The urgency for the energy transition is growing due to the tangible impacts of climate change, yet the Netherlands is struggling to meet its emission reduction goals. Heat grids oDer a promising alternative to electrification by providing sustainable heating solutions through centralized, renewable sources. However, implementation faces major challenges, including financial barriers, policy uncertainties, and critically, the reluctance of end-users to connect. This research focuses on the demand side of the heat grid implementation process, specifically investigating the role of diDerent end-user groups in influencing project success. By analyzing both building and household characteristics, behavioral aspects, and the decision-making process of end-users, the study identifies key barriers and enablers that aDect willingness to connect to heat grids. Through literature review, multiple case studies, and a national survey, this research uncovers critical insights into how end-user engagement varies across diDerent phases of the heat grid process. It proposes a framework of tailored communication and engagement strategies to optimize willingness to connect among diverse user groups. This demand-side perspective provides project initiators, such as municipalities and energy providers, with actionable guidance to eDectively include homeowners and tenants in heat grid development, thereby supporting the acceleration of the energy transition in the Netherlands.