Contractor Marketing Guidelines

Contractor guidelines
  • Introduction
  • Approvals
  • Prohibited Practices
  • Logos & Icons
  • Messaging
  • Websites
  • Advertising
  • Press & Media
  • Third-Party Agencies
  • Telemarketing
  • Violations

Congratulations on becoming an authorized Ygrene contractor. Now that you’re official, we’d like to help you leverage the strength of the Ygrene brand in your marketing and promotional material to support and grow your business. This guide will help you express the Ygrene brand appropriately and accurately, and ensure your communications properly represent and remain compliant with Ygrene program requirements.

Introduction

Welcome to the Ygrene Contractor Marketing Brand & Editorial Style Guide. We created these guidelines to help you understand how to accurately and consistently represent the Ygrene brand in your company’s marketing communications, as well as how to incorporate Ygrene-approved content, logos and icons in relation to your own company brand.

This information is created for contractors and their representatives (employees, graphic designers, marketing companies, third-party agencies, etc.,) authorized to offer Ygrene financing, and applies across all communications referencing Ygrene PACE financing or bearing the Ygrene name, logo or icon.

Please keep in mind that adhering to these guidelines is a term of your Ygrene Contractor Participation Agreement. If you are found to be out of compliance with these guidelines (which includes these prohibited practices), Ygrene reserves the option to suspend or terminate your participation in the Ygrene program.

Only contractors authorized to offer Ygrene financing or third parties with specific written permission from Ygrene are granted the right to use Ygrene logos or icons on their materials as defined by these guidelines. All other parties who use the Ygrene logo or icons in their written materials, for advertising or otherwise, without explicit permission may be in violation of U. S. trademark laws.

Contractors failing to comply with or found in violation of the Ygrene Contractor Marketing Brand & Editorial Style Guide or the Ygrene Contractor Participation Agreement terms and conditions will be subject to disciplinary action as outlined in the Contractor Participation Agreement terms and conditions.

Approvals

All material bearing the Ygrene name, logo or icon must be reviewed and approved by the Ygrene Marketing Department. In certain cases, additional information regarding target audience and distribution may also be requested and evaluated. Please email proposed materials to contractormarketing@ygrene.com for review and approval. 

Materials which do not reference PACE financing or do not reference or include the Ygrene name, logo or icon do not need to be submitted for review. If you are uncertain about the need for review, please contact contractormarketing@ygrene.com.

Prohibited Practices

At Ygrene, we believe good marketing and advertising demonstrates integrity and transparency. Communications that mislead or misinform consumers are strictly prohibited. Ygrene has a zero-tolerance policy for the use of these tactics and any violation discovered will result in immediate suspension and/or termination from the Ygrene program. Such practices include:

  1. Unfair, false, deceptive, misleading, incomplete or inaccurate communications which misrepresent the Ygrene program. This includes any practice that violates any applicable federal, state and local laws or regulations.
  2. Suggesting that Ygrene PACE financing is a free government program or that improvements will “pay for themselves”. While PACE programs are enabled by state legislation and must be approved by local city and county governments, Ygrene is not a government program, nor is it free of cost.
  3. Describing Ygrene as a “lender” or Ygrene financing as a “loan.” Ygrene is not a bank or a lender, and PACE financing is not a traditional loan. Ygrene PACE financing functions as a special tax or assessment with annual payments incorporated into and repaid with property taxes.
  4. Offering tax advice.
     
You should not include language that promises PACE payments are tax deductible or infer such potential.
  5. Language that implies financing will transfer with absolute certainty. 
Ygrene financing is repaid with property taxes which legally transfers with the property, however, some mortgage lenders often do require full payoff of PACE financing upon sale or refinance.
  6. Marketing of products or services contractor does not perform or cannot fulfill.
  7. Misleading promotion of PACE-eligible improvements alongside non-eligible improvements.
    
Not permitted unless accompanied by the disclaimer: Not all improvements may be eligible for PACE financing.
  8. Use of fake checks, fake currency or vouchers.
  9. Implied endorsement from a city or county government body. 
You should not use fake or authentic city, county and government seals and logos.


