• Consumers don't understand what is required for a quality job and don't appreciate the value in improving home performance. Consumers often make their decisions around cosmetic or functional upgrades, with little thought to improving energy efficiency, envelope upgrades, or building science issues. Educating them regarding efficiency options, needed performance improvements, the need to comply with regulations, potential for hazardous materials, and basic building science at this point is extremely challenging.

• Homeowners are not educated on the benefits of high-performance windows and complex technical language is used to communicate the benefits and differences (e.g. the meaning of certified versus uncertified, or U-value).

• There is nowhere for the homeowner to go for real, unbiased advice that is trustworthy, clear and relevant.

• Too often consumers select a contractor based on low cost rather than value and quality. Consumers face conflicts between their wants, needs, and available budget. Many do not understand that cost-effective home performance upgrades can actually improve affordability dueto lower operating costs.

• TV programs often set unrealistic cost expectations, leading consumers to choose lowest-cost proposals. They may also over-simplify the renovation process, leading to people believing that they can do it themselves or that they don't need skilled labour to do the job.

• The existence of multiple home performance programs in the marketplace is confusing for consumers.