In response to Isaiah Adams’ post, “ ” Which was a repost of a “Why Building Material Marketers Must Be Multilingual, Why it’s important for marketers in the Building Materials industry to be able to speak the multiple languages of their customers.”
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. Our particular couple is planning this home for their retirement, which will have features suitable such as “aging in place.” Translation? Our couple wants to stay in their home for as long as possible, which means a single-level ranch style home with wide doorways to allow wheelchair access when that time comes. Same goes for bathrooms. The kitchen will be able to morph into lower counter levels, and deeper counters to allow for wheelchair access. Other areas including the lower level or basement, that might not be used regularly, would have separate heating systems that can be set back or turned off. The photo is of a Potterhill home constructed in Greenhills, Ohio. It’s a rare single-story LEED home, normally a two-story home is more sustainable to heat and cool. Here’s a link to a similar home on Potterhill Home’s site. There is no one way to build a green home. The U.S. Green Building Council’s Leadership in Energy and Environmental Design (LEED) certification system aknowledges that by encouraging a wide selection of sustainable features. Based on a 100 point system, only 40 are needed for Certification. 80 points achieves Platinum level. The LEED scale is weighted according to equivalent measurable environmental benefits for five categories: sustainable sites, water efficiency, energy and atmosphere, material resources and indoor environment. Although you might earn a point for a two story home, that point is no different than a point for bicycle storage. It’s the mixing and matching points to the goals and purpose of the project that makes the LEED system so versatile. Schools, for example focus on energy efficiency, daylighting and indoor air quality instead of the lack of points incured by using brick for the exterior.
This sustainable couple will have some different preferences than Mark’s list but others will be just as important.
For the “Who has used it?” question our new home owners will have to look to green homes built in their neighborhood. Luckily that is easy to do by going to the USGBC directory online. They’ll find that LEED homeowners are a friendly bunch and enjoy sharing their sustainable home journey with others on their home blogs and tours. Here’s a great blog by architect/owner Krista Nutter, their energy bill for the first year was $200.
“Why,” is also entirely different for environmentally minded homeowners. Single-family detached homes are more difficult to heat and cool. Urban sites are closer to utilities and public transportation. Most potential homeowners wouldn’t even think about being water independent, but the Metropolitian Sewer District’s sewage treatment plants pump raw sewage into the Ohio River during severe rain storms. Likewise, energy independence is possible with smaller home footprints, the antithesis to a large home on a large lot “Heritage Class” description by “market” homebuilder companies. Sustainable homeowners are much happier with an improved older home, reused high-quality antique materials rather than that “new carpet smell” which is carcinogenic. The photo is of the Kinsman Residence, Cincinnati’s net-zero energy use home at 650 Glen Parker in Northside.
Mark’s buyer personas need some adjustment as well:
And in conclusion, we agree with Mark’s plea to, “go out and visit the marketplace.” For Cincinnati that would be our sustainable neighborhoods. Stay in touch, we plan to offer some tours of these homes once spring breaks. Here are some helpful links if you want to get a head start:
Greenarama 2011 – Columbia Tusculum Homes Sold Out, Cincinnati Enquirer
Potterhill Homes Northside, Cincinnati Northwind Subdivision
Citirama Northside 2012, Building Cincinnati Blog post
Also save the date for the local Chapter of the U.S. Green Building Council’s Green Home Summit Friday and Saturday August 22 & 23 at the LEED Certified Sharonville Convention Center.
If you enjoyed this post you may also enjoy our plan for making a Frank Lloyd Wright home LEED Platinum, “Green Marketing the Wright Way: A LEED Platinum Home.”
Friday and Saturday August 22 & 23
In the LEED Certified Sharonville Convention Center
– See more at: http://usgbc-cincinnati.org/green-homes-summit-2014/#sthash.4VWEGFIW.dpuf
Friday and Saturday August 22 & 23
In the LEED Certified Sharonville Convention Center
– See more at: http://usgbc-cincinnati.org/green-homes-summit-2014/#sthash.4VWEGFIW.dpuf
(12-11-19 redirected from lohre.com)
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