Martillo Bad Letter
 

Martillo Bad Envelope

Ygrene Financing Icon

Authorized contractors are allowed to use the Ygrene financing icon in full color, PMS 382 and PMS 425, or reversed.

Color & Reversed Icon

PMS Color
 

Download the Ygrene financing logo:
Gray and green (.png) | (.eps)
White (.png) | (.eps)

Placement & Minimum Clear Space


To preserve legibility, the Ygrene icon should be placed on white backgrounds, or if using a colored background or on an image, it must be shown in reverse (white) and placed in the most visually clear area. Give the icon a little room to breathe. Allow at least .25” of white space around all sides.

Reversed Icon Usage
 
Icon Logo Spacing

Incorrect Logo & Icon Usage

To ensure consistent brand recognition, the Ygrene icon must be used and properly positioned within the material. The following examples apply to all Ygrene logos and icons.

Icon Usage

The Ygrene Message

We have made weaving Ygrene key messaging into your marketing material as simple and as straightforward as possible. Please select your state below and use language from the approved short and long messages blocks. You may also refer to the messaging found our website for additional approved content.

Message Blocks    Select your state

Ygrene makes home improvement financing fast and affordable. 

Short form: Award-winning Ygrene offers no money down financing for energy efficiency, renewable energy, seismic and water saving home improvements, conveniently repaid with your property taxes.1 

Long form: Award-winning Ygrene offers no money down property assessed clean energy (PACE) financing for energy efficiency, water conservation and renewable energy home improvements, conveniently repaid with your property taxes.1 A smart alternative to traditional financing, eligibility is based on the available equity in your home and your ability to pay, among other factors—not on your FICO score. Fixed rates and flexible terms up to 30 years are available are available depending on service area and type and estimated useful life of the improvement. 

  • No Money Down, 100% Financing
  • No Payment For Up to 12+ Months2
  • Based On Home Equity And Ability To Pay
  • Fixed Rates, Flexible Terms Up To 30 Years 
  • No Minimum FICO
  • Get Prequalified In Minutes
     

1While PACE programs are enabled by state legislation and must be approved by your local government, Ygrene is not a government program.
2Subject to underwriting guidelines and approval; deferral of first payment depends on date of funding; interest accrues during entire deferred payment period. 

CLOSE 

Ygrene makes home improvement financing fast and affordable. 

Short form: Award-winning Ygrene offers no money down financing for energy efficiency, renewable energy and hurricane protection home improvements, conveniently repaid with your property taxes.1 
Long form: Award-winning Ygrene offers no money down property assessed clean energy (PACE) financing for energy efficiency, hurricane protection and renewable energy home improvements, conveniently repaid with your property taxes.1 A smart alternative to traditional financing, eligibility is based on the available equity in your home—not on your FICO score (or proof of employment, income or financial statements). Fixed rates and flexible terms up to 20 years are available depending on service area and type and estimated useful life of the improvement.

  • No Money Down, 100% Financing
  • No Payment For Up to 17 Months2
  • Based on Available Home Equity
  • Fixed Rates, Flexible Terms Up To 20 Years 
  • No Minimum FICO
  • Get Prequalified In Minutes

1While PACE programs are enabled by state legislation and must be approved by your local government, Ygrene is not a free government program.
2Subject to underwriting guidelines and approval; deferral of first payment depends on date of funding; interest accrues during entire deferred payment period. 

CLOSE 

Ygrene makes home improvement financing fast and affordable. 

Short form: Award-winning Ygrene offers no money down financing for cost-effective energy efficiency and renewable energy home improvements, conveniently repaid with your property taxes.1
Long form: Award-winning Ygrene offers no money down property assessed clean energy (PACE) financing for cost-effective energy efficiency and renewable energy home improvements, conveniently repaid with your property taxes.1 A smart alternative to traditional financing, eligibility is based on the available equity in your home—not on your FICO score (or proof of employment, income or financial statements). Fixed rates and flexible terms up to 20 years are available depending on service area and type and estimated useful life of the improvement. 

