Most high-performance contractors assume price is the top barrier for homeowners considering a project. After assessing surveys from thousands of homeowners across the country, the data tells a different story. Join guest presenters Bill Hoelzer Principal at Volta Strategies and Dr. Reuven Sussman, director of ACEEE's Behavior, Health and Human Dimensions program for this informational session that breaks down the gap between what contractors think matters most to buyers and what actually drives their decisions. Attendees will leave with practical buyer personas, a survey template to learn from their own customers, and a clearer picture of what really moves their best customers to say yes.