Selling ENERGY STAR New Homes

Transcription

1 EPA S ENERGY STAR New Homes Program Selling ENERGY STAR New Homes

2 Selling ENERGY STAR New Homes What You ll Learn 1. The Basics what every salesperson should know about ENERGY STAR 2. Five Best Practices how the leaders use ENERGY STAR to their advantage 3. ENERGY STAR Tools how you can add ENERGY STAR to your sales toolkit

3 Selling ENERGY STAR New Homes Section 1: The Basics

4 The Basics What is an ENERGY STAR Home? Energy Efficient Performance Third-Party Verified 30% > Model Energy Code, & 15% > State Code Credible - Government-backed label Voluntary

5 The Basics Typical Features Tried and true technologies Envelope Improved Insulation Tight Construction Advanced Windows Mechanical Equipment High Efficiency HVAC Tight Ducts Right-Sized HVAC Whole House Ventilation

6 The Basics ENERGY STAR Fundamental Q: Does energy efficiency cost more? A: No!!! Price Cost

7 The Basics COST of Energy Efficiency Efficient Home Monthly Annual Utility Savings * $40 $480 Additional Mortgage Costs ** -$15 -$180 Cost Savings $25 $300 * Likely to increase while mortgage remains fixed * * Based on $2,000 additional house price/value

8 The Basics Why is Energy Efficient Better? Efficiency efficient homes deliver: Lower utility bills & More comfort Increased durability Improved indoor air quality Protection of the environment a better product for a lower cost

9 The Basics Lasting Value of Energy Efficiency The value of most design features (e.g. counters, finishes) will become obsolescent, but The value of energy efficient features (e.g., comfort, health, durability high resale value) increases over time.

10 The Basics How you know it s ENERGY STAR Look for the label the mark of an ENERGY STAR qualified home ENERGY STAR Certificates are also available

11 The Basics Summary ENERGY STAR homes: Are 15%-30% more energy efficient Use tried and true technologies Must pass a third party inspection Save $$$ each month Deliver comfort, quality, durability and environmental protection - no extra charge!

12 Selling ENERGY STAR New Homes Section 2: Five Best Practices

13 Five Best Practices Best Practice No. 1: COMMIT to telling every customer that your homes earn the ENERGY STAR

14 Five Best Practices Commit to telling your story If you don t tell your story, you give it away! Vern McKown President, Ideal Homes

15 Five Best Practices Commit to telling your story Typical Story + ENERGY STAR = More Buyers Price Location Facade Floor Plan Amenities Govt.-Backed Label Energy Efficient Building Science More Comfort/IAQ Improved Durability Reduced Pollution Endorsement Cost Conscious Adv. Technology Comfort/Health Low Maintenance Environmental

16 Five Best Practices Commit to telling your story Instead of asking Can I help you? Say: There is so much we ve done to improve the quality of our homes that you our homes that you can see. When you are done looking, I d love to tell you about 7 technology innovations you can t see that save you $1,000 s while improving the comfort, air quality and durability of our homes.

17 Five Best Practices Best Practice No. 2: TRANSLATE energy efficient features into real benefits for customers

18 Five Best Practices Translate features into benefits Insulation Tight construction Advanced windows State-of-the-art equipment Sealed ducts Whole house ventilation Combustion safety and more

19 Translate features into benefits PROPERLY INSTALLED INSULATION What Key Benefits: to Tell Customers: Lower utility bills Without Improved properly comfort installed Quieter insulation, it s like Added wearing durability a jacket open on a cold winter day.

20 Translate features into benefits TIGHT CONSTRUCTION What Key Benefits: to Tell Customers: Lower utility bills Air-tight Improved construction comfort is like Quieter closing a hole in your Added wall durability the size of an open Improved window. air quality Seal all cracks and penetrations Courtesy of Building Science Corp.

21 Translate features into benefits ADVANCED WINDOWS What Key Benefits: to Tell Customers: Lower utility bills Advanced Improved technology comfort windows Quieter improve comfort, protect Added your durability furnishings from Protection UV, and from throw UV in the view for free!

