HVAC Pricing Goes Public: Transparency Becomes the New Competitive Edge
Key Highlights
- HVAC contractors historically avoided sharing upfront pricing, relying on in-home visits for quotes, but customer expectations are now demanding greater transparency.
- Digital-first research habits and online shopping norms have made price transparency a trust factor, especially among younger homeowners.
- Focusing on value, such as quality, warranties, and customer service, differentiates contractors and builds trust beyond just pricing.
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 When contractors do not show pricing online, many consumers assume the company is outdated or hiding something.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.”
Adapting to a New Normal
Contractors can entirely customize online quote estimates based on equipment sizing and material costs. They can even work with the Contractor Commerce team to update the pricing ranges as frequently as needed due to rising material costs. They can also include financing options and the option to book an appointment on the spot.
“When a homeowner completes the online quote, our system immediately lets them know that someone will follow up to schedule a time to review their options,” Forrest says. “Many of our contractors take that follow-up email even further by adding genuine value — highlighting why a customer should choose their company, noting their decades of experience, turnkey solutions, and commitment to performing a thorough evaluation to ensure the right system for the home. As a consumer, if I received a clear price along with that kind of thoughtful message, I’d feel confident that this company has its act together and is serious about earning my business. Compare that to calling a contractor only to hear, ‘We don’t give pricing over the phone’ — an experience that frustrates today’s buyers. Homeowners can estimate their mortgage payments on Zillow, so they’re understandably asking: ‘Why shouldn’t they be able to get a price for an HVAC system just as easily?’”
Charlotte, North Carolina-based Acosta Heating, Cooling & Electrical has been displaying pricing estimates online with Contractor Commerce since early 2024. President Lauren Acosta Huckleberry was introduced to the idea of giving more price transparency when her company partnered with Costco for several years.
“In an environment like Costco, people are very accustomed to looking at an item and seeing the price,” she says. “It tended to work very well for us. Those leads that were set up there were pretty gosh-darn successful for us because people already knew what kind of numbers we were talking about.”
Acosta Huckleberry already knew some of the people at Contractor Commerce, but she was hesitant. However, she heard a very compelling story at an industry trade show about how people have become accustomed to online shopping and searching for pricing.
“I started thinking about how I would buy things — I’m an elder millennial, and that’s how we do things,” she says. “I don't remember who was first in our market to do it, but I know we were one of the first. And the bit that most motivated me to offer it was I wanted our website to be a relevant search result if you searched, ‘how much does X cost,’ right? Because I know that's what people are searching, and I want to make sure that we show up as a resource.”
Acosta Huckleberry notes that her biggest worry was showing an online estimate only to get to the customer’s home, and it end up costing more than the quoted price.
“When we first started showing pricing on the site, we were showing the biggest, baddest number to assuage my own personal fear about it. It backfired in that we certainly scared some customers away — they didn’t want to consider us any further. We changed our strategy a bit, and now we show multiple different prices from the least expensive to most affordable to the Mac Daddy system with all the bells and whistles — a good, better, best option. That has definitely helped us get our foot in the door.”
Acosta Huckleberry says offering transparent pricing has brought in more quality leads. From January through November 2025, Acosta Heating, Cooling & Electrical received 211 leads and generated $225,000 in revenue.
Offering pricing online is not all that different than when a tech goes into a customer’s home to diagnose a problem, Acosta Huckleberry points out. “When we go into a home, we’re never turning wrenches to fix the problem until we’ve told them how much it’s going to be. That’s just how we operate — we don’t fix it, then show them a bill afterward to surprise the heck out of them. It’s also helped our CSRs in being able to direct customers to that part of our website when they want a price over the phone.”
Jay Mahaffey, president of Tuck & Howell Plumbing, Heating & Air, in Duncan, South Carolina, has been using Contractor Commerce’s online quote platform for about a year.
