Industry News

New research and insights report uncovers industry shifts and trends for legal and home services across consumer preferences, the rise of artificial intelligence, and the digital marketing landscape

Scorpion, the leading provider of digital marketing and technology solutions for local businesses, today announced the launch of its new insights report: The Scorpion Pulse. Results show that with advancements in technology, especially generative AI, consumers expect businesses to give timely, same-day responses, be transparent, and make search and discovery easier than ever.

Looking at the latest digital marketing trends and insights for the home services and legal industries, the spring 2024 report found that 70% of consumers favor home services companies that accommodate multiple contact options such as phone, text messaging, and online chat. In the legal industry, 66% of consumers expect a response within 24 hours of submitting an inquiry, a metric that is amplified in certain practice areas such as criminal defense.

“The ability to adapt quickly to changes in customer expectations, technology, and market dynamics is critical to success for legal and home services professionals. The Scorpion Pulse reveals that consumers today expect immediate responses and seamless interactions, making it crucial for home services and law firms to be proactive and highly responsive,” said Jamie Adams, Chief Revenue Officer at Scorpion. “Local businesses are facing significant challenges, including, the rising cost of online advertising, increased competition, and economic conditions impacting consumer demand. This report gives businesses the insights they need to make informed marketing and advertising decisions, leverage new technology like AI to their advantage, and optimize their digital marketing campaigns effectively, based on our proprietary data and research.”

Published data from Scorpion illustrates key insights that those in the home services and legal industries must understand to help grow their businesses.

For Home Services Businesses: Getting Inside the Minds of Today’s Consumers. Speed isn’t the only thing that matters. Today’s home services customers demand transparency and quick solutions straight from reliable sources.

• 54% of consumers will decide on a home services provider within four hours of researching options.
• Transparency and word of mouth are important for consumers with 67% checking at least three different review sources before making a decision and 64% only considering providers with at least a 4 out of 5 star rating.
• The top three qualities consumers look for in a home services provider are affordability (58%), dependability (56%), and knowledgeability (35%).

For Legal Providers: Consumers Are Doing Their Due Diligence. Potential clients are becoming more meticulous in their research for law firms. They want fast responses, good reviews, and tech-driven experiences.

• Two-thirds of people expect law firms to respond within one day of reaching out to them. A critical insight is that 45% of people make a decision on an attorney within 3 days.
• Due diligence is increasingly important with 40% of consumers saying they read at least 7 reviews when deciding on an attorney to work with.
• Consumers are also seeking technology-driven legal experiences including digital document sharing (48%), online billing (47%), and the use of client portals (40%).

In AI We Trust. Consumer understanding, acceptance, and adoption of AI is growing. The intersection of AI and traditional Search on Google and other search engines is changing how people see, trust, and use AI-generated results.

• When it comes to AI search results on Google and other search engines, 75% of consumers feel it improves the experience of looking for and researching local businesses.
• 67% note having some experience using AI with top categories being education and research, gaming and entertainment, and shopping.
• 33% of consumers say they trust AI-generated search results, depending on the source those results come from.

To see the full report and gain valuable insight on navigating digital marketing, the future of search, and AI in home services and legal, please visit scorpion.co/pulse.

• Expansion fueled by market adoption from the pioneer in oil-free technology
• Expansion adds 145,000 square-feet to Tallahassee facility, doubling manufacturing capacity
• Increased capacity will allow Danfoss Turbocor to support demand for energy-efficient, low carbon emission air-conditioning

On May 29, 2024, Danfoss Turbocor® celebrated the opening of its new 145,000 square foot production facility, driven by market growth and adoption of oil-free, magnetic bearing technology. The ribbon-cutting ceremony was attended by over 100 people, including customers, community members, Danfoss President and CEO Kim Fausing and descendants of Danfoss founder Mads Clausen. The additional facility will host state-of-the-art manufacturing for TTS/TG/TH lines for Danfoss Turbocor compressors, doubling current capacity with the ability to expand even further. The $62 million investment will also create jobs in the Tallahassee area.