  • No Money Down, 100% Financing
  • No Payment For Up to 17 Months2
  • Based On Available Home Equity
  • Fixed Rates, Flexible Terms Up To 20 Years 
  • No Minimum FICO
  • Get Prequalified In Minutes 
     

1While PACE programs are enabled by state legislation and must be approved by your local government, Ygrene is not a government program.
2Subject to underwriting guidelines and approval; deferral of first payment depends on date of funding; interest accrues during entire deferred payment period; no current mortgage liens recorded before 8/28/10. 

CLOSE 

Copy Promoting Effective Monthly Payment Amount 

You may promote an effective monthly payment amount in advertising using these guidelines: 

Advertising copy must: 

  1. Prominently describe the monthly effective amount (improvement type, cost, term), i.e., Based on installation of new $xx,xxx 50-year XYZ Roof repaid over xx years, and;
  2. Disclose these details: Monthly payment for budgeting purposes only; to be repaid annually with property taxes. Call for more details. Offer expires xx/xx/xxxx, and;
  3. Ensure disclosures of the monthly payment amount are not more conspicuous than disclosures of the estimated annual payment.

 

Websites

Contractors may only use the Ygrene logo on websites below the header and at least 500px down from the top of the browser. Websites should prominently display the contractor logo at the top of the website and there should be no representation or possible confusion that Ygrene is the website’s brand.

A contractor’s website may also include links to:

Website

 

Print & Email Marketing

Good Letter

The Ygrene Financing icon is the only artwork permitted on print marketing material (e.g., direct mail postcards and letters, brochures, fact sheets, print home show ads, business cards) and email marketing campaigns. The Ygrene icon must be positioned secondary to the contractor company logo and placed at the bottom right or left corner, to avoid brand confusion. Use only approved Ygrene message blocks and disclaimers.

All layouts must be reviewed and approved through contractormarketing@ygrene.com before submitting artwork to vendors or signing contracts. We may also ask about your targeted audience and distribution.

Email Addresses and URLs

Contractors may not use Ygrene Energy Fund, Ygrene or any derivative of the Ygrene name in company email addresses or URLs.

URLs


 

Email Signatures

Contractors may not use the Ygrene icon in email signatures.

Email Signature

 

Radio, TV & Online Video 

All radio, television and video scripts mentioning Ygrene must be approved through contractormarketing@ygrene.com prior to production. Please reference copy blocks provided in these guidelines and below. 
 

Vehicles

Ygrene icon window decals are permitted on the rear or driver side windows of contractor vehicles. Ygrene icon vehicle magnets are permitted on driver side, side panels or rear doors. Ygrene does not permit the use of its logo or icon on wrapped cars or trucks. 

Decals and door magnets may be ordered from your Regional Account Manager. 

 

Outdoor 

The Ygrene icon is the only artwork permitted on billboards, bus stops or other outdoor advertising. All layouts (and locations) must be approved through contractormarketing@ygrene.com before signing a contract or submitting artwork to vendors. 

 

Canvassing

Contractors may walk neighborhoods to inform property owners of Ygrene financing by door-to-door canvassing and must follow any local rules and registration requirements related to such canvassing. Any print material left with a homeowner, and any oral representations regarding Ygrene financing must comply with marketing and copy guidelines. Contractors and their representatives (employees, temporary staff, subcontractors, affiliates) shall not represent themselves as agents, representatives, or employees of Ygrene, or any government or participating municipality. 

Events 

All event signage must use only the approved Ygrene icon and content consistent with these guidelines. You must clearly state that your affiliation with Ygrene is that you offer Ygrene as a financing option. Do not create customer giveaways using the Ygrene icon locked up with your own logo. 

For an event kit, support and guidance, please contact contractormarketing@ygrene.com at least two weeks prior to your event.

Apparel

You are permitted to place the Ygrene icon only on shirt sleeves, or on the side or back of a hat. The Ygrene logo and icon are not permitted for use on the front of shirts or jackets. Patches may be ordered from your Regional Account Manager.

