Philipp, 42
Living situation
- Age: 42
- Political affiliation: Centre
- Type of innovation adaptation: Late majority
- Professional and financial situation
- Job Opening: Master Craftsman in Plumbing and Heating Technology (HWK) / Full-time
- Household income: 50 400 € to 69 600 € Euro
- Highest level of education: Vocational training (journeyman / master craftsman)
- Housing situation
- Place of residence: Landshut
- Region: Bavaria
- Type of residence: Freehold house
- Marital status
- Married
- Household size
- 3 persons
- Effects of economic circumstances
- My cost of living has risen noticeably
- I have tried to spend less money
Personal characteristics & attitudes
- Hobbies and interests
- Outdoor activities
- Cooking/baking
- Travel
- Pets
- DIY, arts & crafts
- Important aspects of life and values
- Lead an honest and respectable life
- A happy relationship
- Security
- Attitude towards innovation
- I only buy new technologies when they have been proven in practice
- The products I buy must meet the highest standards
- Food attitudes
- I actively try to eat healthy
- I avoid artificial flavorings and preservatives
- Attitudes towards digital media
- Best picture and sound quality is important to me
- I prefer platforms that give personalized recommendations.
- I prefer to subscribe to a bundle of streaming services
- Attitudes towards personal finances
- I am well informed about my financial situation
- I could imagine handling all financial matters exclusively online
- If the service is good, I am happy to pay for account management and transactions.
- I'm worried about my financial future
- Internet settings
- It's important for me to have mobile Internet access wherever I am.
- Attitudes towards services
- I prefer services with personal contact
- Attitudes to travel
- I want to experience something unique when travelling
- I like being in nature when I travel
- Settings for consumer electronics
- When choosing electronic devices, I pay a lot of attention to their energy efficiency
- Settings for insurances
- I am well informed about my personal insurance contracts
- I trust my insurance company to take care of my claims.
Philipp in detail
Person and Character
Philipp is 42 years old, married, and lives with his wife Sandra and their 10-year-old daughter in a home they own in Landshut, Bavaria—a single-family home built in 1998 with approximately 140 square meters of living space, situated on a 600-square-meter lot in a quiet residential neighborhood on the outskirts of town. As a master plumber and heating engineer (HWK), he works full-time at a regional HVAC company. Sandra works part-time in the administration department of a car dealership. Together, they have a household income in the upper middle range—enough to live comfortably, but not enough to pay for a complete renovation out of pocket. Philipp identifies as politically centrist, tends to be a late adopter of innovations, and clearly feels that the cost of living has risen in recent years. He has therefore started to be more mindful about how he spends his money.
Philipp embodies a down-to-earth, pragmatic homeowner whose understanding of security is strongly shaped by the condition and value of his property. The house is more than just a place to live—it is retirement planning, a family home, and an emotional anchor all at once. Through his work, Philipp knows what can go wrong with buildings: an outdated heating system, poorly insulated exterior walls, and drafty windows. Every day, he installs modern heating systems for customers and sees what modernization can achieve—and what it costs. It is precisely this knowledge that makes him, on the one hand, more informed than many other homeowners, but on the other hand, also more cautious: he knows the prices, is aware of the pitfalls during implementation, and realistically assesses risks.
Philipp is reliable, conscientious, and quality-conscious. He only buys new technologies once they have proven themselves in practice—he’s been observing his neighbor’s heat pump for two winters before even considering one himself. The products he buys must meet the highest standards. He’s not averse to technology, but he’s not an early adopter either: when he invests, he does so thoroughly and does it right the first time. Impulse buys aren’t his thing—Philipp compares options, reads customer reviews, gets quotes, and talks to fellow tradespeople before making a decision.
In his daily life, Philipp uses his iPhone regularly—for news, YouTube videos, controlling his existing solar power system, and occasionally booking accommodations while traveling. High-quality video and audio are important to him; he prefers personalized platforms and has subscribed to a streaming bundle. He is aware of his financial situation and could imagine handling financial matters online—but at the same time, he worries about his financial future. If the service is right, he is also willing to pay for account management. Having mobile internet everywhere is important to him—but when it comes to important decisions like financing a home renovation, he prefers services that involve personal contact.
