Around 65 million homes in the USA could benefit from comprehensive upgrades to save energy. Serving these homes can decrease emissions, create jobs, stimulate local economies, and improve the health of indoor environments. However, marketing upgrades has proven difficult; households typically do not understand energy saving opportunities, are hesitant to take on financing to realize small net energy savings, and distrust programs and contractors.
Faced with these challenges, many upgrade program administrators have experimented with marketing upgrades via different community networks, such as neighborhood associations, churches, civil society organizations, common employers, or informal acquaintances. In his Masters thesis, Brendan McEwen (MCP 2012) explores the community based outreach strategies that can realize greater participation in upgrade programs. Brendan’s research suggests that hosting meetings that bring together a group of recruits, past participants, upgrade contractors, and program personnel, is an effective marketing mechanism, capable of providing a rich introduction to the concept of upgrades and fostering a sort of “peer pressure” to sign on for a home energy assessment. Brendan suggests program administrators should tap many different community networks, to recruit households into such meetings. More strategies and lessons from the field can be found in Brendan’s thesis.
Increasing energy efficiency is a popular notion. It garners support from environmentalists to economists to every person who pays a utility bill. But when it comes to retrofits, more homeowners are benefiting from energy efficiency than renters. Patrick Coleman (MCP 2011) thinks this a problem worth looking into.
To do this, Patrick analyzed local city ordinances that aim to enhance the energy efficiency of rental properties in California, Wisconsin, Vermont, and Texas. He found that the barriers to energy efficiency improvements are significant, but the potential in rental housing looms large. The lack of information, fragmentation of housing and energy markets, and misaligned incentives, however, challenge retrofits. Also, the diversity of property owners, from individuals to multinational corporations, presents policymakers and program administrators with varied motivations and interests and makes coordination of resources extremely difficult.
Despite this, Coleman found that well-designed ordinances can 1) establish a minimum standard of energy efficiency in rental properties, 2) enable energy efficiency program administrators to focus their attention beyond basic measures to deeper retrofits, and 3) facilitate the valuation of energy efficiency in housing markets.
Coleman recommends partnerships between local governments, community-based organizations, and utility companies to motivate better energy efficiency in rental units. You can read more by checking out Patrick’s thesis.