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Homes built with green materials can draw c o n s i d e r a b l e a t t e n t i o n f r o m m i l l e n n i a l homebuyers. To keep your sales pitch on point, highlight systemic features that add further cost- and energy-effi ciency: Geothermal heat pumps are a source of renewable energy that use the earth's stable temperatures as an exchange medium, rather than using the outdoor air temperature. By concentrating the naturally existing heat subsumed in the earth, these pumps effectively cool and heat buildings. Some can provide a house with hot water. Photovoltaic (PV) solar panels are devices that use both solar and electric power to generate electricity. Crystalline-silicon (c-Si) is the most common type of photovoltaic technology. However, two other principal types include thin-film PV and concentrated PV. There is a growing demand for thin-film PV, and while this type is not as efficient as c-Si units, it's typically cheaper. Concentrating PV arrays — which are primarily used in the Southwest — use lenses and mirrors to ref lect solar rays and concentrate solar energy on high-efficiency cells. Recovery ventilation (RV) systems are replacing popular mechanical ventilation systems, which have been the systems of choice among green builders for decades. The popularity of heat-recovery ventilators and energy-recovery ventilators is due to increased energy efficiency and reduced low operating costs compared with mechanical ventilation. ■ Is Your Green Home Millennial Material? By Brittain Whiteside-Galloway CornerIng the Green Market By Valerie Lauer MARKETING MINUTE If you build it, will the buyers come? T HE MARKET FOR sustainable building practices and eco- friendly homes is growing; so is the need for smart strategies to increase consumer buy-in for your projects. It starts with knowing your audience. Single women are twice as likely as single men to buy new homes, according to the 2014 Profi le of Home Buyers a nd Sellers, a nd ecolog ica l causes ga rner strong suppor t from millennials, making each of these groups a prime target for green homes. But a ff luent buyers a nd middle-of-the-road consumers are also interested in making environmentally conscious choices. Diversify your message for optimal impact with these strategies. Create a Buzz Promote your sustainable building practices on social media and at industry events. Keep the green message front and center — that goes for any listings, fl yers or advertising you produce as well. Make green elements the focus instead of an addendum on a dull list of home features. Hone the Message Speak to your buyers' sensibilities with precise language. Use words such as non-toxic and high-performance to reach them on a visceral level. Show, Don't Tell Sell the value of investing in green building practices. Focus on how buyers' choices make a di¥ erence in their lives and in others'. Use colorful graphics and charts to highlight potential energy savings but avoid using exact dollar amounts. Play up health benefi ts such as indoor air quality for families and talk about the ecological impact of sustainable materials. The right strateg ies w i l l entice eco-friend ly buyers to your properties and help ensure you recoup the additional cost of green building practices. ■ BUILDERARCHITECT.COM Builder+Architect |

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