strategic mktg 2014

Strategic Marketing Presented by: Rochelle Stallings CID GCP

Stallings Design Studio

Objective #1

1. Expanding your Knowledge

2. Increasing your Bottom Line

3. Being Different

4. Becoming the Expert

5. Mainstreaming High Performance

Expanding your Knowledge

Finding green minded

partners who follow the

markets

What are the projections?

Expanding your Knowledge What are Consumers Buying?

Expanding your Knowledge Reducing waste - sells


The Market is Growing

Big Pic



Little Pic

Expanding your Knowledge Base

The Market is growing


Asset Management

Internal Values • Creating a strong

company culture

• Strategic Partnerships

• Commitment to

Continued Learning

Expanding your Knowledge Why do consumers buy?

External Values

Does it?

• Save Money

• Save Time

• Avoiding Effort

• Providing Comfort

Expanding your Knowledge Base Selling Long Term Gains

Expanding your Knowledge Selling a “A Deeper Understanding”

Knowing Your Products

• Where does it come from?

• Is it of low toxicity?

• What is the LCC?

• How does it save?

• Making a difference

with our buying dollars


Who is keeping Score?

Diagnostic Tools

Performance Scores

Predicting Impacts

http://echoenergyllc.net/?page_id=89


New Technologies

SIEBEN LINDEN,

Germany (CNN) --

Straw and clay are

the building

materials of choice

for a few dozen

ecologically minded

people in the eastern

German village of

Sieben Linden.


Looking to the Horizon

Expanding your Knowledge Preparing for Code Changes

Expanding your Knowledge Historical Code Changes

Where is your State?

Lets Review

• What market trends indicate growth in EE and green remodels?

• How does LCA and LCC enhance your understanding of

sustainability?

• When rating home EE, what score is most important?

• What does IECC mean and what does it do?

Objective #2

1. Expanding your Knowledge Base


3. Being Different



Increasing your Bottom Line

Utilizing the Whole House Approach

Increasing your Bottom Line Utilizing the Whole House Approach

Greening the Office 10 Steps to Savings

1. Use electricity wisely

2. Reduce, reuse, and recycle

3. Use environmentally friendly office products

4. Use non-toxic cleaning products

5. Make eco-friendly food choices

6. Telecommuting from home

7. Transportation – carpool or public transport

8. Aim for a paperless office

9. Institute a casual dress code

10. Purchase fair trade & organic goods

Increasing your Bottom Line Know where to go to find savings!

Increasing your Bottom Line

Consumers Buy Comfort

Lets Review

• How does the whole house approach save money?

• Name 5 things you can do that will save money at

the office

• What do we spend the most energy on at home? At

the office?

Objective #3



3. Being Different



Being Different Provide Home Performance

• Utility Bill Analysis

• Blower Door Test

• Infrared Analysis

• Duct Testing

• Moisture Analysis

• Combustion Safety

• Weatherization

• IAQ Concerns

Being Different Homeowner Health & Safety

http://blog.sheahomes.com/regions/arizon

a/keeping-your-family-healthy/

http://www.trilogylife.com/superiology/

Market your Passion

Health, Safety & Comfort

Do this at Home

Being Different High Tec Comfort

Being Different Energy Dashboards

Being Different Oberlin College “A Dorm Competition”

Being Different Synchronizing the Systems

and more Synchronizing

Being Different

Being Different Green Mortgages EEMs

• double-paned windows

• geothermal water heaters

• HVAC systems

• radiant heat barriers

• improved insulation

• solar panels

http://www.blueplanetgreenliving.com/2011/01/27/improve-your-home-and-save-taxes-with-a-green-mortgage/insulation-in-house-575/

Being Different Diagnostic Resources

Being Different

Get Credentials

Being Different Resnet vs. BPI

Training

Stats

Certification Type

Costs

http://www.finehomebuilding.com

Being Different Rating Home Energy Performance

www.energysmarthomeplans.com

Being Different More than Energy

Energy

Water

IAQ

Design

Location

Choose Your Format

Utilize Your Partnerships

Co Brand and Co Market

Utilize Social Media

Be a Leader

Being Different Putting Proof in the Pudding

Lets Review

• What are the main elements of Home Performance?

• What is an energy dashboard?

• What are home diagnostic tools and outcomes?

• What is the difference between BPI and RESNET?

• What is a good HERS rating?

• Why build a case study?