In his personal life, Philipp finds balance in nature: hiking and biking with his family, gardening on the weekends, and occasional fishing trips. He enjoys cooking—preferably with seasonal and regional ingredients—and actively strives to eat healthily, avoiding artificial flavors and preservatives. DIY and crafts are not just a profession but also a passion: on free Saturdays, he works on the house, builds shelves, or tends to the patio. When traveling, he wants to experience something unique and prefers to be in nature—long-distance trips are rare, but a summer vacation in the Alps or on the Adriatic is firmly planned. He books accommodations in advance, but sometimes rents a car spontaneously via smartphone.
Life circumstances and triggers
Philipp’s house is now 27 years old. The gas heating system has been running since the house was built and is nearing the end of its economic lifespan. The windows are still the originals—double-glazed, but energy-inefficient. The exterior has been painted once, but never insulated. Philipp sees all of this—every day when he comes home from work. What specifically motivates him to take action is a combination of three factors:
The immediate concern: The heating system is becoming increasingly prone to breakdowns. During the last maintenance visit, the technician’s recommendation was clear: “One or two more winters, and then things will get critical.”
Energy costs: Monthly gas bills have nearly doubled over the past three years. Philipp sees the usage every day and feels the strain on the family budget.
Preserving value: Philipp knows that an unrenovated house is worth significantly less on the market—and he plans to eventually pass the property on to his daughter. He doesn’t want to leave her with a property that needs renovating.
Pressure to decide: From latent to acute. The heating system requires action within the next one to two years. Windows and insulation are on the “to-do” list, but will likely be addressed in a second phase. The perceived urgency is high for the heating system, moderate for thermal insulation, and low for cosmetic improvements.
Planned measures: New heating system (heat pump as the most likely option), thermal insulation, new windows, and possibly an expansion of the solar power system—a total modernization cost that Philipp estimates at between 40,000 and 70,000 euros.
Motivations, Goals, and Obstacles
Motives and Goals
Philip's motivation is a mix of rational calculation and emotional attachment to his home:
Improving the quality of home and life: The goal is to make the house more beautiful, more comfortable, and warmer. When Philipp sits in the living room in the evening and feels a draft coming through the windows, he doesn’t think about energy efficiency ratings—he thinks that things simply have to be better.
Cutting energy costs: Philipp wants to reduce his monthly expenses—not just eventually, but in a measurable and timely way. Every month, he calculates how much his old gas heating system is costing him.
Preserving the property's value: For Philipp, the house is a long-term project. He's thinking ahead—he wants to leave his daughter a well-maintained home, not one in need of renovation.
Contributing to environmental protection: Not the primary motivation, but a positive side effect that’s important to Philipp. He would never cite it as the main reason, but it feels good to be doing the right thing.
Predictability: Philipp wants to know exactly how much he’ll pay each month—for years to come. Fixed interest rates and predictable payments are essential to him. Unexpected surprises with financing are his worst nightmare.
Concerns, obstacles, and barriers
Costs: That’s the biggest hurdle. Philipp has only just paid off his first mortgage. The idea of taking out another five-figure loan for the renovation feels like a step backward—even though he knows it will pay off in the long run.
Cost-benefit ratio: Philipp wonders, “Is it even worth it before my daughter moves out?” He doesn’t want to invest a single euro unless he can clearly quantify the benefit.
Fear of debt: Taking out a new loan right after paying off a mortgage—it just feels wrong. Philipp has a deep desire to be debt-free.
Shortage of tradespeople: Philipp knows the reality from both sides. He knows that waiting times of three to six months are normal, that good tradespeople are fully booked, and that shoddy work is more expensive than no work at all.
The subsidy jungle: Philipp suspects that subsidies exist—but he finds the application process time-consuming, the requirements hard to understand, and the subsidy itself not attractive enough. The rules change every year, and by the time his application is approved, new ones may already be in effect.
Uncertainty about which technology to choose: heat pump, pellets, or a hybrid solution? Philipp is technically savvy, but the wide range of options and conflicting information are making him feel uncertain. He wants a clear recommendation—not a smorgasbord of possibilities.
Emotional hurdle: The idea of living on a construction site for months on end is daunting. Sandra isn’t thrilled when he starts talking about the “big project.” The effort involved in planning and execution is an underestimated obstacle.
Decision-making and investment logic
Philip's decision-making process is methodical, but not quick. It typically takes him 12 to 18 months from the initial serious consideration to placing an order—shorter for heating projects, longer for a complete renovation.
Time horizon
Phase 1 (now through 12 months): Boiler replacement – urgent action required. The old gas boiler must be replaced before it breaks down next winter.
