Not Just for Millennials: Why Even 70-Year-Olds Want to Shop HVAC Online
By: Will Housh
The internet has changed the way people shop, and that includes how homeowners choose their HVAC, plumbing, and electrical contractors. From system replacements to water heaters and even EV chargers, customers of all ages now expect to research and compare their options online.
But while ecommerce is second nature to younger consumers, contractors are often surprised to learn how many older homeowners are just as comfortable clicking, browsing, and even pricing out big-ticket services from their phones.
The Data Is Clear: Homeowners Want Online Pricing
According to a recent survey by Clear Seas Research and The ACHR NEWS, 71% of homeowners are more likely to contact contractors who provide pricing on their websites. Yet only 20% of HVAC contractors actually do.
That gap is a missed opportunity, and early adopters are already seeing the benefits.
Real Quotes from Contractors in the Field
Take Hobaica Services in Phoenix, for example. Their president, Lou Hobaica, shared that many of his customers, aged 55 to 75, shop online for just about everything.
“Everybody has a phone in their pockets, even 70- and 80-year-olds,” said Hobaica. “When they have a problem, the first place they turn is the internet.”
That’s why Hobaica Services has been posting prices online for over three years. They understand that when a homeowner needs comfort solutions, they expect to shop the same way they do for nearly everything else: quickly, clearly, and on their own terms.
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The Shift Isn’t Just Generational — It’s Behavioral
Transparency builds trust. That’s why Summit Heating & Cooling in Denver added online pricing tools for HVAC systems, water heaters, and generators. The prices aren’t final; there are disclaimers, but customers appreciate having a ballpark number before picking up the phone.
They’ve seen hundreds of quotes submitted through their website and closed nearly 50% of those leads. One online quote even turned into a $50,000 dual-system installation.
By making it easy for customers to explore their options online, Summit has become the go-to choice for homeowners looking for clear pricing and quick answers.
One of the best examples comes from Wesley, Sales Manager at Best Virginia HVAC, who shared their results since launching with Contractor Commerce:
“Since the first of the year, we ran 42 contractor commerce [estimates]. Out of those 42, 21 were converted. 18 full system installs totaling $197,256. We also had two electrical jobs come through, including one for $23,000.”
“We’ve had 78 instant estimates come through, and 74 of those were brand-new customers. It’s not just a lead gen tool for existing clients. These are fresh, qualified leads who come in ready to talk.”
“Even on weekends, we’re able to act fast and get someone on the phone. That level of speed makes a huge difference in closing.”
Pricing Online Doesn’t Mean Losing the Sale
Some contractors worry that publishing pricing might hurt their ability to upsell, or that competitors will undercut them. But those who’ve adopted online pricing say the opposite is true.
-
You’re not locked in. Most contractors use “starting at” pricing with disclaimers.
-
It’s a lead qualifier. It helps filter out budget mismatches early.
-
It speeds up the sale. Customers come in pre-educated and ready to talk specifics.
Even better, online pricing often leads to faster appointments, not instant purchases. You still guide the sale, but the customer journey starts on your website, not your competitor’s.
Customers of All Ages Want Convenience
Jamie Vaughan of Jay’s Heating, Air, and Plumbing put it best:
“It’s important for customers to feel like they’re making the decisions on their own. Online prices and options allow customers to choose what they want in an open and honest manner.”
And when that process starts online, with real numbers and real options, your company becomes the obvious choice.
Ready to Reach More Homeowners Online?
Contractor Commerce makes it easy to add real-time pricing to your existing website without needing to overhaul your process. HVAC, plumbing, and electrical contractors across the country are already seeing results.
See it in action. 👉 [Book a Demo Today]
RECOMMENDED FOR YOU:
Not Just for Millennials: Why Even 70-Year-Olds Want to Shop HVAC Online
By: Will Housh
Not Just for Millennials: Why Even 70-Year-Olds Want to Shop HVAC Online
The internet has changed the way people shop, and that includes how homeowners choose their HVAC, plumbing, and electrical contractors. From system replacements to water heaters and even EV chargers, customers of all ages now expect to research and compare their options online.
But while ecommerce is second nature to younger consumers, contractors are often surprised to learn how many older homeowners are just as comfortable clicking, browsing, and even pricing out big-ticket services from their phones.
The Data Is Clear: Homeowners Want Online Pricing
According to a recent survey by Clear Seas Research and The ACHR NEWS, 71% of homeowners are more likely to contact contractors who provide pricing on their websites. Yet only 20% of HVAC contractors actually do.
That gap is a missed opportunity, and early adopters are already seeing the benefits.
Real Quotes from Contractors in the Field
Take Hobaica Services in Phoenix, for example. Their president, Lou Hobaica, shared that many of his customers, aged 55 to 75, shop online for just about everything.
“Everybody has a phone in their pockets, even 70- and 80-year-olds,” said Hobaica. “When they have a problem, the first place they turn is the internet.”