Objective #4



3. Being Different



Baby Boomers are Staying Put A Unique Opportunity

What does this mean to

the future of High

Performance Remodeling?

I call it job security!

High Performance Remodeling NARI Program

NARI's High Performance Remodeling

course is multi-faceted, focusing on energy

efficiency and conservation, indoor air

quality, efficient use of resources, recycling

of demolition material and renewable

energy sources, among other topics.

The program runs for 12 weeks with a 2-

hour class weekly. Each class will address

specific topics such as building science

application, green remodeling guidelines,

solar applications, appliance selection and

marketing a green business.

Universal Design NARI Program

NARI's Universal Remodeling education course will

provide you with the tools to sell and conduct

remodeling projects that are based on Universal Design

principles.

These types of projects are attractive not only to those

who wish to age-in-place but also families with special

needs and families that are forward thinking.

You will learn the seven principles of Universal Design,

how to interview clients with an understanding and

consideration of their special needs, and finally the

how-to of building these projects.

This course also serves as a prep course for the

Universal Design Certified Professional (UDCP)

designation.

Certified Green Professional NAHB Program

The Certified Green Professional™ designation

recognizes builders, remodelers and other

industry professionals who incorporate green

building principles into homes— without driving

up the cost of construction.

Classwork leading to the designation provides a

solid background in green building methods, as

well as the tools to reach consumers, from the

organization leading the charge to provide

market-driven green building solutions to the

home building industry.

REGREEN Trained Professional ASID & USGBC Partnership

REGREEN addresses the major elements of any

green residential renovation project, including the

site, water efficiency, energy and atmosphere,

material and resources, and indoor environmental

quality.

REGREEN Trained professionals have been

educated in product selection, building systems

integration, and green strategies. As a result,

REGREEN Trained professionals are well equipped

to make retrofit decisions that improve home

performance and indoor air quality, preserve the

environment, and save homeowners money.

The certificate of completion program is designed

to prepare REGREEN Trained professionals to make

an immediate and measurable impact on the

environment and welfare of their clients.

Lead Safe EPA Program

To become a certified renovator,

individuals are required to take eight

hours of training, of which two hours

must be hands-on training, to

become certified. This training is

good for five years.

In addition, renovation firms must be

certified by EPA or by a state

authorized by EPA to administer its

own program and is good for five

years.

Healthy IAQ Protocols EPA Program

http://www.epa.gov/iaq/pdfs/epa_retrofit_protocols.pdf

These protocols apply to existing single-family

and multi-family low-rise residential buildings.

They provide guidance for conducting home

assessments and undertaking the responses

necessary to maintain or improve indoor air

quality and safety.

The protocols also can help improve the quality

of home weatherization projects and other

energy-efficiency retrofit or remodeling jobs,

thus reducing failures and call-backs.

Water Sense EPA Program

WaterSense helps people save water with a

product label and tips for saving water around

the house. Products carrying the WaterSense

label perform well, help save money, and

encourage innovation in manufacturing.

WaterSense partners with manufacturers,

retailers and distributors, and utilities to bring

WaterSense labeled products to the marketplace

and make it easy to purchase high-performing,

water-efficient products. WaterSense also

partners with landscapers to promote water-

efficient landscape irrigation practices.

http://www.epa.gov/watersense/about_us/index.html

RESNET Trained Professionals

RESNET Qualified EnergySmart Contractors are

experts in their individual trades and have additional

training in safe energy efficient practices.

When errors such as improper venting could lead to

illness and even death for your family, you want to

know that you're working with a trained professional

who knows the risks - and how to prevent them.

EnergySmart Contractors receive continuing

education on an annual basis in order to stay on top

of the latest developments in energy efficiency and

safety.

RESNET Continued Effectiveness & Saving Money

While ordinary contractors are focused on

their specific trade, RESNET Qualified

EnergySmart Contractors think of the house

as a set of interconnected systems.

They understand how a change in one

system can affect another, and they know

how to avoid any dangerous mishaps.

A job done by a professional who is

specially trained in energy efficiency will

save you more energy, resulting in lower

energy bills each month.

Even the most energy efficient windows will

still leak air if they're installed incorrectly.

Building Performance Certified BPI Program

There’s a reason why low-bid contractors say

they can do the job for less – most often they

won’t address the real issues.

When it comes to improving the comfort, health,

safety, durability and energy efficiency of your

home, only trained specialists using the right

diagnostic equipment and the house-as-a-

system approach can actually solve the

problems.

