Homebuyers & citizens
SMARTER employs numerous actions that have proven successful in raising citizens’ awareness of the benefits of green homes. These actions have been informed by the extensive prior research and knowledge sharing that is a foundation of the SMARTER project.
A brief sample includes…
Selling something besides kilowatts
Energy efficiency is, of course, a prime driver and clear benefit offered by partners of the SMARTER project. It is often, however, not the highest priority of citizens. Selling comfort, protection of health, and the aesthetics of green design can often be more effective than just the energy savings. For example, often, the better acoustics and natural daylighting associated with green homes create a positive first impression of those visiting a green home for sale. Selling ‘quality’ versus ‘green’ was a finding from a SMARTER partner’s focus group session. This message and more have been and will be tested and adjusted.
Promoting a 'total cost of monthly ownership' view
The above point notwithstanding, citizens often overestimate the importance of a home’s sales price - something they often pay by financing over 20 or more years - and underestimate the impact of high operating costs over time. SMARTER assists investors and developers with designing promotional activity that demonstrates the true cost of owning a home beyond the mortgage payment. Clear and credible financial models - verified through the GHGM programs - give consumers confidence that they will have a much better home for a lower monthly total cost.
Word of mouth
One of the most powerful drivers of changing consumer preferences is direct experience with something new. While few true green homes projects might exist in countries implementing GHGM programmes through SMARTER, the project takes steps to provide additional promotional support for those select projects (home tours, promotion through existing channels, etc.) adding credibility to the green claims of a builder, etc.
Raising questions
Providing citizens with guidance on what questions to ask when visiting a residential development helps to send a signal that people are informed and do care about building quality and performance. There are many instances where citizens asking more informed questions will benefit quality projects and reduce interest in mediocre ones.
12 points to consider in a green home
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What is your role?
SMARTER4EU and SMARTER FINANCE FOR FAMILIES takes a systemic, multidisciplinary approach to solving a systemic problem. The needs and motivations of all of the essential stakeholder groups that are critical to moving the green finance topic forward to promote greener homes for Europe’s are considered.
