Big Data Insights on Home Performance Marketing
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Peter Troast presented on big data insights from Energy Circle's analysis of home performance marketing trends over the past 6 years. He discussed Google Trends data showing search interest in various home performance topics. He also reviewed Facebook interests data to show potential targeting segments. Additional topics included who is buying home performance, how people search for and buy home performance services, the push for indoor air quality in home performance, changes in Google search results, the rise of mobile, factors that drive website strength, and analysis of conversion rate data.
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Big Data Insights on Home Performance Marketing
- 1. Peter Troast, Energy Circle ACI National Conference, Austin TX April 5, 2016 Biggish Data: 6 Years of Facts About How Homeowners See Home Performance
- 2. 10/19/15 Founder/CEO of Energy Circle Linked In: Peter Troast Twitter: @EnergyCircle G+: Energy Circle Facebook: Energy Circle Volunteer/Pro Bono Efficiency First Home Performance Project Home Performance Coalition 1000 Home Challenge Mallett Deep Energy Retrofit 2 Peter Troast
- 4. 10/19/15 THE BIG PICTURE: THROUGH GOOGLE TRENDS 158 MILLION STRONG ON FACEBOOK WHO’S BUYING HOME PERFORMANCE? HOW PEOPLE BUY HOME PERFORMANCE IAQ & HP: WHAT DO WE KNOW SO FAR? RECENT CHANGES IN GOOGLE SEARCH—IMPACT MOBILE WORLD—WHAT IT MEANS TO HP WHAT DRIVES WEBSITE STRENGTH CONVERSION: WHY IT MATTERS & WHAT WE’RE LEARNING 4 What We’ll Discuss 1 2 3 4 5 6 7 8 9
- 5. 10/19/15 Mother Google (Trends & Search) Mashup of 350+ High Performance Building Businesses builders/remodelers, raters, auditors, architects, HP contractors, HVAC, non-profits 12.2 Million Web Visitors Paid Search Results 64,000 Tracked Search Terms in Home Performance, HVAC Select Contractor Performance (Anonymized) Facebook Interests Peter’s Opinion 5 Data Sources
- 7. GOOGLE TRENDS: WHAT IT TELLS US ABOUT HOME PERFORMANCE
- 8. 10/19/15 8 Learning from Google Search
- 9. 4/11/16 Google Trends shows how often a particular search-term is entered relative to the total search-volume across a region. 9
- 12. 4/11/16 12
- 13. 4/11/16 13
- 14. 4/11/16 14
- 15. 4/11/16 15 Home Performance/Audit in Context
- 21. 10/19/15 21 Wither Energy Star Homes?
- 22. 4/11/16 22 Net Zero vs Passive House (topics)
- 23. 4/11/16 23 “skate to where the puck is going to be”
- 24. FACEBOOK 158.4 MILLION STRONG (US Users)
- 25. 10/19/15 25 Facebook Interests Targeting
- 26. 10/19/15 26 Mind Blowing Targeting Interests Ventilation Sick Bldg Syndrome Mold Growth Radon Mitigation SEER ASHRAE Handbook R-Value SIPs HRV Allergen Thermal Comfort Behavioral Length of Residence Recent Homebuyer New Mover Charities—Enviro Home Renovation Green Cleaners AOL email Gmail email Primarily Cash Watch Home Imp Shows Demographic Expectant Parents Very Conservative Very Liberal Donate to Liberal Year Home Built Square Footage Home Value Life Event: Newly Moved Friends of Recently Moved Liquid Assets Net Worth
- 27. 4/11/16 27 Green Living Home Improvement HVAC Environmentally Friendly Solar Energy Climate Change Efficient Energy Use Thermal Insulation Retrofitting Heat Pump Indoor Air Quality Particulates R-Value ASHRAE 14,000 20,000 73,000 230,000 300,000 640,000 1,000,000 1,100,000 2,100,000 3,200,000 3,700,000 9,500,000 13,000,000 29,000,000 Data from Facebook Interests, US, April 2016 Facebook “Interests” Volume
- 28. WHO IS BUYING: HOME PERFORMANCE HIGH PERFORMANCE HOMES ?
