How to Raise Your Eco-Leadership

November 2, 2009

Business owners are always seeking ways to stand out from the crowd. Following is a quick snapshot that provides home builders guidance on this topic.

To stand out from the crowd, try these tips:

1. Identify your customer – and speak directly to that person in your marketing materials and website articles. This will make your job easier to attract those customers that are actually looking for you.

2. Promise what you’ll deliver and deliver what you’ve promised – by having clear specifications of the high-performance homes you built. Because “green” can mean so many different things to different buyers, clarity will help you stand out.

3. Pay attention - and listen carefully to the things that the home buyer expresses is important to him/her/their family and focus on how your high-efficiency homes can help enhance their desired lifestyle.

4. Get organized - with all the necessary tools that you need as green builder, including your home owner manual, your clear-cut green specifications, training your staff and contractors to have everyone on the same page. This will save you lots of time, energy and money.

5. Do a web face lift - of your website and update it with fresh information at least once per month. Email your customers and prospects inviting them to read a new article you have posted, something of value that can help them in their everyday sustainable life.

6. Don’t shy away from technology - I understand older folks can feel intimated, but even grannies know how to surf around the internet these days! Get a blog for site, a company Facebook page, complete your LinkedIn account, and don’t forget about Twittering as well!

7. Keep communication with your customer base - which is your gold mine, one that a lot of small businesses fail to continue to nurture, yet it has been proven to be the one thing that has the potential to provide referrals. Especially now that almost everyone uses email, whether paid or free, it is so easy to share information. Your customers can forward your article to a friend, and that friend to another friend, and somewhere down that spiral a customer that has been looking for your product or service finally finds their answer in what you offer!

Resource

White Paper:  Stand Out From the Pack – How to position yourself as an expert eco-builder

Leading the Green Revolution in DFW

October 9, 2009

It is exciting to know that local builders have truly taken the lead of the green revolution in the construction of ultra energy efficient homes in our own backyard!

I visited the Bardin House in Grapevine recently being completed by green builders Jim Sargent and Vickie Anderson of AndersonSargent Custom Homes, builders of the Zero Energy House Dallas that attracted national attention.  There’s a few things we can learn about this great house and I wanted to share them with you.

One thing you will hear Jim Sargent mention during his educational seminars is that in hot climates, like Texas, the roof is of greater concern than the walls.  This is why his homes are distinguished, in part, because of their low-pitch roofs.  The benefit of a low-pitch roof is that they protect the windows from the sun by having longer roof overhangs.

A second benefit of a low-pitch roof is that it costs a lot less to condition the attic with an open cell foam insulation, which offers the most efficient form of air tightness for the house.  The higher the roof pitch, the larger the space that needs to be conditioned.  A very well sealed home will not be drafty.  An airtight home contributes to the comfort of the occupants so that they can enjoy even temperatures throughout the house (and hopefully share their joy with others so you can get more referrals

What I love about AndersonSargent’s approach is their focus on educating the consumers.  They educate people on why they do the things they do.  And, let me tell you, they stick to their guns when they say that they are a “green builder”!

They have turned down projects whose owners would not follow their high standards and focus on energy efficiency.  Makes sense to me!

Their focus on harnessing the power from natural resources from the sun and rainwater is commendable.  The photovoltaic systems and solar panels installed in their homes provide the energy needed to heat and cool the home.  The rainwater collector systems provide water to mow the lawn, or even supply potable water and all the home’s water needs.

A major distinction of green builders is that they educate homebuyers on the importance of proper home design based on the environment the house will be built and its micro-location of the house.

With proper home orientation in mind, the home can be designed to take advantage of passive solar techniques that cut costs on certain windows of the house that do not need to be highly efficient because of their location as it relates to its contact with the sun.

Green building is NOT about getting materials off the shelf just because they have a good label, and hope that everything will function.  Green building is about having a whole-house systems approach from the design, to the materials and to the building practices used to build a home that will last, is energy-efficient, is comfortable to its owners and it is good for the environment.

