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National Homebuilder Insight Study Summary Presentation

American Gas Association. National Homebuilder Insight Study Summary Presentation. April 2, 2013. Methodology. Online focus group with 21 participants on November 13, 2012 6 in-depth interviews with very large builders in November 2012

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National Homebuilder Insight Study Summary Presentation

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  1. American Gas Association National Homebuilder Insight Study Summary Presentation April 2, 2013

  2. Methodology • Online focus group with 21 participants on November 13, 2012 • 6 in-depth interviews with very large builders in November 2012 • Mixed-mode survey (telephone and online) with 354 residential construction professionals December 27, 2012 to January 16, 2013 • All participants work on the natural gas main and have decision-making responsibility regarding the energy used in homes they build, remodel, or design.

  3. Key Findings • Residential construction professionals say the future looks bright. • Trade magazines are an essential touch point and digital communications are important. • Natural gas is a strongly favored energy source for most professionals. • The energy decision process can be somewhat complex, involving a multitude of factors and players. • Consumers play a vital role. • While natural gas is strong on attributes that matter most, vulnerabilities still exist. • There is a challenge to overcoming barriers to premium pricing. • Natural gas’s role in energy efficiency and green building isn’t always evident. • The messaging assessed is resonant and we have identified some particularly powerful themes and statements.

  4. The Landscape

  5. Positive outlook, economic concerns dominate ISSUE CONCERNS RESIDENTIAL HOUSING OUTLOOK 64% positive 14% negative 22% neutral *Multiple Response

  6. Trade magazines, search engines viewed as very informative PREFERRED INFORMATION SOURCES Very Informative Somewhat Informative TOTAL

  7. Digital channels, meetings are important PREFERRED COMMUNICATION CHANNELS Multiple Response

  8. Majority are interested in online training sessions • ONLINE TRAINING INTEREST Very | Somewhat | TOTAL

  9. Most professionals work to meet Energy Star qualifications TOP “GREEN” CERTIFICATIONS Multiple Response

  10. Natural Gas Impressions

  11. Natural gas is viewed very favorably OPINION OF ENERGY SOURCES 47% 14% 12% 10% 2% 23% 16% 48% 62% 70% 71% 93% Very positive Somewhat positive Neutral Somewhat negative Very negative Not familiar with it

  12. 2/3 have had positive experiences with natural gas companies EXPERIENCE WITH LOCAL NATURAL GAS COMPANY Very | Somewhat | TOTAL

  13. 9 in 10 agree natural gas offers a superior living experience NATURAL GAS IMPROVES LIVING EXPERIENCE Strongly | Somewhat | TOTAL

  14. Majority will most likely install natural gas in their next home LIKELIHOOD TO INSTALL GAS “Unsafe/ dirty” 2% “Efficiency” 8% “Clean” 5% “CustomerDemand/Preference” 48% • “Homeowner Preference/ • Client Request/ • Customer Input” • 52% “Price/efficiency” 42% “Supply/availability” 25% “Availability/ Supplier” 17% “Cost” 13% Definitely | Probably | TOTAL

  15. Decision-making Factors

  16. Customers are most influential in the energy decision process INFLUENTIAL ACTORS If it is a custom home, the homeowner and architect are the primary decision maker as to the source energy. On a spec, we make the decision. The decision happens at the division president level after receiving information from the land acquisition department. We do a business analysis based on information from our salespeople and feedback from consumers. Very InfluentialSomewhat Influential TOTAL

  17. Energy source influence by company size % Very Influential

  18. Efficiency, building codes, consumer preference drive energy decisions INFLUENTIAL FACTORS Very ImportantSomewhat Important TOTAL

  19. Natural gas viewed as abundant, preferred by consumers and energy efficient FACTORS DESCRIBE NATURAL GAS Describes Very Well Somewhat Well TOTAL

  20. Builder expectations align well with perceived natural gas strengths, opportunities are addressable Availability [58%, 77%] Better Abundant Supply [35%, 73%] Preferred by Customers [60%, 63%] Domestic Energy Supply [33%, 65%] Energy Efficiency [65%, 59%] Doesn’t slow down building process [46%, 47%] Low monthly cost [55%, 53%] Environmentally Friendly [42%, 45%] Performance Helps comply with building codes [61%, 44%] Competitors offering gas in their homes [21%, 45%] Installation costs can be recouped in sales price [51%, 41%] Stable price [48%, 44%] Low installation cost [40%, 44%] Helps certify home as green [25%, 25%] Can charge a premium for gas [15%, 11%] [% Very Important, % Describes very well] Worse Importance Less More

  21. Potential Natural Gas Positioning Platform Overarching Narrative More and more consumers are searching for energy efficient homes. They recognize the value of natural gas and seek out homes with gas furnaces that provide warmer air and gas cooking for precision temperature control. They appreciate the lower, stable price of gas and the value it provides. By offering homes that tap into this sentiment, builders will sell homes faster and at a higher price. Positioning Themes Consumer Preference Consumer Cost Energy Efficiency Proof Points • In a typical home, using natural gas appliances results in energy consumption that is 28% less than a similar home with all-electric appliances. • Natural gas can help the residential construction industry meet ever increasing demands for improved energy efficiency and green building. Today’s natural gas furnaces are more efficient than electric furnaces and produce 45 percent less CO2 than coal-generated electricity and 30 percent less than oil-generated electricity. • Natural gas heating costs are currently 66% less than heating oil and 62% less than electricity. • Because of all the new domestic supply, the price of natural gas is projected to remain stable for the next decade, providing long-term value to homeowners • Strong majorities of homeowners prefer natural gas heating, water heating and cooking, would recommend a home with natural gas to their friends, and want to make sure their next home has natural gas. • Consumers are focused on the kitchen and 75% of them prefer natural gas for cooking. Designing and equipping kitchens with gas appliances will help you sell more homes and remodeling jobs. • According to NAHB, homes that have natural gas appliances sell faster and for more money than electric. New single-family homes with natural gas heating and other natural gas appliances have sales prices on average that are 6% higher than homes built with electric heating and appliances

  22. Contact Information Bill Dalbec Senior Vice President APCO Insight 202-778-1032 BDalbec@apcoworldwide.com www.apcoinsight.com

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