Interviewed by Michael Nelson and Derek Foster • Article written directly from the recorded transcript using AI, editor-reviewed by Taylor Stone, and subject-verified.

For Paul Redman, President of Contractor Commerce in Lebanon, Ohio, the biggest shift in the trades is not simply the rise of new technology—it is how quickly homeowners expect to research, compare, and buy.

Redman believes contractors who want to compete need to make the buying process easier, from putting pricing online to creating digital experiences that give homeowners more clarity, confidence, and control.

From HVAC Contractor to E-Commerce Platform

The story behind Contractor Commerce began with a third-generation family HVAC business that started in 1954. Around 2006, the company’s third-generation owner noticed shelves filled with extra parts, including air filters, and wondered whether those products could be sold online instead of being discarded or returned to a distributor. He built websites, including humidifiers.com, and began receiving orders.

The e-commerce operation eventually grew into a major direct-to-consumer filter business, while the family also operated hvac.com. By 2018, Redman explained, the team noticed that consumers visiting hvac.com were primarily looking for two things: pricing and a way to buy. That led to the creation of Contractor Commerce, a platform designed to give trades businesses their own online stores.

Redman joined the company in 2021 after spending about a decade at Lennox, where he worked throughout the country and gained extensive experience with contractors and e-commerce projects. Today, Contractor Commerce has grown to around 50 people, and Redman describes his role as looking ahead at where the industry is going while making sure the company is moving in the right direction.

Why Contractors Need to Put Pricing Online

Redman has spent years encouraging contractors to rethink how homeowners buy. Early on, he faced significant resistance to the idea of displaying prices before a technician ever entered a home. But he says that resistance has increasingly been replaced by demand from contractors who recognize how consumers shop today.

“We were first in the market to tell contractors not just in HVAC, but plumbing, electrical, roofing, locksmiths, put your pricing online, quit being scared and put your pricing online,” Redman said.

That advice has become even more relevant as homeowners increasingly use Google, ChatGPT, and other AI tools to compare companies and evaluate estimates. Redman says younger homeowners also expect texting, virtual consultations, online pricing, and multiple payment options. His central recommendation is straightforward: “always put yourself into homeowners’ shoes.”

For contractors in Lebanon, Ohio, and across the country, Redman sees transparency and convenience becoming competitive advantages rather than optional extras.

Build the Business Before Chasing Every New Tool

Redman also cautions blue-collar entrepreneurs against adopting technology simply because it is available. One common mistake, he said, is signing up for software without having the people or processes necessary to implement it throughout the company.

For someone starting a contracting business, he recommends focusing first on a durable brand, speed to lead, customer conversion, and cash flow rather than getting distracted by every new technology.

“You can do all the things, but you can’t do it all at once,” Redman said.

He also believes entrepreneurs should pay attention to their first hires and avoid building a business that becomes overly dependent on individual technicians or installers. The goal, he said, is to create a workplace where employees are proud to tell their families where they work and proud to wear the company uniform in town.

Looking ahead, Paul Redman and Contractor Commerce see online purchasing and digitally driven sales continuing to expand. The company is building toward a future where more of the sales experience can happen through websites, chat, and text while contractors continue adapting to changing homeowner expectations. For Redman, staying ahead means continuing to learn, hire strong leaders, and build for where the trades are going next.