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5 Tips to Educate Homeowners About Indoor Air Quality

Download this infographic for additional information on why you should be talking to homeowners about their IAQ.

Americans spend a whopping 90% of their life indoors. But breathing dirty air can lead to a range of health problems. Fortunately, 82% of homeowners say they now prioritize good air quality in their homes more than ever before.*

Indoor pollutants cause poor air quality in homes, but inadequate ventilation and circulation compound the problem. As HVAC professionals, we can dramatically enhance our customer’s health and comfort by improving indoor ventilation and air purification.

Educating homeowners about indoor air quality products can help them choose the right products and maintenance schedule for perfect indoor air quality. Here is everything you need to know about explaining IAQ to homeowners in an accessible way.


Why Tell Homeowners About IAQ?

Lennox believes everyone deserves perfect air. Perfection starts with education! When considering what HVAC solutions to install in their house, homeowners are driven by comfort and health.

While most homeowners are aware of the benefits of temperature regulation and humidity control, they don’t often realize how their HVAC system impacts their respiratory health. Communicating with homeowners about IAQ creates another bridge of trust and connection with their HVAC dealer.

Homeowners want to reap the immediate benefits of perfect indoor air quality, including:

  • Cleaner living space
  • Improved air circulation
  • Improved respiratory health
  • Reduced allergy and asthma triggers
  • Improved sleep and mental clarity
  • Reduced headaches and fatigue
  • Reduced dust, pet dander, and mold

Most homeowners are familiar with the idea of pollutants, but they may not realize how many are in their home. Poor ventilation can cause pollutants to accumulate inside the home at concentrations up to 100 times higher than outdoor air! As HVAC providers, you are able to help homeowners reduce their exposure to indoor pollutants by ensuring adequate:

  • Temperature control
  • Humidity control
  • Air purification
  • Ventilation

How to Use Air Quality Education to Increase Sales and Build Trust

Homeowners may not know the technical aspect of the HVAC products and services they are looking for, but they do know how they want their home air quality to feel! Here are 5 tips to educate homeowners on IAQ in an easy, accessible way.

Pro Tip #1: Use Non-Technical Language

When introducing IAQ to homeowners, avoid scientific jargon that can make this topic seem inaccessible. We want homeowners to know that our IAQ data is backed by robust science, but the benefits of improved air quality can be experienced in their daily life.

Instead of the wordy EPA definition, try this simpler IAQ definition: Indoor Air Quality is the cleanliness and comfort of your home’s air. Modern air quality products like filtration systems, air purifiers, and smart thermostats help you breathe clearer and feel better.

Pro Tip #2: Ask Specific Questions

The best way to get to know the customer is to ask them about their daily experience breathing the air in their home. As a bonus, asking questions builds trust by showing homeowners that you care about their wellbeing.

Use these key questions to inquire about the customer’s experience with IAQ and make recommendations:

  • Does the air in your home feel safe to breathe? An upgraded smart thermostat lets you monitor air quality, allergens, humidity, and ventilation from the touch of a button. For the ultimate air perfection, a whole-home purifier like Lennox PureAir™ S removes 99.9% of odors, particles, and air pollutants.
  • Are you concerned about pet hair, dander, or dust? If yes, you can recommend more frequent filter changes, duct cleaning, or an upgraded ventilation control system. Six out of ten homeowners cited having pets in the home as a factor impacting their home air quality.**
  • Is it too humid in your home? The Lennox Humiditrol™ Dehumidifer can integrate with your smart thermostat to dehumidify your entire home.
  • Does anyone in your family struggle with allergies, asthma, or other respiratory problems? Over one-third of homeowners have household members with allergies.** The Lennox Healthy Climate™ HEPA air filter system is the same technology used to clean the air in hospitals and labs.
  • Does the air in certain parts of your home feel musty, stuffy, or stale? Maintenance on your HVAC system and circulation airways can help maintain more consistent air flow.
  • Are you concerned about viruses? Over half of homeowners report that they would purchase an air filtration system if it could eliminate COVID-19 from the air circulating in their homes.* Remind homeowners that the PureAir S Air Purification System removes 90% of flu and cold viruses.


