I own a small home performance business in Wisconsin. We have been fortunate to keep booked over the last 3 years by tapping into large contracts. As a result we have not had to spend much time on marketing or money on advertising. At the end of this year our current contract will expire and we will need to begin advertising to bring in leads and keep the schedule full.

I'm in the process of developing a marketing plan which includes identification of market segments and demographic, psychographic, and media consumption habits for each segment. This information should prove vital in shaping our advertising messages and selecting the right advertising to reach each market segment.

Unfortunately, I'm having a hard time finding hard market research data that defines HP market segments in any useful level of detail. Obviously markets will segment differently in different areas of the country but it would still be useful to read about HP demographics research in other parts of the country. Are you aware of any good HP segmentation studies, research or articles that you can post a link to?

Views: 438

Reply to This

Replies to This Discussion

A while back I read an article that presented statistics on percent of HP consumers who identified themselves by political affiliation and religion. It was quite interesting but now I can't find the article. Has anyone else read it? Can you help me find it again?

Thanks.  It's not the study I was thinking of but it's still a great resource.

Hello Dmitri,

I am uploading some files for your review, these research papers give you a broad perspective on Consumer Behavior as regards to Energy Efficiency; hope it helps!

I work in Marketing & Sales of RE projects; if you need any assistance please reach out to me on Bijou.Lulla@yoursolarsalesman.com

Good luck!

Attachments:

I have to market to my own data base.   One hot spot is LP gas prices -- its just under $5 gal.  running adds in papers is a waste of cash $780 lead call.  I have some luck with web pages, $34 lead call.  Yellow pages hits on $350 a lead yr around.  

Thanks Eric for sharing your lead strategies; which web pages do you generally use for lead gen, what budget do you allocate every month for lead gen and what is the conversion ratio that you achieve.  

Am setting up a lead gen site myself and am curious to understand how SMB's like yourself invest in leads.

Thank-you and have a wonderful day!

I spend $500 mo just on WEB things.   2% of gross total for just keeping the same  if you need to grow then up to 8% of gross,  Some feel if not 15% growth rate then will die.  Pay for click works but can spend $100 day easy.   Pay for click need a watch dog  so to match need to want and take out extra non paying calls, if not its all gone very quickly.   

You might want to contact Nate Adams, ESHP Ohio.  He has a marketing strategy that provides a steady stream of leads he converts to $750 comprehensive assessment/tailored workscope/detailed specification clients.  

Projects from this approach tend to be in the $10-$30k range. 

Hi Dimitri, the Greater Cincinnati Energy Alliance invested in a Market Study conducted by the American Council for an Energy-Efficient Economy and the University of Cincinnati Economics Center to highlight the projected impact of the Energy Alliance’s programs in the Greater Cincinnati region (including Northern Kentucky), which might have some good information.

The full report:

http://greatercea.org/wp-content/uploads/GCEA_Energy_Efficiency_Mar...

It's great to look through the other replies here too - good stuff.

RSS

Home Energy Pros

Home Energy Pros was founded by the developers of Home Energy Saver Pro (sponsored by the U.S. Department of Energy,) and brought to you in partnership with Home Energy magazine.

Latest Activity

jerry gentile replied to Chad Mcaulife's discussion BPI QCI Cert.
"you are spot on my friend-- during the exam I said this is ridiculous--- I have bpi certs for…"
1 hour ago
Eric Kjelshus commented on Jeremy Begley's blog post The Home Envelope : Does it Really Matter in a Heat Loss Caculation
"IT all matters,  I lot of sealing,  A lot of air barrier.  A lot of "R" A…"
13 hours ago
Michael Dunseith posted a status
"BPI Infiltration and Duct leakage (IDL) Certified"
18 hours ago
Jeremy Begley posted a blog post
22 hours ago
Kim Burnett joined Sean Lintow Sr's group
Thumbnail

Best Practices (Residential)

Best Building, Retrofitting, or even Auditing Practices - what are they, what should change, what…See More
22 hours ago
Kent Mitchell commented on Adam Swain's blog post Top Worst Crawl Space Insulation Ideas
"Hi Adam - It sounds like you may be referring to enclosed crawlspaces - Here in the NW we've…"
yesterday
peter chang replied to Damien Greenfield's discussion Is there is cost saving for you in having a tankless water heater?
"I think it is quite possible the greatest savings will be realized by the lowest volume users. I…"
yesterday
Marie Fuentes is now a member of Home Energy Pros
yesterday

© 2014   Created by Lawrence Berkeley National Laboratory.

Badges  |  Report an Issue  |  Terms of Service