Reflecting Danfoss’ goal to become carbon neutral by 2030, the new factory will utilize low-carbon Turbocor compressors and a heat recovery system to reduce carbon emissions and energy usage.

Danfoss leadership was on hand in Tallahassee to officially open the new Turbocor factory. L-R: Kristian Strand, President, Danfoss Commercial Compressors; Mads Clausen, 3rd generation of Danfoss founder Mads Clausen; Ricardo Schneider, President, Danfoss Turbocor; Kim Fausing, CEO, Danfoss; Jurgen Fischer, President, Danfoss Climate Solutions; Mads Peter Clausen, 3rd generation of Danfoss founder Mads Clausen.

“The increased production will help meet the growing market demand for cooling and heating high-efficiency compressors in North America, Europe and Asia,” said Fausing. “The oil-free high efficiency compressor technology is a key enabler for meeting the decarbonization goals of commercial buildings, cities and countries. Currently, North America is the largest market and region for Danfoss, with 34 sites, and we couldn’t be prouder of this latest chapter in Turbocor’s growth.”

Turbocor compressors use magnetic-bearing technology instead of oil and provide a low-carbon and ultra-low global warming potential (GWP) cooling option for commercial air conditioning and heat pumps. From innovation to market adoption, Danfoss has been the leader and pioneer of oil-free compressors in the HVAC/R industry and is committed to continuing the development of the technology in order to reduce the carbon footprint of key vital infrastructure like data centers, hospitals, hotels and airports.  The development of the technology reflects Danfoss’ commitment to decarbonization and green growth, with solutions that reduce carbon emissions, lower energy consumption and enable electrification.

In November 2023, Turbocor celebrated its 10^th anniversary of being a wholly owned Danfoss company. Initially founded in 1994 and later becoming a joint venture with Danfoss in 2004, the company has made its mark globally.  Danfoss Turbocor is continuing to grow its footprint, with an expanded facility in Haiyan, China opening next year, and the establishment of a configuration center in Nordborg, Denmark, at Danfoss’ corporate headquarters. The Nordborg site currently handles sales and service for Turbocor’s European customers; a new production facility is scheduled for completion in 2026.

“This investment is not only a commitment to meeting the evolving needs of our customers but underscores the importance of local manufacturing,” commented Ricardo Schneider, President of Danfoss Turbocor.  “As part of Danfoss’ green growth strategy, we are regionalizing our supply chains in order to manufacture products closer to our customers, improve service and decarbonize our operations. Expanding our capacity in Tallahassee is key to our growth strategy in North America.”

Attendees received a guided tour of the new factory.

Locally, Danfoss Turbocor provides scholarships, research support and workforce development training to students at two and four-year colleges in Tallahassee. Its proximity to the National High Magnetic Field Laboratory at Florida State University further strengthens the relationship between Turbocor and the community by enabling the company to benefit from ongoing research and providing internship and employment opportunities for students.

“The journey to this moment has been paved with the hard work and dedication of our employees, leaders, customers, and the local community,” said Schneider. “By eliminating the need for oil, we are not only reducing maintenance costs but also contributing to a cleaner, greener future. Turbocor compressors are not just a product; they are a commitment to environmental stewardship and responsible manufacturing.”

The California Heat Pump Partnership brings together leading state agencies, manufacturers, utilities, and other market actors to support the state’s heat pump and climate targets.

Yesterday, the California Heat Pump Partnership (CAHPP) officially launched with its first convening to bring together state agencies, manufacturers representing more than 90% of the U.S. consumer heat pump market, utilities, and other market actors to help achieve the state’s goal to install six million electric heat pumps by 2030. Launched with a shared vision to catalyze a sustainable, decarbonized future, the public-private partnership will drive forward a clean energy economy and advance California’s climate objectives by propelling widespread heat pump adoption through cross-sector collaboration and strategic partnerships.

