One third of all homeowners is 55 years of age or older. They're most apt to have IAQ needs, and are most likely to spend money to make the home more comfortable and efficient.
When you're selling to the more mature homeowner, remember the comfort of the home and the on-going cost to heat and cool it are much more important than first cost as are the professionalism of your employees, your company's credentials and of course your reputation. Using any kind of return on the first cost will be moot. In fact, return on first cost just doesn’t work these days, with most energy forecasts showing rapidly escalating energy costs in our future.
When selecting a contractor, good reputation is what most people in all age groups want to see. Only 7% of the 55-64 age group are concerned about lowest price. Twelve percent of them want certified technicians; only 6% are concerned about brands.
By segmenting your homeowner by what they most want by age, your training can better identify the best ways to reach out with the most appealing sale to each age group.
Decision Analyst's American Home Comfort Study of homeowners, and explores what customers look for in HVAC contractors. To learn more about this study, or to purchase it, contact Garry, at [email protected].
