1. Marketing Strategies to Build Your Home-Performance Business A Community-Based Social Marketing Approach CCSE Clean-Energy Conference September 16, 2010

2. Topics Background Research Cumulative Research Findings Target Audience Barriers and Benefits Communication Recommendations

3. Research Literature Review Market research and industry literature Focus Groups with Homeowners Statewide 6 groups across diverse regions Interviews with Industry Leaders Program designers, administrators, and contractors Statewide RDD Telephone Survey 200 homeowners

4. Target Audiences Homeowners who have completed an EE project in the past 36% completed project in past and wanted to do more People who are already engaged Home buyers Focus on long-term or permanent residence

5. Barriers Cost Project Complexity Inconvenience Lack of Flexibility Knowledge and Awareness Economy/Housing Market Contractor Concerns

6. Benefits & Motivations ROI is more than dollars and cents Social, economic, physical, and symbolic returns Tipping Points Comfort, high utility bills, and health concerns are often reasons for contacting a program or contractor

7. Communication Communication Frequency Homeowners need time Multiple follow-ups needed Be reliable Communicator Credibility is key Utilities and Municipalities Existing contractor relationships Social networks

8. Recommendations # 1: Utilize a “foot-in-the-door” approach. Target people who are already doing something It’s not everyone, but still a sizeable market Opportunities to leverage: HVAC Tune-Ups Existing Relationships Home Shows

9. Recommendations # 2: Address the cost barrier. Strive to reduce Total project costs Out-of-pocket costs Up-front costs Homeowners are reluctant to incur additional debt

10. Recommendations # 3: Highlight motivations for action. Highlight other returns-on-investment Hedonistic consequences: Improved appearance Improved functionality Community perceptions Regulated temperature Indoor air quality Less dust and noise

11. Recommendations # 4: Use appropriate channels. Support an elaborated decision-making process It takes time Homeowners want to be consulted, not sold On-demand when people are receptive Self-paced materials (e.g., web) In-person communications Vivid demonstrations – house as a system Personalized data Emphasize losses over gains