Scaling up deep energy retrofits and other strategies for building decarbonization requires not only solutions that work technically and financially; it requires that building owners and other key decision-makers engage with programs and solution providers to implement these solutions. As governments, lenders, utilities and technical service providers aim to expand the reach of energy programs, and ensure new building policies are effectively implemented, building owner outreach, engagement and communication strategies are critical. Many service providers and even energy programs are focused on bespoke technical solutions and may not have experience with large-scale outreach. Without the right strategies, building owner engagement can become a major bottleneck, resulting in efforts that fall far short of impact targets or potential. With the proper planning tools and approach to engaging building owners, programs and service providers can effectively reach larger segments of the market.