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Best Practices for Selling ENERGY STAR Certified Homes
Learn more at energystar.gov1
Agenda
• The ENERGY STAR Value
• The Sales Process
• Best Practices
• Q&A / Discussion
2
The ENERGY STAR Value
3
Some Big Changes
• More stringent core efficiency measures
• New inspection checklists
• Move from features to systems
• Additional Quality Assurance
• New marketing platform: Better is Better
4
Value in every certified home
5
Value in every certified home
• Guarantees that efficiency measures are included in every certified home
6
Value in every certified home
• Sets standards for often-overlooked details that have a critical impact on efficiency, comfort, quality, & durability
• Reflects 15 years of experience from EPA, researchers, industry, and thousands of partners like you
7
Value in every certified home
Unmatched value proposition for the homeowner:• Lower utility bills • Better comfort, durability, and quality• A more livable home
8
The ENERGY STAR brand promise
• Cost-effective
• Meaningful improvement in efficiency
• Equal or better performance
CFL Quality
Lifetime
Reliability
Starting time
Color
9
Value through building science
If you want your homes to be..
Building science says to have a..
1 2 3
10
Thermal Enclosure System
1 • Features– High-quality insulation installation.– High-performance windows & doors.– Tightly sealed home.– Reduced thermal bridging in walls.
11
Thermal Enclosure System
1 • Why is this important?– A well-insulated and air-sealed home,
with good windows and doors, reduces the amount of energy needed to keep the home comfortable.
12
Complete HVAC system
2 • Features– A right-sized and properly installed
heating, cooling, and duct system.– A ventilation system that meets the
industry standard.– Reduced safety and air quality risks from
combustion appliances.
13
Complete HVAC system
2 • Why is this important?– Improved airflow & efficiency maintain
comfort with less energy. – Proper sizing costs less and better
manages humidity levels. – Ventilation systems remove indoor air
pollutants, provide outdoor air, and filter dust and particles.
14
Water Management System
3 • Features– Water-managed roof, walls, foundation,
site, and building materials.
15
Water Management System
3 • Why is this important?– Prolonged moisture in walls, floors, and
ceilings can cause rot and mold, hurting durability.
– Wet walls, floors, and ceilings in air-sealed homes don’t dry as quickly; therefore, it’s more important to not let them get wet.
16
Third–party Verification
• Provides peace of mind that comes with making a smart purchase
• These homes undergo significantly more systems engineering, inspections, and testing than homes built to code.
• Therefore, you can identify and correct mistakes before they become problems.
17
The Sales Process
18
The Sales Process
Sales
Event planning
Marketing& Advertising
19
Talk about ENERGY STAR
no discussion = no benefit to you
20
Steps in Working with a Prospective Homebuyer
1) Introduce your company
2) Evaluate and understand each prospect
3) Fulfill buyer needs• Feature• Advantage• Benefit• Evidence• Validation
4) Conduct financial analysis21
Introduce Your Company
Discuss with prospective buyers:
• Why you build ENERGY STAR certified homes
• How does this explain who you are
• Your company’s commitment to sustainability
22
Evaluate & Understand Each Prospective Buyer
• What has prompted your visit today?
• Why are you considering buying a new home?
• Can you tell me about your current home?
• Can you tell me a little about your family?
