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: 508

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!


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:


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



  • Add Videos
  • View All


Latest Activity

Home Energy Magazine posted a blog post
15 hours ago
Noah Ray Sanders replied to Steve Mann's discussion TEC Blower Door Frame in the group Energy Auditing Equipment for Sale, Trade or to Purchase
"If so please contact me 8329717862 or email noahraysanders@hotmail.com"
19 hours ago
Noah Ray Sanders replied to Steve Mann's discussion TEC Blower Door Frame in the group Energy Auditing Equipment for Sale, Trade or to Purchase
"Do you still have the frame?"
19 hours ago
Noah Ray Sanders replied to Joe Urycki's discussion TEC blower door and UEI combustion analyzer for sale in the group Energy Auditing Equipment for Sale, Trade or to Purchase
"Do you still have equip?"
19 hours ago
Noah Ray Sanders joined allen p tanner's group

Energy Auditing Equipment for Sale, Trade or to Purchase

Discuss the pros and cons of the equipment you are interested in prior to purchase. Post equipment…See More
19 hours ago
Tom White's video was featured

Retrofitting Vintage Home for Energy Efficiency

A presentation by Greg Labbé in April 2014 on retrofitting vintage home for energy efficiency. He talked about basic building science, brick houses, movement of heat energy and moisture in and out of the house, air barrier and water barrier, house…
23 hours ago
Sam Goode is now a member of Home Energy Pros
Tina Gleisner commented on Tom White's video

How to Insulate a Tiny House (or a Big Fat House)

"Really like how Corbett tells his story in a simple manner that homeowners should be able to…"

© 2016   Created by Lawrence Berkeley National Laboratory.   Powered by

Badges  |  Report an Issue  |  Terms of Service