Bringing Reliable Heat to Homes that Never had it

In many rural communities across Southwest Wisconsin, reliable heating and cooling isn’t a given—it's a daily challenge.

Some homes rely on wood stoves. Others depend on propane systems that struggle to keep up. In some homes, entire rooms go unused for months at a time because they cannot be affordably heated or cooled.

For years, these weren’t problems homeowners could easily fix.

Not because they did not want to—but because the cost puts solutions out of reach.

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Abbie Hawes and the team at Ethos Green Power Cooperative (Ethos), based in Viroqua, are helping change that.

As an IRA Registered Contractor working with FOCUS ON ENERGY® (Focus), they are bringing heating and cooling solutions to homes that previously had limited options—and helping more customers move forward with projects that once felt impossible.

“Some customers tell us, ‘This kind of thing doesn’t happen to me,’” Abbie says. “And now it is.”

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A Different Kind of Contractor

Ethos is a worker-owned cooperative—an uncommon model in the energy industry. After two years, employees can become owners, sharing both decision-making and success. That structure shapes how the company approaches its work.

“We’re really trying to serve our local community,” Abby said.

Originally focused on solar installations, Ethos expanded into heat pumps and electrification services as demand grew—and as new incentives made those upgrades more accessible.

That shift opened the door to a different type of customer.

Reaching Customers Who Were Previously Left Out

Before participating in the IRA Home Energy Rebates, many Ethos customers simply could not afford these upgrades.

“It’s hard to afford a $12,000 system,” Abbie says.

Most of their current customers are income-qualified households, many of whom were not part of their previous solar customer base.

Through partnerships with local organizations and the IRA Home Energy Rebate Programs, Ethos is now reaching retirees on fixed incomes, families in rural areas, and homeowners relying on wood or propane heat.

For many, this is the first time these types of improvements have been within reach.

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Combining Rebates to Make Projects Possible

The IRA Home Energy Rebates significantly reduce upfront costs, often making the difference between delaying a project and completing it.

Ethos helps customers combine IRA rebates with Focus incentives and, where available, utility rebates.

By combining these incentives, projects that once felt unaffordable become achievable, allowing customers to move forward sooner.

“It felt like a no-brainer,” Abbie said. “There’s funding available that can get this out there—we're going to do that.”

Incentive amounts vary based on eligibility, home characteristics, and project scope.

What Changes Inside the Home

Most projects focus on installing mini-split heat pumps and the electrical upgrades needed to support them.

For many homeowners, the results are immediate—and impactful.

“They didn’t have heat on the second floor,” Abbie shares. “Now they can use their bedroom upstairs in the winter.”

Customers often experience:

More consistent temperatures throughout the home.
Quiet, reliable heating and cooling.
The ability to use spaces that were previously uncomfortable.

Even when bill savings are modest, the improvement in daily comfort is significant.

“It can be life-changing,” Abbie said.

What This Means for the Business

For Ethos, participating in the program has done more than help customers—it has strengthened the business.

“I’d say about 80% of our mini-split customers are using the program now,” Abbie said.

That shift has:

Created a steady pipeline of projects.
Expanded their customer base beyond solar.
Increased stability during changing market conditions.

"It’s been really nice to have that steady stream of work to rely on,” she said.

Instead of depending on customers who can afford large upfront investments, the business can now serve a broader segment of the community.

Advice From the Field

Abbie encourages homeowners—especially those who assume they will not qualify—to take the first step.

Many of the customers she works with did not expect to be eligible.

But once they explore their options, they discover a path forward.

Start with a Simple First Step

If your home is hard to heat or cool, or parts of it go unused for months at a time, support may be available.

Focus connects you with IRA Registered Contractors who guide you through the process, help you access available incentives, and make upgrades more affordable upfront.

Check your eligibility and see what your home qualifies for.