Deep and Continuous Savings: f

Engaging the Multifamily Market throughout the Building Lifecycle

Julieann Summerford

Mark Lorentzen

TRC Energy Services

January, 2014

Discussion Points• State of the multifamily market• Why we must serve multifamily?• Current multifamily market offerings• Program barriers to deep energy savings • Framework for deeper energy savings• Framework for continuous engagement• Emerging building technologies• Where to next?

State of the Multifamily Market Sector

State of the Multifamily Market Sector

23%

77%Multifamily

Single Family

Total Homes 112 million

25 million

87 million

Multifamily

State of the Multifamily Market Sector

Source: ACEEE Engaging Partners in Energy Efficiency: A Primer for Utilities on Energy Efficiency Needs of Multifamily Buildings and Their Owners

Multifamily Buildings (5+ units ) Density

Diverse and Complex Market

Ownership

• Non-profit

• Large corporation

• Mom and pop

• Condos and coop

Meter Structure

• Master metered

• Individually metered

• Advanced sub-metering

BuildingType

• Garden style

• Townhouses

• Apartments

• Dorms

• Assisted Living

• Transitional

Building Size

• Low-rise

• Mid-rise

• High-riseRental Market

• For rent

• Market rate

• Affordable

MULTIFAMILYHOUSING

Why must we serve multifamily?

Why Important to Serve Multifamily?Under-served market• 40% of metropolitan areas do not offer programs

• Program investment disproportionate

Lower transaction costs• Economies of scale compared to single family

• Serve numerous households in one transaction

Potential Savings • Potential energy savings by 2020:

– 51,000 GWh of electricity = 20 average size coal power plants

– 2,800 million therms of natural gas = non power plant therm usage of California, Oregon, and Washington

– $9 billion in savings for property owners and tenantsEnergy Efficiency and its Relationship to Housing Income in Multifamily Rental Housing, University of ArizonaScaling Up Multifamily Energy Efficiency Programs, ACEEEUS Multifamily Energy Efficiency Potential by 2020, Energy Foundation

Current Multifamily Market Offerings

NYSERDA Multifamily Program Research and Comparative Analysis

Data on 50 multifamily-specific energy efficiency programs

• Research Categories:

- Program characteristics

- Performance data, as available

• Sources: Program websites, marketing materials, published program data, evaluation reports, and third party reports (e.g. ACEEE)

• Emphasis on larger, more sophisticated programs

National Multifamily Program Study

National Multifamily Program Study

Puget Sound Energy • Energy Trust of Oregon • Focus on Energy • Energy

Outreach Colorado • Resource Smart •

Ameren • Indianapolis Power & Light Company • ComEd • Nicor Gas • CNTEnergy • Illinois Dept. of Commerce & Economic • MD Dept. of Housing &

Community Development Opportunity • DC

Sustainable Energy Utility • Seattle City Light • Efficiency Vermont

NYSERDA • ConEd • RG&E / NYSEG •

National Grid • Mass Save • PSE&G • NJ

Green Homes Office • Efficiency Maine •

Arizona Public Service • PPL • Entergy Arkansas

• MidAmerican Energy • Black Hills Energy •

Austin Energy • Oncor • BayREN • SoCalREN •

PG&E • SDG&E • SoCal Edison • SoCal Gas • SMUD • PA Housing Finance Authority

• AEP SWEPCO • AEP Ohio • DTE

Energy • Consumers Energy • Alliant

Energy • Connecticut Energy

Efficiency Fund • Georgia Power •

Questar Gas• NH Saves • PECO

Study Reviewed 50 Programs

*Note: green shading mark states where a program included in study is located; those programs may not be

state-wide

Program Categories

• Direct Install – free installation of basic measures

• Rebates –individual, a la carte upgrades

• Whole Building – minimum savings requirement

and/or a mandate to upgrade a substantially all

systems in building

• Other – alternate delivery methods

National Multifamily Program Study

National Multifamily Program Study

14 programs offer a

combination of

rebates and direct

install (28%)

11 programs offer

whole building,

rebates, and direct

install options (22%)

Distribution of 50 Programs, by Program Type

8 program offer

rebates only

(16%)

