The heating, ventilation, and air conditioning (HVAC) industry often assumes that cost is the main concern for homeowners. A new survey of North American HVAC service customers suggests that poor communication and service issues actually outweigh pricing when it comes to driving dissatisfaction.
FIELDBOSS, a North American field service software publisher, recently commissioned an in-depth survey of 1,000 U.S. homeowners who had hired an HVAC professional in the past 12 months. The goal was to uncover what customers value most, what frustrates them, and how their expectations are evolving. The results reveal high overall satisfaction and trust in HVAC providers, but also highlight significant pain points around communication, responsiveness, and reliability, which far exceed pricing alone as sources of frustration. Below, we present the key findings (with charts for each data point) and a link to download the full raw dataset for transparency.
Key Findings
- Repeat Business & Referrals Dominate: 69% of homeowners hired an HVAC company they had used before or that was recommended by friends/family, far exceeding those who found providers via internet search or ads. Loyalty and word-of-mouth clearly drive contractor choice.
- Maintenance Over Emergencies: 49% of recent HVAC service calls were for routine maintenance (tune-ups) versus 32% for repairing breakdowns. In fact, half of homeowners had multiple HVAC visits in the last year, underscoring the prevalence of preventative maintenance.
- High Satisfaction, But Issues Persist: 95% of respondents were satisfied with their last HVAC service. Yet 21% cited “costs higher than expected” as a top frustration. An even larger share (around 38% in total) pointed to communication problems like scheduling difficulty, lack of updates, late arrivals, or feeling pressured to buy extras. These service communication issues outranked pricing as a customer pain point.
- Communication Preferences Matter: When scheduling or receiving updates, 50% prefer phone calls from their HVAC provider, 24% prefer text messages, and 12% prefer online/app bookings. Only 6% had no strong preference, indicating that most customers have clear expectations for how companies should communicate.
- Urgent Response Expected: 74% of homeowners expect service within 24 hours if their AC or heat is out. Nearly 30% want same-day help. Only 4% would tolerate waiting a week. Fast, responsive service is a critical customer expectation.
- Service Plans in Demand: 42% of homeowners currently subscribe to an HVAC maintenance plan, and an additional 37% are interested in signing up for one. Fewer than 1 in 5 have no interest in service contracts, showing strong demand for ongoing maintenance programs.
- Smart Tech and Efficiency Trending: 51% have a smart thermostat or smart HVAC system in their home, and 35% more are interested in adopting smart HVAC technology. Likewise, 87% say that choosing an energy-efficient, eco-friendly HVAC option is important to them when repairing or replacing equipment. Homeowners are increasingly tech-savvy and eco-conscious.
- Comfort Trumps Cost in Worries: The top homeowner concern is an HVAC breakdown during extreme weather (47% picked this as their biggest worry). Safety issues like carbon monoxide leaks were next (19%), whereas only 16% chose a “huge unexpected bill” and just 4% worried about being overcharged. Staying comfortable and safe matters more than price shocks.
- More Time at Home = More HVAC Use: 67% of respondents who spend significantly more time at home (e.g. working remotely) say they run their HVAC system more or pay closer attention to its maintenance, with 7% even upgrading their HVAC due to increased home occupancy.
- Trust in HVAC Professionals is Strong: 84% of homeowners completely or mostly trust their HVAC technicians to be honest and not oversell services. Only a small minority (around 12%) are somewhat distrustful, and virtually none are very distrustful. This high trust echoes the low level of concern about being “swindled” noted above.
See the sections below for full details and charts on each of these findings. The complete raw survey data is also available for download at the end of this report.
Survey Methodology
This survey was conducted by FIELDBOSS in partnership with Pollfish, using an online questionnaire in 2025. It targeted 1,000 homeowners across the United States who own their home and had hired an HVAC service professional within the last 12 months. Respondents were drawn from a broad consumer panel and included a mix of ages, genders, regions, and home types.The survey consisted of 16 questions (excluding screening qualifiers) covering service frequency, provider selection, satisfaction, frustrations, communication preferences, service plans, technology usage, and attitudes. Results were weighted to reflect a nationally balanced sample of recent HVAC customers. Percentages cited below are based on total respondents (with figures generally rounded to the nearest tenth of a percent). All survey questions were single-response unless otherwise noted. You can download the full raw dataset in Excel format here (Excel file) to explore the data in detail or perform your own analysis.
