Homeowner Survey on Comfort, Humidification and Water/Energy Savings A Report From Honeywell FALL 2008 $24.95 VALUE
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>>> 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 specifi c thoughts about comfort, humidifi cation, and water/energy savings in their home. We encourage you to use this information as a clear guide for how to approach homeowners with humidifi cation 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 % yes Q: I have hardwood fl oors in my home: 64 % yes Q: I currently have a whole-house humidifi er: 72 % no Q: I m aware that a professional, whole-house humidifi er is available: 30 % no 6 <<<
the TAKEAWAY Whether it s a comfort issue or a need to protect furnishings, there s a defi nite need and market for whole-house humidifi cation. The majority of homeowners surveyed don t currently have a whole-house humidifi er 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 humidifi cation will help. When asked the three top benefi ts of a humidifi er, the survey respondents revealed several relevant lifestyle concerns: 68% would add a humidifier to improve comfort in the home. 54% would add a humidifi er to save energy. 46% would add a humidifi er to improve sinus problems. 36% would add a humidifi er to prevent dry nasal passages. 34% would add a humidifi er to prevent dry skin. 16% would add a humidifi er to prevent static/carpet shocks. Honeywell Homeowner Survey 2008 >>> 7
FPO Q: When it comes to maintaining a humidifi cation system, which do you prefer? 92 % A whole-house central humidifi er that fi lls itself with water and that requires minimal cleaning and maintenance on an annual basis. 8 % A portable, single-room humidifi er that I need to fi ll 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. 8 what YOU CAN DO As you explain the benefi ts of humidifi cation, be sure to also point out the advantages of whole-house humidifi ers compared to portable units. <<<
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 effi cient and affordable. what YOU CAN DO As you showcase the many benefi ts of whole-house humidifi ers compared to portable units, be sure to cover the effi ciency. Whole-house humidifi ers are more effi cient 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 effi cient 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 humidifi ed 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 humidifi cation can be an energy-saving solution. what YOU CAN DO Just as you do with furnaces and air conditioning units, promote the energy-saving benefi ts of whole-house humidifi ers. Not enough homeowners understand that whole-house humidifi ers 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 humidifi er 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 humidifi cation during every customer contact, and always emphasize that they won t be sacrifi cing energy costs for comfort. 14 <<<
Q: Would you be more likely to purchase one humidifi er over another if it saved on water waste? 81 % yes 19 % no the TAKEAWAY Effi ciency and eco-friendly attributes make a difference. what YOU CAN DO There s a great opportunity not just to sell whole-house humidifi ers, but also to sell up. TrueSTEAM Humidifi cation System uses up to 90% less water than other whole-house humidifi ers. Plus, because of the near 1:1 humidifi cation delivery rate achieved by TrueSTEAM, for every gallon of water used, a gallon of humidity is produced, making it the most effi cient whole-house humidifi er 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 humidifi er 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 humidifi er 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 % yes the 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
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Q: Do you currently have a whole-house humidifi er installed in your home? 72 % no the TAKEAWAY The market is not only untapped, it also understands the benefi ts. what YOU CAN DO Always mention whole-house humidifi cation solutions. Homeowners are ready to buy. Q: When it comes to a professionally installed, whole-house humidifi cation 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 Humidifi er 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 Humidifi er featuring AgION TM anti-microbial humidifi er 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 Effi ciency and control please homeowners and Honeywell s got you covered. *Based on humidifi er operation only with furnace heat on, approximately 6.8 hours per day. Output ratings are based on 120 o F temperature passing through the duct. 22 <<<
Percent Product 26% Aprilaire Evaporative (4 gallon*) Humidifi er with Digital Control 46% Honeywell Evaporative (4 gallon*) Humidifi er with VisionPRO IAQ 16% Honeywell TrueSTEAM TM (6 gallon) Humidifi er with TrueIAQ TM 12% Honeywell TrueSTEAM TM (12 gallon) Humidifi er with VisionPRO IAQ 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 humidifi cation package when presented options. Honeywell s VisionPRO IAQ is the perfect control to suggest to make more sales and profi t. 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 fi ve years, and more than half of those are older than 10 years. the TAKEAWAY Older systems are less likely to have humidifi ers included, and are also less likely to be as energy-effi cient as current systems. what YOU CAN DO In all of your communications with potential customers, reference the effi ciencies 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 fi nd 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 Humidifi ers in your listing. Honeywell Homeowner Survey 2008 >>> 27
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Q: Have you ever purchased an extended warranty for a car, electronic item such as a TV, stereo, home appliance, furnace, etc? 83 % yes the 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
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Q: How often do you respond to a direct-mail professionally-installed product offers? 95 % said they rarely or never respond. the TAKEAWAY Direct-mail postcards and advertising have less of an infl uence 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
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Q: If you were interested in having a whole-house humidifi er installed in your home, how would you go about fi nding a contractor? 43 % search Google or go to the 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
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>>> PROFIT with Honeywell >>> It s no accident that so many of the benefi ts 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, effi cient, 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 info@honeywell.com 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.