44 LACK OF KNOWLEDGE OF BUILDING PERFORMANCE & ENERGY-EFFICIENCY OPPORTUNITIES • Owners and landlords are unlikely to have any comparative sense of the efficiency of their buildings relative to others • They are also unlikely to know where the greatest opportunities for efficiency may lie • Even after the fact, the energy savings from most improvements must be estimated or modeled rather than directly observed EXAMPLE: Most homeowners are unaware of the potential energy savings from simple measures such as air sealing, and tend instead to think about more visible measures such as replacing windows or even renewables like solar.
45 Language around home energy efficiency is AT BEST OBTUSE, AND SOMETIMES OFF-PUTTING • Who wants a home energy “audit”? • What is a “retrofit”? • What is a “HERS rating” or “air change per hour”? • Efficiency programs may not adequately connect to the motivations for improvements from the customer‟s perspective: • Money they are currently losing due to energy loss • Comfort • Health or safety benefits • Becoming more self-reliant and reducing their energy dependence • Maintaining your most important asset (your home) • Social norms (Are your neighbors doing it?) • Supporting the community