Caption: Members of the California Heat Pump Partnership Credit: California Energy Commission.

“California knows how to scale clean energy. We’ve done this with electric vehicles, solar, wind, and battery storage—and now it’s time to take the benefits of heat pump technology mainstream,” said California Energy Commission Chair David Hochschild. “Heat pumps provide Californians a way to both cool and heat their homes with no pollution. The California Heat Pump Partnership will help government and industry leaders do the barrier-busting necessary to ensure heat pumps are accessible to all Californians.”

“The Building Decarbonization Coalition is uniquely positioned to manage the partnership, and bring together state and industry leaders to rapidly grow the heat pump market in California,” said Terra Weeks, Director for the CAHPP. “Scaling this technology will usher California into a new era of clean electric heating and cooling, and propel the state toward a carbon neutral future.”

The CAHPP will develop a blueprint outlining how to address technical, market, and policy barriers for achieving the state’s heat pump targets. The partnership will also deploy a statewide consumer marketing campaign through The Switch Is On, an initiative launched by the Building Decarbonization Coalition, to educate, inspire, and make switching to electric appliances easier for communities, contractors, and all those who live and work in buildings.

“As California moves toward a carbon-neutral future, it’s crucial to foster close coordination between state and market leaders to achieve our building decarbonization goals,” said California Public Utilities Commission President Alice Reynolds. “The Heat Pump Partnership is a vital step in supporting California’s transition to clean electric heating and cooling. By aligning key stakeholders in the clean energy transition, we can minimize costs and maximize benefits for all Californians, driving us towards a more sustainable future.”

“California has advanced climate and air quality solutions through innovation and collaboration between government, communities and industry to ensure equitable outcomes,” said California Air Resources Board Chair Liane Randolph. “The heat pump partnership is the latest example of how state agencies and other climate leaders are working together to face the growing threat of extreme heat and the need to decarbonize with action, urgency and a commitment to addressing the needs of vulnerable Californians.”

California currently has about 1.5 million heat pumps deployed and is on pace to install less than 200,000 heat pumps a year. To close the gap of 4.5 million heat pumps by 2030, heat pump adoption will need to nearly quadruple with about 750,000 units installed annually. Large-scale coordination efforts like the CAHPP are crucial to align major players in the clean energy transition and support California’s climate goals.

Scaling heat pump adoption in the world’s fifth largest economy will also act as a global market signal, with the potential of transforming the world’s green economy.

“As a global leader in intelligent climate and energy solutions, Carrier is committed to supporting the installation of six million heat pumps in California’s buildings by 2030,” said Kyle Gilley, Vice President of Government Relations at Carrier. “Electrification continues to be a solution for reducing greenhouse gas emissions and we are proud to be contributing to a greener tomorrow with our high quality, energy efficient, sustainable heat pump systems.”

“The California Heat Pump Partnership represents the public-private collaboration that we need to accelerate the adoption of advanced heat pumps, such as those that utilize inverter technology,” said David Calabrese, Senior Vice President of Government Affairs at Daikin. “As a global leader in providing heat pumps, we are committed to working with the California government, its utilities, the environmental community, and our industry to help meet the state’s six million heat pump target and ensure that this technology is accessible to all Californians.”

The partnership also builds on an agreement made last year by ten of the world’s largest manufacturers, distributors, and suppliers of heating and cooling equipment for buldings to rapidly scale the heat pump market. That agreement outlined commitments to help create manufacturing capacity, enhance efficiency, and incorporate load flexibility to decarbonize California’s buildings.

“As a leading manufacturer serving the California market with efficient electric space, water heating and pool heat pumps, Rheem is committed to supporting the state’s goals to install six million electric heat pumps by 2030,” said Chris Day, Vice President, Global Product Strategy, Marketing and Training at Rheem. “The objective of the Partnership and Market Advisory Board is to scale heat pump installations through collaboration with the entire supply chain and channel partners. I am excited about the ability of the Partnership to focus the state on the most important policy and market levers to drive heat pump adoption and Rheem’s role in enabling wide-scale building decarbonization.”

