BUILDERmarketingIDEAS

Green Building is no doubt the biggest buzz-theme in the industry today. You can’t flip through 5 pages of BUILDER magazine without seeing a green tie in. And I have to smirk at the fact that molded resin countertops (hydrocarbon based) and 5 ton work trucks can are now being stamped with the green brand.

Nowadays, virtually anything that can be remotely be perceived as being green is wearing the tag.  (Advertise online! Green marketing!!! LOL)

Building green means much more than using recycled materials – it’s about providing your customers with improved energy efficiency & air quality as well. Most importantly – it’s convincing your buyers that they are responsible stewards of our planet through buying your homes.

The ugly, dirty truth is it’s not about being green – it’s about how green you make your buyers feel.  Does the $17,000 up-charge for a geothermal system offset the true cost savings that an occupant may realize over the average residence of 7-10 years? Is the improved air quality provided by a HEPA filter outfitted HVAC truly beneficial to healthy individuals….healthier than opening a window?

Consider this:  Is owning a Prius a true act of conservation or simply more of a social statement?

Is this green thing going to stick around? Who knows but working the green theme into your marketing message is a good (and timely) pillar to add to your brand.