Do buyers prioritize energy efficiency in their buying decisions? The answer is no. In light of this, these are the steps taken to improve buyer awareness when it comes to energy efficiency or zero energy.

1. Selling & Marketing High Performance Homes
Presented by
Philip Beere
G COMM
www.g-comm.co

2. 2
Where We Build
Subtitle here
EEBA 2017| Atlanta

3. 3
Subtitle here
Contrary to popular belief, Lorem Ipsum is not
simply random text. It has roots in a piece of
classical Latin literature from 45 BC, making it
over 2000 years old. Richard McClintock, a Latin
professor at Hampden-Sydney College in
Virginia, looked up one of the more obscure Latin
words, consectetur, from a Lorem Ipsum
passage, and going through the cites of the word
in classical literature, discovered the undoubtable
source.
EEBA 2017| Atlanta

4. 4
Subtitle here
EEBA 2017| Atlanta
o RESNET estimates
o based on 2000 sf

5. 5
Homes Built
Subtitle here
EEBA 2017| Atlanta
2014 2015 2016 2017 2018
Prescott 2 3 27 P P
Prescott Valley 34 49 36 R R
Phoenix 10 2 7 O O
Flagstaff J J
Wickenberg E E
Clarkdale C C
Chino Valley 5 7 15 T T
Glendale 19 E E
Payson 4 1 D D
TOTAL 51 65 105 200 250

6. 6
Company Goals
2018
Market Lader
Premium Price
EEBA 2017| Atlanta
We believe marketing will help us get there
✓ Validate Premium Sales Price
✓ Gain Market Share
✓ Attract New Opportunities
✓ Purchasing Power

7. 7
Homeowner Survey
We Asked⎥They Told Us
① What do you like most about your home?
② How did you make your buying decision?
③What other builders did you consider?
④ Do you know what a HERS Index is?
⑤ How do you rank: health - energy - design – location
⑥ What are you willing to pay more for?
⑦What would you design differently?
⑧ How long do you plan to live in your home?
⑨ Electric Usage?
⑩ What would you like to see on the web site?
EEBA 2017| Atlanta

8. 8
Survey Results
The good and the bad
①Location
②Design
③Health
④Energy Efficiency
Customer
service
Avg electric
$40
Buying Decision Rank
EEBA 2017| Atlanta

9. 9
Marketing and Education
Educating the Sales Agent
Grew from niche to a brand worth more than $1bn
Sensodyne identified and overcame lack of
awareness of the condition (ee) and put in place a
communications step which had previously been
missing: education
It deployed a communications model to engage
both consumers and Dentists (Realtors).
And, captured the core category values of
expertise and authority.
http://bit.ly/sensodyne22
EEBA 2017| Atlanta

10. 10
Education
Mandalay’s Marketing Revamp
①Sales Agent Training
②Sales Office Signage
③Email Campaigns
EEBA 2017| Atlanta

11. 11
Sales Agent Training
and Staff Training
①Mandalay Mission and History
②Why and How We Build
③Energy Trends and Ratings
④CEU Approved
⑤Quiz
⑥Continued Education Options
EEBA 2017| Atlanta

12. 12
Sales Office Signage
Educating the Buyer
Expo 2018 | Presentation

13. 13
Email Campaigns
Customized
① Existing Database
② Backlog Campaign
③ New Homebuyer
④ Web Site Capture
⑤ Existing Homeowners
EEBA 2017| Atlanta

14. 14
Digital Marketing
Email campaigns, Video, Web Site, Social
① Email Campaigns
② Web Site
③ Video
④ Customer Experience
⑤ Rapport Building
⑥ Homeowner Maintenance
EEBA 2017| Atlanta

15. 15
Challenges
Constantly Evolving
①Getting trades on board
②Customer service
③Few marketing companies understand
the topic
④Translating the simple into the
complex
⑤Agencies knowing the latest
platforms, tools, and marketing trends
EEBA 2017| Atlanta

16. 16
Marketing Tools
Launching 4Q ‘17
① Upwork
② Slack
③ Act-On
④ GoToWebinar
⑤ Company Trainer
⑥ Graphic Design
⑦ Web Master
⑧ Copywriter
Expo 2018 | Presentation

17. 17
Early Metrics
Subtitle here
This shows the change in average organic reach over a period of 3 months just from changing
posting technique to more strategically post based on data vs randomly.

18. 18
Innovation: Building & Marketing
Company Cohesion
EEBA 2017| Atlanta

19. 19
Subtitle here

20. Philip Beere
G COMM
www.g-comm.co
@philip_james_
b