The Home Performance Infographic: When in the Sales Cycle to Use the Concept

(Cross posted from the http://www.energycircle.com/pro/bloghttp://www.energycircle.com/pro/blog.)


As our burgeoning industry gradually defines itself, the continuing discussion about the importance of language rages on. Big name communications consultants have told us that terms like energy efficiency are "cold, heartless and unemotional." The smart folks at Lawrence Berkeley Labs who wrote the excellent Driving Demand study say that "retrofit" is a loser.


There seems to be a correlation between the terms we on the inside use most often and the frequency of their condemnation. And nothing is more controversial than the very term that most of us use to name our entire industry category: Home Performance. (I wrote previously about how the major firms in the industry were abandoning the conceptaltogether.)


We all use Home Performance regularly in our day to day language, our business communications and, in some cases, in how we name our companies. Yet we also acknowledge that homeowners--uh, the people writing the checks--don't have a clue what we're talking about.


One of these days I'm going to get around to writing about segmentation, and messaging by audience type, and why we need to stop these meat axe declarations about certain terminology. But, for now, here's my take on where the term "home performance" fits within the sales and customer consideration cycle. I hope the infographic speaks for itself.


Let me know what you think in the comments.


Views: 76

Comment

You need to be a member of Home Energy Pros to add comments!

Join Home Energy Pros

Comment by Glen Gallo on November 5, 2010 at 8:51am
Peter,

Great Job.

I have been toying with the CI as marketing tool or Comfort Improvement to play off the industry accepted commercial Real Estate TI or Tenant Improvement term.
Comment by Peter Troast on November 4, 2010 at 8:34am
Good comments. Thanks Carol and Tim.

Tim--obviously, every customer interaction needs to be tailored to that particular situation. The advantage of the home performance concept is that it's broader than just energy and may capture that customer whose trigger is comfort or health.

You've inspired me though--next infographic we'll tackle will be one that could be used across the kitchen table to get the HP explanation down from 3 minutes!
Comment by Carol A. Markell on November 4, 2010 at 7:23am
I've always felt that respect for the person who writes the check comes first. That is a hard concept to swallow when the business owner needs or wants a quick close. When a conversation starts, asking questions, listening to responses, willingness to educate, ask more questions, more education, this all takes time, but like good home performance, laying the foundation properly will help to get the job and create the loyalty.
Comment by Tim Jones on November 4, 2010 at 3:49am
Agreed! When we use the term "home performance" without a 3 minute explanation, expect a deer in the headlights look. We've begun using "home energy improvement" with a 30 second explanation and most folks get it... eventually.

We are constantly looking for ways to improve communications with our clients; we can already communicate with our colleagues.

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

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…"
1 hour ago
Michael Dunseith posted a status
"BPI Infiltration and Duct leakage (IDL) Certified"
6 hours ago
Jeremy Begley posted a blog post
9 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
9 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…"
12 hours ago
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…"
12 hours ago
Marie Fuentes is now a member of Home Energy Pros
12 hours ago
peter chang replied to peter chang's discussion Programmable tstat for electric baseboard?
"Good plan, thanks. That looks pretty much like how I used to program mine (when I had one). Maybe…"
13 hours ago

© 2014   Created by Lawrence Berkeley National Laboratory.

Badges  |  Report an Issue  |  Terms of Service