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Building Green in a Black and White World-- Chapter 5

David Ritchey Johnston -- 1/1/1900

Index of Chapter 5: Marketing Strategies

This chapter gives you specific information on how to market green. Marketing benefits--not the features--sells homes. Working in the best interests of the whole community helps develop sales allies. Each section includes examples of what has worked for other builders.

• Marketing Strategies Introduction

• Community Relations - Unwanted growth and urban sprawl is often blamed on builders. Incorporating green features into homes and developments is a good way to improve a builder's image in the community.

• Media Relations - Green building is newsworthy. Getting the news media on your doorstep is the trick.

• Brochures - Seeing is believing! Brochures offer a chance to display photos of your past jobs and allow you to express intangibles such as your company's values.

• Marketing Strategies - Learn key questions to ask as you decide how to approach your market.
  • Develop an Innovative Marketing Strategy
  • Marketing Ideas
  • Emphasize the Benefits to Buyers

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Building Green in a Black and White World
by David Robert Johnston

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