Why It Matters

In our previous insight, we highlighted the importance of understanding consumer perceptions and knowledge gaps that hinder residential heat pump adoption. Once companies have identified these gaps within their target audience, the next step is to determine the most effective ways to engage with them, tailoring messages to resonate with specific segments.

Our previous research indicated that consumers recognize that heat pumps are cleaner and more efficient, but 1 in 3 are unsure about other advantages, indicating a significant knowledge gap. These knowledge gaps included misconceptions about ability to lower monthly energy bills, ability to operate in cool climates, and upfront purchase costs.We also noted that most consumers gain familiarity about heat pumps through their networks, with very few (8%) learning about heat pumps through contractors and installers. This document provides some messaging recommendations to improve consumer engagement and increase awareness about the benefits of heat pumps.

Messaging Recommendations

  • Address the Upfront Cost Barrier: High upfront costs serve as a barrier for adoption of many home energy upgrades, and most consumers are not willing to upgrade their heating and cooling system unless their appliance breaks. What’s more, when consumers research heat pump costs, they encounter a wide price range, from as low as $2,000 to as high as $20,000, with the average cost around $8,100. Notably, only 14% of consumers are aware of tax incentives that can reduce these upfront costs, yet 67% indicate that financial incentives would make them consider switching to heat pumps.
    • Highlight Post-Incentive Pricing: Clearly present the net cost of heat pumps after applying available incentives. The Inflation Reduction Act (IRA) offers substantial incentives (up to $8,000) to cover a significant portion of installation expenses for qualified customers.
    • Incorporate Local Incentives: In regions where additional incentives are provided by local utilities or state programs, ensure this information is included in your communications.
  • Advertise heat pumps as an “all in one solution” for heating and cooling: Top consumer appeals focus on positioning heat pumps as an all-in-one solution.
    • When asked about the most compelling reasons to consider a heat pump, 75% of consumers chose “heat pumps provide efficient heating in winter and cooling in summer, delivering year-round comfort with a single system.
    • In order to ensure that consumers actually understand what “all-in-one” solution means, companies may consider pairing “all in one”, “no need for separate heating and A/C units” ,“one system for any/all seasons” together in their messaging strategy.