The Residential HVAC Industry is Still Dominated by Men
The Residential HVAC Industry 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, “HVAC is different because it’s technical, not aesthetic, and men have higher mechanical aptitude than women.”
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, what it all really boils down to is having an efficient, reliable HVAC system that works – regardless of gender.
Statistics have also shown that HVAC contractors 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.
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it’s clear that a residential HVAC company (or any home remodeling contractor, for that matter) that clings to an outdated male-centric sales mindset runs the risk of getting left behind in today’s market.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. This can lead to improved customer relations and increased sales.
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 also 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.
The residential HVAC industry would be wise to recognize the pivotal role women play in home improvement purchasing decisions and adapt their sales and marketing strategies accordingly. Ignoring the preferences and priorities of women risks alienating a crucial segment of homeowners and falling behind in today’s competitive market. Ultimately, providing exceptional service and fostering trust should be every HVAC contractor’s guiding principles.