- 29. 4/11/16 29 DATA
- 30. 10/19/15 NAMES Green Sustainable Low Energy Healthy Home High Performance 30 The Label Challenge “BRANDS” Passive House (Haus) Net Zero Deep Energy Retrofit Pretty Good House CERTIFICATIONS Energy Star LEED NAHB Energy Fit Pearl Certified Etc
- 32. 10/19/15 AGE DEMOGRAPHICS Baby Boomers—Last Home Phenomenon Gen X (35-55 yrs) Millennials (15-35 yrs) 32 High Performance Home Buyers OTHER CATEGORIES Academics Technologists (Engineers, Medical, Technology, Software) Upscale/Wealthy Green/Left Leaning Health Focused First Home
- 33. 10/19/15 AGE DEMOGRAPHICS 33 High Performance Home Buyers OTHER CATEGORIES Academics Technologists (Engineers, Medical, Technology, Software) Upscale/Wealthy Green/Left Leaning Health Focused First Home Millennials Boomers Gen X
- 34. HOW PEOPLE BUY HOME PERFORMANCE (they don’t. you sell it)
- 35. 10/19/15 35 Fundamentals of HP Marketing & Sales EGIA/BPI WHOLE HOUSE HOME PERFORMANCE AC Repair Spray Foam Asthma Rebate IAQ New Furnace Climate Change Heat Pump Sick Child Mold Cold Room Energy Cost MORE COMPREHENSIVE JOBS Fujistu
- 37. 10/19/15 37 Whole House Home Performance Health Cold Room EUC Rebates Energy Cost Climate Change Furnace Repair Solar Heat Pump IAQ EfficiencyFurnace Install Energy Audit Attic Insulation AC Replace Spray Foam Mold Fear AC Service Geothermal
- 38. 10/19/15 63,749 Real Search Queries ~$1,500,000/yr Google Click Spend 38 Some Big(ish) Data
- 39. 10/19/15 63,749 Real Search Queries ~$1,500,000/yr Google Click Spend 39 Some Big(ish) Data 2015 Timeframe ~45 Contractors + BPI Primarily HVAC/HP Some Envelope Only Mixed Geographies
- 40. 10/19/15 40 Whole House Home Performance Health Cold Room EUC Rebates Energy Cost Climate Change Furnace Repair Heat Pump Efficiency HVAC Furnace Install Energy Audit Attic Insulation AC Replace Spray Foam Mold Fear AC Service IAQ Home Perf IAQ Program s Solar Geothermal
- 41. 4/11/16 0% 2.5% 5% 7.5% 10% Home Performance Rebates/Programs HVAC/Mechanical IAQ 5.5% 3.97% 8.41% 6.08% 41 Click Through Rates Click Through Rate (CTR) = Clicks / Impressions
- 42. 4/11/16 42 Average Cost Per Click $0.00 $2.00 $4.00 $6.00 $8.00 Home Performance Rebates/Programs HVAC/Mechanical IAQ $2.07 $7.02 $1.84 $4.78
- 43. 4/11/16 0% 2.5% 5% 7.5% 10% Home Performance Rebates/Programs HVAC/Mechanical IAQ 1.9%2% 3.2% 8.1% 43 Average Conversion Rates Conversion = Leads / Traffic
- 44. THE PUSH FOR IAQ & HP WHAT ARE WE LEARNING? (caution: it’s way early)
- 45. 4/11/16 45 Search Volumes (by Impressions) Asthma Mold Air Quality Humidity Dust Allergies Dehumidifier Moisture 0 2400 4800 7200 9600 12000 199 392 1090 2298 5981 9010 11710 11908
- 46. 4/11/16 46 Conversion Rates (to Leads) Asthma Mold Air Quality Humidity Dust Allergies Dehumidifier Moisture 0% 1.4% 2.8% 4.2% 5.6% 7% 0.5% 0.4% 0.3% 0.1% 0.3% 6.8% 0.2% 0.4%
- 47. 4/11/16 indoor air quality standards the best humidity level for home air quality inspector air quality inspection what is the best level of humidity in a home how to test indoor air quality what is the best humidity level for your home normal humidity levels in a home home humidity levels chart measuring air quality what causes moisture in a house what is a good humidity level in a home how to get rid of dust in home symptoms of mold in home what is good humidity level for home what is the optimum humidity level for a home air quality check indoor air quality company how to find mold in your home home air quality testing what is the best humidity level for home ideal humidity level for home 47 Top 25 (based on Click Through Rates)
- 48. 4/11/16 indoor air quality standards the best humidity level for home air quality inspector air quality inspection what is the best level of humidity in a home how to test indoor air quality what is the best humidity level for your home normal humidity levels in a home home humidity levels chart measuring air quality what causes moisture in a house what is a good humidity level in a home how to get rid of dust in home symptoms of mold in home what is good humidity level for home what is the optimum humidity level for a home air quality check indoor air quality company how to find mold in your home home air quality testing what is the best humidity level for home ideal humidity level for home 48 Top 25 (based on Click Through Rates)
- 49. 4/11/16 indoor air quality standards the best humidity level for home air quality inspector air quality inspection what is the best level of humidity in a home how to test indoor air quality what is the best humidity level for your home normal humidity levels in a home home humidity levels chart measuring air quality what causes moisture in a house what is a good humidity level in a home how to get rid of dust in home symptoms of mold in home what is good humidity level for home what is the optimum humidity level for a home air quality check indoor air quality company how to find mold in your home home air quality testing what is the best humidity level for home ideal humidity level for home 49 Top 25 (based on Click Through Rates)
- 50. 4/11/16 indoor air quality standards the best humidity level for home air quality inspector air quality inspection what is the best level of humidity in a home how to test indoor air quality what is the best humidity level for your home normal humidity levels in a home home humidity levels chart measuring air quality what causes moisture in a house what is a good humidity level in a home how to get rid of dust in home symptoms of mold in home what is good humidity level for home what is the optimum humidity level for a home air quality check indoor air quality company how to find mold in your home home air quality testing what is the best humidity level for home ideal humidity level for home 50 Top 25 (based on Click Through Rates)
- 51. RECENT GOOGLE ADWORDS CHANGES— WHAT WE’RE SEEING
- 54. Google Paid @ 4 Google Local 3 Pack Organic Post-February 22, 2016 Nada
- 56. 4/11/16 56 What Impact from Adwords Change?