“Our company is pleased to participate and contribute its more than twenty years of heat pump water heating expertise to the California Heat Pump Partnership as the state of California embarks on its ambitious goal of installing six million new heat pumps and heat pump water heaters by 2030,” said Joshua C. Greene, Corporate Vice President for Government, Regulatory, and Industry Affairs at A. O. Smith. “Through the leadership of Governor Newsom and the California Energy Commission, these combined efforts will help emphasize the co-benefits that heat pump technology offers—decarbonizing the built environment to help mitigate the impacts of climate change and lowering utility costs that will save consumers money.”

“Decarbonizing the built environment is within reach and comes with improved air quality, lower energy use, and more personal comfort,” said Dana Fischer, Senior Director of Regulatory Strategy at Mitsubishi Electric. “Mitsubishi Electric Trane HVAC U.S. is ready to  U.S. is ready to do our part in achieving ambitious heat pump goals in California. Together we can make changes for the better.”

The California Heat Pump Partnership members include:

• Heat pump manufacturers, including A. O. Smith, Bradford White, Carrier, Daikin, Fujitsu General America, Inc., Johnson Controls, Lennox, LG, Mitsubishi Electric, Rheem, and Trane Technologies
• Distributor: Ferguson
• Electricity providers, including Pacific Gas and Electric, Edison International, Sacramento Municipal Utility District, and Ava Community Energy
• Policymakers representing the California Energy Commission, California Air Resources Board, California Public Utilities Commission, and the Office of Governor Gavin Newsom
• Innovation leader: Los Angeles Cleantech Incubator

The California Heat Pump Partnership (CAHPP) is a groundbreaking alliance that brings together leaders in the public and private sectors to rapidly scale California’s heat pump market.

Pfister Faucets announced today its American Plumber Stories docuseries took home three Tellys in the record-breaking 45th Annual Telly Awards. The leading faucet manufacturer’s series won the Silver Telly in the Best in Public Interest and Awareness category, the Bronze Telly in the Non-Scripted Online category, and the Bronze Telly for the Editing Online category.

Silver Telly: Best in Public Interest and Awareness

American Plumber Stories received the Silver Telly Award in the Public Interest and Awareness category for our episode “Dead End Road.” This accolade honors our commitment to highlighting important societal issues through engaging storytelling and impactful content, as showcased in this episode which delves into the lives and challenges of plumbers in America.

Bronze Telly: Non-Scripted Online

The series also earned a Bronze Telly Award in the Non-Scripted category, recognizing the overall excellence and authenticity of American Plumber Stories. This award celebrates the dedication to presenting real, unscripted narratives that resonate deeply with audiences by portraying the genuine experiences of plumbers across the country.

Bronze Telly: Editing Online

Additionally, American Plumber Stories was awarded with another Bronze Telly Award in the Editing category for the episode “Royal Flush.” This recognition underscores the exceptional craftsmanship and technical skill involved in producing the docuseries, particularly in the intricate and compelling editing that brings each plumber’s story to life.

The Telly Awards honors excellence in video and television across all screens and is judged by leaders from video platforms, television, streaming networks, and production companies. This year’s winners include Adobe, Calvin Klein, ESPN, LinkedIn, Mother Jones, MTV Entertainment Studios, NASA, the LA Clippers (NBA), PlayStation Studios, Sawhorse Productions, TelevisaUnivison, and more.

Pfister Faucets, a trusted leader in the plumbing industry since 1910, produces the American Plumber Stories docuseries with the production company Sub 7, Inc. The series features the lives of plumbers throughout the US and is hosted by country music entertainer and Army veteran, Craig Morgan.

American Plumber Stories aims to promote the plumbing trade to the next generation of professionals. The show highlights the stories of plumbers around the nation including how they got started in the plumbing trade and the passion they have for their profession. These stories show how they built a career that allows them to lead financially rewarding and fulfilling lives.

