If your non metal ductwork is that dirty you should just have it replaced AND sealed. Also most duct systems are not very well designed. Look for proper sizing and do not go cheap with one or two intakes (return grills) You need them through-out the house. Here in Austin the duct cleaners are carpet cleaners and chimney swifts. (this is who the duct cleaning equipment mfgs call on when the hvac people do not get on board. They DO clean other types of ductwork and we (the hvac guys) have to fix them. I am not aware of any of these non hvac guys cleaning and servicing the actual equipment. Here in Texas it is against the law for them to do so. Treat the entire house as a system, not just the ductwork and /or hvac equipment. Home performance really does work to increase comfort and air quality while reducing operating costs.
I agree that good filtration and a sealed system will prevent the need for duct cleaning. However, when we do get called it is because the duct work has reached a noticeable state of restriction or dust or the homeowner is hyper-sensitive to these pollutants in their home. Most of the time we find that no filter or a cheap (99 cent) filter is being used or they have serious duct leaks in the system. If you are hiring a cleaner make sure they are using professional cleaning equipment which will consist of a rotating brush system and a vacuum source. Be highly skeptical of the contractor with no branded system or the guy who shows up with just chimney brushes and a shop vac. He will not be able to reach around all the corners or all the runs in your system and he will be taking your money for a superficial cleaning at best. Only trust a company that offers VIDEO inspection and more importantly.... a contractor who repairs, installs and seals ducts if a problem is discovered or heaven forbid, created. Good luck and get your ducts sealed if you do have a leak! It is one of the greatest energy losses to a home other than being poorly insulated.
I have worked cleaning HVAC in my area for almost 5 years. I always do a thorough inspection and cleaning, providing before and after photos. I have completed some jobs where I felt that it was not entirely necessary, but ultimately what the customer wanted. With that being said, I have endless photos of unspeakable horrors. Hotels are usually nasty, post construction mess is certain, pets and kids create lots off debris, bugs congregate and die, then spiders set up and die, I have even had one supply that was nearly plugged with sand!
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I call to follow up at the end of the next day and she said that she has not been able to get in touch with the owner.  By this time, I am starting to get frustrated because I am starting to get the run around.  I question her if I am even on the schedule or if they attempted to schedule a crane.  She says they are extremely busy and that she does not know.  So I say, basically I have waited over 2 weeks and you have not put me on the schedule and I am at the end of the install line.  No answer.  I tell her to talk to her boss and find out what is happening, and I will think about what direction I want to move in at this point.  
To find companies that provide duct cleaning services, check your Yellow Pages under "duct cleaning" or contact the National Air Duct Cleaners Association (NADCA) at the address and phone number in the information section located at the end of this guidance. Do not assume that all duct cleaning service providers are equally knowledgeable and responsible. Talk to at least three different service providers and get written estimates before deciding whether to have your ducts cleaned. When the service providers come to your home, ask them to show you the contamination that would justify having your ducts cleaned.
When central air conditioning service fails during a heat spell, you may have to wait days for an HVAC repair technician or an ac contractor to show up, and you'll probably pay at least several hundred for the repair. But if you're comfortable working around electricity and are willing to spend about $50 on parts, you can probably repair your air conditioning service yourself in about two hours and save about $225 on parts markup and labor.
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