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

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 due to lower operating costs.

TV programs often set unrealistic cost expectations leading consumers to choose a lowest cost proposal. 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. People don't want to pay more for quality plumbing, electrical, etc. because it cannot be seen, and the sense is that if water comes out of the tap and the lights turn on without causing a flood or a fire, everything must be fine… why pay more? The existence of multiple home performance programs in the marketplace confuses consumers.