Chris Williams from Faze1 presenting on Oct 22nd, 2014 discussing where the market opportunity is for the new 5-year $30 million dollar Massachusetts Clean Energy Center program to incentive renewable HVAC technology. Questions the presentation address. 1. Why HVAC marketing is broken and how heating data can be used to more effectively target. 2. The plain language and data definition of the best homeowner targets for each technology. 3. The size of the target market for each technology. 4. The areas in the state where the most opportunity exists for each technology. Questions the presentation address. 1. Why HVAC marketing is broken. 2. The definition of the best targets for each technology in data. 3. The size of the target market for each technology. 4. The areas in the state where the most opportunity exists for each technology.

1. Google Maps for Residential HVAC Marketing
Will MA Have A Renewable Heating Infrastructure?
Lexington, MA - October 22nd
Chris Williams - Faze1
Phone: 516 253 6232
Email: chris@faze-1.com

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Agenda
1. Problem with HVAC marketing
2. How many homeowners are there for each
technology?
3. Where do they live?

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The Problem in HVAC Marketing

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The Problem in HVAC Marketing

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Strategy A Strategy B
Income: Rich people! Income: $75,000+
Location: 10 miles from office Location: 10 miles from office
Owner occupied Owner occupied
Demographic Group: Financial planners,
home bodies, greenies
Fuel type of home: Oil or electric
Heating system type: Boiler
No access to gas
No central A/C
Which one would you use?
Air Source Heat Pump
Example targeting scenarios

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• Real Data Best household-level data for HVAC marketing and
market intelligence combing heating characteristics and
demographics
• Free Access To mapping tools and data that’s never been
available before. Get instant access at http://
app.faze-1.com
• Laser focused, affordable, turnkey direct mail and radius
campaigns for the HVAC industry
Who is Faze1?

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VS
Shotgun vs. Rifle

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Step 1. Define with data
Step 2. Get count
Step 3. Calculate market size
Step 4. Identify where they live
How many targets are there?
For each technology

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Count vs. Concentration

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The Concentration Rule
Which town would you focus your marketing on?
• Marketing
Activities
• TV
• Radio
• Newspapers
• Facebook ads
• Yelp, home
advisor,
• Direct mail
• Networking

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Ductless Heat Pumps
Target profile defined with data
Building type: Single family, condo, duplex
Occupancy: Owner occupied
Fuel Type: Electric or oil
Heat Type: Boiler
Access to Gas: No
Central A/C: No
Utility Territory: Any

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Ductless Market Size
191,072 Targets | $1.9 Billion ($10k avg. / job)

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Where do they live?

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Ground Source Heat Pump
Target profile defined with data
Building type: Single family
Occupancy: Owner occupied
Fuel Type: Electric or oil
Heat Type: Furnace
Access to Gas: No
Central A/C: Yes
Utility Territory: Any
Parcel Size: 40,000+ sq ft

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GSHP Market Size
43,741 Targets | $1.5 Billion ($35k avg. / job)

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Where do they live?

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Biomass Boilers
Target profile defined with data
Building type: Single family
Occupancy: Owner occupied
Fuel Type: Oil
Heat Type: Boiler
Access to Gas: No
Utility Territory: Any

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Biomass Market Size
210,031 Targets | $6.3 Billion Value ($30k avg. / job)

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Where do they live?

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• ASHP - http://www.faze-1.com/ductless
• GSHP - http://www.faze-1.com/geothermal
• Biomass - http://www.faze-1.com/biomass
• Sign up for a custom analysis of your
service territory - http://www.faze-1.com
• Get free access data and mapping tool -
http://app.faze-1.com
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