As part of the Hub’s Local Energy Advice Demonstrator (LEAD) programme, Severn Wye Energy Agency have been working alongside private landlords informing and supporting them to increase the energy efficiency of rented properties for the benefit of tenants.
The project team at Severn Wye are working to tackle a serious challenge in Gloucestershire and South Gloucestershire where fewer than 30% of householders who receive energy advice, or a home assessment go on to install energy efficiency measures in their homes.
Severn Wye’s Accelerate project, which is funded by LEAD and now in its second year, is targeting householders and private landlords and aims to improve these figures by offering:
- EPC energy assessments
- A simple and easy to understand report
- A personal energy advisor to advise on priorities for measures based on customer needs
- Help to identify and procure installers
Even though there is an obligation to maintain a certain level of energy efficiency for private rental properties, there are many barriers to the uptake of these improvements and landlords have proved a difficult audience to reach. In response Severn Wye have adopted a targeted approach to marketing their service and as a result nearly 20% of applications received have been from the private rental sector. There are some key learnings about overcoming barriers and strategies to increase uptake of the service.
Test and Learn
A ‘test and learn’ strategy was developed using a range of targeted marketing activity, including digital content and banners, Google search keywords, social media, press ads, direct mail, email activity and events to generate leads from household and landlord audiences in Gloucestershire and South Gloucestershire.
Campaign results to date have tracked 22,517 households reached, this includes online content/social views, digital advert and search clicks. In addition, there have been approximately 900,000 views of Facebook sponsored ads, a Geolocate banner, and local digital and print media. As the landlord audience are difficult to identify and target, the campaign was targeted at a wide audience and large numbers.
Getting the messaging right
Landlords may not see that they directly benefit from installing energy saving measures in their rental property. To engage them, Severn Wye used messaging to promote benefits such as increased property value due to an improved EPC rate, and tenants being more likely to rent a property that is more energy efficient and has lower heating bills.
Uncertainty around MEES
Another challenge is getting the information out there about the energy standards for rental properties. Research found that one third of private landlords in the West of England were not fully aware of the Minimum Energy Efficiency Standards (MEES). This standard currently requires private rented properties to have an Energy Performance Certificate (EPC) level of E or above, but this looks as if it is about to change. A government consultation due at the end of 2024 will outline what new or improved standards will be required.
Through their work with landlords, Severn Wye assessors found that landlords are concerned about this possible new legislation, and many are waiting for the results of the consultation before deciding how to improve their properties. The assessors found that most landlords want to invest their money cost effectively to make improvements that will count towards MEES.
Anna Wellicome, Domestic Energy Services Manager, at Severn Wye said, “Landlords are a difficult group to target and we have had to ‘go the extra mile’ to reach out to them, however the increased numbers applying to our service shows that it can be done and that landlords are keen for these conversations and to ‘future proof’ their investments.”
