The Interior Merchandising FAST Track to Attracting Eco-Conscious Home Buyers Article by Kay Green November 2008

It's fair to say that green is no longer just a color - it's a movement, a lifestyle and an opportunity for the housing industry. Since my last name is Green, I would like to say that I thought of the idea, but I'm just a big fan of it - like everybody else! Americans have become increasingly more concerned with how their product consumption affects the environment and their own personal health - and the housing industry has followed right behind this trend. So how can you position your home to attract eco-friendly buyers? I urge you to consider a holistic understanding of your "Green" buyers. Understand their lifestyle. Beyond conserving energy, most eco-friendly consumers are health-conscious and prefer sleek, clean-line design (a clutter-free look). Some are also high-tech - especially if they are younger buyers.

Creating a "Green" design in your home is simple. Use renewable flooring, low-VOC products, energy-saving light fixtures, low-flow toilets and water-saving shower controls. All these "Green" Build features can be easily showcased in your model home. That's a given. Any builder can do that. However, to capture a truly eco-savvy target buyer, you have to take your interior merchandising to the next level. Go beyond the norm by creating an atmosphere that paints the picture of an eco-lover's lifestyle.

Organic: Begin at the community planning stage by allotting public green space for community gardening, especially in a multi-family community with minimal personal back yards. Buyers will love the opportunity to grow their own produce while connecting with their neighbors outside on a sunny day! On the interiors, demonstrate an Eco-Conscious lifestyle with targeted Merchandising. Accessorize a kitchen nook as a coffee internet café, serving organic coffees that benefit disadvantaged villages globally in countries like Honduras and Kenya. In addition to being healthy and Earth-friendly, these buyers are also socially responsible. While they do believe in using locally grown produce and locally manufactured groceries, they wouldn't mind using products that benefit a worthy global cause.

Design Trendy: Less is more for this buyer: Clean is King! Buyers who want a Green home are also the individuals who cleanse their houses of unwanted stuff that could be utilized by the local Thrift store. Use sleek furnishings and large (but few) accessories. Rather than using many small accessories on shelves and kitchen counters, show a few larger pieces to reduce clutter. Help the environment by installing formaldehyde-free cabinets. The wide selection of formaldehyde toxin-free clean-line cabinets offered now will significantly improve the home's indoor-air quality and truly tug on your buyer's healthy heart-strings!

Tech-Savvy: Technology features are especially critical for younger buyers who are used to plugging their iPod directly into their hybrid Honda sound system. Demonstrate a tech-savvy buyer lifestyle by inviting your prospects to bring their iPod with them. Dock their iPod into your home's sound system as you show them the eco-friendly features of your home. Digital Lifestyle Outfitters offers a HomeDock for less than $100. An affordable feature to accelerate your buyer's experience!

Know Your Codes: If you're going by the book, make sure you know which book you're going by. In Florida alone, builders are striving to achieve Florida Green Build Certification, Green Certification by NAHB and LEED Certification. Some evaluations are more expensive than others, and some have stricter requirements than others. The FGBC has 8 checklist categories, including Energy, Water, Lot Choice, Site, Health, Materials, Disaster Mitigation and General. Remember (for Florida-based builders) that most FGBC points are gained in the energy and water conservation categories. But you'll also gain points with your buyer when using hard surface flooring, a healthier choice upgrade for those with asthma. Alternatively, if you do choose to offer carpet, select an eco-friendly carpet supplier. Where you place carpet flooring may be just as important as which one you choose. Avoid the use of carpet next to sliding glass door interiors to prevent mold damage from water intrusion.

How Green is Too Green for Certain Buyers? In this case, it's okay to discriminate... against which "Green" products you use, that is. Especially when you are targeting a certain eco-buyer age bracket! Generally, Baby Boomer home buyers are more concerned with the products that will both add convenience to their home and save them money - even if they save money over a period of time. Tankless or solar panel water heaters, for example, cost a little more up front, but their long-term energy savings make the upgrade worth the extra dollars after a few cycles of lowered energy bills. Plus, energy provider kick-backs and government subsidies also help Boomer buyers justify the initial cost load. For example, under the 2005 Energy Act, the US gives income tax credits for 30% of the solar domestic hot-water system (up to $2,000) back to the buyer. That's on top of the $500 Florida rebate incentive for solar-heated water systems! Meanwhile, Generation X Green-Goers, will make the effort to recycle their trash, so space planning for indoor recycle bins would be a hit with these younger buyers. Different "hues" of Green homes are more attractive to different buyer demographics.

You Complete Me: When using merchandising to target your eco-savvy buyers, make sure that you think about the whole person. "Green" buyers are health-conscious, tech-smart, globally responsible consumers. Make social responsibility a common thread that runs through the entire tapestry of your model home and community, and your forward-thinking design will perfectly appeal to your eco-conscious consumer.

Are you Turning Green from Information Overload? Begin by understanding the whole picture of an eco-conscious buyer's lifestyle to best utilize interior merchandising for capturing that buyer's interest. Consult with an Interior Design firm that is trained in Green Building Standards to see the potential for "going green" with your home. For a free consultation on your project, contact us today at 8OO.226.5186 or info@kaygreendesign.com. Ask for Kelly Moorman.

Kay Green is a nationally recognized Interior Designer and Merchandiser. She founded Kay Green Design, Inc. in 1975. The company has since become one of the nation's most respected interior design firms. Based in Orlando Florida, the firm performs design and merchandising services for builders, developers and residents throughout the United States.