More importantly, who buys homes? What is the typical buyer profile statistically speaking?
In Part One of the Series I discuss the need to 'Ditch the term GREEN' - It's confusing. People don't understand it anymore because everything is 'GREEN'
Reading through the comments of my post it is evident why we need to, as fast as possible, get rid of the word.
- It means something different to everyone
- It brings on Anger to some in light of recent and absurd Government spending
- Many people assume that it just means it costs more money
We could go on and on. But this is about noting the Obstacles and by the end of the Series, hopefully having an answer to overcome and move forward.
While much can get lost in the written word I am actually embedding a video below to help explain what I am about to say here. But if you want the cliff notes version, keep reading.
Overall as a society we are more open to Sustainable Ways. We are more open to buying something that is better for the Environment and for ourselves as well. However, the Basic Ways that people purchase a product, any product, have not changed.
We still as consumers weigh our options. Cost vs. Benefit - What's in it for me - Can I afford it?
In Houston, we have a lower than normal Median Price Range for the Nation. This is one of the largest obstacles to overcome. While we all may love to have Solar Panels, Rainwater Capture System, GeoThermal or whatever. Many and probably the Majority, simply can't afford it.
Second, Well- It's that word Green again. We need to get back to basics and explain 'Green' homes in a way that makes sense. Do we use 'Green' Flooring for a Healthy Home or do we maybe use a Wood or Tile that promotes less accumulation of dust and allergens for a more comfortable home to those with Allergies and Asthma? The two statements are very different.
Third, building inventory homes is a Business that sells a product. We need to remember that if we are using a checklist for a Green Building Program, checking off points to make the home Green - That Green means something different to everyone. While one may consider putting an additional $5000 in to Mechanical Equipment, the buyer of the home may want a Healthier Home. And Vice Versa.
I think from a Sales perspective we need to get back to the Discovery stage of things. What do people want?
Ok, for a more in depth (much more in depth) version of what I am trying to say here watch the power point presentation below. It has graphs, Houston Economic information and everything. Oh, and it also explains why I feel that nearly every single homebuyer wants Green Features in one way or another.
Well Said!
I meet this every day at the store. I now make it my mission to not "talk about" my green products, but instead to interview the person that has come to me to identify their need FIRST! Way too many people are being "sold too" with GREEN, that they do not know what they want or need and are confused by the options. Your mention of "Green Floor" is perfect - what "type" of "Green" is the buyers need. Is it sustainable in that it can withstand kids and dogs? Is it clean air/IAQ? Is it rapidly renewable? Is it responsibly manufactured? Is it free of petro/chemicals? Is it part of the Thermal Mass of a building to moderate heating/cooling? Is it something that is affordable by the buyers and add resale value? Some people laugh when I mention "Green Carpet" because to them there is no such thing as a carpet that can be green. To others, carpet is a must have in a home, but they want to be responsible in their purchasing decisions (not to mention Carpet is the most affordable flooring after subfloor solutions). Everyone has to determine what is their priority to them FIRST and find building professionals that mesh with their needs. A home is a major purchase, the single biggest purchase for most indivduals. A realistic "Cost / Benefit" has to be done for remodeling and building purchases. What we can do best in this industry is help raise the bar for Construction and habitation - much as it has been in the food industry. BOTH havea long way to go!
Comparing Construction Green to Food Green is comperable - (we need both -shelter and food) Define Organic? Natural? Responsibly Harvested? Fair Trade? Which is "better" Farm Raised fish or Fresh Caught? Which is better GM foods that can grow in poor conditions like Africa or stopping the spread of GM foods because of the contamination concerns? Define "Better" before you can answer the question.
Once value is identified, it can be realized in the market. With or without the word "Green".
I was notified today by a client that a recent Energy Star home was valued exactly equal to other neighboring homes as "all the Energy Star value was imbedded in the walls and not able to be allowed premiums on the "Comps" and the home was valued more on Total SF, countertops, flooring, and garage by the appraiser!" I asked if they could fire the bank's appraiser! We have a LONG WAY to go!
Anyway, great post!