Energy Savings is Top of Mind for Buyers; Now What?

We've all read how important energy savings are to today's home shopper.  Some marketing analysts say energy savings are considered right after the floorplan and location -- in essence, the #3 determining purchase factor.

And, today's buyers recognize they're not merely "doing good" with energy efficient features...they can actually save money!  Take a look at KB Homes' interactive touchscreen presentation's display highlighting a specific floor plan's energy savings as compared to a comparable resale home; it's definitely an eye opener!

Buyers want to see the impact of verifiable energy efficiency savings

A recent BUILDER interview with Cliff Majersik, Institute for Market Transformation's Executive Director, highlighted a dilemma facing home builders, buyers and mortgage lenders related to energy efficiency: mortgage lending/prequalification doesn't take these real, month-over-month into account in determining a buyer's ability to purchase.

As a result, these significant, verifiable and month-over-month savings don't translate well into the bulder's purchase price, either.

Majersik contrasts this situation to the costs associated with homeowner's insurance -- which is included in the qualification process.  If a buyer can recognize $400, $800, $1,000 savings in their out-of-pocket expenses related to the purchase of the new home...why not factor those savings into the lending process? And, see an associated increase in the builder's selling price, too.

It's an interesting question; what do you think?

US Senators Bennet and Isakson have proposed legislation (S. 1106 -- known as the SAVE Act) that would include a borrower's expected energy costs when financing a house.  The BUILDER interview as well as information regarding the SAVE Act are available from the BUILDER website here.

Twice as many American consumers prefer newly built homes!

Were you aware of that statistic? It's discussed in a recent Builderonline article -- and based on an April 2014 Harris Poll. You can read the details here.

Let buyers tour the Neighborhood with an interactive map!

Top reasons for the new home preference? Modern features (think bigger closets and kitchen islands), customization options (such as kitchen islands or pre-wired bedrooms, kitchens, family rooms) and maintenance/repair savings.

One interesting item is the number of times respondents mention "the neighborhood" as important in their homebuying decision.

How does your new home marketing address these buying considerations?

Here's where "tradigital" marketing tools can enhance your sales office to stand out and address home shopper needs: add an interactive touchscreen system to highlight solutions to these stated home shopper objectives!

Let your home shopper customize their home with interactive structural options (add the bonus room, build out the basement, try on bedroom 4 instead of the den). Then, encourage them to email the results to anyone/everyone! Or, print their customized floor plan in the sales office to review at home.

SalesTouch mark-up encourages buyers to highlight key features

Use CPS' SalesTouch mark-up feature to highlight what's special in your kitchen (the island, the double oven).

Address energy savings in the presentation, too! Millennial and boomer buyers -- both rank energy savings and green in their Top 3 objectives in a new home.

Let your home shopper virtually tour their new neighborhood -- exploring shopping, dining, schools, recreation -- the amenities your demographic prize.

We're available to help design your SalesTouch interactive presentation so you can see how tradigital will maximize your marketing process.