Phase 2 (12–36 months): Insulation, windows—if the budget allows. Philipp wants the whole package, but not all at once.
Phase 3 (long-term): Accessibility, age-appropriate renovations – not yet on the agenda, but something to keep in mind. Philipp thinks in terms of decades.
Funding Strategy
Philipp plans to rely primarily on his own funds. He intends to use the reserves he has built up over the past few years as a foundation—he aims to cover at least 40 percent of the total costs with his own money. He also plans to take advantage of government grants. To cover the remaining amount, he will draw on his home savings account, which he has been contributing to for 15 years and is about to receive the funds from. If necessary, he will supplement this with a loan or a mortgage—but only if the interest rate is right.
When it comes to structuring his financing, the lowest possible interest rate is his top priority, followed by the lowest possible monthly payment. A long-term fixed-rate period gives him a sense of control.
The Role of Consulting
For Philipp, seeking advice isn’t a luxury—it’s a necessary safeguard. He first turns to his VR-Bank or Sparkasse, does some research online at the same time, and gets an assessment from an energy consultant. He also takes advice from his fellow tradespeople and—as a final step before signing—seeks the opinions of friends and family.
Philipp trusts the advice from his network of tradespeople, but when it comes to financing, he wants a professional who understands the landscape of available grants and will honestly tell him what’s worth pursuing and what isn’t. He values personal consultation, combined with the ability to look up details online.
Media and Information Behavior
Early stage – Orientation, passive reception
Philipp “stumbles upon” content that interests him—he isn’t actively searching for it yet. On TV, he watches ARD, ZDF, and n-tv, where reports on the energy transition and renovation examples catch his attention. On YouTube, he follows DIY channels and watches user reviews of heat pumps and before-and-after videos. He reads along in Facebook groups—local DIY communities, discussions about subsidy programs. He listens to podcasts on science and technology, cars, and occasionally business topics. But what convinces him most are the neighbors and colleagues who have already renovated—experiences from his social circle are his strongest motivator. He still flips through the weekly newspaper, especially special supplements on building and living.
Specification phase – actively searching, comparing
Now Philipp is taking a systematic approach. He does targeted Google searches: “Heat pump costs 2026,” “KfW subsidy for heating system replacement,” “home improvement savings plan for modernization.” He compares products and prices in online stores and on comparison sites. He systematically reads customer reviews—they’re indispensable to him. In specialist forums like Haustechnikdialog or the Photovoltaikforum, he exchanges ideas with other homeowners. And he goes to the home improvement store or the HVAC wholesaler—he wants to see and touch products before he buys. At this stage, Philipp wants facts, not empty phrases.
Decision-making phase – Guidance, Trust, Protection
Now it’s time for personal consultations: the bank, the building society, the energy consultant. Philipp seeks final reassurance from friends and acquaintances. The approach is based on trust, concrete, and to the point.
What overwhelms Philipp: conflicting information about grants—“the rules change every year.” Technical jargon without practical context. Too many options without clear recommendations.
What builds trust: Recommendations from neighbors and real-life renovation examples. Transparent cost estimates with no hidden fees. Local contractors who can get to you quickly. One-stop solutions.
Social Media and Advertising
Philipp uses YouTube for instructional videos and tech reviews, Facebook for groups and neighborhood discussions, Instagram mainly for inspiration, and TikTok occasionally for entertainment. He sends private messages, comments on posts, and likes content. Online, he talks about household matters, health, food, social issues, and technology. He follows influencers in the fields of science and technology, business, health, and sports.
Philipp often finds online ads annoying. Digitally, he’s exposed to ads via social media, search engines, and online stores—and non-digitally through TV commercials, in-store displays, radio, and traditional direct mail. A well-designed flyer featuring specific renovation examples and a link to a subsidy calculator won’t be thrown away immediately by Philipp.
Views on financing, funding, and BSH’s business areas
Financing
When it comes to financing a home renovation, Philipp has clear priorities: equity first, then a home savings plan, then government subsidies, and finally—if necessary—a loan. His savings are meant to form the foundation. His home savings contract with Schwäbisch Hall, arranged through his VR-Bank advisor, is about to be allocated—and that’s exactly what it was intended for. For him, home savings mean planning security and interest rate security, not returns. He definitely wants to apply for subsidies, but finds the process bureaucratic and confusing. A subsidy guarantee would be one of the most important decision-making criteria for him.
