Builder - February 2009 - (Page 57) Cracking the Code: Selling Green before you’re interested enough to hear about the engine. Same thing with a home. Sell features and benefits, not just “how you built it.” Of course you want to educate your sales staff and realtors about how you built the home, but they in turn need to translate this to how it benefits the homeowner. Show them, don’t tell them. Any story is easier to tell with pictures and demonstrations. Use cutaways to show what’s behind the walls. Model home displays that offer a glimpse of what’s inside and “how things work” make it real, more understandable and memorable. Give them homework on the way out. You only have a few minutes of the prospect’s time. Offering more information as they leave is a great way to send them home with the details. And food for thought. As energy costs escalate and attention is focused on the environment, builders may find that consumers are increasingly receptive to learning more about home performance. Getting ahead of the trend will be a competitive edge for those who figure out how to effectively sell these features now. It is all about increasing quality to reduce call backs and increase customer satisfaction. More builders are incorporating resource efficiency and building science into their homes, and using certification programs to verify performance. But translating this to sales is a challenge because many “green” features are things people can’t see or touch. Some builders have become adept at this, but many admit they’re looking for better ways to sell the intrinsic features of a home. For one thing, building science and home performance are new ideas, at least to the consumer. Builders have been “selling the obvious” for a long time. Here are tips from some who have cracked the code: Green means different things to different people. For some it’s “pocketbook” issues, while others care more about their carbon footprints. Probe to learn what their hot buttons are. Be ready to delve into their concerns. Energy usage is important, but comfort may be a bigger attraction, particularly if they’ve experienced problems in the past. Or indoor environmental quality. Modify your message based on what people care about. Close with the performance message, don’t lead with it. Technical features and performance will reinforce why consumers should choose your home, once they become interested. You have to connect emotionally with a car the program benefits, and a homeowner package is provided for builders to give to their homeowners, including: Heating and Cooling Energy Use Guarantee* Each home receives a limited guarantee on the energy used to heat and cool the home. Comfort Guarantee* Each home receives a limited comfort guarantee stating that the temperature at the location of the thermostat will not vary more than three degrees from the center of any conditioned room within a zone. Homeowner Manual Manuals are provided to help new owners understand the extraordinary qualities of their new homes and provide recommendations for optimal performance. Certificate of Compliance & Emissions Statement Homes built under the Environments For Living Certified Green program are issued a certificate stating that you have committed to construct the home according to the Environments For Living Certified Green program standards, an estimate of the reduction of carbon dioxide emissions attributable to the home. Model Home Displays Builders using the Environments For Living Certified Green program can take advantage of special display options, including use of our electronic home tour in model home displays. *See the guarantee for complete details and limitations.
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