I am curious what other people have identified as the target market for energy efficiency measures. Of course this may be different with our geographic locations, but there might be an overarching trend within this industry.


What I am assuming is it would be homeowners, age 35-55, college graduates (?), both male and female, interested in things like home repair, gardening, sustainability.



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Ecoalign.com has some interesting survey data on this topic.

owns a hybrid vehicle, has solar, a young family

I think 2nd time home buyers is a desirable market as they are more cognizant of what's important to them ie; health, efficiency, saving money etc. 

I also think the younger age group is a good audience as they are more aware of their impact on our resources through education. They grasp the sustainable concept easier and have the drive to change habits and not make the choices people before them made. 

I targeted a similar age group for my window replacement business and found that it worked well. In addition, educational levels and income levels are important inclusions. Of course, the research to refine my energy efficiency target goes on.
Attached are the 1st three EcoPinion survey reports that I referenced earlier.  The initial survey was taken the 1st week of Nov-07 so some of this information may be considered a little dated.  However, at a high level, I think the bulk of the survey responses are probably still valid in context of Caroline's question.
We have tried various homeowner groups, Real Estate brokers, Mortgage Bankers and new home Contractors.  The new home Contractors has been the most successful for us even though building is way down.  They are looking for an edge over existing home sales and foreclosures.  "Comfortably retired" have been second in our volume. The vast majority of Home owners are rarely interested in energy efficiency.  Some are, if it is worked in as a remodel... Even with all the incentives for energy improvements and low estimates they still are reluctant to spend.  Occasionally we get a homeowner who is focused on one aspect or another - cleaner air, reduced utility costs, more comfort, better for the enviroment, but all in all haven't found one solid marketing direction. 
Caroline, did you get to the ACI conference in March? There was a very good session on geotargeting. You could get the ACI CD-ROM and listen to the session. The person who put on this session was consulting for a utility in the Dallas Ft.Worth area. He tells what he did and how you can do it. It's time consuming, but well worth it, if you can make the time. You could also check with your utility and ask them if they are doing anything similar. It's all very logical.
I consider my market anyone that spends more than $1500/yr on energy. I try to write different messages to get different segments to respond. I recently mailed 1000 flyers to home owners living in buildings with 2-4 units. I used "Can't Raise the Rent? Raise the Efficiency!" as a tagline. The depressed housing market is stopping owners from raising rent. However, many of the old buildings in my area are converted residences. Heat is often included in the rent because they have a single source. Weatherization redirects money from fuel purchases to the owner. I had a 1% response to mailing 1000 flyers. If HVAC work is part of the job, the new installation can make renters pay for heat.



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