Most HVAC Visits Are Routine, Not Emergencies (Service Frequency & Reasons)
One basic question for understanding customer behavior is how often homeowners actually engage HVAC services. Our survey found that in the past year, about half of homeowners (50%) had their HVAC system serviced once, while the other half had multiple visits: 39% reported two service visits, 7% had three visits, and 3% had four or more. In other words, nearly 49% of respondents had more than one HVAC service call in 12 months, indicating that many households require fairly frequent attention to their heating/cooling systems.
What prompts these service calls? Interestingly, the majority are preventative or routine in nature rather than emergency fixes. When asked the main reason for their most recent HVAC service, 49.2% said it was for routine maintenance or a tune-up (regular check-up, cleaning, filter changes, etc.). This was by far the most common reason. By contrast, only 31.8% said their last call was to repair a breakdown or fix an urgent issue. Another 10.5% had a service visit for a new installation or replacement of HVAC equipment (for example, installing a new furnace or AC unit), and 8.4% cited improving performance or efficiency (such as upgrades, duct cleaning, or smart thermostat installation).
These findings show that proactive maintenance is a driving force for HVAC service engagements (not just reactive emergency repairs). This may reflect growing homeowner awareness of the importance of regular HVAC upkeep, as well as the influence of maintenance contracts (discussed further below). With roughly half of service visits being routine check-ups, HVAC companies are often interacting with customers in non-emergency contexts, which provides an opportunity to build trust and prevent issues before they arise.
Referrals and Loyalty Drive HVAC Provider Choice
How do homeowners decide whom to call for service? The survey results make it clear that personal experience and referrals trump online search and advertising when it comes to choosing an HVAC service provider. We asked respondents how they found or selected the HVAC company/technician for their most recent service. The top response (by a wide margin) was: “I had used them before.” 42.6% of homeowners went back to an HVAC company they already knew and had hired previously. The second-most common way was word-of-mouth recommendation. 26.3% chose a provider based on a personal recommendation from a friend or family member. Combined, these two sources (prior experience and peer referrals) account for about 69% of customers’ selection methods. This underscores that loyalty and trust carry significant weight in the HVAC business.
By comparison, fewer homeowners relied on impersonal discovery methods. About 17.0% found their HVAC provider via an online search (e.g. Google), and 7.7% found one through online reviews or a home services marketplace app (such as Yelp, HomeAdvisor, etc.). A smaller segment, 4.0%, were referred through a home warranty, insurance company, or home builder network. Only 1.8% said they chose a company because they saw an advertisement or promotional offer (a negligible 0.6% answered “Other/Not sure”).
The takeaway here is that reputation and relationships are pivotal. Earning a customer’s loyalty can lead to recurring business, and satisfied customers often become powerful advocates. For HVAC companies, investing in customer satisfaction and referral programs may deliver stronger returns.
Customer Satisfaction Is High, But Frustrations Highlight Communication Gaps
The good news for the HVAC industry is that customers are largely satisfied with the service they receive. When asked about their overall satisfaction with their most recent HVAC service experience, an overwhelming 94.9% reported being satisfied to some degree. In fact, 67.7% said they were “very satisfied” and another 27.2% “somewhat satisfied.” Only a tiny fraction expressed dissatisfaction, just 1.8% (1.2% “somewhat dissatisfied” and 0.6% “very dissatisfied”), while about 3.3% were neutral. This indicates that HVAC contractors are generally meeting or exceeding homeowner expectations on the jobs they perform.
However, that does not mean everything is perfect. We also asked customers about their biggest frustrations or “pet peeves” with HVAC service visits. Clear pain points emerged, revealing that issues in communication and execution are common, even if overall outcomes are good.
The number one specific complaint (among those who had a gripe) was “costs ended up higher than expected or surprise fees added,” cited by 21.0% of respondents as their biggest frustration. This shows that unpleasant billing surprises are a pain point for about one-fifth of customers. Not far behind, however, were several issues that all tie back to communication, scheduling, and reliability problems:
- 13.0% complained that technicians often arrive late or outside the scheduled time window.
