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How Marketing and Sales can Push and Accelerate Residential Refurbishment

Authors:
Mart Verhoog

Keywords: Agent-Based Modeling (ABM); refurbishment Decision-Making (DM); marketing and sales; empirically grounded

Abstract:
Agent-based models can be used to assess the impact of different mixes of marketing and sales measures on home-owner’s energetic refurbishment decision-making. During the last two decades, governments have been using especially mar-keting-like measures (e.g., mass media campaigns) to push residential refurbishment – for a large part unsuccessfully. Only recently, more sales-like activities (e.g., visits of energy consultants) have been offered for that purpose. The question now arises whether this will be a more successful approach. This paper addresses the research question asking what mix of marketing and sales measures is optimal to support homeown-ers during their refurbishment decision-making.

Pages: 44 to 49

Copyright: Copyright (c) IARIA, 2023

Publication date: November 13, 2023

Published in: conference

ISSN: 2308-4537

ISBN: 978-1-68558-102-2

Location: Valencia, Spain

Dates: from November 13, 2023 to November 17, 2023