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When correctly marketed, high-performance homes sell faster and at higher prices than do code-built, comparable homes, according to Phoenix-based realtor Jan Green.
Green has both EcoBroker and National Association of Realtors Green Designation, and offers five marketing keys for home builders to get the most out of their high-performance home product sales, including successful collaboration with their realtors. One essential is to "use messaging that is easily understood by the average buyer." Indeed, Green writes for The Energy & Environmental Building Alliance (EEBA), that homes with easily understood features and benefits related to the buyer sell faster and for more money, and helps related realtors, inspectors, and other appraisers properly value the home.
An obvious example is that of energy savings: according to a 2017 study by the National Association of REALTORS, 84 percent of homebuyers are either concerned or somewhat concerned about their energy bills. When writing a listing or designing a piece of marketing collateral, it will be more effective to lead with the fact that the home can offer an annual electric bill of zero dollars than with an industry term that needs explanation, like Net Zero Ready.
The bottom line is that if you're a high-performance builder you need to make sure that your listings have the right message and that your realtor can accurately present your homes. The following five steps will ensure that.
