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10 Practical Strategies Suggested for Green Marketing
Leading a seminar at the NAHB National Green Building Conference earlier this month in Dallas on “10 Practical Strategies for Green Marketing,” Jim Groff, president of the York, Pa. firm Baublitz Advertising, offered some ideas on how green builders and remodelers can become a dominant force in their marketplace.
- Know thyself, said Groff. A brand, he said, is more than a logo or a tagline — everything communicates something. You’re selling trust, and you’re selling a solution to a need.”
To establish that trust, builders should talk about “years in business, your values and why the consumer should care” — whether it’s convenience, peace of mind or proof of your abilities, he said. “Your brand should be the one thing that separates you from the competition.”
- Know your stuff, he said. “Confused people don’t buy,” Groff said, and successful green builders and remodelers cut through that confusion by positioning themselves as a source of knowledge.
That doesn’t mean that every builder must be an expert in all aspects of green design and construction, any more than a successful Little League coach must be an expert on the rules of baseball. “You don’t need to know everything. You just need to know more than the kids,” he said.
That said, builders should know where to get the information they need — and start with NAHB. “Be a good student to be a good teacher,” Groff said.
- Make sure that you have a written communications plan for your company that includes an assessment of the overall market, target audience, the effect of trends, what media to use, a message and a timeline. “You can’t be all things to all people,” Groff said.
A written plan also ensures that expectations are clear and that the builder can gauge whether the plan is achieving its goal. “What is your objective? Do you want people to visit your Web site, or attend a seminar?” he asked.
When hiring an outside firm, expect to pay between 2% and 5% of total sales on marketing and media, he said. “Every expenditure is like tuition. You learn from your mistakes,” Groff said.
- Make sure the message you choose differentiates your business from the competition. The message, Groff said, “has to be more than about quality or green. It has to be unique, meaningful and credible. If it doesn’t mean anything to your target market, it doesn’t mean anything.”
One good selling point is value, he said. Builders cannot promise energy savings but they can talk about features that can help achieve it. “Even smart people often need you to connect the dots,” he said.
- Make sure your customers understand the importance of your credentials and certifications, including the Certified Green Professional designation, an NAHBGreen-certified home or a Green Approved building product.
“If you’ve got it, flaunt it, Groff said. Even if it’s true that in 10 years everyone will be green, it’s still an advantage for now. “Use it for the next 10 years,” he advised.
- “Fish where the fish are,” said Groff. So-called “dark green” home buyers still trend toward being affluent, well-educated, married and 40-ish. “Medium green” buyers are looking for hope, convenience and prevention of possible health issues or high energy prices. “Light green” buyers are driven mostly by self-expression and status, he said.
“Qualify your prospects. Listen more than you tell,” he added. “You don’t know what their hot buttons are if you are doing all the talking.”
- Choose tactics that are right for your target audience — and also your budget. First, all corporate identity materials — truck logos, uniforms, the Web site — should be “professional and consistent,” he said.
Beyond that, take advantage of public speaking engagements, social networks such as Facebook, home parade and expo participation, e-newsletters and other means “as frequently as you can give folks meaningful information,” and establish yourself as the expert they seek.
- If you decide to hire an advertising or public relations agency, shop around, Groff said. Make sure that work samples are the product of people who are currently on staff; also, share your budget and discuss expected results.
“Look for compatibility, clear dialogue; find someone you trust, and take their advice,” he said.
- Don’t overpromise. “Speak the truth” about energy-efficiency claims or possible health benefits, Groff said. “Never greenwash, because all of us will lose.”
- All builders and remodelers who are going green are “growing” the category — but early adaptors will get the earliest benefit. Once the market returns, “growth will benefit the category leaders,” and that’s likely to be green builders, Groff said.
For information on green resources available from NAHB, e-mail Calli Schmidt, or call her at 800-368-5242 x8252.
 ‘National Green Building Standard’ Available at BuilderBooks.com
“The National Green Building Standard,” available through BuilderBooks.com, provides “green” practices that can be incorporated into multifamily and single-family new home construction, home remodeling and additions and site development.
The standard covers lot design, resource, energy and water efficiency; indoor environment quality; and owner education.
Currently the first and only ANSI-approved green building rating system, the National Green Building Standard is the benchmark for green homes.
To view or purchase this publication online, click here.
 The Future of Residential Construction Is Green
The Certified Green Professional (CGP) designation teaches builders, remodelers and other industry professionals techniques for incorporating green building principles into homes using cost-effective and affordable options.
Earning the CGP demonstrates to clients and peers your commitment to the best and latest in green building practices and techniques. More than 1,000 people have earned the CGPdesignation to date.
For more information, visit www.nahb.org/CGPinfo.
‘Building Greener Neighborhoods’ Available at BuilderBooks.com
“Building Greener Neighborhoods,” available through Digital Delivery at BuilderBooks.com, shows those involved in building new communities the advantages and rewards of saving, planting and transplanting more trees in their developments.
The examples are drawn from decades of experience of land developers, home builders and urban foresters.
To download this publication in a PDF format, click here, or call 800-223-2665.
 ‘Build Green and Save’ Available at BuilderBooks.com
“Build Green and Save: Protecting the Earth and Your Bottom Line,” available through BuilderBooks.com, is a comprehensive, easy-to-read reference that shows builders how to identify and select green building materials; implement green construction techniques; explain the benefits of green housing and offer affordable green building solutions to consumers; and use resources wisely and reduce water and energy consumption.
To view or purchase this publication online, click here, or call 800-223-2665.
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