The BPI Quality Assurance Program helps ensure

the job will be done to your satisfaction

http://www.bpi.org/homeowners_benefits.aspx

NABCEP Certified Renewables Sales & Installation

The North American Board of Certified Energy Practitioners (NABCEP) is the

“gold standard” for PV and Solar Heating Installation and PV Technical Sales

Certification. Raising industry standards and promoting consumer confidence,

NABCEP offers certification and certificate programs to renewable energy

professionals throughout North America.

The NABCEP is the most respected, well-established, and widely recognized

certification organization for North American solar professionals in the field of

renewable energy. NABCEP was founded with the mission to support and work

with the renewable energy and energy efficiency industries, professionals and

stakeholders to develop and implement quality credentialing certification

programs for practitioners.

Green Associate USGBC Program

The LEED Green Associate credential demonstrates a

solid and current foundation in green building principles

and practices. From marketers to lawyers, landscape

architects to education professionals, and product

manufacturers to policymakers, LEED Green Associates

enjoy a broad understanding of sustainability that

bolsters their careers and enhances their lives.

LEED Green Associates earn their credential by passing a

two-hour, computer-based exam comprising 100

randomly delivered multiple-choice questions.

The LEED Green Associate credential denotes basic

knowledge of green design, construction and

operations. Professions that may be interested in the

LEED Green Associate include real estate, law, planning,

manufacturing, marketing, leasing, sales, education and

those new to green building.

LEED for Homes USGBC New Home Guides

EarthCraft Homes Renovation Guidelines

In 1999, the Greater Atlanta Home Builders Association

and Southface launched EarthCraft House, a residential

green building program designed to address the climate

conditions of the Southeast.

EarthCraft House certifications are determined through a

points-based worksheet, which allows builders to select

the sustainability measures that are best suited for their

project.

Worksheet items address proper site planning, energy-

efficient appliances and lighting, resource-efficient

building materials, indoor air quality, water conservation

and homebuyer education, and all are verified during site

visits and inspections.

EarthCraft-certified homes must also pass diagnostic

tests for air infiltration and duct leakage standards, and

homes certified at the gold or platinum levels must meet

ENERGY STAR requirements. EarthCraft Technical Advisors

provide technical assistance to the builder during the

initial design review and throughout project design and

construction.

http://www.earthcraft.org/house

Program Alliances

EnergyStar Homes Based on Building Science

To earn the ENERGY STAR rating a home must meet strict guidelines for energy

efficiency set by the U.S. Environmental Protection Agency (EPA). Homes achieve

this level of performance through a complete package of building science

measures including:

1. A Complete Thermal Enclosure System — Comprehensive air

sealing, properly installed insulation, and high-performance

windows work together to enhance comfort, improve durability,

reduce maintenance costs, and lower monthly utility bills.

2. A Complete Heating and Cooling System — High-efficiency

systems that are engineered and installed to deliver more comfort,

better moisture control, improved indoor air quality, and quieter

operation.

3. A Complete Water Management System — A comprehensive

package of best building practices and materials protects roofs,

walls and foundations from water damage, provides added

protection, and reduces the risk of indoor air quality problems.

4. Energy-Efficient Lighting and Appliances — ENERGY STAR

certified lighting, appliances, and fans are commonly installed

throughout ENERGY STAR certified homes, helping to reduce

monthly utility bills, while providing high-quality performance.

To ensure that a home meets ENERGY STAR guidelines, third–party verification

by a certified Home Energy Rater (or equivalent) is required.

NC Healthy Built Homes EnergyStar Partnership

The NC HealthyBuilt Homes Program provides a

certificate for homes meeting "green home guidelines"

built by residential builders and developers who

practice sustainable, high performance building

strategies making the home a comfortable, healthy and

affordable place to live.

These builders implement strategies that reduce energy

and water usage, promote renewable energy use, help

protect the land and natural resources where the home

is built, and reduce pollution and the waste of natural

resources during the manufacturing and construction

phases and throughout the life of the home.

The NC Solar Center and the NC HealthyBuilt Homes

Program are proud to partner with ENERGY STAR to

promote energy efficient products and practices that

save money and protect our environment.

All NC HealthyBuilt Homes must meet ENERGY STAR

requirements to earn a label as an ENERGY STAR home

NAHB National Green Building Program

Green building, also known as high

performance building or sustainable

construction has been practiced by builders

and remodelers for centuries but the

modern era of sustainable construction

started in the 1970’s as oil prices rose and

the need for energy efficiency increased.

