Periodically news about innocent citizens getting ripped off by furnace contractors hits the headlines. Even though the vast majority of heating contractors are reputable and honest, it only takes a few dishonest ones to give the entire industry a bad rap.

How can you avoid heating contractors out to prey on customers in need of furnace repair? It's really not that difficult — with a little knowledge of what to look for.

Read Reviews While you’re online, take a moment and look up some of the company’s customer reviews. Online reviews are a great source for references, but keep in mind that they are just that — references. In some cases you should consider online reviews with a grain of salt. Although many consumers provide good advice and information, some opinions may be quite subjective or inaccurate. View as much online review information as you can and then call the company for a quote.

Obtain Estimates & Coupons Of course the issue with getting estimates for repairs is a) your furnace may not be functioning when it’s freezing outside, and b) you typically need to pay a diagnostic fee for each company. This is the nature of home repair, but it doesn’t always have to cost a fortune just to get repair estimates. Take a few minutes to explore the web sites of those heating contractors from whom you would like to get quotes. Look for current repair coupons and offers. Some contractors offer discounts and, in some cases, a free diagnostic service at certain times of the year.

Demand NATE-certified Technicians When you call to schedule your appointment, request a NATE-certified technician. NATE certification is the key to quality workmanship. NATE certification doesn’t mean every repair will be simple or inexpensive, but it does mean that you will very likely have a qualified technician with the professional experience and training to diagnose, estimate and make the repairs needed more quickly and efficiently. And that simply means your home will be warm and comfortable quicker.

There is a high value to high qualification. Don’t be afraid to pay for quality, which includes proper licensing, high ethical standards of excellence, customer discounts and NATE-certification. Be wary of bait-and-switch tactics, and go with the company that makes you feel most comfortable. For more information on choosing a reputable heating and air conditioning contractor, a good resource is www.ServiceExperts.com/SamsBlog .

Consider A New Furnace When you get a quote for repairs to your existing furnace and find it will run in the $1000+ range, consider replacing it with a new unit regardless of the age of the existing furnace. This may seem counter-intuitive because you wouldn't consider replacing a car just because it needs $1000 in repairs. But what you may not know is that right now it's possible to get a brand new energy-saving furnace for 50%, 60%, 70% off... even 100% free depending on the location of your home.

How? By combining concurrently available national and local rebates, credits and discounts, certain national heating companies can provide new, EnergyStar® rated furnaces at steep discounts until March 31, 2010, when some of the discounts will end. Service Experts, the largest national heating and air conditioning service company, says they can now provide furnaces at a near net zero cost to some consumers, depending on the location of the home and the type of furnace needed. The caveat? Depending on the area, the customer may need to purchase an air conditioner at the same time to ensure the correct sizing, air flow and proper operation of the entire HVAC system.

However, the savings from this winter's energy bills could help offset the new furnace cost, and quotes for new furnaces are free from Service Experts. When the winter deals end this year, many consumers who missed out might be kicking themselves for not taking advantage of the historic opportuntiy.

Furnace repairs are never welcome, but working with heating contractors isn't a pain with just a little know-how. Simply check licensing, reviews, coupons and NATE certification. Then ask for a furnace replacement quote including all local and national rebates and discounts. You'll have all the information you need to make the most informed decision for your home, your heating bills, and your family.