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Key opportunities for selling energy efficiency

Energy efficiency upgrades are a welcome benefit to many homeowners looking to reduce their expensive bills, but that doesn’t mean it’s any easier to sell for installers. The UK Energy Research Centre has found that Green Deal providers are struggling to sell energy efficiency measures as a viable solution to the domestic life worries.

The research debunks the theory that it’s upfront costs and lack of trust in the industry which has been putting people off all these years. Instead, they pin the blame on homeowners prioritising other life matters ahead of their home’s energy efficiency.

In fact, it was found that energy efficiency was rarely a motivating factor in homeowners renovating their property.

It has been discovered that homeowners are more open to the proposition of energy efficiency when they’re renovating a particular room in their property, such as the kitchen or bathroom. Many others are simply triggered into making improvements after an event such as the boiler faulting or a window needing to be replaced.

Of course, for those interested in saving money on their bills, the Green Deal remains an attractive option. For homeowners looking to spend £5,000 and more on efficiency upgrades, they’re twice as likely to take up the Government’s Green Deal.

The good news for energy efficiency businesses is that the Green Deal’s introduction has broadened the horizons for homeowners around Britain. People are now more likely to consider using the scheme to sure up their home’s efficiency when taking on a room renovation.

The research found that once people have made a clear decision to renovate their home “a clear and attractive value proposition from service providers is essential”. They define this as a bundle of product and service attributes, key among which are:

  • Costs and how to pay
  • Trustworthiness and reliability
  • Hassle and disruption to normal life
  • Finding out information to support making a decision
  • Warranties

Researchers say, “In a nutshell, homeowners place particular importance on managing costs, on having a reliable contractor and a hassle-free renovation process.”

 

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Tom Crosswell

I have been managing online projects since 1999 and I'm a experienced marketeer, who is well versed in international brand management, online business strategy and developing long term relationships. Through my academic and professional background I am a specialist in generating online loyalty towards brands. My experience has taught me that ultimately business is about relationships and people. For more information see my Google+ page.

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