Attitude toward home savings
For Philipp, a home savings plan isn’t just some abstract financial product—it’s a practical tool for his life goals. He values the certainty of the interest rate—he wants to know exactly how much he’ll be paying in ten years. He appreciates the predictability of fixed payments with no interest rate risk, the option to make extra payments, and the way the plan combines saving and financing in a single system.
What bothers him: excessively long wait times before funds are released, too little interest on savings during the accumulation phase, and the perception that home savings plans are considered “old-fashioned.” He himself takes a pragmatic view: “Home savings plans are just right for renovations.”
Attitude toward mortgage financing
Philipp would consider a traditional mortgage if his home savings account balance isn't sufficient. His priorities: a low interest rate, a long fixed-rate period, and a low down payment—in that exact order. He would prefer a government-subsidized loan over a traditional bank loan.
Use of financial products
Philipp has a home savings plan, a mortgage on his house, and a whole life insurance policy. He also keeps some cash on hand as a reserve, occasionally considers starting an ETF savings plan, and has a small investment in gold. Cryptocurrencies aren’t something he’s interested in—they’re too speculative and not tangible enough. He is reluctant to take out consumer loans, but he did agree to an installment plan for the family’s latest car.
What motivates Philipp—what drives him?
Values and Attitude
Philipp wants to lead a good, honest life—down-to-earth, without pretension, but with the knowledge that he is providing for his family. A happy relationship, security, and respectability are his core values. He expects companies and advisors to demonstrate the same integrity that he himself embodies: no empty promises, no hidden clauses, no high-pressure sales tactics. When it comes to electronic devices, he pays close attention to energy efficiency—not just out of environmental awareness, but because it makes economic sense. He is well-informed about his insurance policies and trusts his insurance company to handle his claims.
Goals
Philipp wants to design his home so that it will function for the next 20 years without requiring major renovations: energy-efficient, comfortable, and retaining its value. He’s taking a phased approach—not doing everything at once, but sequencing the work wisely and in line with his financial means. In the long term, he wants to live rent-free, pass the property on to his daughter, and have no financial worries in his old age.
Pain Points and Challenges
What really gets to Philipp is the feeling of losing control: costs spiraling out of control, grant approvals that vanish into thin air, contractor appointments that get rescheduled three times, and consultants who are more interested in selling than in advising. Every day, he sees just how complex a renovation can be—and how little the market is geared toward making it easy for homeowners. He finds the discrepancy between political promises and the reality of the subsidy jungle frustrating. The fact that existing homes are disadvantaged compared to new construction when it comes to subsidies feels like a personal injustice to him.
What messages resonate with Philipp?
Philipp responds to messages that address his dual role: He is technically knowledgeable but relies on support for financial and organizational matters. Persuasive arguments include:
“Here’s how to make your home ready for the next 20 years—and cut your energy costs by up to 40 percent in the process.” – Tangible benefits, measurable timeline.
“Heating, insulation, grant applications—we take care of everything so you can focus on your family.” – Peace of mind and a one-stop solution.
“That’s exactly what your home savings plan is for: low interest rates, no surprises, predictable payments.” – Home savings as a means to an end, not just a product.
“How to get the most out of KfW and BAFA – we prepare the application, you sign it.” – Funding assistance as a concrete service.
“What your neighbor has already accomplished: The Meier family from Moosburg completely renovated their house for 45,000 euros.” – For Philipp, real-life examples from the neighborhood are more compelling than any spec sheet.
Philipp is willing to pay for good advice and smooth execution—as long as the added value is clearly evident. At the same time, he expects efficiency: no endless back-and-forth, but a clear process with defined milestones.
Tone and response
What works
Factual, honest, direct—no sales talk, just plain language. Concrete figures and calculation examples, such as: “With an investment of 55,000 euros, your monthly payment will be 285 euros—less than your current gas bill.” Everyday language without financial jargon. Regional proximity: “Your local VR-Bank advisor knows the local contractors and subsidy programs.” Before-and-after photos – real, credible, with cost details. Checklists and roadmaps: “5 steps to energy-efficient renovation.”
Things to Avoid in Language and Visuals
No climate anxiety framing—Philipp is highly sensitive to moral pressure. No stock photos of shiny new buildings—his house was built in 1998, not in a model home village. No banking jargon – “terms and conditions within the scope of product design” is a phrase that makes Philipp tune out. No unrealistic promises – “renovation at no cost” immediately undermines credibility. No patronizing – Philipp knows what a heat pump is. He doesn’t need basic training, but concrete answers to his specific questions.