- 12.6% said their frustration is difficulty getting an appointment when they need it (e.g. long wait times or scheduling hassles).
- 6.8% cited a lack of communication or updates from the technician/company during the service process (no updates on arrival times, delays, etc.).
- 5.2% felt pressured by the technician to buy extras or upgrades they didn’t plan on. This upselling approach likely reflects poor communication or misaligned expectations.
Additionally, 7.1% complained that the problem wasn’t fixed right the first time, and 4.2% said the technician didn’t respect their home (for example, left a mess). These latter issues are more about work quality and professionalism. Notably, 30.1% of homeowners reported “no major frustrations at all” (essentially saying, “Honestly, I haven’t had any major issues with service pros”), which is consistent with the high satisfaction levels noted earlier.
It’s telling that aside from cost, the majority of the frustrations homeowners identified relate to communication and process issues (e.g. scheduling difficulty, lateness, lack of updates, or feeling pressured/misled). If we combine the categories above, roughly 38% of respondents pointed to a communication or procedural problem as their top complaint (covering scheduling trouble, lateness, lack of updates, and pressure sales), compared to 21% citing price. In short, while pricing problems do irritate customers, poor communication and coordination are an even more widespread source of frustration. This suggests that the “real problem” in HVAC service isn’t simply the dollar amount charged, it’s the experience surrounding the service visit. Homeowners seem generally willing to pay for needed repairs and maintenance (especially since most are satisfied with outcomes), but theybecome frustrated if the process is inconvenient, unclear, or feels unprofessional.
Communication and Responsiveness Are Critical to Customers
Preferred Communication Channels
We asked participants how they would prefer to communicate with an HVAC service provider when scheduling service or during the appointment process. The majority still favor a personal touch: 50.3% said they prefer contact via a phone call with the company or technician. The next most popular channel was text messaging (SMS). 23.7% prefer text updates or coordination by text. This likely reflects the convenience of texts for quick notifications (like “your technician is on the way”), whereas phone calls may be preferred for more detailed discussions or scheduling arrangements. About 8.2% chose email and 12.0% opted for a company’s app or online booking system as their preferred way to communicate (some respondents selected both in a multi-select format). A small group, 5.8%, had no strong preference and will use whatever method is easiest or available.
Expectation of Quick Response
In an emergency (for example, if the heat goes out on a winter night or the AC dies during a heat wave), homeowners have very high expectations for prompt service. We asked respondents how quickly they would expect an HVAC professional to get their system fixed if it stopped working unexpectedly. The results show little patience for delays: 29.8% said they would expect service “within a few hours” (same-day service), and another 44.0% said “by the next day” at the latest. In total, nearly three-quarters (73.8%) anticipate service within 24 hours for an urgent HVAC outage. About 21.6% would accept a 2-3 day turnaround, but very few are comfortable waiting longer; only 4.0% said “within a week” is acceptable, and a mere 0.6% responded that “more than a week is fine.”
A lot of homeowners said they were hoping for help either the same day or the day after they reached out. Now, that is not always realistic. Things get backed up, especially when it is hot outside or during the winter rush. But even when a quick turnaround is not possible, how the company handles it makes a big difference. If the customer is told early on and given another option, like a short-term fix or the name of someone who can help sooner, they are usually more understanding. On the other hand, companies that actually deliver fast service tend to earn more trust. People remember that.
Maintenance Plans Are Popular and Growing
Given the strong showing for routine maintenance in service calls, it’s no surprise that HVAC maintenance contracts (service plans) are widely adopted. These plans typically offer periodic check-ups, priority service, and discounts for an annual fee, aiming to keep systems running smoothly year-round. Our survey asked if the homeowner currently has a maintenance contract with an HVAC company, and the results indicate a high uptake and interest:
These numbers suggest that nearly 80% of homeowners either have or want a maintenance agreement, a strong testament to the perceived value of regular HVAC service. It also implies an opportunity for HVAC contractors to offer and expand maintenance programs, since a large share of customers are potential subscribers. The prevalence of maintenance plans likely contributes to some earlier findings: those with plans are the ones doing routine tune-ups (driving that ~49% maintenance-call statistic) and possibly experiencing higher satisfaction thanks to preventative care.
