In our latest research, where we spoke to over 50 heating installers and plumbers, one thing became very clear: getting your message in front of the right audience is only half the battle and what you say matters more than ever.
With communication channels evolving rapidly (as we explored in our previous blog), the next question is simple: what messages actually cut through?
Quality and durability lead the way
Our research showed that when it comes to choosing a brand, there is one standout priority.
75% of respondents told us that durability and quality are the most important factors when making purchasing decisions. This isn’t just a preference – it’s the foundation of brand trust in the sector.
Installers are under constant pressure to deliver reliable work. A product that fails doesn’t just create inconvenience, it impacts reputation, customer relationships, and future business. So, it’s no surprise that products promising long-term performance and reliability are front of mind.
From our work with some of the leading brands in the sector, we have seen that case studies and testimonials that attest to a product’s quality in a real-life scenario are most successful in presenting this key message in a relatable format that installers understand and resonate with.
Better reliability is the number one trigger for brand change.
Whether it’s workwear or hardware, better reliability and performance were cited as the biggest reason for brand. In other words, if a competitor can genuinely offer a stronger, more dependable solution – installers are willing to move.
For brands looking to reach new customers and retain existing customers, the takeaway is clear. If you can confidently stand behind the quality and durability of your product, lead with it and make it central to your messaging at all touchpoints.
Support matters just as much as the product
While product performance took the top spot, it was followed by another critical factor: customer support.
Installers and plumbers repeatedly told us they need access to help when they’re on site. Whether it’s troubleshooting an issue or getting quick technical advice, responsive support can make or break brand loyalty.
Together, quality and customer support account for 80% of all responses in our survey.
Training is no longer a “nice to have”
If there’s one expectation that continues to grow year-on-year, it’s the demand for training.
We’ve asked this question in multiple ways, and the answer is consistent: installers and plumbers want to hear from, know and engage with brands that can help them improve their skills and stay ahead.
Most installers are not just tradespeople, they’re running businesses, juggling customer service, admin and of course, the day job!
Time is limited, and the industry is evolving quickly. New technologies, new regulations, and new products mean there’s always something new to learn.
Brands that offer accessible, practical training position themselves as partners, not just suppliers and therefore help to strengthen brand loyalty.
What this means for manufacturers and brands in 2026
When we distil these findings down, the message from heating installers and plumbers is clear. They are looking for three things:
1. Quality and durability
Installers want suppliers they can rely on and products that performs consistently and helps them deliver a high standard of work without the risk of callbacks, customer dissatisfaction or wasted time.
2. Support when they need it
Trust doesn’t stop at the point of purchase. Installers need to know that if something goes wrong, they can quickly reach knowledgeable support, whether that’s on the phone, via email or on-site.
3. Training to help them stay ahead
This is an ambitious audience that wants to keep improving. Accessible, practical training that helps them stay competitive and up to date with new technologies is highly valued.
Brands that consistently deliver on these three pillars and communicate them clearly, will stand out in an increasingly competitive market.
If you’re looking to better engage heating installers and plumbers, and deliver these messages in a way that truly resonates, get in touch with our team to find out how we can support your campaigns.