Energy retrofit of the existing building stock has a key role in responding to climate change. In light of a recent experience in Northern Italy, this article examines a new tool based on land development rights with which to support the reduction of energy consumption and the production of renewable energy in urban areas. The market stimulation tool is discussed in terms of an integrated conceptual model that starts from the similarities and differences between national and international uses of ‘non-financial instruments’. The research results show how difficult it is to transfer a theoretical concept to local realities. Nevertheless, a new role of the public administration whereby it activates private actors in addressing climate change goals will be even more challenging.