Expert: Builders must help buyers make more energy-efficient home choices
The rise of high-performance homes has changed the way builders promote their work.
Their message to prospective buyers should be clear: Purchasing a home that’s not energy-efficient is ultimately a losing proposition.
That’s the advice of Suzanne Shelton, an expert in the marketing of sustainable structures. By clearly illustrating how someone would benefit from owning and living in an efficient home, she said, builders can sell more resilient residences and advance the industry.
“Forty percent of Americans want to be seen as green,” said Shelton, president and CEO of Shelton Group. “But most simply don’t make the connection between their homes and the environment. In fact, only 6 percent understand that the energy used in our homes is one of the top drivers of climate change.”
Shelton will work with builders to help them make their case to potential buyers later this year as one of the featured speakers of the 2018 High Performance Home Summit, hosted by the Energy & Environmental Building Alliance (EEBA). The summit is scheduled for Oct. 16-18 in San Diego.
Through the presentation titled “Your Time Is Now,” Shelton plans to lay out the critical nature of helping buyers connect high-performance homes with creating a more sustainable world. Doing so comes as nine in 10 people who expect to be in the market for a new home by 2020 say higher energy efficiency will lead them to select one property over another.
“Help them connect the dots, and you will sell more homes,” Shelton said.
Some of her keys to success:
- Identifying and cultivating the best target customer.
- Leveraging market perceptions and realities in ways that will help buyers make more efficient choices.
- Crafting effective messaging for marketing and selling efforts.
- Leveraging interest in smart devices to spur energy-efficient action.
The theme for this year’s EEBA summit is “Building the Future: Solutions for Healthy, Resilient and Affordable High-Performance Homes.” The conference will offer more than 30 sessions, including presentations in building science, energy codes and policy, healthy homes/IAQ/ventilation, water efficiency and conservation and innovation.
For more information, visit http://summit.eeba.org. Early bird Summit pricing is available through Aug. 31. Registration continues through Oct. 8 and is also available on-site.