The Performance Home Market: Getting to "Sold"

1:00 PM - 2:00 PM
Las Vegas Convention Center, North 262, Level II
Track: High Performance & Energy Efficient Building
Continuing Education: NAHB – 1 hour
Level: Advanced

Builders and remodelers often claim that customers will not spend extra for high performance or green home features, however recent studies and surveys show that buyers are indeed interested in such options and are quite happy to receive them as part of the final product. Where is the disconnect? This session will
explore how builders and remodelers are often sending the wrong message about the benefits of high performance homes and not meeting consumer needs with the products they offer. Current trends will be examined with a focus on building a solid marketing
plan, and you’ll learn how to overcome buyer objections and get past the cost barrier and onto discussing the valuable benefits. Additionally, the session will explore the best product and process
mix, how to price the options, what to include as the “basic package” and the role of incentives.

Speaker(s):
John Barrows, P3 Builders Group, Wainscott, NY