Historically, HVAC contractors have been averse to sharing pricing information up front, relying instead on in-home visits to assess system needs before offering a quote. But shifting customer expectations — driven by digital-first research habits and a demand for greater price transparency — are changing that long-standing model.
“A lot of the hesitation comes down to fear and habit,” notes Colleen Keyworth, vice president of sales and marketing at Online Access. “Contractors worry about being shopped, looking too expensive, or getting locked into a number when every home is different. The industry has relied on in-home quotes for decades, so posting pricing online feels risky or unfamiliar. Some also worry that showing their prices exposes their margins or invites comparison without context. For many, it is simply more comfortable to stick with the process they know.”
However, while the HVAC industry has not changed much in this regard, the customer absolutely has, Keyworth adds. “Today, people expect to see prices for everything upfront because that is how they shop everywhere else in their lives. Younger homeowners in particular want quick, clear information without having to call for it. When contractors do not show pricing online, many consumers assume the company is outdated or hiding something. Transparency has become a basic trust factor.”
According to Lisa Forrest, senior account executive and partnership manager at Contractor Commerce, an e-commerce platform designed specifically for HVAC and plumbing contractors that enables them to sell products and services directly through their websites, says contractors fall into the habit of the way things have always been done.
“They think showing pricing is going to take away the value of what their company brings, when, in fact, many of our customers and everyone here at Contractor Commerce know otherwise. We have the data and testimonials to prove that. A couple of recent interviews with our contractors say they have a 70% — some even attest to 80% to 90% — close rate if they can book the appointment. One company, Summit Heating & Cooling in Kansas City, told us our platform brought in $495,000 in revenue to the business.”
Forrest points to COVID transforming a lot of buying patterns for people that have stuck around to today, and urges contractors to keep an open mind.
“I know people who haven’t stepped into a grocery store in five years — time is valuable, so people are choosing where they want to spend it,” she says. “They would rather get an online quote and book an appointment online without having to pick up the phone. Offering up-front pricing could bring in an entirely new pipeline of customers. This may not be for everyone, but again, we have this new age group that’s been so conditioned with everything being available or searchable online. How are you meeting them? Our industry is changing rapidly, and you have to stay up to date with these market changes or else you’re going to be left behind.”
Forrest notes that Contractor Commerce was founded by a third-generation contractor who believes that contractors should control the pricing conversation. “When you search online, ‘How much does an air conditioner cost,’ most of the results come from tech companies and retailers. Contractor Commerce wants to help contractors control the narrative.”
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