Let’s be honest: most customers treat home energy checkups the way they treat dental cleanings. They know they should schedule one, they nod politely when reminded, and then they promptly forget until something actually hurts. For marketers, that’s the problem: the “maybe later” reflex is stronger than our best brochures.

The good news? You can flip the script.

The Hidden Psychology of “Maybe Later”

Customers don’t skip checkups because they’re lazy. They skip because the value feels abstract. “Save energy” is about as compelling as “eat more fiber.” Until you translate efficiency into something visceral—comfort, control, lower bills—it will sit at the bottom of their to-do list.

Our job as marketers isn’t to push harder; it’s to reframe.

From Utility-Speak to Human-Speak

Here’s what doesn’t work:

• “Comprehensive in-home evaluation of HVAC efficiency and envelope integrity.”

Here’s what does:

• “Find out why your living room is always 5 degrees colder than your bedroom—and fix it.”

Customers sign up when they see their lives, not your jargon, in the pitch.

The Fear Factor (Used for Good)

Humans are risk-averse. If you remind people what they’re losing by delaying a checkup—hundreds in wasted energy, a system that dies during a heatwave—they’re more likely to act. But the trick is balance: pair the “fear” with an easy, credible solution. “Schedule today, and we’ll handle the rest.”

Make the Process Frictionless

If scheduling takes more than 90 seconds, you’ve lost them. Mobile-first forms, instant confirmations, text reminders—that’s table stakes. Customers aren’t resisting checkups; they’re resisting paperwork.

Tell Stories, Not Stats

Stop leading with kilowatt-hours saved. Start leading with stories.

• A family whose checkup uncovered a duct leak big enough to air-condition the attic.
• A retiree who cut bills by $60 a month with one simple fix.

Stories make the invisible visible. They move checkups from “maybe later” to “sign me up.”

Don’t Sell, Solve

Energy checkups aren’t a hard sell. They’re a soft skill: empathy, clarity, convenience. Show customers you understand their pain points, translate your programs into their language, and make participation effortless.

If your campaigns still feel stuck in “maybe later” land, that’s where we come in. At IDLab, we specialize in turning abstract energy programs into irresistible offers. Let’s transform your checkup campaign from overlooked to overbooked.