How can builders and developers in Kochi Real Estate hope to capture both the imagination and the dollars of homebuyers given the enormous complexity of 'green' building. Primarily through consistent and comprehensive education, not only for those executives making design decisions, but also for buyers throughout the entire marketing and sales process. According to the NAHB 2007-2008 Consumer Preference Survey as analyzed by Jonathan Smoke at HousingIntelligence.com, nearly 90% of respondents are concerned about the impact their homes have on the environment. Yet because only 16% are willing to pay extra to address that concern, homebuilders would be wise to first target those consumer segments actually willing to spend a premium. To further increase the odds of success, he suggests builders focus on top-rated green items including Energy Star-rated windows, energy-certified appliances and generous insulation while getting rid of now-dated design features such as two-story foyers which are expensive to heat and cool.
In terms of marketing green building, selling the benefits more than the technology is the key, especially when they coincide with consumers' existing focus on rising energy costs, an epidemic of allergies and asthma and the importance of sustainability. That's also when partnering regionally with a local BIA makes sense; by leveraging its membership base, a local or statewide association can tap major product manufacturers as sponsors and create advertising campaigns that would be far too expensive for one builder to pursue alone. Recent buyers cited the Earth Craft certification as one of their top three reasons for buying a new home.
For those harried sales agents already under pressure to explain the specifics of a home plan and neighborhood, when it comes to explaining green building - or green mortgages, which allow buyers to qualify for higher loan amounts when they're buying energy-certified homes , it's best to let simple displays in the model homes and colorful collateral in the sales office do the talking.