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Marketing and Selling Zero Energy Homes


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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.

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Marketing and Selling Zero Energy Homes

  1. 1. Selling & Marketing High Performance Homes Presented by Philip Beere G COMM
  2. 2. 2 Where We Build Subtitle here EEBA 2017| Atlanta
  3. 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. 4 Subtitle here EEBA 2017| Atlanta o RESNET estimates o based on 2000 sf
  5. 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. 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. 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. 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. 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. EEBA 2017| Atlanta
  10. 10. 10 Education Mandalay’s Marketing Revamp ①Sales Agent Training ②Sales Office Signage ③Email Campaigns EEBA 2017| Atlanta
  11. 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. 12 Sales Office Signage Educating the Buyer Expo 2018 | Presentation
  13. 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. 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. 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. 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. 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. 18 Innovation: Building & Marketing Company Cohesion EEBA 2017| Atlanta
  19. 19. 19 Subtitle here
  20. 20. Philip Beere G COMM @philip_james_ b