While it’s taking its time going fully mainstream, the world of green building is continually growing and still thriving, and it doesn’t look like this trend will end any time soon. As new materials and technologies are constantly developing, the future of green building products isn’t completely known, but there’s no doubt that right now there are amazing business opportunities on the horizon for your eco-friendly and sustainable building materials business.
With statistics showing that the environmentally friendly building industry currently is raking in $81 billion in revenue yearly, it is widespread and highly competitive. According to some surveys, 81% of home builders plan to build green homes in 2020. Other charts show the commercial office sector now accounts for over one-fifth of the green building design market. With this in mind it is clear that in order to achieve success in the market, it’s important to stand out, as you can expect to be facing stiff competition in the coming years. You’ll need to be transparent, provide more value than your competitors, and show evidence that your business is actually green. Align your claims with the FTC Green Guides, use clear, qualified language, and keep testing and lifecycle data on file to substantiate benefits. If you market insulation, follow the FTC R-Value Rule, 16 CFR Part 460, for required labeling and advertising disclosures.
Here are four tips for marketing your green building materials business and making it more attractive to your target audience.
Sell the Utility Bill Savings
One of the best marketing approaches to presenting green building materials to your customers is selling them on how they’ll positively impact their budget. Invest in graphics that spell out how much a household or business pays for energy use and how much green products will slice off their bill. Base your savings graphics on current local electricity and natural gas rates from the U.S. Energy Information Administration, so your payback math tracks with real bills. Date every chart and cite the EIA source to protect credibility across web, print, and social. Use graphics such as comparison charts on your literature, website, and social media posting. Showcase reviews and testimonials from happy customers who’ve used your green materials and consider interviewing some of your past clients on video for YouTube marketing. Also, offer direct links to written reviews from people living or working in a structure built with your green products.
Present the Tax Benefits
Once you have created content that persuasively shows the possible energy-saving benefits of eco-friendly building materials, present the tax benefits available locally in your town and at the state level, as well as any possible federal tax credits or rebates. Provide direct links to Energy.gov and other authoritative sites, and cite specific details. Point prospects to DSIRE, the nationwide database of state and utility incentives, to verify rebates and grants by ZIP code. The federal solar Investment Tax Credit was 30 percent in 2019, scheduled to step down starting in 2020, and ENERGY STAR’s Rebate Finder helps surface product-level offers. Since many of the tax-saving programs and perks are in effect through 2022, stress the long-term benefits of choosing green building products now.
Prove Comfort, Quality, and Aesthetics
Many people still think green building products are only for the crunchy vegan granola type, or that green products will look like cardboard or be unpleasant in some way. Provide plenty of proof in the way of pictures and videos about the comfort they provide, and how they are beautiful and high-quality. If you have luxury products, sell them! For clients who love traditional and conservative home and building styles, show them that green building materials can create almost any type of architectural style or era.
Promote the Well-Being Green Products Provide
The best marketing approach is promoting the human benefits of your green materials. Back health claims with recognized benchmarks, like EPA research showing indoor pollutant levels can be two to five times higher than outdoors. Specify low-emitting products tested to CDPH Standard Method v1.2 or certified GREENGUARD Gold, and confirm composite wood meets EPA TSCA Title VI limits. Emphasize health aspects such as indoor air quality, safety features such as flame-resistance, and aim to make your products resonate on a personal level. Find out what makes your green building products different from your competitors. Make storytelling a top priority, and rely on first-hand stories from clients about their homes and offices to illustrate what your green materials provide.
The most important key to effectively market your green building materials is to be honest and upfront about your products. Not only do you need to explain the benefits of going green to your customers, but you also need to impress upon them that you use the products yourself and stand behind them.