From the homeowner’s perspective, interest in service plans may stem from desiring peace of mind, convenience, and cost savings over the long run. For the HVAC company, these plans provide steady business and help with customer retention. Given the data, it appears to be a win-win area that is growing. With over one-third of non-subscribers expressing interest, the industry could see maintenance plan adoption continue to rise in coming years.
Homeowners Embrace Smart HVAC Technology and Eco-Friendly Options
The survey reveals that homeowners are increasingly tech-forward and eco-conscious when it comes to their heating and cooling systems. Two questions in particular shed light on these trends: one about smart thermostat usage, and another about the importance of energy efficiency or eco-friendliness in HVAC choices. The results point to significant adoption of smart HVAC tech and a strong preference for efficient, “green” solutions.
Smart HVAC Technology Adoption
We asked whether homeowners use any smart thermostats or smart HVAC systems in their home. A slight majority (51.0%) responded that yes, they have a smart thermostat (e.g. Nest, Ecobee) or a similar smart HVAC setup. This is a noteworthy penetration rate for IoT (Internet of Things) devices in home climate control. Smart thermostats have become popular for their convenience and energy-saving potential, and about half of our respondents are already on board.Among those who don’t yet have smart HVAC tech, interest levels are high: 34.8% said they do not currently have any smart HVAC devices but are interested in getting them. That means a sizable portion of homeowners are considering upgrades to smart controls. Only 12.9% said they don’t have smart HVAC tech and are not interested in it, with a negligible 1.3% “not sure what it is”.
Combining the “yes” and “interested” groups, a remarkable 85% of homeowners are either using or open to using smart HVAC solutions. This indicates that the market for connected HVAC devices is strong and likely growing. Homeowners appear to value the comfort, control, and efficiency benefits that smart thermostats provide (such as remote access via phone apps, learning thermostats that adapt to schedules, and energy usage insights). For HVAC service providers, this trend means customers may increasingly expect expertise in integrating and maintaining smart systems, and they may respond well to services or advice that help optimize these technologies.
Prioritizing Energy Efficiency
We asked homeowners how important it is to them that their HVAC system or any replacement equipment be energy-efficient or environmentally friendly. Specifically, the question was: “When it comes time to repair or replace your HVAC system, how important is choosing an energy-efficient or eco-friendly option to you?” The answers show that this is on consumers’ minds: 40.2% said it is “very important” (they would prioritize an eco-friendly, high-efficiency solution even if it might cost more). Additionally, 46.7% said it is “somewhat important” (a factor they care about, though they would balance it with cost and other considerations). Together, about 86.6% of homeowners consider efficiency or eco-friendliness at least somewhat important in their HVAC decisions, with a solid plurality placing strong importance on it.
This is a striking consensus: the vast majority of homeowners now care about energy efficiency when repairing or replacing HVAC systems. Many are even willing to pay a premium for more efficient or eco-friendly equipment, given the 40% who prioritize it highly. This likely reflects both environmental awareness and the desire to save on energy bills in the long run. For HVAC contractors and manufacturers, it means that marketing high-efficiency units, Energy Star certifications, heat pumps, and other “green” technologies will resonate with customers. It also means that failing to offer efficient options could be a competitive disadvantage, as only a sliver of customers are completely unconcerned with efficiency.
In summary, homeowners are embracing the “smart and green” evolution of HVAC. They are installing smart thermostats to better control their home climate and leaning toward equipment that reduces energy consumption. This bodes well for continued innovation in HVAC technology and indicates that customers will appreciate professionals who can advise on and service these advanced systems.
Top Homeowner Concerns: Weather Extremes Outweigh Cost Fears
By far the most common worry was a scenario that threatens comfort and safety directly: “Breakdown during extreme weather.” 47.1% of homeowners said their biggest concern is having their furnace or AC fail during a frigid cold snap or a sweltering heat wave. This makes sense: losing heating or cooling when you need it most can be both dangerous and very uncomfortable. It underscores why quick response and preventive maintenance are valued – people fear being stuck without climate control in extreme conditions more than anything else.The second-highest concern was a safety hazard. 18.9% of respondents most worry about a carbon monoxide leak or other dangerous HVAC malfunction. While less common than breakdowns, these incidents (like a cracked heat exchanger leaking CO) can be life-threatening, so it’s logical that roughly one in five prioritize this fear. Next, a subset of homeowners focused on financial and trust issues (though these were less prevalent): 15.7% said a “huge, unexpected repair or replacement bill” is their top worry, and only 3.9% chose “being swindled (overcharged or scammed by an untrustworthy repair person).” So about 19.6% combined primarily fear monetary loss or contractor fraud. This is significant, but still much lower than the share who fear physical discomfort or danger from breakdowns (~47%+).
