One of the things that is most frustrating since joining the heating and cooling industry is running up against outright shady tactics from competition. Open up almost any money mailer or newspaper and you’ll see advertisements claiming giveaways or things free when with a little digging you see there little more than a gimmick. The biggest and most egregious is the “free furnace with purchase of an air conditioner” offer pushed out in direct mail and newspapers in Indianapolis and all over the country.
If I were someone in need of a new furnace, this would sound appealing (and many customers clearly bite on this offer, otherwise the ad would not continue to run). Having spent about a decade in the industry, however, I realize the truth. The truth is that no profitable company is free, and anything that claims to be has some catch.
The catch in the case of the “free furnace” is the math. Typically, you’d see a base level air conditioner cost around $4 – $5,000 and your base level furnace cost in Indianapolis around $2500 – $3,000. In the “free furnace” offer, the companies charge $7,000 for the air conditioner to give away the “free furnace” Stated more clearly, many times customers will pay the same or more than if they were to have just had the furnace and A/C priced in a normal way without any freebies or giveaways.
Advertising is about getting people to do what you want them to do and it’s well within the right of these companies to push these sort of messages out there. It’s also fair of me to point out that these companies are aligned and if they lie to you to get you into the door, what do you think they do once you’re inside the door?
At Homesense we believe in transparency and honesty. We price equipment consistently, fairly and straight forward throughout the year. We’re not a big fan of gimmicks. We don’t think anybody truly gives things away without a back end motive.
Ultimately, we love competition. In fact, we have some great competitors that operate well and with integrity, (these companies raise the whole bar of the industry) — but tactics like “free furnace” are fundamentally dishonest and undermine what we think is healthy for businesses who want to positively participate in the Indianapolis community.
If you’re in the Indianapolis area and are looking for a trusted company to help you replace your furnace, or evaluate if you need a new furnace or interested in a high efficiency furnace contact Homesense Heating and Cooling at 317-203-8149 or reach out below: