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Working Together: How Utility Programs & Trade Allies Can Maximize Demand and Lead Generation
Peter Troast, Founder & CEO
Building Science Conference & Expo
Bowling Green, KY. March 20, 2019
3/20/19
Founder/CEO of Energy Circle
Linked In: Peter Troast
Twitter: @EnergyCircle
Facebook: Energy Circle
Volunteer/Pro Bono
Building Performance AssociationBoard Member
Webinar Series
2X/month; BPI & NATE CEU’s
2
3/20/19
350+ Building Performance Contracting Businesses HVAC, Home Performance, Solar, Insulation, Builders/Remodelers
50 States & Canada
8.2 Million Web Visitors
Thousands of Leads
64,000 Tracked Search Terms in HVAC & HP
$12 million in Google Adwords in HP, HVAC, Insulation
Lots and lots of experiments
$1+ billion in Building Retrofit Work
3
The Energy Circle Sandbox
3/20/19
PG&E Home Upgrade California
Contractor Training
Focus on Energy Wisconsin Lead Generation
Efficiency Vermont Lead Generation
Contractor Training
Search Engine Optimization
4
Program Experience & Perspective
Renew Financial (PACE, California)
Lead Generation
Contractor Outreach
DOE Home Performance with Energy Star
Contractor Training
National Energy Improvement Fund
Contractor Recruitment
3/20/19
DEMAND CHALLENGES OF WHOLE HOUSE HOME PERFORMANCE
PLAYING YOUR POSITION: THE ROLES OF PROGRAMS & CONTRACTORS
2019 CONTRACTOR MARKETING LANDSCAPE
SPECIFIC TACTICS & RECOMMENDATIONS
5
What We’ll Discuss
1
2
3
4
THE WHOLE HOUSE HOME PERFORMANCE DEMAND GENERATION CHALLENGE
3/20/19 7
Learning from Google Search
3/20/19
Google Trends shows how often a particular search-term is entered
relative to the total search-volume across a region.
8
3/20/19 9
3/20/19 10
3/20/19 11
Home Performance/Audit in Context
3/20/19 16
“skate to where the puck is going to be”
HOW HOMEOWNERS BUY HOME PERFORMANCE
3/20/19 18
Fundamentals of HP Marketing & Sales
EGIA/BPI
WHOLE HOUSE SOLUTIONS
AC RepairSpray Foam Asthma Rebate
CrawlspaceNew Furnace
Climate Change Heat Pump
Sick Child
MoldCold Room
Energy Cost
Fujitsu Dust
3/20/19
Conversion from Single Interest
to
Whole House Perspective
is
Critical
19
Home Performance’s Key Success Factor
3/20/19 20
HVAC
Furnace Repair
Heat Pump
Furnace Install
AC Replace
AC Service
3/20/19 21
Whole House Solutions
Health
Cold Room
TVA Rebates
Energy Cost
Climate Change
Furnace Repair
Solar
Heat Pump
IAQ
EfficiencyFurnace Install
Energy Audit
Attic Insulation
AC Replace
Spray Foam
Mold Fear
AC Service
Geothermal
Trigger
Lead
Captur
e
3/20/19 22
“Gateway” Concept
the Home Performance journey begins with a single measure lead
3/20/19
Homeowner concerns start with a single trigger.
Successful projects pivot the homeowner mindset to system
thinking & high impact, whole house jobs.
23
Gateway Concept
3/20/19 24
Good Gateways, Challenging Ones
Good
Crawlspace Repair
Discomfort
Home Electrification
Net Zero
Spray Foam
Improving?
Healthy Home
IAQ
Mini-Splits (Ductless)
Smart Home
HVAC Service
Difficult
Windows
Solar
HVAC Repair
initial triggers that are more easily converted to comprehensive jobs
Data Sources:Search Volume (proxy for interest level) Website Conversion Rates (Visit to Lead) Customer Acquisition Cost (Client Provided) Average Job Size (Client Provided)
3/20/19 25
Core Premise of Performance Contracting
1. Most Leads are Single Measure
2. You are Selling Something Different
3. Experience Has to Be Better Right
From Start
MARKETING FROM THE CONTRACTOR’S
PERSPECTIVE
3/20/19 27
Typical Contractor Lead Math
REQUIRES 556 LEADS
Revenue Goal: $750,000
Average Ticket: $4,500
# of Jobs: 168
Close Rate: 30%
3/20/19 28
Typical Contractor Lead Math
NEED 556 LEADS
Revenue Goal: $750,000
Average Ticket: $4,500
# of Jobs: 168
Close Rate: 30%
Marketing Budget @ 7%: $52,500
Cost Per Acquisition: $313
Cost Per Lead: $94
3/20/19 29
Conversion Rates Drive Lead Cost
Lead
Appointment
Quote
Closed Job
3/20/19 30
Conversion Rates Drive Lead Cost
Lead
Appointment
Quote
Closed Job
50%
80%
75%
30%
3/20/19 31
Why Lead Quality is So Critical
Lead
Appointment
Quote
Closed Job
50%
80%
75%
30%
20%
80%
75%
12%
3/20/19 32
Full Lead Economics (LSA Example)
$28 for a lead (HVAC typical cost)
