Why Aren’t Green Homes Mainstream?
11:10 - 12:00
Perhaps because we are telling the wrong story!
The story we are telling when it comes to promoting the benefit of a green home too often focuses solely on return on investment and not on the overall value proposition of a green home. Return on investment is an important measure of value but it is not the only one to consider in the purchase of a new home.
The reality is that green building requires a holistic approach to the home and it incorporates sustainability into the design of the home and at every reasonable opportunity thereafter. Green is not simply a kit of parts you apply to a house. At its essence a green built home is simply a better, more responsible home that is healthier, requires lower ongoing maintenance, has lower operating costs, is more energy efficient and has a smaller environmental footprint The messaging surrounding green homes needs to focus on the fact that they are simply better homes. Real value is in the health, durability (even in the short term), performance, comfort and savings. How is it that a consumer will pay for a heated seat in their car but not for a better insulated home?
Is “green” holding us back, confusing the issues and confusing the customer? How do we simplify the real value proposition of green homes? How do we simplify a complex story or system? Do we need to reframe the value proposition to both buyers and industry? What are the core issues and have we lost touch with what a good home is in the green messaging? Are there multiple measures of ROI?