04 Aug How To Properly Market A Green Home

MIAMI - APRIL 16: An energy star washing machine is seen for sale at the Best Buy store on April 16, 2010 in Miami, Florida. Today the state of Florida started their federally funded 20 percent discount for purchases of Energy Star-rated dishwashers, clothes washers, refrigerators, freezers, tankless gas water heaters and one-room air conditioners. The state has $17.5 million total available and the program runs until the money runs out or April 25th. (Photo by Joe Raedle/Getty Images)

There is a great article on Builderonline.com that presents 10 steps to effectively advertise a high performance home. Some of the points seem a little obvious but the key to the article is bringing all of the points together to really drive a successful green home marketing campaign. You can read the article in its entirety here. Below are some of my favorite points.

#3 Integrate Green Into All of Your Marketing and Advertising

If you’re going to identify your product as being sustainable and energy efficient, you need to make sure that the message is being accurately carried out in everything you do. This includes property inserts, signs, social media, e-blasts, etc.

#1 Use an Established Brand That Requires Third-Party Certification

This is an absolute must. Not only will this improve your image in the minds of buyers but also making claims without these third-party certifications can actually get you in a lot of legal trouble. Going through the certification process can be time consuming and it will cost you but in the end it’s worth it. Consumers will be looking for the sustainable buzzwords.

A mix of #4 and #5

Training your sales force is crucial when it comes to selling a sustainable home. If they are not equipped with the proper knowledge it will difficult for them to sell the attributes. This makes the other point obtainable. By training your sales force you are empowering them to incorporate a green initiative in every step of the selling process. This includes understanding a buyer’s wants in a home and offering data to show the money that will be saved with energy-efficient features. Whatever a sales agent is good at, they can then incorporate green knowledge into their specialties.

I highly suggest reading this article if you haven’t already. Its full of great points that are very applicable to a changing market.

Sibet B Freides