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

The following is an exerpt from the book Building Green in a Black and White World. Section 3; Chapter 5; Part 4; Marketing Strategies--Emphasize the Benefits to the Buyers

David Ritchey Johnston
January 1, 1900
HousingZone

-------Emphasize the Benefits to the Buyers--------

Marc Richmond-Powers suggests that builders keep this in mind: "What the homebuyer is getting out of a green building is a higher quality building that is going to be healthier for them. And in doing so, homebuyers are going to be able to do their part to help preserve the environment. I believe that is something that everyone wants to do, but people don’t know how to. This is a way that they can do it, feel good about it, and feel good about their own home as well as for the future of their children. It is very empowering.

A green version of 20 ways to sell a home by Al Trellis:

1. Create your image in association     with green building
2. Be consistent
3. Win an award
4. Get involved
5. Speak to local groups
6. Teach a course
7. Solicit testimonials
8. Give a party
9. Ask for referrals
10. Reward referrals
11. Don’t be shy or modest
12. Offer “free” services
13. Build a reputation as an        expert
14. Show your expertise
15. Get your name in the paper
16. Hire a photographer
17. Keep a photo album in the       office
18. Mount photos on the wall
19. Have a good brochure
20. Believe you’re the best

You are giving people an opportunity to make that contribution to the world through the biggest purchase of their life. The home buying process is overwhelming for people, especially first time homebuyers for whom the whole situation is an anxiety-ridden experience. There are so many questions to ask and so many options and choices to make and so much money riding on it, and everyone is stretching to the limit. It is an overwhelming process. When you offer buyers a green home which is secure and solid and has meaning to it, that brings a lot more happiness to the whole process." As a management consultant to the building industry, Al Trellis’ advice in the Home Builder’s Network brochure Managing Your Custom Building Business for Profit can be applied to marketing green homes.

Develop a comprehensive green marketing plan.

Promote your homes in a way that emphasizes the "green difference."

Develop clever and unusual outlets for your message.

Train your sales force and realtors to focus on the difference.

Use your satisfied clients as a powerful referral base.

"Marketing green in a black and white world" requires standing out in the highly competitive world of marketing new homes. When you are building green you have a new story to tell that homebuyers want to hear. But to get your message to them you have to be creative and rise above all of the advertising chatter that bombards consumers everyday. By creating innovative events, by working closely with the media, and by finding co-marketing partners that share your buyer’s demographics, you can make your homes as unique in the eyes of the public as they are different from the competition’s homes.

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