This post was one of those Ah Ha!! moments getting to the heart of the difficulty with energy efficiency. Much of real estate marketing targets the "glow" of houses--their essence, the ambiance they create. I know better than most the impact possible-it's what I try to discover with my photographs. How do you make energy efficiency GLOW??
The technicians, those who promote rebates/incentives, the lenders pushing EEM/203K mortgages etc, etc seem a little light in the "glow" department too.
Most agents, focused on the "glow" of houses (and the commission check) don't want another part of the business to depart from positive feelings and experiences. The forms, disclosures and other legal threats that play a huge part in the real estate business (and make the trade organizations huge profits) offer essentially no positive feelings. Ever hear anyone say--OMG!! That new disclosure is just so special--the "glow" is almost too much to take!! With the legal morass, if you do everything perfectly and you're lucky, nothing happens. How uplifting is that?
How can we put the GLOW in energy efficiency? I saw a TED video of Nancy Duarte last week and her principles might offer an answer to reaching a glow state and resonance with agents and the public. STORIES and VISUALS. Perhaps there are lessons to be learned from the automakers--fuel efficient cars aren't very exciting, but people buy them--there's a certain mystique there. What about houses?
There is a nexus between energy efficiency and a future where humans can still achieve a quality lifestyle accented by a healthy planet and biota. Sunsets, misty forests, healthy croplands should help to define a desirable "glow".
No comments:
Post a Comment