The market-shaping policy moment the construction sector has been waiting for has arrived. The government’s Warm Homes Plan (WHP) has been officially launched, committing £15 billion to upgrade UK homes, reduce energy bills, and drive adoption of low-carbon technologies.
This is a pivotal moment for HVAC and building product manufacturers. Marketing teams now have a clear job to move beyond promoting product features and lead the conversation on trust, delivery, and long-term value in a market transitioning from early adoption to mainstream expectation.
Solar panels, heat pumps, and battery storage have historically faced scrutiny and hesitation. The WHP, however, makes these technologies not just desirable but essential. Manufacturers across the home energy sector need to respond strategically to capture this emerging mainstream market.
The opportunity for a marketing messaging reset
The WHP creates a chance for a reputational reset. Heat pumps and solar panels have often been caught up in debates about cost, disruption, and suitability. Many homeowners haven’t known who to trust or where to turn. A national, government-backed initiative changes the tone. Retrofits have now been brought back into focus after new build homes have been in the headlines for so long.
Renewable installations are already surging. The UK saw a 37% year-on-year increase in certified solar, heat pump, and battery installs in the first half of 2025, with 120,000 solar installations and 30,000 heat pumps installed in just six months.
Manufacturers can reposition their narratives away from technical claims toward the outcomes homeowners truly value: warmth, comfort, predictable bills, and peace of mind. In a sector long dominated by specs and performance data, brands that articulate the human and financial benefits of low-carbon technologies will stand out.
Why this matters for building product manufacturers
As government and media attention rise, so too will consumer research. Homeowners, renters, and landlords will increasingly seek trusted guidance. That scrutiny is an opportunity for brands that communicate clearly, transparently, and empathetically to build trust.
Yet even with growth, only about 1% of UK homes currently use heat pumps as their primary heating system, highlighting the vast untapped demand and the scale of opportunity for manufacturers.
Manufacturers can demonstrate understanding of retrofit challenges, provide guidance on funding, grants, and installation processes, and highlight real success stories. The message should shift from “here’s what we make” to “here’s what we help you achieve.” That messaging will win favour in PR, marketing, and consumer perception.
Three PR moves manufacturers should be considering now
1) Become the clearest explainer and sought out voice
When funding schemes hit headlines, confusion follows. Who qualifies? What’s available? How do low-cost loans and grants work in practice? It can be a crowded space with many organisations trying to capitalise on consumers.
Research shows 60% of UK homeowners plan to install solar panels, and over a quarter have already considered a heat pump, meaning audiences are receptive but need trusted, clear guidance.
Manufacturers that provide genuinely useful, non-salesy guidance become reference points for homeowners, installers, and journalists. Use plain-English explainers, myth-busting content, and practical tools such as ‘questions to ask your installer’ checklists. Position the brand as a trusted adviser, not a brochure.
2) Build earned authority with spokespeople who sound human
Policy developments of this scale drive sustained demand for expert commentary. Credible voices are those who respond quickly, interpret changes clearly, and offer forward-looking insight.
Manufacturers should use different spokespeople for different audiences:
- Technical experts: Explain what works where and highlight new regulatory or installation requirements.
- Customer case studies: Share what the journey looks like and highlight support available.
- Market and industry leaders: Show how the sector can scale responsibly and maintain quality.
Sometimes, the most credible voices aren’t the CEO, they could be an engineering lead explaining practical solutions or a customer service manager sharing honest insights about the post-installation experience. The focus should always be on evidence, not empty soundbites.
3) Reframe the narrative around outcomes, evidence and delivery
Historically, heat pumps and solar panels have been marketed on specs and performance. As adoption scales, competitive advantage will increasingly come from demonstrable outcomes and delivery capability. Manufacturers should highlight:
- Measurable energy and cost savings
- Real installation scenarios across varied property types
- Before-and-after energy performance data
- Transparent timelines and cost frameworks
Case studies should be relatable, honest, and specific, reflecting different home types, budgets, and retrofit complexities. The goal is credible proof of operational excellence, not just sentiment-led storytelling.
An opportunity not to be missed for HVAC manufacturers
The Warm Homes Plan will increase public awareness and consideration of heat pumps, solar panels, and batteries. With over 2.7 million households in fuel poverty in England, the plan isn’t just about climate, it’s about making a real social impact.
The government aims to scale heat pump installs to over 450,000 per year by 2030, meaning demand will outstrip supply, and trusted communications will be pivotal.
Manufacturers who win will make the switching journey feel simple. They’ll translate policy into clarity, focus on outcomes rather than features, and prove trust at scale through quality installations, aftercare, and clear communication.
This is a rare moment where national policy creates a tangible market opportunity. Manufacturers who act strategically with PR and marketing now can position themselves as leaders in the transition to low-carbon homes.
If you’d like to discuss how our built environment team can help tell your story in this evolving market, get in touch today.