That’s why Hobaica Services has been posting prices online for over three years. They understand that when a homeowner needs comfort solutions, they expect to shop the same way they do for nearly everything else: quickly, clearly, and on their own terms.
The Shift Isn’t Just Generational — It’s Behavioral
Transparency builds trust. That’s why Summit Heating & Cooling in Denver added online pricing tools for HVAC systems, water heaters, and generators. The prices aren’t final; there are disclaimers, but customers appreciate having a ballpark number before picking up the phone.
They’ve seen hundreds of quotes submitted through their website and closed nearly 50% of those leads. One online quote even turned into a $50,000 dual-system installation.
By making it easy for customers to explore their options online, Summit has become the go-to choice for homeowners looking for clear pricing and quick answers.
One of the best examples comes from Wesley, Sales Manager at Best Virginia HVAC, who shared their results since launching with Contractor Commerce:
“Since the first of the year, we ran 42 contractor commerce [estimates]. Out of those 42, 21 were converted. 18 full system installs totaling $197,256. We also had two electrical jobs come through, including one for $23,000.”
“We’ve had 78 instant estimates come through, and 74 of those were brand-new customers. It’s not just a lead gen tool for existing clients. These are fresh, qualified leads who come in ready to talk.”
“Even on weekends, we’re able to act fast and get someone on the phone. That level of speed makes a huge difference in closing.”
Pricing Online Doesn’t Mean Losing the Sale
Some contractors worry that publishing pricing might hurt their ability to upsell, or that competitors will undercut them. But those who’ve adopted online pricing say the opposite is true.
-
You’re not locked in. Most contractors use “starting at” pricing with disclaimers.
-
It’s a lead qualifier. It helps filter out budget mismatches early.
-
It speeds up the sale. Customers come in pre-educated and ready to talk specifics.
Even better, online pricing often leads to faster appointments, not instant purchases. You still guide the sale, but the customer journey starts on your website, not your competitor’s.
Customers of All Ages Want Convenience
Jamie Vaughan of Jay’s Heating, Air, and Plumbing put it best:
“It’s important for customers to feel like they’re making the decisions on their own. Online prices and options allow customers to choose what they want in an open and honest manner.”
And when that process starts online, with real numbers and real options, your company becomes the obvious choice.
Ready to Reach More Homeowners Online?
Contractor Commerce makes it easy to add real-time pricing to your existing website without needing to overhaul your process. HVAC, plumbing, and electrical contractors across the country are already seeing results.
See it in action. 👉 Schedule a demo today
TRUSTED BY HUNDREDS OF CONTRACTORS
“It’s really easy to set up. I had an online store and was selling products within 48 hours of talking to these guys.”
Jeff K, Ductworks Heating & Air Conditioning“The Contractor Commerce team has been easy to work with and has even customized a few things to fit the needs of my business!”
Chris H, Dick Hill and Sons Heating and Cooling“We have several subscription customers already. This just means recurring revenue for us with no additional overhead or managing.”
Jason C, Advent Air ConditioningRECOMMENDED FOR YOU:
Industry-Leading Contractors Use Contractor Commerce
“The fact is, consumers would rather shop online than in person. If you don’t build an e-commerce presence, you won’t have the opportunity. Now is the time.”
Lou Hobaica, Hobaica Services“It was scary-easy to get set up. It’s plug and play. I drive people to the site, and I collect on the backend. Contractor Commerce takes the order, processes the order, and ships it…any HVAC company would be crazy not to start an online store with Contractor Commerce.”
Bob Reilly, Courtney's Heating & Cooling“Working with the Contractor Commerce team is simple. It’s great. They’re understanding, and they will do anything possible in their power to accommodate your needs. It’s an added service for us…it’s good for our customers”
Jeremy Shellabarger, Airtron Heating & Air Conditioning“Having our website store powered by Contractor Commerce gives us a unique competitive advantage in our market. Our friends in the industry look at our website and say, ‘Wow! That’s super cool. I don’t know why my company isn’t doing this.”
Lizeth Melisa, Comfort Pro“Having an online store from Contractor Commerce is great for our customers! It is convenient and easy for customers to order filters. It saves time when they can go right to the website, place their order and have the filter delivered within a couple of days. Plus, the Contractor Commerce team is great to work with. They are very responsive and helpful and I know they really care about my success!”
Karen B, Liberty Comfort Systems“It’s really easy to set up. I had an online store and was selling products within 48 hours of talking to these guys.”
Jeff K, Ductworks Heating & Air Conditioning“The Contractor Commerce team has been easy to work with and has even customized a few things to fit the needs of my business!”
Chris H, Dick Hill and Sons Heating and Cooling“We have several subscription customers already. This just means recurring revenue for us with no additional overhead or managing.”
Jason C, Advent Air Conditioning