Q - Honeywell

Homeowner Survey on
Comfort, Humidification
and Water/Energy Savings
A Report From Honeywell
FALL 2008
$24.95
VALUE
<<<
>>>
your HOMEOWNER
CUSTOMERS
>>> As part of a continuing series of homeowner research
sponsored by Honeywell, we recently partnered with Zoomerang™
— the world’s number one source of online surveys to conduct a
survey of 1,854 homeowners.
The objective of the survey was to learn homeowners’ specific
thoughts about comfort, humidification, and water/energy savings in
their home. We encourage you to use this information as a clear guide
for how to approach homeowners with humidification solutions.
Survey Demographics
The opinions given in this survey came from a statistically
representative group of homeowners, with the majority of the
respondents falling in the 35 to 54 age range, with an average income
of more than $75,000.
Perhaps most important is that this was a blind survey —
the participants didn’t know that Honeywell was involved.
Honeywell Homeowner Survey 2008
>>>
3
What We
LEARNED about
comfort problems
in the home
Homeowners Aren’t Always Comfortable
4
<<<
comfort >>>
Homeowners understand discomfort —
they’re just not always sure what to do about
it. When presented with potential solutions,
more often than not, they are interested in
learning more about them and purchasing
professionally-installed products and systems.
The information in this section can be used to
show homeowners that you understand the
issues they face and that you have proven
solutions that will help.
Honeywell Homeowner Survey 2008
>>>
5
Q: My home’s air feels dry in the winter:
58
%
yes
Q: I experience static electricity and static shocks in my
home in the winter:
42
%
64
%
72
%
yes
Q: I have hardwood floors in my home:
yes
Q: I currently have a whole-house humidifier:
no
Q: I’m aware that a professional, whole-house
humidifier is available:
30
%
no
6
<<<
the TAKEAWAY
Whether it’s a comfort issue or a need to protect
furnishings, there’s a definite need — and market — for
whole-house humidification. The majority of homeowners
surveyed don’t currently have a whole-house humidifier
and many aren’t aware that this solution is available.
what YOU
CAN DO
As you meet with homeowners, discuss their needs, and
show them how humidification will help. When asked the
three top benefits of a humidifier, the survey respondents
revealed several relevant lifestyle concerns:
• 68% would add a humidifier to improve comfort in the home.
• 54% would add a humidifier to save energy.
• 46% would add a humidifier to improve sinus problems.
• 36% would add a humidifier to prevent dry nasal passages.
• 34% would add a humidifier to prevent dry skin.
• 16% would add a humidifier to prevent static/carpet shocks.
Honeywell Homeowner Survey 2008
>>>
7
FPO
Q: When it comes to maintaining a humidification
system, which do you prefer?
92
%
8
%
A whole-house central humidifier that fills
itself with water and that requires minimal
cleaning and maintenance on an annual
basis.
A portable, single-room humidifier that I need
to fill with water daily and requires frequent
cleaning and maintenance.
the TAKEAWAY
50% of those surveyed have attempted a portable solution
to address humidity in their homes. But most all prefer the
attributes of a whole-house solution.
what YOU
CAN DO
As you explain the benefits of humidification, be sure to
also point out the advantages of whole-house humidifiers
compared to portable units.
8
<<<
Q: I’d like to be able to be comfortable and at the same
time save energy/money.
98
%
yes
the TAKEAWAY
The takeaway here is that people want their comfort
solutions to be efficient and affordable.
what
YOU CAN DO
As you showcase the many benefits of whole-house
humidifiers compared to portable units, be sure to
cover the efficiency. Whole-house humidifiers are more
efficient than portable models, and because proper
humidity throughout the home makes it feel warmer, the
homeowner can lower the thermostat while maintaining
comfort.
Honeywell Homeowner Survey 2008
>>>
9
What We
LEARNED about
water & energy
savings
Both Are Better Than One
10
<<<
water & energy >>>
Homeowners rightly assume that comfort isn’t free, but they’re willing to pay for
comfort when they see it as a good value. The
more efficient and eco-friendly it is, the more
the homeowner is likely to say, “Yes, install it.”
Honeywell Homeowner Survey 2008
>>>
11
Q: How concerned are you about water usage
and waste in your home?
82
%
are concerned
Q: How concerned are you with saving energy in
your home?
97
%
are concerned
12
<<<
Q: Did you know that humidified air feels warmer, which
allows you to turn your thermostat down and save
money on your utility bills?
47
%
no
the TAKEAWAY
Rising utility bills are on the minds of homeowners,
but not enough are aware that humidification can be
an energy-saving solution.
what
YOU CAN DO
Just as you do with furnaces and air conditioning units,
promote the energy-saving benefits of whole-house
humidifiers. Not enough homeowners understand that
whole-house humidifiers improve comfort while lowering
heating costs. And a TrueSTEAM will save them more,
because their heating system won’t need to run for it
to work.
