While HVAC contractors can be fiercely competitive, they also can be highly cooperative when it comes to solving challenging comfort and energy efficiency problems. The unconditioned residential attic provides a good example of an often overlooked “problem area” that can lead to reduced energy efficiency and comfort issues throughout a home.
Insufficient levels of insulation in the attic or holes, leaks, and faulty connections in attic ductwork can lead to customer complaints ranging from rooms that are too hot or too cold to soaring energy bills or undesirable smells. Separated from day-to day living areas, undetected problems in the attic can result in energy loss and reduce occupant comfort.
Getting things right in the attic is the focus of the Owens Corning AirCare® Contractor program. The program relies on a “whole home” approach to care for a home’s environment. During the inaugural AirCare Contractor Annual Meeting in Jacksonville, Florida, 40 contractors from Georgia, Florida, Oklahoma, and California convened to discuss how the attic can be a powerful differentiator for growing a contractor’s business and optimizing customers’ comfort.
A high point of the conference for many attendees was the opportunity to exchange learnings about deploying a whole home approach in their respective markets. Following are four takeaways from candid contractor conversations at the meeting that point to unlocking revenue and comfort via the attic.
1. Existing customers and older homes can equal trust and organic growth
AIRWORKS SOLUTIONS: Kevin and Stephanie Allen, owners of AirWorks Solutions in Ventura County, California. (Courtesy of Owens Corning)
A contractor’s existing customer base typically appreciates the “history” the contractor has with the home.
“Each interaction is a chance to build trust and let the customer know we’re there to take care of their whole home,” said Kevin Allen, owner of AirWorks Solutions in Ventura County, California.
The company targets its insulation and duct replacement services to homes that are 20 or more years old.
“Older homes were built when energy codes were lower, so as their home ages, a customer typically sees that their energy bills are getting more expensive, or the system is running all the time to keep up,” said Stephanie Allen, co-owner, AirWorks Solutions.
She noted that homeowners who have lived in a home for a while have typically replaced a roof or water heater and understand the importance of maintaining their homes’ systems. She notes that as experience with a homeowner grows, contractors may be able to set the stage for additional sales. For example, a technician might say, “You’re not ready to replace this yet, but when you are, let’s think about doing these things in the future – and we can even finance you.”
2. Small solutions can lead to hero moments
COOLRAY: Bryan Haines, water treatment and insulation operations manager at CoolRay Cooling, Heating, Plumbing and Electrical in Atlanta. (Courtesy of Owens Corning)
Bryan Haines, water treatment and insulation operations manager at CoolRay Cooling, Heating, Plumbing and Electrical in Atlanta, agrees about the opportunity older homes present to introduce innovations in the attic.
“We have more opportunity in a home over 20 years old to bring insulation back to minimum code standards,” said Haines.
The company has cultivated 40,000 HVAC membership customers and always ties its customer messages to comfort.
“We go the comfort route and the energy savings from insulation or ductwork is the cherry on top,” said Haines. “Every time we walk into someone’s home, it’s our opportunity to have the hero moment by fixing a problem and raising comfort. We go into a lot of homes that have just 3-4 inches of insulation in the attic, and if we can top off their insulation while installing or servicing the equipment, we can make a big difference in how comfortable people are in their homes.”
Employ a show, tell, and listen approach
CLIMATE EXPERTS: Derek Cormier, owner of Climate Experts in Melbourne Florida. (Courtesy of Owens Corning)
Talking about an issue detected during an attic inspection is one thing, but making the issue visible to the homeowner brings a greater level of transparency to addressing the problem. Derek Cormier, owner of Climate Experts in Melbourne Florida, said that when educating customers, it is important to explain and also show the “why” behind a recommendation. “When we get to a customer’s home, we let them know that we’re going into the attic where we’ll look at the ductwork, check out the air quality and make sure the attic is properly sealed” he said. His technicians also show clients a short video that guides them through the steps technicians take during the attic inspection phase. A thorough explanation helps his customers make a good decision and achieve a good return on their investment.
ELITE ELECTRIC: John and Jackie Pankraz, owners of Elite Electric Plumbing & Air in Port Sant Lucie, Florida. (Courtesy of Owens Corning)
John and Jackie Pankraz, owners of Elite Electric Plumbing & Air in Port Sant Lucie, Florida set expectations for a technician’s attic inspection from the call center. Following arrival, the tech uses a checklist to uncover specific concerns, like whether the system is frequently cycling on and off or if energy bills are higher than normal. “While we sell from the office, the opportunity to really show the benefit insulation offers happens in the attic,” said John Pankraz.
Once in the attic, techs take digital photos or video to show the homeowner how insufficient insulation levels in the attic or ductwork can be contributing to a problem.
ANTHONY’S COOLING: Mike Zeppi, owner of Anthony’s Cooling, Heating and Electrical in Palmetto, Florida. (Courtesy of Owens Corning)
Mike Zeppi, owner of Anthony’s Cooling, Heating and Electrical in Palmetto, Florida, said his team educates homeowners about how the whole system works together to distribute air while explaining how the home’s attic affects air in every part of the house.
“Most of what we do starts in the attic, as the ductwork and insulation have a direct and impactful bearing on the kind of equipment we need and the size of the equipment,” said Zeppi. “We talk about the system, do a load calculation on every home, and look at the ductwork and insulation.”
As no one knows a home better than the people who live there, Zeppi’s team asks plenty of questions.
“If you’re in an inquiring kind of mode, where you’re trying to understand what’s going on in the home, it’s easy to get the client to take you through the hole house, and you start to earn the client’s trust and establish rapport,” he said.
His team asks questions that may suggest a homeowners’ concerns about indoor air quality or a safety issue. “Most people have a lot to tell you if you ask them thoughtful questions and are interested in solving their problem,” he says.
Don’t avoid the hard conversation
Cormier says it’s not uncommon to receive calls from homeowners about an equipment complaint that turns out to be an issue with a cooling system that is too large for the home’s ductwork. Thus, it’s not always an easy solution or switching out a box.
The wrong size equipment can cause a system to run too loud, for the humidity to be off, or motors may burn out,” he said. In such a situation, exchanging a high-SEER rating unit for another unit won’t resolve the issue. Getting to the root cause of the problem by addressing how the entire system — equipment, insulation, and ductwork — functions is essential to achieving a solution that resolves the issue. If a system is improperly sized, Cormier’s team lets homeowners know they may need to add insulation or reduce the size of the equipment so it works with the ducts or replace the duct system.
“It’s important to educate the customer about a whole-house approach that does things the right way and gets to the real issue,” he said.
