Strategy Notebook

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2026 Experiment: What will it take to connect with J-51 eligible bldgs?

Steps outlined at July 2026 Offsite

  • Send mailings (assumption: buildings not logged in)
  • See who clicks on buttons for quotes or to buy
  • Outbound email to owners / bldgs on the platform
  • We give lenders a sell sheet showing how we QB the whole process + a target list with loan size of their borrowers, to see if they're willing to get us in front of their borrowers

Goal

By the time J-51 passes City Council, we should have a list of 25 building owner/managers that have expressed interest in seeing C15 retrofit service options to take advantage of J-51.

Proposed Steps

Task Lead Target Date
Refine data approach to identify priority groups of potential buildings: All J-51 eligible, All time-limited J-51 eligible (may lose eligibility soon), All expected 2030 fine Room heat pump candidates Robin August 20
Draft messages and call to action and get internal feedback. Decide on testing approach - multiple messages to compare or clear best Marc August 20
Figure out email blast logistics including contacts for buildings not in Momentum Jon w/ Bomee help August 20
Send first email blast Jon w/ Bomee help September 9
Analyze initial results/respond Jon September 23
Revise target analysis if needed Robin October 15
Revise messages if needed Marc October 15
Send second email blast Jon October 31
Analyze results, decide next steps All November 15

Tension/Question

We want to move fast/ be ready to get in front of owners as soon as J-51 passes. At the same time we need to be cognizant of our reputation and making sure to deliver value in communications. We can set expectations in communication about when our solution will be ready, but if we assemble a list and gauge interest this Fall we should be ready with a solution by early 2027 if not sooner.

What work needs to happen in parallel with this experiment so we are ready with a valuable MVP solution in early 2027?