Honeywell Homeowner Survey 2008
>>>
13
Q: Would you purchase a humidifier as a way to
improve comfort and save money on your utility bills?
70
%
yes
the TAKEAWAY
When the comfort and energy-savings story is clear,
homeowners are ready to buy.
what
YOU CAN DO
Mention whole-house humidification during every customer
contact, and always emphasize that they won’t be sacrificing
energy costs for comfort.
14
<<<
Q: Would you be more likely to purchase one humidifier
over another if it saved on water waste?
81
%
19
%
yes
no
the
TAKEAWAY
Efficiency and eco-friendly attributes make a difference.
what
YOU CAN DO
There’s a great opportunity not just to sell whole-house
humidifiers, but also to sell up. TrueSTEAM™ Humidification
System uses up to 90% less water than other whole-house
humidifiers. Plus, because of the near 1:1 humidification
delivery rate achieved by TrueSTEAM, for every gallon of
water used, a gallon of humidity is produced, making it the
most efficient whole-house humidifier solution available.
Honeywell Homeowner Survey 2008
>>>
15
What We
LEARNED about
Humidification
Opportunities
Homeowners Look To The Pros
16
<<<
opportunity >>>
Along with their desire for improved
comfort and energy savings, homeowners
are also looking for your expertise. Of the
respondents, the majority are interested in
having a humidifier professionally installed
— that’s a sign that customers are looking
for your guidance when it comes to humidity
control.
Honeywell Homeowner Survey 2008
>>>
17
Q: Which brand would you most trust and prefer
for a professionally installed, whole-house humidifier
product?
Honeywell
67%
Aprilaire
21%
GENERALAire
3%
Enviracaire Elite
3%
Healthy Climate
2%
White Rodgers
2%
Desert Spring
1%
Trion
1%
Skuttle
0%
the
TAKEAWAY
More people recognize and trust the Honeywell brand
than any other in the industry.
what
YOU CAN DO
Recommend Honeywell products to homeowners a brand they know and trust.
18
<<<
Q: Do you prefer that the professional contractor doing
work in your home recommend and install products
by a brand you know and trust?
83
%
the
yes
TAKEAWAY
Most homeowners want a professional contractor to
recommend and install products from a brand they know
and trust.
what
YOU CAN DO
Put the Honeywell name to work for you. Use Honeywell
literature. Use the Honeywell logo in your marketing
materials. Your expertise and the Honeywell name is a
powerful combination.
Honeywell Homeowner Survey 2008
>>>
19
>>>
<<<
Q: Do you currently have a whole-house humidifier
installed in your home?
72
%
the
no
TAKEAWAY
The market is not only untapped, it also understands the
benefits.
what
YOU CAN DO
Always mention whole-house humidification solutions.
Homeowners are ready to buy.
Q: When it comes to a professionally installed,
whole-house humidification system, which would
you prefer?
60% A system that operates automatically without my
heating and cooling system having to run
40% A system that operates only when my heating
and cooling system is running
Honeywell Homeowner Survey 2008
>>>
21
Q: When presented with the following choices, which
option would you choose?
Package Option
Option A: Aprilaire® Evaporative Humidifier delivering (on average) 4 gallons
of humidity output per day.* Can adjust humidity settings with digital control
located at the furnace. $646 installed.
Option B: Honeywell Evaporative Humidifier featuring AgIONTM anti-microbial
humidifier pads delivering (on average) 4 gallons humidity output capacity per
day.* Can adjust humidity settings at the included energy saving Honeywell
VisionPRO® IAQ Thermostat, which will upgrade the existing thermostat to
help save up to $200/year on your utility bills. $845 installed.
Option C: Honeywell TrueSTEAM (HM506 Model) which delivers (on average)
6 gallons of humidity into the home, conserving up to 90% more water than
previous options. Can adjust humidity settings with digital Honeywell TrueIAQ
Humidity Control located by the furnace. $978 installed.
Option D: Honeywell TrueSTEAM (HM512 Model) which delivers on average
12 gallons of humidity into the home, conserving up to 90% more water
than previous options. Can adjust humidity settings at the included energysaving Honeywell VisionPRO IAQ Thermostat as an upgrade to the existing
thermostat to help save up to $200/year on utility bills. $1,498 installed.
the
TAKEAWAY
Efficiency and control please homeowners and
Honeywell’s got you covered.
*Based on humidifier operation only with furnace heat on, approximately 6.8 hours per day.
Output ratings are based on 120oF temperature passing through the duct.
22
<<<
Product
Percent
Aprilaire Evaporative
(4 gallon*) Humidifier
with Digital Control
26%
Honeywell Evaporative
(4 gallon*) Humidifier
with VisionPRO® IAQ
46%
Honeywell TrueSTEAMTM
(6 gallon) Humidifier with
TrueIAQTM
16%
Honeywell TrueSTEAMTM
(12 gallon) Humidifier with
VisionPRO® IAQ
12%
what
YOU CAN DO
58% of homeowners prefer the convenience of humidity
control integrated into the thermostat. 74% are willing to
buy more than an entry-level humidification package when
presented options. Honeywell’s VisionPRO IAQ is the perfect
control to suggest to make more sales and profit. Only
Honeywell has you covered from basic entry-level packages
to top the line advanced packages.
