Efficiency First

Jared Asch, Efficiency First’s National Director, co-hosted the “Growing your Green Business Energy Workshop” along with Skyline College last Thursday. This panel was held in order to help Bay Area Clean Energy providers connect and discuss pressing industry questions.

Marketing techniques: Jared moderated the second half of the event, titled “Market Driven Successful Business Models“, in which Nick Harris of Energy Beyond Design, David Hamburger of Building Efficiency and Andy Fessel of Energy-Able and Every Watt Matters. Andy Fessel of Energy Able and Every Watt Matters outlined recommendations that stem out of a case study performed by Claremont based company called Home Performance Matters. This study found that the target customers for retrofits have been homeowners with a disposable income and with a fairly large home. In addition, the most successful marketing tactic has been workshops and “Energy Parties”, which are educational events organized in a retrofitted home for potential customers. Other marketing techniques discussed, separate from the case study, were connecting to real estate groups, mortgage brokers, architects and partnering up with other companies.

Obstacles and incentives to industry growth: Nick Harris of Energy Beyond Design (Efficiency First Chapter Chair Bay Area), pointed out some weak points in Energy Upgrade California. According to Nick, the software approved by this program, Energy Pro, does not accurately predict or reflect savings. Also the length of the sale cycle, and the amount of time it takes to get the rebates makes it very hard to contractors to close sales. Prompted with the question of what would be the motivation for contractors to get involved in this industry, the panel speakers explained there is a large business opportunity. With so many homes poorly insulated, many customers will start needed retrofits. Other reasons to get participate in the home performance industry are job creation for construction employees and financial incentives offered through the program.

Field training and mentorships for future auditors and contractors: Prompted by questions and suggestions from the community colleges in attendance, the panel expressed their support for hands on training for home performance students. A mentorship program is imperative for the creation of a strong and skilled workforce, and contractors showed their interest for taking on student apprentices from community colleges. A program such as this would be mutually beneficial to the student and the contractor, who would receive extra help on the jobs and would be able to easily hire successful apprentices.

CALIFORNIA FOCUS

Facts on Energy Upgrade California from PG&E: The first part of the workshop titled “Incentive-Based Stratefies: Energy Upgrade California” featured Joanne Panchana of PG&E, Rod Nash of BKI, and Judi Ettlinger of StopWaste.Org. Joanne Panchana of PG&E discussed the program’s goal of reducing home energy use by 20% in 130,000 homes by 2012, through using the home-as-a-system approach. She pointed out that her department has $30 million allocated toward this project. To qualify for this incentive, approved contractor need to work with PG&E customers on single family homes. The rebates will go directly to the homeowner.

Various industry tips from BKI: Rod Nash from BKI offered a few industry tips. First, he explained that to obtain Building Analyst Certification, one does not need to attend trainings, but simply pass a written and field test. He further explained that contractors can use any BESTEST approved software with Energy Upgrade California. Another suggestion was selling retrofits by pushing for better comfort, instead of focusing on the cost benefits. Rod explained that customers will be attracted to the idea of being warmer in the winter and cooler in the summer, while the energy cost reduction is less tangible.

Energy education benefits spill over to PG&E: During the discussion with Rod, contractors expressed concern over the benefits PG&E is receiving from the energy education they are conducting in the field. While the contractors may not have a perfect conversion rate, they help shift consumer energy habits who in turn put less pressure on PG&E systems.  Some of the contractors present believed that they were not being recognized for contributing to consumer energy awareness.

A few resources for obtaining up-to-date information of California Energy Programs:

- Ecology Action: http://www.ecoact.org/
- CPUC’s: http://engage360.com/
- One Change: http://www.onechange.org/
- Draft FCB
- Community Based Social Marketing