National Multifamily Program StudyWhole Building Programs

• Many whole building programs are offered for new construction only

– % over baseline: ENERGY STAR, energy code

• Whole building programs for existing buildings gaining traction

– NYSERDA

– Efficiency Maine

– Focus on Energy (WI)

– California utilities - PG&E, SCE, SCG, SDG&E, SMUD

– Mid-American Energy (Iowa)

– Energy Trust of Oregon (Affordable

Housing only)

– Austin Energy (launching Whole

Building Retrofit option fall 2013)

– MD Department of Commerce & Economic Opportunity (Whole

Building focus to achieve 15% savings, unclear if this is a mandated target)

Trends

• New multifamily-specific programs launched

• Predominantly single measure rebates

• Direct install common

• Few require minimum savings levels

• Whole-building gaining traction

National Multifamily Program Survey

Program Barriers to Deep Energy Savings

Barriers to Deep Savings

Program Silos• Limit funding to serve either in-unit or common area (rarely both)

• Deter property owners from engaging in more than one program– Time and hassle to owners

– Differing requirements (applications, tools, building simulation, etc.)

Market Confusion• Multiple programs compete for the same customer

• Owner or their agent forced to navigate through offerings

Cost Effectiveness Requirements• Measure level or package level that may make no sense

– TRC test not designed to be used at the measure level

• Prohibit from investments in measures needed

Split Incentive• Owner invests, tenant benefits - 90% individually metered

Lack of Available Data• Billing data informs investment decisions

Lack of Confidence in Estimated Savings

Dwindling Cost Effectiveness• New construction: evolving codes, fewer cost-effective options

• Retrofit: diminishing returns – baseline code vs. existing conditions

Changing Programs or Short Program Cycles• Do not align with capital planning and construction timeframes

• Trade allies concerns about changing programs

Barriers to Deep Savings

Framework for DeeperEnergy Savings

Framework for Deeper SavingsOffer a Full Service, Customer-Solution Oriented Program

Integrated, full suite of solutions via single entry point– Weatherization, direct install, prescriptive, customer, whole-building,

renewables, benchmarking, operations and maintenance, tenant behavior

– Consumers Energy (MI) Multifamily Energy Solutions• Direct install, prescriptive, custom, and whole-building options• Single entry point: energy advisor

– San Diego Gas and Electric (SDG&E®) • Single entry point for prescriptive and whole-building• Coordination with low-income, direct install program

– Puget Sound Energy Comprehensive Multifamily Retrofit Program

– Mass Save Multifamily Buildings Programs

Framework for Deeper SavingsOffer a Progressive Incentive Structure

– Escalating incentives commensurate with savings/ investment • Owner, builder, partner, rater, energy consultant, trade ally

– Multi-measure bonuses

– Incentives for achieving actual savings targets

– NYSERDA Multifamily Performance Program • Baseline incentive for 15% savings

• Tiered performance payments in relation to savings

• Incentive for achieving actual proven savings

– PG&E California Multifamily New Homes Program• Escalating incentives from 15% ($/unit energy savings)

• Energy consultant incentives ($50/unit),HERS ($60/unit)

Offer Bundling or Multi-Measure Options

• Hybrid whole building and prescriptive

– Provide upfront transparency of measures, savings, incentives

– Enable deep savings through streamlined property assessment

– Encourage prescriptive projects to deeper savings

Framework for Deeper Savings

Strategies / Framework for Continuous

Engagement

Why Continuous Engagement?

The average business spends six times more to attract new customers than it does to keep old ones

Efficiency Program Managers / team tend to be focused on winning new customers.

Why? Because if cost effective work is already done we move on.

• Why should we be focused on existing customers?

• What products can we sell to our current customers?• What are some examples? Now? Future?

• How do we sell to our existing customers?

• What is the sales process? message? infrastructure?

Framework for Continuous Engagement

What products are offered after project completion?

