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: 135

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.

Videos

  • Add Videos
  • View All

Twitter

Latest Activity

Steven Lefler posted a status
5 hours ago
Ryan T De La Rosa is now a member of Home Energy Pros
5 hours ago
Chris Dorsi posted a blog post

My Favorite Announcement of the Year

Each year, Habitat X engages in…See More
6 hours ago
R Higgins replied to Energy Wise Solutions's discussion No Utility Homes, Are we ready to start building Homes that are not connected to traditional utilities ?
"First off, check the laws in your area.  Drought prone areas often prohibit on site collection…"
14 hours ago
R Higgins commented on Tom White's video
Thumbnail

Building Science Insights -- To Vent or Not to Vent

"Great lecture, kept thinking, but what about existing buildings.  Too little room at eaves for…"
15 hours ago
Luis Imery added a discussion to the group Job Board
Thumbnail

Hiring: Construction Manager with High Performance Custom Home Experience

POSITION DESCRIPTIONJob Title: Construction ManagerDepartment: Construction –…See More
yesterday
Profile IconLuis Imery and Quinn Korzeniecki joined Diane Chojnowski's group
Thumbnail

Job Board

This group is for posting jobs related to all aspects of the home performance industry including…See More
yesterday
Colin Genge posted an event

Retrotec is attending the NEBB Testing and Balancing (Tab) Certified Professional Review Seminar in Chicago, IL at Hilton Chicago O’Hare Airport

June 6, 2016 at 8am to June 8, 2016 at 5pm
Building owners and tenants are concerned that the environmental performance of buildings must be…See More
yesterday

© 2016   Created by Lawrence Berkeley National Laboratory.   Powered by

Badges  |  Report an Issue  |  Terms of Service