Bill BrownFounder of ServiceTitan Hacks community (9k+ pros) | INC 5000 Contractor | Helping contractors win with AI & Automation

AI & Homeowners: Pricing Strategy for HVAC Success #shorts

15 Mar 2026 · 1 min

Watch on YouTube

1:13

In this YouTube short, host Bill Brown opens a discussion on how artificial intelligence (AI) is reshaping the way homeowners research HVAC services, forming opinions based on both accurate and inaccurate information before contacting contractors. He poses the central dilemma for HVAC businesses: whether to publish pricing online and how that decision could affect control over information, customer acquisition, and competitive dynamics. Bill introduces Jeff from Travis Crawford HVAC, a company that has been displaying its pricing on its website for two years, to share real‑world insights on what has worked, what hasn’t, and whether openly posted prices attract the “price‑shopping” customers that many contractors fear. Bill also mentions that viewers can submit questions via chat, with Paul from Contractor Commerce monitoring and later joining a Q&A session.

Chapters

What's different now in the market today is this buzzword that you guys are probably all maybe a little fatigued with, which is AI. And homeowners are researching things differently. They're forming different opinions based upon accurate or inaccurate facts before they ever call you. And it's changing the buying process now, and it'll continue to change it in the future. So I think the question you have to ask yourself is, what happens, or should I put pricing online? If I don't, what's gonna happen? If I do, is something gonna change in my business? But how can I stay in control of the information either way? So Jeff, thanks for joining me today. Jeff works at Travis Crawford HVAC, and Travis's, Travis's company's been putting pricing online on their website for 2 years. So I wanna talk to him about what's actually happened, what works, what didn't, what he would change and whether or not they have been attracting those price shopping, bottom feeding customers that everybody's afraid of. And you can drop the questions in the chat and Paul with Contractor Commerce will answer them and we'll also do a Q&A at the end. And, uh, you know, I appreciate you guys joining me today.