20% reachable/qualified for appointment
Real cost/lead: $140
Qualified to Quote: 75%
Close Rate on Quotes: 33%
Full Acquisition Cost/job: $563
Minimum Job Size at 7% CAC: $8,043
3/20/19 33
Typical Contractor Marketing Options
Cost Per Lead: $25 $120 $28
Lead to Appointment 15% 85% 20%
Cost Per Appointment $166 $141 $140
Appointment to Quote 50% 75% 75%
Cost Per Quote 332 188 186
Quote to Close 30% 60% 33%
Cost Per Acquisition $1,106 $313 $563
3/20/19 34
Typical 2018 Marketing Mix
1%
15%
4%
3%
10%
3%
8%
8% 8%
3%
7%
3%
16%
12%Organic SearchPaid SearchDirect MailPaid SocialPrint AdsReferring TrafficOnline DirectoriesEmailHome ShowsCommunityOrganic SocialPast CustomersReferral ProgramPurchased Leads
PLAYING YOUR POSITION: HOW PROGRAMS &
CONTRACTORS CAN BE MOST EFFECTIVE
3/20/19 36
Home Performance Buying Cycle
Awareness
Decision
Evaluation
Interest
Purchase
3/20/19 37
Home Performance Buying Cycle
Awareness
Decision Evaluation
Interest
Purchase
Top
Bottom
Middle
3/20/19 38
Home Performance Buying Cycle
Awareness
Decision Evaluation
Interest
Purchase
Top
Bottom
Middle
$$$$$$
$$$
$
3/20/19 39
Home Performance Buying Cycle
Awareness
Decision Evaluation
Interest
Purchase
Top
Bottom
Middle
Program
Contractor
3/20/19 40
Program’s Role in the Buying Cycle
Awareness
Decision
Evaluation
Interest
Purchase
energyright Program Whole House Approach Building Envelope Efficient Equipment
Elite Contractors Contractor Reviews Third Party Evaluation
3/20/19 41
The Role of Various Tactics
Awareness Ripening Closing
3/20/19 42
The Role of Various Tactics
Awareness Ripening Closing
Adwords
Print Ads
CommunityRadio
Banner Ads
Organic & SEO
Social Media
Direct Mail
Retargeting
Reviews
Referrals
PR
3/20/19 43
The Concept of Integrated Marketing
Awareness Ripening Closing
Adwords
Directory
Contractor Facebook
Reviews
Radio
Program Facebook
Reviews
IDEAS & RECOMMENDATIONS FOR PROGRAM/CONTRACTOR
MARKETING
CONTRACTOR DIRECTORY BEST PRACTICES
(A Program’s Highest Contribution?)
3/20/19 46
Google Loves Directories
3/20/19 47
The “Uberization” of Home Services
3/20/19 51
The Program to Job Journey
Program Website Visit
Directory Search
Link to Contractor
Lead
Appointment/Quote
Closed Job
25%
25%
20%
25%
50%
3/20/19 52
The Program to Job Journey
Program Website Visit
Directory Search
Link to Contractor
Lead
Appointment/Quote
Closed Job
25%
25%
20%
25%
50%
.16%
640 visits
1 job
BROADCAST AWARENESS ADVERTISING
(environmental, radio, TV, etc.)
SEARCH ENGINE MARKETING (Google Ads, Bing, Pay per Click)
Google Paid
Google Local
3 Pack
Organic
3/20/19 58
Pay Per Click Marketing
Paying $3.64
Paying $3.20
Paying $2.17
3/20/19 59
Ever Expanding Ad Copy Real Estate
FACEBOOK ADVERTISING & CUSTOM AUDIENCES
3/20/19
Boosted Posts Targeted Audiences
Targeted Ads Interests
Behavior
Demographics
Custom Audiences From Your Lists
From Site Visits
From Video Views
61
Facebook Advertising Types
3/20/19 62
Custom Audience From Your Lists
Upload List(email or phone)
Matches inFacebook
Lookalikes
3/20/19 63
Real World Match Experience
Case 1 Case 2
Orig Email List 6232 3800
Facebook Match 3100 2700
Match % 50% 71%
Lookalikes 140,000 350,000
3/20/19 64
Facebook Video for Audience Building
3/20/19 65
Audience Building Power of Video
Orig Email List 1904
Lookalikes (Geo & Age) 75,000
Video Views (> 3 seconds) 10,271
Time Period 2 Weeks
Investment $200
3/20/19 66
Retargeting Power of Video
Web Visitors 180 Days 6056
Lookalikes (Geo & Age) 3,000,000
Video Views (> 3 seconds) 15,532
Time Period 1 Month
Investment $207
3/20/19 67
Some Loss of 3rd Party Data, Still Powerful
Interests Ventilation Sick Bldg Syndrome Mold Growth Radon Mitigation SEER ASHRAE Handbook R-Value SIPs HRV Allergen Thermal Comfort
Behavioral Length of Residence Recent Homebuyer New Mover Charities—Enviro Home Renovation Green Cleaners AOL email Gmail email Primarily Cash Like Home Improvement
Demographic Expectant Parents Recently Moved Very Liberal Donate to Liberal Conservative Year Home Built Square Footage Home Value Friends of Recently Moved Liquid Assets Net Worth
3/20/19 68
Amazing Targeting = Low Cost
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