Green Builders, Inc.
Situation Analysis
Less than a year old, Green Builders is the nation's largest production builder of certified green homes. Because of its youth and the condition of the housing market, Green Builders required an extremely broad marketing solution. The conversations GBI has with investors are as important at the conversations it has with zoning boards or home buyers or realtors. Therefore, the solution must address all points of contact, not just ones with the end user.
Recommendation
All efforts had to overcome the conditions present in the housing market ... the lack of investment funding, the credit crunch, consumer inertia and fear, etc.
We recommended three key strategies:
- Overcome the negatives in the market by leveraging the positives: the momentum behind everything green, the fact that green homes save 50% on energy bills, green mortgages are available, etc.
To investors: It's not about homebuilding, it's about leveraging the green movement.
To buyers: It's not about saving the planet, it's about saving 50% on energy bills. - Share the different marketing solutions among the various constituencies. Show them you have intelligent, well executed plans from beginning to end.
- Develop technologically advanced marketing solutions for technologically advanced products.
Results
- In a challenging housing market, Green Builders continues to secure significant funding.
- An extremely young company wins high-profile building projects over formidable competitors.
- Consumer efforts continue to generate record traffic levels to grand openings and model homes ... even lifting the traffic levels of nearby competitors.