Published at: 2022
The report outlines a comprehensive communications strategy to support Ann Arbor’s proposed Home Energy Rating Disclosure (HERD) policy, which would require most home sellers to obtain and disclose a U.S. Department of Energy Home Energy Score when listing their property. The strategy connects HERD to the city’s A2ZERO Carbon Neutrality Plan, noting that residential energy use accounts for 23% of Ann Arbor’s greenhouse gas emissions, and positions energy disclosure as both a climate solution and a consumer transparency tool. Rather than focusing solely on policy mechanics, the document emphasizes how to effectively message the program to key audiences including home sellers, buyers, real estate agents, developers, and energy professionals. It addresses potential opposition from the real estate community, outlines research-based counterarguments, proposes incentives such as limited free assessments, and recommends tactics like targeted mailers, trainings, website development, and press releases. Overall, the report serves as a practical roadmap for introducing and implementing HERD in a way that builds public understanding, minimizes backlash, and encourages long-term market transformation toward more energy-efficient homes.