As explained in the first part of this series, it is clear that an energy-efficient home can significantly reduce the monthly operating costs of a new home. Another factor for selling is the increased comfort of an energy-efficient home. This discussion can distinguish a new home from the competition and elevate the product to command a premium in the market.
The discussion surrounding increased comfort usually begins with increased temperature consistency. It is not uncommon for older homes to have hot or cold spots, especially in extreme climates. When a home possesses these uncomfortable places, the inhabitants tend to gravitate to the areas of the home that are more comfortable; therefore, reducing the livability of the home. For example, if a 3,000 square foot, two-story home in a cold-weather climate has a 10 or 15 degrees Fahrenheit difference in temperature between levels, the people living in the home will only use the more pleasant part of their home. This could effectively reduce the livability of the home by 1,500 square feet or 50%. New energy-efficient homes increase temperature consistency with better insulation, newer window/door sealants, more efficient windows, and smarter, engineered HVAC systems. Increasing the temperature consistency by building a more energy-efficient home ensures that customers can enjoy every square foot they purchase.
Increased temperature consistency can also help builders overcome customer objections. In extremely hot climates, consumers are aware that having a west-facing backyard can make the rear of the home very uncomfortable. This can be troublesome considering that most new home floor plans have the most windows on the rear of the home and use this space for living areas, master suites, and kitchens. Customers that have experienced this discomfort in previous homes tend to incorporate this experience into their new home search. This can lead to objections surrounding the east/west-facing homesites within a community. Being able to confidently defend the temperature consistency aids builders in overcoming the home orientation objection.
Another way energy-efficient homes can increase comfort is by offering a quieter environment. Using better and newer building materials often leads to delivering a “tighter” home. This can result in the reduction of noise infiltration. Not only does this protect the customers from outside sound intrusion, but also helps to keep noise inside the home, increasing the owner’s privacy.
The last piece of selling increased comfort as a component of energy efficiency is focusing on increased air quality. New construction homes can offer items like spray foam insulation, air filtration systems, continuous circulating fans, and higher MERV air filters. These items reduce the amount of dust in the air and provide a cleaner home. This will allow the owners of the home to spend less time dusting, and more time doing the things they love.
Selling increased comfort as a part of energy efficiency can help builders create real value in their product. The focus of communicating this advantage should involve a discussion about increased temperature consistency, noise reduction, and cleaner homes. Effectively presenting this message in the sales process will allow builders to command a premium for their product and provide buyers with the homes they desire.