By Andrew Hunt
Once a builder decides to "go green" and start building high performance homes that require less energy, water, and natural resources to maintain, the challenge of communicating these advantages to the buyer begins. It isn't enough just to build green. Builders have to learn how to sell green.
Sara Lamia, of Home Building Coach Incorporated, addressed these concerns and offered advice on how to sell high-performing homes "like hot cakes" at the Energy and Environmental Building Association's Excellence in Building Conference and Expo in Norfolk, Va., in October. Lamia advocates proven strategies that builders can use to attract homebuyers interested in higher performing homes. She says that much of the work comes from the sales staff and in the model home by creating an experience that showcases the high-performance options, while also impressing the prospective customer with a friendly sales representative who understands the strategies and new technologies involved in green building.
"The average time a homebuyer spends in the model home is eight minutes and fifty seconds. A buyer will zip through the house every time unless there is something there to grab their attention," said Lamia. "What we want to do is nurture that buyer and offer something real that they can take away."
To help convey the message of a high performance home, Lamia believes, it is critical that the sales representatives understand the strategies, technology and benefits behind green building.
"Make sure that your staff and trades understand how your buildings are different than the other ones. How you're not throwing your homes together. That they understand that buyers want a better built home — and a higher performing home."
Cost vs. savings
Lamia pointed out that money talks. "Consumers are bottom-line people," said Lamia. "When a customer asks why they should pay more for a house, tell them that a higher performing home will cost them less. And have easily digestible charts to show it."
Utility companies are usually able to provide ammunition for builders trying to demonstrate how cost-efficient a green home is, and Lamia recommended enlisting their help. "If you can't give a particularly positive number for the first year, give it for the second year. Whether it is tax credits or energy costs, do whatever you can to show them that buying a higher performing home will save then money in many ways."
The inherent value of an energy efficient home is another area that Lamia believes builders often miss when making their case for green building.
"If you're talking about the benefits of a higher performing home, how about resale value? Builders have got to improve on this. After you build this wonderful home, close on it and leave, everything behind the walls that was done right on this home is now sealed," said Lamia. "You need to get appraisers in your area and the MLS (Multiple Listing Service) for real estate to get on board with the added value that is in your homes. Until the appraiser looks for tight duct work, the right-sized heating equipment or low-e windows, they are not going to bring the added value to the home it deserves. Find out through green organizations or home building associations how to get this information into the appraisal."
Lamia also proposed that builders provide customers with easy-to-understand materials explaining why the higher performing home is the right choice. That information can provide a competitive advantage in the local market,
"If you have buyers who are saying 'What is this blower door thing? What are low-e windows? Help them shop. Give them a chart that tells them what you do. Invite them to go talk to other builders."
Once a builder understands how to effectively communicate the features and benefits of his houses, the houses will sell themselves. By presenting the total cost of ownership to prospective buyers, builders can help customers see that buying green is a golden opportunity.
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