From the emotion that gets people through the door to the renovation companies we can partner with and the communities we're targeting first.
While looking at different marketing strategies we found that a core important feature of a successful strategy is to evoke strong emotions. This puts us at a crossroads: take on a positive framing, "You can save money!", or a negative one, "They are making you pay too much money!"
Based on our interviews, the negative emotion proved more provoking. The thought of having spent too much money allows for outrage, especially for students dependent on saving, or families already stretched by other expenses. We decided to lean into that: our marketing strategy centres on creating outrage or annoyance with not saving money. The message is simple: "You are spending too much money on your energy bills. We can help you save money (and save the environment… au passage!)"
We looked deeper into renovation companies to reach out to and found many specialised in energy renovation across Paris and Île-de-France. On the French government's website, we found a map created in collaboration with ADEME showing a daily-updated dataset of RGE (Reconnu Garant de l'Environnement) companies by field: solar energy, insulation, heating systems, and more. Reaching out to some of these companies would lead to mutually beneficial cooperation: making homeowners already looking for renovations aware of our tool, selling them leads, and in return getting a platform for our calculator.
Has their own DPE calculator that maps out different renovation scenarios, but does not include user habits. A possible path forward: collaboration to extend their tool, or selling them leads.
Offers a renovation cost calculator and an in-person DPE assessment, but not online. Our tool would replace that first step, saving time and resources for both company and user.
Reaches out with calculations "within 48 hours", making the process slow for both sides. An immediate estimation from ÉcoWatt saves time and creates a natural handoff.
Focused purely on implementation, with no energy renovation calculator at all. A clear gap for both lead generation and possible inclusion of our tool on their website.
Expert in insulation and energy renovation. Like HAUSSMANN, they reach out personally after receiving little information, leading to many missed cases. ÉcoWatt fills the gap before their outreach begins.
Their tool focuses on budget and lead generation for the company. We fill the missing gap of user habits and can drive qualified leads their way.
While building publicly on LinkedIn, we tested 13 different Facebook groups ranging from 900 to 400,000 members: colocation and rental groups in Paris and Île-de-France, plus Expat and Internationals groups. The results were disappointing: most members use these groups to promote their own listings rather than engage with external tools. We're shifting focus toward owner and renovation-focused forums instead, and looking at sponsored ads on Facebook and Instagram to reach a broader audience.
While researching social media promotions, we found influencers covering DPE and renovations on TikTok: big brands like Leroy Merlin, real estate agents, and small private accounts trying to help citizens improve F or G DPE ratings. Interestingly, the small accounts had the most views and likes: they feel more genuine and trustworthy. This points us back toward something we explored in the Bootcamp but initially rejected: starting a movement.
The outrage we want to create is most effective when it comes from another citizen, a small creator. Reaching out to content makers who help families renovate also connects users to one of our key differentiators: the inclusion of user habits. If small creators recommend our tool and it gains reach, that means more leads and more trust, built from the ground up.