With apologies to a certain songwriter, it’s easy to be Green if you want to market to sustainably leaning homeowners. You just need to speak their language. In our example, we’re going to focus on the couple that would like to build a sustainable home. They are in their 50s and are in no rush to build. They’re not motivated exclusively by price and current style preferences for stainless steel appliances and granite countertops.
Having dealt with building owners who want to fly their green flag, they are likely the only team member who can personally enjoy and share the sustainable level of concept, design, construction, operation and employee comfort a green building exemplifies. The (resulting) building is their inspiration and their story. Someone can ask for a LEED Platinum or other certification, but if they don’t understand the intent of sustainability, the project will not perform.