Can online pricing transparency really help your business? In Episode 5 of Shift to the Future, “Why Putting Your Pricing Online Isn’t as Scary as You Think”, ACCA QI certificates chief encouragement officer Brian Feenie welcomed Josh Koplin, founder of EDEN’s Instant Quote, to explore how online pricing transparency is reshaping the HVACR industry.
The discussion broke down how consumer behavior is changing, the role of digital quoting tools, and why HVACR contractors have more to gain than lose by putting their prices online.
Watch the full episode here and don’t miss the next one:
February 18 at 12 PM ET: Shift to the Future: Smart zoning. It’s a thing.
Highlights from the episode
Consumer behavior has changed – Feenie kicked off the discussion by asking how the relationship between manufacturers, contractors, and consumers can evolve to meet the expectations of today’s consumers. Koplin explained that consumer behavior has shifted since the pandemic. Before COVID-19, consumers were more likely to rely on face-to-face interactions. Today, the process has gone digital. Consumers do more research than ever, using tools like Google, AI chatbots, and online reviews. “Consumers are getting more educated and want to make purchases on their own terms,” said Koplin. “They want to know exactly what they’re getting even with their HVACR systems.
Meeting consumers where they are – Referencing Marcus Sheridan’s book “They Ask, You Answer”─which advocates for transparency and answering customer questions directly─ Feenie questioned how businesses can meet HVACR consumers where they already are in the research phase. Koplin added that this behavior is especially prominent in younger generations but even extends to Baby Boomers, who prefer to do research online rather than make calls.
Trust and transparency in the HVACR industry – Feenie reflected on his time in HVACR sales, highlighting how crucial it is to build trust with customers, especially trying to sell costly investments like HVACR systems. He discussed how tools like Instant Quote help build that trust by offering upfront pricing and avoiding the sticker shock that can occur when consumers finally speak to a salesperson.
The shift toward self-servicing sales – Koplin dove deeper into how the consumer experience is shifting. “75% percent of buyers prefer a sales-free experience,” he shared, referencing a Gartner survey on B2B sales. Many consumers prefer to research on their own and only engage with a salesperson once they’re ready for more detailed information. He pointed out that providing multiple tools—like pricing calculators—helps meet consumers where they are, facilitating a smoother transition from online research to actual purchase.
Online pricing as a sales tool – Feenie explained that Instant Quote isn’t just a quoting tool—it’s a powerful sales tool. Koplin agreed, highlighting how integrating these tools into a contractor’s website can serve as a key part of their marketing strategy. But the tool’s effectiveness depends on how well contractors are marketing their sites. These tools are more likely to be visible to potential customers on websites bolstered by strong digital marketing and SEO efforts.
What homeowners want: stress-free customer service – A 2023-2024 ACHR News survey found that 70% of homeowners are more likely to contact contractors who list prices on their websites. This transparency helps eliminate the “bait and switch” perception, which increases consumer confidence. Koplin emphasized that while excellent customer service and installation quality remain essential, transparency early in the process boosts the likelihood of generating inquiries.
Is online pricing a trend or a necessity? – During the webinar, a question arose about whether online quoting is only beneficial for early adopters. Koplin explained that while being first can offer a competitive edge, it’s not the only differentiator. At the end of the day, reputation, customer service, and installation quality will set contractors apart. Online quoting is just one more tool to enhance the customer experience.
Feenie echoed this sentiment, noting that HVACR tends to be slow to adopt new technology, which presents an opportunity for those who are first to adopt online pricing. He likened this shift to the automotive industry, where companies like Tesla disrupted traditional incumbents like Ford and General Motors.
How tools like EDEN’s Instant Quote work – Instant Quote allows consumers to input their address and HVACR preferences. The tool then generates a price estimate based on a range of factors, including system type, fuel source, and applicable rebates. While the quote is not final, it provides consumers with a ballpark figure before engaging with a contractor. Contractors still have control over the final quote, ensuring flexibility in case any surprises pop up.
The fear of competitors seeing pricing – Feenie addressed the common concern among contractors about competitors accessing their pricing. He reassured listeners that pricing information is already widely available online via Google, Reddit, and other platforms. The real differentiator, he emphasized, is building trust with consumers. What matters isn’t just the price—it’s whether consumers trust you to deliver.
Continue the conversation at ACCA 2025 – Feenie and Koplin are ready to discuss these industry shifts and more during their breakout sessions at ACCA 2025 in Greater Austin Texas, from March 24-27.
Register now to be part of the conversation.
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