High performance buildings are designed

and constructed to incorporate

environmental considerations and resource

efficiency into every step of the home

building and land development process with

the goal to minimize its environmental

impact. Green building is a practical

response to a variety of issues that affect all

of us — like increasing energy prices,

waning water resources, and changing

weather patterns.

NAHB National Green Building Program

Choosing green means making intentional decisions about:

Energy efficiency improvements such as a high-performance building

envelope, efficient HVAC systems, high-performance windows and energy-

efficient appliances and lighting

Water conservation measures such as water-efficient appliances and

fixtures, filtration systems, and drought resistant or low-maintenance

landscaping

Resource conservation using materials and techniques such as engineered

wood and wood alternatives, recycled building materials, sustainably

harvested lumber, and more durable products

Indoor environmental quality considerations such as effective HVAC

equipment, formaldehyde-free finishes, low-allergen materials, and products

with minimum off-gassing or low volatile organic compounds (VOCs)

Site design planning such as minimizing disruption and preserving open

space

Home owner education through manuals and operating guides

Environments for Living MASCO Company

http://vimeo.com/6094081

http://www.advancedenergy.org/buil

dings/programs/environments_for_li

ving/

Building green, energy efficient homes can help you

compete in today's market. That's because

homebuyers care about issues like operating costs

and resale value, and local communities are

concerned about environmental impact. At the same

time, you care about quality construction, customer

satisfaction and reduced risk. And demonstrating

your commitment to prospective buyers.

The Environments For Living® program offers

builders a comprehensive range of energy-efficiency

services and tools, from plan reviews, training and

field testing to certification and marketing. It

delivers measurable results and tangible benefits,

including limited guarantees* on comfort and

heating and cooling energy use. And the

Environments For Living Certified Green program

adds even more benefits you can provide to your

homebuyers.

http://www.environmentsforliving.com/EF

LPublicSite/index.jsp?action=tr_landing

Environments for Living

DOE EnergySmart Homes

Ecomagination Homes A GE Company Effort

ecomagination is

GE’s commitment

to imagine and

build innovative

solutions to today’s

environmental

challenges while

driving economic

growth.

Ecomagination and the Smart Grid Smart Appliances

Lets Review

• What does it mean to be an expert in High Performance?

• What 3 programs does RESNET have for design-build firms?

• What does NABCEP stand for?

• Name 3 home certification programs

• What is a smart home?

Objective #5

1. Expanding your Knowledge Base


3. Being Different



Mainstreaming High Performance

Don’t kill them with Technical Language

Thermodynamics 1 & 2

Passive Solar

Permeability

Reflectivity

R-Value & U-Value

Combustion Hazards

Deconstruction & OVE

Wastestreams Management

MVR ERV HRV HDD & SEER


Describing The Barriers


Doing your Homework

• Know your Climate

• Understand your Impact

• Codes are a Minimum

• Buildingscience.com


Strategic Partnerships

Architects

Design Builders

Engineers

Manufactures

Vendors and their websites


Getting the Right Subs

How do we find them

Are they willing to listen

Are they flexible

Have they been through training

Do they make ethical choices


The Value of an Energy Auditor

Testing in and Testing Out

Co Presenting and Marketing

Allows for Transparency

Keeps you Honest


Paving the Way of the Future

Smart Grid

Smart Appliances

Smart Homes

Smart Contractors


Net Zero Building is Here

Thermal

Air

Passive

Efficient


Net Zero Building is Here

Renewable

Efficient

Dynamic

Sustainable

Mainstreaming High Performance Applying what we Learned

1. Describe Home Performance Services

2. Define a Feasibility Study

3. Sharing comes in many flavors

4. Lifelong Learning

Mainstreaming High Performance Getting Started

1. Get after “low hanging fruit”

2. Get certified – individually and as a group

3. Assess CSR Planning and its benefits

4. Locate local, state and federal EE & RE

programs and their financial tools

Lets Review…

• How can we communicate technical attributes to

homeowners?

• What are the 3 barriers and why are they important?

• What is a strategic partner?

Contact Information

Rochelle Stallings, CID GCP

Sustainable Design Studio

www.remodelersecotraining.com

[email protected]

strategic mktg 2014

Documents

knowledge base

line consumers

high performance

market trends

house approach

friendly office products

paperless office

home performance utility