A whole-house systems approach also takes into account the lifestyle and personal needs of the homeowners.  Learning details from your clients about their health plays an important role in designing the home and choosing materials that will promote a healthier indoor environment for the homeowners.

Windows placed in strategic locations of the house allow natural daylight and natural ventilation benefits, and gives the homeowners the chance to connect with the outdoors, which is proven to improve a person’s health and productivity.  Now that’s pretty cool!

Just one other little (but huge) detail! Ladies who love order, will love the extensive drawers available in the master closet of AndersonSargent’s homes.  This eliminates the need for expensive furniture, and helps to declutter your master suite!  Neat idea!

There you have it!  These are just a few of the things you should consider as you refine your product, steer your building practices using a whole-house systems approach, and use  more eco-friendly choices that are good for the people and the environment, and yes, your reputation as a true green builder.

Let me know how this helped you!

Test Your Green Readiness – Part 2

September 1, 2009

As we discussed in Part 1, going green requires purpose and planning. It is a business decision and it is no small undertaking. We will focus our attention on some additional factors that also need consideration as you transition from traditional to green construction. The following is the continuation of tips to going green.

5. Protect Your Company

Protecting your business from potential lawsuits should be on top of your list. Your construction contracts should have definitions of terms such as “green,” “sustainable,” “energy efficiency,” and “integrated design“. Clarify what you mean by green in your marketing efforts. Use caution when declaring percentages. For example, declaring that your green-built product will save customers 50 percent on their energy bill could pose a problem for you if the results are otherwise. Furthermore, people’s lifestyles also contribute to energy savings in ways that are unpredictable. Instead of claiming that they will save 50 percent, using the words “up to” 50 percent could keep you from trouble. Any projected savings percentages should be realistic. Have the green section of your contracts reviewed by your legal advisor. One wrong word in your contract could make your company vulnerable to a lawsuit. Contact your attorney and explain exactly what your homes will include and have him or her help you word this in the appropriate “legal” verbiage that would hold in a legal battle.

6. Update Your Marketing Materials

Your marketing materials should be consistent with your message, your branding, your company culture and your overall presentation of your business. Your marketing efforts begin with your message. The logo, slogan, colors, fonts, sizes, graphics and other identifiers for your company depend on your message. Your branding is not just your company logo or slogan, although it includes them. Your branding is your marketing. Brand your company in a way that helps separate it from the crowd and that transmits your message clearly and in a way that is compelling to your target audience. Work on one word that you want your customers to remember you for, and stress this consistently in all your marketing efforts. Seek a professional to help you in this area. Allow them room for their creativity to come to the surface and you will get a great product. However, it is very helpful to give them an idea if you already have one so that they can have something to start with.

7. Delegate and Re-Organize Your Business Priorities

We all have strengths and weaknesses. You should nurture your strengths and delegate your weaknesses. Discover the things you are most good at and focus on them. Delegate tedious data entry and paperwork so that you can focus on doing what you do best.

8. Train Your Team and Business Partners

Starbucks spends more on training their employees than they do on advertising. That is because they found the secret that employees can make or break the company. Starbucks’ employees have an 82 percent job-satisfaction rate, while other employers have a rate of 50 percent! The most cost-effective training is online learning. This form of education allows people to learn at their own pace from anywhere and at any time. It eliminates travel. It is actually a greener way to help your team while helping the environment.

The increasing demand for greener homes brings many opportunities. When it comes to protecting your company and building a profitable business, taking inventory on the changes and enhancements in your organization become a priority. It is no longer business as usual for today’s homebuilders. Homebuilders need to employ new ways to run their jobs and operate their business. Planning the way into the green landscape will not only save home builders thousands of dollars in potential mistakes, but pave the way to a highly profitable company.

Test Your Green Readiness – Part 1

September 1, 2009

Going green is a business decision, and it is no small undertaking. Going green has to have a purpose. You do not want to go green just because everyone else is doing it. You need to be able to quantify its benefits for your business, your personal life, and your community.