23
Mini Presentation: Fulfilling the Buyer’s Needs
ValidationValidation
Confirm benefit is important to buyer
EvidenceEvidence
Proof of system or component benefit
“What’s in it for me” based on questions
BenefitsBenefitsAdvantageAdvantage
Why System or Component is better
FeaturesFeatures
System or Component included with home
24
Mini Presentation: Fulfilling the Buyer’s Needs
FeaturesFeatures
System or Component included with home
Thermal Enclosure SystemComprehensive air sealingProperly installed insulation
High-performance windowsHVAC System
Efficient Heating and Cooling EquipmentProper Design and Quality InstallationWhole-House Mechanical Ventilation
Water Management SystemWater-Managed Construction Details
Building Materials
Builder Verification
25
Mini Presentation: Fulfilling the Buyer’s Needs
Thermal Enclosure SystemLess drafts
Improved comfort
Reduced fading of furnitureHVAC SystemQuieter operation
Better moisture controlImproved indoor air quality
Water Management SystemProtects roofs, walls, and foundations
Prevents mold
Inspected & tested to perform
AdvantageAdvantage
Why System or Component is better
26
Mini Presentation: Fulfilling the Buyer’s Needs
• I know you really liked the idea of…• From what you told me…• Isn’t it nice to know…• What this means for you is…
“What’s in it for me” based on questions
BenefitsBenefits
27
Mini Presentation: Fulfilling the Buyer’s Needs
• Credible Documentation- ENERGY STAR Logo/Sticker- HERS Rating- Checklists- EPA Fact Sheets - Testimonials- Warranties (energy bills, comfort)
EvidenceEvidence
Proof of system or component benefit
28
Mini Presentation: Fulfilling the Buyer’s Needs
• Technology Displays– See the difference (e.g., Open wall showing
advanced insulation installed correctly)
– Feel the difference (e.g., Advance Window next to a standard window)
– Hear the difference (e.g., bucket with advanced insulation and noisemaker inside)
• Photos– Digital (testing, verification, technology)
– Infrared (x-ray vision for quality)
EvidenceEvidence
Proof of system or component benefit
29
Mini Presentation: Fulfilling the Buyer’s Needs
• Wouldn’t you agree that…
Mini-CloseMini-Close
Confirm benefit is important to buyer
30
Financial Analysis
• Proven better performance than non-certified homes– 20-30% better energy efficiency vs. typical new
homes– Even better, when compared to most re-sale homes
on the market
• Estimated to save thousands of dollars in utility bills over typical 7-8 years of ownership
31
Financial Analysis
• ENERGY STAR investment of $X at X% interest for 30 years
• BUT, savings of $X per month in utility bills
• AND if fuel prices increase, savings increase
• Investing in energy efficiency– saves monthly costs– valued with the home– a growing sales incentive as “energy” continues to play
an important role in the daily cost of living32
Recap
Sales
Event Planning
Marketing& Advertising
1) Introduce your company
2) Evaluate and understand each prospect
3) Fulfill buyer needs• Feature• Advantage• Benefit• Evidence• Mini-close
4) Conduct financial analysis
33
Best Practices
34
Train Your Staff
• ENERGY STAR Website– Fact sheets
• Continuous training at sales meetings
• Role-playing
35
Create Simple Messages
“We’ve got a 90 AFUE furnace, a 14 SEER air conditioner, R-15 staple-less batts, R-8 duct wrap…”
• Minimize use of technical terms or jargon
• Simplify your messages and use analogies and make comparisons instead.
36
Use Analogies
• “Our air sealing is like closing a hole in your wall the size of a window.”
• “Think of heating and cooling ducts as the lungs of your home...”
37
Make Comparisons
• “Did you know that a typical home can cause twice the greenhouse emissions of the typical car?”
• “Homes typically contain a half-mile of cracks and gaps around windows and doors.”
38
Make the most of your Happy Homeowners
• Post testimonials in your sales office
• Connect to customers on social media sites
• Provide a cash bonus or gift referral
39
Hold Homebuyer Events
• Hold a Muddy boots Tour– Invite top prospects to tour a home under
construction– Explain how your homes compare and point
out “behind the wall” features– Home Energy Rater and top subcontractors
are in attendance to answer questions– Invite happy homeowners
40
Cultivate Real Estate Champions
• Host a training or breakfast in your sales office
• Walk them through one of your homes under construction
• Educate on the value of ENERGY STAR
• Drop off flyers to top offices
• Maintain communication
41
Use Consumer Brochures
www.energystar.gov/publications
42
And Fact Sheets
• Thermal Enclosure• Water Management• Heating and Cooling• Lighting and
Appliances• Independent Testing
and Verification
www.energystar.gov/newhomefactsheets
43
Referencing ENERGY STAR
• Always write ‘ENERGY STAR’ in all caps• Always add ® in superscript the first time
ENERGY STAR is mentioned on a document
• Homes are now “certified” • Program specifications are “guidelines” not
“standards”• XYZ Builder is a “partner”; not “endorsed” by
EPA or the government44
Stay Connected
• Follow us on Twitter: twitter.com/energystarhomes
45
Stay Connected
• Like us on Facebook: facebook.com/energystar
46
Action Plan
• Train your staff• Practice selling ENERGY STAR features
and benefits (e.g. role-play)• Hold events• Use ENERGY STAR resources available
online
47