Project background

The Electrify 2515 Community Pilot aims to create an electric future within a real-world community. Initiated by residents in the 2515 postcode area and driven by Rewiring Australia, Brighte, and Endeavour Energy, the project provides households with subsidies, support, and technology to reduce emissions and energy bills. By studying the installation journey and gathering data, the pilot provides research to accelerate Australia’s transition to a smart, electric future. Key objectives include demonstrating ‘home energy management system’ (HEMS) technology capabilities, evaluating consumer behaviour, and quantifying electrification impacts on the local network.

As of 14 November 2024, more than 250 applications have been received for the pilot. Achievements to date include the selection of ten trial participants with older solar and battery systems to test retrofit interoperability. Ten HEMS units from three different models—Clipsal Cortex, Catch Control, and Combined Energy’s Energy Management Unit—were installed. Additionally, seven local installers were identified, onboarded, and trained prior to delivering these initial trial installations.

Executive summary

The project has identified several early learnings from its initial recruitment and installation phases. Community engagement and local messaging have been instrumental in building trust and enthusiasm, leading to high early application rates. However, households still require better access to trusted information and decision support, as many remain confused about how to proceed with electric upgrades. Vulnerable cohorts, including renters and strata residents, are currently under-represented and require targeted recruitment strategies. Furthermore, the industry term ‘HEMS’ is not widely understood by the public, and the installation market remains immature, necessitating specialised training for the workforce.

Topic: households

Interest in the pilot has been exceptionally strong, with over 1/3 of occupied households (more than 1,500) expressing interest prior to the project’s formal funding. Applications so far reflect a balanced mixture of the community, with income levels and employment statuses aligning with local census data. This success is attributed to a sustained, volunteer-led community campaign active since 2022, which included a solar rollout programme resulting in over 100 installations. Clear communication regarding financial payback and straightforward subsidies has also been essential; approximately 25% of applicants indicated they would consider a loan for electric appliances, while 24% were unsure.

Despite the high interest, many households find the electrification process complex and express a lack of trust in installers or government bodies. Conversations revealed that the negative impacts of gas are often underestimated, with many perceiving it as ‘clean’ despite its carbon emissions. Applications show strong demand for batteries (74%) and electric vehicle chargers (52%), alongside a high preference for hot water heat pumps (n=110) over resistive electric heating (n=8). The report recommends providing trusted, independent household advice and enhancing public education on the true impacts of gas to facilitate broader uptake.

Apartments and rental properties are currently under-represented in the pilot. Rental properties account for only 2.5% of applications compared to 19% in census data. Barriers include the well-documented split incentive for rental properties and the challenges of navigating strata processes. Future plans involve developing dedicated materials and engaging with real estate agents and owners’ corporations to better reach these cohorts.

Topic: ‘HEMS’ technologies

Initial engagement showed that the public does not know what a ‘HEMS’ is, despite it being a standard industry term. To address this, the pilot will trial the term ‘smart energy device’ accompanied by a phone icon. A market review found that while most HEMS are capable of monitoring energy, many lack load control capabilities. The pilot is trialling three devices with both monitoring and control abilities. A significant technical challenge is that appliances with cloud-based controls often restrict integration, whereas those configured for local control are more easily harnessed. The report advocates for standardised, open-source communications protocols to maximise load flexibility.

Topic: HEMS installation

The HEMS installation market is still developing. Most installers are familiar with individual appliance controls but lack experience in coordinating an entire home energy ecosystem. Retrofitting HEMS requires detailed knowledge of existing appliances; while household-supplied photos can help, site inspections are a more reliable, though costly, method. Pricing for supply and installation has proven highly variable, with an average accepted quote of around $1,800 but a range of more than $2,000 between the lowest and highest quotes. Future efforts will focus on price convergence and providing installers with both generic education on energy optimisation and detailed training on specific HEMS products.

Conclusion

The pilot’s first stage confirms that householders need trusted, long-term information to understand electric appliance benefits. While installers are currently inexperienced with HEMS, early evidence suggests they can learn quickly. The next step is to identify the next 50 households for participation in December 2024, with installations scheduled between January and April 2025. Data from the initial trial households will be used to inform an iterative learning cycle for future project stages.