In the latest episode of the R-Value podcast, IDI's Ken Allison welcomes Peter Troast from Energy Circle. They discuss the critical, time-sensitive opportunity for insulation contractors with the 25C tax credit, which is confirmed to be ending after 2025. Troast explains how contractors can and should be creating a sense of urgency to get jobs scheduled and completed before the end of the year.

The conversation highlights the free marketing resources available through the "25C Means Business" program, sponsored by the North American Insulation Manufacturers Association (NAIMA). This program offers contractors professionally developed, urgency-focused marketing materials and even website support at no cost. Allison and Troast also explore the broader market shifts, including the decline in new construction and the corresponding opportunity in the retrofit market. They also cover the major changes in how homeowners find contractors due to the rise of AI in search engines and what contractors need to do to adapt.

• The 25C Tax Credit Ends This Year: The 25C tax credit is still available for projects completed in 2025, creating a powerful, scarcity-driven marketing message for contractors.
• Free Marketing with the "25C Means Business" Program: NAIMA is sponsoring a program that provides free content and web support to help contractors capitalize on the expiring tax credit.
• Pivoting to Retrofit Amidst New Construction Decline: With new housing starts facing a downturn, insulation contractors have a prime opportunity to diversify into the residential retrofit market.
• Adapting to AI in Customer Searches: Homeowner search habits are changing, shifting from keywords to conversational questions. Contractors must adapt their online content to this trend, a practice now known as "generative engine optimization.".
• New Lead Generation with Google's Local Services Ads: Google is expanding its pay-per-lead "Local Services Ads" platform to include insulation contractors, offering a new and effective marketing channel.