 

Digital 

When creating paid search marketing campaigns (pay-per-click ads, Google display/banner ads, etc.,) that involve keywords related to Ygrene, you must follow the guidelines below:

DO NOT appear as though you are Ygrene.

 

DO follow these examples: 

BIG Heating & Air contractor
BIG Heating & Air offers Ygrene financing.

BIG Heating & Air – offers Ygrene financing
BIG Heating & Air is proud to offer Ygrene financing. 

HVAC contractors
BIG Heating & Air proudly offers Ygrene financing.

Press & Media 

All press releases, newspaper, magazine or online articles must be reviewed and approved by Ygrene Media Relations. For assistance, please email contractormarketing@ygrene.com

When communicating with members of the press or media (including bloggers), be sure to abide by the following:

DO:

  • Talk about the positive impact on your business. 
  • Talk about your experience with the Ygrene program.
  • Talk about the products and types of services that you provide. 
  • Reporters, bloggers, writers and members of the media with specific questions about the PACE industry or Ygrene financing may be referred directly to Media Relations

DO NOT: 

  • Proactively contact reporters or post press releases within the first 10 days of the launch of a new Ygrene service area. Ygrene manages media relations for new community launches. 
  • Describe how Ygrene or PACE financing works to members of the media. 
  • Refer to Ygrene or PACE as a free government program.
  • Claim your company is the only company offering Ygrene in the area. 
  • Reference yourself, or your employees, as employees of Ygrene or any affiliated program, or represent yourself as a partner or representative of Ygrene.

Social Media & Blogs

When posting on social media or a blog, it is important that you represent yourself as your own company and not as an affiliate or representative of Ygrene. Posts must clearly state your only affiliation is that you offer Ygrene as a financing option.

DO:

  1. Feature content showing your projects financed by Ygrene, including how financing benefited the consumer.
  2. Clearly state that Ygrene is a financing option (an alternative to traditional, credit-based financing repaid with property taxes) and not a free government program.
  3. Share Ygrene posts; demonstrate with words and pictures how Ygrene has had a positive effect on your business, your customers, or the community.

DO NOT:

  1. Use Ygrene or a derivative of the name in the title of any social media channel.
  2. Use the Ygrene logo or icons as your profile picture.
  3. Associate Ygrene branding or messaging with official governmental communication channels, e.g., ‘.gov’ links.

Facebook

Twitter

 

Third-Party Agencies & Subcontractors

Ygrene does not condone or support using any tactics or communications which are incomplete, inaccurate or misleading with respect to Ygrene PACE financing.  Any third-party agencies or subcontractors must comply with these Contractor Marketing Guidelines and Ygrene policies regarding consumer protection. 

Contractors are responsible for any materials and communications these third-party agencies have or leave-behind with consumers, including any misrepresentations or misleading tactics. This includes any third-party service proactively representing the contractor and any third-party service from which the contractor is purchasing leads, regardless of whether or not the contractor was expressly disclosed during the lead generation process.

Contractors who engage in misleading communications (either directly or through third parties) regarding the Ygrene program, or if Ygrene receives complaints from property owners about misleading advertising or marketing, may be subject to suspension and/or termination from the Ygrene PACE program.  

Telemarketing

Ygrene has not generally engaged in the telemarketing of the Ygrene PACE program and does not authorize Contractors to conduct telemarketing which references Ygrene PACE or the features or benefits of the Ygrene PACE financing program.

Contractors and their third-party agencies or services who are promoting their home improvement business through telemarketing should fully comply with all applicable state and federal laws, including, but not limited to, the Telephone Consumer Protection Act, and abide by all applicable “Do Not Contact” and “Do Not Call” registries.

Violations of Guidelines and Requirements

Marketing and advertising is an important part of generating property owner interest in home improvement financing. It is important for you to follow the guidelines set forth here, in the Contractor Participation Agreement, and in other materials provided by Ygrene, to maintain the ongoing viability of the industry as a whole. 

Contractors who do not follow these guidelines may be suspended and/or terminated from offering Ygrene financing. For assistance, or if you have any questions, contact us at contractormarketing@ygrene.com.