Marketing High Performance Green Homes: Myths, Lessons & the Future

10:00 AM - 11:00 AM
Las Vegas Convention Center, North 262, Level II
Track: High Performance & Energy Efficient Building
Continuing Education: NAHB – 1 hour, AIA – 1 LU hour
Level: Intermediate

Several years ago, few builders offered green options and the market was considered a niche led by a handful of pioneers. Green consumers were early adopters and the majority needed a lot of educating. Fast forward to today: A myriad of builders offer
green products; 26% of homes meet EnergyStar® guidelines, 17% of new homes are labeled “green,” doubling since 2008; 80% of consumers occasionally make eco-purchases; and more than 50% are actively seeking green home products. Even the perception of the term “green” is evolving from its traditional ecobenefit focus to one that now also incorporates energy efficiency and overall higher performance of our products and homes. How can today’s builders capitalize on this opportunity? This session will cover the complexities of the green consumer and how to best communicate green home attributes. Green trail-blazing builders will share their lessons learned, best practices and examples of successful campaigns and marketing tactics.

Speaker(s):
Tim Costello, Builders Digital Experience (BDX), Austin,TX