Solid Value: The Answer to a Softening Market |
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Building with value in mind for potential buyers is always good business. As the building market starts to soften, however, it's even more important to promote that value. When prospective buyers realize they are getting superior quality for their money, with features that will, in fact, save them money in the long run, it's a powerful incentive to buy. Builders who not only offer value but also actively promote it will stand out in an increasingly competitive market.
Of course, value to the buyer doesn't always necessarily mean value to the builder. But it is possible to have a win-win value proposition for both the buyer and the builder. Here's a good example: Water costs are rising and water shortages are always right around the corner in California. That's why public agencies are promoting "Smart from the Start" and "California Friendly" builder programs, supported by grants from state and federal agencies. The goal of these initiatives is to achieve more sustainable landscapes and water-efficient new homes. One way - perhaps the best way - to do that is to equip new homes and developments with smart irrigation control technology during the design and construction phase. Smart technology means systems like the WeatherTRAKŪ solution that regulate water usage based on landscape-specific parameters and weather conditions. Such systems have been tested independently and proven to reduce irrigation water use and runoff, while protecting local water supplies and promoting a healthier landscape. Good for the Buyer, Good for the Builder So who really benefits, who derives the value, from greater water efficiency in new homes and the adjoining landscape? In a word, everyone. For the home buyer, water efficiency translates to lower water bills - and the greater the efficiency, the lower the bills. That is why it pays to install the most advanced technology capable of delivering the highest efficiency possible. Smart technology also means labor-saving, hassle-free convenience for the buyer. It takes the guesswork out of watering. There's less likelihood of over-watering (and resulting water damage), along with the assurance that plants and landscapes are getting just the right amount of water they need to stay attractive and healthy. The builder benefits, too. With lower water use in home landscapes and common areas, the builder can reduce maintenance costs and maintain a quality appearance while sales are in progress. After the sale, the reduced chance of water damage means fewer irate buyers coming after builders, and fewer insurance claims. And conservation of local water supplies is critical for future planning and building. A Smart Marketing Tool A key benefit to the builder, though, is the opportunity to use smart water technology as a marketing tool and competitive differentiator. Consumers are cost conscious, to be sure, but they're also becoming more environmentally aware, particularly in the West. By actively promoting the value derived from water efficiency - the combination of lower costs and sustainable landscape quality - builders stand to attract buyers who might otherwise be looking elsewhere. And delivering on that promise means higher customer satisfaction. One of the West's leading home builders, Shea Homes, installs smart controller technology into every home, then promotes that feature as a lead element in marketing to potential buyers. And it works. As one buyer told the sales staff at the company's WaterMill project in Murrieta, California, "This is like having my own private gardener." Another was more succinct: "This is so cool." A water-efficient home, with low water-use plants irrigated with tested and proven smart controller technology, is a solid value to customers. But the builders stand to be the biggest winners. New landscape technologies reduce builders' water-damage risks and mitigation costs, while at the same time spurring interest among buyers. Utilizing smart irrigation technology is a way to design value into new homes. The technology translates into lower costs, convenience, resource efficiency and a healthier environment - all factors that make a difference to buyers. In a market that is going through some twists and turns, promoting and delivering high value will help smooth the ride. For more information on smart controller tests, maintenance weather-free data, public agency studies, sample specifications, go to: www.conscons.blogspot.com/. More information about green building can be found at www.weathertrak.com. |
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