide series. That was the eighth-highest 2025 total of the 48 states with a series.
Is electric heat common in Wisconsin?
Which large Wisconsin county uses the most propane for heat?
Outagamie County, where 10.0% of owner-occupied homes use propane, followed by Rock County at 9.8%, among the ten counties with the most owner homes (ACS 5-year 2020-2024, table B25117).
Can Wisconsin HVAC leads be narrowed to a buyer’s own ZIP code list?
Not yet: HVAC is now onboarding. When it opens, buyers will set filters down to the ZIP code, as on Summit’s other home services leads, and leads will be exclusive by default.
Join the Wisconsin HVAC buyer list
HVAC is not live yet. Email us the Wisconsin ZIP codes you cover, your daily volume or caps and how you take delivery, and we will contact you when HVAC leads open.
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