1 / 25

Making Green work for you- Marketing the benefits and recovering costs

Making Green work for you- Marketing the benefits and recovering costs. Presenter: Einar Halbig, CEA CEO, E3 Eco Group Inc. “Building blocks of sustainability”. Making Green work for you- Marketing the benefits and recovering costs. Introduction : Building in the right features

sylvie
Download Presentation

Making Green work for you- Marketing the benefits and recovering costs

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Making Green work for you- Marketing the benefits and recovering costs Presenter:Einar Halbig, CEA CEO, E3 Eco Group Inc. “Building blocks of sustainability”

  2. Making Green work for you- Marketing the benefits and recovering costs • Introduction: • Building in the right features • What do the features mean to a homeowner? • Marketing ideas.

  3. Building in the right features: • Different speakers have talked about different aspects of improving a house- making it more sustainable through better performance: • Air-tightness • Ventilation • Increased insulation • Heat recovery • Passive solar • Simplifying design.

  4. Different speakers have talked about designing-in appropriate measures for a particular house: • Integrated design process • Energy modeling • Considering not just particular parts of a house, but how the parts all fit together.

  5. This takes time and money to accomplish. How does a builder recover those costs? $

  6. Who benefits? Builder? Homeowner?

  7. Who should pay for the benefits? Builder? Homeowner? $

  8. What’s a Builder to do? $ Sell improved value $ Reduce build costs

  9. But so far we’ve talked about energy efficiency “features” What do energy efficiency features mean to the average home buyer? Not much Instead- look at the benefits.

  10. Play devil’s advocate to illustrate the point Note no reference to saving energy or the environment

  11. Benefits of reducing resources used to build and operate the house: • Reduced energy bills • Reduced GHG emissions • Reduced carbon footprint • Reduced water consumption • Reduced environmental impact • Increased energy security • Improved thermal comfort • Improved indoor air quality • Increased future re-sale value • Increased durability/longevity • Improved noise attenuation

  12. Benefit 1: reduced energy bills Example: reduce energy bills by $50/month $50 monthly savings on energy affords another $10,000 on the mortgage. $50 monthly savings on energy pays off the mortgage 2 years earlier. (based on $400,000 over 35 years)

  13. ROI of $50 monthly savings on energy from $10,000 invested in upgrades is 6%...the first year.

  14. Compares favourably: What is the payback on these?

  15. Benefit 2: improved thermal comfort • No cold spots • No temperature swings • Keeps out summer heat

  16. Benefit 3: improved indoor air quality: • Health related to quality of air • Control humidity levels for comfort and durability • Ventilate all areas of the house. New house smell?

  17. Benefit 4: future value • What is the value of this house going to be in the future, whether you keep it or sell it? • When energy prices rise and all homes are built to a higher standard, how will your house measure up? • Sure, you want to flip your house in 5 years and make lots of money- better make sure it has a good energy rating.

  18. Tools to market the benefits: • Web site • Videos • Outside verification • Appeal to both sexes • Don’t hire a marketing company.

  19. Web site: • Keep it simple and reasonably updated • Think of it as your on-line brochure (rather than using printed material) • Realize that clients will search you out from afar- will they find your website? Key words, searchability • Sell yourself!

  20. Videos: • Short videos of you on site- post them to your website • Sell yourself and what you do • Start to build a relationship with a future client.

  21. Outside verification: • Every builder’s website mentions “quality” and “value”. So what? Prove it. • Use outside programs to “prove” you build to a certain level • Energuide, Built Green, LEED H • Leverage programs to learn how to build better and for lower cost.

  22. Appeal to both sexes: • Recognize that generally women and men value things differently • Recognize that the wife steers the buying decision and single women are becoming a larger force in the market.

  23. Don’t apologize: • Buy in- convince yourself first • But do it by questioning these concepts and educating yourself • These ideas make sense

  24. Do a great job: • Don’t be a “green-washer” • Learn what you can and bring in the experts to help you • Design and build a house which truly performs better

  25. Thank you.

More Related