1. More of the same - Multifamily buildings owners and property management firms tend to own / manage multiple buildings

2. Operations and maintenance training3. Performance Incentives for increased savings4. Behavioral programs / technology5. New emerging technology

Strategies for Continuous EngagementSelling the same program to existing customers

– NYSERDA Multifamily Programs (NY) • Aggressive campaign to sell to owners / managers of portfolios

• Using a key accounts strategy

• “Key account reps” have CRM with detailed customer data

“Mr. Jones, we are seeing that your property at 123 Main Street is saving $145,000 per year. Are there any other properties…”

• Employing a typing tool to tailor messaging

– SCE Multifamily Audit Program – Energy Upgrade CA• Aggressive campaign to owners / managers of portfolios

• Initial triage of portfolio – rank and prioritize

• Direct properties to best program fit– from direct install to prescriptive to whole building

Framework for Continuous EngagementOffer Operations and Maintenance Training• Offer training or certification incentive

– Bay Area Regional Energy Network (CA)• Offers BPI MFEEBO training, which counts toward Green Business

Program

• Provides $5,000 incentive to earn Green Business Program Property Management Certification, which counts toward green building programs

– Pepco Operations and Maintenance Training Incentive (MD)

• Provides incentive for completion/certification of approved building training courses

• Covers up to 80 percent of tuition costs, at a maximum of $1,000/course

Strategies for Continuous EngagementBenchmarking and Performance Incentives • Promote benchmarking as critical component of energy efficiency investing

• Prioritize investments, identify problems, track post investment usage

– Focus on Energy Multifamily Energy Savings Program (WI)• Savings over 12 month period greater than projected

– $100 per additional peak kW energy saved

– Efficiency Maine’s Multifamily Efficiency Program (ME)• Free benchmarking for 5-20 unit properties

– Energy performance report, recommended upgrades, incentives

– NYSERDA Multifamily Program (NY)• 12 month post retrofit performance incentives $150-$300 / unit

– EPA ENERGY STAR® Multifamily High Rise (US)• Requires benchmarking for two years

Strategies for Continuous EngagementOffer Procurement Standards and Procedures• Influence all purchases

• Provide procurement standards and protocols

– SDG&E Energy Roadmaps• Local housing authorities: San Diego Housing Commission and County

of San Diego Housing and Community Development– Adopt procurement policy requiring all energy-related purchases meet or meet or

exceed SDG&E energy specifications and EPA’s ENERGY STAR standards

– Avoid purchases without first investigating utility standards, incentives, and programs

Strategies for Continuous EngagementOffer Tenant Education and Behavior Programs• Apply concept of “people use energy, buildings don’t”

• Suppliment existing programs

– Energy Trust of Oregon’s MPower Oregon– On-going tenant engagement and education programs

– Support for implementing operations and maintenance best practices

– County of San Diego Energy Upgrade CA Multifamily• Tenant educational newsletter with call to action

• Interactive lobby display featuring behavior strategies to reduce lighting, plug load, and water use

Framework for Continuous

Engagement

Lead Nurturing Process

Emerging Building Technologies

Future Opportunities for Engagement

Emerging Building Technologies

Emerging Building Technologies

Technology Solutions for Improved Operations and Benchmarking

• Building Automation Systems (BAS)

– Centralizes remote monitoring and control of all building facilities

• Ex: Siemens Facility To Go, Use Mobile App, AT&T Digital Life

• Real Time Data Collection

– IBIS®, Lucid Building Dashboard, US Energy Group Building Energy Management System

USE Mobile® App

Lucid Building Dashboard

Technology Solutions for Increased Tenant and Owner Participation

• Education and Awareness– CloudApps, Tripos

• Social and Community Networking – Lucid Competition

App, Opower, Facebook?

Emerging Building Technologies

Lucid Building Competition App

Opower App

Where to Next?

Where to Next?• Reconsider one-size-fits-all program

– Full service programs

• Breakdown silos and restructure programs to offer full suite of customer-focused solutions– Single entry, many solutions

– Eliminate customer confusion and competing programs

• Design incentive structure to drive deeper investments

• Identify key trigger points and when to influence investments

• Implement emerging technologies to achieve continuous engagement

• Look beyond construction / installation

– Operations and maintenance

• Shift from being reactive to proactive

– Encourage benchmarking

• Increase visibility of energy data to tenants

– Provide procurement standards and protocols

– Leverage property manager / tenant communication channels for behavior and education

Where to Next?

Thank you!Julieann Summerford

jsummerford@trcsolutions.com

Mark Lorentzen

mlorentzen@trcsolutions.com

TRC Energy Services

916-962-7001a

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