Over thirty years ago, builders began approaching Gord Cooke about utilizing building science in their construction processes. Many expressed interest in incorporating energy strategies into their homes, but they also went back to their offices wondering how to actually sell it.
"The mistake is assuming that if it has to do with energy efficiency, to sell it as energy efficiency," says Cooke.
With over a decade of energy and marketing research studies, data from the Shelton Group shows that while many buyers are interested in energy efficiency, they are rarely motivated to buy a home simply because it will save them energy. Most buyers get caught up in other aspects of the home building process - the location, the paint colors, the countertops and cabinets - energy efficiency tends to get lost in the conversation.
But where does it fit it?
While Shelton’s group collects data through surveys and research, Cooke enjoys physically visiting sales centers for proof that people aren’t that interested in energy savings. Through his onsite experience, he believes the way to a buyer’s heart is to talk about a real emotional appeal.
"From a building science perspective, we want houses to be built tighter with a continuous mechanical ventilation system, provide them an opportunity to ventilate properly, and save money," says Cooke. "But [instead we should] talk about the healthy living environment - no bugs, no draft, no dust, fresh air. And then at the end of the conversation you say, 'By the way, besides these other things, you ALSO get all these great energy savings.'"
Cooke and Suzanne Shelton teamed up to create a very specific course aimed at teaching builders and their sales staff how to sell energy efficiency. Presented at the 2017 High Performance Home Summit, the full-day session is also available through EEBA's Houses that Work™ program and is especially beneficial for sales people. The class is one of 7 in the program and takes attendees through the building science of a home and turns every technical feature into a benefit for buyers.