Understanding our retrofit clients

PEC and a consortium of Devon and Cornwall energy organisations have been researching the most effective methods of marketing retrofit advice to households, with the aim of encouraging many more households on their retrofit journeys. 

The Local Energy Advice Demonstrator (LEAD) project, funded by the Department for Energy Security and Net Zero and managed by the South West Net Zero Hub, will be using the findings of the research to guide their work offering home advice visits and retrofit assessments across the far South West. 

With the UK’s ageing housing stock accounting for more than 20% of the UK’s total carbon emissions, increasing efforts to retrofit and improve the energy efficiency of our homes is vital to tackling climate change. Retrofit comes with many additional benefits improving comfort and health outcomes for residents by providing warmer, healthier living conditions.

To do this, we need new methods to engage much larger numbers of homeowners in retrofit, and provide practical trustworthy advice to help them make informed choices.

Justin Bear, Project Manager said; “We need a step-change in the numbers of households undertaking retrofit work. However, this is a big challenge because individual homeowners need to be persuaded on the merits of any upgrades to their homes, practical barriers such as finance need addressing, and advice needs to be tailored to suit each specific property to ensure the best outcomes for residents.”

“This means we need a much better understanding of the motivations of homeowners and how we can meet their needs in navigating the complexities of retrofit projects – this research gives us some clear recommendations which we will be testing on the ground through the rest of the LEAD project.”

The team worked with experienced market research company PFA Research, and their partners Analogy PR to complete a market segmentation of the ‘able to pay’ retrofit market, uncovering best practices for reaching and engaging with retrofit clients.

The report used market testing focus groups with SW residents alongside a comprehensive review of existing literature to inform a market segmentation analysis and messaging best practice guide, which turns the research into practical guidance for communications and marketing.

Justin Bear; “In the spirit of the project, which is all about learning and sharing best practice, we’re delighted to be able to share these reports publicly for interested organisations to use to help inform their own work in this field.”

PEC was one of six successful applicants in the South West to be awarded government funding until March 2025 to run pilot projects exploring innovative approaches to provide in-person home energy advice. The pilots are part of the national Local Energy Advice Demonstrator (LEAD) programme. PEC are working in a consortium with Exeter Community Energy, 361 Energy, Tamar Energy Community, South Dartmoor Community Energy, Community Energy Plus, Devon County Council and Plymouth City Council.