In this paper an agent-based modeling framework is introduced. It is a new way of estimating the impacts of demand side management (DSM) programs and studying the impacts of different rates on the total load. The load management problem is described and the employment of the agent-based modeling techniques in its solution is characterized. This new approach is illustrated by a prototype software called Power Agents. In the case problem the utility is a producer agent and homes equipped with electric space heating systems are consumer agents. Agent interaction takes place through the dynamic tariff signal and the individual loads over time.