Let’s face it: the landscape is greener than ever. It’s hard to turn on a TV or pick up a newspaper without seeing a reference to green living. Wal-Mart has gone green. The 2008 Oscars incorporated sustainable practices with the guidance of the National Resources Defense Council. Cable TV is rampant with home and garden shows touting eco-friendly renovation and décor.
As a homebuilder, you might be thinking ‘what do TV, movies, and retail giants have to do with my business?’ More than you may think. The media reflects popular opinion and influences public perceptions of green building.
As consumers become more aware of the benefits of green building, the demand for green homes grows. Homebuilders need to prepare for the shift in public opinion as green building moves ever-more into the mainstream. What exactly do people think about green building? Let’s sort through the opinions.
Consumer skepticism: Is green building a fad?
Not all consumers are 100% sold on green building. Some are skeptical of its sudden popularity and wonder whether it’s simply a buzz word. Some consumers are wary of greenwashing—in other words, companies misleading consumers into thinking their products or practices are green when in actuality they’re not. Some consumers consider green to be a great marketing strategy but wonder about companies’ motives for selling green. These people need to be convinced that homebuilders’ claims are legitimate.
Consumer profile: Who buys green homes?
People who buy green homes can’t easily be lumped into one category. They buy for different reasons. A family may find a green home appealing because they want their kids to grow up in a healthy home without allergens and toxins. Empty-nesters may be attracted to the cheaper utility bills.
For a growing number of consumers, green building is not a hard sell. These consumers have done their research; they’re concerned about reducing their ecological footprint or impact on the environment. They understand that energy-efficient homes can alleviate global warming and soaring gas prices even more than hybrid cars can. In some cases, they’re more knowledgeable than the homebuilder and can shop around for green features. Many others recognize the benefits of a green home, but their understanding is more basic.
Consumer values: What are the benefits of green building?
The key to selling green homes is to understand the values that consumers hold and what motivates them to buy green products. In other words, the best way to market green building is to educate homebuyers on its benefits.
Realize that sustainability and environmental benefits won’t resonate with everyone. However, if you frame the benefits of green homes in terms of indoor air quality, comfort, and economy, you’re more likely to convince buyers that green homes have a direct impact on their health, happiness, and quality of life. Avoid using the vocabulary of the builder—“energy recovery ventilators” means little to most buyers, but lower utility bills and fresher indoor air make a whole lot of sense. The more relevant you make green building to consumers, the more they’ll recognize its value.
