Tips: Marketing Energy Efficient Homes

Posted by Energy Wire on September 23, 2010 at 12:17 PM

The economic downturn has devastated housing markets, but there are a few positives. One is the growth of the green building movement – it’s getting a boost from homeowners eager to economize on energy costs, and builders looking to pull apart from the rest of the pack.
Green homes are no longer a niche product for high-end buyers. National certification programs such as LEED and Energy Star now have counterparts in many states. Energy-efficient measures could soon become a staple of all new homes, if consumer and industry trends are any indication.

David Barista, editor at, offers a few marketing tips for green builders. His list is an instructive look into the challenges of marketing green to home buyers, arguably a “gateway” into residential energy efficiency.

Barista suggests “doing the math” for potential buyers by providing side-by-side comparisons of energy efficient homes versus more typical homes. Use plenty of colorful, dramatic charts and graphs, rather than doing straight dollar comparisons. Make sure comparisons are “pin-point accurate”, especially when making a guarantee on utility cost savings.

More tips:

  • Avoid discussing payback periods, which are often much longer than buyers envision staying in a home.
  • Understand your buyers and their level of commitment to green practices. Some buyers care that their home is healthy and safe, while others choose green as a statement of personal style.
  • And don’t forget to emphasize the health benefits.  Green homes are often healthier places for people to live in.

What strategies can we learn from other industries marketing green?

Photo credit:  All rights reserved by keystone1111

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