What helps residents take action on home upgrades?
Demand for retrofit develops before someone decides to improve their home. Understanding what helps people reach that point is essential to designing effective support.
Understanding Demand for Retrofit brings together research on resident decision-making. It examines why interest does not always lead to action and the conditions people need before they can proceed.
NRH’s Driving Uptake Working Group developed this literature review with support from The MCS Foundation. Published in July 2025, it provides a framework for thinking about engagement throughout the resident journey.
View or download the review below to explore the evidence and consider what it means for your approach.
Four components that shape demand for retrofit
The review identifies four connected components:
- Awareness: Understanding why improvements are needed and knowing what support exists.
- Attitude: How residents feel about the proposed improvements and the organisations involved.
- Ability: Having the means and practical support to proceed.
- Appropriate trigger point: An event that makes taking action feel necessary or timely.
These components help explain why providing information alone does not always lead to uptake. Someone can recognise the benefits but still face barriers that prevent work proceeding.
Who is this review for?
The review supports people designing retrofit programmes or communicating with residents. Local authorities and housing providers can use it to examine their engagement approach. It also offers a starting point for advice organisations and communications teams.
Use the framework to ask where residents need support. For example, does your programme help people understand their options, and can they access the help needed to act?
Retrofit Communications Directory
Alongside the review, the Retrofit Communications Directory brings together resources to support engagement throughout the retrofit journey.
Explore examples and practical materials to inform your own communications. Use the filters to narrow the entries, or select the search icon at the top right to find a topic. For a larger view, select the expand option at the bottom right.
Share a communications resource
Have you created or found something that helps people understand retrofit or engage with home improvements?
We welcome resources that:
- Support engagement with residents or people working closely with them.
- Use language householders can understand.
- Offer practical, evidence-based guidance.
- Are available online and free to access.
To suggest a resource, email NRH with a short description and a link. We review submissions against the directory’s inclusion criteria.
Acknowledgements
Cara Holmes authored the review as NRH Technical Programme Manager while on secondment from Citizens Advice.
We thank the Driving Uptake Working Group participants, the literature review Task and Finish Group and co-creators for their contributions. The MCS Foundation supported this work.
Frequently asked questions
What does demand for retrofit mean?
Demand for retrofit concerns residents’ readiness and ability to undertake home improvements. The review considers the conditions that shape this, rather than focusing only on the final decision.
Why does awareness not always lead to action?
Residents can understand the benefits while lacking the means to proceed. They might also need trusted support or a suitable opportunity to undertake the work.
How can I use the review?
Use its framework to examine your resident journey and identify where support is missing. It can inform programme planning as well as communications.
What is the Retrofit Communications Directory?
It is a collection of resources supporting retrofit engagement. Use it alongside the literature review to find materials that inform your work with residents.
RETROFIT COMMUNICATIONS DIRECTORY
Alongside our literature review, we’re excited to launch the Retrofit Communications Directory – a growing bank of resources designed to support stakeholder engagement throughout the retrofit journey.
Whether you’re looking for case studies, practical guides, or creative campaign ideas, this directory brings together tools and insights to help you communicate retrofit effectively and meaningfully.
This is a living resource that will continue to evolve over time as new insights and materials emerge.
SHARE YOUR RESOURCE
Do you have a resource that could help others communicate retrofit more effectively?
Our Communications Directory is a growing collection of guides, case studies, videos, and tools designed to support retrofit engagement – especially with residents. If you’ve created or know of a resource that could help others explain, promote, or engage on retrofit, we would love to hear from you.
We welcome submissions that:
Focus on engaging residents or those working closely with them
Share knowledge in a way that can be easily accessed and understood by householders
Provide practical, clear, and evidence-based insights or tools
Are accessible online and free to view or download
If you would like to suggest a resource, email us at info@nationalretrofithub.org.uk with a brief description and a link. We review all submissions against our inclusion criteria and will let you know if it can be added.
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