A recent survey of homeowners and HVAC contractors found that 63% of homeowners are likely to gather three quotes before choosing which HVAC contractor to hire, which was a 3% decrease from last year’s data. Twenty-nine percent of homeowners answered that they are likely to obtain two quotes before choosing a contractor, a 3% increase from last year’s data.
While most homeowners surveyed reported that they are likely to obtain three quotes, that doesn’t necessarily mean that they are. However, answering to the “likelihood” of how many quotes they are able to attain shows what homeowners feel they “should” do.
Chances are, some get three quotes because it just seems like what they should do. They’re used to being able to compare prices and services. But in the case of choosing an HVAC contractor, homeowners are not only comparing prices and services, but how much they trust each contractor who gives them a quote.
principal industry advisor
ServiceTitan
Why is One Not Enough?
Homeowners have a few key concerns/priorities when choosing an HVAC contractor. These include the quality and timeliness of the installation, price, convenience, warranty, and trust.
“Price is always an important factor, but what’s more important is a job that’s done right,” said Angie Snow, principal industry advisor, ServiceTitan.“The quality of the installation, the quality of the equipment, and the value that the company brings are all factors.”
Matthew Hernandez, owner and head technician, Mighty Air Techs LLC, in Victoria, Texas, said that one of the primary reasons homeowners seek multiple quotes — to ensure they're getting a fair price and not being overcharged — has been consistent throughout his eight and a half years in the industry.
“Homeowners want reassurance that they're making a smart financial decision, and multiple quotes help them feel confident in that choice,” Hernandez said.
Warranty is also an important factor to homeowners during this specific decision-making process.
“Homeowners want to understand what the warranty will cover, should their system break down,” Snow said.
What people mostly tend to get stuck on when choosing an HVAC company, according to Chris Hondl, sales coach at Nexstar Network, is whether or not it’s the right person for the job.
“Does [the homeowner] trust the company? Can [the contractor] do it in a timely manner? Is it the right solution? Those are easy. But the biggest one is, are you the right person? And I think that’s where we get hung up most of the time,” said Hondl. “And I would say, nine times out of 10, it’s a process problem, and building value in being the right person.”
Each of these factors plays a part in whether or not a homeowner feels like they should, or actually does, obtain multiple quotes.
Hondl said salespeople generally think that customers are programmed to get multiple quotes — and homeowners, too, so much so that when asked how many quotes they would get, they would say, “Well, getting multiple quotes seems logical.” But they might not actually be getting more than one quote.
“I also think sometimes when homeowners say that they are getting three quotes, what they really mean is they don’t want to be sold today,” said Christopher Masterson, sales manager at Cardinal Heating, Cooling, Plumbing & Electrical in Sun Prairie, Wisconsin.
Think about it: How likely is a homeowner really to call three different HVAC companies, schedule time for each of them to come to their home, and sit there and listen to each spiel? Some are. Others, not so much.
“Lennox just had a study last year that said 55% of consumers only get one quote,” Hondl said. “We all want to say buying is a logical decision, but it’s an emotional decision. And so the feelings that we have are: Do we love the salesperson in front of us? Do we love the company? Do we love their solution? Do we love the timing and how it's all going to work? And when all those boxes are checked, we have really no reason to say no.”
Going with the First Choice, the First Time
For those contractors who want to ensure that the homeowner doesn’t feel the need to get another quote after meeting with one of their team members, there are a few steps they can take.
“A part of the process is educating the customer, and I think sometimes the customer doesn't know anything about HVAC, so that's why they feel they need three estimates,” said Masterson. “But then when they learn more about it through the process with the right person, they feel comfortable moving forward.”
Contractors have to also work to get the homeowner to trust them. After all, trust is earned.
“Building a strong relationship with the customer is key,” said Hernandez. “If you consistently provide quality service during maintenance or repairs, they are more likely to trust you and stick with you for bigger jobs, like installations. This trust reduces the likelihood of them seeking multiple quotes because they’ve already established confidence in your work and recommendations.”
Homeowners appreciate convenience. They want one contractor who can answer all their questions before they even ask them, they want a contractor with transparent and fair pricing, and they want a contractor who responds.
“Be the first to respond, be easy to work with, choose a convenient time for the homeowner. ... Give the customer at least three options to choose from (good, better, and best),” Snow said. “That way, they feel well-informed and don’t need to get additional options from other companies. If you only give customers one solution, they may feel limited.”
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OPTIONS: So homeowners feel well-informed and not like they need another opinion, it’s recommended to give the customer at least 3 options to choose from – what ServiceTitan calls “good, better, and best,” illustrated here. (Courtesy of ServiceTitan)
Last Quote, Best Choice
Contractors who find themselves in the position of being the last quote a homeowner plans to obtain might have to adapt their approach. Others won’t have to.
At Cardinal, there is no change in what they do, Masterson said. After all, they don’t always know what’s preceded them. Plus, they play the game of, “We’re always the last contractor in,” because if they are doing their job right, at the end of the quote, they are locking down the customer.
“We are seeing our customers doing more and more research on HVAC companies,” Masterson said. “So hopefully, the case is that customers may start with obtaining three quotes, but then when they do their research, they discover there’s really only one, maybe two reputable companies in the area.”
Contractors can also ask homeowners about any prior estimates and quotes.
“To make sure that they are getting exactly what they want with the quote,” Snow said. “Ask if there are concerns that were not addressed with other companies so that you can be the hero who provides a solution. Additionally, make sure that you are presenting comparable options — apples to apples, so to speak. If not, show them a better solution. Always educate and build value along the way.”
The number of quotes a homeowner feels they need to get will likely be mostly based on how many it takes for them to feel like they are in good hands. It’s all about trust. Contractors who approach each homeowner visit aiming to build that trust will have an easier time locking down that service.
“When you’re the last contractor to provide a quote, it's important to focus on honesty and integrity,” Hernandez said. “My approach is to treat every home as if it were my own. I provide straightforward advice based on what I would do if I lived there, focusing on what's genuinely best for the homeowner’s needs. I’ll often share personal examples, such as, ‘This is what I did at my home,’ or, ‘If this was my home,’ which helps establish trust and confidence that I stand behind my recommendations.”
