The housing market is changing, and homebuyers are bringing a different set of expectations with them. So much matters to them, from energy bills to indoor air quality and from resilience to protection from rising operating costs.
On October 14 at 2 p.m. ET, Green Builder Media CEO Sara Gutterman will dig into those shifts during her webinar, Zero Energy, Resilient, Healthy Homes: Market Insights for Building Professionals and Manufacturers. And she’ll have fresh data to share.
The exclusive COGNITION Smart Data Sara will present tracks how homeowner priorities are changing across energy, resilience, health and wellness, water, decarbonization, long-term affordability, and community.
The research points to an important disconnect for the housing industry: Consumers increasingly see value in features that can lower operating costs and improve the performance of their homes, but those benefits aren't always reflected in traditional approaches to valuation. That creates an opportunity for builders and manufacturers that understand what buyers value—and know how to communicate it.
COGNITION research reveals which energy-efficiency technologies consumers know and want, their attitudes toward all-electric homes and solar, how much they would invest in resilience, and which health and wellness features they consider important when buying a home.
One of the webinar’s central takeaways will be deceptively simple: Stop selling what homes have. Sell what they do. After all, a high-performance home isn't simply a collection of upgraded products and technologies. For the buyer, those features can translate into more predictable operating costs, greater comfort, healthier indoor environments, increased resilience, and reduced risk.
That changes the affordability conversation, too. As Gutterman’s presentation will show, affordability isn't necessarily about making a home cheaper. It can also mean making homeownership more stable, efficient, durable, and less risky over time.
For building professionals and manufacturers, that shift has real business implications. Better-performing homes can offer opportunities for stronger differentiation, improved sales velocity, access to incentives and financing tools, and greater brand value.
Turning Demand Into Homes That Work
Knowing what buyers want is only the beginning. Builders, developers, and manufacturers must translate that demand into homes that are practical and profitable. This webinar offers the tools to get there. Join Sara Gutterman on October 14 at 2 p.m. ET to learn more. Click here to reserve your seat.