Create Demand For Energy Efficient Windows: Home Score Survey Insights

Market research is like reading a great mystery book you can’t put it down.  That’s because behind the headlines and the carefully chosen words lies the transcripts and data.  That information holds the keys to the direction of the marketplace. Thus was my recent experience while researching the Department of Energy’s (DOE) pilot program, Home Energy Score (HES).   Of immediate interest is the customer research that uncovers real opportunities for window and door dealers, installers and manufacturers to create demand.

According to homeowners’ surveyed, the number one reason they gave for making improvements, by a wide margin, was to save money.  If it could be shown that they save money by replacing old windows, doors and other home building products that would make the decision for them. And by the way, your word on that won’t be enough, according to the survey, they mistrust information coming from a sales person, contractor, or manufacturer.

When asked what would motivate them to make the investment in saving money, they want the following evidence:

• Clear easy to follow information about the cost benefits.
• Testimonials and recommendations from friends, family and associates.
• Information from trusted professionals, 3rd party, utility or government source.

They did not want to finance their home improvements in this depressed housing market because of the difficulty getting home equity loans.

Put these clues together, 1) save money, 2) clear easy and trusted information, and 3) simple and affordable financing and you can create demand for energy efficient windows.

• Create marketing materials and selling guides that include statistical data and information from trusted sources.
• Create a “home improvement bundle” to be installed by your contractors.
• Pre-arrange short-term bank financing.
• Include the cost of a 3rd party auditor in the financing package to assure the work was done properly.

Anyone who owns a home is keenly aware of the rising costs of utilities.  Couple that with the reality that they may be living in their home much longer due to the slow housing market.  It’s the perfect time to sell energy efficient replacement windows and doors.  Create a marketing message about your “home improvement bundles”, give your salespeople energy savings data, arrange financing and create some spring sales. For more information about The Home Energy Score Program is available at www.wddalliance.org or www1.eere.energy.gov/buildings/homeenergyscore/. The survey, Motivations For Home Energy Improvements, can be found in the links.

Sharon Aby
Beyond Ideas