How Retrofit Benefits Your Building Product Marketing

shutterstock_117276403Your customers likely already understand that a green building approach, and meeting LEED standards, will result in high-performance building systems that can yield significant cost savings.

When it comes to greening existing buildings, however, most customers will automatically assume needed improvements will be cost-prohibitive. What those customers don’t realize is that projects requiring retrofits, system upgrades or renovations can be great for business when a “paid-from-savings” approach is taken.

Getting paid from savings

A paid-from-savings approach simply means an organization can use utilize cost savings gained through building improvements to pay for green building retrofit projects.

In fact, payback time for green investments on green retrofit projects is just four years vs. seven years for a new green building, according to McGraw-Hill Construction’s 2013 World Green Building Trends SmartMarket Report. Other benefits to be gained include:

  • Lower operating costs
  • Increased asset value of building
  • Reduced environmental impact
  • Occupant productivity and health improvements

Show, don’t tell

So what are you doing to educate your customers and show them how your products can best meet their green retrofit project needs? Ordinarily, your customers may turn to industry associations to find more information about green trends and product information, but they would welcome an alternate resource for insights gleaned from successful projects.

The 2013 SmartMarket Report also revealed the two most effective ways for companies to get the word out about their products’ green attributes – case studies and lifecycle data.

  • Sharing case studies that demonstrate how your products meet and exceed green industry standards and showcasing your products’ green benefits in a compelling manner are great ways to capture your customers’ attention and earn their trust. Case studies should talk about the challenges and recommendations you made as well as concrete results those customers achieved by using your products thereby proving their effectiveness to other customers.
  • Lifecycle data, when available, reflects the full impact of the product – from its production all the way to installation. The analysis and combination of this data enable you to provide customers with a comprehensive picture of product benefits.

Green retrofit projects address financial, environmental and even social benefits that comprise the “triple bottom line.” Taking the initiative to educate your customers on the business benefits of green retrofit will enable everyone to realize not only the opportunities and paybacks now but also enduring benefits going forward into the future.

Photo credit:  Shutterstock

Bob Vila, Dr. Phil and Marketing Building Products to Women

women home improvement

Sears study: 3 out of 5 women would rather receive an hour of advice from Bob Vila (Sears spokesperson)  than Dr. Phil.

That is because women make or influence 85% of all building product purchases and 91% of new home purchases.

In a women homeowner survey commissioned by Sears, respondents said that it was important for them to learn more about home maintenance and repair. They are motivated building product buyers because they have a vested interest in their home. They crave information that will guide good home owner buying decisions and they are looking for trusted sources for content, like you.

According to the research, while women may not have the depth of knowledge or skills in home maintenance and repair, two-thirds of them consider themselves “somewhat handy” and 61% say they enjoy home maintenance.

The survey found that women also enjoy watching home improvement programming featuring women do-it-yourselfers, designers and contractors. The shows stimulate interest and make women feel like they could do what’s being demonstrated or they could get an idea for a project and hire someone do it.

According to the study, a gap between what women and men knew about home maintenance, their skills to get things done, and their approach toward improvements. Women need different information to get comfortable with buying building products than men do.

Building product manufacturers need to tell their story in a way that women can relate to it and understand it. At stake is the largest and most influential buying group, women.

In their lifetime, more than 8 in 10 women will be solely responsible for maintaining a home whether by choice, by divorce, or survival of a spouse.

Providing information that helps them understand what choices are available to them and what they need to know about owning, maintaining and improving a home is monumental.

Inspire a can-do confidence. Women need a go-to-resource for home improvement projects that answers their questions, conquers their fears and increases their overall understanding of project scope and pricing. Women prefer digital information so provide easy access to help, rich content and very visual tools that will give them that can-do confidence.  And, if you create these resources for women, you’ll be building engagement with your brand and your fastest growing buying segment, women.

photo credit: Victor L Antunez via photopin cc