By Erica Christoffer, Contributing Editor, REALTOR® Magazine
About twice as many single women purchase homes than single men, accounting for 20 percent of all home buyers. So, if you’re serious about selling homes – especially homes with green features – single women are the ones to watch.
To address this very statistic, Sara Lamia, president of Building Coach Inc.,was one of three panelists presenting her take on selling green to women during day one of the International Builders’ Show in Las Vegas Tuesday. Fittingly, the session was entitled, “Evolution of the Green Goddess: Green Technologies Women Want and How to Capture Her Buying Power.” Here are a few of her trends and tips to connect women with green:
Think First Date: On a first date, people are conscious of how they look, how they act, and what they say. They want to put their best foot forward, to be impressive without being overwhelming. The same goes for selling to women, Lamia says. “In order to get more sales, you need to have more first dates.”
Green Chic Appeal: What is green chic? Lamia describes it as fashionable, affluent and intelligent – without sacrifice. Take recycled glass, for example. It’s inexpensive, versatile in appearance, and lends well to storytelling. When a friend comes over and asks what the countertops are made of, a buyer can feel good explaining that it’s recycled glass products.
A Healthier Environment: The impact of air quality gets across loud and clear to female buyers, Lamia says. But also think slightly off the beaten path, such as central vacuum systems that pull dust and particles out of the air.
Custom “Sexy” Green: You know those old laundry shoots that were once commonplace in homes? Now think about custom recycling shoots! No more paper grocery bags under the sink.
Get to Know Sales Associates: The people who work in green product stores are the ones who have daily contact with potential buyers who truly care about going green. Get to know those sales associates and learn the needs of their client base… which can turn into a great way to generate referrals.
Tell Your Green Story: Green issues are hot in the press today and reporters are often looking for human interest pieces. What’s happening with green in your business? Do you have an interesting innovation to share or a unique client you worked with? Pitch your green story, Lamia suggests, and help your green specialty build credibility in the community.
Get Designated: Lamia raves that NAR’s GREEN Designation is an important and growing program that is strengthening the industry. She also encourages green practitioners to team up with green builders to cultivate mutual success and better serve the “Green Goddesses” of tomorrow.