How to Sell When Green Doesn’t Mean Go

Thursday, January 21 | 8:00 - 9:00 AM
Location: South 221

Format: Building Knowledge Session 
Level of Content: Intermediate 

Appropriate for: Sales & Marketing Professionals, Single Family - All, Young Professionals

Track(s): Sales, Marketing & Customer Focus

Speaker(s): 
Craig Foley, RE/MAX Leading Edge, Somerville, MA | 
Rose Quint, NAHB, Washington, DC | 
Amanda Stinton, National Association of REALTORS®, Chicago, IL

What It’s About:
Green. Sustainable. High Performance. While these terms convey a value understood by builders, it's no secret that most struggle to get these messages to resonate with buyers. Even with all the attention high-efficency homes have received, few are willing to opt for performance if it means compromising on location, storage and curb appeal. The result is that these features are downplayed during the sales process, or worse, left out of homes altogether. Buyers don't have to settle for this either/or scenario. In this session, you will hear about high performance messages consumers are responding to and learn from a leading Realtor who's found success in selling high-efficiency homes while balancing the needs and budgets of his buyers.

What You'll Learn:
Develop new approaches to presenting performance and sustainability that results in customers valuing and desiring high-efficiency features in homes.
Explore the negative impact that poor engagement with consumers has on the larger sustainability movement and how to fix it.
Consider data and anecdotes suggesting better ways to engage customers on these topics.
Analyze survey data to better understand your client.

Continuing Education: NAHB - 1.00 CE hour(s), NKBA - 0.1 CEU(s), AIA - 1.00 LU hour(s)