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Homeowners aren’t exactly racing to buy HVAC accessories online— at least, that’s a takeaway from a recent survey by The ACHR NEWS and myCLEARopinion Insights Hub. While interest has grown slightly since 2023, only 10% of homeowners called online accessory sales “extremely important,” and 37% said it’s “not very important.”
Still, contractors are leaning in. Data from the 2024 survey shows a 13% increase in HVAC contractors selling accessories online this year compared to last — 34% to 47%.
DIGITAL ERA: Homeowners might not care too much about buying accessories online, but there’s a reason contractors are still doing it. (Courtesy of myCLEARopinion Insights Hub)
“Contractors are selling more than homeowners are buying because we’re leading with the solution, not the story,” said Chris Hunter, principal industry advisor at ServiceTitan, and founder of Hunter Super Techs, an HVAC, plumbing, and electrical company servicing areas of Texas and Oklahoma. “Homeowners won’t buy what they don’t understand or even know exists.”
And it’s not just about visibility — it’s about perception.
“HVAC is a need buy, not a want buy,” said Devon Murphy, owner of Reignite Sales Solutions. “People don’t go looking for something they don’t realize they need. They think HVAC is just hot or cold air, but it’s so much more. If we want the market to shift, we have to educate. Once people understand the connection between HVAC and their quality of life, then they’ll care.”
Bottom line: Homeowners may not be demanding online accessories yet, but with the right education — messaging, marketing, and value connection — contractors are finding it’s still worth the effort.
What’s Moving Online
Beyond thermostats and filters, contractors are moving a wider range of HVAC accessories online: think smart home tech, indoor air quality (IAQ) upgrades, and maintenance tools that offer added comfort, health benefits, and convenience.
Paul Redman, vice president of sales and customer success at Contractor Commerce, said contractors should focus on selling simple, self-installable HVAC accessories online — like air filters, humidifier pads, and UV bulbs — and, if they list installed accessories (like thermostats), they must present clear pricing and offer a seamless buying experience that meets “Amazon-level” expectations.
“There’s a solid lineup of accessories that homeowners either need regularly or could benefit from — if we just take a minute to educate them,” said Hunter. “This includes upgraded air filters (MERV 8–13), UV lights, in-duct air cleaners, smart thermostats, drain pan treatments, humidifiers, dehumidifiers, and even maintenance kits.”
Hunter Super Techs once offered a “Healthy Home Package” that bundled a polarized media air cleaner, UV purification, and duct sanitation.
“That’s the kind of package you can translate into a one-click online bundle — it’s relevant, valuable, and easy to explain,” said Hunter.
Murphy said that while IAQ items are the usual suspects, contractors are missing opportunities with often-overlooked accessories.
“I think we’re missing out by not also pushing things like locking caps, surge protectors, hard start kits, etc.,” said Murphy. “There’s a lot of value there that’s often overlooked.”
What’s the Market? Ask Techs
Many contractors assume there’s no market because homeowners aren’t clamoring for accessories. But contractors might just need to start by paying attention to what’s already working offline.
“The best test to gauge market demand is to understand what your technicians are already recommending during service calls,” said Hunter. “Are they constantly bringing up filters, IAQ, or drain pan treatments? If so, there’s your demand. You can also look at Google Trends or run simple customer surveys. If your filter delivery program or IAQ bundles are popular in the home, there’s no reason they wouldn’t work online with the right push.”
There’s also the “try it on for size” method, even if that means starting small.
“Just start,” said Murphy. “The need is there. What’s missing is awareness. If you educate people about the problems their home might have, the demand will follow.”
Tossing up a product page on the site and calling it a day doesn’t cut it. The entire process of marketing this specific niche for contractors has to start with, according to Hunter, contractors treating online accessory sales as a real offering, not just a filler page on their website.
GENERATE LEADS: While homeowner demand for online HVAC accessories remains low, contractors are using digital storefronts to build awareness and capture leads. (Courtesy of Contractor Commerce)
“In tandem, use your service calls to build awareness: ‘Hey, by the way, we have a filter subscription that delivers replacements right to your door.’ You can also use your maintenance agreement emails, text reminders, and seasonal newsletters to educate on accessories,” Hunter said. “Show them how easy it is to order. Better yet, let your technicians scan a QR code that links to the item page.”
Bonus points for the contractors who create short videos showing how to install or use said products — the bar is low. Because the truth is, many HVAC contractors selling accessories like thermostats and air filters online aren’t approaching their marketing and sales efforts with enough intention or strategy.