Going green has to make business sense for you and your home building business. It should reflect what your company is passionate about and how you want to position it in the marketplace to ensure its future success. In this manner, you will earn the respect and trust of the public, customers, prospects, and industry peers as a company that is genuine in its pursuit of helping people, the community, and the planet. Genuine purpose will avoid accusations of “greenwashing,” in which a company claims to be green for marketing purposes only.

Consumer demand is the main driver for green construction. Although green building is currently strictly voluntary, those who seize the opportunities today will be the success stories we’ll read about tomorrow.

Following is a list of tips to going green.

1. Define your business purpose

This is vital. Your message needs to be clear to the market you currently serve or are trying to reach. Going green is not simply updating your logo and adding a few energy-efficient features to the homes you build: It reflects your commitment and contribution to making the world a better place while still making a profit. Whatever you are passionate about will automatically manifest itself in your speech and deeds. You want to be sure you do something because it is in your heart to do it, and it makes business sense for your company. Otherwise, displeasure and discontent could cause unnecessary stress; in more extreme situations, it could even damage your reputation as a company.

2. Organize your world

Order reflects a person’s quality of life both personally and professionally. Create a list of your company’s priorities and business goals. As you study the different local and national green building programs, look for those that best align with your business and personal goals. Share your findings and thoughts with your business partners and team members for feedback. Study what others are doing and what seems to be working for them. You could even contact successful builders that are outside your area and ask them about how the green building business is working for them. You may be surprised at how much information others are willing to share if you’re only willing to ask!

Want to increase your productivity? Declutter your workspace and update your office environment with things that excite you. Want to destress? Schedule your personal time. We business owners tend to work our tails off and give priority to everything and everyone else but ourselves! I love what Heather Diodati recommends in her article “12 Easy Ways to Organize Your Life”: “Schedule Fun Time! Make sure that you include some personal time for you. Make an appointment for yourself, and keep it, even if it’s only a leisurely 20-minute bubble bath or a 15-minute walk in the fresh spring air!” Awesome advice!

3. Have a written business plan

A large percentage of businesses fail due to lack of planning. Your business plan is your road map. It should include your goals, your market research, and your sales and marketing models, among other important pieces of information. Focus on the things that need attention first, and create tasks under each of those categories. Use your business plan as a reference point and tool to measure your accomplishments. Your goals plus your actions will result in your success!

4. Select a program that most mirrors your business goals

There are many great green building programs, such as LEED for Homes, the new National Green Building Standard, the NAHB Model Green Home Building Guidelines, and regional or local programs. Once you select the program that best fits your company’s goals and construction guidelines, compare your list against the program’s checklist and further investigate those items that you would need to incorporate to achieve the different levels of certification for your homes.

Going green is a big business. You can get your share of the green pie through strategic planning. Don’t get left behind!

Consumer Behavior And Green Building

July 15, 2009

Increased Consumer Demand – How People Want to Save Money and the Planet

Surveys reveal some important pieces of information on consumer behavior and trends.

Are you ready to meet the demand for educated green professionals?

The McGraw-Hill 2008 Construction Residential Green Building SmartMarket Report shows that:

44 percent of homeowners are remodeling with green products and practices.

There is a 10 percent increase in green home construction expected by 2010, up from 2 percent in 2005.

A consumer survey conducted by DoubleClick Performics & Opinion Research Corporation in February 2008 reveals the following about consumer behavior:

“Almost two-thirds (60%) of consumers find great importance in an environmentally-conscious company. Consumers are proactively researching and purchasing ‘green’ products that provide benefits to both the user and the environment.”

According to the survey conducted by The Shelton Group in January 2009, consumers prefer green products over conventional products:

• 71 percent want to save money
• 55 percent want to protect the environment
• 49 percent want to protect the quality of life for future generations

The demand for green homes is here!  Are you ready to meet the need for educated green professionals?

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