I started asking every customer how they found us, then tracked that info. Helped me know where to put more effort and where to stop wasting time and money.
Heat pumps are efficient if your house is properly insulated. Our previous 1950s house was not, and the heat pump would frequently switch to emergency heat, which drove the bills sky high.
Older thread recently revived, but where you live and how well insulated your house is makes a difference on what sort of HVAC system will be most cost effective. I believe this is another recent thread that discusses that. Heat pump is probably not the best solution in colder climates, natural gas tends to be more cost effective for winter heating.