In a post-foreclosure world, home buyers want homes that cost less to own - and energy efficient homes are the means to that end. Affordability features are selling homes - and driving energy effic...

This trend is actually spinning the home performance industry on its end.  For four years this industry has embraced me as one of their own.  And I've heard time and time again that it's comfort, safety and often environmental concerns that sell jobs.

But this is your wake-up call and your opportunity.  The housing trends of this spring are a signal that the tipping point for energy efficiency is upon us - and monthly savings will deliver it.  Are you ready?

Malcolm Gladwell's book Tipping Point placed that term in our vocabulary.  He outlined Tipping Pointhow trends become epidemics.  It appears energy efficiency is ripe for a popularity explosion. Here's why.

As Gladwell explains in his book, good ideas don't tip on their own.  First, a group of visionaries embrace an idea.  But many great ideas never tip because those early adopters never successfully translate their innovation into something the less risky main population is willing to try out.

The home owners you've sold work to in the recent past are the early adopters.  They were looking to solve specific improvement issues at home, or trying to help the environment.  Today's home buyers are the early majority.  They just want to know, "Am I going to save money today?"

They have translated the early adopters' interest in energy efficient measures into an early majority appreciation for money in their pocket.

Other scholars on tipping point have described a chasm that stands between the early adopters and the majority.  Products and services that can navigate that chasm thrive while the great ideas that don't die out.

So here's the wake-up call for home performance.  If we can translate work done into monthly savings, home owners can translate that to buyers and we'll create a new definition for what a "well-maintained" home is all about.  And the best part is that if we build this expectation on on the home owner side, we'll get away from the polarizing idea about labeling homes for energy efficiency at the time of sale that in turn spins the real estate industry against efficiency.

So, do you keep selling comfort and safety because that's what worked so far?  Do you hold back on quantifying monthly savings for consumers because there are too many variables to ever be 100% precise?

Bottom-line - Are we going to cross this chasm or not?

The next big opportunity ahead is the chance for efficiency and real estate to work together more effectively.  Concepts of affordability, quality and "well-maintained" will bring us together.  More coming soon!

Reprinted with permission from Not Yet Green. See original articleonline. 

Views: 134

Comment

You need to be a member of Home Energy Pros to add comments!

Join Home Energy Pros

Home Energy Pros

Home Energy Pros was founded by the developers of Home Energy Saver Pro (sponsored by the U.S. Department of Energy,) and brought to you in partnership with Home Energy magazine.

Latest Activity

Profile IconWes Anderson, Jean-Paul and Bryan joined Home Energy Pros
yesterday
Dennis Heidner commented on Dale Stephens's blog post LED Lighting 24-month update 18,240 hours & counting
"Dale, good write up. For the landscaping bulbs,  if they had been T3 12V wedge bulbs,  I…"
Friday
Brett Little commented on Tom White's video
Thumbnail

The Future of Housing - And How Airtightness Can Help

"It's very true! So many people and contractors have tons of insulated attics but no air seal…"
Thursday
Chris Leach replied to Richard Beyer's discussion "The Dangers of Using Spray Foam Insulation"
"The problems will surface soon enough . Why don't we take a second look at this over rated…"
Thursday
Don Fitchett commented on Tom White's video
Thursday
tedkidd replied to Bob Blanchette's discussion How does Cycles Per Hour affect real world AFUE?
"Want to spot a simpleton? It's a guy who thinks EE and comfort are disconnected.  Want…"
Thursday
tedkidd commented on Tom White's blog post Clean Energy Works Oregon: Total Home Performance
"Nice post Tom! I really like how he puts that. Leveraging interests so they can optimize…"
Thursday
Kent Mitchell commented on Tom White's blog post Clean Energy Works Oregon: Total Home Performance
"As a contractor in the region - we frequently wonder how/why you can be a non-profit?  Oregon…"
Thursday

© 2014   Created by Lawrence Berkeley National Laboratory.

Badges  |  Report an Issue  |  Terms of Service