A client recently asked me for some examples of good outreach to energy efficiency contractors. After much thought, I realized I was at a bit of a loss. There is a LOT of advertising about energy efficiency programs to consumers, but very little actually reaches out directly to contractors. This is all wrong.
First off, this article is looking at the issue from a financing point of view. Our industry spends large sums of money making homeowners aware that they are wasting money, or being uncomfortable in their home , with the end goal of spurring homeowners to take action and make their homes more efficient. There are some assumptions here I am making.
- Contractor-to-customer outreach and advertising is more effective than direct-to-customer outreach and advertising
- Financing helps contractors sell bigger jobs than is otherwise possible.
- Contractors often choose established and easy-to-use finance options like GE’s and the Wells Fargo home improvement credit cards instead of utility or state-based financing program offerings.
But where is the contractor-centric marketing?
Most utility, state or non-profits programs seem to spend very little of their marketing dollars on direct outreach to contractors. Yet they should…
Stay tuned for next week when we dive into the benefits of contractor-centric marketing for your EE program deliveries.
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