I saw a poll on this very topic. It said most consumers don't care about green, the environment or energy efficiency. All they truly care about is money. I think the best way to market energy efficiency is to mention how it will reduce your costs.
Silas Inman said:I saw a poll on this very topic. It said most consumers don't care about green, the environment or energy efficiency. All they truly care about is money. I think the best way to market energy efficiency is to mention how it will reduce your costs.
Reducing costs, while important, are only a small part of the home performance business. If you aren't selling comfort and air quality in your presentation, you are missing the hot button on over half of your prospect base.
Countless times, I have encountered homeowners that have great energy bills, but they have humidity problems, unbalanced air distribution, or major air leakage from areas in the home that shouldn't be leaking.
Anyone who tells you otherwise is a rank amateur.
I think you hit the nail on the head Jon. You need to create value, whether it is in the form of comfort or money. There are many customers who are financially stable and could care less about the money aspect, for these customers I would advertise the comfort issue. That is the best thing about marketing. What works on one person does not always work on another. It is all about demographics and who you are aiming for.Here in the suburbs of Atlanta, there is not a large outcry for energy efficiency. (Unless they do get that $400 gas bill in the winter.) That is why I focus on solving the homeowners comfort issues. I tell them if we can solve their comfort issues, it will also lower their utility bills.
When I interview the homeowner, I find out what their biggest concerns are and focus on those things when I perform an audit. I lead the homeowner around the house and involve them in the process so there is a connection with the findings and the home. This creates a tangible value they can identify with (especially at quote time). Then remind them that the improvements are permanent and they don't go away.
Remember, you are trying to create value for the customer. The payoff is a home that is more comfortable, healthier, durable, and less expensive to live in. The bonus is that the improvements will pay for themselves in a relatively short period of time.
Thanks for sharing. You are right. It was worth a read.
I've kept up with the EcoAlign market surveys over the years and from gleaning these reports, a profile of the typical customer has come into focus for me. Basically, it's the same person I see in the mirror every morning. Over 50, still remembers the gas lines in the 70s, created Earth Day, is worried about having enough money for retirement, is suspicious about all the green claims, the kids have finished collge, are at their peak earnings capacity and so have sufficient discretionary income to invest in energy efficiency. If it's a couple, tends to be female.
Having said that, however, there is still a disconnect between this group's stated intentions and their actual behavior. They want to do the right thing, they are just not sure what is the right thing. Energy efficiency claims are just that, claims. Experience has taught this group that it is better to see a sermon than it is to hear one. I think this is why what their neighbors are doing can be so influential.