The key insight here is that comfort and safety anxieties dwarf financial anxieties in HVAC contexts. Almost half of homeowners worry about losing heating/cooling when it’s most needed, and roughly another 19% worry about safety hazards, together that’s about two-thirds of homeowners primarily concerned with physical well-being. Only one-sixth are primarily concerned about the financial hit of a big HVAC repair, and very few lose sleep over the possibility of being cheated by a contractor. This finding aligns with the earlier data: customers largely trust their HVAC providers and are more concerned that the system works reliably than with saving a buck at all costs.
For HVAC professionals, understanding these fears is important. Emphasizing reliability (“we won’t let your heat fail in winter”) and safety checks (such as carbon monoxide tests and electrical inspections) in customer communication could address the top concerns customers have. Meanwhile, while cost is of course important, it isn’t the number one worry, which suggests that competing on quality and trust might beat competing purely on price. Transparent pricing can mitigate the ~16% who worry about big bills, but ensuring reliable operation and safe equipment will resonate with a far larger segment of homeowners.
HVAC Habits Evolve as More People Work From Home
The lifestyle shifts of recent years, notably the rise in remote work and generally spending more time at home, have affected how people use and care for their HVAC systems. We asked homeowners if spending more time at home (for example, working from home) has changed their HVAC usage or maintenance habits. The answers show a substantial impact for a majority of people:
These responses sum up to roughly two-thirds “yes” (changed behavior) vs. one-third “no”.
The takeaway is that remote work and stay-at-home lifestyles have a real effect on HVAC demand. Many people are running their systems longer and paying more attention to comfort and air quality (leading to more maintenance and even upgrades). This could partly explain why routine maintenance calls are high and interest in service plans is strong, if your home is also your workplace, HVAC downtime or inefficiency becomes more disruptive and noticeable.
For HVAC service companies, this trend might mean increased service frequency among these customers and opportunities to offer upgrades (like better filtration, zoning systems, or higher-efficiency units to handle the heavier usage). It also underscores the importance of reliability: with so many relying on home HVAC throughout the day, they expect consistent performance and will proactively seek to maintain it.
Many Homeowners Delay Repairs, Often Due to Cost or Convenience
Despite the emphasis on maintenance, not everyone addresses HVAC issues promptly. We asked if homeowners have ever delayed or avoided scheduling HVAC maintenance or repairs, and if so, why. The responses show that procrastination is fairly common, and the reasons highlight both cost sensitivity and busy lifestyles.
Overall, just over half of homeowners have not postponed HVAC service unnecessarily. About 44.7% answered “No, I address HVAC issues as soon as they come up.” Another 6.3% said it’s “Not applicable, I haven’t needed any unexpected HVAC work yet,” which effectively means they haven’t had issues to delay in the first place.
However, nearly half of homeowners admitted to having delayed service at some point. Among those who have postponed repairs or maintenance, two reasons stood out:
- 26.1% said Yes: I’ve put off calling for service because of the cost. This was the top reason for delay, suggesting these homeowners hesitated due to expense, hoping the issue might resolve itself or trying to live with the problem to avoid a hefty repair bill.
- 22.9% said Yes:I’ve put off service because it was inconvenient or I was too busy. This group procrastinated not due to money, but due to timing. Perhaps they didn’t want to take off work, found scheduling troublesome, or simply kept putting it off until absolutely necessary. This reason echoes the earlier frustration about difficulty getting appointments.
In total, around 49% of respondents have at some point postponed a repair or maintenance visit for one of those reasons. This insight is important: even though many homeowners value maintenance and reliability, real-world constraints like budget and scheduling can lead people to defer taking action on HVAC problems.
