PHAM NEWS | FEBRUARY 2026 DomesticBoilers 27


How to build trust with customers


By providing guidance on government policies and the transition away from fossil-fuel boilers, installers can build trust with customers and also advise them about some of the alternative technologies available – including battery powered boilers. Craig Wilkinson, co-founder of Luthmore, explains more.


2025 net zero target appears to be going down. In July last year, the annual DESNZ Public Aff airs Tracker found that adult awareness slightly decreased (from 91% to 89%) between Winter 2024 and Spring 2025. Customers who are aware


W


are bewildered, as our own research shows. Speaking to UK consumers last August, we found that over half (53%) of them are confused by the government’s legal mandates on gas boiler phase-outs. Nearly a fi fth of them (18%) don’t know what the phase out is at all and over half (51%) say their knowledge of sustainable heating options is minimal or non-existent. It’s possible that the


confusion has been made worse by the many rumours that circulated ahead of the Autumn Budget, particularly around heat pumps and their role in the UK’s path to Net Zero. With the Warm Homes Plan now released, confi rming electricity cost reductions, stronger backing for low carbon heating, and the Future Homes Standard coming this year, there is at least clearer policy direction than consumers have had in years. But clarity on paper is not the same as clarity for homeowners, and many will still feel overwhelmed. Low carbon heating remains


central to the UK’s energy future, and the Warm Homes Plan’s commitments signal the government’s intent to accelerate adoption. Measures such as expanding support for clean heat technologies are encouraging steps. Heat pumps will, of course, play a


Craig Wilkinson Co-founder of Luthmore


BY NUMBERS 91%


The percentage of consumers who expect installers to be up to date with laws regarding heating and housing


53%


Over half of consumers admit to be confused about the government’s legal mandates on gas boiler phase outs


2%


There has been a 2% drop in the number of UK adults aware of the government’s net zero target


51%


Over half of consumers say their knowledge of sustainable heating options is minimal


orryingly, customer awareness of the UK government’s


 Bath MP Wera Hobhouse recently visited Luthmore’s production facility and praised the company for its ‘drive and vision to decarbonise heat in an aff ordable and accessible way’


major role, but the plan also implicitly acknowledges that a mix of technologies is needed – particularly for homes where heat pumps are impractical due to space constraints, fabric limitations or disruption. This acknowledgment is


crucial to driving momentum. But without customer understanding of policy and the full range of solutions available, eff orts will be futile. This creates both challenges and opportunity, for installers.


Impartial advisors The Energy Saving Trust has called for a roadmap of impartial trusted energy advice for consumers and ensuring these households have access to impartial trusted energy advice will become increasingly important as low carbon heat is rolled out. Our own research found that


a whopping 91% of consumers expect installers to be up to date with laws regarding heating/housing, and how it could impact their purchase decisions. They have a real role to play in providing customers with clarity around the changes, and the full breadth of sustainable heating options out there. Those who can balance technical information with emotional reassurance, and impartial advice, will be able to build long-term trust with their customers. As much as policy


translation, and in-depth sustainable solution knowledge, is empowering for both installer and customer, it takes time and eff ort to understand. Frequency of policy shifts,


misinformation and ongoing technology debates increase complexity and confusion. It takes time, too, to upskill and educate teams on new technologies, but if installers aren’t confi dent in policy, and what it means, then nor will the consumer be. This is where installers can expect and, if necessary, ask more of manufacturers.


Policy guidance Installers should be able to call on the manufacturers of new technologies to do the heavy lifting when it comes to policy guidance. Manufacturers should provide practical, jargon-free guidance that simplifi es policy and explains the specifi c problems that their solution solves. They should be able to answer questions such as how their solution meets policy, its cost to install and run, and the suitability of the solution for diff erent housing types. At Luthmore, for example,


we’re committed to supporting installers in their evolved role of trusted advisor by providing free training, encompassing the specifi c challenges our boiler is designed to tackle. Its compact size, battery enabled design and plug and play installation approach make it a practical alternative to gas, particularly in homes where heat pumps are an impractical choice. Installers should ensure


manufacturers are packaging up their guidance for use in customer conversations.


Practical steps To transform into policy translators for clients, and reap the business benefi ts without causing huge time drains, installers should look to: • Build a simple way of


staying informed on policy updates into daily routine. This could be listening to a podcast while driving between jobs, such as The Net Zero Heating Show or BetaTalk • Use manufacturer


resources to translate complex information into layperson terms that clients will understand • Proactively address any


customer misconceptions when they arise. Use emotional intelligence to reassure customers and drive sustainable technology adoption • Work towards building


policy translation into consultation processes, and therefore, include it in quoting.


Clear path forward With the cost of living at the forefront of many minds in the UK, consumers need help to understand and navigate the options at their disposal. They’ll be grateful to those they can trust to help them make reliable, cost eff ective, and ultimately more sustainable decisions. The Warm Homes Plan


signals a strong government focus on clean heat and consumer choice, but this only increases the pressure on installers to help householders understand what that choice means in practice. This guidance relies on clarity over complexity. Installers should be able


to call upon manufacturers for policy simplifi cation, solutions education and practical support, ensuring they have the confi dence to guide customers towards decisions that are right for them, and right for the path to Net Zero. ◼ phamnews.co.uk/226/38


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