Good News! If you were to map out a profile of the typical American buying homes today and lay it next to a profile of the typical person who wants a greener, more energy efficient home, the profiles would be extremely similar. The truth is, today’s buyer wants control, comfort, quiet, beautiful light, consistent temperatures and freedom from fear about chemicals/toxins/indoor air quality. But you’ll almost never hear them say, ‘I want a green home.” The benefits they’re after ARE the benefits of a green home…they just don’t talk about it that way.
Despite that, builders often believe consumers don’t want green homes and don’t want to pay for them. And as building codes in California continue to become more stringent and seemingly unattainable, builders across the country are watching the West Coast for a glimpse at what may be heading their way. Whether or not these new regulations can be met is anxiety-inducing enough, but are consumers willing to pay for the cost of compliance?
So let’s dig into the data, uncover the realities and find the ways forward.
Professional Builder Magazine and Shelton Group joined forces to discover builders’ perception of what homebuyers truly want. They conducted a survey of EEBA members and Professional Builder readers to gauge both their understanding of the consumers’ willingness to pay for more sustainable homes and their understanding of California’s Title 24. Shelton group polls Americans on a an ongoing basis and hears directly from consumers in the market for a new home about what they actually want.
In this session, Suzanne Shelton will present the results of Professional Builder Magazine’s survey and compare those to Shelton Group’s national Pulse® data of what consumers actually think and what they’re willing to pay for. You’ll gain valuable insight into what’s real, what’s imagined, and what your features and story must be so that you can sell sustainable, beautiful, and code-compliant homes.