Honeywell Homeowner Survey 2008
>>>
23
What We
LEARNED about
Systems and
Services
Connecting With Customers
24
<<<
systems and service >>>
An important part of the survey covered
when and how homeowners reach out to you
for guidance. This may seem like a simple
topic, but it’s a key part of your business.
Contact with the homeowner is where the
sales transaction occurs, so making that
connection is essential.
Honeywell Homeowner Survey 2008
>>>
25
>>>
Q: How old would you say your home’s central heating
and cooling system is?
61
%
have systems older than
five years, and more than half of
those are older than 10 years.
the
TAKEAWAY
Older systems are less likely to have humidifiers included,
and are also less likely to be as energy-efficient as current
systems.
what
YOU CAN DO
In all of your communications with potential customers,
reference the efficiencies of modern systems. Helping
homeowners understand the savings and improved
comfort associated with modern innovations will increase
your sales opportunities.
26
<<<
Q: How would you try to find a professional Heating
and Air Conditioning Contractor to service or replace
the system in your home?
50% Ask a neighbor, friend or relative
34% Look in the Yellow Pages
27% Look for a sticker on my system for a name/number
the
TAKEAWAY
The majority of homeowners don’t have a person/company
in mind to call and will seek out help with the decision.
what YOU
CAN DO
With more than three quarters of the respondents noting
that they ask for a name or look for a sticker and trust and
recognize the Honeywell brand, always leave your name
and the Honeywell name behind on equipment. You can
get customized stickers printed free from Honeywell and
private label thermostats. Leaving your name behind is
also a great resource for customers providing referrals to
neighbors and friends. When you use the Yellow Pages,
be sure to reference Honeywell Humidifiers in your listing.
Honeywell Homeowner Survey 2008
>>>
27
<<<
Q: Have you ever purchased an extended warranty for
a car, electronic item such as a TV, stereo, home
appliance, furnace, etc?
83
%
the
yes
TAKEAWAY
Homeowners take advantage of Extended Warranty
Programs
what
YOU CAN DO
Always offer your customers an Extended Service Agreement
(ESA) from Honeywell, administered by Equiguard – the
leading provider of extended service agreements to the
HVAC industry. Extended service agreements provide you
and your customers with additional coverage outside of
standard manufacturer’s warranties, to cover the costs of
replacement parts and labor in the event of equipment failure
or breakdown. Ask your distributor for Honeywell’s industry
leading ESA program or go online to www.contractorpro.com
for more information.
Honeywell Homeowner Survey 2008
>>>
29
<<<
Q: How often do you respond to a direct-mail
professionally-installed product offers?
95
%
the
said they rarely or never respond.
TAKEAWAY
Direct-mail postcards and advertising have less of an
influence when it comes to professional HVAC service
decisions.
what
YOU CAN DO
Again, leverage the Honeywell brand, which is the most
commonly-known and trusted brand, compared to
competitors in the same category. Take advantage of free
Honeywell Literature, Private-Label Program.
Honeywell Homeowner Survey 2008
>>>
31
www.honeywellestorepro.com
<<<
Q: If you were interested in having a whole-house
humidifier installed in your home, how would you go
about finding a contractor?
43
%
the
search Google or go to
TAKEAWAY
Make sure your company is highlighted where customers
are looking for solution providers.
what
YOU CAN DO
Make sure you have an up-to-date web site. Honeywell
E-Store PRO web site makes that easy. Make sure your
site has up-to-date meta tags so it will
show up at the top of search. And align
with Honeywell - by far the #1 searched
manufacturer for comfort accessories.
Honeywell Homeowner Survey 2008
>>>
33
<<<
>>>
PROFIT
with Honeywell
>>> It’s no accident that so many of the benefits and
attributes that homeowners are looking for match so
perfectly with Honeywell products. Throughout product
development, Honeywell works with both contractors
and homeowners to ensure that the latest innovations are
based on customer desires and needs.
This latest survey is simply part of Honeywell’s continuing
effort to deliver forward-thinking products and solutions
that resonate with homeowners — no wonder Honeywell
is among the world’s most recognized and trusted brands.
Homeowners look to you for guidance and expertise.
They look to Honeywell for reliable, efficient, energysaving solutions. Together, you and Honeywell form an
unbeatable team.
Honeywell Homeowner Survey 2008
>>>
35
Learn More
Call toll-free 1-800-328-5111
e-mail [email protected]
or visit www.forwardthinking.honeywell.com
Automation and Control Solutions
Honeywell
1985 Douglas Drive North
Golden Valley, MN 55422-3992
www.honeywell.com
50-1076_IND
March 2009
© 2009 Honeywell International Inc.