For decades, insulation and air sealing have been cornerstones of energy efficiency programs. Since the 1970s, these measures have helped millions of households lower energy bills, reduce waste, and enjoy more comfortable homes.
But one audience has often remained just out of reach: renters.
Today, renters make up roughly 35% of U.S. households — and that number is growing. Millennials represent more than 17 million rental households, and Gen Z is the first generation in which the majority of young adults rent rather than own. The housing landscape has shifted. Yet many traditional efficiency programs were designed with homeowners in mind.
Renters face unique barriers:
The result? A large, evolving customer segment that has been underserved—until now.
Rethinking What Engagement Looks Like
In early 2025, in partnership with our product solutions team, an East Coast utility participating in a statewide efficiency collaboration set out to challenge the status quo. Instead of viewing renters as difficult to reach, they saw opportunity.
The utility launched a targeted winter pilot campaign focused exclusively on renters. Rather than requiring contractor visits or property modifications, the campaign centered on something simple and empowering: self-installed weatherization products available through the utility’s online marketplace.
The marketplace featured eight carefully selected weatherization measures designed to improve comfort immediately — products that were easy to install, required no landlord approval, and delivered noticeable benefits. Think draft blockers, efficient showerheads, faucet aerators, and other simple upgrades that renters could install themselves in minutes.
The products were offered at no cost to participants. But just as importantly, the messaging focused on what renters care about most: comfort, convenience, and quality of life.
Instead of leading with kilowatt-hours saved, campaign emails talked about blocking cold drafts, reducing outside noise, and improving water temperature. The communications clearly showed pre- and post-rebate pricing to emphasize value. And outreach was precisely targeted through email to renters within the utility’s service territory.
The message was clear: You have control over your comfort—and it’s easier than you think.
Engagement That Builds Momentum
The results were striking.
Compared to a similar 2024 effort, renter participation increased by 20%, and total orders rose by 30%. Across the statewide collaboration, other sponsoring utilities saw similar lifts in engagement.
But the most important outcome wasn’t the participation rates; it was proof of concept.
When barriers are removed and messaging reflects lived experience, renters respond.
The success of the pilot has led the utility to expand its efforts with a dedicated enhanced marketplace built specifically for renters. In addition to weatherization products, the expanded offering will include advanced power strips, programmable thermostats, efficient showerheads, and faucet aerators, providing even more opportunities for renters to manage their energy use and improve everyday comfort.
What began as an engagement-focused pilot is now evolving into a long-term strategy that drives measurable portfolio savings.
Expanding What’s Possible Through Product Solutions
Franklin Energy’s product solutions team plays a critical role in making initiatives like this possible. For decades, Product Solutions has built expertise in delivering marketplace strategies, direct-install products, and fulfillment solutions that make participation simple for customers and scalable for utilities. Now, as a unified Franklin Energy, we integrate these capabilities into one cohesive delivery model—helping clients move from strategy to results with greater speed and clarity.
This means utilities and program sponsors don’t have to choose between digital marketplace strategies and comprehensive portfolio management. They can have both aligned under one partner.
Product-driven engagement is more than a channel. It’s a bridge. And for hard-to-reach markets like renters, that bridge matters.
Meeting the Market as It Is
Renters are not a niche demographic. They are young professionals, families, retirees, and students. They represent a growing share of the population, and they are accustomed to digital-first, self-service experiences.
By combining targeted marketing, no-cost product offerings, and easy DIY installation, this renter-focused marketplace approach demonstrates what’s possible when we align program design with customer experience.
As Franklin Energy continues to expand our capabilities, we’re helping clients reimagine how to engage evolving customer segments, turning overlooked audiences into active participants in the clean energy transition.
Because when we remove barriers and design with intention, efficiency becomes accessible to everyone.