By John Adams
Adopting green policies has helped uplift the reputation of
many organizations worldwide. The deteriorating environmental conditions are
evident and people are beginning to realize the impact of their carbon
footprint. The surging costs of fuel have enlightened consumers about the earth’s
depleting resources. The high frequency of natural disasters has convinced a
large number of individuals that global warming is not a myth. Although a
substantial portion of the population is aware that the human race is solely
responsible for damaging and polluting the earth, we still lack corrective
measures. Even though many of us verbally approve of the green movement, we are
not doing much to support the cause.
Many people have shifted to a greener lifestyle by limiting
or eliminating the use of plastics, buying recycled toilet paper, opting for
energy-saving electrical appliances, eating organic, etc. However, when it
comes to building or investing in a green home, they hesitate to take the leap.
As intriguing as a green home sounds, architects, and designers have a hard
time pitching them as a superior alternative to conventionally built homes.
Here are a few strategies to strengthen your green marketing campaign and
encourage the audience to actually consider this venture.
1.
Avoid
Green Washing
Sadly, many companies deceive the public by wearing a green
disguise. Their claims regarding eco-friendly practices and sustainable products
are nothing but a scam. Corporations that call themselves environment-friendly while they spoil earth in the background are the executors
of greenwashing. It is illegal, or at least unethical, to say one thing and do
the complete opposite. Consumers will eventually catch on to your lies one way
or another, and then you have to face dire consequences in the wake of business litigation. Therefore, the first step to market
a green home is by becoming the epitome of sustainable living.
2.
Highlight
Economic Benefits
People will be twice as keen to do some good to the world, as
long as they attain incentive for the effort. Just as nobody wants to work for
free, why would somebody make an investment that comes with no returns/personal
gains? Starting your speech with a sentence that includes the words ‘high
initial costs’ is enough to chase away potential customers. What does the buyer
get out of purchasing green building materials that cost twice as much as the
traditional kind? You have to lure the buyer into long-term economic benefits
before you get to the pricing part. Do the math for them when you say that
green homes are more durable and low maintenance.
3.
Mention
the well being of Children
The majority of home buyers are family people who can be
swayed if you link green marketing with the health and safety of their children.
Parents are willing to go over budget and make exceptions to provide a
nourishing environment for their children to grow.
4.
Implement
Sustainable Marketing Resources
How you design and display your advertisements navigates the
influence of your marketing content. Your inclination towards greener earth
must be prominent in the resources utilized. For instance, if you are going to
hand out flyers, emphasize the fact that they were made from recycled paper. Digital
marketing is the greenest medium for
advertising so use it as much as you can.
5.
Start
a Green Lifestyle Blog
Spreading awareness about the benefits of green homes is a
good way to win some press points. Tell people what’s wrong with conventional
construction procedures and how you provide the ultimate solution. A blog will
earn recognition for your brand and perhaps attract some useful leads.
Author Bio
John Adams is a paralegal and environmentalist who
loves to travel, read, and write. His blogs are mainly focused on personal
injury and sustainable living. He believes that all of us can improve the
quality of our life by incorporating positive thoughts and actions.
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