“The world has changed and so has the way we live in society,” he says. “We want convenience and we want it now. Contractor Commerce has done well for our industry because, you know, if you’re proud of your price, you put your money where your mouth is and show people up front. There’s nothing to hide. Our online estimates align with our pricing probably 95% of the time. We're very busy, and so we don't have time for 1-2-3 quotes sometimes, and being able to shop online has changed the game for that. I personally like it. I don’t think it’s a one-size-fits-all for everyone, but for what we're doing, it's served our company well.”
Mahaffey has also received positive feedback from his team. “They like using the tool. And the reason is that the sticker shocks go away. If they're having us in their home after they've already viewed the pricing, then obviously, it's well worth going out there, right? At the end of the form, it says, ‘Would you like a comfort consultant in your home?’ If they click yes, it triggers an appointment. If we actually make it to their door, the chances of us closing that sale are very, very high.
“The previous way of doing things is a way of thinking of the past,” Mahaffey adds. “The world is changing very fast, and contractors better get on board with what everyone is doing online, or they will be left behind.”
Value Over Price
Keyworth notes that the key is shifting the focus from price to value.
“Take the time to set your company up as the expert by educating them on what goes into your pricing,” she advises. “Contractors can explain what goes into the number, such as installation quality, warranties, equipment selection, technician training, customer service, and overall project support. Showing good, better, best options helps homeowners compare features, not just dollars. Reviews, photos, and real examples also make it easier for customers to understand why one contractor may cost more but deliver far more in return.”
Forrest points to one customer, Derek Cormier, owner of Climate Experts in Melbourne, Florida, who actually embedded a video of himself at his desk addressing the most common question the company gets is how much a new system costs, then demoing the online quote tool. “He’s separating himself even from the other contractors using Contractor Commerce,” she says. “I encourage the people I talk to and move forward with us to start building value by talking about the why, the history, and the people. They can also separate themselves by talking about warranties, rebates, and financing. They can even include a link to get pre-approved for financing. It’s putting it in the customer’s hands, which the customer loves control. The more information and control you give the homeowner, the more apt to do business with your company.”
Winning the Future
Both Keyworth and Forrest suggest that if contractors don’t get on board with offering online pricing transparency, it could actually hurt their business.
“Search engines, both traditional and AI, are increasingly rewarding transparency, and consumers gravitate toward companies that make information easy to find,” Keyworth notes. “As the market shifts, contractors who hide pricing may look old-school or out of touch. Younger buyers especially skip companies that do not answer their questions online. Over time, not showing pricing could make a contractor look less credible, less modern, and, ultimately, less competitive.”
Keyworth adds that transparent pricing isn’t about giving away your margins. “It is about building trust before the first call and making your business easier to choose. Even simple price ranges or starting points can help homeowners feel more informed and confident. Contractors who embrace transparency now will be well-positioned as consumer expectations continue to evolve. The early adapters especially will see the most reward.”
Forrest notes that the Contractor Commerce website even says, “We see a future where every contractor has an online store.”
“You see how the world has shifted,” she says. “Online searches have shifted from a proximity element to a pricing element where someone types in A/C repair or contractor near me, there’s also many searches for pricing. If you're not answering those questions, whether it's through a blog, through your website, or however else, you're going to get left behind. And I think that's one thing we preach day in and day out.”
By being up front with pricing, contractors are not only modernizing the buying experience but also building trust, reducing friction in the sales process, and standing out in a crowded, increasingly competitive market.
“I don't want to be left in the dust. I want to be evolving with what the market is doing,” says Acosta-Huckleberry.
About the Author
Nicole Krawcke
Nicole Krawcke is the Editor-in-Chief of Contracting Business magazine. With over 10 years of B2B media experience across HVAC, plumbing, and mechanical markets, she has expertise in content creation, digital strategies, and project management. Nicole has more than 15 years of writing and editing experience and holds a bachelor’s degree in Journalism from Michigan State University.