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Survey by Insulation Manufacturer Finds Builders Need to Step Up Marketing of Green Materials

By taking a more aggressive marketing approach, home builders and contractors have a huge opportunity to tap a growing and potentially profitable market for green and energy-efficient materials and products, according to a survey released this past summer by Icynene Inc. and the NAHB Research Center.

Headquartered in the greater Toronto area, Icynene is a member of the National Council of the Housing Industry — the Supplier 100 of NAHB.

Nearly half (46%) of those responding to the survey — which was conducted among consumers expecting to buy a new home or to spend more than $10,000 on renovations in the coming year — said that they were eager to incorporate green products into their homes, especially if they save money.

But the survey indicated that builders weren’t doing a very good job of selling green or energy-efficient products to their customers:

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• Only 14% of those polled said that their builder or contractor had told them of green or energy-efficient options and provided information about their benefits and cost advantages.
• Of the respondents who said that they did not plan to invest in green products, 56% said it was because they were not aware of available options and 23% said it was because their builder or contractor did not tell them about these options.

The survey provided substantial evidence that builders can enhance their business by providing green products. In choosing a builder, 55% of survey respondents said that offering energy-efficient windows and doors would be a plus; 52% would be swayed by those offering energy-saving appliances and 51% would give a preference to those offering insulation that delivered significant energy cost savings over conventional insulation.

Among other survey results:

• In selecting building materials, 83% of the respondents said that the product’s ability to make the home more durable and last longer was their top priority, followed by its ability to reduce home operating and maintenance costs (76%).
• Nearly two thirds (64%) said they were willing to invest $1,000 or more on upgrades that deliver monthly energy savings of up to 50%; nearly 20% were willing to invest more than $5,000.
• More than half of the respondents expect a builder or contractor to provide them with a range of insulation options, including installation costs and potential savings over time.
• Nearly a third (28%) expect a builder or contractor to use the most energy-efficient insulation as standard practice regardless of the installed cost.
• An energy guarantee from a builder or contractor would encourage 55% of respondents to invest more in energy-efficient upgrades if a builder or contractor provides an energy guarantee. Icynene notes that builders can address this challenge by using products like the Icynene Insulation System®, an expanding soft foam insulation. Icynene is a participant in Environments For Living®, a program that offers home owners a range of energy use guarantees.
• While more than 80% of respondents say the desire to save money is the major factor in their decision to consider green building materials, builders can increase the marketability of green upgrades by showing how cost-savings, home durability and health benefits are often linked. For example, a product like The Icynene Insulation System® creates a continuous air barrier that helps deliver energy-cost savings of up to 50% over conventional insulation, while sealing out outdoor air pollutants and minimizing the conditions in which mold will grow, says the manufacturer.

This feature is solely for educational and informational purposes. Nothing on this page should be construed as policy, an endorsement, warranty or guaranty by the National Association of Home Builders of the featured product or the product manufacturer. The National Association of Home Builders expressly disclaims any responsibility for any damages arising from the use, application or reliance on any information contained on this page.

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