There are many ways that HVAC contractors can market high-end furnaces to consumers, either by emphasizing the quality and uniqueness behind the name brand or by pointing out the many high-tech features that homeowners hear so much about. Selling high-end furnaces should be — and can be — as easy as selling any other type of HVAC equipment or add-on accessory.
Two of the manufacturers in the HVAC trade — WaterFurnace and Rheem — have some good ideas on how to approach homeowners and some selling tips that will likely turn a lot of heads. Both manufacturers have well-established brand identities in the market, which is a strong base from which to start.