{"id":3964,"date":"2016-02-02T20:14:44","date_gmt":"2016-02-02T20:14:44","guid":{"rendered":"http:\/\/www.visualconstructionmarketing.com\/?p=3964"},"modified":"2016-02-02T20:19:26","modified_gmt":"2016-02-02T20:19:26","slug":"how-to-market-your-high-performance-green-building-materials","status":"publish","type":"post","link":"https:\/\/visualconstructionmarketing.com\/2014\/how-to-market-your-high-performance-green-building-materials\/","title":{"rendered":"How to Market Your High-Performance, Green Building Materials"},"content":{"rendered":"

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Educating the green residential market through visualization<\/span><\/i><\/h4>\n

As you well know, building green has been a growing trend for several years now. And that growth is usually associated with commercial construction.<\/span><\/p>\n

But, it appears, residential construction is catching up. According to a <\/span>2015 survey done by Dodge Data & Analytics<\/span><\/a> (DD&A) and the National Association of Home Builders (NAHB)<\/span>, green building now makes up about 30% of the total housing market. Homebuilders expect continued growth as consumers become more educated about green products. And as the demand for green homes increases.<\/span><\/p>\n

You know your building product is great, and that homebuilders should install it in every home they build. And homebuyers should insist your product be a part of any green home they are thinking of buying. <\/span><\/p>\n

The builders who already know, like and trust your products know it, too. <\/span><\/p>\n

So what\u2019s the best way to educate builders and consumers who aren\u2019t yet familiar with you? How can you and your sales reps explain the benefits of your building material? And how it can be a trusted, integral part of their next green home?<\/span><\/p>\n

Well, if you know me at all, you know what I\u2019ll recommend\u2026 But I\u2019ll hold off for a moment, and build my case with three main factors you need to consider\u2026<\/span><\/p>\n

The challenge you face is marketing to two distinct audiences and determining the best ways to do that. <\/span><\/p>\n

On the one hand, you need to continue marketing to builders as you always have. But perhaps with a twist (<\/span>we\u2019ll cover that in a minute\u2026<\/span><\/i>).<\/span><\/p>\n

On the other hand, you need to market to current and future homeowners. According to the DD&A \/ NAHB report noted above, the most green-savvy homeowners are age 55 and older. This group has the most homeownership experience right now. But it\u2019s equally important to meet the other demographics, including the millennials, where they are as well. <\/span><\/p>\n

As the younger, more environmentally-conscious millennials gain home buying experience and knowledge, their demand for high-performing homes will increase.<\/span><\/p>\n

And that\u2019s where you need to focus your marketing efforts. Educating <\/span>all<\/i><\/b> of your audiences on energy performance and clearly showing where your product fits into that story. Whether your product is <\/span>hempcrete<\/span><\/a>, solar panels or durable exterior finishes, your product has a place in the big picture. Your marketing\u2019s #1 job should be to clarify the deep benefits your product will provide to your prospects.<\/span><\/p>\n

Selling to homeowners\u2026<\/b><\/h4>\n

When you educate homeowners, it\u2019s critical to look at how your marketing can connect their emotions with your product. They don’t make the decision on a majority of the products going into their home. But they will usually have to pay a premium for a green home. <\/span><\/p>\n

Educating homebuyers ahead of time on the benefits of a home featuring your product, increases demand for your product. Increasing the number of builders looking for your product on their next green homes.<\/span><\/p>\n

Are you clearly showing and explaining how your product helps make their home more healthy, safe and durable?<\/span><\/p>\n

Are you illustrating how your building product protects them from any real or perceived pains or hassles their family might be facing, or worry about facing?<\/span><\/p>\n

In a <\/span>previous blog post<\/span><\/a>, you can begin to see how visualizations can help you do just that.<\/span><\/p>\n

\"Building<\/p>\n

Selling to builders\u2026<\/b><\/h4>\n

To sell to homebuilders, focus on their biggest problems and make sure your product helps solve them. For most builders their focus is selling more homes and maintaining good profit margins.<\/span><\/p>\n

Mark Mitchell, a top marketer helping building material manufacturers, points to some of the key things you should focus on in <\/span>one of his past blog posts<\/span><\/a>. A builder wants:<\/span><\/p>\n

    \n
  1. Solutions<\/b> to their problems<\/span><\/li>\n
  2. Knowledge<\/b> \u2013 they want to be educated about your product<\/span><\/li>\n
  3. Competitive <\/b>(not lowest)<\/span><\/i> price<\/b> \u2013 if there is a premium for your green product, they want assurance that it is a fair price<\/span><\/li>\n
  4. Relationship<\/b> \u2013 they want to know you have a local supplier that can be available for delivery and support<\/span><\/li>\n<\/ol>\n

    So do your homework and make sure you know the homebuilders you\u2019re marketing to. What are the frustrations they\u2019re dealing with? How can you help them sell the benefits of your product? How can your green product help them sell more homes?<\/span><\/p>\n

    You can\u2019t expect them to make the leap. You need to connect the dots as clearly and quickly as possible in your marketing materials.<\/span><\/p>\n

    Help them \u201cfind the money\u201d if your product involves a trade up from their usual product. Help them see how your product will help them differentiate themselves and their homes from other builders in their area. Show how your product can make their job go faster or with fewer headaches.<\/span><\/p>\n

    Key features of green products…<\/b><\/p>\n

    The final factor to consider for marketing your green building products is what consumers and builders consider the most important features. <\/span><\/p>\n

    These will change over time, according to trends, but in the DD&A \/ NAHB report, the most important features of green products are: <\/span><\/p>\n