1. “Go green.”  More and more consumers are realizing the importance of buying green homes.  Energy efficiency measures alone can save them thousands each year.  The rising number of “light green” consumers, those motivated to go green by the promise of energy cost savings, is going to push the demand for these types of homes.  “Dark green” consumers, those who have been on the bandwagon for years and are doing it out of their beliefs about the planet, are going to be looking for more than just energy efficiency.  Features like recycled materials, indoor air quality, local materials, and non-toxic interiors are going to be popular with this set.

2. “Share your green philosophy.”  This ties in closely with the next point, but consumers want to know that their home builder is doing all they can to reduce their impact on the environment, as well as reduce costs.  Including a green philosophy in your marketing materials may make the difference between who a consumer chooses to buy their house from.  It is important to make sure this philosophy extends beyond just buildings and construction practices.  Take a look at day-to-day business practices to see if they can be “greened up.”

3. “Find your green niche.”  Cardis advocates knowing your potential customers “so you can combine tangible value with the green benefits they want and can afford.”  Whether it be high-end or low-income housing, each presents its own green design challenges.  Knowing what your customer base can afford, and where their money is best spent, can help you gain their confidence, and, hopefully, their business.

4. “Avoid green washing.”  Basically, don’t make promises you can’t keep.  Some home builders are guaranteeing that their houses will not cost more than X dollars a year to heat and cool.  If you can make such a promise, great, but be ready to pay if the house doesn’t perform.  Be sure to research materials and equipment carefully, as the green claims of some products are not always true.  Make sure that if you are advertising a “no VOC” (volatile organic compound) house, that all of your materials measure up.