Pro Tip #3: Focus on Feel

Homeowners care more about their comfort and feeling than the technicalities or functionality of an HVAC system.

For example, if you tell a homeowner that the Lennox Healthy Climate® PureAir S Air Purification System uses maximum MERV 16 filtration and photocatalytic oxidation technology, they might look at you as if you’re speaking another language!

Instead, think about how those features directly impact their experience. Explain that integrating an air purifier into their HVAC system can make their home smell better while filtering out harmful chemicals. This simple translation skips the high-tech details and goes straight to the day-to-day results.

Here are a few more examples of how you can focus on direct benefits that homeowners can experience from cleaner indoor air quality:

  • Reduced allergy and asthma symptoms: Studies have found that MERV12 and higher ventilation filters like the Lennox Healthy Climate® PureAir S can reduce asthma triggers and allergens in the home by over 50%. The Asthma and Allergy Foundation of America highly recommends air cleaning devices and improved ventilation in the home.
  • Reduced headaches: Research shows that indoor pollutants are directly correlated with migraines and frequent headaches. Homeowners may be excited by the prospect of improving IAQ so they can feel more mentally clear.
  • More energy: Fatigue is one of the most documented effects of Sick Building Syndrome and indoor air pollution. Improved ventilation means more fresh, oxygenated air is flowing in and out of the home. This could mean feeling more energetic and rejuvenated.
  • Improved focus and productivity: Over 50% of Gen Z and Millenials work from home compared to pre-pandemic levels*, but a stuffy home office can dramatically reduce their effectiveness. Studies show that poor indoor air quality decreases productivity. Scientists agree that improving ventilation and eliminating indoor pollution can help workers get more quality work done in less time. Explain to a homeowner that they may feel more focused and productive if they invest in improving their indoor air quality.


Pro Tip #4: Use Quick Data Points

Nobody wants to read a massive data report on air quality, however our customers still want to feel educated and informed about their HVAC purchase and maintenance.

These EPA-backed data points are easy to remember and can boost your credibility as an installer:

  • Indoor air pollutant levels can be 2 to 5 times higher (or sometimes up to 100 times higher) than outdoor levels.
  • Homes with air sensor technology like a smart thermostat can help monitor indoor air quality and activate appliances that reduce pollutant levels.
  • Buildings with high quality HVAC systems dramatically reduce the transmission of the COVID-19 virus.
  • For mold and mildew prevention, the EPA recommends using a dehumidifier to keep indoor humidity between 30 and 50%.

Pro Tip #5: Give Free Tips

Marketing psychologists have found that providing information free of charge is one of the easiest ways to build trust and credibility. Ensure that homeowners feel valued and cared for by offering them these easy tips for maximizing indoor air quality:

  • Check that none of your air vents are blocked by furniture or clothing. Keep these return vents clear of dust and grime. This is one of the simplest ways to improve your home’s ventilation.
  • Have outdoor vents inspected regularly to make sure that fresh air can be drawn inside your home.
  • Use your kitchen exhaust fan every time you cook, especially if you have a gas stove.
  • Slightly open a window on nice days to bring in fresh air.
  • Buy indoor houseplants to improve air purification. The NASA Clean Air Study found that English Ivy, Bamboo Palm, Snake Plant, and Devil’s Ivy (“pothos”) filter contaminants from the air.
  • Regularly change your AC filter to ensure that dander, dust, and sediment don’t clog up your system.

You can also recommend your homeowners take a few simple steps to test their own indoor air quality. They can use an air quality monitor or sensor to measure levels of common indoor air pollutants such as particulate matter, carbon monoxide, and volatile organic compounds. These devices can be purchased online or at local hardware stores. Homeowners can also conduct a simple radon test using a radon testing kit, which can be obtained through the National Radon Program Services or purchased at a local hardware store.

Key Takeaways: Indoor Air Quality Improves Health and Comfort

The number one thing homeowners need to know about IAQ is that it can improve their health and comfort level. Perfect air starts with education and collaboration between homeowners and the dealers servicing their homes.

Click here to learn more about IAQ and the Lennox® line of Healthy Climate Solutions™.

*Survey commissioned by 4Media Group on behalf of Lennox Industries. November 2022.

**American Home Comfort Study commissioned by Decision Analyst.