Spring is just around the corner, but the first sign of green shoots this selling season should appear on marketing plans.
As demand for energy-efficient homes gains momentum, successfully marketing sustainability is becoming a priority. Unfortunately, when home builders go to market with green features, something often gets lost in that translation between building science and consumer desire. So, what do consumers want, and how can we give it to them?
Buyers don’t just want an Energy Star label, or the extra cash they'll pocket from reduced utility bills—they want to figure out how energy-efficient features affect and improve their lifestyle, and ultimately, the value of their home. So, what are some strategies for marketing green effectively? Below, BUILDER offers advice on how to appeal to your buyer’s green side in a way that will have consumers sold on more than just a price tag.