While there hasn’t been much clean energy finance marketing done directly to contractors, those that have likely put the most money into it are these guys, https://www.gogecapital.com/en/consumer-credit-financing/business/index.html and I think the messaging here is pretty good.
So what would a contractor-centric EE finance marketing push look like? In my mind, it’s a two step process:
- First you have to entice the contractors to use your financing product, which is the first “pitch”
- Then you have to enable them to sell to customers, that’s the second pitch.
In other words, when it comes to contractors, it’s like catching a fish, then teaching the fish how to fish. In other words, you’ve got to offer something to the contractors that gets them to act, then enable them to get the customer to act.
It seems the best in marketing these days are taking a social norming approach to driving behavior where appropriate.
The way you would do this with contractors is with case studies and examples of how some contractors are selling more and larger projects, as a result of utilizing financing. Make the non-participants feel like they are missing out- “why would you leave money on the table?” is one common question you want your advertising to get at— people hate leaving money on the table.
Then from there- once you have the contractor “hooked”- you work is to enable them to sell EE and EE financing for you. What I’ve learned from having been engaged on this side of things for quite some time is the more time you can devote to enabling each contractor to sell, the better your results will be. Give me 20 contractors with a polished sales pitch and process to introduce financing over 100 contractors who. The graphic below illustrates nicely how 20 contractors doing just one loan funded project a week can spur over $15million in EE investment annually. Not bad.
|20 Contractors||Each initiate 1 loan per week||Times avg loan size of $7,500||Loan Volume per Month||Loan Volume Annually|
It’s all about engagement. Engaging contractors and enabling them to engage the customers, ultimately to make our built environment more efficient. Financing is a tool to help you accomplish this, and a worthy lens to view this process through.
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