MARKETING TO THE GREEN HOME BUYER1

In This Chapter

National certification programs

Marketing to the green homebuyer

Buyer counseling session

How to be the source of the source

1-1

National Certification and Rating Programs

LEED certification from USGBC

ENERGY STAR from EPA

National Green Building Certification from NAHB

1-2

LEED for Homes

Comprehensive rating system consisting of eight categories:

1. Innovation and Design Process (ID)

2. Location and Linkages (LL)

3. Sustainable Sites (SS)

4. Water Efficiency (WE)

5. Energy and Atmosphere (EA)

6. Materials and Resources (MR)

7. Indoor Environmental Quality (IEQ)

8. Awareness and Education (AE)

1-3

LEED for Homes

Certification levels: silver, gold, or platinum

Case Study 1.1: Morrisania Homes, Bronx, NY

1-4

National Green Building Certification

In 2005, NAHB developed and published Green Home Building Guidelines.

These guidelines address the following areas:1. Preparation and design of the lot

2. Resource efficiency

3. Energy efficiency

4. Water efficiency and conservation

5. Comfort of occupants and indoor environmental quality

6. Operation, maintenance and homeowner education

1-5

ENERGY STAR Qualified Homes

20–30% more energy efficient than standard homes

More than 120,000 new homes earned ENERGY STAR in 2007

Energy efficiency of these homes =– Eliminating emissions of 60,000

vehicles– Saving 355,680,000 pounds of coal– Planting 97,000 acres of trees– Saving $54 million on utility bills

1-6

Green Home Remodeling in Weakening Markets

1-7

In weakening markets, many home owners motivated to remodel their homes green

According to the 2008 McGraw-Hill Construction report, 44% are remodeling their homes with green products

Growth in Green Home Knowledge

1-8Source: Reprinted with permission of McGraw-Hill Construction SmartMarket Report, The Green Home Consumer: Driving Demand for Green Homes, www.construction.com

Types of Green Home Buyers

1-9

Economizers

Investors

Health-Conscious

Idealists

Lifestyle-Focused

Eco-Chic

Skeptical/Unaware

Exercise

1-10

Review the features of a green home.

Working in groups, identify green features to highlight for a particular type.

Counseling Buyers

1-11

Primary motivator in terms of decision to pursue green home or building?

Ten features or factors most important? Lived or worked in green home or building

before? Preferences in terms of proximity? Preferences in terms of other factors? Certain aesthetic you’d like to find?

Counseling Buyers

1-12

Knowledge base related to green homes and buildings?

Interested in green certified home or building?

How about performing green renovations or retrofits?

Familiar with potential grants and incentives available?

Price parameters?

The Source of the Source

1-13

Strategies for serving as source of the source:– Put the buyer in the driver’s seat– Connect buyer to scientific

authority– Warn buyer not to take green

claims from the homeowner granted

– Manage expectations– See scripts in Figure 1.7