Snippet #15 - Use network effects to your advantage

Customer acquisition in home electrification is expensive, so you need every penny of your marketing and proposition development budget to count. HETS helps you target the people most likely to convert, and one key indicator is what they already own.

Homeowner Electrification Tracker Study (HETS) 2023-25 - Electrify Research

The data is stark. Analysis available to HETS clients shows the strong influence of network effects on the adoption of electrified technologies. Households that already have one or more items of clean tech are significantly more likely to buy another. HETS quantifies this so you know what to focus on. In the UK, heat pump owners are 83% more likely to want a BEV for their next car compared to non-heat pump owners. BEV owners are 69% more likely to want a heat pump compared to those who don’t own a BEV. Likewise, already owning a BEV lifts consideration of solar panels by 40%.

Why this matters: Smart marketers who want to sell clean tech can use these network effects to target high-probability prospects and stretch every marketing pound. And HETS can help here by providing detailed profiles of existing and prospective customers so you get the full targeting picture.

We see similar network effect patterns in all the countries covered by HETS: UK, France, Germany and the US, but the effects are strongest with UK homeowners.

There’s much more detail available to HETS subscribers who are immediately armed with an easy to use, but incredibly powerful dashboard including the results of 40,000 interviews with homeowners tracked over the past two and a half years.

Book a demo now to see how HETS makes it easy to find out exactly who is most likely to buy from you in the next 12 months. Stop guessing who might buy and start knowing.

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P.S. HETS also links electro-tech to energy suppliers, covering vital metrics around tariffs, flexibility services, energy brand switching, satisfaction, brand image and more.