Water Treatment Trends and Insights from WQA’s 2017 Consumer Study
Every two years, the Water Quality Association (WQA) conducts a national survey of consumers to gather information about opinions and habits related to water quality and treatment.
While the full report will be released later this year, the early results came out at the 2017 WQA Convention in Orlando. The study helps water treatment professional like you better understand the people you’re trying to reach, which is why we’ve identified some important takeaways to consider.
Homeowners are More Concerned with Water Quality
One of the most important observations from the WQA survey is the indication that consumer awareness surrounding water quality issues has increased since the 2015 study. People are more likely to be able to name potential water contaminants without seeing a list of possibilities.
Rising most significantly was the number of Americans who identify lead as a possible contaminant. This is very likely a reaction to the media coverage surrounding lead contamination in Flint, Michigan.
Overall, there were significant jumps in the percentages of people who say they are concerned about residential water quality. The 2017 survey found 36% are concerned with contaminants in tap water compared to 25% in 2015, and 29% are worried about the safety of tap water, which more than doubles the 12% who were concerned in 2015. Plus, 26% of consumers surveyed said they are concerned about health risks from tap water when just 7% felt that way two years ago.
What it means to you: The WQA survey found the majority of respondents were willing to pay more for home water treatment systems that can remove things like lead (63%), arsenic (60%) and pharmaceuticals (57%). Quality drinking water is important, which is why there continues to be opportunities to provide homeowners with reverse osmosis systems.
The survey also suggests consumers are educating themselves so they have a better understanding of water quality. This presents an opportunity to provide potential customers with material that helps educate them and answers common questions.
The Importance of Expertise
Informational content that educates the public helps establish water treatment dealers as local authorities on water quality. A piece of good news in the study is the fact that consumers already view water treatment professionals as experts.
The top two answers to the question “who is the water quality expert in your area” were water treatment dealers (38%) and certified water experts (35%), with both ranking slightly above the municipality (32%).
The WQA survey also revealed that homeowners want to work with well-educated sales reps and technicians. Product knowledge (59%) and the ability to answer questions (61%) were cited as the most important attributes desired in a salesperson, while 40% called having a license or certification important.
What it means to you: You’ll gain an edge if you keep learning and make sure the people who work for your dealership are knowledgeable, too. Water-Right is a big believer in ongoing education, which is why we offer Water-Right School and other training opportunities to our customers on a regular basis. We can also help your team get better at sales, which involves knowing how to answer questions and find solutions. Make sure your dealership takes advantage of these events.
Look for opportunities to display your expertise to the people you want to reach. That includes adding articles to your website, using social media, and attending local home shows and other events where you can be available to answer questions in a face-to-face setting.
The Importance of a Trustworthy Brand
Not only do homeowners trust experts, they also trust recognizable brands. 44% of respondents said brand name water treatment products are important to them.
Consumers also want warranties and guarantees with the water treatment products they purchase. Nearly two-thirds of participants said they look for products bearing a manufacturer warranty.
An interesting related detail is the fact that the WQA saw a 125% increase in traffic to its website recently. The most visited pages help consumers find certified products and certified professionals in their area. This demonstrates that homeowners are looking for people and products they can trust. It’s also a good reason to become a WQA members as it will likely help you generate new business.
What it means to you: The CCWG will continue to improve brand awareness for WaterCare and Evolve. You’ll find a collection of resources in the dealer login area of your brand’s main website. When you use these tools to boost your own marketing efforts, you’re also helping improve public perception of the overall brand nation-wide.
Don’t forget to highlight and clearly explain warranties for Evolve and WaterCare products during the sales process. This is also a good time to show confidence in the quality and longevity of the water treatment solutions you’re selling.
Understanding the Homeowner’s Path to Purchase
Several statistics from initial results in the WQA survey help us understand consumer habits when it comes to purchasing residential water treatment systems.
It’s probably no surprise, but worth keeping in mind that 59% of people who purchase water softeners do so within one year of building or buying a new home. When it comes to reverse osmosis systems, the birth of a new baby is the most likely time for homeowners to make that purchase as health and quality water for mixing formula become priorities.
WQA notes that point of use/point of entry systems could be especially attractive to many consumers. Since more than 99% of water used in a household is not used for drinking, filtration solutions installed near the tap can make a lot of sense. The study shows women are more likely than men to show interest in a solution installed right at the faucet, such as an RO system.
Current events and local water issues will also spark interest in water treatment solutions. Findings from WQA show boil water alerts triggered purchasing decisions in 41% of respondents.
What it means to you: Your dealership’s sales and marketing efforts will be more efficient and effective with a little strategy. Think about who you’re targeting, when you’re reaching out to them, and what kind of message you’re delivering. Look for local advertising opportunities that allow you to connect with new homeowners and new parents. Be aware of current events that could impact demand for water treatment, and use your expertise to answer questions and provide solutions.