Who Leans Green?
Editor’s Note: This is the first in a series of posts about sustainable/green building provided by members of NCHBA’s Green Building Council.
Women and millennials lean green. For women, the health and wellbeing of their families is the most important driver for behavior. Millennials are more environmentally and globally conscious. Builders will be most successful selling green homes when the superior performance and livability of the home (e.g., that it is efficient, healthy, and comfortable) is emphasized; the “greenness” is third party certified; and a commitment to sustainability is woven into the builder’s corporate responsibility.
Couple this information with two facts. One, women make 91% of home decisions (Harvard Business Review). Two, Millennials now represent the largest cohort of home buyers (37%, National Association of Realtors’ 2019 Home Buyers and Sellers Generational Trends Report). Maybe we should listen to what they want!
Understanding what consumers value – and then delivering just that – is one key to success and profitability. The staff at Home Innovation Research Labs have compiled information from consumer research studies over the past eleven years or so and make this information available to you here.
Separate yourself from the competition and build a better house. Let your customers know that your homes do not waste energy and that you pay attention to indoor environmental quality. Then let them know that you got your homework graded – your high performance homes are tested and verified by a third party and certified to the National Green Building Standard (NGBS)
Want to know more about NGBS and building better, high performance homes? The Builder’s Resource Guide is a great place to start.