22 Translate features into benefits STATE-OF OF-THE-ART EQUIPMENT Key What Benefits: to Tell Lower Customers: utility bills Improved You expect comfort a state-of of- Quieter the-art processor with a Added new computer; durability you Long should warranties expect the same with the comfort system for your next new home.

23 Translate features into benefits SEALED DUCTS What Key Benefits: to Tell Customers: Lower utility bills Duct Improved leakage comfort in a typical Quieter home is 30%! Are Added you durability comfortable pumping that much conditioned air into your attic? Seal ducts with Mastic.

24 Translate features into benefits WHOLE-HOUSE HOUSE VENTILATION What Key Benefits: to Tell Customers: Improved comfort Think Improved of what air you quality pay for a cup of coffee a day. Wouldn t you pay 50 a day for over 100,000 cubic feet of fresh, filtered air? Courtesy Washington State Univ. Energy Program

25 Translate features into benefits COMBUSTION SAFETY What Key Benefits: to Tell Customers: Improved safety Advanced Improved heating air quality and water Lower heating utility bills systems save you $$ and provide extra protection against harmful combustion gases. Courtesy of Building Science Corp.

26 Five Best Practices Best Practice No. 3: ATTRACT more customers to your energy efficient homes by using ENERGY STAR

27 Five Best Practices Attract buyers with benefits Newspaper Ads Real Estate Magazine Ads Web Sites Billboards Banners Signage

28 Attract buyers with benefits Newspaper & Real Estate Ads

29 Attract buyers with benefits Newspaper & Real Estate Ads

30 Attract buyers with benefits Web Sites

31 Attract buyers with benefits Billboards

32 Attract buyers with benefits Banners

33 Attract buyers with benefits Signage

34 Five Best Practices Best Practice No. 4: REINFORCE your energy efficiency story with Silent Salespersons

35 Reinforce with Silent Salespersons Customer Testimonials

36 Reinforce with Silent Salespersons Benefits Labels

37 Reinforce with Silent Salespersons Interior Signage

38 Reinforce with Silent Salespersons Interior Signage

39 Reinforce with Silent Salespersons Technology Displays

40 Reinforce with Silent Salespersons Technology Displays

41 Reinforce with Silent Salespersons Technology Displays

42 Five Best Practices Best Practice No. 5: REMIND your customers of your energy efficiency story

43 Remind customers of your story ENERGY STAR Brochure

44 Remind customers of your story Custom Brochures

45 Remind customers of your story ENERGY STAR Fact Sheets

46 Remind customers of your story Custom Fact Sheets

47 Remind customers of your story Energy Feature Checklists

48 Selling ENERGY STAR New Homes Section 3: ENERGY STAR Tools

49 ENERGY STAR Tools ENERGY STAR Logos Certification Mark Partner Logo Promotional Mark Linkage Phrase Logos

50 ENERGY STAR Tools ENERGY STAR Sales Toolkit Customized ENERGY STAR materials Easy to use Produces editable Word documents

51 ENERGY STAR Tools ENERGY STAR Web Site Partnership Resources - Partnership agreement - Partner/Incentives Locator Tool - Regional Web Sites Marketing Resources - ENERGY STAR Logos - Marketing Presentations - Change PSA Campaign Technical Resources - Builder Option Packages - Sampling Protocol - Man. Hsg. Guidelines - Systems-Built Guidelines

52 ENERGY STAR Tools ENERGY STAR Ad Partnership

53 ENERGY STAR Tools ENERGY STAR Partner Awards 100% Builder Commitment Achievement Awards - Builders/Rater (50/150/300+) - Providers/Sponsors (250/500/1000+) Partner of the Year

54 Selling ENERGY STAR New Homes Review

55 Review: What to Tell Consumers ENERGY STAR homes: Are more energy efficient Use technologies Must pass a each month Deliver, quality, and environmental protection

56 Review: The Five Best Practices Commit to telling your story Translate features to benefits Attract more buyers with benefits Reinforce with Silent Salespersons Remind customers of benefits

57 How to Reach ENERGY STAR On the Web at: