THE STORY

Insulation and air sealing products have been popular measures in state and utility efficiency programs since their inception in the 1970s. Over the decades, tens of millions of residents have benefited from the improved comfort, energy efficiency, and lower utility bills these measures provide. However, renters, who make up about 35% of the population, have been largely underserved.

The reasons are many:

• Renters tend to be more transitory and therefore harder to reach.

• Modifications to residences often require landlord permissions.

• Renter savings and participation rates are reduced when utilities are included in rents.

• Renters generally don’t take an active role improving their home’s performance.

THE GOAL

Recognizing an opportunity to challenge the status quo surrounding renter engagement, an East Coast utility serving as a sponsor in a state-wide efficiency collaboration, initiated a renter targeted pilot campaign from January 15 to February 25, 2025. Their marketplace offer featured self-installed weatherization measures targeting renters. It was an enhancement to a 2024 program that also targeted renters with no-cost weatherization measures.

THE SOLUTION AND RESULTS

The East Coast utility increased renter participation by 20% vs. the 2024 campaign, while also seeing a 30% increase in the number of orders placed. The other five sponsors in the state-wide efficiency collaboration saw similar increases during their 2025 campaigns.

As a result of the positive engagement from this pilot, the utility will be launching an enhanced marketplace dedicated to this renter audience. In addition to weatherization products, it will offer advanced power strips, efficient showerheads, aerators, and programmable thermostats. While the goals for the 2025 pilot focused on engagement, the new program is emphasizing efficiency and orders from the enhanced marketplace will drive savings to the portfolio.