How to market home performance
High-performance homebuilders know that energy-efficient features would save buyers in the long run. Buyers, more now than ever, are actively seeking these features. But how do you market these benefits to resonate for new home sales or retrofits?
The Chicago REALTORS® Sustainability Committee hosted a webinar on this with Ri Prasad, Managing Director of AR2 Homes and Sandra Adomatis, SRA Designated Appraiser for Adomatis Appraisal Services.
The team noted that technical terms should be saved for the paperwork. While a HERS score below 50, or in the negatives, is to be praised, the uninformed buyer can’t translate what this means.
Instead, offer documented savings to drive impact and lead with the project’s IAQ, health and resilience.
The same goes for marketing a high-performance building envelope. Lead with keeping utility bills predictable and year-round comfort.
The data backs this up when marketed correctly: HERS-rated homes sold for 2.6% more than comparable unrated homes.