- 57. 4/11/16 57 What Impact from Adwords Change? $184 million/day
- 58. 4/11/16 • After the SERP change, CTRs and Avg. CPCs are better than the prior period for positions 1 – 3 • CTR and Avg. CPC are massively improved for position 4 after the SERP change • After the SERP change, performance is significantly worse for position 5, but a bit better for position 6 • Bottom line – it appears that this change is helping performance for top positions and is drastically helping position 4 • Any concerns about increasing CPC results are not yet being seen in the most important positions 58 Early Data—Energy Circle Managed Accts 30 days prior to Feb 22 vs 30 days after
- 61. 4/11/16 61 The State of Mobile Search in 2016
- 62. 4/11/16 62 Mobile % of Total Traffic: ~340 HP Sites Mobile + Tablet: 18.37% Mobile Only: 10.52%
- 63. 4/11/16 63 Organic Search is Biggest Mobile Driver but…BIG skew to “brand” search (don’t overcomplicate mobile—it’s people looking to contact you)
- 65. 10/19/15 65 Moz Domain Authority Authority • An approximation of your website’s quality in the eyes of Google • 40 Factors Popularity (links) Size (# Pages) Age Freshness (recency) • Proven by correlation
- 66. 10/19/15 66 Open Site Explorer
- 67. 10/19/15 67 What Should Your Goal Be?
- 68. 4/11/16 68 Domain Authority and Links
- 69. 4/11/16 69 Domain Authorities in HP
- 70. CONVERSION RATE DATA (the most important metric)
- 71. 4/11/16 71 LEADS / TRAFFIC = CONVERSION RATE
- 72. 4/11/16 72 Two Choices 1. Phone 2. Form
- 73. 10/19/15 73 Call Tracking is Vital 29% 71% Web Forms Phone Calls
- 74. 10/19/15 74 Why Conversion Matters So Much Before All Web Traffic 1625 Conv Rate 7.72% Leads 125 Lead -> Job 12% Jobs 15 Ave Job 8500 Revenue $127,500
- 75. 10/19/15 75 Why Conversion Matters So Much Before After All Web Traffic 1625 1625 Conv Rate 7.72% 9.39% +1.67 / 22% Leads 125 153 +27 Lead -> Job 12% 12% Jobs 15 18 +3 Ave Job 8500 8500 Revenue $127,500 $156,060 +28,560
- 76. 4/11/16 76 Contractor 1 Contractor 2 Contractor 3 Contractor 4 Contractor 5 Contractor 6 Contractor 7 Contractor 8 Contractor 9 Contractor 10 Contractor 11 0% 4% 8% 12% 16% 20% 6% 6.87% 8.8% 5.88% 13.11% 10.22% 9.84% 19.05% 19.47% 12.02% 10.71% Data from Energy Circle Clients, 12 months of 2015 Average Conversion Rates: Select Companies
- 77. 4/11/16 77 Average Conversion Rates: Select Companies
- 78. 10/19/15 Correlated • High % of “Brand” Searches • Domain Authority > 20 • Volume of Reviews (esp. Google) 78 Why Do Some Sites Convert Better? Not Correlated • Age of Website • Age of Company • HVAC in Origin • Envelope in Origin Commonalities • Contextual Calls to Action • A/B Testing
- 79. 4/11/16 79 Organic Paid Direct Email Social Yelp 0% 6% 12% 18% 24% 30% 26.7% 2.61% 7.8% 6.58% 15.8% 10.44% Data from 32 Energy Circle Clients, 12 months of 2015 Average Conversion Rates by Medium *
- 80. 10/19/15 80 Most Important: Relevance
- 81. 10/19/15 Relevancy = Conversion Energy Audits --> “Comprehensive Evaluation....” Multi-Family Audits --> “Complete ROI analysis...” Financing Programs --> “See if you qualify...” Indoor Air Quality --> “Allergy & asthma problems...” Solar --> “What’s your solar potential...” 81 Section Specific Links --> Landing Pages