The NAHB recently published an interesting article entitled “Home Buyers True Preferences.” It points out that “those in the home-building world who lived through the housing crunch are now looking with optimism toward the future. However, they recognize that more than ever, they need a source for measuring what home buyers really want and what they are not willing to give up despite the economic realities of today.” The NAHB Economics and Housing Policy Group has been collecting information since the early 1980s, and the predominant theme of their research is that buyers want energy efficiency.
This is understandable but also a bit frustrating. It is understandable because the price of ownership is a significant issue. Comfort, safety, and building durability are core housing values that are significantly ensured when a builder focuses on efficient building science-based construction. It is frustrating because time and time again builder sales agents tell me that home buyers are not talking about efficiency. So why the disconnect? The old slogan, “if you build it they will come” comes to my mind. Buyers have all kinds of expectations for their houses, many of which they never talk about in the sales process. The question is, can you capture more of the market if you focus on things we know the buyer wants but is not directly asking for? We know for sure that location and aesthetics are key drivers in the decision-making process. I was reminded recently that every decision we make is based on emotion so it makes sense that if you fall in love with a neighborhood or aesthetic feature like hard wood, granite, or floor plan that will drive a decision to buy. But what if all your competition is offering exactly the same thing, then the rational part of our mind looks for justification for the emotional decision.
So, if we can wed location, aesthetics, efficiency, and sound building science-based construction, we offer a package that can’t be resisted emotionally and rationally. We bring the buyer in with our neighborhoods, floor plans, and features and we assure them that they are making the best choice possible by the quality of our construction. The quality is proven through third party verification and quantification of the house’s performance with the HERS Index score (or ENERGY STAR label, or EnergyLogic Energy Use Guarantee). We have seamlessly married emotional and rational and made the homes we work with irresistible.
Robby Schwarz and the EnergyLogic Team.
Fact: Energy efficient homes sell faster and for more.
- NAHB Home Buyers True Preferences
- Green Homes Sell for 9% More
- Green Homes Sell for More and Faster then the Rest of the Market
- Energy Efficient Homes Seem to Sell Faster, Fetch Higher Prices
- Green Homes Sell Faster