New Survey Shows Generational Divide in Attitude, Expectations Toward HVAC

With sentiment on the economy still fairly divided, some homeowners are navigating uncertainties with a sharpened focus on getting the most value from their HVAC-related expenses, while some are choosing to not act on HVAC equipment maintenance until it is completely necessary. 

And those two sentiments varied widely depending on what generation a homeowner belongs to, according to a new survey. 

With that in mind, HVAC contractors need to be aware that homeowners are increasingly selective about where, how, and even when they are spending their money, regardless of when they decided to do it. To make matters more difficult for contractors, the research also shows that customer loyalty is fragile, making awareness of these issues even more important.  

The new report from Scorpion, a digital marketing technology services company, shows that nearly half (46%) of consumers identify a lack of consistent quality of HVAC services during peak period seasons as a key barrier to retaining their brand loyalty. 

Research also shows that 25% of consumers aim to schedule HVAC maintenance in advance — but the rise of economic pressures has caused 34% to delay essential services. 

However, in order to capture that reliable customer pool that is proactive in their approach to HVAC, contractors also need to be aware of the generational divide in communication preferences that is emerging and a company’s online presence is also starting to play an increasingly important role in choosing a provider.  

To help make sense of this new data and help contractors navigate the road ahead, Jamie Adams, CRO at Scorpion, gave some insight on how to meet the demands of today’s homeowners and find success in this competitive landscape. 

Doing Their Homework 

Customers are doing more research to ensure their dollars are getting the best use, prioritizing affordability and value, especially at a time when many are feeling “house poor” and choosing to delay essential HVAC maintenance.  

“Contractors can differentiate themselves by creating content that communicates their unique service value propositions and distinguishes them from competitors. They can highlight the cost savings associated with their services by demonstrating how proactive maintenance can prevent expensive breakdowns. Additionally, they can emphasize the importance of not waiting until it’s “too late” to address issues. Offering flexible payment options or promotional discounts can also make their services more accessible during financially challenging times.” 

Additionally, the survey shows that Millennials (23%) are more likely to delay maintenance due to financial strain, and Baby Boomers (46%) are less impacted by rising home costs.  

Getting It on The Books 

According to the data, 35% of customers prefer to schedule before peak season to avoid high demand (more likely in the Northeast and Midwest), but on the flip side, 12% wait until peak season to call (more likely in the South).  

To capitalize on the early birds, Adams suggests contractors emphasize convenience, immediacy, and education in their marketing strategies. 

“Developing high-quality content, including videos and blogs, that walk through their specific proactive maintenance approach can effectively inform potential customers,” Adams said. “This content should highlight the benefits of proactive maintenance, such as cost savings, extended equipment lifespan, and energy efficiency, which are selling points.” 

Almost half of consumers (46%) prioritize consistent quality regardless of season. However, nearly a quarter of Gen Z respondents would be more likely to recommend an HVAC provider that improves peak season services. Service quality (46%), flexible scheduling options (37%), and reliability (35%) during peak seasons significantly affect customer loyalty.   

While cost is still the top priority when scheduling maintenance, availability and “ease of booking” were also found to be important factors.  

Faster service (15%), competitive pricing (16%), and scheduling flexibility are top motivators for switching providers during peak seasons. 

Phone Is Still King 

When it comes to communication with a contractor, the survey notes that 47% prefer phone, but 14% prefer digital scheduling through websites or apps, a service some HVAC contractors may not currently provide. Adams said that implementing tools like AI chat capabilities can help address this preference by offering 24/7 availability and seamless communication. 

“For older generations, like Baby Boomers, who may still prefer traditional methods like phone calls, contractors should balance these preferences with timely and transparent follow-ups via email or text. This group values clarity in pricing and services, which helps build trust,” Adams said. “Generation X and Millennials, on the other hand, are heavily influenced by online reviews, with Millennials (23%) more likely to delay maintenance due to financial constraints. Contractors should focus on generating and showcasing positive reviews to appeal to these groups.” 

To increase trust across all generations, Adams also suggests including technician profiles or photos in service confirmation texts, which helps establish trust and familiarity. 

“Lastly, investing in AI-powered insights can help contractors understand which communication channels and messaging resonate most with their diverse audience,” Adams said. “By using these insights, contractors can continuously refine their strategies to ensure they effectively meet the needs of every generation.” 

Critical Online Presence 

When it comes to choosing a contractor, many homeowners start their research online, meaning contractors need to take reviews very seriously, as reviews are considered to be a critical trust-building component during the discovery phase.  

Overall star ratings (36%), recent reviews (36%), and detailed feedback (35%) are crucial for consumers choosing HVAC providers, the survey states.  

“Contractors should actively encourage satisfied customers, particularly those on maintenance plans, to share their positive experiences,” Adams said. “Reviews and other forms of user-generated content (UGC) play a strategic role in converting and influencing potential customers. Leveraging UGC across platforms can help widen reach and convert customers in the discovery phase. 

The survey also noted that Baby Boomers are more skeptical of online reviews, while Generation X and Millennials heavily rely on them. 

To claim a stake in an increasingly competitive market, Adams suggests prioritizing the heavy-hitters of the online review sphere, like Google and Yelp.  

“Encouraging happy customers to leave feedback and responding to all positive or negative reviews helps build a positive reputation and trust with potential clients,” Adams said. “To stay on top of feedback, contractors can use reputation monitoring tools to track customer sentiment and address concerns promptly.” 

However, contractors shouldn’t solely rely on third-party sites for visibility and should consider placing an emphasis on enhancing the functionality of their own sites.  

“A professional, user-friendly website with fast loading times, multiple contact options and engaging content helps create a seamless customer experience. In today’s fast-paced digital environment, where speed and convenience are expected, delivering an efficient website experience is non-negotiable.” 

Contractors should avoid relying on a single approach to online visibility, and also strive to be present across multiple platforms, from social media to search engines and local directories, to ensure their business remains visible and accessible to customers wherever they are searching or socializing.  

“This diversified approach helps keep their business at the forefront of potential clients’ minds when they are ready to engage,” Adams said. “Integrating marketing efforts with a Customer Relationship Management (CRM) system allows contractors to monitor marketing spend and make data-driven decisions. Contractors should tap into first-party data, which enables them to identify the most effective channels for reaching their target audience, minimizing customer acquisition costs while maximizing ROI.” 

The study also showed targeted digital marketing to be effective. Online search ads (30%) and social media ads (29%) are the most effective channels for reaching consumers during peak HVAC seasons.  

Points on The Data 

Scorpions survey analysis was designed to capture detailed consumer insights into HVAC services during peak seasons. The questions explore consumer behavior, preferences, and decision-making when scheduling HVAC maintenance, particularly during high-demand periods. The survey was commissioned by Scorpion and conducted by Dynata, the world’s largest first-party data company. The survey was conducted in October 2024 of 1,000 U.S. consumers 18 years and older. To note, the analysis captures responses and findings from 800+ consumers.