For HVAC professionals, this is a reminder to communicate the value of timely maintenance and repairs, and to offer solutions that mitigate these barriers. For instance, providing financing options or clear upfront pricing might alleviate the cost concerns that 26% of respondents cited. Offering flexible scheduling, extended hours, or convenient online booking could help those ~23% who were “too busy” to fix their HVAC promptly. Since delayed maintenance can lead to worse breakdowns (and ironically, bigger costs later), educating customers on that trade-off might also help reduce procrastination. Ultimately, understanding why customers hesitate can help companies address those concerns proactively.
Trust in HVAC Technicians Remains Strong
Amid all these findings, one reassuring sign stands out for the industry: homeowners largely trust the honesty and integrity of HVAC professionals. We asked point-blank: “How much do you trust HVAC technicians to be honest (not overcharge or recommend unnecessary work)?” The results show a high baseline of trust:
From a business perspective, maintaining this trust is crucial. It can be reinforced by transparent communication, itemized bills, and not pushing unneeded services (notably, only about 5% of respondents felt pressured to buy extras as a top frustration). With a healthy ~85% trust level in place, there is a solid foundation of goodwill.
HVAC contractors should aim to keep it that way by continuing to act as trusted advisors to customers. For the roughly 13% who are more skeptical, communication is again key. Explaining the reasoning behind recommendations and providing evidence or second opinions for major repairs can help convert skeptics into believers. Overall, the industry should be proud that a vast majority of customers feel they can rely on their HVAC professionals’ honesty.
Would You Rather Lose Heat or Internet? One-Third Would Sacrifice Comfort for Connectivity
As a final, light-hearted question, we posed a hypothetical scenario to gauge just how essential homeowners consider their HVAC compared to another modern lifeline: the internet. We asked: “Would you rather go a week without HVAC (no heating/cooling) or a week without internet at home?” This question forces a tough choice between physical comfort and digital connectivity, and the answers were surprisingly split.
52.6% of homeowners said they would rather lose their internet for a week than lose their HVAC. In other words, a slim majority would sacrifice Wi-Fi and online access in order to keep their air conditioning and heating running. This group prioritizes physical comfort (or perhaps health, in extreme temperatures) over internet connectivity.On the other side, 32.6% said they’d rather go without HVAC for a week if it meant keeping their internet. More than one-third would endure a week of no cooling or heating (a potentially uncomfortable prospect) rather than be cut off from online connectivity. This speaks to how indispensable internet service is for many people, possibly due to remote work, education needs, or simply everyday entertainment and communication. They might reason that they can bundle up or use fans for a week, but can’t live without Zoom, email, and streaming TV.
While this question was posed partly in jest, it underscores the value people place on HVAC comfort. Even in an age of digital dependency, the majority picked HVAC over internet when pushed to choose. At the same time, a significant minority (one in three) feel they absolutely need the internet, even if it means being uncomfortable at home for a while. This balance might differ by personal circumstance, season, or geography (for example, someone in a mild climate might more readily give up AC for a week than someone in a heatwave). But in general, it’s a testament that heating and cooling are seen as fundamental necessities, nearly on par with electricity or internet in modern households.
Conclusion: Focus on Communication, Reliability, and Value
For media and industry observers, these insights highlight where the HVAC service sector excels (customer trust and satisfaction) and where it can improve (consistent communication and responsiveness).
For HVAC contractors and companies, the implications are actionable. Investing in better customer communication (from convenient booking to status updates), setting accurate expectations, and being responsive in emergencies will likely yield happier customers and a stronger business. In an era where homeowners are increasingly tech-savvy, spending more time at home, and concerned about efficiency, those companies that adapt to these trends by offering smart solutions, eco-friendly options, and above all reliable, transparent service will stand out.
Download the Survey Data
We encourage journalists, researchers, and HVAC professionals to explore the data further.
The full raw survey data is available for download here (Google Sheets). Feel free to analyze the results and draw your own insights, or to cite these findings with attribution to the FIELDBOSS HVAC Consumer Survey. By sharing this data openly, we hope to foster informed discussion and improvements in the HVAC service industry, ultimately leading to better experiences for homeowners and contractors alike.