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: 422

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

Richard Wells commented on Diane Chojnowski's group Facebook Pages
"Three thousand home energy efficiency audits, and nearly a thousand retrofits in four short…"
1 hour ago
Richard Wells joined Diane Chojnowski's group
Thumbnail

Facebook Pages

Does your company or organization have a Facebook Page?This group is for pros who have facebook…See More
1 hour ago
David Baerg replied to Blake Shurtz's discussion Air sealing wood-burning fireplace from the crawlspace below
"Hi Blake, Do you mean around the underside of the hearth?  Are you trying to seal between the…"
2 hours ago
Tom White's video was featured

Rebirth Realty: Restoring Detroit properties for Venture for America Fellows

Its been a long, cold winter, but we've made significant progress in the restoration of 760 Virginia Park. Join Tim Dingman on a walkthrough to see what we've done.
3 hours ago
Kim Tanner added a discussion to the group Multifamily Buildings
Thumbnail

Blower Door Applications Guide

TEC and Camroden Associates have released their big building testing manual, Blower Door…See More
3 hours ago
Profile Iconmichael coleman, Dan Liska and Rob Moreno joined Home Energy Pros
4 hours ago
Christopher Morin's blog post was featured

5 Things New Energy Efficiency HVAC Contractors Need to Know

1. Do not sell on Price! Use 'Simple Payback'The price of High-efficient equipment will undoubtedly…See More
20 hours ago
Jim Gunshinan's blog post was featured
20 hours ago
Jim Gunshinan posted a blog post
23 hours ago
Kim Tanner commented on Diane Chojnowski's group Home Energy Pros on Twitter
"Follow The Energy Conservatory on Twitter! We'll follow…"
yesterday
Kim Tanner joined Diane Chojnowski's group
Thumbnail

Home Energy Pros on Twitter

We've created a twitter list of members of Home Energy Pros who tweet!See More
yesterday
Bud Poll replied to Kaushal Bharath Raju's discussion Affordability & Deep Energy Upgrade/Passive House Retrofit in Berkeley, California.
"Hi Kaushal, First step is to understand where you are in terms of energy costs.  If current…"
yesterday

© 2014   Created by Lawrence Berkeley National Laboratory.

Badges  |  Report an Issue  |  Terms of Service