The HVAC Trade is Still Dominated by Men, But It’s Women Who Hold the Purchasing Power
There is a tendency among many of us in the HVAC trade to gear our communications and sales efforts toward men, but don’t be fooled into thinking that men are your primary sales audience. In fact, women are more likely to hold the buying power when it comes to residential HVAC. Consider this:
- Women drive between 70-80& of all purchasing decisions in the U.S. (Forbes).
- Sales data from Lowe’s and Home Depot show that women make up half of their customers, initiate 80% of all home improvement projects, and spend about 50% more on purchases than their male counterparts.
Skeptics might push back on those statistics saying, “but HVAC is different because it’s technical, not visual like many other home improvements. Men have greater mechanical aptitude and a clearer understanding of how HVAC works.”
But supposing that’s even true, does it really matter? Is it really necessary for a homeowner to understand HVAC concepts like static pressure and airflow in order to make a sound purchasing decision? In the end – regardless of gender – what it all really boils down to is having an efficient, reliable HVAC system that works.
HVAC companies also tend to overestimate the level of importance a home’s HVAC system holds for men. In a 2021 survey of 1,369 home shoppers, 73% of the women cited “updated HVAC” as their number one most-desired feature in homes that already include a garage, main floor bathroom, and master bath. Among men, HVAC failed to even make the top five.
Given all this information about the priorities and buying power of women, it’s clear that a residential HVAC company (or any home remodeling contractor, for that matter) that clings to an outdated male-centric sales mindset runs the risk of getting left behind in today’s market. Therefore, it’s important to pursue sales strategies that resonate with women and avoid what turns them off.
First, consider adding women to your HVAC sales staff. In survey after survey, both men and women say they are more trustful of saleswomen than they are of salesmen. Women are usually more patient, better listeners, and less confrontational in their sales approach. Furthermore, they have a more natural understanding of what’s important to female customers and what isn’t.
HVAC salespeople should always keep in mind that women tend to do a lot of research before making large home improvement decisions. Most care less about the technical aspects of a system and more about efficiency and performance. Women are more resistant to high-pressure sales tactics, and dislike being “talked down to”. Along these same lines, many HVAC salesmen and technicians direct their conversations toward the male partner, which can be perceived by women as gender bias, and rightly so. Sexism is never a good look, even if unintentional.
About E.P. Homiek
E.P. Homiek Sheet Metal Fabrication & HVAC Supply, with two convenient locations in Lakewood, NJ and Union, NJ, provides one- to two-day turnaround on all residential and light commercial ductwork, as well as one- to two-hour emergency fabrication service, rapid delivery, and competitive prices. HVAC parts, supplies, and equipment lines include Goodman, Honeywell, York Commercial, Bryant, Bradford White, Crown Boiler, Daikin, Weil-McLain, York Commercial, Sea Breeze, Generac, Fantech, ZM, A.O. Smith, Hart & Cooley, Malco, Mueller, and many more.
