Five Ways to Educate Homeowners on Prioritizing Indoor Air Quality

Five Ways to Educate Homeowners on Prioritizing Indoor Air Quality

Americans spend 90% of their life indoors¹ making the air they breathe in their at-home environments a growing area of interest. The pandemic brought the significance of air quality to the forefront, and the long-lasting effects of raging wildfires this summer are causing many to upgrade or add air purification and filtration systems in their home as quickly as possible.

HVAC dealers believe indoor air quality (IAQ) is the second highest homeowner HVAC priority behind energy efficiency². Yet, when looking at the IAQ industry, it continues to be dominated by small, portable air filtration systems rather than whole-home HVAC solutions that are necessary to create a true impact on the comfort or health of a home.

“Lennox knows providing the best home comfort solutions starts with the HVAC system to ensure that all of the air in the home is purified and filtered effectively and efficiently,” said Quan Nguyen, Vice President and General Manager at Lennox Residential. “Our goal is to ensure that dealers are equipped to talk to homeowners about indoor air quality and find the right solution for their unique needs.”

Statistics based on survey commissioned by 4Media Group on behalf of Lennox Industries, November 2022.

Recognize Homeowner Needs With Data

Homeowners are becoming increasingly aware of how current events, like wildfires and pandemics, can impact their home’s air quality and are seeking true, long-term solutions that can ensure healthier living. In fact, 82% of homeowners say they prioritize good air quality in their homes more now compared to a year ago³. Dealers and contractors are also seeing IAQ play a role in the dialogue they have with homeowners ahead of a HVAC purchase, with 41% of surveyed dealers ranking improvement of quality of life or health as a top three motivator behind consumer HVAC priorities².

Despite this heightened interest, dealers estimate that only 52% of homeowners change their air filters² and 48% of homeowners have actually measured the IAQ in their home², showing that as HVAC and IAQ experts there’s work to be done to help educate consumers and encourage them to take the correct steps to effectively improve the air quality of their space.

“Looking at the industry, we know there’s greater interest in IAQ than ever before. It’s just a matter of showing homeowners the immense value it can have to their health and daily life”

Quan T Nguyen

VP/GM, Lennox Residential

Statistics based on survey commissioned by 4Media Group on behalf of Lennox Industries, November 2022.

5 Ways To Discuss Iaq With Homeowners

1. Ask the Right Questions

   According to Dave Nichols, Training Manager at Lennox Residential, when entering a home, there are a few key questions that an HVAC expert should always ask to determine whether an IAQ abnormality is present and help identify the specific product that a home needs.

   • Do you have hot and cold spots?
   • Do you or your family frequently suffer from allergies?
   • Does the home often feel too dry or too humid?
   • Do you notice a lot of dust in the home?
   • Do you have pets in the home?

   Depending on the response to the above questions, dealers have an opportunity to provide tailored expertise on how to improve the issue. By truly targeting the problem and showing caring and attentive service, the homeowner feels that the recommended solution has been carefully selected to best fit them.

2. Make it Personal

   Nichols also advises connecting with homeowners on a personal level by finding ways to empathetically offer solutions to the unique needs of the homeowner. For example, when entering a home, dealers should tell the story and background of their HVAC dealership to build another connection point and opportunity for the homeowner to identify with the dealer.

   In addition, personal anecdotes make a large impact in illustrating real-life applications. Chuck Oxner, Technical Instructor at Lennox Residential often shares with homeowners how his wife used to constantly struggle with asthma and allergies and would visit the doctor for treatment almost every 60 days. As a solution, Oxner installed a UV light and electronic air filter to improve the IAQ in the home. His wife’s health dramatically improved almost immediately to where she no longer needed an inhaler every day. He tells customers, “From then on, I became a believer in IAQ. The product pays for itself.”

3. Seek Clues in the Home

   In addition to speaking with the homeowners and asking questions, dealers should utilize the walkthrough of the home to look for clues of IAQ abnormality. Cracked hardwood floors can indicate a humidity issue or the presence of a portable purification system could show that a homeowner is already concerned about their air quality, providing the chance to educate them on the value of a whole-home system.

   Dr. Nasim Rahman, Product Manager IAQ at Lennox Residential, encourages dealers to share their knowledge of IAQ to educate homeowners and use tools like an air advice monitor to quickly capture diagnostics and use them to have an impactful conversation with the homeowner.

4. Connect to Current Events

   With the increased frequency of extreme weather events causing air quality issues, there’s an opportunity to educate homeowners on the real seasonal impacts and to showcase how an HVAC system equipped with IAQ capabilities is a long-term investment that will mitigate the levels of smoke, allergens, pollen and other pollutants that may enter the home.

5. Make IAQ a Must-Have

   Finally, once a dealer is sitting at the kitchen table and putting together a quote for the homeowner, Nichols recommends that all the necessary features, including IAQ, should be included in the final quote instead of offered as add-on features.

   “It’s not about price. You have to compete on value and comfort. If you demonstrate empathy to homeowners and show them you’re there to help them overcome challenges and get the best value for what they can afford, you set yourself apart from others,” said Nichols.

   By assembling a comprehensive package with everything a homeowner needs, dealers are able to prioritize the customer’s comfort and increase their overall satisfaction.

Statistics based on survey commissioned by 4Media Group on behalf of Lennox Industries, November 2022.