The energy efficiency services industry landscape is complex and multifaceted. This study aims  to explore the unique challenges and opportunities that Energy Efficiency Retrofit Service  Providers (EERS) face in the built environment industry, with a specific focus on the New York City market. Ten stakeholders from diverse professional backgrounds were interviewed over a  two-month period to garner insights into the complexities of promoting energy-efficient  measures and retrofits. Employing Grounded Theory for qualitative analysis, the research  uncovers critical themes such as industry partnerships, client communication, internal  development, systemic factors, and marketing strategies. The take-home message is that for  EERS to thrive in such a complex environment, a strategic alignment between internal  capabilities and external variables is imperative; a reality that the theory outlined in this study  serves to navigate.