What homeowners want from contractors is very different from what most service business owners think.
They think it is price.
They think it is urgency.
They think it is who can sell the hardest at the kitchen table.
But according to new research surveying more than 400 homeowners actively shopping for HVAC and other major home services, those assumptions are wrong and costing contractors real money.
On a recent episode of the Service Business Mastery Podcast, hosts Tersh Blissett and Joshua Crouch sat down with Zachary Dearing, co-founder of Mantel, to unpack what homeowners actually want when making one of the most expensive purchases of their lives.
The conversation was grounded in insights from Mantel’s Homeowner Shopping Attitudes Report 2025, a survey of 422 verified homeowners that reveals what drives decision making when shopping for contractors, including how homeowners find providers and which factors matter most when choosing one. The episode used data from the study to highlight the behaviors and preferences shaping today’s homeowner journeys.
The findings are eye opening, and if you run an HVAC, plumbing, or electrical business, they demand a change in how you market, sell, and follow up.
Get your FREE 14-day trial at callrail.com/sbmpod
This article breaks down the biggest insights from that conversation and exactly how to apply them to grow your business.
What Homeowners Want From Contractors (According to Real Data)
Core Insight 1: Price Is Not the Most Important Thing
One of the most surprising findings from the study:
69 percent of homeowners said price is not the most important factor in choosing a contractor.
Instead, they care about:
• Comfort
• Quality of installation
• Long term reliability
• Energy efficiency
• Trust in the contractor
So why does price feel like the only thing homeowners talk about?
Because when people do not understand value, price becomes the only comparison tool they have.
As Zac explained: “Price is only the most important thing when you don’t understand anything else.”
This explains why understanding what homeowners want from contractors is more important than leading with price.
The Real Mistake Contractors Make
Contractors interpret early price questions as proof that homeowners are price driven, when in reality homeowners are information starved.
SBM takeaway: Price objections are not the problem. Lack of clarity is.
Core Insight 2: Homeowners Are Searching for Pricing but Are Not Finding What They Need
The study revealed another critical mismatch:
• 69 percent of homeowners actively search for pricing before anyone enters their home
• Only 15 percent say what they found was clear or helpful
That is a massive opportunity.
Homeowners are not asking for exact quotes online. They are looking for:
• Ballpark ranges
• Cost drivers
• What makes one system more expensive than another
• Confidence they are not being taken advantage of
Most contractor websites fail here, either hiding pricing entirely or offering vague, unhelpful language.
Why This Matters
If your website does not help homeowners understand cost before the appointment, you force your sales team to:
• Re educate from scratch
• Overcome skepticism
• Fight the “I need more quotes” reflex
SBM takeaway: Educational pricing content builds trust before the truck rolls.
Core Insight 3: Where Homeowners Actually Find Contractors
Google still matters, but it is not the whole story.
According to the data:
• About one third found contractors via Google
• Nearly the same percentage used a contractor they worked with before
• Referrals from friends and neighbors were just as influential
• Social media played a meaningful role
• Only 3 percent used AI tools like ChatGPT
Even among millennials, AI search barely reached 4.5 percent.
What This Means for Contractors
Despite the hype, AI search is not replacing:
• Local SEO
• Brand recognition
• Reputation
• Referrals
Homeowners still rely on trust signals, not just technology.
SBM takeaway: Your brand, reviews, and follow through matter more than chasing the next shiny marketing trend.
Core Insight 4: Reviews, Reputation, and Responsiveness Win Deals
More than 50 percent of homeowners said online reviews were critical in selecting a contractor.
But reputation does not stop at Google stars.
Zac shared a telling example from homeowner interviews:
• One homeowner contacted six contractors
• She expected half of them not to call back
• Only three actually showed up
That expectation alone should be a wake up call.
The Silent Deal Killer: Poor Follow Up
Missed calls
Delayed responses
No post visit communication
These do not just lose the current job. They damage future referrals.
As Zac put it:
“The mark of someone’s character is how they respond when you give them bad news.”
How you treat a homeowner after they say no still shapes your reputation.
SBM takeaway: Responsiveness is not customer service. It is a revenue strategy.
Core Insight 5: Homeowners Want to Buy, Not Be Sold To
One of the strongest themes from the episode was buyer empowerment.
Traditional sales processes rely on:
• Long monologues
• One recommended option
• Pressure at the kitchen table
Homeowners respond better when they:
• See multiple options
• Understand trade offs
• Control upgrades and add ons
• Make the decision themselves
This aligns with a core SBM principle: people do not want to be sold. They want to own their decision.
Why This Increases Ticket Size
When homeowners understand value and feel in control, they often:
• Choose better systems
• Add IAQ or efficiency upgrades
• Experience less buyer’s remorse
Mantel’s data shows contractors using this approach earn significantly more per appointment while homeowners report higher satisfaction.
Service businesses that understand what homeowners want from contractors will consistently win more deals without racing to the bottom on price.
SBM takeaway: Empowerment beats pressure every time.
Action Steps: How Service Businesses Can Apply This Today
1. Fix Your Website Pricing Content
- Add cost ranges and explanations
- Explain what drives price up or down
- Address common homeowner fears
2. Train Sales Teams to Educate, Not Lecture
- Short explanations beat long speeches
- Use familiar analogies
- Ask discovery based questions
3. Present Real Choices
- Good, better, best options
- Transparent trade offs
- Let homeowners explore
4. Tighten Follow Up Systems
- Respond faster than competitors
- Personalize communication
- Track dropped leads
5. Protect Your Reputation at Every Stage
- Even when you do not win the job
- Especially when the homeowner says no
Conclusion: The Contractors Who Win Understand the Buyer
Most contractors are not losing jobs because they are too expensive.
They are losing jobs because homeowners do not feel informed, confident, or respected.
When you align your marketing, sales process, and follow up with how homeowners actually want to buy, everything changes:
• Higher close rates
• Larger tickets
• Fewer cancellations
• Stronger referrals
The future of service business growth is not harder selling. It is better understanding.
On the Service Business Mastery Podcast, we regularly break down how trust, clarity, and education influence modern buying decisions.
FAQs: What Homeowners Want From Contractors
What do homeowners want most from contractors?
Trust, clarity, quality installation, and confidence, not just the lowest price.
Is price the biggest factor in choosing a contractor?
No. Nearly 70 percent say price is not the most important factor.
Where do homeowners usually find contractors?
Google, referrals, prior relationships, reviews, and brand reputation.
Do homeowners use AI tools to find contractors?
Very rarely. Only about 3 percent do.
How can contractors improve close rates?
By educating homeowners, offering clear options, improving follow up, and focusing on the buying experience.
