Skip to content

Mar 20, 2024

The Importance of Differentiation for High Performance Contractors

To stand out from the crowd, you have to actively differentiate yourself with a high-quality website and marketing strategy that demonstrates your unique value to homeowners.

By: Bethany Violette

Red paper boat sailing away from a sea of white boats

Throughout the country, homeowners are starting to recognize the value and importance of clean energy and high-performance upgrades, like solar panels, heat pumps, insulation, and air sealing. With home services like these gaining popularity, there’s a coinciding increase in underqualified and inexperienced contractors offering them. Unfortunately, the average homeowner doesn’t know enough about building science to tell the difference between the average contractor and the best ones. 

This is a topic we touched on in a recent webinar, and we predict that these hurdles will only become more difficult in 2024 and beyond. To stand out from the crowd, you have to actively differentiate yourself with a high-quality website and marketing strategy that demonstrates your unique value to homeowners. 

Here’s why we think differentiation is so important for high performance contractors and a few of the best practices for doing it.

Increased Spam is Flooding the Market

To further complicate an already crowded industry, spam companies are making it even tougher for homeowners to sort through their options online. With an increase in the usage of AI and sketchy methods of lead generation (especially within the solar industry), it’s more difficult than ever to find a company that cares about doing good work on a home. This makes it crucial for high performance contractors to stand out, not only from other businesses in your service area but also from bait-and-switch sales tactics and fake companies.

Tip: Be Undeniably Human

Show your potential customers that you’re a business made up of real people with a well-structured “About” page on your website. By sharing your story and values with your customers, you’re cultivating long-lasting relationships that will lead to repeat business.

Tip: Don’t Be Afraid to Take a Stand 

AI-generated content is flooding the Internet, but most of it sounds exactly the same. That gives you an excellent opportunity to stand out from the crowd. Instead of following the pack, don’t be afraid to take a strong stance or share an unpopular opinion in your content. It shows customers that you’re a real human expert with genuine experience in the industry. 

Homeowners are Wary About Home Improvement

As we predicted for 2024, homeowners are spending less on home upgrades, and more often feel apprehension when taking on home improvement projects. This has made them more selective with contractors and more likely to weigh all their options, which there are a plethora of. Homeowners want to know what they’re signing themselves up for and work with a company that helps them maximize their savings, whether through knowledge of incentives or competitive pricing. 

Tip: Share Your Process

Be transparent about which of your services have fixed pricing versus the ones that don’t. If homeowners understand your pricing process, they’ll be more likely to trust you.

Tip: Be an Authority on Incentives

There are excellent federal incentives for high-performance home upgrades available right now, but many homeowners are not aware of them. Use your website and marketing tactics to spread awareness and educate your potential customers about the savings you can help them achieve. This positions you as an expert and instills trust in your audience. Becoming a participating contractor in local rebate programs is another strategy that will not only help homeowners find your business but also show them that you want to help them save on their upgrades. 

Stand Out in the Crowd with an Up to Date Website

At Energy Circle, we specialize in helping high-performance contractors market their better building businesses. In our experience, having an updated website with detailed information goes a long way in setting you apart from the competition. Here’s what we think should be on every contractor’s website:

  • Accreditations – Whether your team is certified with the BPI, NABCEP, or another trusted entity, clearly displaying the badge on your website will show customers that you’re knowledgeable about industry standards.
  • Incentives – Having a designated page on your website that provides information about federal and local incentives will help homeowners navigate through confusing language and red tape.
  • Risk Reduction – There are a number of unlicensed and uninsured contractors flooding the market, and having your guarantees and credentials displayed on your website is more important than you may think. Showing that you’re committed to customer satisfaction will also show that you stand by the quality of your work.
  • Building Science Knowledge – Homeowners want to know that the work you’ll be doing will actually have an impact on their home’s performance. While you shouldn’t get too technical, explain common pain points they may be experiencing and how your knowledge can help provide a solution.

This article was originally published in the Energy Circle Blog and is republished with permission.

Bethany Energy Circle headshot

Bethany Violette
Energy Circle

Bethany Violette has over a decade of experience in entrepreneurship, branding, and marketing. She has been a founding member of two craft breweries, one in Tennessee and the other in Vietnam, where she wore many creative hats as the Brand Manager. Now in Maine, Bethany plans to reconnect with nature and build an energy efficient home with her family. She enjoys a plethora of hobbies and can often be found stuck in a fantasy novel, playing video games, or doing crafts with her daughter.

Leave a Comment

You must be logged in to post a comment.

Stay Updated

Sign up for our mailing list to stay updated on all things home and building performance.

"*" indicates required fields

1Contact Details
2Your Organization
3Email Preferences

Contact Details


By submitting this form, I understand I am subscribing to an email list to receive ongoing communication from BPA.