The trust factor: why Middy’s is bringing science to electrification

• Middy’s new Energy Trust tool helps end customers better understand power consumption
• In turn, it provides accurate information from which contractors can then talk solar, EV chargers, heat pumps and more
• By understanding the whole picture, it enables contractors to build even more trust with their clients

For everyone involved in the electrical trade, service, value and trust come right at the top of the priority list.

If brands deliver service, value and trust, the orders will keep on coming. For contractors, it’s a surefire way of winning repeat business, while for wholesalers, providing quality, trustworthy service and additional value strengthens and adds depth to the relationship with contractors.

“At Middy’s, we have the tagline ‘Middy’s offers you more’. We’re always looking for new and different ways to offer more value to our contractors, so in turn, they can offer more value to their customers, too,” says Lucas Ramsay, Business Development Manager at Middy’s.

As Australia’s largest independent wholesaler, with more than 100 branches across the country, Middy’s has an exceptionally strong track record, and a new addition to its offering – its EnergyTrust tool – is creating a new way they’re able to help contractors offer more value to their clients, too.

EnergyTrust – the lowdown

With more and more homes and businesses moving away from gas to go fully electric, an increasing number of consumers want a holistic view of their setup. After all, to make informed decisions with confidence, you need the right information from a source you believe in.

For Middy’s, that’s where EnergyTrust comes in.

A web-based tool, EnergyTrust takes a customer’s energy bill to understand the consumption profile. It can map a whole house or business, including gas appliances and electric vehicles, to understand electricity consumption and the optimal solution for the future.

“We even include the vehicle they drive – so, if it’s petrol, diesel or electric, how many kilometres they’re driving, and how much they spend on servicing,” explains Lucas.

“That way, we get an incredibly accurate picture of their real energy consumption, and suggest the products – solar, EV chargers, heat pumps, hot water service, and so on.

“It’s a much more holistic and all-encompassing approach to electrification and gives our contractors the opportunity to branch out from just doing solar to doing batteries or teaming up with a plumber to do heat pumps and air conditioners.”

The key benefit for contractors here is that EnergyTrust brings a level of science to solar. After all, it can sometimes be less in-depth calculations, and more finger-in-the-air estimations when it comes to recommending the size of solar power you might need.

“Sometimes, that conversation can be based on what the customer can pay rather than what the customer needs,” says Lucas.

“This tool enables contractors to provide customers with the insights and data to demonstrate the impact solar can have, and how complementary products can benefit the whole setup, too.”

Creating a point of difference for electrical contractors

While some contractors are making use of solar quoting products, the downside to that is they’re often using the same program to quote. The same recommendations are given, and the same products listed, meaning it very quickly becomes a price contest.

In addition, EnergyTrust software will also design the rooftop solar, meaning contractors save on subscription costs for software that helps them do that. Throw in bill switching – the software will also recommend the most cost-effective energy retailer to be with for the recommended setup at the individual property – and it’s easy to see why contractors are making good use of this new string to Middy’s bow.

“The interesting thing we’ve seen from people using the platform to date is that the contractors using it are selling larger solar and more additional appliances than they were previously,” says Lucas.

“It might be solar, battery and an EV charger, or solar and heat pumps – the holistic approach it enables gives end customers the confidence that they’re investing in the very best solution, at the right time.”

It’s not just a solution for customers who don’t yet have solar, however. The EnergyTrust tool can be just as useful for residential and commercial properties already set up.

“We can use interval data from the retailer to understand exactly how they’ve consumed power over the last 365 days. We can upload that data and create the energy profile of the property, which helps us understand if they’re still drawing power from the grid when the solar’s at its maximum, and, therefore, if there might be an opportunity to increase the size of the installation.

“Alternatively, they may be producing a lot of solar power but pulling a lot from the grid at night, in which case, a battery could be beneficial.”

Ultimately, however, the introduction of EnergyTrust is just the latest of a number of innovations and additions that strengthen Middy’s offering for contractors.

“It’s really about providing the tools and platforms to help our contractor customers grow and expand their businesses,” says Lucas.

And if you can do that, customers will keep on coming back – time and time again.