High-Performance Marketing

California high-performance home builder DeYoung Properties seeks to stay competitive by marketing a healthier, energy efficient home.

The DeYoung Smart Home has a Samsung home automation hub and is enabled for future, additional smart home device installations. Other home builders are also seeking to keep an edge in their marketing by adding health and energy efficiency features to their products. According to Charlie Wardell writing for The Energy & Environmental Building Alliance (EEBA), "From a sales and marketing standpoint, the best innovations push buyers' hot buttons. The desire for smart technology is certainly one of these, but a potentially stronger one is health. Energy efficient homes are engineered for good indoor air quality, and a growing number of builders are giving that top billing."

DeYoung Properties' latest project is a community of 36 Zero-Energy production homes, the state's largest. But while that community is newsworthy, it doesn't put the company as far ahead of the pack as they would like to be. A new rule from the California Energy Commission will require all homes built after 2020 to have rooftop solar panels, so the DeYoungs did what all marketers always do: find additional ways to set themselves apart.

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