Level of complexity
Intermediate to advanced. Philipp has a better-than-average understanding of technical concepts. What he needs isn’t an explanation of how a heat pump works, but rather which specific model is suitable for his house (built in 1998, no underfloor heating, partially basemented)—and what that means in terms of cost.
Do’s and Don’ts for Sales and Marketing
Do’s
Renovation Calculator as a starting point: Philipp wants to know what to expect first—before he comes in for a consultation. Grant Navigator: an interactive tool that displays available grants based on ZIP code, year of construction, and type of project. Combined offers of home savings plans and renovation loans: one product, one advisor, one appointment. Peer testimonials: real renovation stories from the region—including costs, timelines, and results. Evening events and renovation workshops in cooperation with local tradespeople and energy consultants—accessible, informative, and non-binding. Grant service as a USP: “We’ll file the KfW application for you”—that alone can make all the difference. Contact through the local VR-Bank advisor: Philipp trusts his cooperative bank, not a call center. Radio show or podcast sponsorship in a regional context. Print mailings with a QR code to the digital subsidy calculator—Philipp doesn’t throw away well-designed flyers.
Don'ts
No cold calling – Philipp finds unannounced calls disrespectful. No aggressive online advertising – he’s annoyed by ads on the internet. No purely digital process – he wants to speak to a real person at some point, not a chatbot. No comparison sites as the main channel – Philipp trusts the VR advisor more than Check24. No product sales without a needs analysis – anyone who offers a loan right away without knowing the house loses Philipp’s trust. No political messages – Philipp has a clear opinion on the Heating Act and reacts irritably to moralizing. No one-time contact strategy – modernization is a process that takes months; Philipp needs an advisor who will guide him through multiple touchpoints.
Positioning in the Big Five model
Openness: 5 out of 10 – Interested, but cautious. Curious within familiar categories. Will only try new things if they have proven themselves. Not the experimental type.
Conscientiousness: 8 out of 10 – Diligent, quality-oriented, thorough, and orderly. Plans ahead and sticks to agreements. Expects the same from others.
Extraversion: 4 out of 10 – Generally quiet, but talkative in small groups. Professional and businesslike at work. Not a natural networker, but a valued source of advice among friends.
Compatibility: 7 out of 10 – Fair, cooperative, family-oriented, loyal. Expects honesty and respect—and returns both. Avoids conflict, but isn’t afraid to stand up against injustice.
Neuroticism: 5 out of 10 – Rock-solid, but not carefree. Worries about their financial future. Reacts with stress to uncertainty and a loss of control. Needs structure and reliability to feel at ease.
Media use & consumption
- Settings for online advertising
- I am often annoyed by advertising on the Internet
- Digital advertising touchpoints
- Social media
- Search engines
- Online shops
- Non-digital advertising touchpoints
- On TV
- Directly in store
- On the radio
- Direct mail / direct mail
- Use of publishing media (last 12 months)
- Books (Print)
- Weekly newspaper (print)
- Preferences for podcast content by genre
- Business and economy
- Science & Technology
- Health & Fitness
- Cars & Vehicles
- Preferences for films and series by genre
- Comedies
- Docs
- Sports
- Use of social media by brand
- YouTube
- TikTok
- Activities on social media
- Private messages sent
- Commented on posts
- Liked posts from other users or followed people
- Products/topics talked about online
- Household
- Health & Medicine
- Food & drink
- Social issues
- Computer, smartphone & technology
- Followed influencers by genre
- Business and economy
- Science & Technology
- Health & Fitness
- Sports
- Internet access by type
- Broadband (DSL, cable, ...)
- Internet usage by provider/brand
- Telecom
- Online shopping settings
- Before making a major purchase, I research online
- Customer reviews on the internet are very helpful
- I want to see and touch an item before I buy it
- Sources of inspiration for new products
- Search engines (such as Google)
- Online shops
- Friends and acquaintances
- Information sources for product research
- Online shops
- Customer reviews
- In store
- Friends and acquaintances
- Online forums
- Interest in product categories
- DIY + Garden Products
- Furniture + Home Goods
- Household appliances
- Cars
- Sports + Outdoor Products
- Smartphone by brand
- Apple
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