For most homeowners, the HVAC industry is complicated. Anything from understanding how HVAC systems work to navigating rebates and tax incentives can be confusing, which is why customer education is so important. Whether you are at the home for routine maintenance or a repair, the homeowner is counting on you for guidance.
When customers understand why they need an HVAC upgrade and know their options, you build trust with them.
Offering an HVAC upgrade can be a tough conversation, especially if a customer just wants you to fix their system. However, it is often in their best interest to invest in a new HVAC system rather than sinking money into fixing an outdated one.
You can direct homeowners to the Energy Star website, which can help them learn more about energy savings and make an informed decision. The When is it Time to Replace section contains several recommendations, including:
Understanding that systems don’t last forever and the advantages of replacements can help homeowners decide when it's in their best interest to upgrade. Let’s talk about some of those advantages.
Homeowners don’t know the advantages of a new HVAC system like you do. Because you live and breathe this stuff and understand all the technical details, it’s important to share the benefits in a simple way to help your customers understand why you're suggesting an upgrade.
Saved Money.
Let’s face it, the ability to save money is often the biggest incentive for purchasing an HVAC upgrade. While new systems are admittedly expensive, homeowners will ultimately save money on monthly heating and cooling bills. The U.S. Department of Energy reports that with the right maintenance and upgrades (with appropriate insulation), a homeowner can cut their energy use for heating and cooling by as much as 50%, which can offset the cost of a monthly payment on a replacement unit. Homeowners can also take advantage of tax credits, plus a new system will require fewer repairs.
Improved Comfort.
Old HVAC systems can be loud and inefficient. New systems address those issues and provide more consistent temperatures throughout the home, eliminating hot and cold spots. Air purifiers integrated into HVAC systems can remove smaller particles to filter out dust and allergens, improving air quality. Some even have UV light units that help remove contaminants, including viruses and bacteria.
Smart Home Integration.
We all know people love their smart devices. With Smart Home Integration, homeowners can link their HVAC system to smart thermostats and sensors, saving on energy costs and controlling their indoor comfort effortlessly - all from their phone.
Before offering any products or services to a homeowner, be sure to listen to their concerns and priorities, so you can recommend appropriate upgrades - like extended warranties or smart thermostats - for their HVAC replacement unit. When they feel that you are customizing a solution based on their needs, rather than just pushing a product, they are most likely to trust you.
Service contracts are another way to build relationships. Regular visits give techs more face time with customers under less stressful circumstances. Without the pressure of a large emergency repair, customers are often more open to optional upgrades. These visits also allow techs to spot potential issues, such as worn parts or leaks, before they turn into major, costly repairs.
Seasonal promotions allow you to stay in touch with homeowners and provide the perfect opportunity to offer upgraded services like duct cleaning. Be sure to promote these deals on your website and across social media channels to keep your company top of mind.
By consistently listening, offering thoughtful solutions, and staying connected through regular promotions and service visits, you’ll create lasting customer relationships that naturally lead to more sales opportunities.
Whether a homeowner needs an HVAC upgrade or a repair, cost will likely be a major concern for them. The best way to reduce sticker shock is to offer financing to every customer. Breaking the total cost into manageable monthly payments makes it easier for homeowners to make their decision and opens the door to adding valuable upgrades, like indoor air quality systems or humidifiers.
If a tech notices a problem during a routine visit, they can say, “I’m seeing some early wear. Would you like to explore options that can keep your system running long-term, with affordable monthly payments?”
We recommend using a Good, Better, Best pricing strategy when offering financing. Asking “Which option do you prefer?” is more effective than providing just one solution. Plus, if you never offer the “better choice,” you could be losing money. FTL’s Project Estimator within AppTracker calculates monthly payments and organizes them into a “Good, Better, Best” layout to make the financing conversation easier for you.
Focusing on customer education and offering financial flexibility are the keys to building trust with homeowners, making them feel valued, and ultimately increasing your revenue through higher sales and long-term customer loyalty.