With its fifth season launching in September 2024, episodes can be watched on AmericanPlumberStories.com or on the YouTube channel, where it garnered over 13 million video views since 2021.

“We hope that, with this series, we’re changing the public’s perspective on who plumbers are, how important the trade is, and that it is a viable career field.” – Spencer Brown, Pfister Faucets National Sales Director and American Plumber Stories Executive Producer

“From day one, ‘American Plumber Stories’ has been an exhilarating project. We’ve all grown alongside the series and witnessed its profound impact not just on the plumbing trade, but on people’s lives.” – Marc Womack, Owner, Sub 7, LLC

This was a record-breaking year with nearly 13,000 entries from across the globe and top video and television content producers. Winners were chosen by The Telly Awards Judging Council which includes Nathalie Van Sasse Van Ysselt, VP of Design and Creative Services, MSG Sphere Studios; Barry Christie, Global Creative Lead, Meta Creative Shop; Farihah Zaman, Director, member of Brown Girl Doc Mafia; Aiden Darné, VP, Global Studio Lead Shutterstock; Malinda Wink, Executive Director Minderoo Pictures.

The full list of the 45th Annual Telly Awards winners can be found at www.tellyawards.com/winners

About Pfister Faucets

Pfister Faucets, formerly called Price Pfister until 2010, is a brand of bathroom and lavatory faucets, shower systems, showerheads, accessories, kitchen faucets, and other plumbing fixtures. Emil Price and William Pfister founded the company in 1910. Today, the Pfister brand is owned by ASSA ABLOY Americas Residential, Inc. Visit PfisterFaucets.com for information or follow on Instagram, Facebook, LinkedIn, Twitter, Pinterest, and TikTok.

About Craig Morgan

A multi-faceted entertainer, Craig Morgan has made a name for himself as a country music icon, TV personality, author, celebrated outdoorsman, and patriotic Army veteran. One of country music’s best-loved artists, Morgan has amassed nearly 2.5 billion career streams and charted over 25 songs on Billboard, thrilling massive crowds with signature hits including “Bonfire,” “Almost Home,” “Redneck Yacht Club,” “International Harvester,” “This Ole Boy,” “Soldier,” and the multi-week No. 1, “That’s What I Love About Sunday.” In late 2023, Craig released his newest project Enlisted, a six-song collection of reimagined hits and brand-new songs featuring collaborations with Trace Adkins, Luke Combs, Jelly Roll, Gary LeVox, Blake Shelton, and Lainey Wilson.

Craig received one of country music’s highest honors when he was inducted as a member of the Grand Ole Opry. Prior to becoming a country music star and TV sensation, Morgan served seventeen years serving our country in the Army and Army Reserve and last year enlisted in the Army Reserve, continuing his military career as a Warrant Officer. Morgan remains an avid supporter of America’s military personnel and has made more than sixteen overseas trips to perform for our troops. He is a member of the U.S. Field Artillery Hall of Fame and recipient of the USO Merit Award. In 2018, he was awarded the Army’s Outstanding Civilian Service Medal, one of the highest awards the Department of the Army can bestow upon a civilian, in recognition of his significant dedication to our military men and women around the world. He remains committed to supporting active duty and veteran members of our military through work with Operation Finally Home, the USO, and more.

His emotional and inspiring memoir – God, Family, Country – is available now. In the book, Craig details all aspects of his inspiring life, revealing never-before-heard stories including the impetus behind his recent enlistment in the Army Reserve, how he worked alongside the CIA as a soldier in Panama, fought sex traffickers as an undercover agent in Thailand, forged his own path to country music stardom, and lives his life by the deepest values: God, family, country.

With the touring season in full swing, Craig has a busy global concert schedule for 2024, with over 50 including two dates in South Africa and 6 stops on his inaugural “Redneck Yacht Club Tour.” Find tickets to see Craig on tour at craigmorgan.com.