Water Heater Technology is Evolving—and Consumer Choice Remains as Important as Ever

As water heater technology evolves, consumers have more options than ever before—including both tank and tankless options as well as different fuel sources, each offering unique benefits. At the same time, an ever-changing regulatory landscape makes it more vital than ever for customers to understand how their chosen model uses and conserves energy—and how it affects performance.

Home service contractors can play a significant role in educating and guiding the end consumer, helping them to navigate an expansive marketplace. Manufacturers, too, play a vital part in protecting consumer choice, investing in a wide range of different product types.

Bradford White Water Heaters has long been a leading name in residential and commercial water heater technology—and according to Louise Prader, Senior Director of Product Management, the company remains committed to helping contractors and customers alike to enjoy all the advantages of efficient and reliable products.

Q. Broadly speaking, what are some of the developments contractors and consumers should be aware of with respect to water heater efficiency and reliability?

A. Home and business owners want water heaters they can depend on for consistent, reliable comfort; for long-lasting performance; and for energy efficiency, helping to reduce monthly utility costs.

What this means is that manufacturers like Bradford White are taking an “all of the above” approach to water heater technology—understanding that different customers have different needs and expectations, and there’s no such thing as a one-size-fits-all water heating solution. Our customers are central to our decision making, and based on their preferences, we are always exploring new ways to promote performance and efficiency—including electric and gas-powered units of all kinds.

At the same time, we are more committed than ever to developing products that come with long lifespans, using high-quality materials and technologies to help customers protect their investments.

Q. You mention the importance of consumer choice. While some customers are fully on board with the eco-friendly benefits of electrification, others may still prefer gas-powered options. What’s the role of consumer choice in this space—and how can contractors position themselves as true customer advocates?

A. Contractors should be ready to ask plenty of questions about what their end user hopes to achieve through their water heater, taking into account energy efficiency concerns but also capacity and usage, installation requirements and cost. By listening to each consumer’s goals, contractors can better provide a tailored and effective water heating solution.

Additionally, part of what it means to advocate for consumer preference is ensuring home and business owners have all the information they need to make a judicious decision—for example, speaking to government rebates and incentives and more.

One factor that can’t be overemphasized is the need for contractor training and education—an area where contractors should lead. As water heater technology progresses, companies like Bradford White continue to invest in training contractors to install, configure and repair newer units—all while educating their own clientele on how to choose the technology best-suited to their needs.

Yet another important note: for consumers who prioritize energy efficiency, electrification isn’t the only way forward. Some of today’s most advanced water heaters are high-efficiency gas units—units that run on natural gas and significantly curb energy expenditures, all while offering the same level of water heating you would expect from a standard model.

Q. What about heat pump water heaters? Where do these stand within the competitive landscape, and what should home service contractors know about them?

A. Heat pump water heaters use electricity to transfer heat, rather than generating it—which makes them a fairly energy efficient solution. Recent guidelines from the DOE and other government agencies have incentivized heat pump adoption.

At Bradford White, we are seeing more and more consumers gravitate toward this technology. Advantages include notable energy savings, while downsides include a higher installation cost and, in colder environments, a slightly less robust performance than other types of water heater.

We fully endorse home service contractors offering heat pump water heaters not as a one-size-fits-all solution, but rather as one great choice among many others.

Q. How would you advise home service contractors as they seek to navigate an ever-changing technological and regulatory environment?

A. It’s impossible to overemphasize the role of offering products based on user preference. Even within a more rigid regulatory environment, there is still plenty of space for contractors to help consumers identify the water heating solution best aligned with their specific needs.

That’s why, at Bradford White, we are committed to producing high efficiency gas products and heat pump electric products—ensuring we can always provide the very best options for our customers, no matter what specifically they’re looking for.

Louise Prader is the Senior Director of Product Management for Bradford White Water Heaters, a leading American manufacturer and five-time ENERGY STAR® Partner of the Year.