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Homeowner Energy Source Preference Survey

Homeowner Energy Source Preference Survey. Tampa Technology & Market Assessment Forum February 24, 2011. A True Marketing Story…. Newspaper Billboards Radio New Home Guides Weekend Directionals Flyers Events Realtor Deliveries/Programs Hot Dogs. Traditional Sources. Non-Traditional….

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Homeowner Energy Source Preference Survey

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  1. Homeowner Energy Source Preference Survey Tampa Technology & Market Assessment Forum February 24, 2011

  2. A True Marketing Story…

  3. Newspaper Billboards Radio New Home Guides Weekend Directionals Flyers Events Realtor Deliveries/Programs Hot Dogs Traditional Sources

  4. Non-Traditional…

  5. Indy Racing League

  6. Indy Racing League

  7. As if we didn’t learn enough, we did it again …as a “secondary” sponsor

  8. As if we didn’t learn enough, we did it again …as a “secondary” sponsor

  9. A New Strategy….. …..focus customers’ preferences, needs and feelings through an effective “Voice of the Customer” program. Investing in customer research is actually investing in oneself. .. i.e. ESC Customer Preference Survey…

  10. Study Objectives: • Efficiently sample USA homeowners • Identify current energy sources • Identify preferred energy sources • Compare current energy to preferred sources • Gather customer comments/feedback

  11. The Survey Process • Selected 13 Metropolitan Statistical Areas (MSA) - based upon sponsoring participants. • Identified a consistent 12 month closing period* of selected “new” homeowners. • Adjusted each MSA home price range to sample 66% of the MSA transactions - (75% nationally). • Mailed 26,940 surveys to the 13 MSA (625 – 3,500) on December 10, 2010. • Anticipated a response rate of 2-3%. Achieved a 2.6% response rate (700 responses). • Completed statistical studies February 10, 2011.

  12. Dover Indianapolis Las Vegas Salisbury St. Louis Los Angeles Phoenix Atlanta El Paso Austin Pensacola/Panama San Antonio Tampa The Participating MSAs

  13. Statistically adjusted transaction volume. Dover Indianapolis Las Vegas Salisbury St. Louis Los Angeles Phoenix Atlanta El Paso Austin Pensacola/Panama San Antonio Tampa The Participating MSAs

  14. Insert disclaimer here………

  15. Insert disclaimer here……… All observations and recommendations are presented without the benefit of significant knowledge of ESC Member operations. Therefore, these results are unencumbered by any internal prejudices within those operations.

  16. National Study Results

  17. ME = +/- 5%

  18. ME = +/- 5%

  19. ME = +/- 5%

  20. ME = +/- 5%

  21. “Experienced” user responses -

  22. “Experienced” user responses - ME = +/- 5%

  23. Total Gas vs. Total Electric Preference Homes Preferred1+ Gas 1+ Gas Current Preferred All Gas All Gas Current Preferred All Elect All Elect ME = +/- 5%

  24. Energy Source Willingness to Refer to Family Friends

  25. National “Big Picture” Findings - • Natural gas is the predominate home heating source for furnace, water heater and cooking. • Electric is the predominate cooking energy. • Natural gas is preferred more than currently utilized. • Electric is less preferred than currently utilized. • The preference for all-natural gas homes is 800% higher than currently served (5% vs. 45%). • Half the all-electric homeowners would prefer not to have an all-electric home (24% vs. 12%). • 57% of US homes have fireplaces and approximately half of those are natural gas. • There appear to be substantial opportunities in some markets to increase specific gas appliances. • Customer comments have significant marketing potential.

  26. On the flipside of the electric cooking mirror…

  27. On the flipside of the electric cooking mirror…

  28. Survey reply comment sample….

  29. Indy Gas:

  30. Website Demo: www.woodlandobrien.com

  31. Charity Choices of 679 Respondents

  32. Charity Choices of 679 Respondents

  33. Homeowner Energy Source Preference Survey Thank you! Tampa Technology & Market Assessment Forum February 24, 2011

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