Month: April 2019

Domestic Energy Assessors Help Homeowners Show the Energy Efficiency of Their Homes When Selling

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There is a new breed of professionals who you will get to know about now when you start out to sell your home. They are called Domestic Energy Assessors and are out now in England and Wales performing a brand new service.

The role of the Domestic Energy Assessor is to produce Energy Performance Certificates for inclusion in Home Information Packs. If this is complete news to you then just think of these as being certificates, like those you see on new fridges, which will provide A-G ratings on the energy efficiency of a home, plus advice on how to make further energy savings.

Energy Assessors will use their in-depth knowledge and practical understanding of the thermal performance of your home to judge on the thermal energy efficiency of properties.

This requirement has been introduced by the UK government working on the theory that these assessments of the the capability of all buildings about to be sold will encourage us all to be energy efficient. This will be good for the nation as it will be thoroughly green. It will the idea is, help avoid the need for the energy whether renewable or not.

This type of certificate is required whenever the building is constructed, sold or rented.

In the short term home owners directly, and home buyers indirectly, will need to pay for these Energy Performance Certificates (EPC) and in order to possibly carry out work to improve poorly insulated properties, they will need to pay for general advice to clients on energy efficiency measures.

This is all very good in principle, but the UK government has chosen exactly the wrong time to do this. The credit crunch is hitting the house sales market hard, it is already very difficult to sell properties, and the value of most of them is falling.

The staff that produce Energy Performance Certificates are very experienced in construction technology, building condition surveying and domestic energy assessment and are Degree qualified professionals. They do not come cheap!

Now we do accept that most assessors will not simply stop at inspecting your property, they should also take the time to explain exactly what they are inspecting, how they are going to go about it and gladly answer any questions that you may have. But, most sellers are going to deeply object to being forced by the state to take on this additional burden of cost.

The energy assessor takes measurements to analyse the cost of heating, water and lighting for a house and makes recommendations to improve the energy performance of the house. To me it looks like you the government may think that an assessment is a quick hour in the property and thats it. I doubt they have fully considered the travel time to and from the houses to be assessed, time taken to assess, time to prepare and check the report, input the data, produce the certificate and then charge a fee which includes the professionals insurance, accountant fees, advertising and many other costs – the list goes on and on, after all they will have to make a living like everyone else.

Are Energy Companies and Brand Marketing Strategy Like Oil and Water

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Every so often, an oil company experiences an environmental catastrophe of disastrous proportions. As evidenced by the recent Gulf oil spill, the Exxon Valdez oil spill and countless other eco-disasters, these occurrences are a tragic occupational hazard of the energy industry. In theory, they should not be a surprise — anymore than an earthquake in California would be a shocker. Of course, a big enough tremor in Los Angeles will generate nationwide news coverage. The question from a brand marketing standpoint is simple: is there anything oil companies can do, given the probability of an oil spill?

In order to answer this question, it is helpful to back up and look at the consumers’ view of the industry. When it comes to the consumer, oil companies have a unique advantage over, say, a perfume company. This is that the oil companies offer a necessity. Everyone needs oil; perfume is a luxury.

From a branding and marketing standpoint, this advantage actually has negative connotations. The oil companies are really big and really profitable — even when the economy is in the proverbial toilet. In the deep recession year of 2009, when almost everyone was suffering financially, the oil companies made billions of dollars in profits. A 2006 FTC study of gas price manipulation found that the record increases in gasoline prices were “not substantially attributable to higher costs.” It seems the oil companies always take advantage of their financial opportunities with no regard to consumer goodwill. These companies are often viewed as monopolistic, money-grubbing, price-gouging, predatory goliaths. In a 2008 Harris poll of 20 major industries, only the tobacco industry had a lower rating than the oil companies on the topic of how good or bad a job they perform in serving the needs of consumers.

You could say, from a branding perspective, energy companies are already starting off on the wrong foot. After all, what is there to love about an oil company? Do you trust them? Do you have any affinity to any oil company? Do they do anything for you as a person? Do they make you feel good in any way? This makes it all the more difficult for an oil company to perform branding and marketing tactics that prepare for the worst. The energy industry has to rank among the worst PR and branding industries. We know all about the 1989 Exxon Valdez nightmare which was widely considered the worst corporate PR fiasco of all time. But what has the industry done to counter its image since then?

One could argue they actually have made some positive strides. Let’s take the current Gulf oil spill. BP has a real disaster on its hands, and they have clearly learned a lesson from Exxon’s PR disaster. The CEO of Exxon was nowhere to be found until six days after the Valdez disaster. When he finally did appear, it was only to hold a press conference to deny responsibility to disclose the plan to clean up the mess. He also blamed the media for turning the spill into a big deal. His refusal of media interviews and complete lack of remorse highlighted one of the worst PR gaffes in history. It conveyed an “ivory tower-esque” tone of arrogance. To his credit, the CEO of BP, Tony Hayward, has learned from Exxon’s PR mistakes and has been on air and is taking full financial responsibility for the spill cleanup.