As Murphy pointed out, “There’s hardly any real marketing behind it — maybe a blog post or two talking about features, but that’s not how people buy. Think of the most effective marketing: It grabs your attention, it makes you feel something, and then it offers a solution.”
Even though most homeowners are already doing the majority of their shopping online, the reality is they’re not waking up thinking, “I need to buy a UV light today.” That’s where HVACR contractors come in.
“It’s our job to help customers understand the value, especially if we’re selling accessories online without a technician in the home to demo or share recommendations,” Hunter said.
Contractors need to connect the dots — how HVAC products tie directly to health, safety, and even finances.
“There’s hardly any real marketing behind it — maybe a blog post or two talking about features,” said Murphy. “But that’s not how people buy. Think of the most effective marketing: it grabs your attention, it makes you feel something, and then it offers a solution.”
If contractors started showing homeowners how their HVACR systems affect their health, safety, comfort, and finances, it could change the game. They’d then want to order something like an air filter online.
“A dusty air filter might seem boring — until you realize it could be the reason your kid wakes up coughing every morning,” said Murphy. “That’s when it becomes real.”
Murphy points to social media as the biggest opportunity contractors miss when marketing the sale of online accessories.
“Reels, stories, entertaining content — look at Red Bull,” said Murphy. “They sell energy drinks, but 90% of their content is just engaging entertainment. In our case, we’ve got real problems to solve, so we should be mixing education with entertainment in a way that actually resonates with people.”
Want Online Sales? Highlight the Value
Finding success in these offerings — meaning, getting people to actually buy these accessories online — goes back to the essence of its marketing success: focusing on what will resonate with homeowners.
Redman said selling HVAC parts online isn’t about high-volume transactions — it’s about creating value, building customer relationships, and generating service leads. Simply having an online store for accessories won’t drive sales unless contractors actively direct customers to it, and most homeowners still want a professional to handle the work.
The contractors succeeding in online sales focus on real-world benefits that align with what resonates most with the homeowners in their market.
“Focus on how the products tie back to the four core areas: health (air purification), safety (CO detectors), finance (smart thermostats, energy-saving devices), and comfort (humidity control, zoning, etc.),” Murphy said. “Solve real problems, and people will respond.”
Hunter said contractors should keep it simple, and not overload the customer with 15 filter options and technical specifications. Contractors can also find success in offering online bundled deals like the “Super Clean Air” package offered by Hunter Super Techs.
“When you stack value, people see the benefit,” Hunter said.
The Toughest Sell: Awareness
The biggest challenge of this online market? Homeowners simply don’t know what they’re missing.
“People aren’t searching for ‘drain pan tablet 3-pack’ unless they’ve already been educated on why they need one,” said Hunter.
And effective homeowner education (meaning it leads to purchases) hinges on the quality and consistency of every interaction they have with the HVAC company.
“It comes down to every single phone call, every single technician visit, every single sales call, every single engagement with a customer,” said Redman.
He pointed to the sale of filters online as an example.
“The filters that you can get that most consumers buy on Amazon are mostly generic … they’re not buying it from a local contractor, and it also might not be the right filter for their home,” Redman said.
CONNECTION: The secret to finding success with the sale of HVAC accessories online? Don’t just list products. Tell stories that make people care. (Courtesy of Contractor Commerce)
Redman said companies like McAfee Heating and Air Conditioning in Dayton, Ohio, are approaching 10,000 filter orders off their website. Airtron Heating & Air Conditioning has exceeded 15,000 orders.
“So, every single touch point with a customer, you want to let them know that their home requires a certain type of filter, every home is different, and that they can buy a genuine filter that they actually need, have it auto shipped to their house right through the local contractor’s website, and that it will be a world-class experience with a great price, and filter change reminders. This is all about building that transactional and relational value with a homeowner in your market, so that when there is a major repair or replacement — you are top of mind.”
Murphy pointed to lingering stigma around the industry as another hurdle.
“HVAC has also gained a bit of a bad rep — similar to the car sales industry — because of all the pushy sales tactics out there,” said Murphy. “On top of that, people just don’t know what they don’t know. The air inside their home can be 7x more toxic than outside, but no one’s ever told them that. We’ve done a poor job as an industry of making these issues real and relatable.”
Additionally, managing orders, returns, and technician support can become tricky.
“If someone buys a UV light and installs it wrong, now they’re calling you, even though it was a DIY order,” said Hunter.
At the end of the day, if contractors want homeowners to start clicking “buy,” they’ll need to stop selling products — and start telling stories that make those products matter.