Selling green homes and communities is about trust, and those with the best, most trustworthy stories win over clients. Builders need to clearly articulate the reasons potential buyers should hire them.
Confused consumers do not buy, so builders need to clarify the reasons why to purchase a green home or remodeling project.
Do not Go to Market Without a Plan
Know the market.
Select a target audience. “You can’t be all things to all people.”
Do a thorough analysis of competitors.
Understand the challenges and opportunities to building green.
Communicate your objectives.
Have a clear and compelling message.
Become the go-to green source for local media.
Develop a realistic marketing/advertising budget (about 2% to 5% of sales).
Write a timeline for implementing the plan and decide who is responsible for implementation.
Develop metrics for success.
Develop a Compelling Message
Builders and contractors who have earned green certifications, or whose homes are certified or use green products, should tell everyone–from potential customers to suppliers to subs.